The challenge: revenue without more orders

proteinmax.gr is one of the leading Greek sports nutrition e-shops, with proteins, creatines, vitamins, bundles and food products. In Q1 2026 the team came with a clear brief: “Increase revenue. Do not significantly increase orders.”

The reason was operational. The e-shop's logistics could not support a proportional rise in order volume. The official KPI was +20% YoY revenue, but the real one was AOV, and it had to grow without price changes, because pricing pressure would push demand to competitors.

This was not a revenue problem. It was a mix problem.

In a sports nutrition e-shop, a customer who buys a 2x or 4x pack can be worth up to 3× more than a single-pack buyer, at the same acquisition cost. Whether the basket grows depends on whether large formats exist, appear and are promoted at the moment of decision. In other words, on merchandising and distribution, not on price.

The approach: a bigger order

We built the strategy around one principle. Instead of investing in new customers, with the pressure that brings on CPA and logistics, we turned the question around: the same user who refilled 1kg every month could move to 2kg or 4×500gr. The user gets a better unit price and fewer orders. The brand gets a lower cost-to-serve and less pressure on logistics.

To work at scale, it needed two things:

  • A new top SKU: the 4x Iso Whey Zero 2000gr raised the “ceiling” of the category and made choosing 2x over 1x feel more reasonable.
  • A three-layer system: the bundle logic had to appear at every touchpoint, from search to email, with the same message.

The real bottleneck was not the product. It was its coordinated presence across the funnel.

The strategy in three layers

Demand and visibility in AI and Google

With our own AI script we analysed thousands of searches about ingredients, dosages and monthly consumption, to find which products had large-format demand that was not being met.

We optimised the e-shop for calculation questions such as “how much protein do I need per month” or “which size is better value”. The structured content feeds Google's AI Overviews and ChatGPT with answers that lead naturally to large formats.

With sentiment analysis on thousands of reviews, we put the most frequent positive comments into meta descriptions and FAQ schemas, lifting organic CTR.

Bundle-first advertising

In Google Shopping and Performance Max, the algorithms push cheap SKUs on their own. We rebuilt feeds and campaigns so bundles get priority, without hurting the single packs that work as a first purchase.

In Demand Gen for new customers the message was bundle-first from the start: “why 2x or 4x fits your monthly consumption”. For existing customers we built an upgrade ladder 1x → 2x → 4x, with audiences based on last purchase, frequency and customer value.

Email at the right moment

Refill triggers estimate when the product runs out and suggest a larger pack as “fewer orders, better unit price”, not as a discount. For customers with smaller baskets, cross-sell flows added complementary products.

The first two layers create the shift. The third makes it a permanent baseline, not a one-off campaign effect.

The results

  • +36.2% revenue: for the first time proteinmax.gr reached seven-figure revenue in a quarter. Sessions grew only +7%; the gain came from revenue per session.
  • +31.1% AOV without price changes: a clear shift toward large formats.
  • +3.9% orders: revenue grew 9× faster than orders and the logistics constraint was respected.
  • +146.8% Google CPC revenue: revenue per session grew +97% with sessions +25%. In Facebook CPC revenue grew +108.7%. The value of each paid click almost doubled without more spend.

The work for Proteinmax won Gold in Beauty, Health & Pharma at the Peak Awards 2026. See the full project in the Proteinmax case study.