Bethenny Frankel, a media entrepreneur and creator of the Skinnygirl lifestyle brand, leverages her massive social following and TV presence to drive affiliate commerce and direct sales. Known for savvy product endorsements and candid on-screen persona, Bethenny wanted a digital storefront that fluidly transitioned from affiliate links to full-fledged e-commerce. Myntr partnered with Bethenny’s team to design and build a custom Shopify site tailored for influencer-led growth, integrating native ShopMy embeds for seamless affiliate commerce and a scalable architecture to support future direct-to-consumer launches.
PROJECT TYPE: Full site design and Shopify build
TIMEFRAME: December 2024 - April 2025
TECH STACK: Shopify, ShopMy
SERVICES: UX/UI design, Shopify development, integration strategy
TEAM: Led by our design and development teams in close collaboration with the client
- Enabled a high-volume launch driven entirely by organic social traffic
- Delivered a flexible site framework that evolved with the brand’s product strategy
- Integrated affiliate-first commerce with native Shopify merchandising
- Set the foundation for a future DTC pivot while supporting top-of-funnel discovery
Bethenny came to us with a clear vision: build a Shopify site that could support her rapidly growing social media presence without launching with a full DTC product catalog. Her business model at the time was based solely on affiliate links, primarily through curated product recommendations shared with her audience. That meant the site needed to do two things well:
- Look and feel like a fully branded DTC experience
- Seamlessly integrate with ShopMy to drive affiliate conversions off-platform
At the same time, the team knew that merch would be coming, but not at launch. The site had to be built in a way that could accommodate on-site product drops and merchandising functionality when the time was right, without requiring a full rebuild.
We designed and developed a custom Shopify site structured around affiliate-first content and embedded commerce. The homepage, navigation, and internal templates were designed to tell Bethenny’s brand story, showcase content, and drive users toward curated products via ShopMy embeds.
Once the affiliate strategy was in place, we planned ahead for the merch phase. We built the infrastructure for a native PLP and PDP experience early on, ensuring the backend and UX could support future Shopify-native product sales.
KEY ELEMENTS OF OUR BUILD INCLUDED:
- Custom integration of ShopMy embeds, styled to feel native to the site
- Navigation and content layout optimized for mobile, knowing most traffic would come from TikTok and Instagram
- Lightweight homepage and page templates built for fast load times and easy CMS updates
- Modular PLP and PDP templates that could be turned on once merch launched
- Support for evolving merchandising strategy without disrupting the core site structure
When the merch line launched, the backend logic we had put in place was ready to go. We rolled out on-site product listing pages without needing to refactor the site, giving Bethenny’s team full flexibility to grow their product catalog at their own pace.
Our strategy allowed the site to function like a fully-fledged DTC brand even while affiliate sales remained the main revenue driver. This balance of content, affiliate, and native product allowed Bethenny’s team to operate with agility, testing offers, iterating on product-market fit, and scaling without technical friction.
