Kineon Ignites 534% Revenue Growth with CRO-Driven Expansion

Kineon operates a successful Shopify-based DTC store (kineon.io) selling medical-grade products directly to consumers.

As the business expanded, a growing network of medical practitioner partners (clinics, physiotherapists, orthopaedists) required a distinct B2B experience.

Prior to the engagement:

• Practitioners used the standard consumer storefront
  
  
• Partner discounts were managed manually
  
  
• Sales attribution via partner codes lacked transparency
  
  
• Educational and marketing materials were distributed ad hoc
  
  

This setup did not scale and risked undermining both brand control and partner relationships.

Kineon needed to support two distinct audiences on the same commerce backbone:

Conversion & workflow issues

• Practitioners required faster, repeat ordering
  
  
• Consumer UX was not fit for professional purchasing behaviour
  
  

UX / design limitations

• No authenticated partner-only environment
  
  
• No self-serve access to materials or sales data
  
  

Brand & positioning gaps

• Medical partners expect a professional-grade portal
  
  
• Consumer storefront diluted B2B positioning
  
  

Technical & strategic blockers

• Shopify alone could not natively support:
  
  
  
  • Partner dashboards
    
    
  • Sales attribution visibility
    
    

Custom permissions and data views

Methodology

We designed Kineon MPP as a custom B2B web application that:

• Extends Shopify rather than replacing it
  
  
• Acts as a secure bridge between:
  
  
  
  • The Shopify store
    
    
  • Practitioner-facing tools and data
    
    

The portal was built as a separate authenticated layer, purpose-built for medical partners.

Strategic Rationale

Instead of migrating away from Shopify or forcing B2B workflows into the consumer store, we:

• Preserved Shopify as the transaction and checkout engine
  
  
• Built a custom app to handle:
  
  
  
  • Authentication
    
    
  • Partner logic
    
    
  • Data aggregation
    
    
  • Custom UX
    
    

This avoided disruption to the DTC business while enabling a fully tailored B2B experience.

The portal evolved iteratively as partner needs became clearer:

• Initial focus on authenticated ordering
  
  
• Expansion into sales tracking and dashboards
  
  
• Addition of educational and marketing resources
  
  
• Refinement of partner code attribution logic
  
  

Each phase was tested against real partner workflows.

Deliverables

• Kineon Medical Partner Portal (MPP)
  
  
• Secure partner authentication system
  
  
• Partner-only product pricing and deals
  
  
• Sales dashboard for partner code performance
  
  
• Centralised library for educational & marketing content
  
  

Channels / Platforms

• Custom web application (partner portal)
  
  
• Shopify GraphQL API for:
  ‍
  
  • Products
    
    
  • Orders
    
    
  • Checkout sessions
    
    
• Shopify checkout retained for payments and fulfilment
  
  
• Secure auth bridge between portal and Shopify customer accounts
  
  

Key milestones

• Partner authentication and access control implemented
  
  
• Shopify checkout successfully embedded into B2B flow
  
  
• Sales attribution dashboards launched

• Portal rolled out to medical partners

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