Laser Clinics Gives Its Digital Experience a Glow Up with BigCommerce
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4
global markets launched within 6 weeks
10x
increase in peak retail traffic handled during launch
Up to 8%
of bookings now convert into a checkout within the same session
Key highlights:
CHALLENGE.
Legacy systems built with discretely separated booking and buying journeys for shoppers.
A rigid monolithic platform with limited flexible scalability, personalisation, and innovation without significant development.
Laser Clinics needed a more flexible digital foundation to support global growth.
SOLUTION.
Replatformed to a modern composable commerce experience with BigCommerce.
Unified browsing, booking, and buying into a more seamless customer experience.
Built localised clinic experiences with richer content and personalised discovery tools.
RESULTS.
Successfully launched four global markets within six weeks leading up to Black Friday.
Increased booking-to-purchase conversions via new journeys and average transaction value across key markets.
Earned the Emerging Innovator APAC award in the 2026 Commerce Customer Awards.
Making beauty feel one-to-one
From laser hair removal and cosmetic aesthetics to advanced skin treatments, Laser Clinics helps customers feel confident in their skin across nearly 200 clinics worldwide. But as the brand expanded globally, its digital experience struggled to keep up with the personalised care delivered inside its clinics.
By partnering with BigCommerce and Aligent, Laser Clinics launched a modern commerce experience built for flexibility, speed, and scale — creating a more seamless way for customers to discover, book, and purchase treatments online.
The result was a smooth global rollout, stronger digital engagement, and an award-winning transformation recognised with the Emerging Innovator APAC award in the 2026 Commerce Customer Awards.
CHALLENGE
Beauty bookings met digital growing pains.
As Laser Clinics expanded across four global markets supporting nearly 200 clinics, its digital experience became increasingly difficult to scale. Customers navigated separate journeys for booking treatments and purchasing services online, while internal teams managed growing operational complexity on a rigid legacy platform.
“We knew we had a challenge with our digital ecosystems,” shared Zoe Devine, Head of Digital Customer Experience at Laser Clinics. “What it didn't give us was flexibility and scalability, and most importantly, personalisation.”
Key challenges included:
Monolithic architecture that restricts agility and innovation
Disconnected bookings and purchasing journeys
Limited personalisation across the customer experience
No dedicated product detail pages for skin treatments and services
To support its next phase of growth, Laser Clinics needed a more flexible digital foundation built around modern customer expectations.
“We knew we had a challenge with our digital ecosystems. What it didn't give us was flexibility and scalability, and most importantly, personalisation.”
ZOE DEVINE, HEAD OF DIGITAL CUSTOMER EXPERIENCE AT LASER CLINICS
SOLUTION
Building a foundation for faster innovation.
Laser Clinics partnered with BigCommerce and its development agency, Aligent, to launch a modern commerce experience built for long-term growth.
Following build, the rollout moved quickly, with all four global markets launching in six weeks and the final migration completed just in time for Black Friday. To support a smooth launch, the team focused heavily on validation, testing, and change management throughout the process.
“We originally were in a very rigid environment, and we knew we wanted agility, flexibility, and the ability to scale, which BigCommerce offered us,” said Devine.
With BigCommerce, Laser Clinics was able to:
Launch a unified commerce experience across four global markets.
Roll out updates and new experiences faster across clinics and regions.
Scale content across hundreds of skin treatments and services.
Support future innovation without rebuilding core infrastructure.
Aligent, a leading commerce specialist based entirely in Australia, drove the design and build of Laser Clinics' new omnichannel experience across four markets. The team optimised key customer journey flows, delivered a dynamic pricing capability, crafted engaging product detail pages for skin treatments, and executed the multi-market cutover in time for peak trade.
"Laser Clinics knew exactly what they wanted the experience to feel like for their customers; our task was to bring that to reality in a complex environment,” shared Jonathan Day, Founder and Managing Director of Aligent. “Composable architecture gave us the room to bring booking, consultations and commerce together without compromising either. What launched in October wasn't a website. It was a foundation Laser Clinics can keep building on for the next decade."
Giving the customer journey a refresh.
With its new foundation in place, Laser Clinics reimagined how customers discover, book, and buy treatments online — creating a more seamless experience that better reflects the personalised care delivered inside its clinics.
“We wanted to make the online experience more simple,” said Devine.
The new experience makes it easier for customers to browse through skin treatments, understand services, and take action in the same session.
With BigCommerce, Laser Clinics grew to:
Support both service bookings and ecommerce transactions in one journey.
Introduce upsell and cross-sell opportunities in the customer experience.
Streamline how customers move between browsing, booking, and buying.
Scale quickly where needed.
“One thing that was really fundamental for us was being able to upsell, cross-sell, and embed a little bit more of a commerce experience for our clients,” explained Devine.
The online experience started to feel more seamless, closer to what it does in-clinic.
Localising the experience, clinic by clinic.
For Laser Clinics, no two clinics are the same. Each location has its own therapists, Cosmetic Registered Nurses, and customer community, making it important to create a digital experience that feels both locally personal and globally consistent.
With BigCommerce, Laser Clinics has built a more tailored online presence across its clinic network, helping customers easily find the information that’s most relevant to them.
The new experience allowed Laser Clinics to:
Create localised clinic pages with practitioner and treatment information.
Launch dedicated product detail pages for services and skin treatments.
Help customers understand treatments through richer visual content.
Strengthen paid media and SEO performance across global markets.
Balance a consistent global brand with locally relevant experiences.
“We have pages dedicated to each individual location,” said Devine. “There’s content around before-and-afters, testimonials, and the providers that work in the business. It’s deeply personal for each clinic.”
The result is to create a more informative and confidence-building experience before customers ever stepped into a clinic.
“One thing that was really fundamental for us was being able to upsell, cross-sell, and embed a little bit more of a commerce experience for our clients.”
ZOE DEVINE, HEAD OF DIGITAL CUSTOMER EXPERIENCE AT LASER CLINICS
“We wanted to make the online experience more simple.”
ZOE DEVINE, HEAD OF DIGITAL CUSTOMER EXPERIENCE AT LASER CLINICS
RESULTS
A seamless launch with immediate impact.
Launching a new digital experience across four global markets weeks before Black Friday was a major milestone for Laser Clinics. Despite the scale and complexity of the rollout, the migration was completed without disruptions to bookings or clinic operations, while the platform successfully handled traffic volumes up to 10 times the normal daily run rate during peak retail.
The impact was momentous:
Approximately 8% of bookings now convert into a purchase within the same session.
Certain markets have already seen a 5% uplift in average transaction value.
Online sales continue growing as part of the overall customer mix.
Teams can launch updates and improvements faster across global markets.
Shoppers now experience a more connected journey from discovery to checkout.
The transformation also earned Laser Clinics the Emerging Innovator award for APAC in the 2026 Commerce Customer Awards, recognising the brand’s ability to execute a complex global migration while delivering measurable business results at speed.
“It was a real testament to all the different teams that worked together,” shared Devine. “It was the smoothest migration that we’d seen.”
“It was a real testament to all the different teams that worked together. It was the smoothest migration that we’d seen.”
ZOE DEVINE, HEAD OF DIGITAL CUSTOMER EXPERIENCE AT LASER CLINICS
LOOKING AHEAD
Future-proofing the customer experience.
With a scalable foundation now in place, Laser Clinics is focused on continuing to personalise and refine the customer journey across every market. The team is expanding educational content, testing new experiences, and optimising how customers discover and buy skin treatments online.
“BigCommerce really allows us to grow and expand, and we’re not faced with limitations from a testing perspective,” said Devine.
With BigCommerce, Laser Clinics now has the foundation to keep evolving alongside customer expectations and support its next phase of growth.
“BigCommerce really allows us to grow and expand, and we’re not faced with limitations from a testing perspective.”
ZOE DEVINE, HEAD OF DIGITAL CUSTOMER EXPERIENCE AT LASER CLINICS
Published: July 2026
