Optibac unifies content with Storyblok to power personalised, scalable eCommerce experiences.

A platform holding growth back

As Optibac expanded into international markets such as the US, Vietnam and Korea, the limitations of its legacy CMS became increasingly difficult to ignore. What should have enabled creativity was instead holding it back, with an unreliable and restrictive page builder that forced teams to compromise on both performance and design. Creating rich campaign or landing pages often meant working within rigid templates, limiting flexibility and diluting the brand’s ability to tell a consistent, engaging story. At the same time, duplication of effort across regions led to inefficiencies, with teams repeatedly rebuilding similar content for different markets, increasing maintenance overhead and the risk of inconsistency. Even routine tasks became unnecessarily time-consuming, as cluttered interfaces, irrelevant fields and fragmented image management added friction and slowed teams down. In short, the platform wasn’t keeping pace with the brand.

The goal

To deliver a composable, future-ready digital experience that combined scientific authority with storytelling, while giving Optibac’s teams genuine autonomy to create, adapt, and scale content globally without compromise.

Storyblok at the centre of change

Ridgeway led the transition to a fully composable architecture built around Storyblok and BigCommerce, but it’s Storyblok that fundamentally reshaped how Optibac works with content.

• Its real-time visual editor immediately removed friction - Teams can now build rich, engaging pages with complete confidence, seeing exactly how content will appear as they create it. Crucially, this freedom no longer comes at the expense of performance. Component-driven content is delivered cleanly and efficiently, meaning creativity and speed finally coexist.
• The introduction of a Global content repository - This has transformed how content is managed across markets. Core assets, from articles and FAQs to expert profiles and reviews, are now created once and reused everywhere. This not only eliminates duplication but ensures consistency at scale.
• Layered on top, Storyblok’s Dimensions app enables precise localisation - Content can be adapted by region, language, and tone without breaking the core structure, giving local teams the flexibility they need without losing central control.
• AI capabilities further accelerate this workflow - Built-in translation tools allow content to be rolled out rapidly across markets, with local teams refining for nuance. Meanwhile, AI-generated alt text ensures imagery is consistently accessible, turning what was once a time-intensive task into an automated, reliable process.
• Even day-to-day usability has been rethought - Conditional fields streamline the editing experience, showing only what’s relevant based on user input. This not only reduces errors but enables the creation of more flexible, multi-purpose components, cutting down duplication while expanding creative possibilities.
• On the asset side - Image focus functionality has removed the need for multiple versions of the same asset. Teams can define focal points so visuals render perfectly across all devices, particularly mobile, ensuring a consistently polished experience.

A composable ecosystem built to scale

Alongside Storyblok, BigCommerce powers the commerce layer, supporting multi-region storefronts, subscriptions via Ordergroove, and a wide ecosystem of integrations including Worldpay, PayPal, Apple Pay, Algolia, and more.

Built on MACH principles, the architecture is API-first, flexible, and designed for performance. A Generative Engine Optimised (GEO) approach ensures content is structured for reuse, fast rendering, and future AI applications.

Results that go beyond launch

Since launching in February 2026, the impact has been immediate.

• The Optibac team now operates with true editorial autonomy. Campaigns that once required developer input can be built and launched quickly and confidently. Content is consistent across markets but still locally relevant. Accessibility has improved without adding workload. And performance no longer constrains creativity.
• From a customer perspective, the experience is faster, intuitive, and more engaging. From a business perspective, the platform is finally aligned with growth.

Looking ahead

This is just the foundation. With a composable, Storyblok-led architecture in place, Optibac is now positioned to evolve rapidly, from personalised content and AI-driven experiences to expanded B2B capabilities and advanced retention strategies.

What this project ultimately proves is simple. When content teams are given the right tools, they don’t just move faster, they do better work. Storyblok didn’t just meet the brief here, it unlocked a new way of working.

For further information, read the full case study.