Building CoPilot: A Subscription‑First Wellness Store
How Digisoft Solution engineered a habit‑driven Shopify storefront for CoPilot NZ, recurring orders from the homepage, dynamic variant pricing, and a refined plant‑based experience that turned a product‑first store into a subscription‑first platform.
About Client
CoPilot NZ
- IndustryWellness
- RegionNew Zealand
- ModelDirect‑to‑Consumer
- FormatInstant Drink Mixes
CoPilot is a New Zealand‑based direct‑to‑consumer wellness brand redefining functional nutrition for modern lifestyles. Their mission is to deliver convenient, science‑backed solutions that integrate seamlessly into daily routines. Every product is plant‑based and thoughtfully formulated with adaptogens and probiotics to support mental and physical well‑being.
CoPilot's instant drink mixes are easy to use; you just need to add water. They are designed for effectiveness without complexity. Rooted in New Zealand's clean environment, the brand combines transparency, purpose, and measurable impact. They stand out by offering functional nutrition that is simple, accessible, and tailored to support consistent, healthy habits.
Project Overview
Designing A Habit‑Driven Commerce Experience Around Daily Rituals
CoPilot NZ, a fast‑growing direct‑to‑consumer wellness brand, partnered with Digisoft Solution to create a subscription‑first Shopify storefront that aligns with its habit‑driven business model. We designed CoPilot's subscription‑first experience so customers can select recurring or one‑time orders from any page, making repeat purchases effortless.
Custom functionality was built to handle delivery intervals, dynamic pricing, and variant‑based subscriptions. This addressed Shopify's native limitations. The result is a performance‑optimized, visually refined platform that reflects CoPilot's clean, plant‑based brand identity while driving long‑term engagement. Every interaction is designed to simplify repeat purchases, enhance retention, and support scalable growth.
The Idea Behind the Store
A Store Built For Daily Rituals, Not One‑off Orders
The main concept behind CoPilot was to move beyond a conventional e‑commerce store and create a habit‑driven wellness experience centered around daily consumption. Customers incorporate functional drinks into their daily morning rituals, tapping into the rapidly growing functional beverage category, which includes drinks designed for energy, digestion, and wellness in New Zealand. By embedding wellness into users' routines, the platform fosters loyalty and habitual use.
CoPilot's platform was designed to make subscriptions the natural choice, integrating recurring purchase options seamlessly into the homepage, product discovery, and checkout flow.
The Challenge We Set Out to Solve
Stretching Shopify Beyond Its Native Subscription Limits
CoPilot required subscription selection on the homepage and collections, but Shopify's native subscription tools only allowed it on product pages. We built a custom solution using JavaScript and line item properties to pass subscription data through the cart and checkout, ensuring a seamless, accurate subscription‑first experience across the store.
Subscription Experience Limited To Product Pages
Shopify's subscription widget only appears on individual product pages. There is no built‑in way to extend this functionality to the homepage or collection pages, which limits visibility and reduces conversion opportunities.
Multiple Subscription Intervals Across Products
Each product had its own delivery frequency options. The solution needed to dynamically adapt to each product rather than applying a fixed configuration.
Complex Product Options Tied To Pricing Logic
Products were available in multiple serving sizes with volume‑based pricing on their website. The system was required to combine size selection accurately, subscription type, and delivery frequency into a single seamless add‑to‑cart experience.
High‑Quality Media Without Performance Trade‑offs
The brand required high‑resolution video and rich visuals. Maintaining fast load speeds, especially on mobile, required optimized asset handling and smart loading strategies.
Seamless Social Integration
The Instagram feed needed to feel native to the brand experience while remaining dynamic and visually consistent.
Key Features of CoPilot
Seamless Subscriptions & Interactive Shopping
Thirteen carefully engineered features that turn every touchpoint, homepage, product discovery, cart, and checkout, into a frictionless subscription journey.
Screens From the Live Build
Sections We Designed & Engineered Into Production
Selected moments from the shipped storefront, the surfaces where subscription logic, dynamic pricing, rich media and brand storytelling all come together in the live experience.
Technologies We Used
A Focused Stack For Subscription‑Ready Commerce
For CoPilot, we chose technologies and tools that ensured reliability, maintainability, and seamless integration with Shopify while supporting all subscription and interactive features. Each technology played a specific role in delivering a smooth, subscription‑ready shopping experience.
Platform
Front‑End
Integrations
Cart System
Our Testing Method
Validated End‑To‑End For Accuracy, Reliability & Scale
At Digisoft Solution, we conducted testing through a thorough end‑to‑end process to ensure every aspect of the subscription and e‑commerce experience was accurate, reliable, and seamless. Before delivery, every feature undergoes structured testing. For CoPilot, we carefully validated the subscription cart flow, including variant selection, purchase type, and delivery interval, ensuring accuracy, reliability, and seamless performance across devices, data, and real‑world scenarios.
Subscription Flow Validation
Our QA experts tested every combination of product, bag size, and delivery interval through the complete checkout process. Each test verified:
- Correct pricing and subscription parameters at every step.
- Accurate order summary and confirmation details in Shopify.
- Proper handling of subscription changes mid‑purchase, including switching from one‑time to recurring.
Payment & Checkout Verification
Payments were validated for one‑time and recurring transactions to ensure full reliability. Each test verified:
- Successful processing of all order types without errors.
- Accurate subscription billing cycles and recurring charges.
- Prevention of duplicate or failed transactions and correct discounts, taxes, and shipping.
Data Accuracy and Cart Integrity
We checked all product and subscription data to ensure correctness and consistency. Every verification included:
- Matching product and subscription data at checkout and confirmation.
- Accurate pricing throughout cart updates and order review.
- Proper reflection of user actions when adding, updating, or removing items.
Cross‑Device and Cross‑Browser Testing
Our experts tested this platform across devices and browsers to confirm consistent behavior. Each test included:
- Desktop, tablet, and mobile devices (iOS and Android).
- Browsers, including Chrome, Safari, Firefox, and Edge.
- Consistent rendering of visual elements, navigation, and cart interactions.
Page Performance and Load Audits
Our experts evaluated page speed and load times using Google PageSpeed Insights and Shopify's tools. In each check, we ensured:
- Minimal load time impact of HD video and Instagram feed.
- Optimized media delivery using lazy‑loading techniques.
- Smooth checkout and subscription selection without delays.
Edge Case and Scenario‑Based Testing
Real‑world scenarios and uncommon situations were validated to ensure reliability. Each test included:
- Switching between one‑time and subscription purchases within a session.
- Adding multiple products with different intervals in the same cart.
- Updating or removing subscription items and handling mixed carts.
Mobile Experience and Usability Review
We reviewed the purchase experience on mobile devices to ensure usability. Each evaluation included:
- Walkthroughs of the full subscription and checkout flow at multiple screen sizes.
- Verification of tappable elements, dropdowns, and interactive controls.
- Checks for readability, spacing, and visual feedback on all interactive items.
Client Acceptance Testing
Finally, a structured checklist was provided to the CoPilot team for validation before launch. Each item confirmed:
- Functional correctness across all product and subscription flows.
- Consistent pricing, cart behavior, and order confirmation.
- Smooth checkout and reliable payment processing.
Our Approach & Timeline
From discovery to launch in 12 focused weeks
Each phase produced shippable outcomes, progressing from strategy through design, development, performance, and validation, ending in a launch‑ready platform built for long‑term retention.
Discovery & Planning
Defined the subscription strategy, mapped user journeys & identified key conversion points.
Experience Design
Designed a subscription‑first experience across homepage, collections, PDP & cart.
Custom Development
Developed delivery intervals, dynamic pricing logic & flexible cart behavior for subscriptions.
Performance Optimization
Optimized site performance with rich media intact to keep fast load speeds across devices.
Testing & Validation
End‑to‑end testing of subscription flows, checkout scenarios & cross‑device compatibility.
Launch & Scale Readiness
Deployed a scalable platform built for long‑term retention, growth & future expansion.
Business Impact & Measurable Results
A Retention‑Focused Platform Built To Scale With CoPilot
Recurring Conversions
Cart Abandonment
Accurate Cart Behavior Across All Subscription & One‑Time Flows
Key Operational Areas Enabled For Long‑Term Scale
The custom Shopify storefront transformed CoPilot from a traditional e‑commerce store into a subscription‑first platform that drives repeat purchases. Customers can select one‑time or recurring orders directly from the homepage, with clear delivery intervals and real‑time pricing.
The platform ensures precise handling of subscription logic, including product variants, billing cycles, and discounts, and provides a smooth, reliable checkout experience. Performance optimization across all devices, even with rich media elements like HD video and Instagram integration, is a priority. A well‑documented codebase allows CoPilot's team to efficiently manage, maintain, and scale the platform over time.
As a result, CoPilot now operates on a scalable, retention‑focused model, better positioned to drive repeat purchases, improve customer lifetime value, and support long‑term growth. We turned this Shopify store from product‑first to subscription‑first, creating an experience that drives engagement and loyalty. Every interaction guides customers toward recurring purchases, reflecting the Digisoft Solution approach: designing experiences that grow brands, not just stores.
