Case Study: CurrentBody

Case Study: CurrentBody

About Current Body

CurrentBody’s story began in 2009 when Laurence Newman and Andrew Showman met. Laurence, with a background in medical devices, and Andrew, with vast experience in ecommerce, were the perfect team to create the premier online destination for home use health and beauty technology.

At the time of the company’s founding, technology for health and wellbeing was mostly seen in physio rooms and the homes of elite athletes. The concept of a website geared solely towards these products was entirely new. As a pioneer in the space, CurrentBody has over time become the go-to website for this new niche, and has partnered with some of the biggest names in beauty. Today, CurrentBody continues its global expansion, all while focusing on maintaining an excellent online customer experience.

CurrentBody’s ongoing mission is to offer the largest selection of safe, clinically proven electrical health and beauty products in the world, supported by a team with exceptional product knowledge who provide excellent customer care.


The Situation

As CurrentBody expanded, they grew from 1 main ecommerce website to 10 localised Shopify Plus sites in Germany, France, Spain, Italy, Australia & America in 2018 - followed by Denmark, Sweden & the Netherlands in 2019.

Setting up multiple Shopify expansion stores requires each to be consistently updated and tailored to each specific country, which is immensely detailed, time-consuming work. But the challenge doesn’t end there - without the ability to process payments locally (which is a game-changer for ecommerce retailers), CurrentBody would incur massive cross-border fees, as well as duties & taxes that would chip away at their ROI.

So how could they expand to the rest of the world, without having to take on the grueling task of setting up dozens upon dozens of Shopify Plus stores, each tailored to a specific locale? They were able to that and more, with Reach.


“It was a huge relief to find that Reach was able to do everything we required. We can now offer localized processing & payment methods for our global shoppers - both of which are extremely important for approval rates, and customer satisfaction.”

— Andrew Showman, COO & Co-founder at CurrentBody




Reach’s unique ability to offer Shopify merchants a single native checkout for all international transactions is a game changer for ecommerce retailers. Unlike other providers that require a stilted customer checkout process or awkward redirects, Reach’s integrated checkout experience allows merchants to remain in control of their brand, their design, and their data.

So, how does Reach do it? Through a unique Merchant of Record model, Reach can act as the local processor for merchants, offering consumers the local payment options that make sense for them, and removing the logistical & financial worries that typically accompany global purchases.



By partnering with Reach, CurrentBody can now offer multiple fixed pricing books through a single storefront with an effortlessly elegant checkout experience for their global shoppers. CurrentBody can also offer:


  • The ability to dynamically display 80+ local currencies and payment methods based on their global shopper’s location.
  • Prices displayed on the website represent the exact amount the customer pays, with no surprise international fees or charges.
  • Reach’s API together with a third party tool enabled CurrentBody to provide feeds for Google Shopping for over 25 different countries.

After integrating with Reach, CurrentBody's international sales increased by 88% in 12 months.


Reach helps online retailers succeed.


Be Relevant. Reach is the premier partner for ambitious, forward-thinking online brands that want to connect with consumers around the world, expand their business and increase global sales. with Reach’s “In-country” solution, taking advantage of our 20+ local acquirers, 80 payment methods, and 100+ currencies to deliver the great local experience your customers expect.


Reach simplifies cross-border ecommerce for forward-thinking organizations with ambitious global expansion goals.

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