BENU Farma
eCommerce ■ Experience Design ■ Performance ■ Experience Management ■ Marketplace
As part of BENU Farmacia’s digital transformation journey, we designed and developed two complementary strategic initiatives: the complete overhaul of the eCommerce platform and the subsequent launch of the BENU Marketplace.
We began by redesigning the purchasing experience and technical infrastructure on Shopify Plus, aiming to create a high-performance, scalable, and conversion-oriented digital ecosystem. Building on this foundation, we then developed the Marketplace, integrating Mirakl with Shopify Plus. This integration evolves the traditional eCommerce model by opening the platform to selected third-party sellers, ultimately strengthening the brand’s market positioning and digital presence.
Index
An ecosystem designed to drive conversions
Based on the insights gathered, we initiated a complete interface redesign, starting from a robust wireframe foundation to ensure a smoother, more intuitive user experience aligned with the brand’s positioning.
Key improvements included:
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A new menu and navigation system, designed to be more intuitive and engaging
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An enhanced discovery experience, enriched with editorial and visual content to support product and brand exploration
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Improvements to the personal area and increased visibility of the loyalty program
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Creation of reusable landing pages and components, giving the client’s team greater editorial flexibility and independence
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A revamped product detail page, reorganized and enriched with custom labels to highlight key assortment features
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A restructured promotions section, designed to guide users seamlessly through commercial offers
Shopify Plus and headless architecture
Shopify Plus remains the powerhouse at the core of the eCommerce infrastructure, ensuring high reliability, scalability, and performance. To enable more advanced optimization, the project adopted a headless architecture that decouples content management from the transactional engine. This approach allows for more granular and sophisticated performance control, with a strong focus on indexing and SEO logic—both essential for visibility and organic growth.
While Shopify handles all eCommerce operations, content across all other touchpoints—from the main site to the blog and even digital totems—is managed via Strapi, a headless CMS platform that offers flexibility, control, and consistent storytelling across every channel.
Personalization and relevance: the keys to success
We designed a tailor-made digital ecosystem where every detail strengthens the bond between brand and customer. The custom-built logic enables smart activation of coupons and promotions linked to the loyalty program, fully integrated with the CRM and capable of displaying personalized vouchers based on the user’s loyalty card.
To further enhance the shopping experience, we implemented advanced use of Algolia. Beyond optimizing search result relevance, it introduces sophisticated recommendation logic based on user behavior, preferences, and purchase history. A powerful way to turn search into discovery—and shopping into a seamless experience.
360-degree digital support
Spotview is in charge of managing the online presence of BENU Farma: from strategic consulting and support for digital transformation projects to the management of online advertising campaigns on digital channels, and everything related to eCommerce operations: content creation and web design, digital analytics, CRM management, and support for the reorganization of multichannel customer service on a Zendesk basis.
Results
In just three months from the go-live, Benu Pharma’s digital performance recorded significant growth compared to the same period of the previous year. Transactions increased by +90%, driven in particular by mobile, which recorded a +79% rise. The conversion rate grew by +33% (+10% on mobile), a clear sign of a smoother and more effective user experience. Engagement also showed positive signals, with page views per session up by +18% (+15% on mobile). A result that confirms how strategy, technology, and focus on customer experience can turn into a tangible competitive advantage
From eCommerce to Marketplace: The Evolution of the BENU Digital Platform
Following the successful overhaul of its eCommerce platform, BENU Farma’s digital evolution continues with the launch of the BENU Marketplace. This new digital space seamlessly integrates the brand’s proprietary catalog with products offered by third-party sellers.
The project introduces a versatile model where vendors can either list entirely new items or provide competitive offers on products already featured in the catalog. Throughout this expansion, BENU maintains full oversight and control over the platform’s governance and operational standards.
Project Objectives
The marketplace was introduced to extend the existing online sales model and drive the strategic growth of the digital channel.
Key objectives included:
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Generating new revenue streams through selected partnerships.
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Expanding the product catalog to offer a wider assortment.
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Increasing customer retention and purchase frequency.
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Strengthening BENU Farma’s digital positioning and market presence.
The Marketplace Platform
To manage the operational logic of the marketplace, we selected Mirakl, the platform that enables BENU to define the ecosystem’s governance and functional rules.
Through Mirakl, the system manages seller profiles, new product uploads, and the publishing of offers on items already existing in the catalog. Furthermore, the platform governs order routing and the distribution of shipments across different vendors.
The architecture supports multiple sellers for the same product, allowing each to offer unique pricing and commercial conditions.
Technological Integration: A Next-Generation Connector
We built the marketplace by integrating Mirakl with Shopify Plus through a next-generation connector. BENU was among the first European merchants to adopt this integration, which enables seamless order retrieval between the two platforms.
The project required extensive customization of the integration and front-end refinements, as well as the implementation of the proprietary offer management algorithm. Since the connector was a relatively new solution, our work also focused on identifying functional gaps and defining the precise scope of the processes to be integrated.
We collaborated closely with both Mirakl and the BENU team to optimize the connector based on specific operational requirements, extending its features through custom development.
Checkout and Shipping Logic
A significant part of the project focused on integrating marketplace functionalities directly into the Shopify checkout experience.
We implemented custom solutions using dedicated apps and Shopify Functions/Extensions to optimize checkout behavior. This ensured full compatibility between marketplace products and BENU’s existing shipping methods, including the strategic “Click & Collect” service for delivery to the group’s brick-and-mortar pharmacies.
Payments and Financial Workflow Management
To support the marketplace operations, we introduced Mollie as the Payment Service Provider. This platform manages both the acquisition of customer payments and the subsequent distribution of revenue between BENU and third-party sellers.
The Role of SpotView
We guided BENU Farma through every phase of the project, working in close synergy with the Mirakl and Shopify teams. Our work involved customizing the integration between the platforms, refining the front-end experience, and developing checkout extensions to bridge marketplace functionalities with BENU’s existing eCommerce systems and services.
Moreover, our team implemented the offer management algorithm and supported both Mirakl and the client in identifying the connector’s limitations. This contribution was vital in defining the integration’s specifications and expanding its capabilities to meet the project’s specific operational requirements.
The result is a unified platform where BENU’s proprietary catalog and third-party offers coexist within a single digital ecosystem, seamlessly integrating and evolving existing operational and logistical workflows.
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