Etik & Bio: from brick-and-mortar retail to a 100% online model

Moving from a local retail business to a profitable ecommerce operation. That is the successful bet made by Etik & Bio, an independent brand based in the Loiret region of France. This gradual transition, led by Anthony Bourreau, resulted in a fully online B2C model and now sets the stage for the next phase: launching a B2B offering. Built on PrestaShop, Etik & Bio continues to scale within a controlled economic framework, ready to grow further.

A shift accelerated by the pandemic

The story begins in the Loiret with two neighborhood stores. The first opened in Olivet under the BioCoop banner. In 2013, a second location followed in downtown Orléans, operating under the commercial name Etik & Bio, a clear signal of growing independence. For several years, the business focused on these two complementary locations, offering a well-structured organic assortment designed for everyday needs.

In 2020, a first ecommerce site was launched on PrestaShop as a natural extension of the existing business. The initiative quickly gained momentum during the health crisis. Orders surged, customers showed up in force, and a previously untapped potential became clear. But relying on in-store resources soon exposed operational limits.

That period proved decisive. Digital was no longer optional. Management made a strategic decision to sell one of the two physical stores in order to finance the structuring of ecommerce operations, create a dedicated order preparation space, and build a profitable and sustainable online business.

A structured ecommerce rebuild with PrestaShop 8

To support this new phase, the brand partnered with the agency Oxton Digital. The objective was clear: redesign the site both technically and visually, and lay solid foundations for the future. The project included a migration to PrestaShop 8, optimized hosting, and the rollout of an SEO and social media strategy.

The blog, managed internally, highlights the brand’s commitments, its products and how to use them (recipes, beauty tips, home care), while also showcasing partner brands. This steady stream of high-quality content plays a key role in organic search performance.

“I chose to stick with PrestaShop for its ease of use, its compatibility with our CRM, and the ability to integrate custom modules tailored to our needs.” Anthony Bourreau, Etik & Bio.

Among the developments delivered, a custom extension was built to handle different VAT rates depending on payment methods, at the request of the accounting team. This specific functionality was made possible by the openness of PrestaShop and the technical expertise of Oxton Digital.

A site designed like a store: clear, efficient, accessible

In June 2024, the brand reached another milestone. The site now operates with its own logistics warehouse. In-store order preparation is a thing of the past, replaced by a dedicated ecommerce setup designed for higher performance.

The catalog has expanded to more than 8,000 products. Clarity remains a priority. For each category, Etik & Bio highlights three items: a premium option, an affordable option, and a French-made or mid-range product. The commercial approach stays true to the brand’s DNA: low prices, frequent promotions, and a carefully curated selection.

Shipping is available across mainland France (excluding Corsica) via Colis Privé or Mondial Relay. No fresh products are sold, a deliberate choice to ensure shipment quality. Etik & Bio also works to limit excess packaging while properly protecting fragile items. Environmental impact is a constant consideration, in line with the ethical values at the core of the Etik & Bio brand.

Steady growth driven by a disciplined strategy

Results are strong. With double-digit growth year after year, ecommerce revenue has surpassed the one million euro mark. Traffic now reaches nearly 60,000 unique visitors per month, driven by a mix of SEO, Google Ads campaigns, and an Amazon presence. Many new customers discover the brand on marketplaces before switching to the brand-owned site, which offers a broader range.

Marketplace flows are managed directly from PrestaShop using dedicated modules. The team has grown steadily alongside the business and now includes eight people.

In July 2025, the sale of the second physical store marked a major turning point. Etik & Bio became a fully online brand. The transition was carried out in stages, with profitability as the guiding principle.

B2B on the horizon

Etik & Bio is now preparing its next move: launching a B2B ecommerce site. This new channel will allow small organic retailers to order directly from a catalog of 8,200 products. The project is still being scoped, with an operational launch planned for 2026.

Pallet-based preparation, dedicated logistics processes, additional warehouse space. The brand is moving forward methodically, staying true to its disciplined investment strategy. At the same time, it continues to optimize SEO, expand certain product ranges, and onboard new suppliers.

A migration to PrestaShop 9 is already planned. At every key stage of its development, Etik & Bio relies on PrestaShop to support growth, secure technical decisions, and build an ecommerce model that is sustainable, scalable, and economically sound.