VetUK

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. 

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.