- INSO built the Shopify store of Antinol (antinol.com), a global pet-care brand from the VetzPetz family selling natural joint-health supplements for dogs and cats.
- Per the credit, the team planned and developed a custom Shopify theme within 2 months — scope planning first, then development and optimization.
- The build included a custom subscription module and user-flow automatization — the repeat-purchase machinery a supplement brand runs on.
- INSO also helped the store go live internationally; listed skills include Shopify, Liquid, JavaScript, Klaviyo, and Shopify Templates.
01 Introduction
Some Shopify builds are storefronts; this one was a purchase engine. Antinol sells supplements pets take every day, which means the store's real job is not the first order — it's every order after it. The public, client-named portfolio credit for this engagement documents INSO planning and building a custom Shopify theme for Antinol within 2 months, with a custom subscription module and user-flow automatization at the center, and helping the brand take it live internationally.
Unlike some engagements in INSO's portfolio, this credit reports no outcome metrics — so this page reports none. What it does document, precisely, is scope: what was planned, what was built, and where it launched.
02 The client
Antinol (antinol.com) is a global pet-care brand from the VetzPetz family, founded in London, United Kingdom. Its products are natural joint-health supplements for dogs and cats — a daily-use consumable sold direct to pet owners, running on Shopify.
03 Plan first, then build
The credit is explicit that the theme work started with a plan: "We managed to create a plan and develop a solid Shopify custom theme within 2 months for Antinol." The listed work items follow that order:
- Theme scope planning — defining what the custom theme had to do before writing it.
- Theme development and optimization — building the custom theme and tuning it.
- Custom subscription module — the recurring-purchase machinery, built custom rather than bolted on.
- User flow automatization — automating the paths shoppers and subscribers move through.
- Help going live internationally — launch support beyond a single market.
The credit's listed skills include Shopify, Liquid, Shopify Templates, JavaScript, and Klaviyo — theme-layer engineering plus the lifecycle-marketing stack a subscription brand depends on.
04 The subscription module
For a brand selling a daily supplement, subscriptions are not a feature — they are the business model. The credit names a custom subscription module as one of the five delivered work items, alongside user-flow automatization. The credit doesn't elaborate beyond those phrases, so this page won't either; but the pairing is telling — a subscribe path plus automated flows around it is the shape of a store built for the second, fifth, and twentieth order, not just the first.
05 Going live internationally
Antinol is described in the credit as a global brand, and the final listed work item is help going live internationally. The credit states no further detail — no market list, no localization specifics — so none is claimed here.
06 The public record
Everything on this page traces to a single public source: the client-named portfolio credit "Antinol.com Shopify Store" (published January 10, 2023) on the Upwork profile of INSO's engineering lead, Oleksandr (Alex) Mashkovtsev, at upwork.com/freelancers/alexmv (checked August 31, 2026).
| Detail | Value | Status |
|---|---|---|
| Portfolio credit | Antinol.com Shopify Store (published January 10, 2023) | Public, client-named |
| Client | Antinol (antinol.com), a VetzPetz-family pet-care brand founded in London, UK | Named in the credit |
| Delivery | Plan created and custom Shopify theme developed within 2 months | Stated in the credit |
| Work items | Theme scope planning; theme development and optimization; custom subscription module; user-flow automatization; help going live internationally | Stated in the credit |
| Reported outcomes | None — the credit states no conversion, revenue, or performance figures | Nothing claimed on this page |
| Listed skills include | Shopify, Liquid, JavaScript, Klaviyo, Shopify Templates, HTML | Stated in the credit |
The portfolio credit states no engagement dates beyond its own publication date, no hours, no fees, and no team size — so this page claims none. Upwork's public data also does not state which contract this project belongs to, so this page draws no connection between this credit and any contract record.
07 Conclusion
The Antinol engagement is a clean example of a build scoped around how the business actually earns: plan the theme, build it fast, put a custom subscription module and automated user flows at its core, and launch it beyond one market. Two months from plan to a solid custom theme, per the credit — with the repeat-purchase machinery in from day one rather than retrofitted later.
For an engagement documented through independently verified third-party sources, see the Goodfair case study; for other client-named credits with the same sourcing discipline as this page, see Andcopenhagen and SkinShark.
Building a store where subscriptions are the business? Tell us what it needs to do.
07 Frequently asked questions
- What did INSO do for Antinol?
- Per the public portfolio credit: INSO created a plan and developed a custom Shopify theme for Antinol within 2 months. The listed work covers theme scope planning, theme development and optimization, a custom subscription module, user-flow automatization, and help going live internationally.
- Who is Antinol?
- Antinol (antinol.com) is a global pet-care brand from the VetzPetz family, founded in London, United Kingdom. It sells natural joint-health supplements for dogs and cats, and its store runs on Shopify.
- Why does a supplement brand need a custom subscription module?
- The credit states that INSO built a custom subscription module for Antinol; it does not explain the client’s reasoning. As general context about this class of work (not a claim specific to this engagement): supplements are consumed on a schedule, so recurring orders are usually the core of the business model — and when off-the-shelf subscription apps don’t fit a brand’s pricing, bundling, or fulfillment rules, a custom module built into the theme is the way to make the subscribe path feel native rather than bolted on.
- Did the project report any results?
- No. The portfolio credit describes the delivered scope — custom theme, subscription module, user-flow automatization, international launch support — but reports no outcome metrics (no conversion, revenue, or speed figures). This page therefore claims none. The one number the credit does state is the delivery timeline: the plan and custom theme were delivered within 2 months.
- Where does this information come from?
- One public source: the client-named portfolio credit "Antinol.com Shopify Store" (published January 10, 2023) on the Upwork profile of INSO’s engineering lead, Oleksandr (Alex) Mashkovtsev (upwork.com/freelancers/alexmv), checked August 31, 2026. It names the client, describes the brand, states the timeline and the five work items, and lists the skills — and this page states nothing beyond it.