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SHOPLINE gave us access to tools and capabilities we wouldn’t have budgeted for on platforms like Shopify. A lot of features that are typically add-ons elsewhere are built right into SHOPLINE, which opened the door for us to experiment and scale in ways we hadn’t originally planned.”
Pricklee is a fast-growing wellness beverage brand founded by two pharmacists who set out to redefine what healthy hydration should look like. Inspired by a childhood memory and the naturally hydrating benefits of prickly-pear cactus fruit, the founders created a clean, refreshing alternative to traditional sugary drinks. Since launching in 2021, Pricklee has focused on using real ingredients, uplifting overlooked agricultural communities, and offering consumers a healthier, more authentic hydration experience.
As an emerging brand in a relatively unfamiliar beverage category, Pricklee faced the challenge of educating consumers about cactus water and making the ingredient feel approachable to mainstream audiences. The team also needed to evolve from small-batch production into a scalable, retail-ready business with consistent branding and reliable distribution. At the same time, they were working to earn consumer trust in a market filled with “healthy” beverages that still relied on artificial additives. Balancing flavor, nutritional integrity, storytelling, and brand credibility became central hurdles as the brand moved from local presence to national visibility.
For Pricklee, selecting an e-commerce partner went beyond finding a storefront builder; it was about choosing a platform engineered for the complex journey of scaling a modern CPG brand. While other platforms offered basic functionality, they often fragmented essential growth tools into costly add-ons, creating both budgetary and technical barriers for a growing business.
SHOPLINE presented a fundamentally different value proposition: a unified, all-in-one commerce operating system. This meant that advanced capabilities crucial for retention and omni-channel growth—such as sophisticated subscription management, integrated customer communication (SmartPush), and powerful merchandising—were core components of the platform. This built-in integration allowed Pricklee to experiment strategically and scale efficiently without the fear of escalating costs or technical debt.
Partnering with SHOPLINE equipped Pricklee with a fully integrated digital commerce foundation built to support both rapid growth and long-term retention. Using SHOPLINE’s unified ecommerce platform, Pricklee streamlined site management, improved storytelling across product pages, and delivered a cohesive customer experience that highlighted the brand’s clean ingredients and sustainability mission.
To strengthen recurring revenue and deepen customer loyalty, Pricklee also adopted the SHOPLINE Subscription App. This allowed the team to offer flexible subscription options, incentivize repeat purchases with personalized discounts and perks, and create a seamless replenishment experience ideal for a hydration product consumed regularly. With automated billing, customer self-management tools, and SmartPush-powered communication flows, Pricklee could nurture subscribers with minimal operational overhead.
Together, SHOPLINE’s commerce platform and subscription solution gave Pricklee a scalable, retention-focused engine—helping the brand reach new audiences, convert first-time buyers, and turn loyal customers into long-term advocates.
With a unified commerce foundation and a retention-driven subscription strategy, Pricklee saw meaningful improvements across its core DTC metrics. The optimized storefront and clearer product storytelling boosted conversion rates, helping more first-time visitors understand the benefits of cactus water and complete their purchase. Introducing flexible subscription plans increased repeat-buying behavior, driving a significant lift in subscriber retention as customers embraced the convenience of automated replenishment.
Average order value also grew as Pricklee used SHOPLINE’s merchandising tools to highlight bundles, multi-flavor packs, and loyalty incentives tied to subscription upgrades. Automated SmartPush flows kept customers engaged with personalized replenishment reminders and exclusive subscriber perks, strengthening the customer relationship over time.
Overall, Pricklee achieved higher conversion efficiency, stronger subscription retention, and a healthier AOV mix—creating a scalable, profitable DTC engine that supports both rapid growth and long-term brand loyalty.
With SHOPLINE as its commerce foundation, Pricklee is strategically positioned to deepen customer loyalty and expand its omni-channel presence. The integrated platform will continue to support scalable subscription growth, enhance personalized customer journeys, and streamline operations as the brand enters new retail markets.
By reducing technical complexity and enabling agile experimentation, SHOPLINE allows Pricklee’s team to stay focused on core priorities: innovating its product line, strengthening its sustainability mission, and cultivating a lasting community around better-for-you hydration.
