A Composable Content Foundation for Global Operations
Replatforming USANA's global content operation to Contentstack to unify multi-region publishing across marketing and ecommerce.
USANA is a global health and wellness company, serving customers and Brand Partners with regionally tailored products, pricing, and content. As USANA's business scaled, the company's proprietary CMS had become a constraint on the marketing and ecommerce teams responsible for engaging audiences across markets and languages. USANA partnered with Orium to migrate the platform to Contentstack, unifying content operations across two previously separate downstream projects and establishing a composable foundation that could evolve at the pace USANA's global business required.
Partner vendors involved:
The Challenge
For years, USANA's website had run on a proprietary CMS built before the company's global content operation reached its current scale. As a health and wellness company with a presence in many countries, USANA needed to publish content tailored to each region in multiple languages, but the platform wasn't designed for the kind of multi-region operation the business now ran. Content teams spent significant effort working around the system to push out localized updates. Site performance suffered as the catalog grew, and the closed architecture made integration with modern commerce or front-end tools impractical.
Layered on top was a coordination challenge. USANA's marketing pages and ecommerce experience operated as two separate downstream projects, each requiring its own integration with the central content layer. Duplicating that integration work, or maintaining two parallel content sources, was no longer tenable. The migration also needed to support a visual rebrand of how products were presented across the ecommerce experience, so the work had to deliver more than a technical replatform, it had to land a refreshed product presentation in the same motion.
In short, USANA's content platform was no longer keeping up with the pace of the business.
The Strategy
From the outset, Orium and USANA aligned on a clear principle: this wasn't a lift-and-shift. The right move was to step away from the monolith entirely and rebuild on a composable architecture, with Contentstack as the centerpiece of the content layer.
Three priorities shaped the strategy. First, lean fully into Contentstack's localization capabilities so each region could operate with the autonomy its market needed, without losing central control of the content model. Second, integrate cleanly with the commerce and front-end systems USANA already relied on, so the business kept running smoothly through the transition. And third, lay foundations that could support several years of growth, not just the immediate replatform.
Rather than reproducing what existed, the team treated the migration as an opportunity to rethink how content was modeled centrally and reused across markets and channels.
The decision to consolidate our content layer in Contentstack — and to integrate it through a single shared library — gave us something we didn't have before: a foundation that grows with the business instead of getting in its way.
The Solution
With the strategy set, Orium and USANA built a new content ecosystem on Contentstack, designed for global operation from the ground up.
The most consequential piece of the implementation was a single shared library that integrated Contentstack with both downstream projects—USANA's marketing pages and the ecommerce experience—rather than maintaining two parallel integration layers. That decision paid off in maintainability and consistency, and it also became the vehicle for rolling out the product rebrand across the ecommerce experience in a coordinated, single-source-of-truth way.
On the editorial side, USANA's content teams now write once and publish across multiple markets, with the regional variations each one needs preserved. Contentstack's localization capabilities give each market the autonomy to adapt content to its audience without breaking the central content model or duplicating effort across teams.
The work was a close collaboration between Orium and Contentstack throughout. Orium's experience leading composable commerce and content engagements paired with Contentstack's platform capabilities to produce a content layer that supports USANA's current operation and is built to evolve as the business does.
Outcomes and Next Steps
With the new platform live in production—a meaningful milestone in itself, given the scope of the migration from a closed proprietary system to a modern composable stack—USANA now operates a faster site, a more agile multi-region and multi-language content operation, and an architecture that supports the kind of ongoing evolution the previous platform made impossible.
Looking ahead, USANA is expanding Contentstack's footprint into additional regions and content types, deepening integrations across other components of the composable stack, and continuing to refine the authoring experience. With the foundation in place, launching global campaigns is becoming faster and less painful, and USANA has the flexibility to keep evolving how they connect with customers around the world.
