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Push!ColorContact lenses · Japan
Push!ColorContact lenses · JapanPush!Color built one app in 13 languages for lens shoppers abroad
Push!Color has sold colored contact lenses online since 2011 and calls itself the oldest site of its kind in Japan. Its global store sets its own prices for international markets, so before it committed to an app it asked one question: can the app show each shopper their own market's price?
- 2.7x
- app revenue, September 2026 vs September 2025
- 20 days
- from the Shopify Markets pricing request to shipping it in the app
- 13
- languages in one app
App revenue from app orders recorded by Evlop. Languages per the App Store listing, 11 November 2026.
A Tokyo lens specialist that sells to the world
- 2011
- online
- 2017
- global store
- 80+
- brands
- 120+
- countries and regions it says it ships to
Push!Color describes itself as the oldest color contact lens site in Japan. Its cross-border store, Push!Color GLOBAL, ships the same Japanese brands overseas: PRIMORE, EverColor, ReVIA, MOLAK and dozens more.
Price is the complication. Push!Color runs its international business on Shopify Markets, so a shopper abroad sees the price set for their own market, in their own currency.
- EnglishUSD1-day lens
- 한국어KRW원데이 렌즈
- FrançaisEURLentilles journalières
Today the website runs in 14 languages. Until 2024 the store had no app. Lenses are a repeat purchase. A customer who wears one-day or monthly lenses comes back when the box runs out, and an icon on the home screen is the shortest route back.
The deciding question
One request stood between a trial and an app
Push!Color needed the app to show each market's own prices. Evlop built Shopify Markets pricing into the app and shipped it in 20 days.
Push!Color started its Evlop trial on 28 May 2024 and went straight to the hard part. The first questions were about how language and currency switching behave in the app. Then came the one that mattered. In the trial build a shopper only saw their market's price at checkout. For a store whose prices differ by market, that meant a product page showing one price and a checkout showing another.
The team told Evlop that solving it would decide the app.
Evlop moved Shopify Markets support to the front of its roadmap. On 17 June 2024 market-specific pricing was live in the app. A shopper now sees their own market's price from the first product they open, and the same price at checkout.
Three weeks after that the iPhone app was on the App Store. It was Push!Color's first app.
- Trial starts
Push!Color asks whether the app can show each market's own prices.
- Shopify Markets pricing ships
Market-specific prices appear across the app.
- Lens specification block
A custom block shows each product's medical-device details.
- iPhone app released
Push!Color's first app, 41 days after the trial began.
What they built
A product page that knows it is selling a medical device
A custom block reads each lens's specifications from Shopify metafields. Evlop built the first version. Push!Color's own team extended it.
Selling lenses abroad is harder than selling most beauty products. In Japan a colored lens is a highly controlled medical device, and Push!Color holds the licence to sell them. A shopper choosing between two brown one-day lenses needs the product's data as much as the photos.
A standard product page has a title, photos, a price and a description. A lens page needs more. Push!Color keeps each product's specifications in Shopify metafields, and wanted them on the app's product page in a consistent layout.
Evlop built a custom block that reads those metafields and lays them out under the product. Then Push!Color's own ecommerce team opened the code and extended it. That is how custom blocks are meant to work: Evlop provides the starting point, and a merchant with technical people can take it further without waiting on anyone.
Read from Shopify metafields
- Approval number
- Wear period
- Water content
- Diameter
- Brand
- Maker
The rest of the app
Each market's own price
Shopify Markets pricing in the app, from the product page through checkout, in the shopper's currency.
Lens specification block
Approval number, wear period, water content and diameter, read from Shopify metafields by a custom block.
Brand-launch pushes
When a new lens brand arrived in April 2025, a scheduled notification announced it, with the offer attached.
Campaigns page
One screen in the app that collects the current promotions.
Rewards in the app
Store points carry into the app, and the App Store listing promotes a first-order discount and triple points on app orders.
The store's team edits the app itself. Evlop's records show:
- 212
- page edits in App Studio
- 30
- push notifications sent
September app revenue, 2.7 times a year earlier
Orders did most of the work: 2.6 times as many as in September 2025, with the average order about 4% larger.
Order data is incomplete from October 2025 to August 2026, so the comparison is the same month a year apart.
2.6xapp orders
times1.04xaverage order size
equals2.7xapp revenue
App revenue by monthIndex, Sep '25 = 100
97
100
272
370
| Month | Index |
|---|---|
| Aug '25 | 97 |
| Sep '25 | 100 |
| Oct '25 to Aug '26 | Order data incomplete |
| Sep '26 | 272 |
| Oct '26 | 370 |
App shoppers also spend a little more per order than website shoppers.
The app is still a small part of a large cross-border business, and Push!Color's website remains its main storefront. What the numbers show is a channel that more than doubled in a year, on an app the store's own team runs.
+9%average app order vs average website order, 30 days to 11 November 2026
Monthly figures are app orders only, as recorded by Evlop, shown as an index of revenue in Japanese yen with September 2025 set to 100. Order data is unavailable or incomplete from October 2025 to August 2026. Order size compares app and website orders over a rolling 30 days to 11 November 2026.
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