Fueling the Future of Nutrition Commerce

Glanbia Performance Nutrition (GPN) partnered with VML to modernize global commerce by migrating from SAP Hybris to Shopify.

Background

Glanbia Performance Nutrition is a global leader in nutrition, dedicated to delivering high-quality products that support consumers at every stage of their health and fitness journeys. With a portfolio of internationally recognised brands including Optimum Nutrition, Isopure, BSN, and Levelup, the company serves customers across multiple markets and channels worldwide.

To support its continued growth and evolving digital ambitions, Glanbia Performance Nutrition partnered with VML to modernize its e-commerce ecosystem and create a more agile, scalable platform capable of supporting multiple brands and international markets.

The result was a full commerce transformation—replatforming to Shopify and elevating the customer experience across key digital touchpoints.

The Challenge

Glanbia Performance Nutrition’s existing commerce infrastructure was built on SAP Hybris, a platform that had become increasingly difficult to scale and adapt to changing customer expectations.

As the business expanded globally and digital commerce became more central to its strategy, several challenges emerged:

Limited agility when launching new features or campaigns
Complex management of multiple brands and markets
Inconsistent user experiences across brand websites
A platform that slowed innovation and experimentation

Additionally, customer journey analysis revealed opportunities to improve the user experience on key brand sites, particularly for Optimum Nutrition.

Glanbia Performance Nutrition needed a modern commerce platform that could support global scale while delivering faster, more seamless digital experiences for its customers.

The Approach

A two-part transformation to modernise commerce and elevate customer experience.

VML partnered with Glanbia Performance Nutrition to deliver a strategy that addressed both platform modernisation and customer experience improvement, ensuring the new ecosystem would drive greater agility, scalability, and stronger digital journeys.

Migrating from SAP Hybris to Shopify created a more flexible and scalable e-commerce foundation. The new platform enables faster feature development, simplified global operations, and a modern infrastructure capable of supporting Glanbia Performance Nutrition’s growing portfolio of nutrition brands.VML partnered with Glanbia to deliver a strategy that addressed both platform modernisation and customer experience improvement, ensuring the new ecosystem would drive greater agility, scalability, and stronger digital journeys.

Key digital journeys were redesigned to improve product discovery, engagement, and conversion across brand websites. By refining navigation, content structure, and purchase flows, the new experience helps customers find the right products faster while delivering a smoother end-to-end shopping journey.

The Solution - A Modern Commerce Platform

VML led the migration from Hybris to Shopify, creating a flexible platform capable of supporting Glanbia’s global portfolio of nutrition brands.

The rollout followed a phased approach, beginning with Body & Fit and establishing a scalable framework for additional brands including Optimum Nutrition, Isopure, and BSN.

By leveraging Shopify Markets, the new platform simplified international commerce management, enabling the business to efficiently handle regional storefronts, currencies, and localization from a unified environment.

Experience-Led Design

Alongside the platform migration, VML conducted an in-depth UX improvement programme focused on enhancing the digital experience for Optimum Nutrition customers. These insights informed a series of redesigned customer journeys focused on simplifying navigation, improving product discovery, and streamlining the purchase experience. High-fidelity wireframes and prototypes were developed using Figma, ensuring the designs could be implemented efficiently within Shopify’s theme architecture.

The Process Included:

Heuristic UX reviews

Behavioural analytics analysis

Stakeholder interviews

Usability testing

A Connected Commerce Ecosystem

To support global operations, the platform integrates a suite of best-in-class commerce technologies. Payments are powered by ShopPay, while customer support is managed through Freshdesk. Marketing automation and customer engagement are enabled via Emarsys.

Customer reviews and social proof are delivered through integrations with Bazaarvoice and Trustpilot, while privacy and consent management is handled by OneTrust. Performance insights and behavioural analytics are captured using Google Analytics 4.

Together, these integrations create a connected commerce ecosystem that enables Glanbia to continuously optimise the customer experience while maintaining the flexibility needed to evolve its global digital strategy.

The Impact

By modernising its commerce platform and digital experience, Glanbia has established a strong foundation for future growth.

The transformation delivers several strategic advantages:

Greater agility in launching campaigns, features, and new brand experiences, enabling faster experimentation and quicker responses to market opportunities.

Improved customer journeys through modern UX design and streamlined purchase flows that reduce friction and increase conversion.

Simplified management of global commerce operations across multiple brands and markets from a single platform.

A future-ready digital platform designed to scale with business growth, supporting increasing traffic, new capabilities, and expansion into new markets.