ADOBE COMMERCE CLOUD
ECOMMERCE
DESIGN
https://www.vetuk.co.uk/
The Client
VetUK is one of the UK’s leading online retailers of veterinary medicines, pet health products and specialist pet foods. Founded in 2005 and headquartered in North Yorkshire, VetUK has built a strong reputation by making trusted veterinary treatments and pet healthcare products more accessible to customers across the UK.
Operating in a highly regulated market, VetUK required a digital commerce platform capable of balancing strict veterinary medicine compliance with a seamless and intuitive customer experience. To support continued growth, improve operational flexibility and modernise the customer journey, VetUK partnered with PureNet to deliver a scalable ecommerce solution built on Adobe Commerce Cloud.
Licensed Product Product Detail Pages
Products are dynamically identified by licence classification, enabling the platform to automatically adapt the user experience based on whether a product is standard, prescription-only or otherwise regulated.
Prescription Capture Workflow
Customers are guided through a structured process that requires them to confirm how prescriptions will be supplied before products can be added to basket.
Pet Profile
Customers can create and manage detailed pet records within their account, including species, age, weight and health information.
How PureNet Helped
The Brief
VetUK needed an enterprise ecommerce platform capable of supporting a large and diverse catalogue of veterinary medicines, supplements, treatments and specialist pet foods while also managing the complex regulatory requirements associated with licensed veterinary products.
The project’s primary objectives included:
- Delivering a scalable, high-performance ecommerce platform for continued business growth
- Supporting multiple regulated product classifications including POM-V, POM-VPS, NFA-VPS and AVM-GSL
- Providing customers with clear product information, compliance messaging and official product documentation
- Introducing robust prescription management workflows
- Enabling pet-specific purchasing journeys to ensure medicines are correctly associated with individual animals
- Maintaining a user-friendly shopping experience despite regulatory complexity
PureNet’s challenge was to create a platform that would seamlessly combine ecommerce best practice with specialist veterinary medicine functionality.
Shopify Advanced
The Solution
PureNet delivered a tailored ecommerce solution on Adobe Commerce Cloud, combining enterprise scalability with advanced custom functionality designed specifically for the veterinary medicines sector.
A major focus of the implementation was the creation of enhanced licensed product Product Detail Pages (PDPs). Products are dynamically identified by licence
classification, enabling the platform to automatically adapt the user experience based on whether a product is standard, prescription-only or otherwise regulated.
Licensed product pages prominently display medicine classifications such as POM-V, POM-VPS or NFA-VPS, ensuring customers immediately understand the product’s regulatory status. Where applicable, customers can also access official Summary of Product Characteristics (SPC) datasheets via integrated product datasheet links.
To ensure compliance, only registered and logged-in customers can purchase licensed products. Non-logged-in users are presented with a clear login call-to-action in place of the standard add-to-basket functionality.
For prescription-only medicines, PureNet implemented an advanced prescription capture workflow. Customers are guided through a structured process that requires them to confirm how prescriptions will be supplied before products can be added to basket. This may
include immediate upload, confirmation that a prescription will be sent later, or validation that VetUK already holds a repeat prescription. This functionality ensures compliance while minimising friction for returning customers.
A central innovation of the platform is pet profile management. Customers can create and manage detailed pet records within their account, including species, age, weight and health information. When purchasing regulated medicines, customers are prompted to
assign products to a specific pet, ensuring medicines are purchased with the correct animal profile in mind.
For NFA-VPS and other regulated products, the platform includes intelligent pet suitability validation. Product eligibility can be automatically assessed against criteria such as
species, minimum age, weight, pregnancy status and food chain suitability, ensuring safe and compliant product selection.
Basket functionality has also been enhanced to group prescription products by both SKU and assigned pet, allowing customers to purchase the same product for multiple pets while preserving clear prescription and compliance records.
Licence-specific regulatory messaging, CMS-controlled compliance content and tailored add-to-basket workflows ensure that the platform remains flexible, maintainable and aligned with changing veterinary medicine requirements.
How PureNet Helped
The Results
The Adobe Commerce Cloud platform delivered by PureNet provides VetUK with a highly specialised ecommerce environment tailored to the operational and regulatory needs of the veterinary medicines industry.
Key outcomes include:
- A scalable enterprise ecommerce platform capable of supporting future growth
- Full support for regulated veterinary medicine classifications and compliance workflows
- Enhanced PDPs with clear licence classifications, SPC datasheets and regulatory content
- Integrated prescription management for prescription-only medicines
- Advanced pet profile functionality enabling pet-specific purchasing journeys
- Intelligent suitability checks supporting safe medication use
- Improved customer experience through streamlined, compliance-led ecommerce design
By partnering with PureNet, VetUK now benefits from a future-ready ecommerce platform that combines enterprise-grade digital commerce capability with specialist veterinary medicine functionality.
The result is a powerful, customer-centric solution that allows VetUK to continue delivering trusted pet healthcare products at scale while maintaining the highest standards of regulatory compliance.