How Qualitea Evolved from a Shoplink to a Full-Scale Lifestyle Brand with Webflow and Shopify

Overview

Qualitea, founded by a globe-trotting flight attendant, is a tea brand rooted in travel, story, and ritual. When we first partnered, their site existed only as a shopping link experience. Our job? Transform it into a high-conversion, immersive brand platform. We started in Webflow—building narrative, visuals, and engagement—and transitioned into Shopify to deliver powerful eCommerce capabilities with custom metafields, color logic, UGC, reviews, and loyalty built in.

The Challenge

• Started as a shoplink with limited storytelling or navigation

• Needed a brand experience that reflected the global roots and benefits of each tea

• Founder wanted to merge education, flavor, and storytelling into the shopping experience

• Product visuals were beautiful but underutilized in the experience

• Required advanced eCommerce functionality like subscriptions, metafields, UGC, and loyalty

• Needed to unify editorial content, commerce, and social selling into one system

The Nexus Commerce Solution

• Webflow Site Build, turning a shoplink into a storytelling destination with About page, blog, and recipes

• Founder Storytelling + Editorial Content, anchoring the brand in global sourcing and lived experience

• Custom Product Photography + Secondary Imagery, with lifestyle and ingredient-based visuals throughout the site

• Color-Matched Hero Sections, using metafields to change page color based on the tea’s flavor profile and energy

• Custom Product Cards, displaying title, price, 1-liner, origin, benefits, and ingredient tags dynamically

• Animated 3-Letter Origin GIFs, highlighting each tea’s roots in global travel directly on the product page

• Location-Based Discovery, enabling users to shop teas based on where they're from

• Transition to Shopify, with a custom storefront designed for ease of fulfillment, management, and growth

• Subscriptions + Bundles, helping customers replenish and explore

• Klaviyo Email Integration, with dynamic segments based on product types, benefits, and timing

• Smile Rewards, encouraging customer loyalty through gamified points and milestones

• Social Selling Integration, including TikTok, Instagram, and Facebook shop sync

• Interactive UGC Integration, letting customers shop directly from tagged social content

• Technical Domain Management, reclaiming and securing the primary brand domain for future-proofing

• Nexus Workspace, managing timelines, deliverables, creative collaboration, and ongoing updates

Results

• Brand Evolution Achieved, going from a shoplink to a fully immersive lifestyle experience

• Increased Customer Loyalty, via rewards, subscriptions, and personalized journeys

• Improved Conversion Rates, from richer product cards, simplified checkout, and storytelling-based design

• Expanded Reach, with dynamic UGC, social commerce, and location-based shopping

• Founder Vision Realized, with an experience as rich and curated as the tea itself