Pulsetto builds wearable technology for people who can’t afford to burn out. Its device activates the parasympathetic nervous system, giving stressed professionals a drug-free way to manage their mental load. At an average order value above $250, the brand serves buyers who know what they need and expect the purchase experience to match.

When Pulsetto outgrew WooCommerce in mid-2024, the company moved to Shopify. Agnė Ginaitė, who leads marketing, had been a Shopify advocate long before the switch. The platform she’d always wanted was now the one the business needed. In the year that followed, Pulsetto launched eight global markets, built a B2B channel without developer resources, and started building custom internal apps on Shopify’s own infrastructure.

With Shopify, Pulsetto achieved:

• 261% sales growth, vs. 22% for comparable brands
• 8 new country stores launched in months
• Top 10% ranking for growth among ~90 European wellness brands

The challenge: Performance marketing outgrew the original setup

Pulsetto’s store ran on WooCommerce for years. As the business grew, stability and coordination became harder to manage. The site went down at times. Several developers had been working independently, with no clear record of what each had changed, and the team couldn’t diagnose the failures.

“We had a few situations when our website was just down,” said Agnė Ginaitė, chief marketing officer. “We had a few developers. One did one thing, then another did another thing. We were struggling to understand why things were happening.”

Performance marketing was the priority. For a CMO running paid acquisition, downtime translated directly to missed opportunity. Agnė had set a growth target for the business and needed infrastructure to support it. As the team pushed harder on performance marketing, upsell testing, and cross-border expansion, the existing setup constrained what they could test and how fast they could act.

“It was very important to be able to test different solutions, apps, and upsells, and stay ahead of our competition,” said Agnė.

The solution: Stable infrastructure and the freedom to build

Pulsetto migrated to Shopify in mid-2024. The migration took around two months, with most of that time spent on design rather than on the platform itself. The team chose quality over speed and made sure the new store matched what their customers expected from the brand.

Once live, Pulsetto’s four-person web team adopted Shopify as the daily operational foundation for monitoring and optimising store performance. The team activated Shopify Payments across all stores except the UK, consolidated payment infrastructure, and brought Shop Pay Ads to the US market.

“Shopify Payments is great infrastructure because you have everything in the same place. You can change the pricing for the markets,” said Agnė.

Shopify Markets supported the global expansion. The team launched eight localised markets across Europe, covering Germany, the Netherlands, Spain, and others. Markets that previously would have required separate stores and months of developer work now launched through a single workflow.

“We launched eight markets and it took us only a few months,” said Ingrida Astikaitė, CRO and UX/UI designer at Pulsetto. “It’s very easy.”

Ingrida has worked with Shopify for six years. She remembers when combining discount codes required a third-party app, when entering a new country meant an engineering project, when developer time was the bottleneck for almost everything. The B2B store is proof of how that has changed: Pulsetto built it entirely on Shopify’s native infrastructure, with company forms and order flows automated from day one.

“A lot of things don’t even require developers when you work with Shopify now,” said Ingrida.

The team’s appetite grew. They built custom internal apps on Shopify’s API layer, including order tracking and a custom cart integration, replacing third-party apps with tools built for their own workflow. For A/B testing, they built and tested sections directly in the Shopify customiser with Sidekick. For more complex build prompts, Ingrida found a pragmatic workaround: describe the outcome to ChatGPT, let it translate that into a Sidekick-ready prompt, then execute. It adds one step. It works. Three of those sections went on to win their A/B tests.

“We can build and be inside your infrastructure, not outside of it,” said Ingrida.

The result: Eight markets, a B2B channel, and custom tools in-house

Today, Agnė doesn’t worry about the platform going down. She thinks about what to build on it.

Eight localised markets launched in a matter of months. A B2B channel runs without ongoing developer overhead. Three A/B test winners shipped faster because the web team built and tested sections without waiting in a developer queue. Custom apps, built in-house on Shopify’s infrastructure, replaced several third-party dependencies and gave the team control over how the store performs.

The growth shows up in the numbers. Compared with around 90 European wellness and health brands at the same scale, Pulsetto ranked in the top 10% for both sales and order growth. Sales grew 261% in a year, while comparable brands grew 22%. Orders grew 241% in the same period, against an industry average of 18%.

For Agnė and Ingrida, the shift goes beyond operational stability. The platform now supports the way they want to work and the pace they want to set.