WooCommerce Case Study: nutribullet, 50 Million Units Sold Online
WooCommerce case study: nutribullet sells blenders, juicers and kitchen appliances. Its online store launched in 2012, and Rowerr carried out a complete revamp in 2018 and has worked on it ever since. The store lists 183 products, has recorded about $700 million in sales over the last five years and more than 50 million units sold online. We also built the business’s Azoro CRM and fixed a Stripe checkout error caused by a missing phone field.
- CLIENT & MARKET
- nutribullet · United States store (USD)
- PLATFORM
- WordPress · WooCommerce · custom theme
- PROJECT HISTORY
- 2018 revamp · ongoing
- ROWERR'S ROLE
- Store revamp, ongoing development, Azoro CRM, checkout fixes
Results at a glance
| Business task | Run a direct-to-consumer store for a major blender brand that also sells through retailers and distributors. |
|---|---|
| Before | An online store running since 2012 that needed a complete revamp. |
| Constraints | Very high order volume, US sales tax, several payment methods, a large catalogue with replacement parts. |
| What we changed | Complete revamp in 2018, ongoing development, the Azoro CRM, and a fix for a Stripe checkout phone-field error. |
| How we checked | For the checkout fix: retested with the phone field empty, hidden and required, and checked currency, totals and one successful payment per test. |
| Measured result | About $700M in sales over the last 5 years and 50M+ units sold online, from the website and Azoro CRM records. |
| Status | Checkout error solved. Profit figures are kept private at the client's request. |
Figures reported by the client, website and Azoro CRM records, published with the client's approval, November 2026.
Book a free consultation →Project Overview
nutribullet is a consumer kitchen-appliance brand from California. It sells personal, full-size and portable blenders, juicers, baby-food equipment and replacement parts. Besides its own website, it sells through many retail points and a distributor network.
The online store first launched in 2012. In 2018 Rowerr carried out a complete revamp, and we have worked on the store ever since. We also built and supplied Azoro, the CRM the business uses alongside the website.
Business Challenges
- Scale: a store selling millions of units needs to stay fast and reliable.
- Many sales channels: the website works alongside retailers and distributors.
- After-sale service: warranty registration, order status and replacement parts.
- US tax and payments: automated sales tax and several payment methods.
- Checkout error: a Stripe checkout session failed because the checkout had no phone field.
How Customers Buy
| Step | What happens |
|---|---|
| Discover | Recipes, health content and a product quiz help customers choose the right blender. |
| Buy | Direct purchase in USD, free shipping on US orders over $45. |
| After the sale | Order status, product registration, a one-year warranty on blenders and juicers, and replacement parts. |
The stack
| Need | Tool |
|---|---|
| Theme | Custom nutribullet theme |
| Store | WooCommerce |
| Payments | WooPayments, PayPal, Payment Plugins for Stripe |
| Sales tax | WooCommerce AvaTax |
| Search | ElasticPress |
| Marketing and tracking | Facebook for WooCommerce, Google Tag Manager |
| Site tools | Jetpack, Post Views Counter |
| CRM | Azoro |
A Complete Store Revamp
The problem: a 2012 store for a brand that had grown enormously.
The store had run since 2012 and needed to be rebuilt for the brand’s size.
How we solved it
We revamped the whole store on WooCommerce with a custom theme, fast ElasticPress product search, automated US sales tax with AvaTax, and recipes, a product quiz, warranty registration and replacement parts built into the customer journey.
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The goal: keep a very large store growing.
Since the revamp we have kept improving the store and supplied the Azoro CRM. According to the website and Azoro records, the store has sold more than 50 million units online and recorded about $700 million in sales over the last five years.
Fixing a Stripe Checkout That Needed a Missing Phone Field
The problem: checkout sessions could not be confirmed.
With Adaptive Pricing switched on for the Universal Payment Method in Payment Plugins for Stripe, the checkout session required a phone number, but the checkout had no phone field. The two settings disagreed, so the payment could not be confirmed.
What caused it
This was a mismatch between the checkout’s field setup and what the payment session required. It is not the same as a phone number entered in the wrong format, so a formatting fix would not have helped. Payment Plugins for Stripe 4.0.20 corrected how optional and hidden phone fields are handled.
How we fixed it
- Confirmed the exact error and gateway, and checked whether the phone field was required, optional or hidden.
- Turned Adaptive Pricing off for the Universal Payment Method as a temporary workaround, and checked currency and totals.
- Updated Payment Plugins for Stripe to 4.0.20 on staging and restored the intended phone setting, without adding fake phone values.
- Retested with Adaptive Pricing on, with the phone field empty, hidden and required.
- Checked currency, totals and one successful payment per test.
- Left the compiled payment scripts untouched and kept the original settings for rollback.
Status: solved. Checkout confirms normally with the intended phone setting.
Results
| Year | Business challenge | Solution and outcome |
|---|---|---|
| 2018 | Store from 2012 outgrown by the brand | Complete WooCommerce revamp |
| 2018–2026 | Keep growing at scale | Ongoing development and Azoro CRM; 50M+ units online, ~$700M sales in 5 years |
| 2026 | Stripe checkout failing on missing phone | Workaround, plugin update, phone setting restored; solved |
WooCommerce Brand Store & Stripe Checkout FAQ
01Why does a Stripe checkout fail with a missing phone number when Adaptive Pricing is on?
On nutribullet.com the payment session required a phone number while the checkout had no phone field, so the two disagreed. A missing phone field is a different problem from a phone number in the wrong format, and needs a different fix.
02Is turning off Adaptive Pricing a permanent fix?
No. It is a safe temporary workaround that lets customers pay while you fix the setup. It changes how prices are shown, so check currency and totals while it is off, then update the plugin and turn it back on.
03Should I add a fake phone number to get past the checkout error?
No. Restore the phone field setting you actually want in the supported checkout configuration, and update the payment plugin. Fake values pollute your customer data and hide the real problem.
04Can WooCommerce run a big consumer brand’s online store?
Yes. nutribullet.com runs its US store on WooCommerce with 183 products, a custom theme, ElasticPress search, AvaTax sales tax and WooPayments and PayPal checkout.
05How does a brand store support customers after the sale?
nutribullet.com offers order status, product registration, a one-year warranty on blenders and juicers, and replacement parts, which keep customers coming back.
Key Takeaway
At nutribullet’s scale, small checkout errors cost real sales. Read the exact error first: a missing field and a wrongly formatted field look alike but need different fixes.
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