If you spend any time in DTC, you know of Obvi.

They’ve hit $100M in sales, built a 100,000+ member community, and turned creators into a real moat — all since launching in 2019.

But as the brand scaled, they outgrew their Shopify store. It really hadn’t changed since their early days and it was time for a facelift.

We got connected with the Obvi team back in 2025 when they were looking for a redesign. We helped them create a new store and they hit publish ahead of Q4 last year.

In today’s issue I’m going to break down what specifically changed, why, and what operators can steal from this rebuild.

Quick side note before we dive in.

If you want to hear this story directly from Obvi’s founder, Ben released a great YouTube episode with Ron a couple months back. Give it a watch.

Alright, let’s jump into the newsletter.

A look inside Obvi’s new Shopify store

The backstory

Obvi has been building for over six years.

As the brand expanded beyond its original hero products, the catalog grew. Like most fast-growing DTC brands, they layered on changes to their Shopify store over time.

Ronak Shah, CEO and Co-Founder, put it this way:

Customers were still buying lots of product, but behind the scenes things were starting to become real blockers for the team:

• the design felt outdated compared to Obvi’s current packaging and brand

• key page sections were hard to update or reuse

• product pages were really long without much structure

• the cart relied on third-party apps that didn’t work great

• and the core storefront couldn’t handle paid traffic

The number one goal was to modernize the store, restore structure, and give the Obvi team a foundation that could help them crush their growth goals.

Let’s look at the specific issues inside their old store and exactly how we helped to solve them.

5 specific issues with the old store (and what we changed)

1) Page sections were using image blocks

The problem: A lot of the “design” on key pages was essentially one long screenshot. So while it looked consistent visually, the team had no flexibility with their store.

That meant:

• copy updates had to be done in image editors then uploaded

• sections couldn’t be reused cleanly across products

• you couldn’t easily move pieces around

How we fixed it: We rebuilt the layout using modular Shopify content blocks so Obvi could update sections, swap content, and build new pages without rebuilding from scratch.

2) PDPs were lacking structure

The problem: Obvi’s PDPs needed to educate (ingredients, benefits, timelines, proof). But the old format didn’t guide shoppers through that story.

How we fixed it: We built a structured PDP system with reusable sections (benefits, ingredients, FAQs, testimonials, education). Each section can be toggled per product, so their hero SKUs can go deep, and smaller SKUs can stay lean.

3) Scroll fatigue was real

The problem: Obvi has passionate customers, but first-time shoppers need clarity fast. When a PDP becomes a wall of content, attention drops.

How we fixed it: We made sure to keep detail, but changed the format. We added things like ingredient education blocks and interactive modules instead of static stacks of text blocks. Same information, way easier to consume.

4) The cart wasn't optimized

The problem: Their custom cart setup was described internally as “janky.” Not broken, just not the kind of cart experience the team wanted.

How we fixed it: We replaced it with a native cart drawer built into the Platter theme and added a “complete your set” cross-sell experience inside the cart, so add-ons feel natural, fast, and on-brand.

5) Results were hard to visualize

The problem: Obvi is really selling outcomes. But outcomes don’t land the same when they’re buried halfway down a page or only shown as static images.

How we fixed it: We added a before/after compare slider so shoppers can interact with transformation imagery instead of passively scrolling past it.

The big win for Obvi

With this rebuild, the team was focused on making the storefront faster, easier to use, and strong enough to support a brand operating at Obvi’s scale.

There are two clear performance improvements tied directly to the rebuild:

• LCP improved from 3292ms → 2865ms after the new theme launch

• Add-to-cart rate from PDP landings increased 10% compared to the previous period

In simple terms: when shoppers land on Obvi’s product pages, the experience is faster and more effective.

The biggest win for the team has been having a store that looks good and is easier to manage.

As Ron put it:

That confidence changes how a team operates.

If your Shopify store works, but feels harder to operate than it should, it might be worth taking a closer look.

Most teams don’t need a full rebuild. They just need clarity on what’s slowing them down.

If you want an honest, no-pressure store audit, reply to this email or book a call and our team will take a look.

– Cam