Maïa Cosmétiques: WooCommerce overhaul and subscription tunnel

In 2019, Maïa Cosmétiques launched a DTC brand specialising in natural skincare. By 2024, their Shopify platform had reached its limits: the average basket value was capped at €38, a checkout abandonment rate of 71 %, no in-house way to manage recurring subscriptions, and a monthly software cost exceeding €800 when all apps were taken into account (Recharge, Klaviyo, Loox, Bold Subscriptions).

The brief: to regain technical control, reduce the total cost of ownership (TCO), and, above all, unlock the subscription model – which already accounts for 28 % of turnover but cannot be utilised on Shopify Plus without binding annual contracts.

Requirements: 14,000 product references, Cegid ERP synchronised in real time, multilingual (FR/EN/ES), strict GDPR/PCI-DSS compliance (medical data for the "targeted active ingredients" range), and migration with no downtime during the three-day switchover period.

Technology stack: WooCommerce 9 on Coolify’s managed infrastructure (2 instances + Redis + replicated MySQL). Native WooCommerce subscriptions + the WooCommerce Subscriptions plugin for recurring payments. Stripe for credit card payments, GoCardless for SEPA direct debits (fees reduced by a factor of three on monthly subscriptions). WPML for the three languages, ACF Pro for rich content (interactive skin tester, application videos).

Customised checkout process in 2 steps instead of 5 (reducing friction). Post-purchase upselling via a thank-you page featuring a limited-time offer on the full routine (target acceptance rate: 12 %).

Cegid synchronisation via a two-way webhook (stock levels, prices, orders). Klaviyo integration retained for email marketing. Loox replaced by our custom plugin for customer-generated photo content (saving €89 per month).

Migration in 3 days: Day 1 – import catalogue and customers; Day 2 – 301 redirects and acceptance testing; Day 3 – overnight DNS switchover + 14 days of monitoring.