Techtic X Pandanus: Scaling Smoke Free: Engineering a High Performance DTC Brand

Overview

Pandanus started with a WordPress site that Techtic had built and maintained. But as the brand grew, so did the limitations. The nicotine pouch market was exploding, projected to reach $28.4 billion by 2030, growing at 32.6% annually and the existing platform couldn’t keep pace. Constant updates were needed just to maintain functionality, and adapting to new eCommerce technologies meant rebuilding rather than patching. The founder recognized a critical truth: you can’t keep updating old infrastructure forever. Techtic took on the challenge, delivering a complete transformation in just 3 months. The new shopify platform addressed everything: disjointed navigation, unclear pricing structures, weak conversion elements, and lack of educational content that left first-time buyers hesitant.

2x

Conversion Growth

5.9x

Sales Growth

20%

AOV Growth

4.5x

Orders Growth

Technologies Stack

Industry

Digital Commerce / Health & Wellness

Tools & Technologies

Shopify 3.0, HTML5, CSS3, JavaScript, Multi-Currency Apps

Services

UX/UI Redesign, CRO Strategy, Custom Theme Development

Problem

With the nicotine pouch market capturing share from traditional tobacco and over 72% of purchases now happening on mobile, Pandanus needed a platform built for this new reality, not one held together by maintenance fixes. Navigation felt fragmented, product discovery lacked clarity, pricing structures were confusing, and key conversion elements were missing. Techtic stepped in to lead this transformation replatforming the experience on Shopify, aligning UX with conversion strategy, and building a system designed for speed, clarity, and scale.

01. Homepage

The homepage was transformed with strong above-the-fold CTAs, trust indicators, and credibility signals. Strategic sections including best sellers, brand highlights, and educational content increased engagement, while integrated reviews and FAQs built trust from first interaction.

02. Product Detail Page

High-quality image galleries, clear pricing structures and detailed product specifications were incorporated to improve clarity. The inclusion of related products, upsell sections, and brand storytelling elements helped enhance user engagement and increase AOV.

03. Product Listing Page

Advanced filtering and sorting functionalities were introduced to help users narrow down their choices efficiently. Additionally, quick add-to-cart functionality was implemented to reduce friction and enable faster purchasing decisions.

04. Cart & Checkout

Users can easily manage products within the cart, and the checkout process was simplified with clear pricing, order summaries, and an intuitive flow. Enhancements in payment and delivery presentation ensured a smoother and more reliable transaction experience.

05. CRO and Trust-Building

Conversion-focused strategies were applied: strategic CTA placement, friction reduction in buying journeys, and upsell opportunities at key touchpoints. Educational content (“What is Snus?”), customer reviews, and policy pages addressed concerns and built purchase confidence.

06. Educational Content

Dedicated informational pages and FAQs were introduced to educate users about the product category and address common queries. This helped build trust, improve user understanding, and support informed decision-making.

Outcomes

Techtic delivered a complete transformation positioning Pandanus to capture its market share in the nicotine pouch category. The restructured UX solved discovery challenges affecting 68% of DTC brands, where product confusion drives abandonment. Klaviyo automation and upsell tools created retention engines critical in a category where lifetime value averages 3.2x single purchases. Mobile-first optimization and multi currency support opened international expansion. The scalable foundation enables adding brands and executing campaigns without limitations. Techtic Technolab Pvt Ltd was brought in to rebuild the digital foundation, creating a conversion-focused Shopify experience designed for clarity, scalability, and growth.