The oral care brand migrates to a technical foundation fully controlled in-house. Fewer apps, more velocity, and a storefront that finally matches the brand's image.
Take back control in-house
The team depended on external integrators for the smallest change. The goal: a store the team can evolve on its own, with no development skills required.
Eliminate app debt
The store ran on a pile of third-party apps for the cart, upsells and CRO. Every app = a point of technical friction, a JS conflict risk, and a monthly cost.
Migrate without losing hard-won gains
MyVariations had years of optimization built in. The redesign couldn't start from scratch — every UX detail had to be reproduced, then improved.
MyVariations, one of France's leading e-commerce brands in its category, had reached a point where its existing theme was holding it back rather than driving growth. Too many apps, too many dependencies, too little flexibility.
Theme FullStack emerged as the natural solution: a 100% proprietary foundation built for brands that have already reached a high level of maturity.
MyVariations is one of the first major French DTC brands to migrate its store to a Shopify theme sold outside the official theme store — a strong signal of Theme FullStack's credibility.
The golden rule of a successful migration: don't start from scratch. We first faithfully replicated the existing setup to protect performance, then leveraged FullStack's native capabilities to eliminate friction points.
Third-party cart app (JS conflicts)
Dev dependency for every change
External CRO app stack
Degraded load times
Hard-to-maintain storefront
100% native FullStack cart
Autonomous editing, no dev needed
CRO built in natively
Optimized Core Web Vitals
Consistent design system
Mapping of all components, UX behaviors, and active apps. Identification of friction points and native opportunities.
Faithful reconstruction — same structure, same content, same information architecture — on the FullStack foundation.
The cart managed by a third-party app is replaced by a native FullStack component. Reduced JS conflicts and immediate performance gains.
Upsells, subscriptions and trust elements straight from the theme — no additional app, no extra monthly cost.
The MyVariations team is trained to run and evolve the store in full autonomy, with no external dependency.
estimated additional revenue at constant traffic
An 83.2% result is statistically solid across ~10,000 transactions. The classic 95% threshold hasn't been reached yet — consistent with the test duration. Trends converge across all metrics.
The FullStack Theme is not a generic theme. It is 6 years of expertise condensed into a single codebase — 100% proprietary and built for performance.
Every feature is built natively into the theme. No conflicting third-party apps, no asynchronous loading, no hidden technical debt.
FullStack is 100% proprietary code — not a third-party base, not a fork. It is the culmination of 6 years of cross-functional expertise: Shopify development, CRO, UX design, A/B testing, analytics, marketing, and human psychology.
Migration empowers teams to iterate independently without external dependencies. Every FullStack update automatically enhances your store.
“MyVariations isn't just choosing a theme. It's choosing an infrastructure it owns — one that will grow with it.”
Thomas Giraud — Founder, Theme FullStack & The Deployer
Rated 4.9/5 out of 200+ reviews
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