Rebuilding a complex fresh-meal platform on Shopify for ThuysVers
ThuysVers is a Dutch fresh-meal company that delivers ready-to-eat meals across the Netherlands, focusing on quality, convenience and consistency in a category where logistics and customer expectations leave very little room for error. Founded five years ago, the brand has grown quickly and operates with weekly changing menus, location-dependent delivery logic and ambitious plans to scale further in the coming years.
De uitdaging
ThuysVers was running their business on WordPress and WooCommerce, a setup that had supported them in the early stages but increasingly struggled to keep up with their operational complexity and growth ambitions. The website had become slower, marketing flexibility was limited, and managing weekly menu changes required too many workarounds. On top of that, the checkout flow did not reflect the realities of their delivery model, where shipping options depend heavily on postal codes and distribution zones.
Timing added another layer of complexity: there was less than two months to deliver a fully new platform. Because of this tight deadline, ThuysVers turned to us because of our experience with Shopify, food brands and subscription-driven business models, and because they needed a team that could move fast without losing strategic depth.
Our Approach
1. Define and design as one team
Given the short deadline and the complexity of the business, we kicked off with an intensive four-day on-site define and design sprint in Amsterdam. Instead of treating design and development as separate phases, we tackled them together, mapping the most important user flows while simultaneously validating them from a technical and operational perspective.
This allowed us to fully understand how weekly menus, logistics, delivery zones and customer expectations fit together, and to rethink parts of the concept where needed.
2. Moving from WooCommerce to Shopify
We migrated ThuysVers from WooCommerce to Shopify to provide a faster, more reliable and more scalable foundation. Shopify’s ecosystem offered stronger marketing capabilities, better operational tooling and a setup that could grow alongside the business without constant technical maintenance.
On top of Shopify, we built a fully custom theme using our Horizon design system, ensuring a consistent and recognisable brand experience across all pages while still allowing enough flexibility for future growth. The migration covered everything from products, customers, redirects and DNS to metafields, analytics and SEO continuity, making sure no momentum was lost in the transition.
3. Solving real-world food complexity with custom logic
The true complexity of this project lived beneath the surface. ThuysVers works with menus that change every single week, delivers nationwide, and needs to ensure that customers only see shipping methods that actually apply to their location. To support this, we built custom Shopify logic and applications that handle postal-code validation, dynamic shipping method selection, smarter cart behaviour and discount and referral flows, all tailored to ThuysVers’ operational reality.
This ensured that the customer experience always aligns with what happens behind the scenes, reducing friction for both customers and internal teams.
Het resultaat
In under two months, ThuysVers launched a completely new Shopify platform that supports their complex business model while significantly improving performance, usability and marketing flexibility. The website is faster, the checkout flow better reflects delivery logic, and the platform is now ready to scale with the company’s ambitions. Customer feedback after launch was immediately positive, reinforcing that the improvements were not just technical, but usable and logical for end users as well.
“What really stood out for me was the level of strategic thinking. It didn’t feel like we were just sending briefings and getting things built. It felt like working with a partner who truly listened to our challenges and helped find real solutions.”
— Pieter, Founder at ThuysVers
Looking to migrate from WooCommerce to Shopify? Reach out to us to see what's possible.
