ReefGro - A Fully Custom Headless E-commerce Rebuild for a UK Coral Aquaculture Business
What ReefGro Says
⏳ Client testimonial coming soon — replace before publishing.
Problem
ReefGro needed a website that matched the ambition of the business, transitioning from a small side project into a genuine UK coral aquaculture brand, while keeping its existing Shopify backend fully intact for products, inventory and payments. The brief called for a completely custom, premium storefront experience built around live coral stock, weekly dispatch logistics, and a wholesale trade offering, all without disrupting the existing product catalogue, checkout, or order management already running through Shopify.
Approach
A fully custom website built from scratch and connected directly to the existing Shopify store via the Shopify Storefront API, giving ReefGro a completely bespoke frontend while Shopify continues to handle products, inventory, checkout and payments behind the scenes.
The build includes live stock status indicators (In Stock, Low Stock, and a Currently Growing waitlist for sold-out corals), a dynamic product template that automatically applies consistent formatting, naming and trust signals to every product added, a dedicated wholesale enquiry and trade account pathway, a full FAQ knowledge base covering delivery, live arrival guarantee, coral care and buying guidance, and a live countdown to the weekly Tuesday dispatch cutoff.
Customer account access was integrated via Shopify's own secure login system, keeping order history and account management fully connected to the existing store.
Full on-page SEO was implemented across the site to support ReefGro's growth as a search-visible UK coral brand.
Outcome
ReefGro now has a fully bespoke premium storefront that reflects the quality and ambition of the brand, while keeping the existing Shopify backend completely intact. Live stock indicators, the weekly dispatch countdown and the wholesale pathway give customers and trade buyers a clear, confidence-building journey from browse to purchase.
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