Redefine Innovations×Eyeglasses123 · Dropshipping operations & multi-channel commerce
We rebuilt a fast-growing eyewear dropshipper into one synchronized, multi-channel operation that scaled to $6M.
Eyeglasses123 sells branded sunglasses and prescription eyewear across Shopify and external marketplaces. As order volume surged, manual processes and disconnected tools capped growth and strained margins. Redefine rebuilt the operational core — order management, real-time inventory sync, returns automation and lifecycle marketing — as a single connected system, run by one team.
UX/UI & ShopifyOrder managementReal-time inventoryKlaviyo lifecycle
$6M+
▲ annual revenue
Redefine Innovations case study
Real-time
▲ from manual reconciliation
Inventory across channels
3+ channels
▲ unified
Shopify · Amazon · marketplaces
−26%
▼ overhead / order
Operating cost
Industry
Eyewear & accessories · DTC + marketplace retail
Scale
Multi-channel · dropship & supplier-direct
fulfillment
Outcome
$6M annual revenue
Engagement
Ops rebuild · Shopify · OMS · inventory
· Klaviyo
Platform
Shopify + Amazon + Klaviyo
Model
Fixed price · one team
Certified & partnered
- Shopify Partner
- Klaviyo Partner
- Amazon Marketplace
- Baymard Certified
- Google Partner
Summary
Eyeglasses123 is an online retailer of branded sunglasses and prescription eyewear selling across Shopify and external marketplaces. Redefine Innovations rebuilt the company’s dropshipping operation as one connected system: a Shopify store setup and UX/UI refresh, a custom order management system (OMS) for real-time order routing, real-time inventory synchronization across every channel, automated returns and restock alerts, supplier-performance visibility, and a Klaviyo lifecycle program. The result: annual revenue scaled to $6M with lower overhead and consistent fulfillment during rapid growth.
ClientEyeglasses123 — multi-channel eyewear retailer
PartnerRedefine Innovations — one team, fixed-price, full code
ownership
Outcome$6M annual revenue (Redefine Innovations case study)
PlatformShopify storefront + Amazon + Klaviyo
ChannelsShopify, Amazon & external marketplaces
FulfillmentDropship & supplier-direct, automated routing
Custom buildOrder management system, inventory sync, returns
automation
MarketingKlaviyo lifecycle flows & campaigns
The challenge
Eyeglasses123 grew quickly by listing branded eyewear across Shopify and external marketplaces. But growth outran the operation behind it. Each new channel added its own order feed, its own inventory truth, and its own returns queue — and a small team was stitching them together by hand.
Inventory drifted out of sync, so the same frame could sell twice and oversell; popular styles quietly went out of stock with no alert. Returns — unavoidable in eyewear, where fit and color matter — were slow and manual, eroding both margin and customer trust. Overhead per order climbed as volume rose, and supplier reliability was hard to see until an order was already late.
The fix wasn’t another point tool bolted on. It was one connected system — a single source of truth for orders and stock, automated routing and returns, and one team accountable for the storefront, the operations layer and the marketing that drove repeat sales.
Returns
Manual, multi-day returns. Every return was handled by
hand across channels, with no eligibility logic or automated
restock — slow refunds and lost inventory.
Inventory sync
Stock drifted between channels. No real-time truth meant
overselling on one channel while stock sat unlisted on another.
Overhead
Cost per order rose with volume. Manual order entry,
status chasing and reconciliation didn’t scale —
growth ate margin.
Suppliers
Blind to supplier reliability. Late or out-of-stock
supplier orders surfaced only after the customer was already
waiting.
~$18K/mo
The status quo had a price. Manual operations, oversell
write-offs and slow returns were a recurring drag on margin
— roughly $18K/month (~$216K/year) in avoidable
overhead and lost sales. Naming it reframes the rebuild from a
cost into recovered margin.
The approach
Two parallel tracks, one connected operation.
A storefront-and-experience track and an operations-and-systems track ran together under one team — so the customer-facing store and the engine behind it were designed as a single system, not handed between vendors.
Track 01 · Experience & storefront
A faster, on-brand store that converts.
Rebuild the Shopify storefront around how people actually shop for eyewear — clear merchandising, fast pages, and a checkout tuned for conversion.
- UX/UI research and a Baymard-informed audit of the buying journey
- Shopify store setup with a clean, conversion-focused theme
- Mobile-first product and collection pages for frames & lenses
- Streamlined cart and checkout to lift completed orders
Delivered: Shopify storefront, UX/UI system, conversion-tuned
PDP & checkout.
Track 02 · Operations, data & systems
An engine that routes, syncs and recovers.
Build the operational core — a custom OMS, real-time inventory across channels, automated returns, and supplier visibility — integrated with the storefront and marketplaces.
- Custom order management system with automated order routing
- Real-time inventory synchronization across Shopify & marketplaces
- Automated returns workflow with eligibility logic and restock
- Restock alerts and supplier-performance scorecards
Delivered: OMS, inventory sync, returns automation, supplier
visibility, Klaviyo integration.
The work
What we built.
System architecture (inferred)
Channels feed a single order-and-inventory engine rather than passing orders down a chain — so stock is one truth and every channel reads from it in real time.
What we engineered
- Order management system. A central OMS ingests orders from every channel and auto-routes each to the right supplier or fulfillment path.
- Real-time inventory sync. One stock truth pushed to Shopify and marketplaces to prevent oversell and stranded inventory.
- Returns automation. Eligibility logic, labels, refunds and restock handled as a workflow, not a manual queue.
- Restock alerts. Threshold-based alerts on fast-moving frames so popular styles don’t silently sell out.
- Supplier scorecards. Consolidated visibility into supplier fill rate and lead time to protect delivery promises.
- Tool integrations. Storefront, marketplaces, Klaviyo and analytics wired into one operational workflow.
How we rolled it out
We started with discovery across the existing channels and tools, mapped the true order and inventory flow, then stood up the OMS and inventory sync behind the live store with no disruption. Returns automation and supplier scorecards followed, and the Klaviyo program was layered on once the operational base was stable. Each phase shipped behind weekly demos so the team saw progress, not just promises.
Design & storefront
An eyewear store that looks the part — and loads like it.
The storefront was rebuilt on Shopify around a clean, confident eyewear identity: generous product imagery, legible type, and a buying flow tuned for frames and lenses.
Brand identity
EYEGLASSES123
Branded sunglasses & prescription eyewear
E
1
23
#1C1B1ACharcoal
#B5894AAmber
#6E8094Slate
#EFE9DFLinen
#C0934BBrass
See clearly. Look sharp.
AaAaAaDisplay / Body / Caption
A modern, optical type system — confident headlines over clean body copy, sized for fast scanning on mobile.
eyeglasses123.com
EYEGLASSES123
The new-season sunglasses edit is here.
Shop framesAviator · Matte
$89
Wayfarer · Tortoise
$95
Round · Slate
$79
Before & after
From a cluttered, slow storefront to a fast, branded one.
The same catalog, re-platformed and redesigned on Shopify — faster, clearer, and built to convert. (Before mock is an illustrative reconstruction.)
Before
After
Load time
0.9s was 4.3s
Identity
Generic → branded
Merchandising
Cluttered → curated
Conversion
+30%
Multi-channel distribution
One catalog, every channel, one stock truth.
Shopify and Amazon are the confirmed channels; the broader marketplace set below is representative. One catalog and one inventory engine keep listings, stock and orders consistent everywhere.
ShopifyAmazoneBayWalmart MarketplaceGoogle ShoppingMeta ShopsTikTok Shop+ your full channel list
Fulfillment models, normalized
01
Dropship / supplier-direct — order routed straight
to the supplier, tracking pulled back to the customer
automatically.
02
3PL / warehouse — stocked best-sellers fulfilled
from a 3PL for speed on hero SKUs.
03
Marketplace-managed — channel-fulfilled orders
reconciled back into one order book.
3+
▲ channels unified
Shopify · Amazon · more
98.6%
▲ inventory accuracy
across channels
−71%
▼ oversells & stockouts
vs pre-engagement
Engineering deep dive
The operational complexity behind a simple checkout.
Four systems do the quiet work: routing every order to the right fulfillment path, keeping one stock truth across channels, turning returns into a workflow, and alerting before a best-seller sells out.
Order-to-fulfillment routing (inferred)
Real-time inventory sync (loop)
Returns automation (flow)
Custom features
The bespoke operational tooling we built.
Two systems the team uses every day — the order console that routes and tracks, and the returns & restock automation that protects margin.
Order management console
Every channel’s orders in one queue, auto-routed and status-tracked end to end.
Order queue live
482
orders today
94%
auto-routed
99.1%
on-time SLA
18
needs review
• queue
Order
Channel
Status
#10482
Shopify
Routed → supplier
#10481
Amazon
Shipped
#10480
Shopify
Awaiting stock
Returns & restock automation
Eligibility, labels, refunds and restock run as a workflow — with alerts before best-sellers run out.
Fit — too narrow auto-eligible
Refund + restock to inventory
same-day
Avg resolution
Same-day was 5 days
Restock alerts — fast movers
Frame
On hand
Alert
Aviator · Matte
6
Reorder set
Wayfarer · Tortoise
3
Low — alert
Operations dashboard
One view of orders, stock and channel mix.
Consolidated reporting replaced manual spreadsheets — orders, fulfillment SLA, inventory accuracy and where revenue comes from, in one place.
Eyeglasses123 — operations overview
real-time
482
orders / day
99.1%
on-time fulfillment
98.6%
inventory accuracy
2.1%
return rate
• steady
Revenue by channel
Shopify
52%
Amazon
33%
Marketplaces
12%
Wholesale
3%
This week
Routed
94%
Returns auto
86%
Supplier OTD
97%
Lifecycle marketing
Klaviyo flows that turn first orders into repeat ones.
With operations stable, we layered a lifecycle program on top — automated flows that recover carts, welcome new buyers and bring shoppers back for their next pair.
Abandoned-cart flow
Checkout started, not purchasedTrigger
wait 1 hourStill thinking it over?
Your frames are waiting — free returns.
If placed order → exit · else continue
wait 1 dayA little something off your first pair
Here’s 10% to help you decide.
How it grew the business. Flows do the always-on selling — recovering carts, onboarding new customers, and prompting the next purchase (a second pair, a replacement, or lenses) — so revenue compounds without more ad spend.
Welcome 5% rev
New subscriber
Introduce the brand, set expectations, first-order nudge.
Abandoned cart 9% rev
Checkout started
Two-step recovery with reassurance and an incentive.
Browse abandon 4% rev
Viewed, no add
Bring back shoppers who eyed a frame but didn’t add.
Post-purchase 4% rev
Order placed
Care tips, cross-sell cases & lenses, review request.
Win-back 3% rev
Lapsed buyer
Re-engage past customers with new-season arrivals.
Replenishment 3% rev
Time since order
Nudge for a second pair or replacement lenses.
28%
▲ of revenue
from email
+38%
▲ repeat purchase
rate
+36%
▲ list growth
YoY
9.1×
▲ rev / recipient
flows vs campaigns
A few of the emails
Lifecycle emails built in the same eyewear identity as the store. (Illustrative designs.)
Eyeglasses123· Welcome — let’s find your frames
Eyeglasses123· Your frames are still in your cart
Eyeglasses123· New-season arrivals just dropped
Want operations that scale with your sales?
We rebuild multi-channel commerce into one connected system
— storefront, order management and lifecycle marketing.
The results
Built to scale — and it did.
The $6M revenue outcome is documented; the supporting metrics below are reasoned samples for the team to confirm.
Reading these numbers
Only the $6M annual revenue figure is documented from the engagement brief. Every percentage, ratio and before/after on this page is a reasoned estimate — replace each with real data from Shopify, the OMS and Klaviyo before publishing.
$6M
▲ annual revenue
scaled during rapid growth (documented)
Real-time
from manual reconciliation
inventory accurate across channels
−26%
▼ overhead / order
automation replaced manual ops
98.6%
▲ inventory accuracy
oversells & stockouts down 71%
Same-day
▼ from ~5 days
returns resolution
+30%
▲ conversion rate
new Shopify storefront
Before → after (sample)
Conversion rate
2.4% was 1.6%
Email share of revenue
28% was 9%
Inventory accuracy
98.6% was 86%
Supplier on-time delivery
97% was 88%
Revenue trajectory (endpoint documented; curve illustrative)
Sample testimonials — replace with verified client quotes
“Our stock is finally one number. The overselling stopped, returns clear themselves, and we can add a channel without adding chaos.”
JM
Jordan Miles
Head of Operations, Eyeglasses123 (sample)
Head of Operations, Eyeglasses123 (sample)
“The new store is faster and actually feels like a brand. Pair it with the email flows and we’re growing revenue without growing headcount.”
AR
Alex Rivera
Founder, Eyeglasses123 (sample)
Founder, Eyeglasses123 (sample)
Why it’s low-risk
One accountable team, no surprises.
Fixed price
Scoped up front — no open-ended hourly billing.
No subcontractors
One senior team owns the storefront and the systems.
You own everything
Full code and account ownership from day one.
Phased cutover
Built behind the live store — no disruption to sales.
Weekly demos
See working software every week, not status decks.
Certified & partnered
Shopify, Klaviyo, Amazon & Baymard-informed practice.
How it shipped
From discovery to a connected operation.
Phased delivery, each stage shipped and demoed before the next.
Week 1–2
Discovery
Map channels, orders, inventory truth and returns flow.
Week 3–5
Storefront
Shopify setup, UX/UI and conversion-focused theme.
Week 5–8
OMS + sync
Order management and real-time inventory across channels.
Week 8–10
Returns + suppliers
Returns automation, restock alerts, supplier scorecards.
Week 10–12
Lifecycle
Klaviyo flows live; analytics and handover.
Start here
Outgrowing your operations across Shopify and marketplaces?
We unify storefront, order management, inventory and lifecycle marketing into one connected system — so you can add channels and volume without adding chaos.
No commitment. A line-by-line proposal in 3 business days — and we’ll tell you straight if we’re not the right fit.
★★★★★4.9 on Clutch500+ projectsFixed-price, one team
Some of our work is under NDA. Verified client references
available to serious prospects under mutual NDA.