Willow By The Sea | Shopify Plus B2B and B2C

Certified organic skincare for mums and babies, made in small batches by the sea

Willow By The Sea makes certified organic skincare for pregnancy, postpartum and babies.We redesigned and rebuilt the store on Shopify Plus with B2B and B2C on one platform, then added subscriptions, loyalty, reviews, UGC video and Klaviyo, and we keep it growing on our Support and Success retainer.

IndustryOrganic skincareB2B and B2CShopify Plus rebuildGrowth retainer
Shopify Platinum Partner
Willow By The Sea Shopify Plus store on desktop and mobile: Black Friday homepage

01A store that feels like the brand

Sun, sand and sea, built into a custom Shopify Plus theme.

Willow By The Sea had outgrown its old store. The brand is warm, coastal and beautifully photographed, and the site needed to feel the same while making it easy for new mums to find the right product.

We designed and built a custom Shopify Plus theme around the brand’s photography and illustration, with shopping by stage (pregnancy, postpartum, baby), best sellers up front and clear product pages. More on our custom Shopify design.

Willow By The Sea Shopify Plus store on mobile: homepage and best sellers
Pregnant belly with Willow By The Sea balm at the beach

The result

Shopify PlusB2B and B2C on one store
YotpoSubscriptions, loyalty and reviews
UGCShoppable video
KlaviyoEmail flows and campaigns
A huge thanks to the team at Alinga. They helped us build the Willow by the Sea website, and honestly, it’s been such a solid move for us. It not only looks beautiful and totally on-brand, but it’s super easy to use and converts really well too.
Willow By The Sea
Willow By The Sea Shopify Plus product page for Nipple Balm, on desktop and mobile

02Retail and wholesale on one platform

Shopify Plus B2B for stockists, alongside the direct store.

Willow By The Sea sells direct and to stockists. Using Shopify Plus B2B, wholesale customers get their own pricing, terms and ordering inside the same store, so the team runs one catalogue and one set of stock.

See our Shopify Plus development work.

Willow By The Sea Shopify Plus best sellers collection page

03Built to convert, and to keep customers

Subscriptions, loyalty, reviews, UGC and Klaviyo.

Yotpo powers subscribe and save, loyalty rewards and reviews, and shoppable UGC video shows real mums using the products. Merchandising and bundles lift average order value, and Klaviyo flows bring customers back as their needs change from pregnancy to baby.

Willow By The Sea is on our Support and Success retainer, so new campaigns, products and improvements keep shipping.

Willow By The Sea Mum and Baby travel set on the sand

The brand today: Willow By The Sea

Mums and toddler on the beach with Willow By The Sea
Willow By The Sea belly oil and belly butter in the sand
Willow By The Sea travel set with belly oil, balms and canvas pouch
Mum and toddler walking into the sea, with the Willow By The Sea logo
Adrian’s been amazing to work with, always responsive, especially if anything urgent pops up, and just genuinely great to deal with. They just got what we were about and turned it into something that works hard and feels like us. Couldn’t be happier.
Willow By The Sea

Questions about this project

What did Alinga build for Willow By The Sea?

A custom Shopify Plus store with B2B and B2C on one platform, shopping by pregnancy, postpartum and baby, Yotpo subscriptions, loyalty and reviews, shoppable UGC video and Klaviyo. Shopify Plus development

How does Willow By The Sea sell wholesale on Shopify?

Through Shopify Plus B2B. Stockists log in to see wholesale pricing and terms and order from the same catalogue as retail customers.

Which apps power subscriptions and loyalty?

Yotpo runs subscribe and save, loyalty rewards and product reviews, and Klaviyo handles email flows and campaigns. Klaviyo email marketing

Does Alinga support Willow By The Sea after launch?

Yes. Willow By The Sea is on our Support and Success retainer, covering campaigns, new products and ongoing improvements. Support and Success

Has Alinga worked with other health and beauty brands?

Yes. Other health and beauty projects include Smilie, Bon Wellness and BioGenesis.

Planning something similar?

Tell us about your project and talk it through with a senior Shopify strategist.

Contact us

View our work, web design & marketing 

We use proven strategies, tailored design, & innovative technology to make beautiful and conversion optimised eCommerce experiences on Shopify Plus.

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