Wholesome Grove: a 24 product supplement store built on Shopify | Digital Heroes

A 24 product wellness catalogue in six shapes

Wholesome Grove sells daily supplements in dollars, under its own registered name on every product title. The public feed lists 24 products across six product types: wellness supplement, sports supplement, collagen supplement, protein coffee, tea and pet supplement. Single item prices sit between 22.95 and 44.95 dollars. Five bundles sit above them, priced from 59.48 to 97.72.

The specifics matter more than the summary. Powders, capsules and gummies: multi collagen peptides, creatine monohydrate, shilajit gummies, NAD+ with resveratrol, whey protein in vanilla and chocolate, mushroom coffee and ceremonial matcha. Protein coffee in caramel, hazelnut and vanilla, each one a separate entry in the feed. A four piece topical serum range covering lip, brow, eye and face. And a full pet line: hip and joint mobility soft chews, calming chews and probiotics, all for dogs.

Ten collections carry that catalogue: Best Sellers, New Arrivals, Daily Supplements, Daily Wellness, Collagen & Beauty, Energy & Focus, Recovery, Sports Nutrition, Protein Coffees and Pet Vitality. Twenty five tags run underneath, covering ingredients such as shilajit, creatine, matcha, turmeric and glucosamine, attributes such as non-GMO and gluten free, and outcomes such as energy, focus and mobility. The home page on Wholesome Grove opens with goal based entry points rather than a product grid.

The problems a supplement catalogue creates

Supplements are a repeat purchase business dressed up as a retail business. A tub lasts a month. The first order is marketing, the second order is the company. Almost every hard decision in a store like this points at the second order: how quickly a returning customer can reorder, whether they can see what they bought last time, whether the site remembers a routine rather than a single product. A storefront that only optimises the first checkout has built half a business.

The price band against the shipping threshold

Single items here run from 22.95 to 44.95 dollars, and the cart drawer on the live site counts down the spend remaining before shipping becomes free at fifty dollars. Those two numbers are in tension on purpose. A single tub of creatine at 24.99 sits at half the threshold. A single protein coffee at 29.95 sits below it. The store therefore has to give a shopper an obvious and non-annoying way to add a second item, which is exactly what the goal collections and the pre built stacks are for. The progress counter in the drawer is the mechanic that makes the gap visible early instead of leaving it as a surprise at checkout.

Bundles as products, not as cart rules

The five stacks on this store appear in the product feed as products in their own right, each with a single price. The Beauty Stack shows at 59.48 against a combined component price of 69.98 on the same page. That decision has consequences in both directions. Sold as a product, a stack gets its own page, its own photography, its own place in a collection and its own advertising destination. Sold instead as a cart rule, it would keep inventory perfectly honest and would have none of those things.

Choosing the product route means someone has to answer the inventory question properly. When a stack sells, the component stock has to move, and when one component runs out the stack has to stop being sellable. Shopify handles this through bundle apps or component linking, and it is not automatic. Get it wrong and you oversell the one component everybody wants, then cancel orders, which is the most expensive mistake a supplement brand can make with a first time customer.

Flavour as a product, not a variant

Every product in the feed carries a single variant. Caramel, hazelnut and vanilla protein coffee are three separate products, not three options on one. That is a defensible trade and worth understanding before copying it. Three products means three indexable pages, three sets of images and three flavour specific advertising destinations. It also means three separate review pools, three sets of stock to watch, and no built in way to switch flavour from the page you are standing on.

If you go that way, the product template has to supply the missing switch by hand, usually through a metafield list or a shared tag that renders sibling flavours as clickable options near the buy button. Without it, a shopper who wants vanilla and landed on caramel has to reverse back into a collection page to find it, and a meaningful share of them will not bother.

Three taxonomies over one catalogue

This store sorts its products three ways at once. Product type describes what the thing is. Collections describe what the shopper wants, which is why the goal groupings are Collagen and Beauty, Energy and Focus, Daily Wellness and Recovery. Tags describe what is in it and what it avoids. Shoppers do not arrive thinking in molecules. They arrive with a feeling, which is why the goal path is the front door and the ingredient tags sit underneath it as filters.

The engineering requirement is that all three resolve to something real. Every tag has to reach a filterable result, every automated collection needs a rule that stays correct as products are added, and every manual collection has to be somebody's job or it rots. A tag that leads nowhere is decoration, and decoration on a product page reads to a careful buyer as neglect.

Two species, one cart

Dog chews and human capsules in one store is not a novelty. It is a sensible extension, because the buyer is the same person and the repeat cadence is similar. It does change the build. Pet products need their own compliance language, their own collection path, which is Pet Vitality here, and recommendation logic that never crosses the species line. Little destroys trust faster than a related products row suggesting a dog supplement underneath a face serum.

Regulated copy and a gated map

Supplement pages sold in the United States sit inside labelling rules, and the theme has to make room for that: a supplement facts panel that stays readable on a phone, a full ingredient list that is not swallowed by a collapsed accordion, and a fixed disclaimer region that appears on every product without anyone remembering to paste it in. The live store also answers visitors from unsupported countries with a market restriction message rather than taking their order. That is a deliberate setting, and for a supplement brand it is the correct one: sell where your labelling is compliant, and say so plainly everywhere else.

What Digital Heroes delivered

Digital Heroes built the Shopify storefront. The live site runs a custom theme reported in the page fingerprint as digitalheroes-pro-4-0, sells in USD, and publishes 24 products across the ten collections listed above.

Visible on the build: goal first navigation, with shop by goal entry points sitting above the product grid; a cart drawer that combines a free shipping progress indicator, a discount code field and express wallet buttons including Apple Pay and Google Pay; best sellers and new arrivals merchandised as their own rows; a comparison block setting the range against standard supplements; a stack section that sells the pre built routines as products; a family section extending the same argument to pets; and a content area for education rather than another banner.

The catalogue is structured rather than dumped: six product types, ten collections and twenty five tags across 24 products, which is a ratio that keeps filtering useful instead of noisy. Digital Heroes signs a specification before any code, which for a store shaped like this one means agreeing the bundle model, the shipping threshold and the tag taxonomy up front rather than discovering them inside a theme file in month three. The same discipline sits behind more than 2,000 reviews across public platforms.

What is deliberately absent from this page: sales, traffic, retention and subscriber numbers. The home page leads with a subscriber count as a trust signal. That is the brand's own claim about its own business, and restating it here as a verified figure would quietly make it look like ours. It is not.

What to take from it if you sell supplements

The lesson that transfers is that a supplement store is a merchandising problem wearing a development costume. The hard parts of this build are not visual. They are the price band against the shipping threshold, the bundle model, the flavour architecture and the three overlapping taxonomies. Settle those four before you look at a theme and the theme becomes straightforward. Settle them afterwards and you will be rebuilding collection logic while orders are coming in.

Go and check one thing yourself. Add a single item to the cart on the live store and watch the drawer. The free shipping counter will tell you exactly how far you are from the threshold, and the stack you are shown next is the store's answer to that gap. Then compare a stack price against the sum of its parts on the same page. That pair of interactions is the commercial engine of the whole storefront, and it is reproducible in any catalogue with a similar price band.

What this does not prove is that a well built store sells supplements. Ingredient sourcing, product quality, pricing and marketing decide that, and none of them are a developer's call. What a build can fairly be judged on is whether the structure holds as the catalogue grows, whether the filters stay honest, and whether a returning customer can reorder without thinking about it. All three are checkable on the live site today, which is the standard Digital Heroes writes case studies to.