Grupostop – Shopify Plus Platform
Rebuilding the digital experience for 56 clinics across Spain
We were delighted to launch a new Shopify Plus platform for Grupostop, one of Spain’s leading specialists in laser hair removal and aesthetic treatments, with 56 clinics across the country.
And this was much more than a website migration.
The project was about completely rebuilding the digital experience, improving organic visibility and, importantly, creating new capabilities that didn’t exist on the previous platform — including online booking and a much more connected customer journey.
More than a WordPress migration
Moving from WordPress to Shopify Plus provided an opportunity to rethink how the entire digital experience worked, rather than simply replicating what was already there.
We created a completely new design and responsive customer experience, with mobile firmly at the forefront. The result is a faster, clearer and more conversion-focused platform designed around how customers actually discover and interact with Grupostop.
Building for search — including AI
Organic visibility was another major focus.
The new platform provides much stronger SEO foundations, addressing historic practices that had contributed to a decline in organic performance. At the same time, the site has been built with the changing search landscape in mind, including the growing importance of AI-driven search and discovery.
The aim wasn’t simply to recover lost visibility, but to create a platform capable of performing well as the way people search continues to evolve.
Online booking for the first time
One of the biggest developments was the introduction of online booking.
We built bespoke middleware connecting Shopify Plus with Grupostop’s existing in-clinic software, Flowww, allowing customers to book treatments online while keeping the different systems connected behind the scenes.
This creates an entirely new acquisition and customer service channel for the business, while making the process significantly more convenient for customers.
Connecting the customer journey
The platform also introduces improved lead and customer management, including lead capture, intelligent routing and the ability to distinguish between new and existing customers.
We also integrated three payment providers, supporting the operational requirements of Grupostop’s company structure across its 56 clinics.
The result is a platform designed not just around the website, but around the wider customer journey — from initial discovery through to booking and purchase.
Inside the middleware
At the heart of the build is custom middleware that keeps the Shopify Plus store and Flowww, Grupostop’s in-clinic booking and clinic management system, in sync in both directions.
- Two-way bookings: treatments bought online are booked straight into Flowww, and bookings made in clinic appear in the customer’s website account.
- Self-service treatment courses: laser hair removal is usually booked as a course of 3–6 sessions, so customers can view and manage all their sessions from their account.
- Three companies, one checkout: the 56 clinics are split across three companies, so each payment is routed to the right company account through multiple payment gateways.
- Enquiries into the clinics: enquiry forms on the Shopify site are mapped through to Flowww for the right clinic team to respond, with a CMS built into the middleware to manage customer enquiries.
- Built to be reliable: discount handling and full error logging, so issues are caught and fixed before they affect customers.
This is the kind of bespoke software and Shopify middleware we build for businesses whose operations go well beyond a standard online store.
Early results
The early results following launch have been extremely encouraging.
Within the first week, the new platform delivered:
- 3x increase in conversion rate compared with the previous WordPress website
- 100% increase in daily orders
For a platform of this scale, seeing that level of immediate improvement is a fantastic indication of what the new digital experience can deliver.
A platform built for growth
The new Grupostop platform doesn’t just look and perform better. It gives the business capabilities that simply weren’t available before, creating a completely new digital acquisition and customer service channel across its network of 56 clinics.
A huge well done to everyone involved in bringing this one to life — and, yes, I even tried to visit one of the clinics while in San Sebastián on a family trip. Unfortunately, it was closed. So despite all that work, there was no laser hair removal for me this time!
