Device-plus-subscription commerce across retail and marketplaces

A connected-health startup had to sell hardware and recurring software through its own site, marketplaces, affiliates and retail stores, and tie each in-store purchase to an online subscription. We built one WooCommerce platform for all of it, with device serial validation as a hard gate on activation.

7+ integrations
Under 2-second load times
Two billing models, one platform

Service: E-commerce Solutions

The challenge

A connected-health startup sold medical devices paired with subscription software, through its own site, online marketplaces, affiliates and physical retail stores.

It needed one platform for bundles of hardware and recurring software, two billing models, many sales channels, and a way to link an in-store purchase to an online subscription.

What we did

Built the store on WooCommerce with Subscriptions, Bundles and Warranty, plus custom checkout fields and admin order screens.
Implemented two billing models: device paid upfront, or spread over three months, each with a monthly subscription.
Built a retail-to-online activation flow: the customer enters the device serial number, it is validated against the manufacturer’s API, and the subscription is linked to that device.
Integrated 7+ external services for sales tax, payments, licence automation, fulfilment and customer support, and connected four online marketplaces through per-channel adapters on a shared product model.
Used idempotent webhook handling and reconciliation jobs to keep every channel in sync.

Key decisions

Extend, don’t rebuild. The WooCommerce extension ecosystem covered the standard subscription logic, so engineering went into bundles and activation, where the business was different.
Serial validation as a hard gate. No subscription activates without a verified device. That prevents fraudulent activations and makes every device-subscription link provable.
Workflows the ops team owns. Licence automation runs through a no-code workflow tool, so operations can change it without engineering tickets.

What this delivered

One platform sells connected medical devices bundled with subscription software through its own site, marketplaces, affiliates and retail stores. Retail buyers activate online by entering the device serial number, which is validated against the manufacturer’s API before the subscription links to that device.