Case Study: Indyvit AG

Democratising supplement consumption

The vision of is to democratize the supplement industry and offer full control to customer over their vitamin consumption. R17 is in charge of performance marketing and Shopify development and design. We are also a shareholder and serve on the board of directors.

Supplements E-Commerce
Basel, Switzerland

The results


awards won


lower customer acquisition costs


complex migration to Shopify

Management Summary

In association with the two founders, Philip Bienz and Philipp Kirschbaum, we shaped and further developed the business model of Indyvit - with particular attention to the customer acquisition process. Furthermore, we developed a strategy on how to onboard and standardize B2B-affiliates on Shopify.

In performance marketing, the customer acquisiton was the biggest challenge, namely to acquire customers on Facebook and Instagram with a reasonable ROAS. We rolled out extensive UGC and invested heavily in the creative strategy - it was not that easy to bring a complex vision "democratizing supplements" into a consumer-ready-message. Eventually, we improved and were able to lower the CaCs by 25%.

In 2022, Indyvit won 2x awards at the Swiss Digital Commerce Awards, for Best E-Commerce Start-Up and Best Feature.

Democratising supplement consumption

"We initially were an agency client of R17 Ventures; however, after 3 months we decided to get them onboard as a shareholder too. We appreciate their pragmatism and their very deep understanding of digital marketing, Shopify and e-commerce in general."

Philipp Kirschbaum
Co-Founder & CEO, Indyvit AG
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