Case Study: Developing An ECommerce Subscription Platform
How Fetchly built a custom ECommerce subscription platform for Oats Overnight. Read our case study on mobile app development, Shopify & subscription solutions.
Fetchly ·
- 300,000+
- Active subscribers
- 40%
- Longer average subscription
- 94%
- Of revenue now on subscriptions
- Sector
- DTC food & beverage subscriptions
- Challenge
- Legacy systems were blocking growth: subscribers could not self-serve and the warehouse ran on manual work.
- What we did
- A self-service subscriber portal, automated backend tooling for the warehouse, and a mobile-first Shopify and Klaviyo integration.
- Services
- ShopifySubscriptionsBackend systemsKlaviyoMobile-first UX
Legacy Systems Blocking eCommerce Growth
Oats Overnight's legacy systems couldn't keep up with growth. Customers had no way to tweak deliveries or explore new flavors without calling or emailing support. Behind the scenes, staff dealt with manual bundling, poor inventory visibility, and limited marketing tools. Any change—skipping a shipment, swapping a flavor—meant hours of support time. And one-time buyers had no clear path to becoming subscribers. Customer experience was suffering, growth was slowing, and operations were bottlenecked.
A Self-Service Subscriber Portal That Builds Loyalty
We built a subscriber portal where customers can skip, swap, or pause orders in a few taps. A member-only dashboard unlocks seasonal flavors and lets subscribers vote on new products—turning passive buyers into engaged community members and driving customer loyalty.
Automated Backend Tools for Warehouse Efficiency
On the backend, custom admin tools automate pick-and-pack workflows, surface real-time inventory data, and flag upsell opportunities. An optimized checkout flow identifies first-time buyers and offers subscription incentives at the right moment.
Mobile-First Shopify and Klaviyo Integration
The platform integrates deeply with Shopify and Klaviyo, built mobile-first since most customers manage their boxes on the go. Security was non-negotiable: data encryption, secure logins, and continuous monitoring.
94% of Revenue Now Runs Through Subscriptions
Customer churn dropped by nearly a third. Average subscription duration jumped over 40%. Warehouse errors fell dramatically. First-order subscriptions climbed toward 90%, active subscribers now top 300,000, and customer satisfaction is at an all-time high.