Case study · Shopify Plus · Health

Clinikally: India's #1 teledermatology brand, built on Shopify Plus.

Clinikally is India's #1 teledermatology platform. Patients book doctor-led consultations and fill prescriptions alongside a catalogue of more than 10,000 dermatology SKUs, some of which can only be sold against a valid prescription.

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SKUs live
10K+
Checkout
+41%
Repeat orders
2.3×

Live storefront · scrolling top to bottom

01 / PROJECT DETAILS

The project at a glance.

Clinikally serves customers across India and the wider APAC region.

clinikally.com (opens in a new tab)
Client
Clinikally
Industry
Health & wellness · Teledermatology
Region
India · APAC
Platform
Shopify Plus
Engagement
16 weeks · Ongoing retainer
Timeline
2024–2026

What we delivered

  • Shopify Plus build
  • Checkout extension
  • Category gating
  • Patient accounts
  • India payments: COD, UPI, wallets

02 / THE PROBLEM

A pharmacy-grade catalogue on a platform that could not carry it.

Clinikally needed a commerce platform that could handle 10,000+ dermatology SKUs, integrate with a doctor-consultation flow, manage prescription cart logic, and scale across India's wide consumer base. The existing system couldn't handle the complexity, and conversion was bleeding at every step from consultation to purchase.

10,000+ dermatology SKUs

A catalogue this size has to stay browsable by category, concern and ingredient without slowing the store down.

Prescription-only products

Some SKUs are category-gated: they can only be sold against a valid prescription, and the old system could not enforce that.

A consultation flow outside the store

Doctor-led consultations and the shop were separate journeys, so patients dropped off between advice and purchase.

Conversion leaking at every step

Each hand-off in the consultation-to-purchase flow lost orders that had already been earned.

03 / THE SOLUTION

A custom Shopify Plus build that understands prescriptions.

We architected a custom Shopify Plus build with metafield-driven category gating, a custom checkout extension for prescription verification, and an account model for returning patients with stored prescriptions.

  • Metafield-driven category gating

    Which products need a prescription is stored as data on the product, not hard-coded in the theme, so the catalogue team controls it.

  • Prescription verification at checkout

    A custom checkout extension checks for a valid prescription before a gated product can be bought.

  • Accounts with stored prescriptions

    Returning patients get a B2B-like account that keeps their prescriptions on file, so a repeat order takes one visit.

  • Built for how India pays

    India-market commerce configuration: cash on delivery, UPI and wallet payments.

Desktop and mobile · the same build

04 / STRATEGY

Map the patient journey first. Write code second.

Four decisions shaped the build.

  1. 01

    Six weeks of discovery

    We ran a 6-week discovery to map the entire patient journey, from consultation to refill, before writing any code.

  2. 02

    Put the rules in data

    Gating lives in metafields. A rule changes when the catalogue changes, without a developer or a theme release.

  3. 03

    Verify at the last responsible moment

    Prescription checks happen inside checkout, where the order is actually placed, instead of being scattered across the theme.

  4. 04

    Design for the returning patient

    Dermatology is repeat care. The account model is built around the second and third order, not only the first.

05 / SCREENS

The storefront in motion.

The whole homepage on desktop and on a phone, scrolling top to bottom side by side. Hover to hold it still.

06 / RESULTS

What changed for Clinikally.

10K+

SKUs live

dermatology products in one catalogue

+41%

Checkout conversion

after the checkout rebuild

2.3×

Repeat orders

from patients with stored prescriptions

<2s

Mobile load

the catalogue is tuned for sub-2s mobile loads

07 / PROCESS

How the engagement ran.

The same four stages as every engagement, with the specific work done for Clinikally at each one. The steps play through in order.

  1. Stage 1

    Audit and scope

    We review the current theme, apps and analytics, then write a fixed-scope SOW with named deliverables and a date.

    What we did for Clinikally

    • Ran a 6-week discovery
    • Mapped the patient journey from consultation to refill
    • Identified the prescription-only products

  2. Stage 2

    Design and build

    Work happens in a dev store on a Git-backed workflow. You get a preview link from week one, not a reveal at the end.

    What we did for Clinikally

    • Built metafield-driven category gating
    • Added a checkout extension for prescription verification
    • Set up accounts with stored prescriptions

  3. Stage 3

    QA and launch

    Cross-browser and device QA, redirect map, analytics verification, then a launch window agreed with you rather than dropped on you.

    What we did for Clinikally

    • Configured COD, UPI and wallet payments
    • Cross-browser and device QA
    • Launched with 10,000+ SKUs live

  4. Stage 4

    Hypercare

    Fourteen to sixty days of included post-launch support while real traffic finds the edge cases.

    What we did for Clinikally

    • Moved to an ongoing retainer
    • Checkout conversion up 41%
    • Repeat orders up 2.3×

08 / THE STOREFRONT

Scroll the whole page.

The full Clinikally homepage as shoppers see it. Scroll inside the frame to move through it from the offer strip to the footer.

Commerce platform

  • Shopify Plus
  • Online Store 2.0
  • Shopify Functions

Custom build

  • Checkout extension
  • Metafields
  • Customer accounts
Clinikally homepage, full page