Driving six-figure monthly revenue on new channels in four months

PlexusDx is a Georgia-based genetic testing company delivering at-home diagnostic tests. The company initially built its business around reference lab partnerships and in-store distribution, but recently launched direct-to-consumer ecommerce operations to scale its growth. This shift introduced new challenges, from managing catalog complexity to marketplace onboarding—none of which the lean team had tackled before.

To support this transformation, the executives at PlexusDx—CEO Jay Hastings, CFO Mike O’Neill, and COO Adam Valentine—put together a strategy. The company created a Shopify store with nearly 400 SKUs, but quickly realized that managing product data, fulfilling orders across platforms, and meeting marketplace requirements would be overwhelming without expert help. Feedonomics was selected to fill the gap.

“When we found Feedonomics, it made clear which marketplaces we wanted to enter and what path we wanted to take,” said O’Neill.”

By handling listing optimization, order data integration, and onboarding processes, Feedonomics helped PlexusDx overcome early ecommerce barriers. The impact was immediate and measurable, enabling fast entry to Amazon, Walmart, eBay, and Target.

Within four months, PlexusDx went from having no presence on any marketplaces to generating six figures in monthly revenue from the new channels.

Accelerating marketplace onboarding with expert support

Each marketplace had its own set of formatting rules, category requirements, and approval hurdles. For a small team new to ecommerce, navigating these differences would have taken months—time PlexusDx couldn’t afford to waste.

By leveraging Feedonomics’ pre-established marketplace relationships and expert onboarding support, PlexusDx avoided costly delays and inefficiencies. Feedonomics fast-tracked the go-to-market process by managing all the technical and operational nuances involved in listing products and syncing orders across all marketplaces.

Feedonomics offered pre-built integrations with major marketplaces—what O’Neill described as “brand builders”—making it easy for PlexusDx to test the user experience on each channel before launching quickly.

“I think Feedonomics’ relationships with the marketplaces made the onboarding process so much easier. Not only were we taken seriously… the steps were laid out as easily as they could be to onboard and get our products listed,” said O’Neill.

According to COO Adam Valentine, the team estimates it saved three to six months of onboarding effort.

Refining strategy after launch

Once its marketplace product listings were live, PlexusDx quickly saw an opportunity to streamline. Its initial catalog of over 400 at-home tests was broad by design, but not all SKUs performed equally. The team identified a core group of top-performing products and made a strategic decision to focus on 12 to 20 items.

“Our initial strategy was to go really broad and to pinpoint individual issues for clients,” O’Neill said. “I think we changed our strategy when we realized we could provide more value under less products. We could answer a customer issue through the copy, through whatever blog or information we had available on our website, as a way to help consumers determine what tests would be best for them.”

This shift allowed PlexusDx to optimize marketing efforts and operational efficiency. Feedonomics made it easy to pivot without rebuilding its infrastructure—helping PlexusDx reduce complexity while preserving scalability. Listing updates, SKU management, and data refinement were all handled seamlessly through the platform.

The team also streamlined fulfillment by integrating Fulfillment by Amazon (FBA) for Amazon orders and a third-party provider, Spot Health, for all other marketplaces. Feedonomics ensured seamless order routing across all platforms.

Looking ahead to new products and markets

Feedonomics’ support remained strong after the initial launch. PlexusDx reported minimal post-onboarding issues, thanks to responsive support channels and reliable data feeds. For a small team, this reliability meant the freedom to focus on a larger strategy.

“I think we’ve had very few issues post onboarding with our marketplaces and our data feeds,” O’Neill said. “I think that’s critical because if we were facing daily data feed issues, or if we were facing marketplace issues that were overwhelming us—we’re a small team—it wouldn’t work. I think Feedonomics and feed support has been very helpful post onboarding.”

Thanks to its strategic vision and ability to execute with help from Feedonomics, PlexusDx went from having no presence on marketplaces to generating six figures of monthly new channel revenue in four months.

As it looks ahead, PlexusDx is expanding into new categories, including at-home blood tests. The team is also exploring opportunities to enter new marketplaces like Meta and TikTok. Feedonomics will continue to be a part of the company’s strategy to scale efficiently and reach new audiences.

“We’ll be leveraging Feedonomics for each of the marketplaces to bring that new product line to market,” O’Neill said.”