Gibson Brands

What We Did:

Ecommerce Strategy and Planning – The objective of this engagement was to assist the Gibson leadership team in developing a detailed plan for investing in and growing their nascent DTC ecommerce channel. This led to Metacake working with the Gibson Brands team to develop their short and long-term strategy for building out the ecommerce channel. Metacake then functioned in a consulting role to support the implementation of the plan through the launch of the new Gibson and Epiphone ecommerce stores.


Metacake worked with the Stasher Bags Team to implement a complete solution for their wholesale B2B business. Due to their unique needs, this involved designing and developing a headless custom web app powered by Shopify for sales order entry as well as setting up and customizing Shopify Plus’ Wholesale channel for smaller accounts. Our team used Shopify scripts and checkout customizations to handle order data requirements to accommodate the need for paying for orders via invoice. Shortly after the first phase of our project was completed Stasher was acquired by SC Johnson.

Pipette is a newly launched brand for clean baby care. This is a fully custom Shopify store. Metacake handled the development from the ground up of several of their Shopify store pages, intermixing content and products seamlessly.

Old Spice (P&G)

Looking to innovate even further in DTC ecommerce space, P&G wanted to create a personalization store for Old Spice. Metacake set up this personalization store leveraging the BigCommerce platform. Starting off with labels for 6 NFL teams, along with some custom Old Spice labels, visitors can customize their own body wash and deodorant, selecting the style, scent, and title.

Jeni’s Splendid Ice Creams

What We Did:

Jeni’s migrated their online store to Shopify Plus. During the process, they had some challenges integrating Shopify with their backend fulfillment system. The Metacake team was able to diagnose the issues and develop a solution. The Metacake team did some custom API work in Shopify and ShipStation in order to get their data flowing smoothly. The solution improved the customer experience and saved the Jeni’s team a ton of time.

Tend Dental

As a new brand, Tend wanted to launch an ecommerce store as a proof of concept for their oral spa brand. We built this store to match their existing style guidelines and incorporate it seamlessly into their primary site.

In addition to their store, we set them up on Klaviyo to manage their email marketing. This included the design of 3 automated email sequences for abandoned cart, pre-purchase, and post-purchase to bring customers back to the site and drive sales.


Dockers came to us seeking a more scalable online store. With the goal of having the best online shopping experience for their customers, as well as the agility to meet their customers’ evolving needs, Metacake redesigned, developed and launched Docker Shoes’ new online store using the Shopify Plus platform.

“In less than two months, Metacake helped us develop and launch the new store with our customers’ buying preferences in mind, giving us a fantastic platform for growth moving forward.”

TB12 Meals

TB12 Meals features a collaboration between TB12 Sports, the health and wellness brand co-founded by Tom Brady and Alex Guerroro, and subscription and delivery meal service, The Good Kitchen. We developed this ecommerce store on Shopify Plus. The store features subscriptions, powered by ReCharge, and many custom features and design elements.

“The Metacake team was fantastic to work with on the Tom Brady TB12 Meals Shopify Plus store. They were very professional and brought a ton of ecommerce and Shopify expertise to the table. We had to expedite the project timeline and Metacake was able to respond to help us get launched on time. This was the first store or website project that we’ve ever been involved with that has launched smoothly and gone to plan! We are very happy with the work they did and look forward to doing more together. I highly recommend them!”
Carter Lewis – Co-Founder – The Good Kitchen

Tony Robbins

It’s hard not to get on board with Tony Robbins and his philosophy of adding the most value to the human race that you possibly can. Being a company centered on growth we’re long time fans and clients of Tony, so needless to say we were stoked to help his ecommerce channel grow.

The Problem:

The Tony Robbins site is massive stable of content between all of his different experience offerings, coaching, and blogs which is built on WordPress. But there is also a commerce component which is hosted on a separate Shopify Plus site.

Initially, the experience transition between the content site and the ecommerce site was inadequate with limited tracking. That meant that is was impossible for them to tell what parts of the content site were working to drive sales and what parts weren’t effective. There was not enough visibility to effectively grow their ecommerce store.

Why Metacake?

At Metacake, we are data driven and multidisciplinary. We have some of the top experience in the world in WordPress (which hosts Tony Robbins content site) and Shopify Plus (which hosts his online store), and we know these platforms like the back of our hands. Better yet, we know how to GROW brands on these platforms. We believe in growing brands that matter and in doing so based off of analytics, not instinct (although we have a good sense about that too).

What We Did:

In order to fully integrate content and commerce, we used a unique method of embedding Shopify Plus buy buttons within content on the content site. Now when you add something to cart on Tony Robbins, you are linked directly to the Shopify cart along with all the tracking data necessary to attribute marketing campaigns.

We also integrated the analytics in such a way that you could track the marketing activities across both platforms.

Previously, any buy buttons hosted on the content site were popping up a checkout modal, which also prevented the Tony Robbins team from doing any cross promotions between his different products.

This was particularly important when it came to Tony Robbins event pages. Tony Robbins’ event pages attract a TON of traffic. Millions of people are funneled to these event pages and were completely unaware that there was a full online store with products that might interest them. Instead there was just a popup modal to checkout for the event for which they wanted to register. They were also was missing out on a huge opportunity to sell additional products to these visitors.

Now instead, users are dropped into the store checkout with the product they selected on the content site already in their cart. This allows Tony Robbins the potential for cross sells and upsells that were not possible in the past.

Revision Skincare

Leading Global Skincare Brand

Revision Skincare is a leading skincare brand, preferred by many dermatologists, plastic surgeons, and medical spas. Their clinically-proven, high-performing skincare products enhance skin’s appearance and reduce signs of aging, using only premium quality ingredients.

Expansion into Ecommerce

Prior to 2018, Revision Skincare was sold exclusively through skincare professionals and select distributors and wholesale channels. In 2018 they decided to launch a DTC ecommerce channel with the help of Metacake, which is not traditional in their industry.

While a DTC channel had the potential to grow their business substantially, they had to be careful not to compete with or cannibalize their existing business. They also needed to ensure that they would not disrupt their relationships with existing distributors and skincare professionals.

To do this, Metacake helped Revision Skincare launch their ecommerce business on the Shopify Plus platform with several customizations to both the store functionality and the checkout. One example of this was integrating with their backend system to pull in data on all of their skincare professional partners to the ecommerce site, allowing customers to find and select a skincare professional near them.

In the end, Revision Skincare actually provided a new way to support their skincare professional partners and bring them a new stream of revenue with their ecommerce channel.

Ecommerce During the Covid-19 Pandemic

Since launching their DTC ecommerce channel, it has become an integral part of their business.
Through influencer marketing, paid ads, and email marketing, the DTC channel has grown to be a significant portion of their overall business revenue and is their fastest-growing channel.

This channel became even more important during the COVID-19 pandemic as skincare offices around the world were shut down and their traditional business channel experienced a quick drop in sales. Their ecommerce store has been critical in sustaining Revision Skincare’s business during the pandemic, allowing them to continue serving end customers, as well as providing a stream of revenue for their skincare professional partners.

Metacake continues to provide ongoing store support and optimization services, along with paid ads management and email marketing services to further the growth of Revision Skincare’s business.