How quip Scaled Seamlessly by Replatforming to Shopify Plus

Case Study: quip’s Fast-Track Migration to Shopify Plus

quip built a loyal following on the promise of simple, elegant oral care. But their custom platform turned into a bottleneck: slow feature releases, ongoing maintenance, and mounting support cases. In response, quip chose Shopify Plus and tapped Avex to keep pace with rapid growth.

The Challenge: A Platform That Couldn’t Keep Up

As quip expanded product lines and refined its subscription model, every update demanded custom code. The tech team spent more hours fighting bugs and less time iterating on customer-facing improvements. Limited search and content tools frustrated shoppers. Support tickets piled up, delaying new campaigns and holiday launches.

The Solution: Shopify Plus and Avex Partnership

Avex began with a focused discovery phase, mapping products, customer profiles, and order history to Shopify’s structure. In just four months, data migration was complete and the storefront launched on a custom theme adapted from Avex’s library. By offloading infrastructure and harnessing Shopify’s APIs, quip freed its engineers to innovate rather than patch legacy code.

Subscriptions Built for Retention

Subscription is central to quip’s mission—customers need fresh brush heads every three months. Working with Recharge, Avex implemented tailored subscription logic so customers can manage refill schedules themselves. Self-service support via Recharge drove a 70% drop in refill plan cases, boosting customer satisfaction.

Agile Content Management

Shopify’s built-in page builder put control in marketing’s hands. With a drag-and-drop interface, quip launched its award-winning 360 Oscillating Toothbrush and a holiday Gift Guide in record time—without ticketing a developer.

Warranty Integration with Loop

To streamline post-purchase support, quip integrated Loop for returns and warranty claims. The result was a 45% reduction in warranty-related tickets, letting quip allocate support resources to proactive outreach and loyalty programs.

Results at a Glance

• 70% decrease in refill plan management support cases
• 45% decrease in warranty and returns inquiries
• Full migration completed in 4 months
• Real-time content updates, no engineering wait

By moving to Shopify Plus with Avex, quip achieved significant operational gains and built a solid foundation for future growth. Their teams now focus on customer experience, new products, and global expansion—rather than patching a legacy stack.