Online eyewear sales for eye care providers, without building a store

The real constraint

Eyelation had spent 10+ years placing prescription eyewear kiosks across the US. Eye care providers (ECPs) wanted the benefits of e-commerce. None of them wanted to build and run their own platform.

The CEO's brief was clear:

"I do not want to displace eye care providers. I want to help eye care providers capture sales from every one of their patients."

So the product couldn't compete with the ECP. It had to work for them.

The decision

A white-label store per provider, with Eyelation doing the heavy lifting. Eyelation called it the "web order" program.

1. Create a store. The ECP adds their brand and contact details.
2. Invite patients. A branded email with a link logs the patient straight in. They can take a new picture, upload a prescription or order with their benefits, all from their phone.
3. Make sales. A new revenue channel for the practice. Eyelation processes and fulfills every order for a small fee.

The storefront

The audience: the roughly 20% of a practice's patients who want to buy glasses online.

ECP patients span every age. We branded and designed the storefront for 25 to 35 year olds, because Eyelation's own conversion data pointed to that group converting best.

Under the hood: a CMS for providers

A custom CMS connected to the Magento storefront. Providers upload patient lists, send branded invites and track orders without technical help.

The bar: running an online eyewear store should feel as simple as managing a contact list.

What I'd measure today

If I ran this now, I'd set the success metrics before launch: share of invited patients who order, repeat order rate, and revenue per participating practice. Without those, the design can look finished and still tell you nothing about whether it worked.