# Domaine ## Pages ### Agent Alpha https://domaineworldwide.com/agent-alpha/ ## Get the full picture ### Thorough insights AI visibility is a blend of technical SEO analysis and agentic prompt-matching. Our tool looks at baseline schema and criteria while also highlighting potential content gaps that could be preventing you from showing up where you want to. ### Repeatable Analysis In addition to generating insights, Agent Alpha provides a consistent window into how your brand performs across AI models and regions. Running ongoing analysis and retroactive comparisons can show how our work is affecting your visibility and your bottom line. ## AI is reshaping the buyer journey The old funnel was: discovery > browsing > evaluation > purchase. Now AI has taken over the first three steps of that funnel for over 45% of US online shoppers who regularly use AI tools for shopping. With a single prompt a customer can go from not having heard of your brand to being on your PDP. Agent Alpha shows you which stages of the funnel you're being recommended in. - Learn more ### Ticketing Engine https://domaineworldwide.com/ticketing-engine/ ## Ticketing Engine Capabilities ### One-time Integration Domaine’s Ticketing Engine is configured for one-time installation to any Shopify store. Once it’s installed you can begin creating content, configuring venues, and managing products. ### Content Management It’s simple to create multiple showtimes or dates for each event, movie, or show. Just choose the times, and repeat daily or weekly. The app creates the corresponding Shopify products and sets them to go live when you choose. ### Custom Venue Layouts Seat or section-specific pricing can be configured to match any venue layout, including capacity limits, seat-specific pricing, pricing tiers, accessible-only seating, and real-time seat availability. ### Ticket Delivery Ticketing Engine leverages Shopify’s existing infrastructure to seamlessly deliver tickets to customers. After checkout, customers can view a QR code ticket in their browser or account pages. Ticketing Engine provide functionality for venues to scan tickets, verify ID for age-restricted events, and prevent duplicate redemption. ![grid showing supported industries: live music, theaters, museums, event spaces, and conferences](https://cdn.sanity.io/images/cxeknc6v/production/4ddfca784c7442ee4f181f9db136974be4442b02-4185x2844.png?w=1600) ### Pixels https://domaineworldwide.com/domaine-pixels/ ## Multiple layers of intelligence ### Standard and Custom Events Pixels puts events in your hands with 30-second event creation. Event setup is as easy as copying the element you want to track, pasting it into Pixels, clicking Save! The events start flowing into Klaviyo as soon as they’re created, and you can trigger test events or monitor sessions through the app. ### Session Signals Session signals are composite events that are evaluated in the Pixels app before sending to Klaviyo. These let marketers compose multi-facet “workflows” to register more complex customer intent, driving more engaging marketing activities. ![systems diagram showing data flows between Shopify, Pixels, and Klaviyo](https://cdn.sanity.io/images/cxeknc6v/production/b3f1ea773804eba926d3b736e47ac0537f69ef2a-5028x1851.png?w=1600) ### Text ## Header Subheading - [Learn more](https://domaineworldwide.com/) ### Eyebrow ## Ready for Agentic Commerce We help Shopify brands get found, chosen, and bought from in AI search and agentic channels. - [CTA](https://domaineworldwide.com/) ### Multibrand https://domaineworldwide.com/multibrand/ ## Compounding Efficiency Through reusable components and a single-codebase architecture Domaine's multibrand approach significantly reduces time spent per-site. Projects launch faster, and merchandising team effort is streamlined. - [Learn more](https://domaineworldwide.com/work/features/multi-brand-architecture/) ## Pattern Library For multibrand we utilize modern design principles to create a token design system for each brand, defining essential elements like color, typography, spacing, and grids. This ensures visual consistency per-site design and facilitates quick handoffs to development and easy future updates. - [Learn more](https://domaineworldwide.com/services/creative/design-systems/) ![diagram showing development architecture elements](https://cdn.sanity.io/images/cxeknc6v/production/1b5441dc7b237917909aacca72d8c9cff6698eab-3236x2493.png?w=1600) ## See the results - [Hunter Douglas](https://domaineworldwide.com/work/hunter-douglas/) - [Timex](https://domaineworldwide.com/work/timex/) - [Bare Minerals](https://domaineworldwide.com/work/bare-minerals/) - [Laura Mercier](https://domaineworldwide.com/work/laura-mercier/) ### Video blocks error https://domaineworldwide.com/video-blocks-error/ ## Test - Learn more ### Virtual Curated On-Demand https://domaineworldwide.com/virtual-curated-on-demand/ # VIRTUAL CURATED ON-DEMAND Catch up on Virtual Curated 2026, a five-part series designed exclusively for the Domaine brand portfolio as we prepare for our strongest BFCM yet. Explore practical insights from our work across 70+ retained clients, covering the trends, technologies, and connected strategies shaping commerce today. New recordings will be added after each session, recorded live the week of July 13, 2026. # [Access Day 1 Transcript Here](https://41750854.fs1.hubspotusercontent-na1.net/hubfs/41750854/EXT%20%7C%20Virtual%20Curated%20%7C%20Day%201%20%7C%20The%20State%20of%20Commerce%20%7C%20Transcript.pdf) # [Access Day 1 Slides Here](https://41750854.fs1.hubspotusercontent-na1.net/hubfs/41750854/EXT%20%7C%20Virtual%20Curated%20%7C%20Day%201%20%7C%20The%20State%20of%20Commerce.pdf) # [Access Day 2 Transcript Here](https://41750854.fs1.hubspotusercontent-na1.net/hubfs/41750854/EXT%20-%20Virtual%20Curated%20-%20Day%202%20-%20AI%20That%20Drives%20Efficiency/EXT%20%7C%20Virtual%20Curated%20%7C%20Day%202%20%7C%20AI%20That%20Drives%20Efficiency%20%7C%20Transcript.pdf) # [Access Day 2 Slides Here](https://41750854.fs1.hubspotusercontent-na1.net/hubfs/41750854/EXT%20-%20Virtual%20Curated%20-%20Day%202%20-%20AI%20That%20Drives%20Efficiency/EXT%20%7C%20Virtual%20Curated%20%7C%20Day%202%20%7C%20AI%20That%20Drives%20Efficiency%20%7C%20Slides.pdf) # [Access Day 3 Transcript Here](https://41750854.fs1.hubspotusercontent-na1.net/hubfs/41750854/EXT%20%7C%20Virtual%20Curated%20%7C%20Day%203%20%7C%20The%20Experience%20Advantage%20%7C%20Transcript.pdf) # [Access Day 3 Slides Here](https://41750854.fs1.hubspotusercontent-na1.net/hubfs/41750854/EXT%20%7C%20Virtual%20Curated%20%7C%20Day%203%20%7C%20The%20Experience%20Advantage%20%7C%20Slides.pdf) # [Access Day 4 Transcript Here](https://41750854.fs1.hubspotusercontent-na1.net/hubfs/41750854/Virtual%20Curated/EXT%20_%20Virtual%20Curated%20Day%204_%20AI%20That%20Drives%20Revenue_Transcript.pdf) # [Access Day 4 Slides Here](https://41750854.fs1.hubspotusercontent-na1.net/hubfs/41750854/Virtual%20Curated/EXT%20%7C%20Virtual%20Curated%20Day%204%20AI%20That%20Drives%20Revenue_Slide%20Deck.pdf) # [Access Day 5 Transcript Here](https://41750854.fs1.hubspotusercontent-na1.net/hubfs/41750854/Virtual%20Curated/EXT%20%7C%20Virtual%20Curated%20Day%205%20The%20Revenue%20Engine_Transcript.pdf) # [Access Day 5 Slides Here](https://41750854.fs1.hubspotusercontent-na1.net/hubfs/41750854/Virtual%20Curated/EXT%20%7C%20Virtual%20Curated%20Day%205%20The%20Revenue%20Engine_Slide%20Deck.pdf) ### Opt-Out Preferences https://domaineworldwide.com/opt-out-preferences/ # Opt-Out Preferences ## California Privacy Rights If you are a resident of California, the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA), provides you with specific rights regarding your personal information. Subject to certain limitations, California residents may have the right to: - Request disclosure of the categories and specific pieces of personal information we collect about you - Request deletion of personal information we have collected from you - Request correction of inaccurate personal information - Opt out of the sale or sharing of personal information - Limit the use or disclosure of sensitive personal information - Not be discriminated against for exercising privacy rights Domaine Worldwide LLC does not sell personal information as defined under the CCPA/CPRA. However, we may share personal information with third parties for purposes such as advertising, analytics, and marketing, as described in our [Privacy Policy](https://domaineworldwide.com/privacy-policy/). To exercise your California privacy rights, you may submit the Privacy Request Form below, email [privacy@domaineworldwide.com](mailto:privacy@domaineworldwide.com), call +1 (646) 567-2955, or write to us at the address below. You may also manage your cookie preferences through the cookie consent pop-up available on this website (refresh this page to display the pop-up again). Mailing address: **Domaine Worldwide LLC** 447 Broadway, 2nd Floor #1430 New York, NY 10013 United States ### Our Team https://domaineworldwide.com/team/ ## Embedded in Europe, Connected Globally We are a team of commerce experts dedicated to creating, building, and growing ambitious and beloved brands. - 70+ full-time commerce experts in Europe, 300+ globally - Headquarters: Delft - Local offices: London, Amsterdam, Berlin - 20+ years of commerce history - 98% of our team has 5+ years ecommerce experience - Learn more ## Our Team - Bogdan Catrinoiu — [object Object] - Bas Kuijf — [object Object] - Anne Lieke Vonk — [object Object] - Wai Seu Chan — [object Object] - Pip Harsveld — [object Object] - Dominick Mastenbroek — [object Object] - Giulia Loregian — [object Object] - Melvin Jansen — [object Object] - Anna Puigdomènech Larrègola — [object Object] - Zuza Gronska — [object Object] - Rimvydas Cesonis — [object Object] - Pedro Knup — [object Object] - Midge Hazewinkel — [object Object] - Simon Iseringhausen — [object Object] - Noah de Bont — [object Object] - Maria Laura Mendes Rosa — [object Object] - Eline Rodenburg — [object Object] - Matt Morrow — [object Object] - Nino Jongmans — [object Object] - Andy Bell — [object Object] - Faheem Nusrat — [object Object] - Aina Lobera Garcia Vacas — [object Object] - Gabriel Charrua — [object Object] - Mark Rijkelijkhuizen — [object Object] - Patrick Watzeels — [object Object] - Pier Segaar — [object Object] - Robin Huizing — [object Object] - Roy van Neden — [object Object] - Sabine Tieland — [object Object] - Evert Smit — [object Object] - Sónia Gomes — [object Object] - Stijn Slats — [object Object] - Laura van Es — [object Object] - Isa Leeflang — [object Object] - Jamie Watson — [object Object] - Bob Rockland — [object Object] - Casper Staallekker — [object Object] - Jeroen Baake — [object Object] - Anggie Tushita — [object Object] - Tristan Kirwan — [object Object] - Ludovica Zivieri — [object Object] - Peter Vermeer — [object Object] - Tsong-Fu Cheng — [object Object] - Wouter Monkhorst — [object Object] - Anoek Hendrikse — [object Object] - Jasleen Kaur Narula — [object Object] ### Klaviyo https://domaineworldwide.com/klaviyo/ # Domaine is a Klaviyo Master Elite Partner: The most powerful Automated Email Marketing for Shopify stores At Domaine we not only help our clients to a well-functioning Shopify webshop, but also to an impressive conversion rate. Our weapon of choice? **Klaviyo: a data-driven email marketing tool with a 100% focus on e-commerce**. And, if you ask us, the most effective tool to grow your business. We’ve been using Klaviyo for many brands, and we’re in awe of the user-friendliness, the many, many useful features and the overall niftiness of Klaviyo’s software. And of course, the revenue it brings to our clients like Veloretti, Olaf Hussein, O'Neill and SNURK. On average, e-commerce brands attribute around 20-25% of their revenue to email marketing. At Domaine, we have a number of clients performing way better than that, with up to 50% of their revenue coming from email marketing. ## Why Klaviyo is the best tool for ambitious e-commerce brands - Klaviyo has a 100% e-commerce focus - Direct integration with Shopify and Shopify apps such as LoyaltyLion, Gorgias, Reviews.io and Rebuy Engine. - Very user-friendly - Direct insight into your ROI - Send hyper-personalized emails automatically - Product recommendations - Dynamic discount codes - Smart sending powered by Machine Learning and AI - You’re not paying for email addresses you don’t send emails to - Flexible contract: account can be upgraded or downgraded monthly - Support line 24/7 available (and reacts fast) - Future-proof: Klaviyo is constantly developing new features ## Partner up with Domaine to maximize revenue from Automated Email Marketing Klaviyo is like Shopify in the sense that it is so user-friendly that anyone can start working with it – but if you take your growth seriously and really want to make a splash with your automated email marketing, you can’t ignore Domaine’s Klaviyo team. Since 2019, Domaine has been a Klaviyo partner, and in Europe, Midge Hazewinkel and his team have refined and improved email automation flows daily until they discover the best-converting combination for our clients. Hence, they know all the viable strategies and benchmarks, know what works for which clients and which line of business, and have the technical knowledge to leverage Klaviyo's smart features to the fullest for your brand. ## Extra Klaviyo features ### Klaviyo CDP Klaviyo's Customer Data Platform (CDP) is fully integrated with your Klaviyo account, allowing you to manage and use your data more effectively. CDP offers the tools to enrich and transform your data, create advanced reports and predictions, and synchronize data with external systems. ### Klaviyo Advanced Analytics Within Klaviyo Advanced Analytics you will find various features, such as an RFM analysis, a funnel analysis, audience performance, custom metrics and custom CLV. ### Klaviyo Reviews Reviews are essential for building trust and credibility for your brand. With Klaviyo Reviews you collect reviews and customer data on one platform. The great thing is that you can streamline this with your workflow so that everything stays well and easily organized. Build trust by showing positive reviews throughout the customer experience. ### Klaviyo SMS Email marketing is great for reaching customers on their own time, but SMS takes it one step further by delivering your message directly to their phones. By integrating SMS into your email marketing strategy, you create a seamless customer experience across multiple channels. Whether it concerns exclusive offers or order updates, SMS enables personal and direct communication. Do you want to know more? [**Read our blog for more info on Klaviyo SMS.**](https://domaineworldwide.com/insights/commerce-insights/klaviyo-sms-marketing-what-is-it-and-how-do-you-use-it/) ## Domaine is one of the first Klaviyo Elite Partners in EMEA Looking for another reason to partner up with Domaine for your email marketing? Here it is: Domaine is the first Klaviyo Elite Partner in the Benelux and the fourth in EMEA. This status means the CRM experts in our Klaviyo team are true experts in setting up, developing, and integrating Klaviyo campaigns. As a Klaviyo Partner we help a lot of clients, and make sure their accounts stay healthy.  Our emails are rarely seen as spam – which indicates that our emails are opened and read relatively often. As a Elite Partner we can also offer our clients some nice extras, such as attractive pricing, a quarterly growth report, higher-quality analytics, early access to new features, and our own Channel Success Manager at Klaviyo who makes sure we can help our clients even better. ## What to expect from Domaine as your Klaviyo partner: - Klaviyo onboarding and training - Setup best practice flows - Audit and clean your email list - Craft engaging and conversion-driven email campaigns that increase revenue - Ongoing support and monthly strategy sessions - Constant optimization & split testing of email flows - Growing and segmenting your email list ### Curated by Domaine https://domaineworldwide.com/curated-podcast/ ## Conversations with the people building modern commerce Curated by Domaine is a podcast about how ambitious brands build, scale, and evolve ecommerce across North America and Europe. Each episode features honest conversations with Founders, Technology Leaders, and Ecommerce Leaders navigating growth, complexity, and change. We talk about what it takes to reduce tech debt, expand into new markets, launch new categories, and build commerce experiences that can keep up. - Learn more ## Growth creates complexity. New markets add operational pressure. New categories change how teams plan, build, and merchandise. Legacy systems slow teams down. Internal change takes more time than expected. Curated by Domaine explores how leading brands work through those moments. The show blends thoughtful storytelling with practical commerce insight, so listeners leave with a clearer view of what growth really requires. ## What we talk about ### Reducing tech debt & complexity How brands simplify their systems, integrations, and workflows so teams can move faster ### Launching new categories What changes when a brand expands its assortment, adds new operational demands, and needs the site to support that growth ### Change management for speed How teams align people, process, and platform decisions without creating friction ### Expanding into new markets How brands approach localization, cross-border growth, and the realities of scaling across regions ## Who it’s for Curated by Domaine is for senior leaders at high-growth and enterprise brands, including Founders, C-suite leaders, and teams across Ecommerce, Digital, Marketing, and Technology. - Learn more ### From New York to Amsterdam ## The Hosts ### Marko Bon High-growth and enterprise brands, technical complexity, and digital transformation ### Robin Huizing European brands, global commerce strategy, and international growth ## Follow Curated by Domaine ### Agentic Commerce Accelerator for Non-Shopify Brands https://domaineworldwide.com/agentic-commerce-non-shopify/ ## Prepare your brand for AI-driven discovery and checkout using Universal Commerce Protocol (UCP) and Agentic Commerce Protocol (ACP) Shopify now functions as an agentic commerce layer; a way for non-Shopify brands to participate in AI shopping without replacing their existing platform. For non-Shopify brands, Domaine implements Shopify as a controlled, agent-facing layer, not your primary commerce platform. Enabling your platform to: - Ingest product data - Expose it to AI agents - Route & sync orders back to your systems - [Learn more](https://domaineworldwide.com/#form-0d07c66f-2977-4ac6-a43d-82abbf39001d-5) ### Start future-proofing your store now ## Free Agentic Commerce Readiness Audit For Non-Shopify Brands The Agentic Readiness Audit gives non-Shopify brands a clear, practical view of how prepared their commerce stack is for AI-driven discovery and checkout. We’ll help you analyze: - Catalog structure and taxonomy (products, variants, collections) - Attribute completeness and consistency for comparison - Product description quality for first-time buyers Schema alignment and formatting patterns agents rely on - Checkout and channel eligibility considerations - [Learn more](https://domaineworldwide.com/#form-0d07c66f-2977-4ac6-a43d-82abbf39001d-5) ## How This Protects Brand-Owned Demand To stay first-party in a world of third-party AI interfaces, we help your brand define the clarity & structure that will give it leverage and achieve: - AI agents correctly represent your products and brand - Customers are routed to your DTC experience when appropriate - Retailers no longer win by default due to better data hygiene - You retain control over pricing, margins, and customer relationships - Learn more ### PM Apprenticeship Program https://domaineworldwide.com/pm-apprenticeship-program/ ### Hybrid self-guided & live sessions ### Project Management, Business Strategy & Ecommerce Experience ### Real skills, portfolio pieces & professional connections ### What You'll Get ## Step into the role of a Project Manager on a real-world digital commerce challenge. - Work with case studies from leading fashion, beauty, retail, and furniture brands - Access mentorship from industry experts - Build confidence in tools like JIRA, Productive, Confluence, and Shopify - Learn how to manage budgets, timelines, and stakeholders - Join a community of peers passionate about digital commerce - [Learn more](https://domaineworldwide.com/#) ### Post-Graduation Pathways ## Our alumni are prepared to step directly into roles such as: - Project Manager / Associate PM - Client Success / Account Coordinator - Business Solution Analyst - Some graduates may continue with Domaine, while others leverage the experience to join top agencies, tech startups, or in-house e-commerce teams. - Learn more ### Contact | Home Goods on Shopify | ABM https://domaineworldwide.com/contact-shopify-home-goods/ ### Domaine Labs https://domaineworldwide.com/domaine-labs/ ## Our Products Tools and accelerators launched through Labs - Events — Ticketing Accelerator - Shopify POS — Retail discovery, consultation, and customization - Foundation — Domaine's enterprise theming engine - AI Discovery — Agentic audits & optimization - Pixels — Enhanced Shopify<>Klaviyo events - Multi-brand — Multiple experiences, one codebase - B2B — Wholesale on Shopify ### Intelligent signals from every part of the storefront ## Domaine Pixels - [Learn more](https://domaineworldwide.com/domaine-pixels/) ## Agent Alpha Evaluate your brand's technical SEO foundation and AI discoverability. - [Learn more](https://domaineworldwide.com/agent-alpha/) ### Turn Complex B2B Operations into a Unified Revenue System on Shopify. ## B2B Accelerator Labs worked with Domaine's B2B experts to build a foundation for scalable wholesale selling on Shopify. We leveraged native functionality wherever possible, building in features to fill common gaps. Our accelerator includes out-of-the-box functionality for: Customer impersonation and order drafting, quick-order PLPs, CSV order upload, saved carts, and in-depth parts finder including interactive diagrams. - Customer impersonation — "Order on behalf of" - [Learn more](https://domaineworldwide.com/b2b-accelerator/) ## Ticketing Engine Domaine’s Ticketing Engine is the only comprehensive ticket-selling solution built for Shopify. It gives merchants the tools to configure, sell, and redeem tickets while fully owning customer data. - [Learn more](https://domaineworldwide.com/ticketing-engine/) ## See the results Our latest work exemplifies the success of Domaine R&D - [Daily Harvest](https://domaineworldwide.com/work/daily-harvest/) - [David Protein](https://domaineworldwide.com/work/david-protein/) - [Hunter Douglas](https://domaineworldwide.com/work/hunter-douglas/) ### Content | Privacy Policy https://domaineworldwide.com/privacy-policy/ # Domaine Privacy Policy Last updated: July 7, 2026 This privacy policy explains how Domaine Worldwide LLC (referred to as "Domaine," "**we**", "**us**", or "**our**"), as a controller, collects, uses, discloses, and protects personal data collected from each user (“**you**”). This privacy policy applies to our website and your further interaction with Domaine Worldwide LLC. It also describes your data protection rights, including the right to object to some of the processing which the Domaine carries out. More information about your rights, and how to exercise them, is set out in Section 7. ## 1. Personal Data We May Collect About You _Personal data we receive directly from you_ | Identifiers and Business Information | Name, email address, phone number, company name, job title, business website, location | | --- | --- | | Transaction Data | Billing address, shipping address, payment details | | Account information | Username, password, security questions | | Shopping information | Items you view, put in your cart or add to your wish list | | Contact & Marketing Data* | Preferences, consent records, subscription status | | Technical Information* | IP address, browser type, device information, cookies and similar technologies | | Communication Information | Inquiries, form submissions, and correspondence | With regard to categories with a (*) these data may be collected by means of cookies or similar technologies. For such processing, please also see more details in Section 4. _Personal data we receive indirectly from you_ Sometimes we also receive information about you from third parties. In particular: - Companies who support our site and services, such as Shopify. - Our payment processors, who collect payment information (e.g., bank account, credit or debit card information, billing address) to process your payment in order to fulfil your orders and provide you with products or services you have requested. We do not intentionally collect sensitive personal data unless required and permitted by law. ## 2. How We Use Your Personal Data And The Legal Basis For This Use We will only use the information identified in Section 1 for the purposes and legal bases identified below and share this data only with the data recipients identified below. | Purpose | Categories of personal data | Legal basis | Data recipient(s) | | --- | --- | --- | --- | | To operate and improve our services. | Identifiers and Business Information Contact & Marketing Data Technical Information Communication Information | We have a legitimate interest in operating our site and improving its operation. | Security, system administration and IT support service providers, such as Rippling. | | To respond to inquiries and requests. | Communication Information Transaction Data | We have a legitimate interest to respond to inquiries and requests. | Email and business communication service providers, such as Google Workspace, Slack and Missive. | | To manage customer relationships. | Identifiers and Business Information Account Information Contact & Marketing Data Communication Information | It is necessary for us to process your personal data in order to perform our contract with you, or to take steps at your request prior to entering into a contract with you. We have a legitimate interest in managing our business and providing services to our customers. | CRM software providers, such as HubSpot. | | To send marketing and promotional communications. | Identifiers and Business Information Contact & Marketing Data Shopping information | Your consent. We have a legitimate interest in promoting our services to our clients. | Marketing automation and email campaign providers, such as HubSpot. | | To understand and analyze website usage. | Technical Information Contact & Marketing Data | Your consent. | Analytics, tracking, and content delivery providers, such as Google Analytics, HubSpot and Mux. | | To register, create, and manage your account on our website. | Identifiers and Business Information Account information Shopping Information | It is necessary for us to process your personal data in order to perform our contract with you, or to take steps at your request prior to entering into a contract with you. | CRM software providers, such as HubSpot. E-commerce platform and order management providers, such as Shopify. | | To process and manage your orders. | Identifiers and Business Information Account information Transaction Data Shopping information. | It is necessary for us to process your personal data in order to perform our contract with you, or to take steps at your request prior to entering into a contract with you. | E-commerce platform and order management providers, such as Shopify, Shopify Payments, and Printful. | | To host and operate our online store. | Identifiers and Business Information Account information Transaction Data | It is necessary for us to process your personal data in order to perform our contract with you, or to take steps at your request prior to entering into a contract with you. | E-commerce platform and order management providers, such as Shopify. | | To comply with applicable laws and protect our legitimate business interests and legal rights. | Identifiers and Business Information Contact & Marketing Data Technical Information Communication Information Payment details | We have a legitimate interest in preventing and detecting fraud or other wrongdoing. We might also have a legal obligation under applicable law. | Courts, law enforcement authorities, regulators, government officials and legal advisors (depending on the specific case). | There are instances where we have a legitimate interest to use your data. Our legitimate interest will vary depending on what we are using your data for, and we explain above what the interest is and how it relates to the processing operations that we are carrying out. Where we process personal data on the basis of a legitimate interest, then – as required by data protection law – we have carried out a balancing test to document our interests, to consider what the impact of the processing will be on individuals and to determine whether individuals’ interests outweigh our interests in the processing taking place. You can obtain more information about this balancing test by using the contact details at the end of the notice. We do not engage in automated decision-making or profiling that produces legal or similarly significant effects on individuals. ## 3. Marketing Communications & Email Compliance ### 3.1.United States (CAN‑SPAM) We comply with the CAN‑SPAM Act by: - Using accurate sender information and non‑deceptive subject lines - Identifying promotional messages as advertising where required - Including a valid physical mailing address in marketing emails - Providing a clear and functional unsubscribe mechanism - Honoring opt‑out requests within 10 business days To exercise your rights, including requests to access, correct, or delete personal data, you may contact us using the details listed in Section 13. ### 3.2.Canada (CASL) Where CASL applies, we send commercial electronic messages only with: - Express or implied consent as permitted by law - Clear identification of the sender and contact information - An easy‑to‑use unsubscribe mechanism You may withdraw consent at any time, and unsubscribe requests are processed within 10 business days. ### 3.3.United Kingdom & European Union (GDPR / PECR / ePrivacy) We send marketing emails to individuals in the UK and EU only where: - You have provided valid opt‑in consent, or - A limited soft opt‑in applies (existing customer relationship, similar products/services, and opt‑out provided at collection and in each message) All marketing emails include an unsubscribe link, and you may object to direct marketing at any time. To exercise your rights, including requests to access, correct, or delete personal data, you may contact us using the details listed in Section 13. ## 4. Cookies And Tracking Technologies ### 4.1 What are cookies? A cookie is a small file that is placed in the browser files of your computer, smartphone, tablet or similar device or on your computer’s hard drive. Cookies are used to collect information for various business purposes. For example, we may use cookies to help make interactions with our website easier for you and help us analyze trends, administer our services, and track activity and interactions with our Services. ### 4.2 What cookies do we use, what information to they collect and how long are they stored for? You can find more information about the individual cookies we use and the purposes for which we use them in the table below: | Type of cookie | What does it collect | Duration until expiry | | --- | --- | --- | | Necessary/ essential cookies | These cookies are required to enable core functionality of our services and cannot be switched off. The technical design of the website requires us to use technologies, especially cookies. Without these technologies, our website cannot be displayed (fully correctly) or support functions may not be possible. These are generally transient cookies that are deleted after your website visit, at the latest when you close your browser. You cannot deselect these cookies if you wish to use our website. | Up to 3 months | | Analytics/ performance cookies | These cookies help us improve or optimize the experience we provide on our services. They allow us to measure how visitors interact with our website and we use this information to improve the user experience and performance of the website. These cookies are used to collect technical information such as the last visited website, the number of pages visited, whether or not email communications are opened, which parts of our website or email communication are clicked on and the length of time between clicks. | Up to 3 months | | Functional cookies | We may use cookies that are not essential but enable various helpful features on our services and provide enhanced functionality and personalization. For example, these cookies collect information about your interaction with services provided on the website, and may be used on our website to remember your preferences (such as your language preference), your interests and the presentation of the website (such as the font size). We will ask for your consent to use these cookies when you request the relevant service. You can withdraw your consent at any time by changing the settings in the cookie manager. | Up to 3 months | ### 4.3 Third-Party Cookies We use first- and third-party cookies. First party cookies come from us and send information only to us. Third-party cookies are placed by third parties and send information about your device to other companies to analyze how you are using our website. We currently use third-party technologies provided by vendors including Google (Google Analytics and Google Ads), LinkedIn (LinkedIn Insight Tag), HubSpot, Apollo, and Clay to support website analytics, conversion measurement, marketing automation, visitor analytics, and advertising performance. These providers may collect information about your interactions with our website through cookies or similar technologies, subject to your consent where required by applicable law. We may use these third-party cookies for our marketing efforts as well as to understand user website activity (for example, what page you visited and how long you stayed on a page). To the extent the information collected on our behalf by these third parties contains any personally identifiable information, we will protect it in accordance with this privacy policy. You should review the privacy and cookie policies of these third parties to find out how these third parties use cookies and whether your cookie data will be transferred to a third country. Third-party cookies are placed on this website by third parties such as Google (including Google Analytics and Google Ads), LinkedIn, HubSpot, Apollo, Clay, and Mux. ## 5. Where We Transfer Your Personal Data Due to the global nature of our business, your personal data may be transferred to recipients located outside the UK and the EEA, including in particular to the United States, Canada and Chile. Where such transfers are made to countries that have not been the subject of an adequacy decision, we ensure that appropriate safeguards are in place including by way of Standard Contractual Clauses (SCCs) to protect your personal data. A copy of the relevant mechanism can be obtained for your review on request by using the contact details below. ## 6. Data Retention We retain personal data for a period of 10 years from the date of collection or your last interaction with us (whichever is later), unless a longer retention period is required or permitted by law (for example, for litigation or regulatory compliance purposes). Where we process personal data for marketing purposes or with your consent, we process the data until you ask us to stop, and for a short period of 1- 3 business days after this (to allow us to implement your requests). We also keep a record of the fact that you have asked us not to send you direct marketing or to process your data so that we can respect your request in future. If you would like to receive any further information about our data retention periods, please contact us via the details set out in Section 13. ## 7. Your Rights Depending on your location, you may have the following rights: | Right  | Summary  | | --- | --- | | The right of access  | Enables you to receive a copy of your personal data  | | The right to rectification   | Enables you to correct any inaccurate or incomplete personal data we hold about you  | | The right to erasure  | Enables you to ask us to delete your personal data in certain circumstances  | | The right to restrict processing  | Enables you to ask us to halt the processing of your personal data in certain circumstances  | | The right to object | Enables you to object to us processing your personal data on the basis of our legitimate interests (or those of a third party), including processing for direct marketing purposes or profiling for purposes of direct marketing, or where we are performing a task in the public interest - your objection will be upheld, and we will cease processing your personal data, unless the processing is based on compelling legitimate grounds or is needed for the exercise or defense of legal claims that may be brought by or against us.  | | The right to data portability | Enables you to request us to transmit personal data that you have provided to us, to a third party without hindrance, or to give you a copy of it so that you can transmit it to a third party, where technically feasible.  | These rights may be limited, for example if fulfilling your request would reveal personal data about another person, or if you ask us to delete information which we are required by law or have compelling legitimate interests to keep. Wherever we rely on your consent, you have the right to withdraw that consent at any time, without affecting the lawfulness of processing based on consent before its withdrawal. We may however have other legal grounds for processing your data for other purposes, such as those set out above. In some cases, we are able to send you direct marketing without your consent, where we rely on our legitimate interests. You have an absolute right to opt-out of direct marketing, or profiling we carry out for direct marketing, at any time. You can do this by following the instructions in the communication where this is an electronic message, or by contacting us using the details set out below. If you have unresolved concerns, you have the right to complain to a data protection authority in the country that you reside in or, the country of your place of work or the country where the alleged infringement took place. ## 8. California Privacy Rights If you are a resident of California, the California Consumer Privacy Act (CCPA), as amended by the California Privacy Rights Act (CPRA), provides you with specific rights regarding your personal information. Subject to certain limitations, California residents may have the right to: - Request disclosure of the categories and specific pieces of personal information we collect about you - Request deletion of personal information we have collected from you - Request correction of inaccurate personal information - Opt out of the sale or sharing of personal information - Limit the use or disclosure of sensitive personal information - Not be discriminated against for exercising privacy rights Domaine Worldwide LLC does not sell personal information as defined under the CCPA/CPRA. However, we may share personal information with third parties for purposes such as advertising, analytics, and marketing, as described in this Privacy Policy. To exercise your California privacy rights, including requests to access, correct, or delete personal data, you may contact us using the details listed in Section 13. You can amend your preferences in our [opt-out page](https://domaineworldwide.com/opt-out-preferences/). ## 9. Exercising Your Privacy Rights To exercise your rights, including requests to access, correct, or delete personal data, you may contact us using the details listed in Section 13. We may need to verify your identity before responding to your request. Verification may require confirming information associated with your account or prior interactions with us. We will respond to valid requests within the timeframes required by applicable law. ## 10. How We Protect Your Personal Data We implement appropriate administrative, technical, and organizational safeguards to protect personal data against unauthorized access, disclosure, or misuse. ## 11. Children’s Privacy Our services are not directed to children, and we do not knowingly collect personal information from individuals under 16. If you are under the age of 16, you can use this service only in conjunction with your parent’s or guardian’s permission. ## 12. Changes to This Policy We may update this Privacy Policy from time to time. Updates will be posted on this page with a revised “Last Updated” date. We may also notify you in other ways from time to time about the processing of your personal data. ## 13. Contact Us If you have questions about this Privacy Policy or our data practices, please contact us: Email: [privacy@domaineworldwide.com](mailto:privacy@domaineworldwide.com) Phone: 1 (646) 567-2955 By mail: **Domaine Worldwide LLC** 447 Broadway, 2nd Floor #1430 New York, NY 10013 United States **CODE International B.V.** Frederik Matthesstraat 30, 2613 ZZ Delft The Netherlands ### Content | Shopify vs. SFCC Whitepaper https://domaineworldwide.com/shopify-vs-sfcc-whitepaper/ ![Image of various slides from the Shopify vs. SFCC white paper, on a black background.](https://cdn.sanity.io/images/cxeknc6v/production/fd182365d44de428ff3ec2088e59c1be1de3a52e-2000x1172.png?w=1600) ## Shopify vs. SFCC ### Our Premise We believe that brands have the potential to grow revenue faster on Shopify than on SFCC, while also significantly reducing their costs. We’ve outlined how and why in our Shopify vs. SFCC white paper. ### Outline After a brief introduction to Domaine, we start with a history of the two platforms, a comparison of the total cost of ownership (TCO) between Shopify & SFCC, a deep dive into both tech stacks, clarity around Shopify's headless platform, and a full list of Shopify's products & features. ### Platform Comparison ## Shopify vs. Salesforce Commerce Cloud ### Platform & total cost of ownership We compare Shopify platform features against SFCC, and outline comparative costs. We clarify the relationship between Shopify products and those same offerings in SFCC. And finally, we then provide an overview of the Total Cost of Ownership (TCO) between the two platforms for a sample enterprise brand. ### Tech stack & ecosystem We include a side-by-side comparison of tech stack features, including against Shopify Online Store 2.0 and Shopify Hydrogen. We've listed key differences between the tech approaches adopted by the two platforms (SFCC and Shopify), and how those differences impact the developer communities that support each platform. ### Contact | Newsletter Sign-Up https://domaineworldwide.com/newsletter/ ### Content | Scholarship Program https://domaineworldwide.com/scholarship/ ## The Domaine Scholarship Program - For — College & University Students - [Apply Now](https://domaineworldwide.com/#form-f06d161b-dab7-482a-8a13-9a23581b518a-2) ## Purpose of Scholarship The Domaine Scholarship Program seeks to reward and support one student per semester that is actively pursuing an undergraduate degree in exchange for a thoughtful research and perspective piece on the buying patterns of the next generation of consumers. Through this scholarship program, we are looking to tap into the fresh perspectives and insights of today's college and university students. As a leading [Shopify agency](https://meetdomaine.com/), we want to understand this generation's shopping behaviors and preferences as we [design and develop](https://meetdomaine.com/services) the ecommerce shopping experiences of the future, rewarding one innovative mind per semester with a $2,000 scholarship. ##### Deadline - **Spring:** Entries due by 12 AM EST on December 1st; winners announced by 12 AM EST on December 15th. - **Fall:** Entries due by 12 AM EST on May 1st; winners announced by 12 AM EST on May 15th. ##### Eligible Applicants - Open to all undergraduate students regardless of major. - Must be current, full-time students at accredited two-year or four-year U.S. universities or colleges. - Students should not be entering their first semester as a Freshman or their last semester as a Senior. ##### Scholarship Amount - $2,000 per semester, awarded to one student. ## Application Process To apply, submit a 2,000-word article that dives into the shopping behavior and preferences of undergraduate college-age consumers (18 to 23). Your article should be insightful, data-driven, and well-structured, with clear headings and subheadings. Here’s what we expect: - **Title:** Give your article an engaging title. - **Survey Data:** Collect data from your peers using a tool like Google Forms (minimum of 100 responses) or use reputable survey databases available through your academic program. - **Research and Citations:** Use and cite reputable online sources. ##### Topic Explore what college-age consumers value most in their digital shopping experiences. Consider the following: - Branding, packaging, and design - Brand equity - Quality of product - Price/discounts - Convenience (e.g., shipping speed) - Sustainability and social impact - Customer service and return/exchange policies - Shopping preferences (in-store vs. online) - Device preferences (mobile, desktop, tablet) - Availability in marketplaces (ex. Amazon, Shop App, etc.) - Social media and influencers - Channels for product discovery (Google search, social media, word of mouth) - AR/VR and Web3 By submitting your article, you agree that it may be featured in our blog, [Domaine Insights](https://meetdomaine.com/insights). ##### Rules The $2,000 scholarship award is for tuition and books only. The award will be paid directly to the recipient's U.S.-based school and credited towards academic costs. This scholarship is non-renewable, and recipients may only win once. ##### Selection Process The Domaine Scholarship Committee will review all submissions. One winner will be chosen per semester. Winners will be notified via email ([scholarship@meetdomaine.com](mailto:scholarship@meetdomaine.com)). If the winner does not respond within 7 business days, a new winner will be selected. ### Contact and Submission For any questions, reach out to [scholarship@meetdomaine.com](mailto:scholarship@meetdomaine.com). Applications should be submitted through the form below. Join us in shaping the future of commerce. Apply today and share your insights on what drives the next generation of consumers. ### Contact https://domaineworldwide.com/contact/ ## Services ### AI Acceleration https://domaineworldwide.com/services/ai-acceleration/ AI services tailored for ambitious brands ready to secure their competitive edge. - [Agentic Commerce](https://domaineworldwide.com/services/ai-acceleration/agentic-commerce/) #### Agentic Commerce https://domaineworldwide.com/services/ai-acceleration/agentic-commerce/ AI services tailored for ambitious brands ready to secure their competitive edge. ##### Agentic Commerce Accelerator https://domaineworldwide.com/services/ai-acceleration/agentic-commerce-accelerator/ Own Your Customer Relationship in AI Commerce ## Prepare your brand for AI-driven discovery and checkout using Universal Commerce Protocol (UCP) and Agentic Commerce Protocol (ACP) AI is changing how customers buy: AI assistants like Gemini and ChatGPT can now discover and transact with merchants via standardized commerce protocols, enabling direct checkout without traditional storefront browsing. Domaine’s Agentic Commerce Accelerator prepares enterprise commerce systems to be visible, interpretable, and transaction-ready for AI agents where: - • Ranking is no longer driven by pages or keywords but by product truth - • Structured product data and buyability become first-class signals - • Checkout constraints and fulfillment rules directly affect visibility - • Poor data structure = invisibility - [Learn more](https://domaineworldwide.com/#form-f19ac568-ec4b-40e6-8cee-362cf18ba1d8-7) ### Start future-proofing your store now ## Free Agentic Commerce Readiness Audit A fast, structured assessment of how your Shopify architecture performs in AI shopping environments and a prioritized plan to improve it. - • Catalog structure and taxonomy (products, variants, collections) - • Attribute completeness and consistency for comparison - • Product description quality for first-time buyers - • Schema alignment and formatting patterns agents rely on - • Checkout and channel eligibility considerations - Learn more ### Our Agentic Commerce Model ## Grab Your Place In The AI Shelf With Agentic Commerce Optimizations & GEO Support As SEO shifts from optimizing for clicks to optimizing ingestion, our Accelerator prepares your commerce stack to be discoverable, interpretable, and transaction-ready for AI agents operating through Universal Commerce Protocol (UCP) & Agentic Commerce Protocol (ACP). We deliver the right configuration to achieve it: - • Readiness scorecard - • Gap analysis - • Product data completeness assessment - • Structured data (schema) enhancement - • Prioritized roadmap (quick wins + deeper work) - Learn more ### HOW SUCCESS LOOKS IN AI ## Daily Harvest wins visibility and brand equity on AI channels Daily Harvest took a strategic approach: control how the brand appears in AI-generated answers instead of letting retailers or aggregators define it. Domaine helped Daily Harvest optimize for how LLMs discover, evaluate, and cite brands across ChatGPT, Google AI Overviews, and Perplexity preserving brand equity while AI adoption accelerated. - Learn more ## How This Protects Brand-Owned Demand To stay first-party in a world of third-party AI interfaces, we help your brand define the clarity & structure that will give it leverage and achieve: - • AI agents correctly represent your products and brand - • Customers are routed to your DTC experience when appropriate - • Retailers no longer win by default due to better data hygiene - • You retain control over pricing, margins, and customer relationships - Learn more ## One AI Path, Every Major AI Model AI platforms will keep evolving, prepare you brand to be found everywhere - • ChatGPT - • Gemini - • Copilot - • Perplexity - ... and more - Learn more ## Not On Shopify? You’re Still In The Game Agentic Commerce requires structured data, explicit rules, and predictable order flows, not a specific platform. Domaine implements Shopify as a controlled, agent-facing layer, not your primary commerce architecture. No replatform, no migration. - [Learn more](https://domaineworldwide.com/agentic-commerce-non-shopify/) ## Explaining Shopify’s UCP Announcement In partnership with Google, Shopify developed infrastructure (termed UCP, Universal Commerce Protocol) that structures product data so that agencts like Gemini and Copilot can interpret commerce reliably. This protocol is primarily relevant to those Google and Microsoft-aligned agent surfaces — not every AI assistant. Why it matters for Shopify brands
 Because these agent experiences are shaped by Shopify’s schema and built in partnership with Google, brands on Shopify now have a structural advantage (vs brands on other eCommerce platforms) in traditional SEO and Google search. - Domaine supports this by: - • Optimizing Shopify catalog structure and schema to align with UCP-driven agent environments - • Preparing product data for conversational discovery and selection in ACP-style experiences - • Improving product data completeness, consistency, and normalization, regardless of protocol - • Advising on protocol-specific trade-offs, including reach, control, and data visibility - • Designing catalog standards that remain flexible as agent ecosystems evolve - [Learn more](https://domaineworldwide.com/insights/commerce-insights/understanding-shopify-ucp-announcement/) ## Agentic Commerce Accelerator ##### AI Search Optimization / GEO https://domaineworldwide.com/services/ai-acceleration/ai-search-optimization/ LLMs have changed how people search. We make sure your brand is the one they find. ### AI-generated answers are reshaping discovery ## LLM's have changed the way people search online Inclusion and citation don’t happen by chance; they require clean technical foundations, explicit structured data, and content formatted for conversational intent. As AI search gains momentum, if your brand isn’t machine-readable and citable, you may fall behind competitors and lose the revenue. - Learn more ## How We Work Start with the free Agentic Readiness Audit, then choose a focused pilot or a full-catalog rollout with ongoing quarterly optimization. - Audit — content, schema, and citation-readiness assessment across ChatGPT, Perplexity, Google AI Overviews, and Claude - Structure — technical fixes: schema markup, structured data, content architecture - Build Authority — content built for conversational intent and citation, not just keywords - Monitor & Iterate — ongoing tracking of citations, share of voice, and referral traffic from AI platforms - [Learn more](https://domaineworldwide.com/#formf19ac568-ec4b-40e6-8cee-362cf18ba1d8) ## What's Included - Full-site AI visibility audit - Structured data / schema implementation plan - Content briefs for priority category and product pages - Citation and share-of-voice tracking dashboard - Quarterly optimization sprints - Learn more ## Agentic Commerce Work - [Gaia Herbs](https://domaineworldwide.com/work/gaia-herbs/) ##### Site Experience Innovation https://domaineworldwide.com/services/ai-acceleration/site-experience-innovation/ Deploying best-in-class AI-powered tools for Shopify brands to transform ecommerce sites into an adaptive, high-converting experience. ### Leverage On-Site AI ## A vetted network of best-in-class partners We maintain a curated network of best-in-class AI partners (for search, recommendations, personalization, and guided discovery) and we know which ones play well with your specific stack. - Learn more ### AI-powered tools that enable speed ## Deploy, tune, and iterate Shoppers expect a storefront that adapts to them (relevant search, helpful recommendations, guided discovery, instant answers). We implement this through our partner ecosystem across four surfaces: - Adaptive search — results that adjust to intent, not just keyword match - Personalized recommendations — product suggestions built on real behavioral signal - Guided discovery — conversational and visual paths to the right product, faster - Instant answers — AI-powered support that resolves questions on-site, before they become tickets - Learn more ### Discovery Session ## What We Cover in Discovery Sit with our commerce experts in one focused session maps what "adaptive" means for your storefront specifically: - Current state — where shoppers drop off today, and what's already in place - Behavioral data — what you're collecting, what's missing, and whether it's enough to power personalization from day one - Priority surface — which single surface (search, recommendations, guided discovery) proves value fastest - Technical constraints — theme, app stack, and existing tools a new layer needs to work alongside - Learn more ##### AI for Operational Efficiency https://domaineworldwide.com/services/ai-acceleration/ai-for-operational-efficiency/ Make the most of your internal toolset and develop AI frameworks that drive value. ## Tooling isn't the hard part. Sequencing, governance, and adoption are. Most teams can name an AI tool they've tried. Few have a repeatable way to decide what to adopt next, who owns quality once AI is in the workflow, or how to take a successful pilot org-wide without it stalling in one team. - Learn more ## Smarter Teams, Faster Operations We built a framework to close the gap in AI efficiency, because we had to close it ourselves first. - Engineering workflow audit — where AI coding tools and automated review fit into your existing pipeline - Creative production tooling — image and copy generation workflows that speed up production without diluting brand voice - Team adoption playbook — the rollout sequence, guardrails, and training that got our own team to full adoption, adapted to yours - Ongoing advisory — as the tooling landscape moves quickly, a standing point of contact to help you decide what's worth adopting next - Learn more ### Our position ## Human accountability, agent as a first-class user We've invested in AI enablement across Domaine, and we've built that investment around one principle: a human is accountable for every outcome, and the agent is treated as a first-class participant in how we work. Ways of working are shifting across the industry. Every services partner has an obligation to respond to that shift by improving value and quality. - Learn more ### Strategy https://domaineworldwide.com/services/strategy/ Using data, historical insights, and brand experiences to guide businesses to ecommerce success, through consulting and analytics. We form long-term strategic relationships with our clients, each aimed at growing their direct-to-consumer (DTC) channel through smart, informed decisions. - [Consulting](https://domaineworldwide.com/services/strategy/consulting/) - [Analytics](https://domaineworldwide.com/services/strategy/analytics/) - [Agentic Commerce](https://domaineworldwide.com/services/ai-acceleration/agentic-commerce/) ## How We Work - 1. Define What Success Looks Like: We work closely with you to define clear objectives and KPIs that align with your business goals. - 2. Purposeful Collaboration: We don't simply handle tickets; we proactively collaborate with your team to ensure that every task and initiative is geared toward driving a positive ROI - 3. Actionable Insights: We analyze data and consumer behavior to identify actionable insights, enabling us to solve consumer problems effectively. - 4. Focus on What Matters Most: Our strategic approach is designed to maximize ROI by focusing on high-impact activities to meet your business goals. - Learn more ![Example workflow](https://cdn.sanity.io/images/cxeknc6v/production/25d2b9dae138aecdc383a54cc9f0afb263bc192a-4500x1982.png?w=1600) #### Consulting https://domaineworldwide.com/services/strategy/consulting/ We are a team of experts across all areas of ecommerce, dedicated to building the brands of tomorrow. Our Ecommerce Consulting Services offer a comprehensive approach to brand growth. From audits and conversion rate optimization (CRO) to persona definition and competitive research, we provide actionable insights, guiding brands in prioritizing key initiatives and optimizing performance for long-term success. ##### Website Audits https://domaineworldwide.com/services/strategy/website-audits/ Providing actionable insights to help build the best version of each ecommerce presence. We conduct comprehensive website audits to uncover opportunities that enhance performance, usability, and growth. By evaluating site architecture, analytics, and user behavior, we provide actionable insights to help brands build the strongest version of their ecommerce presence. ## Build a Stronger Shopify Foundation Every high-performing eCommerce storefront starts with a clear understanding of what’s driving results and what’s holding them back. Our audits evaluate site experience through a UX and data-driven lens—reviewing user behavior, conversion paths, and key analytics to identify opportunities for improvement and growth. - Learn more ##### Conversion Rate Optimization (CRO) & Personalization https://domaineworldwide.com/services/strategy/conversion-rate-optimization-cro/ Optimizing websites for higher on-page conversion and overall ecommerce performance through personalization and a test and learn approach. We help ecommerce brands increase revenue and engagement through a data-led approach to conversion optimization. By analyzing user behavior, A/B testing key pages, and refining on-site experiences, we drive measurable improvements in conversion rates and overall performance. ### Turn traffic into measurable growth ## Optimizing Conversion for Shopify Success Even the most beautifully designed ecommerce site can underperform without a structured, data-driven approach to conversion. We combine testing, analytics, and behavioral insights to identify friction points and opportunities for improvement. By refining design, messaging, and flow, we help brands boost conversion rates, lift AOV, and achieve sustained revenue growth. - A/B and multivariate testing - Checkout and funnel optimization - Landing page and UX refinement - Learn more ##### Persona Definition https://domaineworldwide.com/services/strategy/persona-definition/ Creating detailed personas using data appends with your customer database to deeply understand your unique DTC customer ### Digital Personas ## Data-Driven Customer Understanding for Shopify Brands Every great eCommerce strategy starts with knowing who your customers really are, not just what they buy. We create data-driven customer personas by appending your order data with demographic details. Using advanced clustering and analysis techniques, we uncover meaningful patterns in how your customers browse, purchase, and engage. These insights empower brands to tailor experiences that connect authentically and convert consistently. - Learn more ##### Website Analytics and Strategic Insights https://domaineworldwide.com/services/strategy/website-analytics-and-strategic-insights/ Data-driven website insights to optimize user experience, boost conversions, and drive growth ## Turning Analytics into Actionable Strategy Data without insight is just noise. We translate quantitative analytics into clear, evidence-based strategies that uncover what drives performance and where untapped opportunities lie. By analyzing patterns in traffic, engagement, and conversion data, we deliver actionable insights that empower brands to optimize experiences, increase efficiency, and drive measurable growth. - Learn more ##### Market, Customer, & Competitive Research https://domaineworldwide.com/services/strategy/market-customer-and-competitive-research/ Gain a competitive edge with comprehensive market, customer, and competitive research services. We deliver data-driven insights to fuel your business growth. ### See your brand in full context ## Market Intelligence That Powers Growth We connect the dots between economic trends, category performance, and evolving consumer behaviors to help you navigate the eCommerce landscape with clarity. Our analysis uncovers vertical-specific preferences, shopping patterns, and unmet needs, turning data into insight and insight into strategies that drive differentiation and sustainable growth. - Learn more ##### Objective & KPI Development https://domaineworldwide.com/services/strategy/objective-and-kpi-development/ Tailored objectives and KPIs to measure performance, guide strategy, and achieve business goals ## Setting Objectives & KPIs That Drive Growth We help Shopify brands define the right metrics to measure success and guide strategic decision-making for optimization and long-term profitability. We utilize a set of collaborative work streams aimed at uncovering actionable insights and ensuring brands have the information they need to make informed business decisions that drive ROI for their unique business objectives. - Learn more ##### Guided Ideation https://domaineworldwide.com/services/strategy/guided-ideation/ Collaborative ideation sessions led by ecommerce experts to drive innovative, strategic solutions ### Where creativity meets commerce ## Collaborative Ideation that Drives Innovation Breakthrough ideas happen when data meets creativity. Our guided ideation sessions bring cross-functional teams together to identify new ecommerce opportunities and solutions. Through structured facilitation and expertise, we turn raw concepts into actionable, high-impact initiatives. - Learn more ##### Roadmapping & Prioritization https://domaineworldwide.com/services/strategy/roadmapping-and-prioritization/ Strategic product roadmapping and prioritization, incorporating impact/effort analysis to optimize ROI and drive results ## Strategic Roadmaps that Maximize ROI We help brands move from ideas to action with clear, data-driven roadmaps. A clear, strategic roadmap ensures that site enhancements are aligned with business goals, resource availability, and potential impact. By evaluating opportunities through a custom impact/effort framework, we can identify high-priority features, quick wins, and areas best suited for testing before full implementation. - Learn more ##### SEO https://domaineworldwide.com/services/strategy/seo/ Optimizing traditional search growth through technical SEO and conversion-focused content strategy ## Why SEO Matters for Shopify SEO is critical for Shopify stores; 60–80% of sessions start with search, making organic traffic the most durable ROI channel. But Shopify's unique architecture requires specialized optimization, not generic tactics. We help you tackle challenges alongside: - Duplicate content from collections and products variants; canonicalization issues. - Thin product pages, missing rich results (Product, Review, FAQ). - Faceted navigation creating crawl bloat. - Theme & app conflicts impacting Core Web Vitals. - Migration pitfalls during theme changes or replatforming. - International stores (Shopify Markets) with incorrect hreflang/subfolder setup. - Learn more ## What you can expect for your business outcomes - Lift in non-brand impressions & clicks. - More ranking product and collection pages. - Higher conversion rate from SEO traffic. - Increased Average Order Value via content architecture. - Lower blended CAC and steadier revenue vs. paid-only growth. - Learn more ## Our Shopify SEO Services We deliver Shopify SEO that drives revenue. Our strategy aligns search intent with your store architecture, fixes Shopify’s technical SEO challenges, and scales on-page optimization through smart templates and UX improvements. We build authority with strategic content and UGC, track performance through transparent analytics, and protect traffic during migrations and redesigns. - Research & Strategy: Map high-value keywords, model search intent, and identify winnable SEO opportunities. - Technical SEO (Shopify-Specific): Fix crawl, speed, and structured data issues while optimizing Shopify architecture. - On-Page Optimization: Scale on-page SEO with smart templates, rich content, and conversion-focused UX. - Content & Merchandising SEO: Build authority through editorial, UGC, and seasonal campaigns that drive demand. - Analytics: Track performance with transparent dashboards linking SEO metrics to revenue. - Migrations & Redesigns: Protect traffic and rankings through pre- and post-launch SEO audits. - Learn more ##### Competitive Audits https://domaineworldwide.com/services/strategy/competitive-audits/ Evaluating website features and functionality relative to competitors and industry leaders to uncover opportunities that strengthen your digital strategy. ## Competitive Audits that Uncover Opportunity We evaluate your website’s features and functionality against competitors and category leaders to identify opportunities for improvement. Through detailed benchmarking of UX, site performance, and on-site merchandising, we reveal where your Shopify store can enhance the user experience and gain a competitive edge. Our audits turn insight into actionable improvements that drive growth. - Learn more #### Analytics https://domaineworldwide.com/services/strategy/analytics/ Ecommerce data and insights informed by the best minds in ecommerce. ##### Dashboard Creation https://domaineworldwide.com/services/strategy/dashboard-creation/ Designing custom analytics dashboards to visualize key metrics, track performance, and drive data-driven decisions. ## Custom Dashboards for Brands on Shopify that Turn Data into Direction We analyze the full customer journey using data from GA4, Shopify, and other key sources to provide clarity at every stage of growth. By identifying challenges, trends, and opportunities, we translate complex metrics into actionable insights. Our analytics dashboards give teams the visibility to make informed, data-driven decisions that improve performance and accelerate ecommerce success. - Learn more ##### GA4 / GTM Configuration & Maintenance https://domaineworldwide.com/services/strategy/ga4-gtm-configuration-and-maintenance/ Connecting Shopify storefronts with the most essential and powerful Google Analytics (GA) functionality. ## Optimize Your Shopify Analytics for Reliable, Actionable Insights We provide a comprehensive review of brands' analytics foundation to ensure data accuracy, reliability, and scalability. By assessing their GA4 and GTM configuration alongside Shopify’s data layer, we identify gaps, inconsistencies, and opportunities to enhance performance tracking. The result is a clean, future-proof analytics setup that empowers data-driven decisions and sustained growth. - Learn more ##### Customer Surveys https://domaineworldwide.com/services/strategy/customer-surveys/ Conducting and analyzing customer surveys to gather insights, understand preferences, and inform strategic decisions. ## Customer Surveys That Drive Data-Backed Ecommerce Strategy Customer surveys provide the qualitative context needed to understand motivations, preferences, and perceptions that data alone can’t reveal. Domaine designs and analyzes surveys that uncover actionable insights: informing strategy, creative direction, and user experience optimization. By connecting direct feedback with behavioral data, brands gain a complete understanding of their customers and how to better serve them. - Learn more ##### Customer Data Appends https://domaineworldwide.com/services/strategy/customer-data-appends/ Helping brands stay up-to-date with customer insights through richer, more complete customer demographic data. ## Enrich Customer Profiles for Smarter Ecommerce Strategy We help brands deepen their understanding of customers by enriching existing data with powerful demographic and behavioral insights. Through advanced clustering and persona mapping, we uncover patterns that connect audience segments to real purchasing behavior, enabling smarter targeting and more meaningful personalization across your Shopify ecosystem. - Learn more ### Creative https://domaineworldwide.com/services/creative/ Enhancing exceptional ecommerce brands through thoughtful design and user experience (UX) services. - [Design](https://domaineworldwide.com/services/creative/design/) - [User Experience](https://domaineworldwide.com/services/creative/user-experience/) #### Design https://domaineworldwide.com/services/creative/design/ Building best-in-class brands through beautiful and holistic visual design and content services. ##### User Interface (UI) Design https://domaineworldwide.com/services/creative/ui-design/ Crafting award-winning visual design for ecommerce, across both web and mobile. ## UI Design That Translates Vision into a Complete Digital Experience Once we establish a creative direction, Domaine’s UI Design team brings it to life through detailed page and component design. Working in structured batches across desktop and mobile, our designers ensure each interface aligns with brand priorities, usability standards, and project scope. This iterative process blends aesthetic excellence with functional precision, delivering designs that not only look exceptional but perform seamlessly across Shopify and beyond. - Learn more ##### Creative & Art Direction https://domaineworldwide.com/services/creative/creative-and-art-direction/ Collaborating with creative teams to ensure a consistent brand vision across all brand content. ## Creative Direction That Aligns Vision, Brand, and Digital Experience Creative & Art Direction at Domaine ensures every visual decision reflects a brand’s essence while supporting ecommerce performance. Through the Design Concepts process, our team explores multiple creative directions across desktop and mobile to define the aesthetic foundation of the site. This collaborative approach balances artistry with strategy, refining visuals through feedback and iteration to ensure the final direction feels elevated, cohesive, and authentic to the brand. - Learn more ##### Branding & Identity https://domaineworldwide.com/services/creative/branding-and-identity/ Define your brand's future with Domaine Worldwide. Our branding and identity services combine strategy and design to create cohesive, impactful visual systems. ## Building Cohesive, Memorable Brand Systems for Ecommerce Domaine helps brands define or refine the core elements that shape how they’re seen and remembered online. From logo to color to typography, we create cohesive identity systems that feel timeless yet optimized for the pace of digital commerce. Every identity is designed to extend seamlessly across Shopify, marketing, and content, preserving brand integrity while enhancing recognition, usability, and performance. - Learn more ##### Design Systems https://domaineworldwide.com/services/creative/design-systems/ Developing scalable, component-based design systems for use across a range of platforms. ## Scalable Design Systems That Empower Creative Freedom At Domaine, we believe in designing sections and blocks—not just pages. Every component is built for flexibility, with multiple use cases in mind to ensure a cohesive yet adaptable creative foundation. Once complete, brand merchandisers can assemble unique page layouts using a shared library of global sections, enabling rapid iteration without sacrificing brand consistency or design integrity. - Learn more ## Pattern Library We create comprehensive pattern libraries grounded in modern design principles and token-based systems that define essential elements like color, typography, spacing, and grids. This structured approach ensures visual harmony, smoother handoffs to development, and easier future updates. The Pattern Library May Include: - A brand style guide contextualized for the web, including typography, color palette, photography direction, and graphic elements - A library of reusable UI and UX components such as buttons, navigation, form fields, animations, and interaction states - Implementation guidelines and best practices outlining dos and don’ts for consistent execution across the design system - Learn more ##### Animation & Interaction https://domaineworldwide.com/services/creative/animation-and-interaction/ Designing interactive user experiences through video animations, interaction designs, and motion graphics. ##### Photography Direction https://domaineworldwide.com/services/creative/photography-direction/ Collaborating with photographers and videographers to lead creative vision and consult on best practices. ## Commerce-Ready Photography That Captures Brand Essence Domaine shapes the art direction and visual tone for product and campaign photography, ensuring every image aligns with the brand’s creative vision and ecommerce goals. From concept to execution, we guide composition, lighting, and styling to create a unified aesthetic across content and commerce. The result is a consistent visual language that strengthens brand storytelling and elevates every digital touchpoint. - Learn more ##### Copywriting Production https://domaineworldwide.com/services/creative/copywriting-production/ Helping brands tell their story through compelling, search engine optimized (SEO) copywriting. ##### 3D Production https://domaineworldwide.com/services/creative/3d-production/ Bringing another dimension to design through immersive renderings, animations, and product viewers. ## 3D Experiences That Bring Products and Brands to Life Domaine creates immersive 3D and augmented reality experiences that elevate how customers engage with products online. From custom configurators to interactive visualization tools, we merge design precision with technical innovation to deliver high-fidelity, on-brand experiences that inspire confidence and drive conversion. - Learn more ##### Package Design https://domaineworldwide.com/services/creative/package-design/ Delighting consumers through thoughtful and brand-aware product packaging design. ##### Email Design https://domaineworldwide.com/services/creative/email-design/ Carrying strong brand experiences through both transactional and marketing-focused email templates. ##### Content Strategy https://domaineworldwide.com/services/creative/content-strategy/ Bringing holistic perspective to every customer touchpoint, prioritizing nurturing and personalization. ## Unifying Brand, Content, & Commerce Domaine’s Content Strategy process brings clarity and cohesion to how brands communicate across every digital touchpoint. We conduct a deep review of content across product detail pages (PDP), homepages, collection pages, and landing pages (PLP), analyzing every content block, hierarchy, and performance metric to understand how information is grouped and consumed. Through analytics, competitive research, and creative insight, we identify content gaps and opportunities, then propose how information can be expressed through both visual and written storytelling. The result is a content framework that informs design, enhances user experience, and drives measurable business outcomes. - Learn more ##### User Interface (UI) Consultation https://domaineworldwide.com/services/creative/ui-consultation/ Ensuring smooth design hand-off and adherence to best practices through creative oversight. ## UI Consultation That Elevates Existing Designs for the Shopify Ecosystem For brands migrating to Shopify without pursuing a full redesign, Domaine offers UI Consultation to ensure their existing creative translates seamlessly to the platform. Our team provides strategic guidance on how to leverage Shopify’s native capabilities, optimize usability, and maintain design integrity through thoughtful adaptation. By bridging the gap between design and development, we help brands preserve their visual identity while aligning with Shopify’s best practices for performance, accessibility, and scalability. - Learn more #### User Experience https://domaineworldwide.com/services/creative/user-experience/ Simplifying ecommerce complexity by balancing business needs, user insights, and data-driven design. ##### User Experience (UX) Design https://domaineworldwide.com/services/creative/ux-design/ Using data-driven insights to make informed design decisions at each stage of the user journey. ### Designing with purpose and precision ## UX Design That Connects Business Goals with Real User Needs Domaine’s UX team designs seamless, intuitive ecommerce journeys that align business objectives with real user needs. Leveraging data-driven insights, user testing, information architecture, wireframes, and UX audits, the team optimizes navigation, feature prioritization, and conversion across Shopify experiences. Every design decision is grounded in insight, balancing usability, performance, and brand storytelling to create digital experiences that convert and endure. - Learn more ##### User Testing https://domaineworldwide.com/services/creative/user-testing/ Gaining insights into real users' considerations and pain points to prioritize ecommerce opportunities. ## User Testing That Uncovers Real Ecommerce Behavior User testing brings essential qualitative context to quantitative data, helping brands understand not just what users do, but why. Through carefully structured research sessions, we capture authentic feedback and behavioral patterns that reveal friction points and opportunities for improvement across Shopify storefronts. These insights ensure that every design, feature, and flow is validated through the lens of real users. - Learn more ##### Navigation & Information Architecture (IA) https://domaineworldwide.com/services/creative/navigation-and-information-architecture/ Optimizing site navigation and taxonomy based on analytics, competitors, best practices, and user validation. ## Optimizing Shopify Navigation for Seamless Product Discovery Navigation appears on every page and plays a critical role in guiding users, reducing bounce rates, and promoting cross-selling. A well-structured navigation system ensures intuitive access to categories, supports search behavior, and improves overall engagement. Domaine combines analytics, benchmarking, and user testing to design navigation systems that balance user intuition with business goals, helping customers find what they need faster while increasing conversion opportunities. - Learn more ##### Feature Alignment & Prioritization https://domaineworldwide.com/services/creative/feature-alignment-and-prioritization/ Prioritizing user interface (UI) features and functionality that will result in the biggest impact. ## Feature Alignment that Streamlines the Design Process Before entering the Design Phase, Domaine ensures complete alignment across all internal and external teams through the Feature Alignment Worksheet. This process establishes a shared understanding of what will be designed, highlights any enhancements or out-of-scope features, and ensures every stakeholder is aligned before creative work begins. The result is a clear, actionable roadmap that allows UX and Design teams to work efficiently and deliver purpose-driven solutions. - Learn more ##### Wireframes https://domaineworldwide.com/services/creative/wireframes/ Illustrating features and the priority of content-based business needs, data insights, and user research. ### Blueprints for exceptional user experiences ## Wireframing That Bridges Strategy, Design, and Shopify Functionality Wireframes bring together business objectives, user data, testing insights, and best practices, while incorporating design input and Shopify’s technical capabilities. Serving as the blueprint for functionality, content hierarchy, and user experience, they define how strategy comes to life on the page. Domaine uses wireframes to align teams, validate concepts, and ensure every layout decision supports both user needs and brand goals. - Learn more ##### User Experience (UX) Consultation & Audits https://domaineworldwide.com/services/creative/ux-consultation-and-audits/ Actionable recommendations based on data insights, user research, competitors, and best practices. ## UX Audits That Reveal Opportunities for Shopify Optimization Domaine offers in-depth UX audits that evaluate how users navigate, interact, and convert across ecommerce experiences. Each audit documents user needs, pain points, and feature insights to map complete user journeys and highlight areas for improvement. By combining qualitative research, behavioral analytics, and UX best practices, Domaine provides a clear, data-backed roadmap to enhance usability, accessibility, and conversion performance. - Learn more ### Technology https://domaineworldwide.com/services/technology/ Leveraging Shopify, its ecosystem, and custom feature development to grow ambitious and beloved brands. ## Custom Frontend Development on Shopify Our Frontend Engineering Team specializes in building fast, responsive, and visually stunning ecommerce websites that elevate online shopping experiences. By pairing the Shopify platform with the latest technologies and ecommerce best practices, we ensure that our clients' digital stores are optimized for performance, accessibility, and user engagement. - [Frontend Development](https://domaineworldwide.com/services/technology/frontend-development/) ## Complex Backend Development on Shopify Our Backend Engineering Team builds robust, scalable solutions that power seamless experiences on Shopify. From integrating complex systems to building custom apps, we ensure websites are reliable, secure, and efficient. With our expertise, we create the foundation that drives growth and supports the evolving needs of your business. - [Backend Development](https://domaineworldwide.com/services/technology/back-end-development/) ## Technology Insights - [[object Object]](https://domaineworldwide.com/insights/commerce-insights/shopify-vs-adobe/) ## Platform Migrations to Shopify Our migration process ensures a smooth transition to Shopify, regardless of which platform you are moving from. We focus on minimizing downtime and preserving data integrity, while reducing total cost of ownership (TCO) and technical debt. Together with Shopify, we help set brands up for long-term success by improving innovation and efficiency. - [Migrations to Shopify](https://domaineworldwide.com/services/technology/migrations/) ## Select Platform Migrations - [Timex](https://domaineworldwide.com/work/timex/) - [Arhaus](https://domaineworldwide.com/work/arhaus/) - [Creed](https://domaineworldwide.com/work/creed/) As Shopify innovates their platform, so do we. Our Technology Team knows the Shopify platform inside and out, and we are experts at implementing the latest Shopify products and unified commerce solutions that span all channels, including Shopify solutions for retail, internationalization, and business-to-business (B2B) commerce. - [Unified Commerce Solutions](https://domaineworldwide.com/services/technology/unified-commerce-solutions/) ## Select Unified Commerce Projects - [Industry West](https://domaineworldwide.com/work/industry-west/) - [Assouline](https://domaineworldwide.com/work/assouline/) ## We grow brands across all industries and verticals. > "From intricate integrations to design finesse, you've tackled each challenge with precision and passion. Thank you for being a dream team to work with." — Michal Russ, SVP of Technology - Glossier - Khaite - Bombas - Fenty Beauty - Industry West - Daily Harvest - Peloton - Mejuri - DW Drums - Cirkul #### Frontend Development https://domaineworldwide.com/services/technology/frontend-development/ Best-in-class website and user experience (UX) development for exceptional online shopping. ##### Shopify Theme Development https://domaineworldwide.com/services/technology/shopify-theme-development/ Custom ecommerce website theme design and development on Shopify. ##### Headless Development https://domaineworldwide.com/services/technology/headless-development/ Headless website development for brands seeking a highly flexible and customizable ecommerce solution. ##### ADA & Accessibility https://domaineworldwide.com/services/technology/ada-and-accessibility/ Improve accessibility in accordance with the website standards and requirements of the Americans with Disabilities Act (ADA). #### Backend Development https://domaineworldwide.com/services/technology/back-end-development/ Best-in-class backend ecommerce website and app development and optimization. ##### Fulfillment Integrations https://domaineworldwide.com/services/technology/fulfillment-integrations/ All-in-one technology integrations for seamless ecommerce. ##### ERP Integrations https://domaineworldwide.com/services/technology/erp-integrations/ Optimize business operations by integrating your ERP with Shopify. ##### OMS Integrations https://domaineworldwide.com/services/technology/oms-integrations/ Manage and synchronize orders for multiple stores, all from Shopify's platform. ##### PIM Integrations https://domaineworldwide.com/services/technology/pim-integrations/ Centralize product information with PIM systems integrated right into Shopify ### Centralizing product data for accuracy and scale ## Streamline Product Management Across Shopify Domaine helps brands formulate requirements, supports platform selection, and integrates Product Information Management (PIM) systems with Shopify to create a single source of truth for product data across channels. These integrations ensure that every product attribute, price, and inventory level stays accurate and up to date, reducing manual work and eliminating costly inconsistencies. Built to align with each brand’s operational workflows, our PIM integrations support both real-time and scheduled data syncs, maintaining system integrity through robust validation and error handling. - Learn more ## Key Capabilities - 1. Sync product data, inventory, pricing, and attributes from PIM to Shopify - 2. Handle complex mappings between Shopify’s data model and external schemas - 3. Support real-time syncs (API) or scheduled imports/exports (SFTP, S3, DB) - 4. Maintain data integrity through validation, error handling, and retry logic - Learn more ## Why a PIM? In a world where omnichannel commerce is table stakes, a PIM is crucial for brands aiming to manage product data efficiently and effectively. PIM systems improve the accuracy and consistency of product information considerably, empowering both customers and internal teams, and helping brands scale faster. - 1. Centralize product data in one place and distribute to a range of sales and marketing channels - 2. Enhance product experience through enriched product descriptions, images, AR, and other content - 3. Expand sales channels quickly and efficiently by optimizing content for every channel - 4. Anticipate Digital Product Passport (DPP) regulation by centralizing information - 5. Accelerate time to market for product launches - 6. Reduce workload by offering a single source of truth - 7. Increase conversion rates and minimize returns through accurate and up-to-date product information - Learn more ## Our Shopify PIM Partners At Domaine, we have implemented a range of PIM solutions for our clients and discovered a few top-tier PIM providers that offer exceptional value to Shopify brands. We partnered up with them to offer our clients tailored solutions that combine our Shopify expertise with the very best in PIM solutions. - Plytix: An affordable and Shopify-focused PIM for small to medium businesses, offering excellent product support and a user-friendly interface. - Akeneo: A highly flexible PIM for enterprise businesses, ideal for workflow management and complex data models. - Quable: A feature-rich PIM for upper mid-market merchants, with the most complete out-of-the-box Shopify app. - Learn more ##### Data Migrations https://domaineworldwide.com/services/technology/data-migrations/ Data importation, organization, and maintenance from any ecommerce platform to your new Shopify store. ##### Shopify App Development https://domaineworldwide.com/services/technology/shopify-app-development/ We build custom Shopify apps that are tailored solutions to meet your business needs through Shopify's app ecosystem and APIs ### Extending Shopify’s backend for custom workflows ## Custom Apps That Enhance Shopify’s Native Experience Domaine builds custom Shopify applications that extend the platform’s capabilities and streamline operations. From backend tools that simplify team workflows to frontend features that create personalized experiences, our apps are designed to integrate seamlessly within Shopify’s ecosystem. Using Shopify’s API and modern developer tools, including Shopify Admin Apps & UI Extensions, Proxy Applications, and Shopify Flow Automations, we craft solutions that enhance functionality, improve efficiency, and align with each brand’s unique business logic. - Learn more ## Empowering Brands Within the Shopify Admin We build Shopify Admin Apps and Admin UI Extensions that integrate directly into the Shopify Admin, creating intuitive tools for brands to manage data, workflows, and integrations. Using Shopify Polaris for a native experience, these apps enhance backend functionality, enabling brand operators to edit in bulk, visualize data, or execute custom business processes without leaving Shopify. - Learn more ## Custom Shopify Apps Enhance the customer’s journey with tailored features such as advanced wishlists, product comparisons, custom pricing logic, and single sign-ons across various platforms. Domaine's engineering team builds custom apps using various platforms including AWS and Gadget.dev: a full-stack, serverless platform for rapid development and minimal maintenance, all depending on project needs and client requirements. - 1. Custom Shopify POS app for SUPREME, managing the lottery for customers to get into the store for each product drop as well as the security and check-in process - 2. Custom Returns app for SUPREME, to enable their returns flow - 3. Custom Shopify POS inventory management system for Rothy's - 4. Custom gift registry app for De Gele Flamingo - 5. Custom single sign-on membership login for Hertha BSC - Learn more ##### Custom App Development https://domaineworldwide.com/services/technology/custom-app-development/ Bespoke mobile application development, engineered by Shopify experts. ##### Systems Architecture Evaluation https://domaineworldwide.com/services/technology/systems-architecture-evaluation/ Evaluation of non-functional and functional requirements to ensure performance, reliability, security, and scalability. ##### Tech Stack Evaluation https://domaineworldwide.com/services/technology/tech-stack-evaluation/ Industry expert assessment of technology stacks and third-party integrations. ##### Technology Consolidation https://domaineworldwide.com/services/technology/technology-consolidation/ Support consolidating ecommerce technology and third-party integrations to eliminate tech debt. #### Migrations to Shopify https://domaineworldwide.com/services/technology/migrations/ Seamless and efficient migrations to Shopify from other ecommerce platforms. ##### Salesforce Migrations https://domaineworldwide.com/services/technology/sfcc-migrations/ Proven experts in migrating ecommerce websites from Salesforce Commerce Cloud (SFCC) to Shopify. ##### Adobe Commerce Migrations https://domaineworldwide.com/services/technology/magento-migrations/ Saving costs, time, and resources with seamless Adobe Commerce (Magento) to Shopify migrations. ##### Custom Platform Migrations https://domaineworldwide.com/services/technology/custom-platform-migrations/ Tailored and efficient migrations from a custom or homegrown platform to Shopify. ##### BigCommerce Migrations https://domaineworldwide.com/services/technology/bigcommerce-migrations/ Hassle-free migrations from BigCommerce to Shopify with seasoned development experts. ##### Headless to Shopify Theme Migrations https://domaineworldwide.com/services/technology/headless-to-shopify-theme-migrations/ Seamless migrations from a headless ecommerce website to a custom Shopify theme. ##### Shopify Theme to Headless Migrations https://domaineworldwide.com/services/technology/shopify-theme-to-headless-migrations/ Headless website development for brands seeking a highly flexible and customizable ecommerce solution. ##### Other Commerce Platform Migrations https://domaineworldwide.com/services/technology/other-commerce-platform-migrations/ Expertly managing the transition from any ecommerce platform to Shopify. #### Unified Commerce Solutions https://domaineworldwide.com/services/technology/unified-commerce-solutions/ Expert implementation of Shopify POS (retail), B2B, and international sales tools. ##### Retail Point-of-Sale (POS) https://domaineworldwide.com/services/technology/retail-point-of-sale/ Seamlessly integrate Shopify POS for unified online and in-store sales, inventory, and customer data. ##### Business-to-Business (B2B) https://domaineworldwide.com/services/technology/b2b/ Unlock enterprise-grade B2B commerce on Shopify with Domaine. We build custom solutions for complex wholesale, manufacturing, and distribution needs. ## B2B is Shifting to Shopify B2B buyers expect seamless, digital-first experiences, and the brands who deliver them are leading the charge. - 109% YoY growth in B2B GMV on Shopify - 50%+ of B2B revenue is expected to come from digital channels by 2025 - 70% of buyers prefer self-service over speaking with sales - 60% of B2B companies are already integrating AI into workflows - [Learn more](https://domaineworldwide.com/#form-0d07c66f-2977-4ac6-a43d-82abbf39001d-serviceType_form) ## Built for Complex B2B Operations We bring deep B2B systems experience to Shopify builds, solving for enterprise-level complexity. That means your commerce experience is just as robust as your business model. We solve for: - Complex product structures (bundles, kits, assemblies) - Complex pricing (tiered, contract, volume breaks) - Complex buyers (approval flows, budgets, credit terms) - Complex fulfillment (LTL/FTL, multi-warehouse, routing) - Complex compliance (tax, hazardous goods, export) - Learn more ## End-to-End Services for B2B Growth Our multidisciplinary team blends strategy, UX, development, and marketing to build scalable B2B experiences that grow with your business. We specialize in: - Digital Strategy - UX + UI Design - Custom Shopify Development - Systems Integration - Performance Marketing - Ongoing Optimization - [Learn more](https://domaineworldwide.com/#form-0d07c66f-2977-4ac6-a43d-82abbf39001d-serviceType_form) ## Our Industry Expertise Across B2B Verticals - Industry West - Benchmade - Hunter Douglas - Sunpan - Olaplex - Tea Forté - Row 7 Seeds - Off Road Place - Saris - Gorjana - Polywood ## Why partner with Domaine for your B2B business? ### Industry Expertise Across B2B Verticals We’ve partnered with enterprise B2B brands across a wide range of industries to future-proof their digital channels. In Financial Services, that includes commercial banking, insurance, and advisor platforms. In Healthcare and Life Sciences, we support pharmaceutical distribution, medtech, and animal health. For Energy and Utilities, we help modernize oilfield services, petroleum logistics, and utility operations. In Manufacturing, we work with engineer-to-order models, wholesale distribution, and IoT workflows. Our Hi-Tech and Telco clients include enterprise software, hardware, and data center providers. And in Retail and Consumer Goods, we support wholesale, office supply, and food service distribution. ### Why Now? B2B buyers have gone digital, and the brands that follow are seeing major gains. Self-service B2B commerce experiences now reduce cost-to-serve by over 50%, while businesses moving to Shopify report up to a 33% reduction in total cost of ownership compared to legacy platforms. On average, companies adopting digital B2B solutions have seen a revenue increase of 10.5%. The opportunity is real, and it's growing fast. ### A Maturity Model Made for Momentum No matter where you are in your digital transformation journey, we’ll meet you there and accelerate the path forward. Whether you're migrating off legacy ERP systems, launching a dedicated B2B storefront, or scaling global operations, our approach is built to evolve with your business. ##### Internationalization https://domaineworldwide.com/services/technology/internationalization/ Expand globally with localized Shopify solutions to manage currencies, languages, and regional logistics. ### Marketing https://domaineworldwide.com/services/marketing/ Through data-driven insights & omnichannel marketing—email, SMS, on-site, loyalty, & subscriptions—we connect brands with their audiences in impactful ways. ### Domaine ## We build customer journeys that grow the world's leading brands. > "From intricate integrations to design finesse, you've tackled each challenge with precision and passion. Thank you for being a dream team to work with." — Michal Russ, SVP of Technology - Daily Harvest - Milk Makeup - Olaplex - The Row - Away - Laura Mercier - Bic - Bare Minerals - Dollar Shave Club - Buxom - Le Monde Gourmand Our Lifecycle Marketing and CRM practice is designed to identify and nurture long-term customer value. We build and continually optimize programs that combine automation, segmentation, and behavioral insights that meet customers with the right message at the right time. Our approach blends services across Strategy, Design, and Technology to activate insights across channels, ensuring every interaction feels intentional, relevant, and connected. - [Lifecycle Marketing](https://domaineworldwide.com/services/marketing/lifecycle-marketing/) Our B2C CRM practice brings together data, identity, and messaging to power personalized omnichannel experiences both on-site and off-site. We work across leading ESPs, CDPs, loyalty, and commerce tools to deliver incremental engagement and conversion through targeted Personas. Our industry-leading practice aligns customer data, behavioral signals, and AI-powered decisioning to help brands scale personalization while maintaining flexibility as their tech stack evolves. - [B2C CRM](https://domaineworldwide.com/services/marketing/b2c-crm/) ![Graph showing the lifecycle marketing flows](https://cdn.sanity.io/images/cxeknc6v/production/853cba0c83506de6c3066d314d0037300f49ce29-4500x1982.png?w=1600) ### How We Work ## Domaine Marketing Packages ### Full Service Lifecycle Marketing for Emerging Brands ### Lifecycle Marketing & B2C CRM for Enterprise Brands ### B2C CRM Projects ![A graph showing how Domaine, Klaviyo, and Shopify intersect and create various customer touchpoints](https://cdn.sanity.io/images/cxeknc6v/production/f529f29b70af65ecb1232bfa51072ae8f31407f0-1571x882.png?w=1600) ### Domaine Marketing Services ## Finally, a partner who is turning insights into action. Our vision is to provide an innovative best-in-class relationship between the site experience and retention marketing channels. By combining deep strategic thinking with hands-on execution, we help brands move from insight to activation, powering smarter personalization, stronger relationships, and sustained growth across channels. - [Learn more](https://domaineworldwide.com/#form-e4bfbb68-c2db-4841-a53e-6654dcc2f66f-13) ![Reusable content blocks designed for Milk Makeup](https://cdn.sanity.io/images/cxeknc6v/production/0b806689f59d3d8f6e405af0fcd50cd6d9014cb7-3142x1764.png?w=1600) ### One-Stop Shop ## Why Do Top Ecommerce Brands Choose Domaine? Our vision is to provide an innovative best-in-class relationship between the site experience and retention marketing channels. By combining deep strategic thinking with hands-on execution, we help brands move from insight to activation, powering smarter personalization, stronger relationships, and sustained growth across channels. - [Learn more](https://domaineworldwide.com/#form-e4bfbb68-c2db-4841-a53e-6654dcc2f66f-13) #### Lifecycle Marketing https://domaineworldwide.com/services/marketing/lifecycle-marketing/ Combining personalization, automation, and segmentation, we craft data-driven lifecycle marketing strategies that nurture customer loyalty across every stage. ##### Full Service Email & SMS Program Management https://domaineworldwide.com/services/marketing/email-and-sms-program-management/ Managing end-to-end lifecycle marketing programs. ##### ESP Migrations, Klaviyo Onboarding & Platform Setup https://domaineworldwide.com/services/marketing/esp-migrations-klaviyo-platform-setup/ Supporting migrations to Klaviyo ESP; data and list management, technical set-up, and integration support. ##### Contact Acquisition & List Growth https://domaineworldwide.com/services/marketing/contact-acquisition-and-list-growth/ Optimizing on-site sign-up forms and ongoing list growth strategies. ##### Content & Promotional Calendar Management https://domaineworldwide.com/services/marketing/content-and-promotional-calendar-management/ Developing and managing campaign calendars and alignment with global marketing strategy. ##### Behavioral Triggered Automations https://domaineworldwide.com/services/marketing/behavioral-triggered-automations/ Advanced automated flows, increasing conversions at key points of the lifecycle. ##### Lifecycle Marketing Strategy & Roadmap Planning https://domaineworldwide.com/services/marketing/lifecycle-marketing-strategy/ Expert-level strategy to drive incremental lifecycle program growth and future planning. ##### Design & Development https://domaineworldwide.com/services/marketing/design-and-development/ Award-winning user experience (UX) and design paired with top-quality campaign production. ##### Technical Support https://domaineworldwide.com/services/marketing/technical-support/ Access to Elite Klaviyo Customer Support as well as Domaine's expert Engineering Team. ##### Deliverability Monitoring https://domaineworldwide.com/services/marketing/deliverability-monitoring/ Ongoing CRM program health management, including list cleaning, IP / domain warming, and segmentation. ##### Loyalty & Subscription Strategy https://domaineworldwide.com/services/marketing/loyalty-and-subscription-strategy/ Supporting vendor selection, program set-up, and communication strategy to increase lifetime value (LTV). ##### Reporting & Analysis https://domaineworldwide.com/services/marketing/reporting-and-analysis/ Ongoing deep-dive reporting with strategic, actionable insights for CRM programs. #### B2C CRM https://domaineworldwide.com/services/marketing/b2c-crm/ Our B2C CRM offering combines strategy, segmentation, & personalization to optimize tech stacks, enhance customer journeys, & drive engagement, retention, & growth. ##### Integrated CRM Strategy https://domaineworldwide.com/services/marketing/integrated-crm-strategy/ Aligning tools and data to deliver seamless, personalized customer experiences. ##### Iterative Behavioral Targeting https://domaineworldwide.com/services/marketing/iterative-behavioral-targeting/ Refining commerce strategies by analyzing user actions to enhance engagement and conversion. ##### Personalized UX & Landing Pages https://domaineworldwide.com/services/marketing/personalized-ux-landing-pages/ Building highly targeted on-site experiences that combine strategy, user experience (UX), and lifecycle marketing services. ##### CRO Onsite Optimizations https://domaineworldwide.com/services/marketing/cro-onsite-optimizations/ Improving website performance by enhancing design, layout, and user experience to boost conversions. ##### Ecommerce Ecosystem Audit https://domaineworldwide.com/services/marketing/ecommerce-ecosystem-audit/ Evaluating marketing tech stacks, integrations, and workflows to optimize efficiency and growth. ##### Tech Stack Optimizations https://domaineworldwide.com/services/marketing/tech-stack-optimizations/ Streamlining marketing tools and integrations to enhance performance and scalability. ##### Persona Development & Targeting Strategy https://domaineworldwide.com/services/marketing/persona-development-and-targeting-strategy/ Refining audience profiles to drive focused and effective outreach. ##### Klaviyo Platform Enablement https://domaineworldwide.com/services/marketing/klaviyo-platform-enablement/ Implementation and customizations within Klaviyo to optimize email marketing and automation. ##### Klaviyo RFM + Persona Advanced Segmentation https://domaineworldwide.com/services/marketing/klaviyo-rfm-persona-advanced-segmentation/ Segmenting customers by behavior and persona group for targeted marketing, and analyzing customer behavior by recency, frequency, and monetary (RFM) metrics. ##### Roadmapping & Prioritization https://domaineworldwide.com/services/marketing/roadmapping-prioritization/ (With the Domaine Strategy Team) Ongoing initiative roadmapping to optimize program engagement and conversion rates. ##### UX Focused Acquisition Strategies https://domaineworldwide.com/services/marketing/ux-focused-acquisition-strategies/ Optimizing ecommerce design to attract and convert customers through seamless experiences. ## Work ### Pro:Direct Sport https://domaineworldwide.com/work/pro-direct-sport/ Pro:Direct Sport is a leading online sports retailer specializing in performance footwear, apparel, and equipment for football, running, rugby, cricket, and other sports. They partnered with Domaine to migrate their ecommerce ecosystem from Sitecore to Shopify, beginning with their US storefront and laying the foundation for future expansion across the UK and Europe. As one of the world's leading multi-sport retailers, Pro:Direct Sport was managing significant technical debt, rising operating costs, and increasingly complex workflows across multiple regional sites. ![Trail running collection page](https://cdn.sanity.io/images/cxeknc6v/production/da7591c0f265c93623aa29c08b14924e812b8be7-600x1068.png?w=1600) ![My bag ](https://cdn.sanity.io/images/cxeknc6v/production/3c78462e30b2f56126e85cc12b68abb35dd3a940-600x1068.png?w=1600) ![Customize your product](https://cdn.sanity.io/images/cxeknc6v/production/f8de9a2689ba7d7b1502fbf36bce84a49c9fec06-600x1068.png?w=1600) ![Screenshot homepage](https://cdn.sanity.io/images/cxeknc6v/production/2179996d427eb8c5f42300960921d72144755a94-600x1068.png?w=1600) ![Shop the Look](https://cdn.sanity.io/images/cxeknc6v/production/b307792059653ea86bb4264e3db52a981eab6cd3-600x1068.png?w=1600) ![Orange sportshoes](https://cdn.sanity.io/images/cxeknc6v/production/e9a94997c0f1961a0ea39715afdfa02c0c46a7ca-300x534.png?w=1600) ![Homepage Pro:Direct Sport](https://cdn.sanity.io/images/cxeknc6v/production/c308ea76c337cd5555779cb0f64ac4de67de9f62-2318x3612.png?w=1600) ![Two male models on a bench](https://cdn.sanity.io/images/cxeknc6v/production/6f00eed48ac0f35c88a82a1e51d34d87202da5cc-2880x1920.png?w=1600) ### Oscar de la Renta https://domaineworldwide.com/work/oscar-de-la-renta/ Oscar de la Renta's iconic brand is known for its runway looks and timeless elegance. To bring the brand to life online, the Domaine team leaned into immersive visuals and personalized client experiences, all while balancing functionality and accessibility. The result is a site as timeless and enduring as the brand. ![Screenshot my bag page](https://cdn.sanity.io/images/cxeknc6v/production/6109ac2c74361b22da1d74512b4b136e2b2bc898-600x1068.png?w=1600) ![Earrings Oscar de la Renta](https://cdn.sanity.io/images/cxeknc6v/production/5945e7d1c686714faaef76be1610ca88478f7b52-600x1068.png?w=1600) ![Gift Shop screenshot](https://cdn.sanity.io/images/cxeknc6v/production/010a95c3c43cc9966d4ca559d00e6725dc9405d2-600x1068.png?w=1600) ![Shop the runway screenshot](https://cdn.sanity.io/images/cxeknc6v/production/9246a2a502fe7a779b76edd6974e188f582267a4-600x1068.png?w=1600) ![Bestsellers screenshot](https://cdn.sanity.io/images/cxeknc6v/production/e129eeb32eb04f53c6990485bfcc728afde64f3e-300x534.png?w=1600) ![Request an appointment site screenshot](https://cdn.sanity.io/images/cxeknc6v/production/f3bc5b0d09d829899b5c92f3cecb9f89eff74b6b-600x1068.png?w=1600) ![Homepage Oscar de la Renta](https://cdn.sanity.io/images/cxeknc6v/production/b94e718ba662fba6b8b66fa26068b8e6c0f7394f-2318x3612.png?w=1600) ![Model in golden dress](https://cdn.sanity.io/images/cxeknc6v/production/f9b59f1e32423ac993a7d4f5ee8cdc5a8d9dc2db-2880x1920.png?w=1600) ### Tuckernuck https://domaineworldwide.com/work/tuckernuck/ Tuckernuck is devoted to curating quality clothing, accessories, and home goods for a classic, modern lifestyle. Domaine was given the opportunity to manage the Tuckernuck retainer while also working towards a full website re-design. Strategy worked closely with the Tuckernuck team to define the product roadmap for a truly exception boutique online store experience. ![Tuckernuck editorials](https://cdn.sanity.io/images/cxeknc6v/production/7b7838a053e6677d1a241ad735276c8489910bcc-798x1734.png?w=1600) ![Tuckernuck Cashmere Cardigan blue](https://cdn.sanity.io/images/cxeknc6v/production/c4c24532a615c7b766a972ebfeeb402464141f59-802x1734.png?w=1600) ![How Tuckernuck got started](https://cdn.sanity.io/images/cxeknc6v/production/eac4d7d6ff2934396b92f520b962618a9f349aec-798x1734.png?w=1600) ![Tuckernuck sign up for VIP rewards](https://cdn.sanity.io/images/cxeknc6v/production/bdda7ca832fd958350464369e7611b7ce5823d15-800x1732.png?w=1600) ![Tuckernuck Sport clothing](https://cdn.sanity.io/images/cxeknc6v/production/cb6424e7d00a568d0ee51b7caa598ffd28c3c28f-802x1736.png?w=1600) ![My cart ](https://cdn.sanity.io/images/cxeknc6v/production/c0eb40cdadd8719e5091e6c69484f50e6f1d2f88-802x1734.png?w=1600) ![Homepage Tuckernuck](https://cdn.sanity.io/images/cxeknc6v/production/ba0358af6666353859dbdfc21c906667a7c6e068-2318x3612.png?w=1600) ![Ballerinas from Tuckernuck](https://cdn.sanity.io/images/cxeknc6v/production/48513203fe0704a0a90f3320f025fe0d50e067a7-2880x1920.png?w=1600) ### Karl Lagerfeld https://domaineworldwide.com/work/karl-lagerfeld/ Read how Domaine migrated KARL LAGERFELD from Salesforce Commerce Cloud to Shopify in 6.5 months, supporting 35 markets and eight languages. ![mobile screenshot of Karl L site](https://cdn.sanity.io/images/cxeknc6v/production/0bbc6f8dff4699c3e6715f9567f4d8d817532cab-600x1068.png?w=1600) ![Mobile screenshot of Karl L 'self-portrait' page](https://cdn.sanity.io/images/cxeknc6v/production/2edb6523110b37b9785d04a3c1cb3054101010ea-600x1068.png?w=1600) ![Mobile screenshot of Karl L PDP page](https://cdn.sanity.io/images/cxeknc6v/production/f2e4c9d06e9c1a9fb62860b0d52283f57f7770d9-600x1068.png?w=1600) ![Mobile screenshot of Karl L home page](https://cdn.sanity.io/images/cxeknc6v/production/77c840a4159e1e4b9c264012878a1fdeec9d654e-600x1068.png?w=1600) ![Karl L screenshot of shopping bag pop out](https://cdn.sanity.io/images/cxeknc6v/production/3cc8648c7464bce21b1f54d40725d7b69816de00-600x1068.png?w=1600) ![Desktop screenshot - Karl L home page](https://cdn.sanity.io/images/cxeknc6v/production/bc1a00f11641da77b88069c4a4f289f5a692fb68-2318x3612.png?w=1600) > The benefit became especially clear in the Middle East. KARL LAGERFELD launched Saudi Arabia and the United Arab Emirates on Shopify on 28 October after the replatform, using Shopify to enable the markets, push the right product data, and test content. Launching Saudi Arabia and the UAE was much smoother than it would have been on our previous setup. We were done in a few weeks, so we were able to see immediate value during Peak. — James Pollak, Director of Ecommerce Operations, Karl Lagerfeld > Working with Domaine, we had a team that brought deep technical knowledge of Shopify alongside an understanding of the expectations that come with a global fashion brand like KARL LAGERFELD. The site had to be performant and represent the brand properly, but it also had to work for the teams running the business day to day. That balance was really important to us throughout the migration, and the partnership continues with that same strong alignment. — James Pollak, Director of Ecommerce Operations, Karl Lagerfeld ![Karl Lagerfeld portrait B&W](https://cdn.sanity.io/images/cxeknc6v/production/66f47e6edeb2589c7ac47eff1ae2997469d7b409-5760x3840.png?w=1600) > With specialist expertise in enterprise Shopify migrations and deep understanding of multi-market operations, Domaine was an incredible partner for a project of this ambition. Karl Lagerfeld is exactly the kind of brand that will come out ahead by making this move, and we're excited to be the ones powering their next chapter of growth. — Apsara Chidambaram, Head of Partnerships, EMEA at Shopify ### Global Pet Foods https://domaineworldwide.com/work/global-pet-foods/ Global Pet Foods is a Canadian pet retailer with more than 230 franchise locations, each with its own products, pricing and inventory. Before working with Domaine, every franchise operated its own website or subdomain, with no central source of truth and little consistency between locations. Global Pet Foods wanted to change that: one connected ecommerce experience, while still giving customers the flexibility to shop from their local store. ![Healthy Selfie with cat and dog](https://cdn.sanity.io/images/cxeknc6v/production/11d50f5654027662f34545870539c2101eac085e-600x1068.png?w=1600) ![Overview page Dogs Global Pet Foods](https://cdn.sanity.io/images/cxeknc6v/production/53a03472df8412cfc1fa263ef8b2934a32be9e50-600x1068.png?w=1600) ![Turkey & Sardine dog food freeze dried](https://cdn.sanity.io/images/cxeknc6v/production/995b7398f3f32a476a6e772c6f3932a5dd25ced8-600x1068.png?w=1600) ![Toys, puzzles and feeders for pets](https://cdn.sanity.io/images/cxeknc6v/production/31f3b07312709e70bb3e5636dc7add7b93341874-600x1068.png?w=1600) ![Ingredients for dog food](https://cdn.sanity.io/images/cxeknc6v/production/847b7a16fe4c79529f0604976cfde718a8a02e10-600x1068.png?w=1600) ![Global Pet Foods homepage screenshot](https://cdn.sanity.io/images/cxeknc6v/production/f4381eaedb3998a81a12c8eb0250867f98a4318b-2318x3612.png?w=1600) ![Dog food with bones](https://cdn.sanity.io/images/cxeknc6v/production/531de5521296df501edac8636f37b1be5d37ac66-2880x1920.png?w=1600) ### iS Clinical https://domaineworldwide.com/work/is-clinical/ iS Clinical is a globally recognised luxury skincare brand known for its science-led formulations and professional skincare expertise. As the brand looked to accelerate its direct-to-consumer growth, Adobe Commerce (Magento) had become increasingly expensive to maintain and difficult to evolve. iS Clinical partnered with Domaine to migrate from Magento to Shopify, combining a complete site redesign with data-driven UX strategy to create a premium digital experience that is easier to manage, simpler to scale, and ready for future innovation. ![Serums available at iS Clinical](https://cdn.sanity.io/images/cxeknc6v/production/bc3c30c4bc6bc450040e1edebe1298b4194e1e37-600x1068.png?w=1600) ![PDP iS Clinical](https://cdn.sanity.io/images/cxeknc6v/production/7a9be8edc06b3d539410c2f36b4531880ee32754-600x1068.png?w=1600) ![Hydra-Cool Serum from iS Clinical](https://cdn.sanity.io/images/cxeknc6v/production/3efaa985243d3e4b39106c942a44b65397d3d993-600x1068.png?w=1600) ![Launching a new serum iS Clinical](https://cdn.sanity.io/images/cxeknc6v/production/2eaf3ed916ddaf9140a639b9ff10346c2b1c12cf-600x1068.png?w=1600) ![Limited Edition Collection iS Clinical](https://cdn.sanity.io/images/cxeknc6v/production/4fe4848bb2e4014f653cdc2b9ad1fa85686e598a-600x1068.png?w=1600) ![iS Clinical homepage screenshot](https://cdn.sanity.io/images/cxeknc6v/production/0656a8f36cddb02923fedd76c6bd2d201436dbcb-2318x3612.png?w=1600) ![Two faces looking beautiful ](https://cdn.sanity.io/images/cxeknc6v/production/53a46042b26c72a0fcde9b388b08f7dd9928998c-2880x1920.png?w=1600) ### Gaia Herbs https://domaineworldwide.com/work/gaia-herbs/ Gaia Herbs is a leading herbal wellness brand with a strong foundation of trusted educational content. As search behavior shifted toward AI Overviews and conversational discovery, Gaia partnered with Domaine to strengthen its technical SEO, connect organic visibility more closely to commercial intent, and build a search strategy designed for both traditional and AI-powered discovery. ![Gaia Herbs data showing organic traffic](https://cdn.sanity.io/images/cxeknc6v/production/57f853be85c0b54bbc42e174da3b15a7fdddaec3-600x1068.png?w=1600) ![Gaia Herbs data showing search rankings](https://cdn.sanity.io/images/cxeknc6v/production/6747466785c6145a8c1fb6686c5ac418c5ebb2ae-600x1068.png?w=1600) ![Gaia Herbs 'our pledge' page on their website](https://cdn.sanity.io/images/cxeknc6v/production/65aca374d332afdba02ec1c9b4f6d3e600be9523-600x1068.png?w=1600) ![Gaia Herbs organic traffic by intent data](https://cdn.sanity.io/images/cxeknc6v/production/4870285aa82cc09c75c82a06a2f7806a759574cb-600x1068.png?w=1600) ![Gaia Herbs product page](https://cdn.sanity.io/images/cxeknc6v/production/e5d3984af985f274cf031ad52ab1a3782700c8a9-600x1068.png?w=1600) ![Model image of Dad with Baby + Gaia Herbs data at the top including total clicks, total impressions](https://cdn.sanity.io/images/cxeknc6v/production/4fe89f3a61f56df8bb77c49d2f196e65ec94ec54-5120x3200.png?w=1600) ![Gaia Herbs bottle product image surrounded by soil + flowers](https://cdn.sanity.io/images/cxeknc6v/production/f4689f7cf44a61277a456c51217c4220c4798fe4-5120x3200.png?w=1600) ### Hunter Douglas https://domaineworldwide.com/work/hunter-douglas/ Hunter Douglas is a global leader in custom window coverings, serving millions of homeowners through a portfolio of direct-to-consumer and retail brands. Known for their made-to-measure blinds, shades, shutters, and curtains, they combine decades of manufacturing expertise with advanced product customization to deliver tailored solutions for every home. ![Mobile screenshot measurement guide Blinds2go](https://cdn.sanity.io/images/cxeknc6v/production/d9276aec743354ce88c28b2d9afcae1996031c3f-630x1368.png?w=1600) ![Tuiss Shop the Look](https://cdn.sanity.io/images/cxeknc6v/production/68be19884b3cd162223b9edcd8e6f22dbf851c97-630x1372.png?w=1600) ![Quiz Blinds2go to get the right window covering](https://cdn.sanity.io/images/cxeknc6v/production/b81375d394aaf7bcf91861a944c2db22c0cd7827-626x1368.png?w=1600) ![PDP page Tuiss](https://cdn.sanity.io/images/cxeknc6v/production/1e45f254abd532a5b2b5c5f3f29067d2d6a936fe-632x1374.png?w=1600) ![Hunter Douglas homepage screenshot](https://cdn.sanity.io/images/cxeknc6v/production/0d0c765b708ee0b101e62d7fec18034dd6a6cacf-2318x3612.png?w=1600) ![Dinner table setting with shades from Hunter Douglas](https://cdn.sanity.io/images/cxeknc6v/production/24f94e8ed46d0a656c86752d3d43129ad1e300ba-5760x3840.png?w=1600) ### Moose Knuckles https://domaineworldwide.com/work/moose-knuckles/ Moose Knuckles, the Canadian outerwear brand known for its bold aesthetic and high-performance craftsmanship, partnered with Domaine to replatform from Adobe Commerce (Magento) to Shopify Plus. The brand sought to reduce technical debt and total cost of ownership, improve performance, and give their internal teams more control without relying heavily on developers. What began as a straightforward design translation evolved into a full-scale redesign and technical transformation. ![Moose Knuckles screenshot website Women's Air Down](https://cdn.sanity.io/images/cxeknc6v/production/8851ab97fe39b13d0cab9e7779dfbae67986dbbc-600x1068.png?w=1600) ![Moose Knuckles screenshot PDP ](https://cdn.sanity.io/images/cxeknc6v/production/d09ca5a09162d5ecf7ba00114081cf9af6ef5e33-600x1068.png?w=1600) ![Moose Knuckles screenshot website filters](https://cdn.sanity.io/images/cxeknc6v/production/5c6c019c8749e58fea643469a36f5b64fa8bf32f-600x1068.png?w=1600) ![Moose Knuckles screenshot Cloud Walker Hoodie](https://cdn.sanity.io/images/cxeknc6v/production/6277e1510b9060ecfe744d0e4af550950e8f1f0c-600x1068.png?w=1600) ![Moose Knuckles homepage screenshot](https://cdn.sanity.io/images/cxeknc6v/production/492de5d18873493e518c0b9a6bb53bb0e2c4657f-1112x1734.png?w=1600) ![Model wearing black jacket from Moose Knuckles](https://cdn.sanity.io/images/cxeknc6v/production/21a4703d9182598e7c0ff80d4971e70c145d4e10-5760x3840.png?w=1600) > We embarked on a significant journey filled with immense learning and numerous integrations built from scratch. Despite facing several Shopify limitations, our skilled team collaborated closely with our outstanding development partner, Domaine, who brought innovative solutions to life in record time. Special recognition to Domaine’s developers, QA specialists, and project managers, whose meticulous work and strategic insights were critical to our success. — Tarek, VP of IT, Moose Knuckles ### Psycho Bunny https://domaineworldwide.com/work/psycho-bunny/ Psycho Bunny is a fast-growing apparel brand known for its distinctive style and playful edge. But behind the scenes, its Shopify site was weighed down by legacy code from multiple developers, resulting in slow performance, difficult content management, and a user experience that didn’t reflect the strength of the brand. Looking for more than just a dev shop, Psycho Bunny turned to Domaine for a strategyic partner that could elevate design, streamline product discovery, and create a high-performing foundation for growth. ![Psycho Bunny PLP for sports shirts](https://cdn.sanity.io/images/cxeknc6v/production/8b04b7f5a7574062a2b4a22b870803d340b5bbb8-600x1068.png?w=1600) ![Psycho Bunny PDP ](https://cdn.sanity.io/images/cxeknc6v/production/f5b147fa9d653db517d4e3309578cb70e3f641d7-600x1068.png?w=1600) ![Psycho Bunny Collection Pages](https://cdn.sanity.io/images/cxeknc6v/production/273ddd852a10933e351104c8d1e91624cc5e86ae-600x1068.png?w=1600) ![Psycho Bunny PLP](https://cdn.sanity.io/images/cxeknc6v/production/31cad8bcfeaf0674e45802169952596200721407-600x1068.png?w=1600) ![Psycho Bunny Mens Sport PDP](https://cdn.sanity.io/images/cxeknc6v/production/617c7badfaeba03ab51e79d9434be30d78bde93e-2318x3612.png?w=1600) ![Female Model in Psycho Bunny tennis dress](https://cdn.sanity.io/images/cxeknc6v/production/329da29fdb5278c2b15c2429fd799f1a09884219-5760x3840.png?w=1600) ### Alpinestars https://domaineworldwide.com/work/alpinestars/ From wholesale-first to a high-performance DTC engine in Europe > Many Shopify agencies focus on marketing and design, but we are pretty good at marketing ourselves. What we need is developers. Domaine is technically savvy, and they have an Agile approach: that suits us perfectly. I also like their straightforward, Dutch style. — Lars Kristian Stråtveit, Head of Ecommerce, Alpinestars ![Desktop screenshot](https://cdn.sanity.io/images/cxeknc6v/production/93b30db8aa1b67910a55b8990be7c2cec13df372-2560x8491.png?w=1600) ### Little Dutch https://domaineworldwide.com/work/little-dutch/ Building a scalable foundation for a fast-growing international brand ![desktop hp](https://cdn.sanity.io/images/cxeknc6v/production/aeb28288052cf1d2f8b0315bda37c89d565fedd8-2176x1832.png?w=1600) ![desktop pdp](https://cdn.sanity.io/images/cxeknc6v/production/39fdad8565a559d73bedff94d4a180932c9d4dfd-2176x1832.png?w=1600) > Conversion is often a concern during migrations, but we didn’t see any drop in traffic from search engines. That confirmed for us that we handled it the right way. — Babette van Waes, Ecommerce Manager at Little Dutch ### Douxe https://domaineworldwide.com/work/douxe/ Turning showroom-quality experiences into scalable lifecycle marketing ![Desktop](https://cdn.sanity.io/images/cxeknc6v/production/65259ae56741c0c5832247ca02a15d380b28fa02-2560x1600.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/94ffc6dc5134cbc3a343425ef30189e5a1a7110e-2560x1600.png?w=1600) ### Rosefield https://domaineworldwide.com/work/rosefield/ Building a scalable foundation for an internationally expanding brand ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/e09beaad32d67f46c4361575c231728c8e02a79c-2176x1832.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/5eedac49714c2ece03078dbee18b4e9c4632a5fa-2176x1832.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/f64c68a71e99014490401e3b3fcdb4e9d01448d4-2176x1832.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/80769b28a3658dd630aa11ac2da5291f060e39e6-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/d717de3767066e915840de635b111415f25d398a-1600x2840.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/64792753c7fd0fabd7cd1888729e712c6050a282-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/42b22225525a6e3eeaf1dc9ed2f808cb0651a2a3-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/e753e26397bd7c0988dc4c7f5280f07405d9c4da-750x1334.png?w=1600) ### Olaplex https://domaineworldwide.com/work/olaplex/ Unified administration, and education for shoppers and pros alike ![Screenshot of Olaplex Mobile Site Home](https://cdn.sanity.io/images/cxeknc6v/production/30f783c6a4cae07464beb8a830c2bee2ed3cef8e-750x1316.jpg?w=1600) ![Screenshot of Olaplex Mobile Site Brand Ambassadors Section](https://cdn.sanity.io/images/cxeknc6v/production/afb9846af81942c2a5c07d5f73ab5393a655c9e6-750x1316.png?w=1600) ![Screenshot of Olaplex Mobile Site Guide to Hair Health Section](https://cdn.sanity.io/images/cxeknc6v/production/9136953377ffb8248dd07d45a3fa4042726378dc-750x1316.jpg?w=1600) ![Screenshot of Olaplex Mobile Site Product Listing Page](https://cdn.sanity.io/images/cxeknc6v/production/6ed05832eab9628afee500a14f0e0155b98124ae-750x1316.jpg?w=1600) ![Screenshot of Olaplex Mobile Site Cart Section](https://cdn.sanity.io/images/cxeknc6v/production/453429112f52cc8bf35ef35344892d574d2422a9-750x1316.jpg?w=1600) ![Screenshot of Olaplex Mobile Site Blog](https://cdn.sanity.io/images/cxeknc6v/production/c093dab8755e350c01cd10d4d6c13e5780095c34-750x1334.jpg?w=1600) ![Pro components](https://cdn.sanity.io/images/cxeknc6v/production/7ebc5d8cd4580a54e048dfd30915d6b47cdc2c79-2804x2546.jpg?w=1600) ![Screenshot of Olaplex Desktop Product Listing Page](https://cdn.sanity.io/images/cxeknc6v/production/762fbbd2046d36572ea826a0a0f2d98b11a368f1-2880x1612.jpg?w=1600) ![Screenshot of Olaplex Desktop Site Hair Health Section](https://cdn.sanity.io/images/cxeknc6v/production/24ee799e21207d18a07d7b2bc21ab19ec8f8277c-2880x1612.jpg?w=1600) ![Holiday hero](https://cdn.sanity.io/images/cxeknc6v/production/81e570fb54e748573b88a5dbe20521ccde78b29d-2880x1640.jpg?w=1600) > I want to send a formal THANK YOU to the larger Domaine team. Your partnership was critical in our successful website launch across all of our 7 markets (US, CA, UK, FR, IT, SP & AU). Launching a website truly takes a village and I could not have picked better partners to go on this journey with. — Alexandra Alessi, VP of Brand at Olaplex ### O’Neill https://domaineworldwide.com/work/o-neill/ Scaling global ambition with a faster, more flexible commerce foundation ![Desktop screenshot](https://cdn.sanity.io/images/cxeknc6v/production/d3c649fe0721221a7e82f8ec58297d4d634fd9fd-2560x1600.png?w=1600) ![Desktop screenshot](https://cdn.sanity.io/images/cxeknc6v/production/8541b9b21a61b588f0d9cf6eaddb7d9b7d677554-2560x2633.png?w=1600) ### Namuk https://domaineworldwide.com/work/namuk/ Simplifying ecommerce for a fast-growing sustainable outdoor brand ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/0221486e4ccb7db38c7aa7385537dc12696d0dfe-2176x1832.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/21a946b51565a0135000c04b098177514cbd75f0-2176x1832.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/489eb7d37829b07073026f4e38d8004d34d6dbe9-2176x1832.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/a1c5f01338c76ca635dcbaebc06734751483064a-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/ed6f146cbaccb18209523425a9a339e350de35f2-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/423ae085e51a6ac0ae87c880fcb78aba716c38bc-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/acf4d517dbd6f33901622c3d944de7f6a59fcda7-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/4f10801cb46a269b6632d8ea112ddedfd08d6ad4-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/7d5bcb3c70252a0162eab0b3bc373990862da199-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/cd95b61d934393a7ebba10c4819a8b619558bd97-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/e50d464d5b9ffd27cb8c2dc76ec96f2341298063-750x1334.png?w=1600) > We gained an average of 25% in overall speed and made major progress on other fronts, such as creating landing pages and integrating tools like our ERP system. There are far fewer bugs to fix than with Magento and, most importantly, our conversion rate increased by 25%. — Simon Bertschinger, Head of E-commerce at namuk ### Kabrita https://domaineworldwide.com/work/kabrita/ Building a unified foundation for international growth ![desktop pdp](https://cdn.sanity.io/images/cxeknc6v/production/ffd7efa3d136b12fa1e785d65a34f05cf31d9c5c-2560x1600.png?w=1600) ![desktop PLP](https://cdn.sanity.io/images/cxeknc6v/production/a3b30b328bafc82aea8ea80a347e17aba7644070-2560x1600.png?w=1600) ### Boska https://domaineworldwide.com/work/boska/ Building a future-ready commerce foundation for a 125-year-old family brand ![Desktop](https://cdn.sanity.io/images/cxeknc6v/production/58a0aea1569c957c5a91048398bfa668f47e1843-2560x1600.png?w=1600) ![Desktop](https://cdn.sanity.io/images/cxeknc6v/production/aee9296428a77c18372e4d780735a9a66ced0128-2560x1600.png?w=1600) ### by-bar https://domaineworldwide.com/work/by-bar/ Turning a migration into a high-performing growth engine powered by Klaviyo ![desktop screenshot](https://cdn.sanity.io/images/cxeknc6v/production/2bb924fb74c0923af10be9de951dacd719ac40ab-2560x1600.png?w=1600) ![Flows](https://cdn.sanity.io/images/cxeknc6v/production/0e343b1a1cef334c8cf2a3673a126581aea564fa-2880x569.png?w=1600) ![desktop screenshot](https://cdn.sanity.io/images/cxeknc6v/production/3b2234bf0e2979fe8a7d908b96b08b05ecc44c17-2560x1600.png?w=1600) > Most of the flows we were already using, but thanks to the new strategy and the optimisations made possible by Klaviyo, those emails started to generate considerably more revenue. The welcome series has grown a lot as well, with several emails now. We introduce people to the brand, what we stand for, what sustainability means to us: we really aim for a long-term relationship with the customer. — Esmée Kroon, Marketing Communications Coordinator, by-bar ### Versed https://domaineworldwide.com/work/versed/ A modern, flexible foundation built for growth ![Mobile Screenshot of Versed shop our Instagram Section](https://cdn.sanity.io/images/cxeknc6v/production/26529676e3ae1aa2b6d2c604d467c57a7b168ced-600x1068.png?w=1600) ![Mobile Screenshot of Versed Product Details Page](https://cdn.sanity.io/images/cxeknc6v/production/efe0bfde63f752d627c27a07f40e624bf57d8223-600x1068.png?w=1600) ![Mobile Screenshot of Versed Product Details Page](https://cdn.sanity.io/images/cxeknc6v/production/0094e73ea5d4eddc03eacbea901a524f018c5046-600x1068.png?w=1600) ![Mobile Screenshot of Versed Shopping Cart](https://cdn.sanity.io/images/cxeknc6v/production/a5ab6340dc5ba607392c364179bbc2fc4a8be477-600x1067.png?w=1600) ![Mobile Screenshot of Versed Product Details Page](https://cdn.sanity.io/images/cxeknc6v/production/c3fea6f734c3c0c123c01433fefdcd90ef26e0be-600x1068.png?w=1600) ![Desktop Screenshot of Versed Product Details Page](https://cdn.sanity.io/images/cxeknc6v/production/f5dca5e2e6f299b95f820f8f92063077b7a27f21-2760x3852.jpg?w=1600) ### Osaka https://domaineworldwide.com/work/osaka/ Simplifying international commerce for a fast-growing sports brand ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/39dbb6e762cbef4a1f145fb4a2fef0b03d7ef839-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/771e12eabdb42380563d7340abe360734c860f3c-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/2af6607288b5e43b2ae5ff26ba406819b3bf94b8-750x1334.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/f9449a2afc99cf076fa7b8a13724a42ca28212ae-2176x1832.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/91b0d0cd58a159140b0651896c12fb832bc768da-2176x1832.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/e04eafc0bb7c0b543ed535b4fac30c888734cdde-2176x1832.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/73ac362f2f045bf68320cfbf0f0e508db1de594d-2176x1832.png?w=1600) ### Hush https://domaineworldwide.com/work/hush/ A modern platform balancing technology and style ![Hush homepage](https://cdn.sanity.io/images/cxeknc6v/production/8b30de89be034a872989f08ecdd00a265f333532-2319x1316.jpg?w=1600) ![Screenshot of Hush Mobile Product Page](https://cdn.sanity.io/images/cxeknc6v/production/15644ab295c15696599d2f2d51a35969503c94a4-600x1068.jpg?w=1600) ![Screenshot of Hush Mobile Homepage](https://cdn.sanity.io/images/cxeknc6v/production/ab0e25fbd29d004670d49a46593c8d543d05e3d1-600x1068.jpg?w=1600) ![Screenshot of Hush Mobile Homepage](https://cdn.sanity.io/images/cxeknc6v/production/1b61e63ae5c559f6d62de91de5bce7a8f4d35acd-600x1068.jpg?w=1600) ![Screenshot of Hush Mobile Product Filters](https://cdn.sanity.io/images/cxeknc6v/production/1e2e6777fdad694c4cad2360358fc455b4699fa4-600x1068.jpg?w=1600) ![Screenshot of Hush Mobile Product Listing Page](https://cdn.sanity.io/images/cxeknc6v/production/87cd813c456ae671dcbe38a0c440899be1cd1deb-600x1068.jpg?w=1600) ![Screenshot of Hush Desktop Website](https://cdn.sanity.io/images/cxeknc6v/production/0591ea78b192bbf140fd11c4142f3a58e2ea7a37-2760x3852.jpg?w=1600) ### Mejuri https://domaineworldwide.com/work/mejuri/ From legacy systems to a unified global platform ![Mejuri Pages](https://cdn.sanity.io/images/cxeknc6v/production/ee9155bf12ed74f2c476e7ff9c5c9dba8556bb57-6106x6496.jpg?w=1600) ![Necklace on model](https://cdn.sanity.io/images/cxeknc6v/production/66ccb76256c907dab6ed229d4b91e6657f74e780-2560x1081.jpg?w=1600) ![Desktop and Mobile of PLP](https://cdn.sanity.io/images/cxeknc6v/production/642fbe7e8ff27333916985ab183334e8eaa9b65b-5760x3840.jpg?w=1600) ### Daily Harvest https://domaineworldwide.com/work/daily-harvest/ Domaine migrated Daily Harvest from a custom commerce platform to Shopify, enhancing system reliability & prepping the enterprise brand for continued growth. ![Daily Harvest homepage](https://cdn.sanity.io/images/cxeknc6v/production/1a8b9ba57b94c57e70392eaf1cb80eb80cc47440-780x1688.png?w=1600) ![Daily Harvest product listing page](https://cdn.sanity.io/images/cxeknc6v/production/1b9bc8673396f9d0eec016438b7133dc7678bc1a-780x1688.png?w=1600) ![Daily Harvest mini-cart](https://cdn.sanity.io/images/cxeknc6v/production/fd9a6db8caa4d788788d9a3e2ab4f87d6bbc52d5-780x1688.png?w=1600) ![Daily Harvest filter and sort](https://cdn.sanity.io/images/cxeknc6v/production/b9febdf07e8b88df0d353726cf1fbbf3bf544f46-780x1688.png?w=1600) ![Daily Harvest 'About Us' page](https://cdn.sanity.io/images/cxeknc6v/production/337999ae809c230953a6545dc521facf238f1e2c-780x1688.png?w=1600) ![Daily Harvest product detail page, 'Key ingredients' and 'How to prep' modules](https://cdn.sanity.io/images/cxeknc6v/production/64111544b3b36ece8a61037f08daca965b0f66c8-780x1688.png?w=1600) ![Daily Harvest 'How it works' module](https://cdn.sanity.io/images/cxeknc6v/production/7dc9fb2e717fe5ea006b3fc54ebdd92e6335fd01-2560x1600.png?w=1600) ![Daily Harvest Scoops products on a blue background](https://cdn.sanity.io/images/cxeknc6v/production/72db7c5f9eb84e1c5e7faa1bf331c3fd51c4c674-2880x1920.png?w=1600) ### The Sports Edit https://domaineworldwide.com/work/the-sports-edit/ A Shopify redesign for a faster, content-driven shopping experience ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/0000679c657a889a4d4b17954bb5961e4f114bd1-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/c27c03333ee2dab085db532de4afae7817c2c0f0-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/4cbd0c35d89e5653632b290c39f7552d377b1db8-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/40c9c056abdfd12c4a6e8ab07b1f8b3f895f7758-750x1334.png?w=1600) ![mobile](https://cdn.sanity.io/images/cxeknc6v/production/fc1fefde19ceaab1478eac71268973b87a9f37e9-750x1334.png?w=1600) ![the sports edit](https://cdn.sanity.io/images/cxeknc6v/production/a559427f51127209cbb8ddabbf026ffe7bbf1d00-2880x1920.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/90d37225ad123b539f365e3703bea1a00374ffb4-2176x1832.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/dec69a7eaf99c6a41481d7c2b6362a8b87b114b6-2176x1832.png?w=1600) ![desktop](https://cdn.sanity.io/images/cxeknc6v/production/ffec03b8837e3dc69207e3281d6e80b4f9230b30-2176x1832.png?w=1600) > Domaine’s frontend developers really got what we were trying to achieve. It was truly a collaborative project. Along with an improved UX we now have a much better code base now, the site is faster, conversion is up, and we’re making real progress on our Core Web Vitals. — Sara Davis, Ecommerce Manager, The Sports Edit ### Timex https://domaineworldwide.com/work/timex/ Domaine replatformed Timex from Salesforce Commece Cloud (SFCC) to Shopify, modernizing the global ecommerce presence & improving the customer experience. ![Desktop screenshot of a hero from Timex's homepage featuring a large watch](https://cdn.sanity.io/images/cxeknc6v/production/9183db9a3f8e2586cbac7ca2cb6497f1f545d4c9-2881x1896.jpg?w=1600) ![Mobile collection page on Timex's site featuring the Denham Collection](https://cdn.sanity.io/images/cxeknc6v/production/571c5b384854abe07bb1648ab431f354d2bff3f7-1129x2083.png?w=1600) ![Mobile screenshot of a product page on Timex's site](https://cdn.sanity.io/images/cxeknc6v/production/80a6981d36f8a8273430cb9474740656fd6cf6b8-1171x2083.png?w=1600) ![Mobile screenshot of Timex's site navigation](https://cdn.sanity.io/images/cxeknc6v/production/63b49bc6bf0b0a2a7531343852e030c999a74a55-1171x2083.png?w=1600) ![Mobile screenshot of Timex's Explore menu, featuring the Fan Zone](https://cdn.sanity.io/images/cxeknc6v/production/5004a12816991e0e0f0350c13f0a2d6c1e3264e4-1171x2083.png?w=1600) ![Mobile screenshot of a collection feature for the Q Timex Chronograph](https://cdn.sanity.io/images/cxeknc6v/production/3ce88f978ea431db9b67bb5e4155edc3a4143e7d-1171x2083.png?w=1600) ![Mobile screenshot from Timex's PLP showing a few products](https://cdn.sanity.io/images/cxeknc6v/production/9e0da737d27cfed114ba9049f57a045065e794d9-1171x2083.png?w=1600) ![Desktop screenshot of the product page on Timex's site](https://cdn.sanity.io/images/cxeknc6v/production/efd5e2ef309e5d8473aaf9ee5892b0bee9214aa2-1257x785.jpg?rect=4,0,1253,785&w=1600) ![Desktop screenshot of the PLP on Timex's site](https://cdn.sanity.io/images/cxeknc6v/production/9a2d318162a72278c21e3eaef2cd45d7d31dfa51-1256x785.jpg?w=1600) > A huge thank you to our partners at Domaine for a successful launch across our portfolio of brands and geographies. Couldn’t have done it without their support and expertise. — Kimberley Correia Hunt, Global Vice President of Ecommerce & Growth Marketing at Timex Group ### Ulla Johnson https://domaineworldwide.com/work/ulla-johnson/ Discover how Domaine transformed Ulla Johnson’s Shopify store with elegant animations & dense content layers, creating an immersive digital shopping experience. ![Desktop screenshot of Ulla Johnson's homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/14ee129e476a04b23a917effa68a3ebb7be7f543-2880x1596.png?w=1600) ![Mobile screenshot of Ulla Johnson's PDP image gallery](https://cdn.sanity.io/images/cxeknc6v/production/e6137aecec78780ae3c00f4fc5ff0403d2a7dfa8-600x1068.png?w=1600) ![Mobile screenshot of Ulla Johnson's 'Home Sweet Home' collection feature](https://cdn.sanity.io/images/cxeknc6v/production/a9cb25665e101cd9d6cc4a72612ee8d8b94a80da-600x1068.png?w=1600) ![Mobile screenshot of Ulla Johnson's About page](https://cdn.sanity.io/images/cxeknc6v/production/8fcb26e2e9c57d1c8e6b65bb88cb12277fec67a4-600x1068.png?w=1600) ![Mobile screenshot of Ulla Johnson's color filtering](https://cdn.sanity.io/images/cxeknc6v/production/9f70f32faeaf70243988872833d1bec6fe9b8a1b-600x1068.png?w=1600) ![Mobile screenshot of Ulla Johnson's shopping cart](https://cdn.sanity.io/images/cxeknc6v/production/326faac33225f9ca8e0aa9ad2872b27591c5739c-600x1068.png?w=1600) ![Mobile screenshot of Ulla Johnson's PLP grid](https://cdn.sanity.io/images/cxeknc6v/production/9873b867c8c68d4ebbb52ee4ea3232bc144fb9bb-750x1334.png?w=1600) ![Desktop screenshot of Ulla Johnson's about page](https://cdn.sanity.io/images/cxeknc6v/production/8d472574a0ba9c58569ca95acaede206a5da3358-2880x1596.png?w=1600) ![Desktop screenshot of Ulla Johnson's region selector](https://cdn.sanity.io/images/cxeknc6v/production/0e012fc629f07d728d7ba2dffbb7b4baa3dc449e-1440x913.png?w=1600) ### Kinderpostzegels https://domaineworldwide.com/work/kinderpostzegels/ Building a resilient digital platform for a national fundraising tradition ### Zulily https://domaineworldwide.com/work/zulily/ Crafting a modern platform rooted in nostalgia ![Office of Zulily](https://cdn.sanity.io/images/cxeknc6v/production/b10374394abb1216358576382c963e9a12ff08bc-5712x4284.jpg?w=1600) ### Laura Mercier https://domaineworldwide.com/work/laura-mercier/ Discover how Domaine helped Laura Mercier replatform to Shopify, creating an upgraded ecommerce experience with personalized design & virtual try-on features. ![Desktop screenshot of the Laura Mercier site highlighting virtual experiences](https://cdn.sanity.io/images/cxeknc6v/production/0dc79a59cde079e17cdefa24e8c1510310c16e75-2881x1667.png?w=1600) ![Mobile screenshot of the Laura Mercier PLP](https://cdn.sanity.io/images/cxeknc6v/production/a81f95df7ede35d07b01765cbd606e1a08934c11-781x1389.png?w=1600) ![Mobile screenshot of Laura Mercier's homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/a5b5fc23c7b7fece0a17b0b18e086e41be1cd29d-781x1389.png?w=1600) ![Mobile screenshot from Virtual Try-On collection of Laura Mercier site](https://cdn.sanity.io/images/cxeknc6v/production/682d21dc079dc6ff038b25e642ea7ef1549486c7-781x1389.png?w=1600) ![Mobile screenshot of Laura Mercier product details](https://cdn.sanity.io/images/cxeknc6v/production/58f7da6573cdd1b022dba03c5faa89082468255e-781x1389.png?w=1600) ![Mobile screenshot of shade selection on Laura Mercier product page](https://cdn.sanity.io/images/cxeknc6v/production/c25566fb7d58bf3b9211b9908a8de3faf4ecb8c8-781x1389.png?w=1600) ![Desktop screenshot of Laura Mercier's skin quiz](https://cdn.sanity.io/images/cxeknc6v/production/eaa89a725881edca52d36c10653b01e2f663cc9d-2881x1799.jpg?w=1600) ### Assouline https://domaineworldwide.com/work/assouline/ Domaine refined Assouline's Shopify site with visual storytelling, AR, and luxury enhancements, aligning its digital presence with its sophisticated products. ![Desktop screenshot of Assouline homepage quote section](https://cdn.sanity.io/images/cxeknc6v/production/0f0dd2ca39cefa56862801746adb8a716daa8d72-2560x1600.png?w=1600) ### DW Drums https://domaineworldwide.com/work/dw-drums/ Domaine helped DW Drums transform its non-shoppable site into a dynamic Shopify store, adapting a complex product catalog for an improved experience. ![Desktop screenshot of DW Drums PLP](https://cdn.sanity.io/images/cxeknc6v/production/b52bf8006dd5bc86d2e07aaaf15cce3890bcd278-2560x1381.png?w=1600) ![Mobile screenshot of DW Drums homepage](https://cdn.sanity.io/images/cxeknc6v/production/a3d408c6bfc2292cfa535d1867469927cbc55b7e-780x1387.png?w=1600) ![Mobile screenshot of DW Drums PLP](https://cdn.sanity.io/images/cxeknc6v/production/31f613fd43420dae34ab3879221d2c4f04dfa81f-780x1387.png?w=1600) ![Mobile screenshot of DW Drums content hub](https://cdn.sanity.io/images/cxeknc6v/production/35c8b41645163388d566c4b96118054b292db466-780x1387.png?w=1600) ![Mobile screenshot of DW Drums sessions blog](https://cdn.sanity.io/images/cxeknc6v/production/a96b09dd0762d2014cf0aa9d47639e9e3836671a-780x1387.png?w=1600) ![Mobile screenshot of DW Drums menu](https://cdn.sanity.io/images/cxeknc6v/production/120b05751c1a2e1ab402286f76f6276671854efd-780x1387.png?w=1600) ![Desktop screenshot of DW Drums PDP](https://cdn.sanity.io/images/cxeknc6v/production/faa97de4d1dd9a784bde611a7674d775aee5a717-2560x1381.png?w=1600) ![DW Drums kit](https://cdn.sanity.io/images/cxeknc6v/production/70ced75c8da7c009b5822e58f259eeb5b6645335-2880x1920.png?w=1600) ### Benchmade https://domaineworldwide.com/work/benchmade/ Domaine repositioned Benchmade as a DTC brand, using Shopify to showcase its high-performance knives with product customization and 3D renderings. ### Industry West https://domaineworldwide.com/work/industry-west/ Explore how Domaine transformed Industry West’s Shopify store with a focus on design, content management, & agility for both DTC & B2B customers. ![Industry West product listing page on desktop](https://cdn.sanity.io/images/cxeknc6v/production/4f09f3494c88339a36675b34a168320ee5beaa04-2319x1316.jpg?w=1600) ![Industry West homepage](https://cdn.sanity.io/images/cxeknc6v/production/379444a238e96f74fa9235f8c1dbea7f3bbc99c8-600x1068.jpg?w=1600) ![Industry West visual filters on the product listing page](https://cdn.sanity.io/images/cxeknc6v/production/d317f701036d2bbeddd8b6676112273d53603af2-600x1068.jpg?w=1600) ![Industry West collection feature section](https://cdn.sanity.io/images/cxeknc6v/production/3c232a9a3971581088e63d1de2981323c19d6aa1-600x1068.jpg?w=1600) ![Section that explains a featured product](https://cdn.sanity.io/images/cxeknc6v/production/c7444f27165db8197182e9298cca6a5e2f797e2c-600x1068.jpg?w=1600) ![Industry West section of trending collections](https://cdn.sanity.io/images/cxeknc6v/production/bb18eef2f594f46c90338bb73179ddec4da0ebd7-600x1068.jpg?w=1600) ![Industry West homepage, featuring shop the look, on desktop](https://cdn.sanity.io/images/cxeknc6v/production/23c614a9a3def189ed5c9136ecb878ad5223ec60-2319x3612.jpg?w=1600) ### Arhaus https://domaineworldwide.com/work/arhaus/ Domaine migrated Arhaus to Shopify, innovating the digital experience to make furniture ecommerce look effortless, keeping innovation and artistry at its core. ![Dashboard with Arhaus success metrics](https://cdn.sanity.io/images/cxeknc6v/production/1d6e38e7772e5a3db30e682941c5c88be9535fcf-5120x3200.jpg?w=1600) ![Mobile screenshot of Arhaus' homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/56f93776211faf0d021ec8ea13047f8fe37f10b0-780x1386.jpg?w=1600) ![Mobile screenshot of Arhaus' About section](https://cdn.sanity.io/images/cxeknc6v/production/22be5d8b3bd5024466b6350aaed28f5950c3ba6f-780x1386.jpg?w=1600) ![Mobile screenshot of Arhaus' A Moment in Color collection](https://cdn.sanity.io/images/cxeknc6v/production/fc3d4224b1f3501703affcb481a5b5178a5c983d-780x1386.jpg?w=1600) ![Mobile screenshot of Arhaus' PLP](https://cdn.sanity.io/images/cxeknc6v/production/bf67779219dcef65b2f0ae3f7ec016241a52e2ac-780x1386.jpg?w=1600) ![Desktop screenshot of Arhaus' PDP](https://cdn.sanity.io/images/cxeknc6v/production/0fd4c48d09b6d4d6438b7e4fe4125722cea39f12-2880x5996.png?w=1600) ### Creed https://domaineworldwide.com/work/creed/ See how Domaine migrated Creed's UK/Europe ecommerce site to Shopify, creating a unified global presence for this 200-year-old luxury fragrance brand. ![Mobile design for Creed's About page](https://cdn.sanity.io/images/cxeknc6v/production/fe9dd21070861ac9d17a204d09433d3f1ab7f9c7-558x992.png?w=1600) ![Mobile design of Creed's bottle engraving](https://cdn.sanity.io/images/cxeknc6v/production/ac9f81ab8e55f3de6c1b7a96404ecc12476cdc78-558x991.png?w=1600) ![Mobile design for Creed's sample builder](https://cdn.sanity.io/images/cxeknc6v/production/7c48dc46d93b7fe3c12ee2dd07456d32491d0768-558x990.png?w=1600) ![Mobile design for Creed's cart](https://cdn.sanity.io/images/cxeknc6v/production/85aa05a492e7388863b94d09c4a4894dce1c09d9-558x991.png?w=1600) ![Mobile design of Creed's product page](https://cdn.sanity.io/images/cxeknc6v/production/2cfecdc4aed66219f0d6ecc75176ad2f1bb114d4-556x990.jpg?w=1600) ![Mobile design for Creed's blog](https://cdn.sanity.io/images/cxeknc6v/production/6701232be7cd48669104f7ecfa476aa023bc9737-560x992.png?w=1600) ![Desktop design for Creed's homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/75086cbfdb2519d096eee4cca69f7289ea4ea06a-4327x2865.jpg?rect=13,0,4314,2865&w=1600) ![A sophisticated, personalized shopping experience Medallion and bottle engraving with live 3D rendering and custom gifts according to order value make for a high-end experience. Meanwhile, features like a kit builder, sample selection, and custom gifting add-ons add a level of personalization.](https://cdn.sanity.io/images/cxeknc6v/production/58cc8298c9a491179439e552feea45dcc1d8fc66-1257x785.png?w=1600) ### Gabriela Hearst https://domaineworldwide.com/work/gabriela-hearst/ Discover how Domaine evolved Gabriela Hearst’s ecommerce store, improving navigation, content strategy, & product pages to reflect the brand’s timeless luxury. ![Gabriela Hearst PDP](https://cdn.sanity.io/images/cxeknc6v/production/6bb4af76b30602bf3a19642e6c4c23acdff919d3-2881x1440.jpg?w=1600) ### Milk Makeup https://domaineworldwide.com/work/milk-makeup/ Domaine replatformed Milk Makeup from SFCC to Shopify, creating a sleek, high-performing ecommerce website to support its growing sales & customer relationships. ![Mobile screenshot of Milk's PDP image gallery](https://cdn.sanity.io/images/cxeknc6v/production/dabc746e8c9c59fcea91ec61436a29f3c22e37a7-708x1258.webp?w=1600) ![Mobile screenshot of Milk's social feed](https://cdn.sanity.io/images/cxeknc6v/production/160115e7dd4b5dc29e78ed58b551db134d44f09b-708x1258.webp?w=1600) ![Mobile screenshot of Milk's PDP 'What it is' section](https://cdn.sanity.io/images/cxeknc6v/production/6d02d23908530afe7ca3bd2c62ae083dc08712f0-708x1258.webp?w=1600) ![Mobile screenshot of Milk's 'Complete the Look' section](https://cdn.sanity.io/images/cxeknc6v/production/6575a727c266a254cf73bd170ecc43408477e713-708x1258.webp?w=1600) ### Fellow https://domaineworldwide.com/work/fellow/ Learn how Domaine implemented a subscription program with Recharge for Fellow & optimized their ecommerce presence on Shopify in time for Black Friday. ![Desktop screenshot from Fellow's site showing the coffee subscription feature](https://cdn.sanity.io/images/cxeknc6v/production/6653af6e7f499b691e7172293cfbd21ec46e1e7f-2881x1622.png?w=1600) ![Mobile screenshot of Fellow's site showing key features of one of their grinders](https://cdn.sanity.io/images/cxeknc6v/production/c06938113177d76ae10c5dade7d10ec640a93c89-781x1389.png?w=1600) ![Mobile screenshot of Fellow's PLP for gifting best sellers](https://cdn.sanity.io/images/cxeknc6v/production/8dac9dfabf46fafffc0eca6f255e7c0f30afb5da-781x1389.png?w=1600) ![Mobile screenshot of Fellow's grinder feature page](https://cdn.sanity.io/images/cxeknc6v/production/4e98b6d02d765bf60649d0fc610a38282940cd34-781x1389.png?w=1600) ![Mobile screenshot of Fellow's product grinder details](https://cdn.sanity.io/images/cxeknc6v/production/94fc42c2ec429f2c12180a2e876235218b7827c8-781x1389.png?w=1600) ![Mobile screenshot of Fellow's product page showing a personalization upsell](https://cdn.sanity.io/images/cxeknc6v/production/3f0b4ca007d561ac31ec5775b5d8ddf1c68b0efc-781x1389.png?w=1600) ![Mobile screenshot of Fellow's coffee subscription page](https://cdn.sanity.io/images/cxeknc6v/production/435c4099de7af2c4d62cf19508726b656572c38f-781x1389.png?w=1600) ![Desktop screenshot from Fellow's Opus grinder product page](https://cdn.sanity.io/images/cxeknc6v/production/f35129f15ece3eaaa7f50a2fe92d2d572518b9b3-2881x1799.png?w=1600) ![Desktop screenshot from Fellow's site showing grinder comparisons](https://cdn.sanity.io/images/cxeknc6v/production/00450a341ed17c8b32b8a4321600962ed5cf6a9c-2881x1799.png?w=1600) ### Floyd https://domaineworldwide.com/work/floyd/ Discover how Domaine redesigned Floyd’s Shopify store, elevating customer experience, enabling scalability, & enhancing product customization for the brand. ![Desktop screenshot of Floyd's homepage hero, showing one of their dresser](https://cdn.sanity.io/images/cxeknc6v/production/7e670a38b438fe16573762a0dc4dde2c4c837b18-2881x1524.png?w=1600) ![Mobile Screenshot of Floyd's homepage video](https://cdn.sanity.io/images/cxeknc6v/production/24407b713830dc39a7d27d1ebe9c2c18322c8149-781x1389.png?w=1600) ![Mobile screenshot of Floyd's homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/6674cf1c87819f2020055ab2cbf9cfe8364cc87a-781x1389.png?w=1600) ![Mobile screenshot of Floyd's homepage Stay Floyd section](https://cdn.sanity.io/images/cxeknc6v/production/56bfb60aaea3c7ceee62f5886ad8fedc08dcd0b3-781x1389.png?w=1600) ![Mobile screenshot of Floyd's navigation menu](https://cdn.sanity.io/images/cxeknc6v/production/3fd172d4a6e542c3fe29544d0c9da75888bf508a-781x1389.png?w=1600) ![Mobile screenshot from Floyd's 'Stay Floyd' blog](https://cdn.sanity.io/images/cxeknc6v/production/0461b248b2d2b6bff52eec0528c397eb68ba4946-781x1389.png?w=1600) ![Desktop screenshot from Floyd's homepage, showing various sections](https://cdn.sanity.io/images/cxeknc6v/production/dcd027dfe51a29335c47a10b1d05488ad73f272f-2881x1799.png?w=1600) ![Desktop screenshot from Floyd's product page, showing a two-piece sectional](https://cdn.sanity.io/images/cxeknc6v/production/8591294dd06cd895cdd00f0a70c10b1b54bd2f93-2881x1799.png?w=1600) ### Bare Minerals https://domaineworldwide.com/work/bare-minerals/ Read the Bare Minerals case study: Domaine migrated the beauty brand from SFCC to Shopify Plus, driving a 26% conversion lift and unified global architecture. ![Desktop screenshot of bareMinerals hero section](https://cdn.sanity.io/images/cxeknc6v/production/41bd615be016ccd19c93443286c330439609bde4-2560x1600.png?w=1600) ![Mobile screenshot of Discover section carousel on bareMinerals site](https://cdn.sanity.io/images/cxeknc6v/production/138f0a2c09ed6dd9db913212fc013ae223c72075-558x992.jpg?w=1600) ![Mobile screenshot of product page on the bareMinerals site](https://cdn.sanity.io/images/cxeknc6v/production/176fab1b5a66527921b62e1c722a5a85107780ed-558x990.jpg?w=1600) ![Mobile screenshot of the Recommended for You section on the bareMinerals site](https://cdn.sanity.io/images/cxeknc6v/production/2ac968214b51dec7be3b4f468b3c241590531d67-556x990.jpg?w=1600) ![Mobile screenshot of the Anit-Aging PLP on the bareMinerals site](https://cdn.sanity.io/images/cxeknc6v/production/351f383aad9a39ae68017b74cfa887c472f9a628-556x988.jpg?w=1600) ![Desktop screenshot of a recommended products section on the bareMinerals site](https://cdn.sanity.io/images/cxeknc6v/production/9f7a2bec4aa6082d33208e3f3b3935929ebe0506-1256x785.jpg?w=1600) ### Bombas https://domaineworldwide.com/work/bombas/ Domaine enhanced Bombas' Shopify site with optimized PDPs & a content strategy focused on improving conversion and cross-selling ![Mobile screenshot of Bombas' PDP image gallery](https://cdn.sanity.io/images/cxeknc6v/production/f5e60a2f0aeca07fd5038b8249ed419c5f1cdefa-354x629.jpg?w=1600) ![Mobile screenshot of Bombas' PDP upsell](https://cdn.sanity.io/images/cxeknc6v/production/609fbbfa655d69467e06251aab16e175146ddfa4-354x629.jpg?w=1600) ![Mobile screenshot of Bombas' PDP detail infographic](https://cdn.sanity.io/images/cxeknc6v/production/11e6e19e6816c81f085818e94f0e7d0f6b457c55-354x629.jpg?w=1600) ![Mobile screenshot of Bombas' PDP 'One purchased = one donated' video section](https://cdn.sanity.io/images/cxeknc6v/production/d2bab9fd0fc58e6c41bca8afabc3a3d1c7a862b1-354x629.jpg?w=1600) > Domaine is the kind of agency that ruins other agencies for you. I've never worked with a group that had a more nuanced understanding of our needs or a more dedicated approach to driving results on our behalf. Their goals were our goals. They acted like a long term partner from day one - and now I'm happy to say they are a long term partner. It's a special group. — Randy Goldberg, Co-Founder & Chief Brand Officer at Bombas ### Nobull https://domaineworldwide.com/work/nobull/ Explore how Domaine optimized NOBULL’s ecommerce website on Shopify for growth, incorporating customization, automation, & a new creative brand style guide. ![Nobull's digital style guide](https://cdn.sanity.io/images/cxeknc6v/production/e19c0d85779f6d9fd6bfdac929d2bac414287a09-2688x1772.png?w=1600) ![Nobull product detail page](https://cdn.sanity.io/images/cxeknc6v/production/699626c2c95acb9d7dd897b02ee38ad609034fe6-2642x1652.png?w=1600) ![Nobull screens desktop and mobile](https://cdn.sanity.io/images/cxeknc6v/production/f240b472bb8083e22ed15854db4e1c0d46861b2d-2500x1500.png?w=1600) ![Nobull homepage on desktop](https://cdn.sanity.io/images/cxeknc6v/production/c34385411d295995314ff88c9c071317a842e419-2846x1378.png?w=1600) ![Screens of Nobull mobile product detail page](https://cdn.sanity.io/images/cxeknc6v/production/6403bc604d843226be5f6386f9e7e68ba33ebefa-2688x1772.png?w=1600) ### Peloton https://domaineworldwide.com/work/peloton/ Domaine built Peloton Apparel’s high-performance Shopify store, handling over 250,000 sessions at launch with a seamless experience for its loyal fanbase. ![Desktop screenshot of Peloton Apparel's 'Shop our Picks' section](https://cdn.sanity.io/images/cxeknc6v/production/bde96182da86870f1f8ae2e75805ef458df5e115-3584x2240.png?w=1600) ![Mobile screenshot of Peloton Apparel's product page](https://cdn.sanity.io/images/cxeknc6v/production/ea2e36a13b85a697f448ae0ec9578084adea23c4-1080x2218.jpg?w=1600) ![Mobile screenshot of Peloton Apparel's 'Inspired by the Inspirational' collection](https://cdn.sanity.io/images/cxeknc6v/production/f4541edd84a947528888a795e3007c91f3b9fd4c-1080x2131.jpg?w=1600) ![Mobile screenshot of Peloton Apparel's PLP featuring filter and sort](https://cdn.sanity.io/images/cxeknc6v/production/515a5cfe81921e98e9dc77b1f2d650ab0ac810fb-1080x2147.jpg?w=1600) ![Mobile screenshot of Peloton Apparel's PDP](https://cdn.sanity.io/images/cxeknc6v/production/8fcd8edb4cd37b0d194ee63a0a176413289d4032-1080x2263.jpg?w=1600) ![Mobile screenshot of Peloton Apparel's 'Trending Now' section](https://cdn.sanity.io/images/cxeknc6v/production/06457de72162f6925bef2fe58a543792b7ba317d-1080x2246.jpg?w=1600) ![Mobile screenshot of Peloton Apparel's feature for Peloton Bikes](https://cdn.sanity.io/images/cxeknc6v/production/1787e398d4856fcf84fb9e3171e20966bd5ffac1-1080x2268.jpg?w=1600) ![Desktop screenshot of Peloton Apparel's homepage content sections](https://cdn.sanity.io/images/cxeknc6v/production/3d4e4fc65b29d40882824b8c01b84e2fca247e37-3584x2240.png?w=1600) ![Desktop screenshot of Peloton Apparel's PLP ](https://cdn.sanity.io/images/cxeknc6v/production/6b19ce931b4e8be42821806bdca8130730346010-3584x2240.png?w=1600) ### BCBG https://domaineworldwide.com/work/bcbg/ Domaine upgraded BCBG to Shopify 2.0 in two months, optimizing the ecommerce experience with new features, flexibility, & cost-efficiency across channels. ![Screenshot of BCBG's homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/315757a736c0acb97cecb49aadbc1582c6437258-2881x1840.png?w=1600) ![Mobile screenshot of BCBG's size chart](https://cdn.sanity.io/images/cxeknc6v/production/c81ec9f80e4a3b57214a8a9fb41d7d66104ec92f-781x1389.png?w=1600) ![Mobile screenshot of BCBG's product page](https://cdn.sanity.io/images/cxeknc6v/production/31449fe02936612406526536877f3f5cf61f05ef-781x1389.png?w=1600) ![Mobile screenshot of BCBG's 'Night Out' collection page](https://cdn.sanity.io/images/cxeknc6v/production/64be13bdb70f66deac0ec6e60853c5bf05910c95-781x1389.png?w=1600) ![Mobile screenshot of BCBG's navigation menu for Clothing & Shoes](https://cdn.sanity.io/images/cxeknc6v/production/99804747c6abbd5364ecbafe838a599165331ad0-781x1389.png?w=1600) ![Screenshot of BCBG 'Style it with' section](https://cdn.sanity.io/images/cxeknc6v/production/feec90596fda4968c07594dd50f9d4588187194f-781x1389.png?w=1600) ![Mobile screenshot of BCBG's 'For Borrowing' collection](https://cdn.sanity.io/images/cxeknc6v/production/266d69ca2c7b345391c496d55b6a82e4d1dbe9df-781x1389.png?w=1600) ![Desktop screenshots of BCBG's borrowing program section](https://cdn.sanity.io/images/cxeknc6v/production/3f2f29b8de87c512a9c7cafb58ca0e3c1fee95cb-2881x1799.png?w=1600) ### Bandier https://domaineworldwide.com/work/bandier/ See how Domaine replatformed Bandier from Magento to Shopify, optimizing the design & integrating new technology for a sleek activewear shopping experience. ![Bandier Sneaker Shop](https://cdn.sanity.io/images/cxeknc6v/production/55bf883be0303a7616cd8c4621c4c2b929c7c433-1440x1125.jpg?w=1600) ### Paravel https://domaineworldwide.com/work/paravel/ Domaine migrated Paravel’s headless ecommerce website to Shopify 2.0, simplifying admin management while creating a flexible & smooth shopping experience. ![Desktop screenshot of Paravel's homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/3608b32ec75f72120b321040bbaaa8e513f8d4c5-2881x2133.png?rect=0,33,2881,2100&w=1600) ![Mobile screenshot of editorial About section on Paravel's homepage](https://cdn.sanity.io/images/cxeknc6v/production/fbf20b1eba604b130442c2db26b80295ef62f25a-558x991.png?w=1600) ![Mobile screenshot of Paravel's product image gallery](https://cdn.sanity.io/images/cxeknc6v/production/6ea4cba299c2360b0812fe37ead5e49f1eb599a0-558x991.png?w=1600) ![Mobile screenshot of Paravel's about us page with the headline 'Join the Sustainable Travel Revolution'](https://cdn.sanity.io/images/cxeknc6v/production/3e685707c91ba518e9dac2b36ff4d1f4669f3cc1-558x990.png?w=1600) ![Mobile screenshot of Paravel's Aviator collection page](https://cdn.sanity.io/images/cxeknc6v/production/a269c67f3dd7f5c0be7e9e1efe69801712ab267b-558x991.png?w=1600) ![Mobile screenshot of Paravel's cart screen](https://cdn.sanity.io/images/cxeknc6v/production/921f3452c5e3f223094b0b5375390c6886f33364-556x990.png?w=1600) ![Mobile screenshot of Pavel's website, explaining their carbon impact](https://cdn.sanity.io/images/cxeknc6v/production/288d4dd2d9d645934ef046e0d1401d337d9f1506-556x989.png?w=1600) ![Desktop screenshot of Paravel's personalizable products](https://cdn.sanity.io/images/cxeknc6v/production/731943bfa7db225466486eab0fbf9243c018f591-2881x1799.png?w=1600) ![Desktop screenshot of Paravel's content hub, featuring Alex Honnold](https://cdn.sanity.io/images/cxeknc6v/production/0a4ee15cb3930fed53554158a5104f5ac7fa8e8e-2881x1798.png?w=1600) ### FIGS https://domaineworldwide.com/work/figs/ See how Domaine helped FIGS innovate their ecommerce strategy, supporting product campaigns, tech strategy, & marketing initiatives with a \"one team\" model. ![Mobile screenshot of FIGS' blog](https://cdn.sanity.io/images/cxeknc6v/production/81098ebaf5ae19033aa6a1626adacc4a4efc5df1-665x1258.webp?w=1600) ![Mobile screenshot of FIGS' 'Wear it With' feature](https://cdn.sanity.io/images/cxeknc6v/production/fa0354c53a9410d68f6bd996da4c1f93df432197-579x1080.webp?w=1600) ![Mobile screenshot of FIGS model switcher on PDP](https://cdn.sanity.io/images/cxeknc6v/production/b5a82aebe6ac43f5ceec113437a8b9eb6ced4d20-665x1258.webp?w=1600) ![Mobile screenshot of FIGS' shoppable social media section](https://cdn.sanity.io/images/cxeknc6v/production/a81258af8c865872904e110b99b791d30a4facb6-674x1258.webp?w=1600) ![Mobile screenshot of FIGS' blog content](https://cdn.sanity.io/images/cxeknc6v/production/358357163ccf949f9743a83ab8e21faa7551bd24-665x1258.webp?w=1600) ![Desktop screen capture of FIGS' content hub](https://cdn.sanity.io/images/cxeknc6v/production/76a586748b7f1ce0998c11bf7ea21c44bb9706ce-4606x2880.png?w=1600) ### Schleich https://domaineworldwide.com/work/schleich/ See how Domaine replatformed Schleich’s North American site from Magento to Shopify, optimizing for DTC ecommerce with AI capabilities & custom features. ![Image of Schleich website collections page](https://cdn.sanity.io/images/cxeknc6v/production/8c50b6ec423dfdff813bd684dc24641a24105d17-1742x4409.png?rect=0,0,1742,2119&w=1600) ![Desktop screenshot of boy playing with various Schleich figurines](https://cdn.sanity.io/images/cxeknc6v/production/77cc46ab79af38b8d4dd5b1995a0f537530bc86b-2881x1897.png?w=1600) ![Mobile screenshot of Schleich's homepage limited editions section](https://cdn.sanity.io/images/cxeknc6v/production/e2b59062c865a8a658a3fa02d85469e1ae3f3166-781x1389.png?w=1600) ![Mobile screenshot of Schleich's PLP](https://cdn.sanity.io/images/cxeknc6v/production/cb13178d8df3cf65790ff0d3331c4416a1f718e8-781x1389.png?w=1600) ![Mobile screenshot of the filter menu on Schleich's site](https://cdn.sanity.io/images/cxeknc6v/production/983a2c638ad5716973a9943e69b0cb58ac881e11-781x1389.png?w=1600) ![Mobile image of the Shopping Cart on Schleich's site](https://cdn.sanity.io/images/cxeknc6v/production/4f44f40a4f2f2e8673772151df1d4c5ee5886ba1-781x1389.png?w=1600) ![Mobile screenshot of Schleich's featured products and categories](https://cdn.sanity.io/images/cxeknc6v/production/10e0f75a801f8edba9f200bd3e87a6ce71fd670b-781x1389.png?w=1600) ![Mobile screenshot of Schleich's email signup section](https://cdn.sanity.io/images/cxeknc6v/production/89ca93c43bce4e6cc24f9fa163b8b64f84c0c8b1-781x1389.png?w=1600) ![Desktop screenshot of Schleich's product detail page](https://cdn.sanity.io/images/cxeknc6v/production/f817f8eafcec681d6fb84596082da4c58ede5c09-2881x1799.png?w=1600) ![Desktop screenshot of Schleich's product listing page](https://cdn.sanity.io/images/cxeknc6v/production/05c0d90f1a9e9d8063c7e515485dd7e7968c669d-2881x1799.png?w=1600) ### Frank and Oak https://domaineworldwide.com/work/frank-and-oak/ Learn how Domaine migrated Frank And Oak from Magento to Shopify, optimizing their online store with enhanced navigation, merchandising, and a loyalty program. ![Desktop screenshot of Frank and Oak homepage hero featuring the title '100% Responsible'](https://cdn.sanity.io/images/cxeknc6v/production/b0b3f983321f98f30e1e771fcafce87414fdb8d2-2881x1758.png?w=1600) ![Mobile screenshot of Frank and Oak's About page, featuring their B Certified logo](https://cdn.sanity.io/images/cxeknc6v/production/1b3b095ef999acb18cd2ff64352670238813480d-781x1389.png?w=1600) ![Mobile screenshot of Frank and Oak's navigation menu for Women's products](https://cdn.sanity.io/images/cxeknc6v/production/68694964a636c5c45de9ac2a1031af02edb9ce30-781x1389.png?w=1600) ![Mobile screenshot of Frank and Oak's product page image gallery](https://cdn.sanity.io/images/cxeknc6v/production/56342f8f720d0de240c168c71f57e7d86e67962a-781x1389.png?w=1600) ![Mobile screenshot of Frank and Oak's PLP for new products](https://cdn.sanity.io/images/cxeknc6v/production/fddc9791af6ae3cabd076324f3b033ff9e440836-781x1389.png?w=1600) ![Mobile screenshot of Frank and Oak's 'Frank Rewards' program](https://cdn.sanity.io/images/cxeknc6v/production/e8761aef9c4232c0b13d2957f2c038bc08e42e0a-781x1389.png?w=1600) ![Mobile screenshot of Frank and Oak's product purchase form](https://cdn.sanity.io/images/cxeknc6v/production/5240013d6cccc3383bc17dc39c9093531f656c1d-781x1389.png?w=1600) ![Desktop screenshot of Frank and Oak's navigation menu](https://cdn.sanity.io/images/cxeknc6v/production/6ac554f7cd89231a458e93a14c0d0992dd0585cb-2881x1799.png?w=1600) ![Desktop screenshot of Frank and Oak's product page](https://cdn.sanity.io/images/cxeknc6v/production/685addab93037e4dafe0912e893a1d69e33199f1-2881x1799.png?w=1600) ### r.e.m. beauty https://domaineworldwide.com/work/rem-beauty/ Learn how Domaine built a high-performing Shopify store for r.e.m. beauty to support a high-traffic launch, ensuring smooth checkout & product availability. ![Desktop screenshot of r.e.m.'s shoppable look section](https://cdn.sanity.io/images/cxeknc6v/production/e37533023b15ecda96d031f67819dc6a49f84fd1-2881x1798.png?w=1600) ![Mobile screenshot of r.e.m.'s product page](https://cdn.sanity.io/images/cxeknc6v/production/80add0b7cb62982f2e222d1a691a8886ea52b165-781x1389.png?w=1600) ![Mobile screenshot of r.e.m.'s collection page](https://cdn.sanity.io/images/cxeknc6v/production/9f983f411275dde46ddd6108c8e439a00c9b6fce-781x1389.png?w=1600) ![Mobile screenshot of r.e.m.'s eyes collection section](https://cdn.sanity.io/images/cxeknc6v/production/99c5b129275f7f8259e0c4a14f9d4a58b6b7baa8-781x1389.png?w=1600) ![Mobile screenshot of r.e.m.'s about page](https://cdn.sanity.io/images/cxeknc6v/production/de099c6c31868376252089bd074b1e77f244848d-781x1389.png?w=1600) ![Mobile screenshot of r.e.m.'s Ultraviolet collection page](https://cdn.sanity.io/images/cxeknc6v/production/65556699721ee5fd1052b697b32ad23a70624d8c-781x1389.png?w=1600) ![Mobile screenshot of r.e.m.'s bundle feature](https://cdn.sanity.io/images/cxeknc6v/production/a0f64a91b023183ee2b123f580a30dab7247a113-781x1389.png?w=1600) ![Desktop screenshot of r.e.m.'s product page](https://cdn.sanity.io/images/cxeknc6v/production/ef00a221565dff88f78fbf93f9a5c3a109a2312a-2881x1798.png?w=1600) ### Hawthorne https://domaineworldwide.com/work/hawthorne/ Learn how Domaine helped Hawthorne replatform its headless site to Shopify & Storyblok, simplifying content management & improving the ecommerce experience. ![Desktop screenshot of Hawthorn's homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/3f489cb7fcc80c329ce47b9cc0061cb12bb28618-2881x1604.png?w=1600) ![Mobile screenshot of Hawthorne's gifting filters](https://cdn.sanity.io/images/cxeknc6v/production/6da16a93026fbe3fbf27c553f9c56e3cf285f260-781x1389.png?w=1600) ![Mobile screenshot of an editorial video and Shop All button](https://cdn.sanity.io/images/cxeknc6v/production/5fea6741e75d77cab14f015e203df0600149d0aa-781x1389.png?w=1600) ![Mobile screenshot of a product feature on Hawthorne's site for Bergamot Hand Wash](https://cdn.sanity.io/images/cxeknc6v/production/d4c70863bf7fb4e0b03a6b3d157a7e39c882c126-781x1389.png?w=1600) ![Mobile screenshot of Hawthorne's PLP for their Face + Shave collection](https://cdn.sanity.io/images/cxeknc6v/production/2d67d1e50cf100109a8a1eea0fba4d04f39113cd-781x1389.png?w=1600) ![Mobile screenshot of Hawthorne's staff picks & GQ award](https://cdn.sanity.io/images/cxeknc6v/production/b972cbc6d0e390150adf2229806951c87e051efd-781x1389.png?w=1600) ![Mobile screenshot of Hawthorne's product page for the Shower Starter Set subscription](https://cdn.sanity.io/images/cxeknc6v/production/1f8c790acb4b076f2d3e49d30980f767d92b4b94-781x1389.png?w=1600) ![Desktop screenshot of Hawthorne's Citrus and Woody Collection bundle](https://cdn.sanity.io/images/cxeknc6v/production/740c88dd3451ee3f254e05c6596e626929a84cb9-2881x1799.png?w=1600) ![Desktop screenshot of Hawthorne's PLP for bundle products](https://cdn.sanity.io/images/cxeknc6v/production/84b3e446d9dad38aa36da61215d939c8aed2c951-2881x1799.png?w=1600) ### Keen https://domaineworldwide.com/work/keen/ Learn how Domaine migrated Keen’s site from Salesforce (SFCC) to Shopify, enabling global expansion & enhanced brand storytelling through streamlined ecommerce. ![Keen homepage screenshot](https://cdn.sanity.io/images/cxeknc6v/production/b738241ad17979a1c6a7f9efdfd1db1a1ed5428b-1600x1200.jpg?w=1600) ![Desktop screenshot of homepage](https://cdn.sanity.io/images/cxeknc6v/production/b5ddd19f229e188550d64ea572aca87595a66cee-1600x1200.jpg?w=1600) ![Screenshot of product comparison](https://cdn.sanity.io/images/cxeknc6v/production/4c6c94567bc1e0148802678d59f2e17ceb0b1c79-1600x1200.jpg?w=1600) ![Keen product listing page](https://cdn.sanity.io/images/cxeknc6v/production/453a09f8f9eb54455c4dac7094a0304a5c9f60cc-1600x1200.jpg?w=1600) ![screen shot of desktop and mobile screens](https://cdn.sanity.io/images/cxeknc6v/production/7d0face1bea7a8c954632c366c864bdeaf9b59dd-1600x1200.jpg?w=1600) ![Keen homepage](https://cdn.sanity.io/images/cxeknc6v/production/bf67f6594028a67d51d045cf8b0a1d5d80f9c34d-1600x1200.jpg?w=1600) ### GUESS Watches https://domaineworldwide.com/work/guess-watches/ Domaine migrated Guess Watches to Shopify, reducing technical debt & total cost of ownership (TCO) while enhancing design & functionality for this iconic brand. ![Desktop screenshot from Guess Watches' homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/e49ca5292562dbe71b75802cbe5f66251273807b-2881x1901.png?w=1600) ![Mobile screenshot of Guess Watches' PLP](https://cdn.sanity.io/images/cxeknc6v/production/b91253390a7b790f79b51056e0d85101a3130dfe-781x1389.png?w=1600) ![Mobile screenshot of Guess Watches' product page](https://cdn.sanity.io/images/cxeknc6v/production/14262635d6ded750eee87cb9fe50049368bd8414-781x1389.png?w=1600) ![Mobile screenshot of Guess Watches' PLP for Men's watches](https://cdn.sanity.io/images/cxeknc6v/production/36f8650356733da61897493a863df324fbfba3fd-781x1389.png?w=1600) ![Mobile screenshot of Guess Watches' site, highlighting a featured product section](https://cdn.sanity.io/images/cxeknc6v/production/dbffe7967fb4dcf55a819c825386c3e34bc78836-780x1389.png?w=1600) ![Mobile screenshot of Guess Watches' site, featuring the Denham collection](https://cdn.sanity.io/images/cxeknc6v/production/9ad5efa7333706af2fdfaed7ba1089a3d8344799-781x1389.png?w=1600) ![Mobile screenshot of Guess Watches' site, highlighting the search experience](https://cdn.sanity.io/images/cxeknc6v/production/e97576f532339fe6cf8cb06742750a2de5be507f-781x1389.png?w=1600) ![Desktop screenshot from Guess Watches' product page](https://cdn.sanity.io/images/cxeknc6v/production/deb0d63f62331d1675204d45a896925491cdeecb-1257x785.jpg?rect=2,0,1255,785&w=1600) ![Desktop screenshot from Guess Watches' PLP for Men's watches](https://cdn.sanity.io/images/cxeknc6v/production/347fcf9d4c55dbdce12d4e22e24c9506cb0c6e77-2881x1801.png?w=1600) ### Shopify Supply https://domaineworldwide.com/work/shopify-supply/ Explore how Domaine built the first-ever Hydrogen storefront for Shopify Supply with cutting-edge integrations that created a fast & flexible shopping experience. ![Desktop screenshot of Shopify Supply's ticker section](https://cdn.sanity.io/images/cxeknc6v/production/7bb34398f6710c4e39b6254bda5f7673b5bfc00a-2881x1798.png?w=1600) ![Mobile screenshot of Shopify Supply's hero section](https://cdn.sanity.io/images/cxeknc6v/production/8573559cdb906174c1e61e871b9ef4afaa0f9920-781x1389.png?w=1600) ![Mobile screenshot of Shopify Supply's 3D Cha-Ching button](https://cdn.sanity.io/images/cxeknc6v/production/2d22ffe918bf63494b41ee5c1809f547036c1e3c-781x1389.png?w=1600) ![Mobile screenshot of Shopify Supply's shopping cart](https://cdn.sanity.io/images/cxeknc6v/production/7afaeaf7c310b0be94791db5614ae1c908f83f1a-781x1389.png?w=1600) ![Mobile screenshot of Shopify Supply's ticker text](https://cdn.sanity.io/images/cxeknc6v/production/82e72cba362e9e038b7744c92cb3e90f9afbc8de-781x1389.png?w=1600) ![Mobile screenshot of Shopify Supply's social share section](https://cdn.sanity.io/images/cxeknc6v/production/eb0972765829883613100452ef375e0e06c2ce45-781x1389.png?w=1600) ![Mobile screenshot of Shopify Supply's bundle product](https://cdn.sanity.io/images/cxeknc6v/production/dedf52927899338b20d2393bc441653671f136cd-781x1389.png?w=1600) ![Desktop screenshot of Shopify Supply's hero](https://cdn.sanity.io/images/cxeknc6v/production/9c583df018ddb309ae9df73ae8c7a72cfe84ee51-2881x1804.png?w=1600) ![Desktop screenshot of Shopify Supply's hero](https://cdn.sanity.io/images/cxeknc6v/production/ea6fe15cced12c1259dcca1b07aabf5c98ccc64f-2881x1798.png?w=1600) ### Package Free https://domaineworldwide.com/work/package-free/ Domaine helped Package Free build a fast, mobile-first Shopify website that reflects their mission to reduce waste with sustainable, accessible products. ![Desktop screenshot from Package Free's homepage](https://cdn.sanity.io/images/cxeknc6v/production/640a735033b77b740431ab17226b5fcd272ab4ef-2955x2076.png?w=1600) ![Mobile screenshot of Package Free's product detail accordions](https://cdn.sanity.io/images/cxeknc6v/production/6223edc8db8d9c6a7662d0b7395123d53f6d8759-781x1389.png?w=1600) ![Mobile screenshot of Package Free's product detail hero](https://cdn.sanity.io/images/cxeknc6v/production/306e1a3382dec0c5cc9e8c4bb740faf54aa6a0b6-781x1389.png?w=1600) ![Mobile screenshot of Package Free's homepage mission statement](https://cdn.sanity.io/images/cxeknc6v/production/dd8ff22c2a41f4fe6dc6bc73492286b8983d4dec-781x1388.png?w=1600) ![Mobile screenshot of Package Free's homepage 'Our Impact' section](https://cdn.sanity.io/images/cxeknc6v/production/d6a1773127d9f9d24abba0909b5b33efe86caa21-781x1389.png?w=1600) ![Mobile screenshot of Package Free's essentials collection](https://cdn.sanity.io/images/cxeknc6v/production/0710ff5409bbe9736376e4c1c36a989c7d6e0782-781x1388.png?w=1600) ![Mobile screenshot of Package Free's PLP](https://cdn.sanity.io/images/cxeknc6v/production/2715afc4020d1bd3a420ec76fb28d52f9d07144f-781x1389.png?w=1600) ![Desktop screenshot from Package Free's homepage hero section](https://cdn.sanity.io/images/cxeknc6v/production/c49dd1023f2cd45478b8fccb37d47df74044fc95-2881x1799.png?w=1600) ![Desktop screenshot from Package Free's homepage sustainability section](https://cdn.sanity.io/images/cxeknc6v/production/94726d766f5c99669d340dbb98815756e6742fce-2881x1799.png?w=1600) ### Stoney Clover Lane https://domaineworldwide.com/work/stoney-clover-lane/ Discover how Domaine partnered with Stoney Clover Lane for a total Shopify website redesign, featuring custom product configurators & a new style guide. ![Mobile screens of the customizer](https://cdn.sanity.io/images/cxeknc6v/production/3def40500feeba0928306e85d43d35f16f2e5255-1344x886.png?w=1600) ![A collage of many desktop screenshots from Stoney Clover Lane site pages](https://cdn.sanity.io/images/cxeknc6v/production/ba7fc608e8eda4724cf3a66a828d1c5fef7bb677-2688x1511.webp?w=1600) ### Gobi https://domaineworldwide.com/work/gobi/ Domaine partnered with GOBI to create a Shopify site with intuitive navigation & storytelling, representing the brand’s values of sustainability & quality. ![Desktop design for the hero of Gobi's homepage](https://cdn.sanity.io/images/cxeknc6v/production/2195e35953504879507e478748a4fb16bab19164-979x605.jpg?rect=4,2,975,603&w=1600) ![Mobile cart design for Gobi's website](https://cdn.sanity.io/images/cxeknc6v/production/e7d00275be1abeae5961470762ddbbbcb7cce811-558x991.jpg?w=1600) ![Mobile hero design for Gobi's website](https://cdn.sanity.io/images/cxeknc6v/production/a9bdb4db7ebf17086196161a28e6b90cf395b0d2-558x991.jpg?w=1600) ![Mobile Shop by Category section on Gobi's website](https://cdn.sanity.io/images/cxeknc6v/production/1aad7f460884bc7f6ce26923bb63c9838f4d668c-558x990.jpg?w=1600) ![Mobile navigation on Gobi's website](https://cdn.sanity.io/images/cxeknc6v/production/c0e4d5285cf4df051bbda3ec931b7bf5f371bb5b-558x991.jpg?w=1600) ![Mobile product hero on Gobi's website](https://cdn.sanity.io/images/cxeknc6v/production/0d6e7190db7b945934141768e55b2949c29ee01d-556x990.jpg?w=1600) ![Mobile search on Gobi's website](https://cdn.sanity.io/images/cxeknc6v/production/64798e2ae06aadc46f404843ac7bd5a0b0660fc5-556x988.jpg?w=1600) ![Gobi website section showcasing the different types of goats they source wool from](https://cdn.sanity.io/images/cxeknc6v/production/3fdb391d719946d17bbf0d653c28263c2a822039-1256x785.jpg?w=1600) ![Desktop screenshot of Gobi's product page](https://cdn.sanity.io/images/cxeknc6v/production/8d50d71fac4f6998effa26138147d5bfc08788d9-1257x785.jpg?w=1600) ### Bio Ionic https://domaineworldwide.com/work/bioionic/ Domaine migrated Bio Ionic to Shopify, lowering costs and speeding up features with a redesigned site focused on modern branding and enhanced product discovery. ![Desktop screenshot of BioIonic's homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/9897715962fe157aec05e52ab40a845fe3f8355d-2881x1592.png?w=1600) ![Mobile screenshot of BioIonic's site, showing their different technologies](https://cdn.sanity.io/images/cxeknc6v/production/bb9abf8d0aa80dd8f14445342c9ae263ef4dc737-781x1389.png?w=1600) ![Mobile screenshot of BioIonic's homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/1b053c1af71ba609a29771a2475aa2fbcaaf8b0e-781x1389.png?w=1600) ![Mobile screenshot of the BioIonic site's shopping cart](https://cdn.sanity.io/images/cxeknc6v/production/4573f48451dc69af987df0c8005ad59d9d26912c-781x1389.png?w=1600) ![Mobile screenshot of BioIonic's site, showing a product carousel](https://cdn.sanity.io/images/cxeknc6v/production/c65089433b34cc34bf4e539c0b3afd4106be2f79-781x1389.png?w=1600) ![Mobile screenshot of BioIonic's site, showing a product detail page](https://cdn.sanity.io/images/cxeknc6v/production/13d16dba79b084a25371c6b7ddb2708790765ed7-781x1389.png?w=1600) ![Mobile screenshot of BioIonic's site, showing a press feature section](https://cdn.sanity.io/images/cxeknc6v/production/2cf7bece5fe8f6cb4477021b49969115c34e6ab8-781x1389.png?w=1600) ![Desktop screenshot of BioIonic's product page imagery](https://cdn.sanity.io/images/cxeknc6v/production/48b4acba3d58cb532a542ae278fcbb8b38518bce-2881x1798.png?w=1600) ![Desktop screenshot of BioIonic's product listing page, highlighting product info and filtering](https://cdn.sanity.io/images/cxeknc6v/production/d3b8fb2124b49dea49a114d7c4e863e997b34663-2881x1798.png?w=1600) ### Xirena https://domaineworldwide.com/work/xirena/ Explore how Domaine modernized Xírena’s Shopify site with a user-friendly interface & improved product description pages for better performance & metrics. ![Desktop screenshot of Xirena's editorial homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/3ee954ecd0893781d4cac42c929e5d44cc60ea07-2881x1819.png?w=1600) ![Mobile screenshot from Xirena's PLP](https://cdn.sanity.io/images/cxeknc6v/production/5ba1fef244b6ad58d1b4bcbb86c9e9f06d134d94-781x1389.png?w=1600) ![Mobile screenshot of Xirena's PLP hero](https://cdn.sanity.io/images/cxeknc6v/production/3b39c539782b66c3dd36e7a49b86ed32e34c19f4-781x1389.png?w=1600) ![Mobile screenshot of Xirena's Bag screen](https://cdn.sanity.io/images/cxeknc6v/production/878b5f23262320fed68fadc1e8827099c985e7f7-781x1389.png?w=1600) ![Mobile screenshot of Xirena's PDP image gallery](https://cdn.sanity.io/images/cxeknc6v/production/0d249196a3db145583122720807815352f78e68d-781x1389.png?w=1600) ![Mobile screenshot of Xirena's search experience](https://cdn.sanity.io/images/cxeknc6v/production/67a84c6ed077500d22222cfc50f7d185a29e00a7-781x1389.png?w=1600) ![Mobile screenshot of Xirena's About section](https://cdn.sanity.io/images/cxeknc6v/production/90db44af3dfc5b333ccc94fb06c9f950885ddc55-781x1389.png?w=1600) ![Desktop screenshot of Xirena's PLP](https://cdn.sanity.io/images/cxeknc6v/production/655ded32600d11a1c875a0a52fce58fa0e909b26-2881x1799.png?w=1600) ![Desktop screenshot of Xirena's product page](https://cdn.sanity.io/images/cxeknc6v/production/dfbccff4985864fcfe056d5a9bf7312519e52eb1-2881x1799.png?w=1600) ### Overtime https://domaineworldwide.com/work/overtime/ Domaine designed Overtime’s Shopify store, delivering a youthful, mobile-optimized ecommerce experience that captures the brand’s essence & builds trust. ![Mobile screenshot of Overtime's PLP with visual filters](https://cdn.sanity.io/images/cxeknc6v/production/dfa3944cf0f8e12f748c71d87a02e30d89a05c75-781x1389.png?w=1600) ![Mobile screenshot of Overtime's minimal PDP](https://cdn.sanity.io/images/cxeknc6v/production/228111ba9729de906a1c15f8cc8737f9642a1451-781x1389.png?w=1600) ![Mobile screenshot of Overtime's in-grid content blocks](https://cdn.sanity.io/images/cxeknc6v/production/eec6417f7bcffb3659e3e8d069fd0cb92ac3dfa8-781x1389.png?w=1600) ![Mobile screenshot of Overtime's shopping cart upsells](https://cdn.sanity.io/images/cxeknc6v/production/7d6d251c6a89c0b2efb7a259cadb6749cd2fe3a1-781x1389.png?w=1600) ![Mobile screenshot of Overtime's homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/60a00bc5a15ee0fb0ed3413f5798958451486ebf-781x1389.png?w=1600) ![Mobile screenshot of Overtime's waitlist CTA](https://cdn.sanity.io/images/cxeknc6v/production/e98908b8c08cbde30506c47cfd6de923f673126d-781x1389.png?w=1600) ### Shen Beauty https://domaineworldwide.com/work/shen-beauty/ Learn how Domaine developed a Shopify site for Shen Beauty, translating its in-store experience online with an elegant, high-performing ecommerce experience. ![Desktop screenshot of Shen's shop the look section](https://cdn.sanity.io/images/cxeknc6v/production/fece00b4cf44b80c67b5e7b473262b593eeeef36-2881x1804.png?w=1600) ![Mobile screenshot of Shen's spa services section](https://cdn.sanity.io/images/cxeknc6v/production/9cc9f3f015fdad5c94135b8f26834991fa2ddeb5-781x1389.png?w=1600) ![Mobile screenshot of Shen's 'About' section](https://cdn.sanity.io/images/cxeknc6v/production/090d87a2f6a1aafc6b4e56cc0626f69cb691c586-781x1389.png?w=1600) ![Mobile screenshot of Shen's microblasting service section](https://cdn.sanity.io/images/cxeknc6v/production/c95195c3772c46603bacc6f92c9130a81384021b-781x1389.png?w=1600) ![Mobile screenshot from Shen's blog, with Valentine's Day tips](https://cdn.sanity.io/images/cxeknc6v/production/6dbbca4c98ac5b15e5436f02663523ce4ddc64c9-781x1389.png?w=1600) ![Mobile screenshot of Shen's 'What's New' product carousel](https://cdn.sanity.io/images/cxeknc6v/production/74c63871dc5bf64663c62645eb442e7bef668851-781x1389.png?w=1600) ![Mobile screenshot of Shen's product page image gallery](https://cdn.sanity.io/images/cxeknc6v/production/c4e62e0c32ea9f8d2afd9433e25c553b5b4a6db5-781x1389.png?w=1600) ![Desktop screenshot of Shen's Services page](https://cdn.sanity.io/images/cxeknc6v/production/653467f50e2381f176b0e5c99c0eb272c3a9eeab-2881x1798.png?w=1600) ![Desktop screenshot of Shen's product page](https://cdn.sanity.io/images/cxeknc6v/production/73eb324e928c95cb22ca90e69e134325559e3d33-2881x1798.png?w=1600) ### Tea Forté https://domaineworldwide.com/work/tea-forte/ Domaine built custom multi-ship functionality for Tea Forté’s Shopify store, streamlining the gifting process to allow customers to shop for multiple recipients. ![Desktop screenshot of Tea Forté's shopping cart, featuring multi-ship](https://cdn.sanity.io/images/cxeknc6v/production/32dfa238baa2765648b70edbc3242aa0790918ce-2881x1508.png?w=1600) ![Mobile screenshot of Tea Forté's multi-ship feature](https://cdn.sanity.io/images/cxeknc6v/production/d3c1d1c70b88e34a7a9e9d9e76fb9b612547aacf-781x1389.png?w=1600) ![Mobile screenshot of Tea Forté's PLP showing multiple tea varieties](https://cdn.sanity.io/images/cxeknc6v/production/6e602a2d723fb94716298bf8598dfc84fd1853e5-781x1389.png?w=1600) ![Mobile screenshot of Tea Forté's 'Add Shipping Address' feature](https://cdn.sanity.io/images/cxeknc6v/production/4b1ef69d3bb50ce294caebf4dae9d85f5c2b5599-781x1389.png?w=1600) ![Mobile screenshot of Tea Forté's order summary page](https://cdn.sanity.io/images/cxeknc6v/production/296f5701371ba373f0bd78b17b2b4b6778e3c9e4-781x1389.png?w=1600) ![Mobile screenshot of Tea Forté's search feature](https://cdn.sanity.io/images/cxeknc6v/production/8488304ac3caaecf55dbdb738c5c6d7c3dbb7290-781x1389.png?w=1600) ![Mobile screenshot of Tea Forté's sort and filter features](https://cdn.sanity.io/images/cxeknc6v/production/7b68470cb115755900c4e068ad88bc901432a80b-781x1389.png?w=1600) ![Desktop screenshot of Tea Forté's PLP highlighting robust product filters](https://cdn.sanity.io/images/cxeknc6v/production/f59a7a77d151e44f8e58551ef74eea4a904e6ada-2881x1799.png?w=1600) ![Desktop screenshot of Tea Forté's 'Add Shipping Address' feature](https://cdn.sanity.io/images/cxeknc6v/production/70846a8e1d2ef353b861de4e97f67cde1557b768-2881x1799.png?w=1600) ### Saturdays NYC https://domaineworldwide.com/work/saturdays/ Domaine migrated Saturdays NYC from BigCommerce to Shopify, recreating the feel of its physical stores with faster ecommerce website speeds & enhanced UX. ![Desktop screenshot of Saturday's NYC's Spring '20 collection page](https://cdn.sanity.io/images/cxeknc6v/production/ad685eb8e71c61073700a4aae8ee80a707b62bb7-2880x1546.png?w=1600) ![Mobile screenshot of Saturdays NYC's PLP for Outerwear](https://cdn.sanity.io/images/cxeknc6v/production/dec4a17ed585c499110afca2ec56f7b7ad8c7fe6-736x1308.png?w=1600) ![Mobile screenshot of Saturdays NYC's PDP for a windbreaker](https://cdn.sanity.io/images/cxeknc6v/production/a3756b60651110c4ee15f2d4bb5d2312277e2ffc-736x1308.png?w=1600) ![Mobile screenshot of Saturdays NYC's navigation menu](https://cdn.sanity.io/images/cxeknc6v/production/2a35c3e7e90568d7ea119a954491a22961c87a93-736x1308.png?w=1600) ![Mobile screenshot of Saturdays NYC's account sign in](https://cdn.sanity.io/images/cxeknc6v/production/8e64d36e819c1cbcf18497286a7e9d95d7674d72-736x1308.png?w=1600) ![Mobile screenshot of Saturdays NYC's editorial blog](https://cdn.sanity.io/images/cxeknc6v/production/cd5ce3ab353a62fc30edae9216763fe2744bee7e-736x1308.png?w=1600) ![Mobile screenshot of Saturdays NYC's blog page](https://cdn.sanity.io/images/cxeknc6v/production/039d3b76ec2e4e06b48de3c248364da05a06299d-736x1308.png?w=1600) ![Desktop screenshot of Saturday's NYC's product page for a t-shirt](https://cdn.sanity.io/images/cxeknc6v/production/06ce550ef238265c3f261a8d583800c4914f6f42-2880x1546.png?w=1600) ### Fresh Cut Paper https://domaineworldwide.com/work/fresh-cut-paper/ Explore how Domaine optimized Fresh Cut Paper’s Shopify store with multi-ship functionality & gift personalization, boosting average order value, & conversions. ![Desktop screenshot of Fresh Cut Paper's homepage hero](https://cdn.sanity.io/images/cxeknc6v/production/b64c5a666671ac6c01072f99ae8c6b0f6e467ea2-2881x2090.png?w=1600) ![Mobile screenshot of Fresh Cut Paper's PLP for Grande Boutuets](https://cdn.sanity.io/images/cxeknc6v/production/283205530842200defc8603c96fe41ab6461559b-781x1389.png?w=1600) ![Mobile screenshot of Fresh Cut Paper's site, featuring the 'Perfect for Celebrations' collection](https://cdn.sanity.io/images/cxeknc6v/production/6bde5bb12f6e948df36a4c447e0d3e052ca0a31e-781x1389.png?w=1600) ![Mobile screenshot of Fresh Cut Paper's cart screen](https://cdn.sanity.io/images/cxeknc6v/production/5de1564d13c14cdf9490af624a46bcf80e27ab11-781x1389.png?w=1600) ![Mobile screenshot of Fresh Cut Paper's 'Personalize It' section](https://cdn.sanity.io/images/cxeknc6v/production/7ee8c71dc62d6ab0456923b31b82a0c75085a9bf-781x1389.png?w=1600) ![Mobile screenshot showing Fresh Cut Paper's 20% off threshold](https://cdn.sanity.io/images/cxeknc6v/production/db123b174afd7c56af707c52dad202deac2a2f74-781x1389.png?w=1600) ![Mobile screenshot of Fresh Cut Paper's card personalizer](https://cdn.sanity.io/images/cxeknc6v/production/cf0b2d173ab3e67fe03d35649fb6d74c1d84cf62-781x1389.png?w=1600) ![Desktop screenshot of Fresh Cut Paper's 'Buy 5 and Save 20%' section](https://cdn.sanity.io/images/cxeknc6v/production/5a68ed09e006cab6b7f178e330f773a59cf8486f-2881x1799.png?w=1600) ![Desktop screenshot of Fresh Cut Paper's card personalizer](https://cdn.sanity.io/images/cxeknc6v/production/31ef006567ab78e1d819722816c5a860edb38ca2-2881x1799.png?w=1600) ### Off Road Place https://domaineworldwide.com/work/off-road-place/ Off-Road Place worked with Domaine to expand their product catalog and transform their site into a powerful ecommerce experience for growth. ![Off Road Place Homepage](https://cdn.sanity.io/images/cxeknc6v/production/cec1a805ddec3e82ef327257c2a8c7c65a37b07f-2716x4024.jpg?w=1600) ![Off Road Navigation](https://cdn.sanity.io/images/cxeknc6v/production/01d2c4b06f6c869c803b424e58c09e6c956ecd24-3000x1500.jpg?w=1600) ![Vans on a cliff](https://cdn.sanity.io/images/cxeknc6v/production/5cd7e705cd1968377d58321e40d2e77dd2f9b324-2048x1152.jpg?w=1600) ![Website Modules](https://cdn.sanity.io/images/cxeknc6v/production/6ca1d355cb7ff384fc45efe3e36c8a112ef7fd0c-3348x3644.jpg?w=1600) ![Our Builds page](https://cdn.sanity.io/images/cxeknc6v/production/e5711f5a2f37be80c1889c2c4f1663eb8f9445aa-3000x3162.jpg?w=1600) ![PDP on desktop and mobile](https://cdn.sanity.io/images/cxeknc6v/production/10b537cf3017d5f7e612da3d8903ae6cb325fa9a-3200x2000.jpg?w=1600) ![Vans going over a hill](https://cdn.sanity.io/images/cxeknc6v/production/d37d9ff980403177eaace08a8e5b4348c8d51b02-2048x1152.jpg?w=1600) ### Cougar https://domaineworldwide.com/work/cougar/ Domaine Studio partnered with Cougar Shoes to launch a flexible, custom Shopify Plus site that's easy for customers to shop and simple for the brand to manage. ![Cougar Imagery](https://cdn.sanity.io/images/cxeknc6v/production/064678cc83475a0c8acfccaaf943fc1d0d8af718-1920x1080.jpg?w=1600) ### Daveed https://domaineworldwide.com/work/daveed/ Domaine partnered with Daveed to create a stunning Shopify site, blending high-end design with intuitive functionality to showcase the brand's heritage. ![Homepage of Daveed](https://cdn.sanity.io/images/cxeknc6v/production/baba90cce08589b65ca8e66d63878f80b2d133e1-2728x8970.jpg?w=1600) ![PDP Above the Fold](https://cdn.sanity.io/images/cxeknc6v/production/d4d0d8095bb7429e6108bc43dde2760d08e1a8d3-2550x1756.jpg?w=1600) ![Desktop Materials](https://cdn.sanity.io/images/cxeknc6v/production/70763a4443f4633cee7ae0671cf7c2f1d80da158-2550x1758.jpg?w=1600) ![Our Story Module](https://cdn.sanity.io/images/cxeknc6v/production/ac7e7303aa8f5a575de4968402107cea4c4cf0a6-2546x1750.jpg?w=1600) ![Step by Step Module](https://cdn.sanity.io/images/cxeknc6v/production/acc083f8fc8ae1d6c323b4f3a24ae5d33fa7d268-2552x1758.jpg?w=1600) ![Sustainable Section](https://cdn.sanity.io/images/cxeknc6v/production/f3df22ab8666675ea1a5e2bb4588920155d9f245-2546x1744.jpg?w=1600) ![Man with Daveed Bag](https://cdn.sanity.io/images/cxeknc6v/production/2f58996105d665984e791dc2ccf61e4c2371e563-2048x996.webp?w=1600) ![Above the Fold on Desktop PDP](https://cdn.sanity.io/images/cxeknc6v/production/a5b473a41a698058548b07fde9dfe313232210ec-2880x1920.jpg?w=1600) ![Features on Desktop PDP](https://cdn.sanity.io/images/cxeknc6v/production/63270bb8fc7412375f8cdbc9b67d5e8566d05ee2-2880x1920.jpg?w=1600) ![Wallet being Held](https://cdn.sanity.io/images/cxeknc6v/production/b0617b4c1267bded1e535a85118c8a9ef2716c95-1310x860.webp?w=1600) ![Daveed Mini-Cart](https://cdn.sanity.io/images/cxeknc6v/production/fb647379b6faec6d75d9815632567695b127f365-2896x1992.png?w=1600) ![Wallets on Chair](https://cdn.sanity.io/images/cxeknc6v/production/6143bd9c0f1c01a20d323cbfa8a068e0e73bf937-1310x860.webp?w=1600) ### Sunpan https://domaineworldwide.com/work/sunpan/ Domaine migrated SUNPAN from Adobe Commerce to Shopify, improving performance, reducing costs, & enhancing custom functionality for a smoother, more reliable site. ![Sunpan PDP Lifestyle Shot](https://cdn.sanity.io/images/cxeknc6v/production/b557bf58e733ca5882f177c1192541f9a8078130-2858x1790.png?w=1600) ![Sunpan Lifestyle Shoot](https://cdn.sanity.io/images/cxeknc6v/production/799f38731c298e65cf24bc79daacb291a58d7486-1890x1194.jpg?w=1600) ### Saris https://domaineworldwide.com/work/saris/ Domaine helped Saris elevate its wholesale presence with a strategic Shopify B2B transformation, creating an intuitive self-service online experience. ![Saris Homepage](https://cdn.sanity.io/images/cxeknc6v/production/4bb36316f91e9fd3bd68108cf9025737215d5fcb-2716x4024.jpg?w=1600) ![Desktop PDP](https://cdn.sanity.io/images/cxeknc6v/production/5c0886f75f82b931268f0770f1ad1331a5cc6bd2-2880x1920.jpg?w=1600) ![Checkout Flow](https://cdn.sanity.io/images/cxeknc6v/production/92cf8e93ec4d5784aa4463cf21f71e429d64b2c6-2880x1920.jpg?w=1600) ![Bike Rack and Men Sitting](https://cdn.sanity.io/images/cxeknc6v/production/4965a6258395af6ae0708897789cfafa01f0d975-2048x1073.jpg?w=1600) ### Gorjana https://domaineworldwide.com/work/gorjana/ Domaine redesigned Gorjana’s website, enhancing UX with streamlined checkout, automated returns, and improved customer service for a sleek, timeless feel. ![Desktop Homepage](https://cdn.sanity.io/images/cxeknc6v/production/8ed8cc1df11ce9af0239825cdec683a8eef34eba-2874x7506.jpg?w=1600) ![Gorjana Model](https://cdn.sanity.io/images/cxeknc6v/production/dadcc802df0c8151e5b63667debb2669e05c5066-4472x3000.webp?w=1600) ![Desktop PDP](https://cdn.sanity.io/images/cxeknc6v/production/6d29111826553ab0bc49e24b957028aa101a03d4-5968x3770.jpg?w=1600) ![PLP Snippet](https://cdn.sanity.io/images/cxeknc6v/production/aa68352f23270158a54e69fd0b1b146945f9ffc7-2880x4832.jpg?w=1600) ![Engraving Feature](https://cdn.sanity.io/images/cxeknc6v/production/2e958f6fa44675f45647ad2f4a936cc8bbfdc8bd-2984x1885.jpg?w=1600) ![Necklace](https://cdn.sanity.io/images/cxeknc6v/production/b81f9e60884cc3c610b952a6ec85755f653bc098-2560x1707.jpg?w=1600) ### Stanfield's https://domaineworldwide.com/work/stanfields/ Stanfield's worked with Domaine to migrate from Adobe Commerce (formerly Magento) to Shopify, boosting online sales & enhancing operational flexibility. ![Desktop screenshot of Stanfield's About page](https://cdn.sanity.io/images/cxeknc6v/production/e565ddf5b7229d8e7cb86a75d00c4772f9c50061-2640x1565.jpg?w=1600) ![Desktop and mobile screenshots of Stanfield's PDP](https://cdn.sanity.io/images/cxeknc6v/production/ed33b42345a84f43a868cecbf28fb2ef6e7d5671-2640x1565.jpg?w=1600) ### Dormie https://domaineworldwide.com/work/dormie/ Dormie partnered with Domaine to create a Shopify website that reflects its passion for design, individuality, and functionality while engaging golfers in the process. ![Dormie workshop golf club covers](https://cdn.sanity.io/images/cxeknc6v/production/36454496d233958597500f50de80791078d3c89c-2640x1565.jpg?rect=0,9,2640,1556&w=1600) ![Desktop screenshot of Dormie Worksop video player](https://cdn.sanity.io/images/cxeknc6v/production/3974b6a91b3196fa573e91a9bb61bd030048c6ef-2640x1564.jpg?w=1600) ![Mobile screenshots of various Dormie pages](https://cdn.sanity.io/images/cxeknc6v/production/99d3c2a36d65e19bbefa89388c7bc82c511c2aed-2640x1565.jpg?w=1600) ![Screenshots of Dormie PDP on desktop and mobile](https://cdn.sanity.io/images/cxeknc6v/production/57352fe443ab0c720eb5ce7b8bd8c5508cc6f887-2640x1564.jpg?w=1600) ### Soludos https://domaineworldwide.com/work/soludos/ Soludos partnered with Domaine to enhance ecommerce UX, focusing on mobile optimization, improved product details & reviews, & a streamlined checkout. ![Full Viewhomepage](https://cdn.sanity.io/images/cxeknc6v/production/9316c5fe0639dd00b6b138f87b77c1fc9b09cf1b-2716x4024.jpg?w=1600) ![Lifestyle of girl on scooter](https://cdn.sanity.io/images/cxeknc6v/production/a6cb780c9d8a84507d9bc2d93a0267d885d5bc3c-2048x1358.jpg?w=1600) ![Sunshine Signup Desktop Page](https://cdn.sanity.io/images/cxeknc6v/production/b141fc52f37c2faa7afcf03da933d7a96c8e203c-2880x5772.jpg?w=1600) ![Lifestyle Girl Against Wall](https://cdn.sanity.io/images/cxeknc6v/production/1d3e8c6e5ab2de379a8bcf251390fda87ef86889-2048x1365.jpg?w=1600) ![Dropdown Menu Desktop](https://cdn.sanity.io/images/cxeknc6v/production/723f5389087c92aac4daf7eea899a636ac4d4d35-2880x1920.jpg?w=1600) ### Senreve https://domaineworldwide.com/work/senreve/ Senreve partnered with Domaine to refresh, develop, & launch a new Shopify site, improving speed, UX, & adding custom features for marketing campaigns. ![Homepage](https://cdn.sanity.io/images/cxeknc6v/production/80a68c1f8b479da53b7bab92b3f14ae17d9f092c-2880x1920.jpg?w=1600) ![Senreve Mega Menu](https://cdn.sanity.io/images/cxeknc6v/production/68abeae1f24a391af664490737a7e576a45a6f3b-2416x1510.jpg?w=1600) ![Senreve Red Bag](https://cdn.sanity.io/images/cxeknc6v/production/412821ab764427a52a0e9bf9f48755921ef57e58-5768x3296.jpg?w=1600) ![Collections Page](https://cdn.sanity.io/images/cxeknc6v/production/6887e92678c32477be035480571797306e0e94de-1440x3420.jpg?w=1600) ![Yellow Bag on Beach](https://cdn.sanity.io/images/cxeknc6v/production/682ae9365336147a62acd23e1253de1499027f64-2048x1365.jpg?w=1600) ### FaireChild https://domaineworldwide.com/work/fairechild/ Our Domaine team built a stunning, photo-driven Shopify website to launch Fairechild's online business, perfectly capturing the brand's core values. ![Desktop screenshots of Faire Child's PLP and PDP](https://cdn.sanity.io/images/cxeknc6v/production/475654537455ce9cf3a24d2942e2c228995e6fb1-2640x1564.jpg?w=1600) ![Replace this image](https://cdn.sanity.io/images/cxeknc6v/production/7114b8c1bedd4384ee9dfe5724fa1bffc8fa0892-2640x1564.jpg?w=1600) > The team at Domaine went above and beyond in answering each and every question that arose throughout the process of launching and were available to recommend apps and offer customizations to ensure our website was the perfect fit for us. — Faire Child team ### GrandPré https://domaineworldwide.com/work/grand-pre/ We built an online wine shop for Grand Pré on Shopify, which expanded to sell event tickets and food products. In 2018, we migrated their entire operation to Shopify ![People enjoying Wine](https://cdn.sanity.io/images/cxeknc6v/production/743cde5408438d8cc8bc478b1dad5fc620871836-1920x1080.jpg?w=1600) ![Grande Pre Homepage](https://cdn.sanity.io/images/cxeknc6v/production/3e682d69ecc1e51ffa61280546140d9be669afd4-3032x1994.png?w=1600) ![Vineyard from the air](https://cdn.sanity.io/images/cxeknc6v/production/4fd1ae4bdb5b9b3b8271335daf6ca70b64f840e6-1920x1080.jpg?w=1600) ![Our Story Page](https://cdn.sanity.io/images/cxeknc6v/production/280facb62b3b46c7890bfb4bf1dc762650e2acd4-2880x1920.jpg?w=1600) ![Domaine PDP on desktop](https://cdn.sanity.io/images/cxeknc6v/production/709d252986abb1a5c5f3cd692cbaca399db86a8e-2880x1920.jpg?w=1600) ![Events Page](https://cdn.sanity.io/images/cxeknc6v/production/85c252900dc02b139d835133cc2011c8f1cbf340-3053x3077.jpg?w=1600) ![Domaine Restaurant](https://cdn.sanity.io/images/cxeknc6v/production/e09ec2bf156cdcc3484c74ab8aa09ef55ef889ec-2048x1365.jpg?w=1600) > Having an online store was new to our business and I did not know how much work it would be. With Domaine on our side, it was so easy. — Domaine de Grand Pré team ### InsideOut https://domaineworldwide.com/work/insideout/ InsideOut Patio partnered with Domaine to create a custom Shopify site, improving product displays, inventory integrations, & functionality for customers. ![PDP on desktop and Mobile](https://cdn.sanity.io/images/cxeknc6v/production/6cb0d71d3db0eec5dcb0bf3701ce880f2c69cedd-2880x1920.jpg?w=1600) ![Insideout Homepage](https://cdn.sanity.io/images/cxeknc6v/production/9b98e99a2f8fb1a1268e6e48404c15489a48560c-2880x1920.jpg?w=1600) ![PLPs across desktop](https://cdn.sanity.io/images/cxeknc6v/production/f05617a5ec6456aa5a41a3ced07287f0772ab101-3053x3077.jpg?w=1600) ![Patio with tables](https://cdn.sanity.io/images/cxeknc6v/production/97b96cdd00a211b49af2ce5fa96f9587a5b56354-3204x1726.png?w=1600) ![Upsells on desktop and mobile](https://cdn.sanity.io/images/cxeknc6v/production/1eb69a9c614f3d11029a6f4862f0e1a870b4442a-2880x1920.jpg?w=1600) ![Patio with chairs](https://cdn.sanity.io/images/cxeknc6v/production/d747214d69dc0481e6f688e2df78674f30ff0fd9-3192x1784.png?w=1600) ## Insights ### Shopify NYC Hack Day: Designing the Future of Agentic Commerce https://domaineworldwide.com/insights/ai-insights/shopify-hack-day-designing-the-future-of-agentic-commerce/ Domaine explores the future of agentic commerce with Shopify, from adaptive AI experiences and contextual personalization to a new era of brand differentiation. We all know that AI is powering individual nodes within the customer experience. What felt materially different about this hack day was our ability to prove that commerce can shift away from a world of navigation menus, pages and sections, toward one shaped by interaction, adaptability, and behavior. For much of the last decade, ecommerce innovation has centered on optimization. Brands and agencies refined conversion funnels, standardized UX patterns, improved merchandising logic, accelerated checkout flows, and built increasingly sophisticated systems for performance marketing and personalization. These advances created enormous operational maturity across digital commerce, but they also produced a high degree of uniformity. Many digital experiences became highly efficient while simultaneously becoming harder to distinguish from one another, and we unwittingly created a highly commoditized commerce experience. AI introduces the possibility of brand differentiation returning to the experience layer. ## Brands should invest in their _personality_, not a commodified online presence One of the clearest themes that emerged from the hack day was that AI fundamentally changes how brands express themselves digitally. Historically, brands have represented themselves online through design systems: typography, layout, color, motion, photography, and copy, expressed through familiar and relatively homogenous content blocks. Agentic systems shift that dynamic considerably. As conversational interfaces, adaptive agents, and context-aware commerce experiences become more integrated into the customer journey, brands are increasingly defined by how they behave: how they respond to ambiguity, guide a decision, build trust over the course of a single interaction, and keep the relationship going with a new customer — as much as, if not more than, by the aesthetics governed by their design systems. In many ways, this represents a return to a much older understanding of branding, one rooted less in graphic systems and more in a strong personality, clear message, and a unique way of speaking to the customer. In this new phase of branding, the most effective AI commerce experiences won't be the ones that feel most technologically advanced — they'll be the ones that translate brand identity into interaction patterns that feel coherent, emotionally intelligent, and invisible to the user. Tone of voice, memory, pacing, recommendation logic, curiosity, and conversational nuance all begin to function as core brand assets, expanding what we need to consider when designing interfaces. ## Personalization is becoming contextual rather than only predictive The hack day also reinforced how dramatically AI expands the possibilities around personalization. For years, personalization within commerce has largely operated through segmentation models and predictive systems. Brands relied on behavioral targeting, recommendation engines, customer cohorts, and increasingly complex automation frameworks to tailor experiences at scale. Part of this complexity comes from the need to stitch multiple personalization vendors together into one coherent system - which honestly I haven’t seen done successfully, no matter how hard we’ve all tried. Effective at growing specific conversion KPIs, sure, but still constrained by predefined logic and historical assumptions, even as vendors sprinkle in AI. Fully agentic systems governed from a single source of truth get us closer to something else: truly adaptive experiences, bringing us closer to my career-long dream of [One Site Per Customer™.](https://domaineworldwide.com/one-site-per-customer/) What became compelling over the course of the day was watching agents, structured knowledge, and lightweight orchestration combine into experiences that evolve fluidly around the customer’s immediate context, rather than predicting customer wants and needs based on prior behavior. The storefront stops being a static environment built around predetermined pathways and starts facilitating discovery, guidance, and decision-making in real time. The interaction becomes substantially more conversational, but also more situational, so two customers with different objectives or confidence levels can land in genuinely different experiences. That degree of adaptability is a meaningful departure from the standardized ecommerce architectures the industry (and practitioners like myself) has spent years refining. Personally, I love the disruption. ## AI commerce reopens the question of experience Perhaps the most important takeaway was the sense that AI is reopening foundational questions about the nature of digital experience itself. Over time, the discipline of UX has matured into a highly operationalized practice governed by systems, heuristics, templates, and optimization frameworks. In many respects, that maturity benefited the industry enormously. Digital experiences became more usable, more scalable, and more commercially effective. At the same time, much of the web became structurally familiar. I actually championed this standardization. My career started with designing very unique Flash sites for fashion houses like Versace, Bvlgari, Emillio Pucci, and landed me in a full-time role at Ralph Lauren, doing more of the same. We were designing immersive worlds that expanded on campaign photography, rich and beautiful interactive expriences, not commerce interfaces. As “Best Practices” converged across the industry (a term I once derided as a Creative, and then embraced as a UX’er) true brand differentiation moved away from the site experience and toward brand marketing, acquisition strategy, and media spend. Interaction design became progressively more standardized. Now, AI could reverse that trajectory. As interfaces become more conversational and adaptive, Experience once again becomes a primary source of strategic differentiation. The brands leading this next phase of commerce will not be those implementing AI functionality onto existing systems, but those willing to rethink how the branded digital interaction itself should feel. That requires entirely new heuristics for design and customer engagement — ones built around trust, responsiveness, and conversational coherence, alongside more traditional UX considerations. The discipline itself starts evolving away from screen optimization and toward the orchestration of intelligent interactions across multiple contexts and surfaces. In that sense, the current moment feels historically familiar: a paradigm shift back to the rich, unique, immersive branded experiences I started my career on. ## Final thoughts There is a parallel between what the industry is experiencing now and the transition period that reshaped digital commerce during the late 2000s, when smartphones, social platforms, and modern product thinking fundamentally changed how brands approached customer interaction online. The emergence of agentic commerce carries a similar sense of foundational change. The tooling is evolving rapidly, the conventions are still unsettled, and many of the interaction models that will eventually define this category are only beginning to take shape. The best practices are still being written, and that uncertainty is precisely what makes the moment so compelling. The architecture being explored today, across agencies, platforms, brands, and technology partners, will inform the next generation of digital commerce experiences. What feels experimental now will eventually become infrastructure. And for the first time in quite a while, the industry feels genuinely transformative again. ### Subscribe to Domaine's AI digest **Domaine's AI Digest** — Receive updates of the latest AI, infrastructure, and agentic commerce developments, events and releases that matter for enterprise teams. — [Subscribe Now](https://domaineworldwide.com/#form-0277d0ab-72d7-4119-b5a2-f77f1f41d66a-0) ### Adding Multiple Currencies or Dynamic Pricing on Shopify https://domaineworldwide.com/insights/technology/shopify-multiple-currencies-dynamic-pricing/ Discover how to implement multiple currencies and dynamic pricing on Shopify to enhance the shopping experience and boost sales for your brand. As a mid-market brand looking to expand your reach globally, one of the most powerful features you can leverage is the ability to offer multiple currencies or dynamic pricing on your Shopify store. International customers expect a seamless shopping experience, and that includes seeing prices in their native currency or getting price adjustments based on various factors like location, demand, or product variations. ### Why Add Multiple Currencies or Dynamic Pricing? In today’s global economy, mid-market brands have the unique opportunity to reach customers around the world. But with this opportunity comes the challenge of dealing with currency conversions and localized pricing. Here are some key reasons why you should consider adding multiple currencies or dynamic pricing to your Shopify store: 1. **Improved Customer Experience**: Allowing customers to view prices in their local currency builds trust and reduces friction at checkout, making it easier for them to purchase. 2. **Increase Conversion Rates**: When customers see the prices in their own currency, they’re more likely to complete a purchase—especially when combined with localized promotions or pricing. 3. **Dynamic Pricing Flexibility**: If you have different pricing for various regions or need to adjust prices based on demand, offering dynamic pricing lets you stay competitive while maximizing profits. Now that you know why it’s important, let’s break down how to implement multiple currencies or dynamic pricing on your Shopify store. ### How to Add Multiple Currencies on Shopify Shopify makes it relatively simple to set up multiple currencies, especially for brands using Shopify Payments as their payment provider. By enabling Shopify Payments, you can automatically offer your customers the ability to check out in their local currency. #### Step-by-Step Guide to Enable Multiple Currencies 1. **Activate Shopify Payments**: If you haven't already, the first step is to enable Shopify Payments. This allows Shopify to manage currency conversions automatically, making it easier for you to offer multi-currency functionality.To enable Shopify Payments: - Go to your **Shopify Admin**. - Click **Settings** > **Payments**. - In the “Shopify Payments” section, click **Activate** and follow the setup instructions. 2. **Enable Multiple Currencies**: Once Shopify Payments is active, you can enable multiple currencies. - Go to **Settings** > **Payments**. - Scroll down to the **Shopify Payments** section, and click **Manage**. - In the **Currencies** section, select **Add currencies**. - Choose the currencies you want to offer. Shopify supports over 130 currencies, and you can select the ones that make the most sense for your target markets. 3. **Customize Currency Display**: To create a seamless user experience, make sure your currency selector is clearly visible. Shopify allows you to customize the position and appearance of your currency selector, which you can place in your header or footer. 4. **Currency Conversion Settings**: Shopify will automatically convert currency based on the customer’s IP address. This means that international customers will see prices in their local currency, and Shopify will handle the conversion at checkout. #### _Bonus Tip: _Use Shopify Markets for a Complete Global Expansion For mid-market brands looking to optimize their international presence, Shopify Markets is a powerful feature. Shopify Markets allows you to manage your store in multiple regions, with automated currency conversions, language translations, and localized shipping options. It’s a comprehensive tool to handle global eCommerce without needing third-party apps. ### How to Implement Dynamic Pricing on Shopify Dynamic pricing refers to the strategy of adjusting prices in real-time based on various factors such as demand, location, competition, or even customer behavior. Shopify offers several ways to implement dynamic pricing to stay competitive and maximize profits. #### 1. Use Apps for Dynamic Pricing One of the most effective ways to implement dynamic pricing is through apps available in the Shopify App Store. These apps can automate price adjustments based on rules you set. Here are a few popular apps for dynamic pricing: - **Dynamic Pricing by Plexins**: This app allows you to create rules based on inventory levels, customer location, or demand. For example, you could increase the price of a product based on low inventory levels or adjust prices based on geographic location. - **Bold Custom Pricing**: Bold’s app lets you offer wholesale pricing, tiered pricing, or volume discounts, helping you cater to different customer segments. You can create unique pricing strategies for different groups of customers, such as VIPs or loyal customers. #### 2. Set Price Rules Based on Customer Segments If you want to offer dynamic pricing based on customer behavior or segment, you can create different customer groups and apply rules for each. Shopify’s **Customer Segmentation** feature allows you to target specific audiences, such as: - **Wholesale Customers**: Offering special pricing for bulk orders. - **VIP Customers**: Giving loyal customers discounts or exclusive deals. - **Regional Pricing**: Adjusting prices based on location to account for different market conditions. To set up customer segments: - Go to your **Shopify Admin** > **Customers**. - Click **Create customer segment** and choose your rules (e.g., location, order history, etc.). #### 3. Set Up Regional Pricing for Different Markets For brands selling in multiple countries, regional pricing can be a game-changer. Shopify allows you to set different prices for different regions, ensuring that your prices reflect the local market conditions. You can do this by: - Enabling **Shopify Markets** and selecting regions where you want different pricing tiers. - Using apps like **Geo Pricing** or **Multi-Currency Dynamic Pricing** that automatically adjust prices based on the customer’s location. This feature ensures that your pricing is competitive in each market while maintaining profitability across the board. #### 4. Automate Price Adjustments with Discounts Shopify also offers the ability to create automated discounts based on specific conditions. For example, you can set up discount codes that apply based on the total value of a customer’s cart or a specific product being purchased. This can be particularly helpful for driving sales or clearing excess inventory. To set up automatic discounts: - Go to **Shopify Admin** > **Discounts**. - Click **Create Discount** and set the rules for when the discount will apply. ### Conclusion: Expand Your Reach with Shopify’s Currency and Pricing Flexibility For mid-market brands, offering multiple currencies and dynamic pricing on Shopify is a key strategy for expanding your reach and improving the shopping experience for international customers. By utilizing Shopify’s built-in tools and third-party apps, you can set up dynamic pricing and offer multiple currencies to cater to diverse markets. Whether you’re looking to sell globally, optimize your pricing strategy, or offer a more personalized shopping experience, Shopify provides the flexibility you need to scale your brand successfully. ## Get in touch with Domaine If you need help setting up these features or developing a tailored pricing strategy, our Domaine, the world's largest Shopify design and development practice, is here to assist you in making your store as effective and competitive as possible. [Contact us today](https://domaineworldwide.com/studio/contact/). ### FAQs #### 1. Why should I add multiple currencies to my Shopify store? Adding multiple currencies improves the customer experience by allowing international shoppers to see prices in their native currency. This reduces friction at checkout and can increase conversion rates, leading to more sales. #### 2. How do I enable multiple currencies on Shopify? To enable multiple currencies, you must first activate Shopify Payments. Then, go to Settings > Payments, click Manage under Shopify Payments, and select the currencies you want to offer. Shopify supports over 130 currencies. #### 3. What is dynamic pricing, and how does it work on Shopify? Dynamic pricing adjusts the price of your products in real-time based on factors like demand, customer location, or inventory levels. Shopify supports dynamic pricing through apps, customer segmentation, and regional pricing features. #### 4. Can I set different prices for different regions? Yes, you can set regional pricing through Shopify Markets or by using third-party apps like Geo Pricing. This ensures your prices are competitive in each market while maintaining profitability. #### 5. Are there apps to automate dynamic pricing on Shopify? Yes, apps like Dynamic Pricing by Plexins and Bold Custom Pricing allow you to automate price adjustments based on customer location, inventory, and demand. These apps provide flexibility to implement various pricing strategies. #### 6. How can I set up automatic discounts on Shopify? To set up automatic discounts, go to Shopify Admin > Discounts, click Create Discount, and set the conditions for when the discount should apply, such as cart value or specific products. This can help drive sales and clear inventory. ### Shopify’s Unlisted Product Status: What It Is, How It Works, and When To Use It https://domaineworldwide.com/insights/technology/shopify-unlisted-product-status-guide/ Learn how Shopify's Unlisted product status works, when to use it vs. Draft or Archived, and how it affects SEO, search visibility, and headless commerce. Shopify introduced **Unlisted** as a new product status. It keeps a product **buyable by direct link** while removing it from **Shopify-powered discovery surfaces** like storefront search, collections, recommendations, sitemaps, internet search, and the Shopify Catalog. Shopify announced the change on October 21st, 2025. Below is a practitioner-friendly guide that explains how Unlisted works, how it differs from other product statuses, when to deploy it, and how to avoid common SEO and merchandising pitfalls. ## What Unlisted does & doesn’t do Unlisted products have live product pages, but you gate access via the URL. **What Unlisted does** - Hides products from Shopify-powered collection pages, storefront search (including predictive search), and product recommendations - Excludes products from your XML sitemap, internet search, and the Shopify Catalog - Keeps the same product URL so you can share it directly - Allows add to cart from the product page unless you customize the template to disable it - Adds `noindex, nofollow` meta tags automatically on Unlisted product pages **What Unlisted doesn’t do** - It doesn’t unpublish the product page itself - It doesn’t automatically update third-party search apps that don’t use Shopify’s native search infrastructure—verify behavior with your app vendor **API nuance (for headless builds)** Unlisted products don’t appear in general discovery queries, but they are returned by the Storefront API and Liquid **when you reference them directly** by handle, ID, or a metafield reference. Earlier Admin API versions may report their status as **ACTIVE**, so check your API versioning before you rely on status values for automation. ## When to use Unlisted - **Bundle components & add-ons** such as warranties or spare parts you don’t want in search or navigation - **Invite-only or early access drops** where you share links with a segment by email or SMS - **Gift-with-purchase items** that should be buyable only in context ## How To Set a Product to **Unlisted** (Step‑by‑Step) 1. In **Shopify Admin → Products**, select one or more products. 2. Use the overflow menu and choose **… → Unlist products** (or open a product and set **Product status → Unlisted**). **Tip:** After unlisting a product, validate that the SKU is **absent from site search**, **collection pages**, **recommendations**, and your **sitemap**, and confirm the product is **still purchasable** at its direct URL. ## Unlisted vs. Other Shopify Product Statuses Shopify now exposes four core product statuses in Admin: **Active**, **Draft**, **Archived**, and **Unlisted**. - **Active** – Complete and ready to sell across selected channels. (Standard, discoverable behavior.) - **Draft** – Incomplete; not ready to sell. Use when you’re still working on the listing. - **Archived** – Complete but **no longer for sale**; **hidden from your storefront** and removed from the main product list. Use for retiring SKUs without deleting data. - **Unlisted** – Complete and purchasable, **but undiscoverable**; **link‑only access**; **excluded from sitemap**, **Shopify Catalog**, and **internet search**. **Quick comparison** | Behavior | Active | Draft | Archived | Unlisted | | --- | --- | --- | --- | --- | | Purchasable via direct URL | Yes | No | No | Yes | | Appears in Shopify-powered search & collections | Yes | No | No | No | | Included in sitemap | Yes | No | No | No | | Discoverable by internet search | Yes | No | No | No | | In Shopify Catalog | Yes | No | No | No | ## SEO & Analytics Considerations - **Intentional invisibility:** Because Unlisted removes the SKU from discovery surfaces and your sitemap and is **hidden from internet search**, you don’t need to juggle theme‑level `noindex` hacks or collection logic. - **Governance:** With [organic search](https://meetdomaine.com/services/strategy/ai-commerce-suite/seo/) driving [**~33% of overall traffic on average**](https://www.conductor.com/academy/organic-website-traffic-industry-benchmarks/) across major industries, visibility choices should be policy‑driven. - **Headless caution:** If your storefront or mobile app relies on the **Storefront API**, Unlisted products won’t be returned in general discovery queries (like search or collections). Plan alternative flows (e.g., server‑side cart injections or using eligible statuses). - **Merchandising systems:** Third‑party search or recommendations apps may require updates to honor Unlisted; test staging thoroughly ## Key Takeaways 1. **Unlisted = link‑only access.** The product page exists and can be bought via its **direct URL**, but it won’t appear in your storefront search, collections, predictive search, product recommendations, the Shopify Catalog, or your store’s sitemap; it’s also [**hidden from internet search**](https://help.shopify.com/en/manual/products/details/product-details-page). 2. **Channel & API limits apply.** Unlisted products **can’t be published** to the Shop app, Shopify POS, Collective: Supplier, or any third‑party sales channels, and they’re they’re **unavailable via the Storefront API’s general discovery endpoints**. 3. **Be intentional with visibility.** Organic search still matters: across seven key industries, **organic search produced ~33% of overall website traffic in 2024**—so when you _do_ decide to keep a SKU out of search, use a status built for it (Unlisted) rather than ad‑hoc workarounds. ## FAQ: Shopify Product Statuses & Visibility **What is Unlisted, in plain terms?** Unlisted keeps a product purchasable by direct URL, but removes it from Shopify-powered discovery surfaces, your sitemap, internet search, and the Shopify Catalog. Shopify adds `noindex, nofollow` to the page. **How do I switch a product to Unlisted?** In **Admin → Products**, select your items and choose **… → Unlist products**, or open the product and set **Product status → Unlisted**. **Can customers still buy an Unlisted product?** Yes. They can purchase from the product’s direct URL. Add to cart works unless you customize the template to block it. **Does Unlisted appear in collections, search, or product recommendations?** No. Unlisted products don’t appear in Shopify-powered collection pages, storefront search (including predictive), or recommendations. **Is an Unlisted product included in my sitemap or the Shopify Catalog?** No. It’s excluded from both and hidden from internet search. **Will Unlisted products surface in the Storefront API?** Only when you reference them directly by handle, ID, or a metafield reference. They won’t appear in general discovery endpoints. **How is Unlisted different from Draft or Archived?** Draft means the product isn’t ready to sell. Archived means it’s no longer for sale and hidden from your storefront. Unlisted is ready to sell via direct link only. **Do I still need the `seo.hidden` metafield?** For “link-only” access, use Unlisted. Shopify prioritizes the Unlisted status if both Unlisted and `seo.hidden` are set. Unlisted also hides items from Shopify-powered collections and recommendations, while `seo.hidden` doesn’t. **Will third-party search or recommendation apps honor Unlisted automatically?** Not always. Third-party apps may not use Shopify’s native search infrastructure. Check your app’s documentation and run QA. **Can I still publish Unlisted products to other sales channels?** No. Unlisted hides products from all other sales channels (like the Shop app or Shopify POS), and you should share the direct URL instead for controlled access. ### How Domaine Can Help At [**Domaine**](https://domaineworldwide.com/), we’re the world’s largest independent Shopify design and development partner. We offer [expert Shopify services](https://domaineworldwide.com/services/), ensuring your store is optimized with the right Shopify product statuses. ### From Salesforce to Shopify: how Mercer scaled its DTC strategy https://domaineworldwide.com/insights/commerce-insights/salesforce-to-shopify-mercer/ Discover how Mercer migrated from Salesforce Commerce Cloud to Shopify and successfully scaled its DTC strategy with improved agility and performance. ### A clear vision, a compact team [Mercer](https://themercerbrand.com/) is known for its sustainable sneakers made from materials like pineapple leather, recycled suede, and more recently, grape leather. But the brand also designs clothing in-house, from design to production. This level of creative control, combined with a strong brand identity, demands an e-commerce platform that can keep up. “We have a small team and want to do as much as possible ourselves,” says Juul. “Our old platform simply didn’t allow that. Every change required outside help.” Switching to Shopify changed everything. “Now we can make last-minute adjustments, analyze performance, and optimize on the go. Everything is faster, more intuitive, and we’re in control. It’s a complete game changer.” ### From strategy to execution: a smooth replatforming The decision to move to Shopify had already been made before Juul and Arjan joined the project, but both were involved in executing it from the start. Arjan led the technical side of the replatforming: “They were using an overly complex platform that no longer matched the scale at which Mercer was operating. Shopify offered the scalability and flexibility they needed: especially for international growth.” One of the biggest advantages was usability. “We wanted to be independent from developers,” Arjan explains. “With Shopify, marketers can change banners or launch collections themselves, no technical knowledge required. That enables fast execution and quick testing of new ideas.” ### Partnering with Domaine Europe: from tech support to strategic sparring Domaine Europe supported Mercer not only with the technical implementation of Shopify, but also with strategic advice and ongoing optimization. “We handle the daily operations,” says Juul, “but when technical issues arise, we solve them together with Arjan and Domaine Europe. I act as a link between operations and tech.” These short lines of communication ensure agility without compromising quality. And because the team wants to stay lean, automation plays a key role. “The less you have to do manually, the more relaxed your holiday can be,” Juul laughs. Automation and scalability go hand in hand at Mercer. ### Standard where possible, custom where needed Shopify is a SaaS solution and comes with its own limitations. But Arjan sees that as a benefit rather than a drawback. “It forces you to rethink your processes. Are we doing this because it’s effective, or just because it’s how we’ve always done it? Simplifying and standardizing processes actually makes things more scalable and more robust.” Juul agrees. “We’re always looking at how to make processes smarter. That gives us peace of mind and room to grow.” ### Looking ahead With a stable, scalable platform and a nimble team, Mercer is ready for what’s next. More physical stores, new product lines, international expansion: it’s all within reach. Shopify offers the flexibility and speed to support that journey. And with Domaine Europe as their technical partner, Mercer is well equipped to take the next step. #### **Domaine Europe | Looking for a Shopify partner built for growth?** Domaine Europe is the only Shopify-only commerce partner that combines global scale with deep European roots. We deliver enterprise-grade Shopify environments designed to handle technical complexity across DTC, B2B, and multi-market operations. We engineer end-to-end Shopify environments, built to handle complex tech stacks and drive high performance. If you’re scaling beyond borders or navigating architectural complexity, we build Shopify ecosystems that make your business successful. Are you ready to accelerate your next phase of growth? Our experts are here to help — get in touch. ### A new chapter: Code joins Domaine https://domaineworldwide.com/insights/domaine-news/a-new-chapter-code-joins-domaine/ We’ve got big news to share. Code is joining forces with Domaine Worldwide: the largest Shopify-dedicated agency in the world. Together, we’re forming a global team of over 300 Shopify specialists, built to support the most ambitious commerce brands. But before we talk about the future, let’s take a quick look back. ![code domaine](https://cdn.sanity.io/images/cxeknc6v/production/7669804d2b3552896ad9d5895ae9c56488f88539-455x667.svg?w=1600) Code was founded over 20 years ago by Bob and Wouter, both engineers. In our early days, we were a broad digital agency. But in 2016, we discovered Shopify and everything changed. The platform aligned perfectly with how we like to work: fast-moving, elegant, and scalable. We went all-in. From launching early Shopify stores for brands like MR MARVIS, BOSKA and Filling Pieces, to becoming the EU’s first official Shopify Plus Partner in 2018, we’ve grown alongside the platform and helped hundreds of brands replatform. Today, Code is known as one of Europe’s top Shopify agencies, with a 60-person team based in Amsterdam, Delft, and Berlin. We build and scale high-performing storefronts for brands like Intersport, Alpinestars, 10DAYS, BOSKA, and Bosch. Over the past few years, we’ve seen Shopify mature rapidly, and so has the market. More and more enterprise-level brands with complex needs are choosing Shopify as their commerce platform. These businesses are operating globally, using systems like PIMs and ERPs, selling B2B and D2C, and need a partner that understands that level of complexity. At the same time, Shopify has been investing heavily in features and partnerships to support these enterprise businesses. It's the right moment to take the next step by joining forces with a partner who shares our ambition and deep platform expertise. ### Enter Domaine. **Code has been acquired by Domaine, and is now part of the largest Shopify-dedicated agency in the world.** Like Code, Domaine has gone deep on Shopify. Their team has delivered high-quality commerce solutions for global brands like MoMA, Olaplex, Timex, Arhaus, and Oscar de la Renta. With a strong presence across North America, they bring a global mindset and an obsession with quality, one that matches our own. Together, we’re creating a truly global, Shopify-native commerce partner with regional strength and global scale. “What drew us to Domaine is our shared focus on Shopify and engineering culture, we’ve both chosen to go deep,” says Wouter Monkhorst, CEO and co-founder of Code. “Together, we form a truly global Shopify Partner that brings brands what they really need: regional expertise with globally integrated services, delivered by senior teams who understand their local markets and global ambitions.” **What does this mean for our clients, team and partners?** No disruption to your current work, same team, same approach, but with more opportunities to grow. We’ll keep operating from our offices in the Netherlands and Germany, and continue delivering the high-quality work we’re known for. Now with even more support, reach, and expertise behind us. “This is a meaningful next step as we continue on our mission of being the world’s most trusted Shopify practice,” says Peter Humphrey, CEO of Domaine. “With Code on board, we welcome more than 60 new team members and a European hub in the Netherlands and Germany. This is the first of many expected investments into the European market, and will allow us to serve global brands better, faster, and more collaboratively than ever before.” ### What’s next? We recorded a short video to share more about this journey, directly from the teams of Code and Domaine. [Explore the Domaine website here](https://www.meetdomaine.com/). If this news brings up any thoughts or questions, we’d love to hear from you. Send us an email at [info@code.digital](mailto:info@code.digital) or reach out to [Bob Rockland](https://www.linkedin.com/in/bob-rockland/) or [Wouter Monkhorst](https://www.linkedin.com/in/monkhorst/) personally, and we’ll make sure to get back to you.  To our team, clients, partners, and the broader Shopify ecosystem: thank you! We’re incredibly proud of how far we’ve come and even more excited about what’s ahead. ### New EU Withdrawal Button Requirement: What You Need to Know https://domaineworldwide.com/insights/commerce-insights/new-eu-withdrawal-button-requirement-what-you-need-to-know/ From June 2026, EU ecommerce brands must offer a compliant withdrawal button. Learn the new requirements, implementation steps, and how to integrate withdrawal requests into your post-purchase experience. ## What is the EU withdrawal button? Under the new rules, consumers must be able to withdraw from eligible online purchases through a clearly accessible digital function directly on the merchant’s website. This update is designed to make contract withdrawals as simple and accessible as the original purchase experience. ## What’s the purpose of the withdrawal button? The purpose is to make cancelling an online purchase as easy as making one. The EU believes many ecommerce brands make checkout frictionless, but make cancellations difficult — forcing customers to email support, fill out PDFs, or navigate confusing returns processes. The withdrawal button standardizes this. It gives consumers a simple digital way to exercise their legal “right of withdrawal” for eligible online purchases. ## Where, on a website, does it need to go? The final implementation guidance is still evolving country by country, but generally the withdrawal function must be easy to find, clearly labeled and accessible online without friction. Most likely locations will include: - Account/order history pages - Order confirmation or tracking pages - Returns portals - Customer service/help sections It won’t be enough to bury it deep in Terms & Conditions or force customers into manual support channels. ## When someone clicks the withdrawal button, what does that mean for brands? The click itself becomes a formal legal withdrawal request. That means you now have an obligation to: - Acknowledge the request electronically - Process the withdrawal within legal timelines - Handle refunds correctly - Coordinate any product return logistics - Maintain records of the request ## What are the risks of non-compliance? From 19 June 2026, merchants selling to consumers in the EU must provide a compliant withdrawal mechanism where applicable. Failing to do so could result in a range of consequences, including: - Legal warnings or enforcement action from consumer protection authorities - Financial penalties, which in some EU member states can reach up to **4% of annual turnover** - An extension of the customer's withdrawal period, meaning the standard 14-day cooling-off period could be extended to **12 months and 14 days** Beyond the legal implications, non-compliance can also create operational challenges, increase customer service workloads, and damage customer trust. As with most regulatory changes, the most effective approach is to prepare early and ensure the required processes, workflows, and customer experiences are in place before the deadline. ## What can brands do to prepare? ### 1. Make the withdrawal process visible and easy to access Start reviewing: - Where customers currently go on your site to cancel or withdraw - Whether the process is clearly visible - How many clicks it takes to complete - Whether customers need to contact support manually If the withdrawal journey is difficult to find or overly manual, you’ll need to adjust that part of the customer experience before 19th June. ### 2. Build the operational workflows behind the button Once a customer clicks the withdrawal button, you will need workflows in place to manage everything that happens next, including: - Setting up and automating confirmation emails to customers - Triggering internal support workflows - Connecting the request to returns management - Connecting the request to finance or payment providers to process refunds - Updating order records - Tracking timelines and documentation for compliance ## How Shopify Merchants Can Enable the EU Withdrawal Button Shopify recently launched a native **EU Right of Withdrawal** feature, making it easier for merchants to comply with the upcoming legislation. If you're using Shopify, here's how to get started: ### Step 1: Enable new customer accounts The EU Right of Withdrawal feature requires Shopify's **New Customer Accounts**. If you're still using legacy customer accounts, you'll need to migrate before you can use Shopify's native withdrawal functionality. ### Step 2: Enable self-serve returns The withdrawal flow is built into Shopify's customer account experience and works alongside self-serve returns functionality. Navigate to your Shopify Admin and review your returns settings to ensure self-serve returns are configured correctly. ### Step 3: Enable the EU Right of Withdrawal Once New Customer Accounts are active, Shopify allows customers to submit withdrawal requests directly through their account and order history. Review the feature settings and confirm the withdrawal experience is available to eligible customers in the markets where you operate. ### Step 4: Configure customer notifications When a customer submits a withdrawal request, they should receive clear confirmation that the request has been received. Review and configure your notification settings to ensure customers are kept informed throughout the process. ### Step 5: Test the customer journey Before June 2026, we recommend testing the full experience from a customer's perspective: - Can customers easily find the withdrawal option? - Is the process clear and intuitive? - Are confirmation emails sent correctly? - Are internal workflows triggered as expected? - Is the request connected to your returns and refund processes? ### What if you're still using legacy customer accounts? If you're not yet using Shopify's New Customer Accounts, Shopify's native withdrawal functionality won't be available. In this case, merchants may want to explore third-party solutions such as **Revoq – EU Withdrawal Button** while planning a migration to Shopify's latest customer account infrastructure. For Shopify's latest setup instructions and feature documentation, visit Shopify's [EU Right of Withdrawal documentation.](https://help.shopify.com/en/manual/compliance/legal/eu-right-of-withdrawal) ## How to integrate this into the post-purchase experience Shopify brands are in a strong position because the withdrawal process can be built into the existing post-purchase journey. Here is a simple step-by-step approach: ### Step 1: Connect the button to the customer’s order When a customer clicks the withdrawal button, the request should be tied to the correct order. That means the flow should capture: - Customer details - Order number - Product details - Date of purchase - Date of withdrawal request - Reason, if the brand chooses to ask for one ### Step 2: Send an automatic confirmation After the customer submits the request, they should receive a clear electronic confirmation. This confirmation should explain: - That the withdrawal request has been received - What happens next - Whether the item needs to be returned - When the customer can expect refund processing - How to contact support if needed ### Step 3: Route the request into returns and refund workflows The withdrawal request should trigger the right internal workflow. Depending on the product and order status, that may include: - Creating a return request - Generating return instructions - Notifying customer support - Flagging the order for refund review - Updating the customer record - Storing compliance documentation ### Step 4: Monitor and improve the flow Once implemented, brands should track how customers use the withdrawal function. Useful metrics include: - Number of withdrawal requests - Support tickets related to withdrawal - Refund processing time - Return completion rate - Customer satisfaction after withdrawal or return This helps you stay compliant while also improving the overall customer experience. With Shopify now offering native support for EU withdrawal requests, the focus for merchants shifts from simply meeting compliance requirements to creating a smoother, more efficient post-purchase experience. Brands that treat the withdrawal button as part of a broader customer journey, not just a legal obligation, will be best positioned for the June 2026 deadline. [Get in touch with the Domaine team](https://domaineworldwide.com/contact/) to see how leading Shopify brands are setting up for success rather than reacting to market changes. ### Domaine is the first-ever Klaviyo Elite Partner of the Benelux https://domaineworldwide.com/insights/domaine-news/domaine-is-the-first-ever-klaviyo-elite-partner-of-the-benelux/ We’re officially Elite! 31 October 2022 marks the date Domaine became the first and only Klaviyo Elite Master Partner of the Benelux. We honestly can’t describe how proud we are of our Klaviyo team for achieving the highest Klaviyo Partner tier - they are rocking it! ![Midge/isa](https://cdn.sanity.io/images/cxeknc6v/production/7fdd9c1b9e71119a1f53c87e4788c1555ed15897-1333x2000.webp?w=1600) ## Klaviyo Elite: What does that mean? The global Klaviyo Partnership Program has four tiers: Silver, Gold, Platinum and Elite. The program categorises agencies based on their experience level and achieved results. **The Elite status is the highest tier** and only awarded to partners who are extremely experienced in delivering high-performing email marketing flows in Klaviyo. Domaine Europe received the Elite status because we live up to the highest standards: we retain a Klaviyo client base with superior account health, score a 9.7 NPS, have a team of 5 certified Klaviyo experts, demonstrate advanced product expertise, and act as an early adopter of new product releases. [**Read more about what we can mean for you as Klaviyo partner**](https://www.code.digital/en/klaviyo) ### Domaine’s Klaviyo clients perform above average Helping our clients to achieve maximum engagement and revenue from their email marketing efforts has always been a priority for [Midge Hazewinkel](https://www.linkedin.com/in/midge-hazewinkel/) (Head of Klaviyo at Domaine Europe) and his team.  The flows and campaigns by our Klaviyo team outperform the benchmark, on average **we achieve a 100x ROI for our clients**. Our emails are rarely seen as spam, indicating that the emails are often opened and read. ![partner dash](https://cdn.sanity.io/images/cxeknc6v/production/8ec9eb0d44b4dac02683e15ee40ba2d882627638-3360x1106.webp?w=1600) ### The perks of working with a Klaviyo Elite Master Partner Reaching the highest Klaviyo partner tier comes with a few extras that help our team to get even better results for E-Commerce brands like yours. As a Klaviyo Elite Partner, we receive early access to new Klaviyo product releases and online training courses and can communicate directly with the Klaviyo leadership team. Our Klaviyo team has been managing email marketing strategies for over 50 E-commerce brands, like O'Neill, TI SENTO - Milano, by-bar, Naïf good care, POM Amsterdam, Veloretti and Olaf Hussein. We would love to team up with you to achieve 25-50% revenue from Email Marketing for your brand. ### How We Think About Structuring Ecommerce Teams at Domaine https://domaineworldwide.com/insights/commerce-insights/how-to-structure-ecommerce-teams/ Learn insights about how to structure an ecommerce team and the ideal organization from Domaine's President, Marko Bon. At Domaine, we’ve seen this challenge from both sides: running large, complex ecommerce operations in-house and now working alongside brands as their partner. That dual perspective means we’ve experienced many different ways to organize, and we know how much impact the right structure can have on both speed and quality. When ecommerce teams work smoothly, Marketing, Merchandising, Creative, and Technology operate as one cohesive engine. When they don’t…well, the friction shows up everywhere: slower launches, missed opportunities, unclear ownership, and a lot of “who’s doing what?” The truth is, there’s no single “right” org structure for every company. It depends heavily on leadership style, business priorities, and the brand’s maturity in digital. That said, there are consistent principles we’ve seen work across industries. ## The Trouble with Googled Org Charts When brands start this process, the first instinct is often to Google “ecommerce team org chart.” We’ve done it too, and what you find is usually unhelpful. Some charts look polished but leave huge gaps around where strategy meets execution, or how responsibilities are split between teams. Others draw strange boundaries between functions (Brand vs. Content, for example) that will only cause internal turf wars later. Even the better examples often make two big mistakes: - Overcomplicating retention, brand, or UX into silos that don’t reflect how modern ecommerce actually works. - Ignoring how upstream functions (strategy, analytics, creative direction) feed into downstream execution. ## How We Recommend Structuring Ecommerce Teams While every brand is different, there are a few guiding principles we recommend, whether you’re a $20M brand scaling for the first time or a $200M brand fine-tuning your global digital operations. **1. Global Strategy: **Clear, shared business objectives are the foundation. Every member of the ecommerce team—not just leadership—should know exactly what they’re working toward. For multi-site or multi-region brands, site design and global merchandising direction also live here. These aren’t day-to-day tasks, but overarching guardrails that keep teams aligned. **2. Global Ecommerce Support: **Define what the organization provides for the ecommerce team (and vice versa). Without clear ownership, functions like content creation end up in a gray area, and the ecommerce team ends up scrambling to fill the gaps. **3. Front of House vs. Back of House: **Borrowing a term from physical retail: “Front of House” includes everything pre-checkout (site experience, marketing, merchandising), while “Back of House” covers everything post-checkout (fulfillment, service, retention). The handoff between these teams is one of the most critical—and often most disconnected—parts of the customer journey. **4. Responsibilities Before Titles: **At Domaine, we always start with responsibilities, not just job titles. First, define the tasks and goals for each function, then map the people or roles to them. This approach exposes gaps, prevents overlap, and ensures job descriptions ladder up to team objectives. ## Why This Matters for Our Work at Domaine We’re not just observers; we’ve directly managed many of these disciplines for our clients. Our focus on Shopify has been intentional: it allows us to spend more time on the work that moves the needle (improving site experience, conversion, and retention) and less time wrestling with platform limitations. But the most important principle isn’t in any diagram. It’s something one of our UX peers once said: “The most important thing about a great team is that each member thinks the others are equally valuable.” That belief is at the core of how we work with clients, and why team structure is about more than boxes and lines. It’s about creating a system where every function sees itself as essential to the whole. If you want to see examples of the team structures we’ve built for clients, or explore how yours could be optimized, we’re always happy to talk. [Reach out to us today.](https://domaineworldwide.com/contact/) ### Maximizing Conversion Rates with Effective Ecommerce Website Design https://domaineworldwide.com/insights/ux-best-practices/maximizing-conversion-with-design/ Thoughtful conversion-focused design strategy is critical to a brand’s ecommerce success. Through UX/UI best practices and mobile-first design, brands can increase success metrics like conversion rate. Say you’re searching for the perfect skincare gift set for a friend. You land on a popular brand’s website, but it’s cluttered and chaotic, with endless clicks and popup ads blocking your way. You’re suspicious. _Is this really a luxury brand site or am I about to get ripped off?_ You open a new tab and continue your search. You land on another site that feels luxurious and high-end. You find what you’re looking for, but the product description is vague, with only one product image. Are the ingredients organic? Do they test on animals? Is the packaging sustainable? Who else has bought it? Did they like it? _I need to know everything about this product before I buy it._ In both cases, you have an in-market, ready-to-buy customer who is held back by a poorly designed user experience. The first site’s cluttered design and poor user experience (UX) erodes customer trust. The second has a clear and directional flow, but the content lacks essential details. The _best ecommerce experiences are all about balance_ – design, brand authenticity, user psychology, content, functionality, UX flow, incentives, and so much more. Each decision influences customers’ perception, confidence, and conversion potential. A poor UX will yield poor conversion rates. And that is why a thoughtful, conversion-focused design strategy is so critical to a brand’s ecommerce success. ## Why Ecommerce Website Design Matters for Conversion Rates Think of ecommerce website design as a trail of breadcrumbs, guiding users to understand your brand, discover products, and ultimately purchase. The more chaotic, cluttered, or confusing the design, the higher the skepticism, frustration, and distrust – directly driving higher abandonment rates. On the flipside, the more intuitive the web design, the easier and more enjoyable the browsing and buying experience – directly driving higher conversion rates. ### First Impressions are Critical It takes customers mere seconds to decide whether to stay and explore a site or continue their search elsewhere. These blink-and-you’ll-miss-it moments can engage customers or turn them off. When organic [customer acquisition costs](https://firstpagesage.com/reports/average-cac-by-industry-b2c-edition/) range from $64 to acquire an ecommerce customer to as high as $708 for an aviation customer, savvy brands look to retain as many customers as possible. They need to build websites _customers love to use_, directly influencing revenue and profitability. Let’s go deeper into ecommerce design best practices in three key areas: universal (across your full website); product detail pages; and checkout cart experiences. ## Universal Best Practices for Effective Ecommerce Website Design Effective web design is helpful, human, and on-brand. The best ecommerce designs remove friction and confusion, add memorable brand moments, and guide customers to take action. In short: strong UX design is design you don’t notice. To get there, here’s what to focus on… ### User-Friendly Navigation Your website’s navigation is your customers’ compass to achieving their goal quickly. Focus on keeping it streamlined and descriptive to guide customers’ site exploration without overwhelming them. Cater to mobile users by combining a traditional hamburger menu with a secondary, exposed navigation to show off the breadth of your product line. Recently, we reimagined site navigation for [GOBI Cashmere](https://domaineworldwide.com/work/gobi/) to offer their shoppers plentiful options to discover products across the brand’s vast product line. Shoppers browse by audience category (e.g., women/men/kids), product type (coats, loungewear, sweaters, etc.), collections like gift sets, essentials and more, for a flexible and intuitive shopping experience. #### User-Friendly Navigation Best Practices - **Keep headers organized and concise **to reduce overwhelm and decision fatigue. - **Use intuitive descriptions **to speak your customers’ language in category descriptions as opposed to using SKU numbers or uncommon naming conventions that more or less mean nothing to the user. - **Optimize for mobile** to ensure easy clicking (hamburger menu, plus exposed secondary nav). - **Add visuals and iconography** to create an impactful, shopping-app-style browsing experience. - **Offer options** to cater to different shopping preferences (e.g., by product, by customer). ### Mobile First Design In [Q2 2024, smartphones](https://www.statista.com/statistics/201680/retail-site-device-visit-order-share-usa/) accounted for over three-quarters of retail site visits in the United States and generated roughly two-thirds of online shopping orders. Ecommerce experiences must be designed, tested, and optimized for mobile first. It’s non-negotiable. We take a mobile-first approach to every Shopify experience we design. Mobile has huge conversion potential, but it’s also a smaller design space with many user restrictions. How you tell the brand story as users scroll down is essential, but challenging. You need to balance brand moments and conversion optimization; performance and storytelling. You’re making decisions about everything from typeface, call-to-action size, information hierarchy – every detail and pixel matters so much more on mobile. #### Mobile-First Web Design Best Practices - **Use a hamburger menu paired with exposed navigation** to** **show the breadth of your product line. - **Deliver a clear visual hierarchy** to reflect your brand and guide the customer journey. On mobile, where screen width is limited and users must scroll more, it's important to prioritize content. Creating a deliberate and intentional order of sections; alternating between product highlights and brand storytelling . - **Consider clean and uncluttered layouts**, with plentiful negative space to reduce confusion and overwhelm. - **All but minimize user frustration with interstitials **that don’t block key information and close easily. - **Leverage natural gestures** like swiping left and right with carousels to maximize space efficiency and use space more effectively on mobile. ### Speed Customers are impatient. Over_ _[40% of shoppers](https://www.shopify.com/blog/website-load-time-statistics) will abandon a site or page if it takes more than three seconds to fully load. Designing for speed is mission critical to effective, conversion-focused ecommerce experiences. #### Design for Speed: Best Practices - **Compresse and cache media** (e.g., imagery, animations) to reduce load time. - **Use web hosted fonts and limited typefaces** to decrease CSS file size and improve rendering time. - **Host video **on third-party sites, like Vimeo or Wistia to decrease load time. - **Lazy load images** to prioritize loading imagery above the fold or within your users’ viewport first, instead of loading the full webpage all at once. - **Use limited or minified **JavaScript, CSS, background scripts, and third-party plugins to prioritize the most important enhancements, without negatively impacting site speed. Site speed was a major focus for our work with [Peloton](https://domaineworldwide.com/work/peloton/), where popular products frequently sold out in minutes. We spent weeks optimizing site performance to build the fastest-loading ecommerce experience on Shopify, delivering speed and efficiency for Peloton customers and conversions and revenue for the brand. ### Clear CTAs Make it easy for customers to convert. Sounds like a no brainer, but brands unintentionally build friction into conversion points all the time. Clear calls-to-action guide customers through the sales funnel. Aim for a primary CTA per section, to focus users’ attention and avoid overwhelming them. CTAs should be visually prominent, compelling, and clickable from any device – which is your reminder to test, test, test. Shopify’s sticky “Add to Bag” CTA appears as users scroll on mobile. This feature enables quicker conversions without requiring users to scroll back up. Similarly, Shopify’s Mini Cart taps into customer urgency, accelerating the checkout process and boosting average order value by keeping users on-page. #### CTA Design Best Practices - **Develop a prominent CTA placement strategy** to grab attention at key decision points in the customer journey. - **Utilize a single, primary CTA approach** to reduce overwhelming users with options. If you absolutely need two CTAs, differentiate the two in ways that clearly show a hierarchy. (Think a solid button vs. one that’s just outlined or a button vs. smaller, hyperlinked text.) - **Use high color contrasts **to** **grab attention and improve readability. - **Employ descriptive and action-oriented copy** to create urgency and excitement. ### A/B Testing and Continuous Optimization We often say the real design starts when a site launches. This much, in part, due to the fact that we are always testing and interpreting data to make design decisions that can improve the user experience and ultimately scale conversions. We don’t rely on gut instinct to make important design decisions. We use analytics and A/B testing to measure all aspects of our Shopify web experiences. We use this data to improve conversion performance for our diverse client base. Data and real-time test results removes guesswork and egos from design strategy. We believe in a culture of testing, continuous optimization, and data-driven decision making to drive ecommerce success and conversion rate performance. We always start conversations with our clients around goals and KPIs, so we can ladder every design and optimization decision back to those goals. This deliberate approach helps us balance best practices and conversion goals, while staying true to brand integrity and vision. A/B testing is a methodology of building multiple variations of a webpage, randomly driving traffic to both versions, and using data to quantify the winning variation. From there, we can implement the winning design and apply lessons learned. We recommend A/B testing in order to learn more about how buyers are interacting with your website and what to optimize or lean into. For example: Page layouts and navigation structure. CTAs placement, color, or copy. Product recommendations and upsell/cross-sells placement. Headline messaging per audience personas. Webform length, copy, and incentives. #### Testing Best Practices - **Test one element at a time** to clearly isolate the variable impacting performance. - **Give testing time and traffic** to reach statistical significance and collect enough meaningful data. - **Define a clear hypothesis and success metrics** to create a solid testing plan and criteria to crown a winner. - **Continuously test and optimize everything** to learn more about your audience and incrementally improve conversion performance over time. ## Best Conversion Practices for Product Listing Pages and Product Detail Pages Before we dive in to best conversion practices for product listing pages (**PLP**) and product detail pages (PDPs), some definitions. A PDP is a specific product page that showcases, say, a sweater. A PLP is the listing pages of a brands collections of products (Category: Sweaters). When customers are checking out your PLP or PDPs, you have a high-intent buyer at your fingertips. The goal then is to guide them over the finish line, removing every bit of friction that could disrupt their buying experience. ### Make Product Comparison on PLPs Easy and Intuitive PLPs let customers compare products within defined categories (e.g., On Sale, Women’s Accessories), showing off the breadth of inventory. Product cards make up a PLP’s real estate, helping customers browse information about multiple, often related products. Laid out in a grid format, these product cards might include product images, pricing, the product name, and badges (e.g., On Sale, New, Best Seller, Limited Edition). These are the essential data points designed to motivate customers to add the product to their cart or click to the product detail page to get more information. #### Best Practices for Product Listing Page and Product Card Design - **Use high-quality media** to help users visualize the product in-use (e.g., multi-hover imagery, lifestyle, contextual, and product photography and video). - **Include prominent Add-to-Cart buttons** to capture high-intent moments. - **Use informative badges **to show value and quick facts at-a-glance but be cognizant of creating too much visual clutter. - **Offer user-friendly filters** to help customers navigate high volumes of SKUs based on the factors they value such as price, color, or size. For [Rothy’s](https://domaineworldwide.com/work/rothys/), we balanced creating a hyper-rich shopping experience, with a clean, modern, and on-brand design. Customers could shop how they prefer, with filters for size, color, pattern and availability. Each product card, meanwhile, showed both product and lifestyle images on-hover, pricing, size availability, and more, while quick “add-to-cart” buttons open up Shopify’s mini cart slider for seamless conversions. Mini carts or instant checkout, move customers directly to the cart to complete their purchase, but most shoppers click through to PDPs for deeper information. Which brings us to… ### Designing Immersive, Conversion-Focused Product Detail Pages PDPs enable customers to dig deeper into a single product, reviewing materials, colors, variants, use cases, warranty or care instructions, shipping details, and other information that factors into the purchasing decisions. Brand storytelling and trust building are front-and-center on PDPs. Customers can’t touch, try on, or interact with products online, so product detail pages must work harder to amplify perceived brand value and help customers make informed buying decisions. Incorporating subtle brand moments throughout your ecommerce site (like your commitment to vegan ingredients or sustainable materials) helps build connection with audiences in authentic ways while driving conversions. #### High Quality Media Matters Compelling high-quality media helps customers visualize themselves using the product; fueling emotional connection, excitement, and FOMO. Quality pays off here – high-quality photos have a [94% higher conversion rate](https://www.businessdasher.com/product-photography-statistics/#:~:text=Impact%20of%20Photo%20Quality%20on%20Conversion%20Rates%20%26%20Return%20Rate,-0%25&text=0%25-,High%2Dquality%20product%20photos%20had%20a%2094%25%20higher%20conversion,rate%20than%20low%2Dquality%20photos.&text=Pages%20featuring%20360%2Ddegree%20product,add%2Dto%2Dcart%20rates.) than low-quality images. As a Shopify agency, we recommend customers showcase multiple types of high-quality media, like images or explainer videos showing product in-use; zoom-in, at-scale, or 360-degrees around; in different colors or materials; or on different body or skin types. Brands can pull in TikTok or Instagram videos and other user generated content (UGC) to PDPs to help customers see themselves in the product. By leveraging mixed media or UGC images, brands can effectively show how a product looks on different people or environments. This approach removes the need for separate product shoots, offering a versatile and authentic representation of the products. #### Product Descriptions Build Trust and Excitement Product descriptions must be complete, answer common questions, and highlight benefits in simple, customer-friendly language. Short sentences and bullets make descriptions scanable, making it easier for the customer to consume information. Clear pricing, customer reviews, return policy information, and quality/security/industry seals work together to cement trust, put customers at ease, and motivate conversions. Brands can also add Shopify modules to upsell and cross-sell like “Pairs Well With” or “Complete the Look” to increase average order value. #### Best Practices to Increase Conversions on PDPs - **Create a rich media experience** to help customers visualize products in-use and get excited to buy (high resolution photography and videos). - **Optimize layouts and CTAs** to guide customers’ exploration, reduce visual clutter, and drive conversion. - **Provide detailed product information** to help customers feel comfortable making a purchase (while reducing returns). - **Bake in customer reviews, user-generated content, and social proof** to put customers’ at ease about how products look and act in real-life scenarios. - **Upsell and cross-sell **to increase average order value by showing additional, complementary products and making it easy to add-to-cart. Together, these PLP and PDP best practices motivate customers’ to buy – but you’re not done yet. Get customers over the finish line by optimizing your checkout cart experience. ## Elevating the Checkout Experience [Shopify](https://www.shopify.com/checkout) conversion rates outperform the competition by up to 36%. With Shopify Checkout, brands can enable Shop Pay, add express checkout, enable in-store pickup, display delivery times, offer different shipping methods, enable tips, add discounts and gift cards… the level of customization is nearly endless. And all of this custom design potential is mobile first and fully responsive. #### Shopify Checkout Design Best Practices - **Utilize a clean and simple experience** to guide customers through each step. - **Leverage visual cues** like progress indicators to drive the checkout process. - **Take advantage of itemized and dynamic cart** **features** to provide itemized information about each product (e.g., thumbnail image, product title, price), while giving customers control to dynamically remove or add items in real-time. - **Embed trust signals** like security badges or industry seals to boost customer confidence at checkout. - **Present customer service information** to make it easy for about-to-be-customers to get support. ## Designing for Conversion Gets Much Easier with the Right Partner Oftentimes, brands don’t have the in-house Shopify design expertise that can scale conversion rates. Partnering with a Shopify agency like Domaine can bring data-driven best practices, invigorating new design approaches and objective strategies that have are proven to result in what everyone in the room wants: conversions and revenue that scales. Ready to level up your ecommerce experience and your brand at large? [Let’s chat](https://domaineworldwide.com/studio/contact/). ### Replatforming from Magento to Shopify Plus: about Rosefield and Domaine Europe https://domaineworldwide.com/insights/technology/replatforming-from-magento-to-shopify-plus-the-rosefield-case/ Replatforming: surely every online entrepreneur’s nightmare. Migrating your whole business to another platform? You obviously do not want that, whatever the size of your company. So why do many e-commerce businesses willingly choose to switch platforms anyway? Christiaan Bekker, founder of Rosefield Watches has a thing or two to say about that. ![Rosefield Highlight 2](https://cdn.sanity.io/images/cxeknc6v/production/98a4ff58f0417fcb144b7c2c288b51676c779d92-1920x1080.webp?w=1600) “The simple answer is: re-platforming was the only viable option for Rosefield. With our previous platform, we had been experiencing problems since day one, and over the years they only got worse.” It already started with the launch, in April 2015. The influencers who posted pictures of his watches on Instagram immediately drove traffic to Christiaan’s brand new webshop – but also caused his site to crash within an hour. A disaster for a starting entrepreneur who just wants to sell watches, and doesn’t know anything about hosting and bandwidth and server load. “It makes you very insecure, I can tell you.” Rosefield tried everything, got the site back up again, but the pattern was set: from then on the site regularly crashed. There was always some issue or another. ### From crisis to crisis Christiaan: “As founder of a brand you can control a lot, but stuff like this is out of your hands. So if it doesn’t function well it causes tremendous frustration, because you don’t want to have to think about basic things like this. Especially this kind of core processes should just work.” But they didn’t, to his continuing frustration. Christiaan had no choice but to educate himself on technical matters, because the problems wouldn’t go away. He lost whole days on the phone with developers. If he wanted some new feature for the site it often couldn’t be done, ‘because that would take two more sprints’. All the time he spotted things on the website that didn’t work the way they were supposed to. But most nerve-racking was the continuous sense of apprehension: will the site stay up today, or is it going to be one big drama again? Rosefield reached breaking point during Black Friday Cyber Monday 2018. Despite all the extra measures taken to ensure enough server capacity, the website went down early in the day for 1.5 hours. The result: a lot of potential revenue down the drain, on the most lucrative day of the year. ![Rosefield double 1](https://cdn.sanity.io/images/cxeknc6v/production/7551ee0b1d99830fd1d6b16c362c6a3665deb512-1000x1000.webp?w=1600) ![Rosefield double 2](https://cdn.sanity.io/images/cxeknc6v/production/e5f350695cc41b036e175db0c3e29c2ba9a053a9-1000x1000.webp?w=1600) ### Customized spaghetti What went wrong? In hindsight, Christiaan has a hypothesis. Like many webshops, in its early days, Rosefield Watches ran on the open source platform Magento 1. Back then open source was still the standard in e-commerce platforms, at least in the Netherlands: Shopify already existed, but it was focused on Northern America. Open source e-commerce platforms such as Magento and WooCommerce are known for their adaptability: the customization options are endless. However, this is also thé big disadvantage of this type of platform. Every functional addition to your website makes the whole more unstable. Hence, you need experienced developers to make sure this is done well. “In principle, Magento is as good a platform as any,” says Christiaan; “but as a young brand, you often don’t have the means to have your website built by a Magento specialist - who will make sure to set up your store according to Magento best practices. So it happens that at a later point when you want to improve and scale your business, you inevitably run into structural errors that you need to work around all the time.” Until you arrive at the point where you can hardly change anything anymore without breaking things because it’s all intertwined. In Christiaan’s words: “Too much customization is a flaw. It becomes spaghetti.”. When you’ve reached that point, your business is being held hostage by your platform. Christiaan: “To get the functionality you need, you start doing things with the platform that it was never designed for. Your life is completely dictated by it, you keep spending tons of energy on it, and the costs keep soaring.” ### Migrate: but where? After Black Friday 2018 Christiaan went looking for another platform. He considered moving to Magento 2, the completely renewed successor to Magento 1. Because at that time Magento had already announced the end of life for Magento 1, he knew that a platform migration was inevitable for Rosefield anyway. But did he want to continue with open source, and with Magento? Because of his bad experiences Christiaan decided to look for other options as well. What were other brands in his market using? The sites of Gymshark and MVMT Watches caught his attention, both on Shopify Plus. When he learned that a substantial percentage of US webshops ran on Shopify, both small and really big brands such as Tesla, Redbull en Sephora, he invited a few development agencies over to discuss his options. “By then I had a strong preference for something that was simple, modular and scalable. A solution that took care of all the core processes in such a way that I didn’t have to check everything. I already have a million things to manage, those basic things should just run smoothly in the background. Stuff such as hosting – as an entrepreneur you shouldn’t even have to think about it.” ![Rosefield highlight 3](https://cdn.sanity.io/images/cxeknc6v/production/ee88c5832027e5da27f89c81c547af6896ca68e1-1920x1080.webp?w=1600) ### The pros and cons of Shopify With this wishlist a SaaS solution like Shopify became a viable option. During the pitch phase Domaine Europe presentation immediately drew Christiaan’s attention: “Bob’s first slide was a list of reasons why we should NOT want Shopify: revenue sharing, the rather limited possibilities regarding multi-currency and multi-language functionality, and a checkout you cannot customize.” Bob’s next few slides made clear why replatforming to Shopify would nonetheless be a sensible choice for Rosefield. With the end of life of Magento 1 drawing nearer, a platform change was coming anyway – and the stability, scalability and agile setup of Shopify matched very well with Christiaan’s wishes. What’s more, even with the mandatory revenue share Rosefield would be spending a lot less with Shopify: no hosting fees, no hassle with upgrades and security anymore, much less need for developers, and a considerably shorter setup phase. The pricing model of SaaS software, which takes a percentage of a site’s revenue, was never a big obstacle for Christiaan. “You don’t have that with Magento, no, but with them setup is very expensive and it costs a lot of time and money to maintain.” Shopify struck him as a much more modern solution. “It is abetter fit for current ways of thinking - your cost adapts to your revenue. The deal is: Shopify keeps a bit of your revenue, and in exchange you get a high-quality platform that doesn’t require much attention. And doesn’t force huge developers’ invoices on you.” Compromising a bit on flexibility was a conscious choice. “In the Shopify checkout there isn’t much room for customization, compared to Magento. And when you have multiple storefronts it feels quite inefficient that you can’t manage all your content in one place. But the really important stuff is very well taken care of.” ### Christiaan’s prognosis As we speak Rosefield has been running on Shopify Plus for a while, to their great satisfaction. Which is not to say Christiaan doesn’t see room for improvement, but his prognosis is that Shopify is aware of it too - and very likely to make important moves in the near future. Especially now that they are focusing more and more on the European market. “When I look at what Shopify sets out to do the coming period and what’s in the development pipeline, I’m thinking: as a company, you can’t outrun them. They are the specialists and they move a lot faster than you. To me, it looks like a very future-proof platform.” ### Foundation: Domaine’s Shopify Theme Framework Tailored for Complex, Enterprise Brands https://domaineworldwide.com/insights/technology/foundation-domaine-s-shopify-theme-framework-tailored-for-complex-enterprise-brands/ Foundation by Domaine is a Shopify theme framework built for enterprise brands. Fast, scalable, and flexible: your blueprint for the next version of your brand. ## A New Standard for Enterprise Shopify Builds No longer just a platform for startups, Shopify has released features to support the most ambitious enterprise brands. It has matured into a global commerce engine capable of powering multi-million-dollar storefronts. The challenge for these retailers is how to create a fast, flexible, and scalable storefront experience while retaining high brand fidelity and meeting key business requirements. That’s why we built Foundation. Foundation isn’t a theme. It’s a modular, opinionated Shopify framework purpose-built for brands with complex requirements that demand performance, accessibility, and operational efficiency at scale. For enterprise companies considering a Shopify replatform or redesign, Foundation represents the blueprint for building digital storefronts that not only launch faster but continue to evolve seamlessly as your business grows. ## Why We Built Foundation Shopify’s platform provides unmatched ecommerce solutions, but pre-built themes often don't live up to brands' needs. Here are the patterns we’ve noticed: - **Out-of-the-box templates** are excellent for getting up and running quickly, especially for emerging brands; however, large, complex teams might require more scalability. - **Headless or highly customized builds** offer tremendous flexibility, but they can also introduce more complexity and demand burdensome ongoing maintenance. For enterprise brands, the opportunity lies in bridging two worlds; combining the speed and accessibility Shopify is known for with the scalability and performance required at the enterprise level. That’s why we built Foundation. It grew out of our hands-on experience building for ambitious brands and was designed to solve the challenges of scale: reducing reliance on large app stacks, creating flexible yet consistent systems, and ensuring performance remains a competitive advantage. The Core Principles of Foundation At Domaine, we don’t treat “best practices” as a buzzword. Foundation is grounded in five clear engineering principles that guide every build: ### 1. Build for the Next Version of Your Brand Enterprise brands aren’t static. Campaigns evolve, assortments grow, and business models shift. Foundation’s architecture anticipates this by delivering systems that scale visually, technically, and operationally. From utility classes to component structure, every decision supports growth. ### 2. Make the Right Decision Early Technology decisions should be shaped by business needs, not shortcuts. Foundation is tightly integrated with Domaine’s Discovery process, ensuring that storefront architecture aligns with your marketing roadmap, customer journey, and operational goals. ### 3. Performance Isn’t Negotiable Site speed directly impacts conversion, particularly on mobile. Foundation is optimized to minimize JavaScript payloads, streamline code delivery, and eliminate unnecessary dependencies. Every dependency is vetted, every integration performance-tested. ### 4. Build Inclusively, Code Accessibly Accessibility and SEO aren’t afterthoughts; they’re baked into our workflow. Foundation is designed with WCAG compliance in mind, making storefronts more inclusive while boosting organic discoverability. ### 5. Lean into Shopify Not every challenge requires an app. Foundation leans into Shopify’s unmatched content features like Theme Blocks, Color Schemes, and reusable snippets to reduce bloat and empower merchants, limiting reliance on third-party plugins and the maintenance burden they introduce. ## What Makes Foundation Different Most frameworks promise speed. Few deliver the flexibility and long-term maintainability that enterprise brands need. Foundation stands apart in several critical ways: ### Modular by Design Foundation is a system of reusable components, utilities, and sections. Each module can be adapted and extended without rewriting from scratch. This leads to: - Faster time to market. - Easier handoffs to in-house teams. - Lower long-term maintenance costs. ### Enterprise-Grade Performance Unlike bloated themes, Foundation loads only the JavaScript required for visible sections. With smart caching strategies and selective loading, storefronts stay lean and resilient even under enterprise traffic loads. ### Built for Designers, Developers, and Marketers Foundation bridges the gap between creative intent and technical execution. - **Designers** get bold layout flexibility powered by Tailwind CSS and Figma-to-code workflows. - **Developers** get a consistent, maintainable codebase with documentation and scalable structure. - **Marketers** gain independence with Shopify-native tools, reducing reliance on developer queues. ### Native Shopify 2.0 Extensibility Foundation leverages the **full power of Shopify 2.0**, not as an afterthought but as its starting point. From metafields to custom sections, it empowers merchants to adapt quickly without complex re-architecture. ## Foundation in Action: Enterprise Proof Points Enterprise brands require more than promises. They need proof. Foundation was built specifically to address the recurring challenges of large-scale ecommerce. ### Problem: Bloated App Stacks Many enterprise storefronts rely on dozens of apps, creating fragile and slow storefronts. **Solution:** Foundation reduces dependency on third-party apps by solving natively within Shopify whenever possible. It builds in features like image filtering, BOPIS visibility, gift card purchasing, and more out of the box, meaning these don’t require starting from scratch. ### Problem: Rigid Theme Structures Scaling brands often fight against the limitations of off-the-shelf themes. **Solution:** Foundation’s modular architecture enables rapid experimentation and evolution, allowing brands to pivot without costly rebuilds. ### **Problem: Performance Bottlenecks** Slow load times crush conversion rates. **Solution:** Foundation’s obsession with performance—minimized payloads, audited dependencies, and optimized mobile experiences—ensures speed as a competitive advantage. ### Problem: Accessibility & SEO Neglect Many themes treat accessibility as optional. **Solution:** Foundation bakes accessibility and SEO compliance in from day one, helping brands reach wider audiences and rank higher in search results. ## Who Foundation Is For Foundation is purpose-built for growth-stage and enterprise brands that demand a robust, cohesive, and scalable solution, such as: - Brands replatforming from a headless solution that proved too costly or brittle. - Enterprises migrating to Shopify from legacy platforms like Magento, Salesforce Commerce Cloud, or Oracle ATG. - Ambitious DTC brands seeking a modern UX framework that grows with them, not against them. If your storefront has become a bottleneck instead of a business asset, Foundation is the framework designed to unlock your next stage of growth. ## Benefits for Enterprise Teams ### For Executives & Stakeholders - **Future-Proof Investment**: A storefront that evolves alongside your business. - **Reduced Total Cost of Ownership**: Less reliance on third-party apps and costly rebuilds. - **Proven Scalability**: Enterprise-ready architecture designed for high-traffic, global operations. ### For Marketing Teams - **Agility**: Launch campaigns, landing pages, and merchandising updates without bottlenecks. - **SEO/GEO Foundation**: Accessibility and technical SEO baked in, improving discoverability. - **Content Flexibility**: Shopify-native customization puts control back in the hands of marketers. ### For Developers & Designers - **Clean, Maintainable Codebase**: Documented, modular, and scalable. - **Design-to-Code Efficiency**: Tailwind CSS and Figma workflows speed iteration. - **Design Fidelity**: Structured design components lead to a consistent but flexible site that remains faithful to brand guidelines. ## Why Choose Domaine + Foundation Foundation isn’t just software. It’s the embodiment of Domaine’s experience building enterprise Shopify storefronts. By pairing our battle-tested framework with our team’s expertise, enterprise brands gain: - A proven blueprint for high-performance ecommerce. - A faster path to launch without sacrificing flexibility. - A storefront that grows stronger, not weaker, over time. ## Conclusion: The Next Version of Your Brand Starts Here In today’s competitive ecommerce landscape, enterprise brands can’t afford to compromise on performance, scalability, or maintainability. Shopify offers the platform, but Foundation unlocks its full potential for complex, enterprise-grade storefronts. Whether you’re redesigning your current Shopify storefront, replatforming from a legacy system, or simply tired of fighting against rigid themes, Foundation gives you the clarity, control, and scalability you need. At Domaine, we designed Foundation to move faster with our clients, not against them. It’s not just a framework, it’s the foundation for the next version of your brand. [Get in touch with our team today.](https://domaineworldwide.com/contact/) ### Domaine Joins Braze Alloys Partner Network https://domaineworldwide.com/insights/domaine-news/domaine-joins-braze-partner-network/ Domaine, the leading Shopify partner for global brands, announced that it has joined the Braze Alloys Partner Network as an official delivery partner. Customers can now seamlessly integrate their Shopify storefronts with sophisticated engagement tools to create cohesive, end-to-end brand experiences. Domaine, the leading Shopify partner for global brands, announced that it has joined the Braze Alloys Partner Network as an official delivery partner. By joining Braze Alloys, Domaine becomes part of a curated ecosystem of best-in-breed technology and delivery partners to help integrate, customize, and amplify customer engagement capabilities. This strategic alignment seamlessly brings together Domaine's expertise, which includes technology, marketing, strategy, and creative services, with Braze and its network of technology partners, enabling the delivery of highly personalized and effective brand experiences at scale. "We’re thrilled to join the Braze Partner Network, and expand how we differentiate brands at scale,” said Marko Bon, President of Domaine. “As AI continues to transform customer engagement, this partnership allows us to move beyond the storefront to help brands deliver smarter, more adaptive experiences across all channels. By combining our commerce and marketing expertise with Braze’s platform, we’re enabling deeper personalization and more meaningful customer relationships across every touchpoint." Domaine specializes in crafting high-conversion digital storefronts and marketing strategies for ambitious brands. By joining the Braze Alloys Partner Network, Domaine empowers its clients to move beyond transactional relationships; customers can now leverage Domaine’s** **deep technical integration expertise to ensure commerce data flows effortlessly into Braze, fueling real-time triggered journeys and sophisticated audience segmentation. This partnership further supports that the premium brand experience on the front-end of the site is extended throughout the entire customer lifecycle, driving higher lifetime value and more meaningful brand-to-consumer connections. “Domaine has built something genuinely differentiated in the Shopify ecosystem, and that's exactly the kind of partner we want in Braze Alloys,” said Ed McDonnell, Chief Revenue Officer of Braze. “Brands have been asking for a smarter bridge between commerce and engagement, and this partnership delivers it.” Braze is the leading customer engagement platform that empowers brands to Be Absolutely Engaging™. Braze helps brands deliver great customer experiences that drive value both for consumers and for their businesses. Built on a foundation of composable intelligence, BrazeAI™ allows marketers to combine and activate AI agents, models, and features at every touchpoint throughout the Braze Customer Engagement Platform for smarter, faster, and more meaningful customer engagement. From cross-channel messaging and journey orchestration to Al-powered decisioning and optimization, Braze enables companies to turn action into interaction through autonomous, 1:1 personalized experiences. **About Domaine: **Domaine is the leading Shopify partner for global brands, and specializes in large-scale migrations to Shopify and building unified commerce systems, grounded in award-winning experiential design. From mid-market to complex enterprise brands, Domaine connects strategy, creative, technology, and marketing to simplify operations and drive faster, scalable growth. [Get in touch with us today.](https://domaineworldwide.com/contact/) ### Shopify or Adobe Commerce (Magento): Choosing the Best Ecommerce Platform for Your Brand https://domaineworldwide.com/insights/commerce-insights/shopify-vs-adobe/ Compare ecommerce platforms, Shopify vs. Adobe Commerce (Magento) in our latest blog. Discover key differences in total cost of ownership & customization. For enterprise brands, the choice of ecommerce platform can make or break the business–impacting scalability, customer experience, and revenue. For larger brands, Shopify and Adobe Commerce (formerly Magento Commerce) are two heavyweight players. Let’s dive into how these two options compare. ## Pricing* Starting with the bottom line, here’s a high-level look at Shopify pricing and Adobe Commerce pricing: ### Shopify Pricing ![shopify pricing overview](https://cdn.sanity.io/images/cxeknc6v/production/e97b9b66de354db63e9696a81695dc07418b19e6-2880x680.jpg?w=1600) _Shopify’s Pricing Overview_ Shopify's pricing is straightforward; there are four main plans: Basic ($39/month), Shopify ($105/month), Advanced ($399/month), and Shopify Plus (custom pricing). These plans include hosting and security, making it easier for brands to budget. Additional costs might come from app integrations and transaction fees, but the core pricing is refreshingly transparent and simple – particularly for enterprise-grade brands. ### Adobe Commerce Pricing Adobe Commerce’s pricing is less clear-cut. It operates on a custom pricing model that varies based on your business needs, size, and scale. Expect to spend more upfront compared to Shopify on items like five-figure annual licensing fees, hosting, and maintenance. ### Total Cost of Ownership When evaluating the total cost of ownership (TCO) between Shopify and Adobe Commerce, there are more factors than just the upfront costs. TCO covers software licenses, hosting, development, maintenance, and ongoing operational expenses. Shopify offers a more predictable and lower-cost option. Adobe Commerce carries a significantly higher total cost of ownership due to its complex infrastructure and development needs. *All pricing subject to change. ## Customization At Domaine, we talk a lot about custom Shopify builds and what that means to our clients. Broadly, we frame customization through the lens of doing what it takes to help a brand fully own its ecommerce experience. What it doesn’t mean is that we build everything from scratch. That said, here’s a look at the customization capabilities between Shopify and Adobe Commerce. ### Shopify ![shopify app store homepage](https://cdn.sanity.io/images/cxeknc6v/production/687816b2c812bf1fbe595d2b07618145d4937dac-2880x1338.jpg?w=1600) _Shopify App Store Home Page_ Shopify is known for its variety of off-the-shelf themes and its [App Store](https://apps.shopify.com/) that features thousands of native integrations for functions such as marketing and conversion, store design, customer reviews and inventory notifications. Its drag-and-drop editor is intuitive enough that even those with little under-the-hood development experience can feel comfortable making edits and updates. But few brands – especially those at the enterprise level – want to use an out-of-the-box experience that any other brand can replicate. And that’s where, with the right development partner, Shopify can support fully customized ecommerce experiences that do more than just sell products and instead, drive brand stickiness and loyalty that delivers more customer lifetime value (LTV). One area where Shopify is somewhat restricted when it comes to customization is its checkout flow – **_and that’s on purpose_**. They’ve invested in significant [research and testing to optimize checkout](https://www.shopify.com/enterprise/blog/shopify-checkout), giving brands the most effective way to convert those carts. With that said, Shopify Plus users can still customize many aspects of checkout to match their brand and incorporate a myriad of extensions and custom validation rules to meet their business needs. ### Adobe Commerce With Adobe Commerce, customization is a requirement. This can be a benefit to brands that need a blank canvas to meet specific business requirements. It also means that working on the platform requires not just a from-the-ground-up custom build, but specific knowledge and expertise. Both platforms offer powerful customization and flexibility but in different ways. With Shopify, you can customize where it makes the most sense for your brand. With Adobe Commerce, you’re customizing from the start. ## Payments and Transaction Fees With any ecommerce platform, payment processors get a cut to process your customers’ purchases. Here’s the breakdown. ### Shopify Shopify features its own payment processor, Shopify Payments, while also allowing for third-party gateways. Using Shopify Payments means that there is nothing to integrate. For this basic plan, this amounts to 2.9% + $0.30 for domestic credit card transactions, 3.9% + $0.30 for international or American Express card sales, and 2.7% for in-store purchases. If you want to use a third-party payment provider, the fee is a flat 2% per transaction. Less than Shopify Payments? Yes. But brands need to balance that against the cost of integrating a third-party gateway. That said, transaction fees are _waived_ for all other payment methods used if Shopify Payments is the primary gateway. For enterprise-level brands, this is huge. And then there’s Shop Pay, Shopify’s accelerated checkout functionality fine tuned for conversion. Shop Pay lets brands increase conversions across multiple channels including its Shopify store, in the Shop app, Facebook, Instagram and Google. Brands that use Shop Pay see a conversion rate of up to 50% higher, compared to guest checkout. Plus, “buyers using the Shop app have a 9% higher repurchase rate.” Shop Pay is quickly becoming a standard expedited payment method that brands really can’t go without. ### Adobe Commerce Adobe Commerce does not charge transaction fees directly, but you’re free to use your preferred payment gateways such as PayPal and Stripe. This flexibility can feel beneficial on paper, but it’s important to note that those gateways have their own transaction fees that fall anywhere between 2% and 4%. Shopify’s transaction fee structure offers simplicity and predictability. With Adobe Commerce, you’re introducing more variables. ## Tech Stack The technology stacks of both products are robust and capable but can offer different benefits. ### Shopify Shopify has a frontend-friendly tech stack that doesn't require a tremendous amount of backend support. It’s a fully hosted, Ruby on Rails-based solution and uses a cloud-based infrastructure for scalability and security. Theme and checkout customization is very feasible for frontend developers, allowing developers familiar with JavaScript HTML and CSS to work with bleeding edge technology with which they’re already familiar. ### Adobe Commerce Adobe Commerce is a PHP-based, open-source or cloud solution that uses MySQL for database management that requires more technical expertise for hosting and maintenance. ## Security ### Shopify Shopify takes care of security with its built-in SSL certificate, PCI compliance, and regular security updates. Since it’s a hosted platform, Shopify manages most of the security aspects, reducing your risk of not only spotting vulnerabilities but fixing them too. ### Adobe Commerce With Adobe Commerce, security is partly the responsibility of the brand. While it provides features like SSL support and security patches, you need to ensure your hosting environment is secure. This requires more hands-on management compared to Shopify’s all-in-one approach. ## Third-Party Integrations ### Shopify Shopify boasts a vast [App Store](https://apps.shopify.com/) with thousands of integrations for various needs, from marketing tools to inventory management. Most apps are plug-and-play, and come with their own price tag. ### Adobe Commerce Adobe Commerce also supports numerous third-party integrations but often requires more complex setups. The open-source nature means you can integrate almost anything, but it might require more development work compared to Shopify’s streamlined app ecosystem. ## SEO Both Shopify and Adobe Commerce offer standard foundational search engine optimization (SEO) functionality: page titles and descriptions, WebP image format support, redirect creation, automatic sitemap generation, image alt tags, etc. Does using one platform or the other provide a search advantage? Unless you’re the Google algorithm, it’s tough to know for sure. It really comes down to a site’s content and performance. Brands that optimize for what their target audiences are searching and feature a fast and authoritative site will win. It is worth noting that since so much of Shopify exists within a single ecosystem and therefore may be able to deliver a faster, cleaner user experience– providing an SEO competitive edge. ## Innovation ![Shopify build awards 2024 auditorium](https://cdn.sanity.io/images/cxeknc6v/production/c3d98c41437a3b0421c79c2f187fa28ddd8d629b-2880x1338.jpg?w=1600) _Celebrating innovation at the Shopify Build Awards 2024._ New features. Product enhancements. Proprietary research. Documentation. Events. Experiments. Shopify has flipped ecommerce innovation on its head over the last few years. The reason why is simple: Shopify is solely focused on ecommerce. Adobe is focused on a lot of areas. Based on our own experiences here at Domaine, Adobe Commerce currently carries a good deal of technical debt in which short-term efficiency has taken priority over long-term sustainability. When it comes to ecommerce innovation that helps brands grow, Shopify is it. ## Why Shopify Might Be the Better Choice Shopify has emerged as the more attractive ecommerce platform for many businesses – and increasingly more so amongst mid-market to enterprise-sized brands. Its user-friendly interface, constant innovation, cohesive security, and extensive app marketplace make it a great choice. _(Contact form: Ready to make the move to Shopify?)_ ### Headless Commerce: When Should Brands Go Headed vs Headless? https://domaineworldwide.com/insights/technology/when-brands-should-go-headless/ Discover the key website architecture differences between headless commerce vs headed, and how brands on Shopify can decide the right path. As ecommerce brands scale, the question of architecture becomes critical. For some, the allure of headless commerce (greater flexibility, more control, lightning-fast performance) is too good to ignore. For others, the complexity of headless introduces more problems than it solves. So when is it the right time to go headless? And when should a brand stay headed, or even revert? At Domaine, we’ve worked with hundreds of enterprise and growth-stage Shopify merchants navigating this exact decision. Here’s our perspective. ## Why Do Some Enterprise Brands Choose a Headless CMS? ### Headed vs. Headless: What’s the Difference? A headed commerce setup keeps the front-end (what your customers see) and back-end (where data lives and business logic happens) tightly coupled. It’s simple, streamlined, and works out of the box, especially on platforms like Shopify. In a headless setup, the front-end and back-end are decoupled. You can build a custom front-end using any framework you want (like React or Vue), while still connecting to Shopify (or another platform) via APIs. This approach often offers more design and development freedom, but it also adds complexity. ## Domaine’s POV on Headless We’re not headless evangelists. And we’re not anti-headless either. We believe architecture should support your business goals, not the other way around. Headless makes sense for some brands, and for others, it’s an unnecessary detour. We help clients evaluate not just if headless is right, but when and how to make it work. ## When Does Headless Architecture Make Sense for a Brand? If your brand needs maximum flexibility, multi-channel content delivery, or is facing performance bottlenecks with traditional themes, headless may be the right move. Headless is most appropriate when a brand has outgrown Shopify's native capabilities or has very specific technical, performance, or editorial needs. It’s not a “next step” for every scaling brand. Because of this, Domaine also does not recommend moving to headless unless your brand has the right engineering team to support it. ### Benefits of Headless: - Custom UX/UI: Build anything without theme limitations. - Faster page speeds: Especially with modern front-end frameworks and CDN usage. - Omnichannel content delivery: Push content to multiple platforms (web, mobile, in-store screens). - Scalability: Handle spikes in traffic and complex backend logic with ease. **Example Scenarios:** - A lifestyle brand with heavy editorial content using a CMS like Contentful or Sanity. - A tech-forward retailer building progressive web apps or AR/VR experiences. - Multi-tenancy using a single frontend (multiple TLDs using a single Shopify instance) ## When Does Headless Architecture Not Make Sense? Headless isn't a shortcut to success. It’s an investment. And like any major tech investment, it comes with trade-offs. ### Downsides of Headless: - Timeline & Migration: Rebuilding your front-end takes time and requires deep technical skill. - Cost: Expect higher development and ongoing maintenance costs. - Complexity: More moving parts = more potential for bugs and slower updates. - “Performance” is not a guaranteed win: Hydrogen and other headless frameworks can perform _worse_ than traditional Shopify themes if poorly implemented. Shopify’s own 2.0 theme stack is incredibly performant out-of-the-box and often better supported. For many brands, especially those just hitting their stride on Shopify, staying headed means faster launches, lower costs, and simpler day-to-day management. ## Hydrogen: The Benefits of Shopify’s Headless Framework Enter Hydrogen, Shopify’s official front-end framework for headless commerce, paired with Oxygen, its globally distributed hosting layer. **Why Hydrogen Stands Out:** - Built for Shopify: Tight integration with Shopify APIs, cart, checkout, and storefront data. - Developer-friendly: Built on React and Vite, using modern development standards. - Fast performance: Out-of-the-box speed optimizations, server-side rendering, and caching. - Hosted on Oxygen: Seamless global hosting infrastructure managed by Shopify. **Ideal Use Cases:** - Brands wanting to go headless without reinventing the wheel. - Merchants needing Shopify-native tooling with more front-end flexibility. - Dev teams already working in React/Remix or modern JS frameworks. ## When Does It Make Sense to Use Hydrogen Over a Custom Build? Custom headless builds are powerful, but also heavy. Hydrogen strikes a balance. **Limitations of Hydrogen:** - Requires React expertise: It’s not plug-and-play for non-dev teams. - Less freedom than fully custom builds: It’s Shopify-optimized, not platform-agnostic. - Still maturing: While promising, Hydrogen/Oxygen are newer and evolving fast. **Benefits of Hydrogen:** - Faster time to market than full custom headless builds. - Lower total cost (especially with Shopify handling hosting). - Streamlined maintenance, deployments and updates through Shopify’s platform. If you’re on Shopify and want the benefits of headless without starting from scratch, Hydrogen offers a smart middle ground. ## How to Make the Migration to Shopify Moving to headless (or Hydrogen) is a strategic shift. It’s not just about code. It’s about rethinking how your ecommerce experience is architected. Here’s how Domaine approaches headless migration: 1. Technical Discovery: Audit your current stack, goals, and performance needs. 2. UX/UI Strategy: Reimagine the front-end without theme limitations. 3. Data & Content Mapping: Ensure product, customer, and content data flows properly. 4. Build & QA: Develop with performance and maintainability in mind. 5. Post-launch Optimization: Ongoing support, A/B testing, and performance tuning. Whether you're launching a headless storefront or moving back to a headed model for simplicity, the key is to align architecture with your growth goals, not just the latest trend. ## Common Misconceptions We Hear About Headless ### “Headless is the natural evolution” Not true. Headless is one of many architecture options. It’s not the inevitable next step. ### “Headless always improves performance” Only if implemented well, with caching, SSR, and minimal JS. Shopify’s native stack is usually better optimized by default. ### “We’ll move faster in headless” Often the opposite is true. Unless your team has experience in React and CI/CD, velocity will likely dip. ## Final Thoughts Choosing between headed and headless architecture is one of the biggest strategic decisions an ecommerce brand can make. And sometimes, the right answer isn’t obvious until you dig deeper into your goals, team structure, and long-term vision. At Domaine, we help ambitious brands navigate these choices with clarity, not hype. Whether you’re scaling with Shopify themes, exploring Hydrogen, or considering a full headless setup, we’re here to build the future of your ecommerce business, one smart decision at a time. ### Need help navigating headless vs. headed? [Get in touch with Domaine](https://domaineworldwide.com/contact/) to see how we can architect a solution that fits your growth stage. ### Ecommerce Platforms for Fashion Brands: Shopify vs Centra https://domaineworldwide.com/insights/commerce-insights/ecommerce-platforms-for-fashion-brands-shopify-vs-centra/ Choosing between Shopify and Centra is about more than features. This article explores how the two platforms compare in architecture, scalability, wholesale capabilities, and total cost of ownership to help fashion and lifestyle brands find the right fit for their growth ambitions. As fashion brands scale across markets and channels, ecommerce platform choice has become a strategic business decision rather than just a technical one. Brands today are balancing direct-to-consumer growth, wholesale operations, retail expansion, international selling, and increasingly high customer expectations, all while managing complex product catalogs and maintaining a strong brand experience. We explore these pressures in more depth in [The Modern Fashion Brand's Considerations](https://domaineworldwide.com/insights/commerce-insights/the-modern-fashion-brands-considerations/). Against this backdrop, Shopify and Centra have emerged as two well-known platforms for modern fashion commerce. Shopify powers many of the world’s largest fashion and lifestyle brands through its managed SaaS ecosystem, while Centra positions itself as a commerce platform built specifically for fashion brands with composable and wholesale-focused capabilities. Although both platforms support modern ecommerce operations, they differ significantly in architecture, operational model, extensibility, and approach to international growth. This article provides a high-level comparison of Shopify and Centra for fashion and lifestyle brands, informed by Domaine's work with [100+ fashion brands](https://domaineworldwide.com/work/industries/fashion-and-apparel). For a more detailed breakdown of platform architecture, total cost of ownership, scalability, wholesale workflows, and international commerce considerations, you can download our full whitepaper. **Download the Comparison Whitepaper** — [Get Your Copy](https://domaineworldwide.com/comparing-shopify-and-centra-for-fashion-brands/) ## Platform Overview & Architecture Differences Shopify and Centra both support modern ecommerce operations, but they are built on fundamentally different philosophies. Shopify is a fully hosted, end-to-end commerce platform designed to reduce operational complexity. It provides a managed infrastructure where hosting, scaling, security, and performance are handled by the platform. It combines this with strong extensibility through APIs, apps, and its headless framework (Hydrogen and Oxygen), allowing brands to start simple and scale into more complex setups over time. In contrast, Centra is a composable, API-first platform designed specifically for fashion and lifestyle brands. It provides deep control over product data structures, wholesale workflows, and multi-market setups. Instead of offering a managed ecosystem, Centra enables brands to assemble their own stack across CMS, search, frontend, and other commerce components. That said, complex fashion catalogs are well within reach on Shopify too. Read how we approached size and fit in [Finding the Right Fit with FRAME](https://domaineworldwide.com/insights/commerce-insights/finding-the-right-fit-with-frame/). In short: - Shopify prioritizes managed scalability and operational simplicity - Centra prioritizes flexibility and full architectural control ## Speed of Development & Time to Market Shopify typically enables faster implementation and shorter time-to-market. Its ecosystem, prebuilt functionality, and standardized development patterns make it easier to launch new stores or execute replatforming projects quickly. [KARL LAGERFELD](https://domaineworldwide.com/work/karl-lagerfeld/), for example, migrated from Salesforce Commerce Cloud to Shopify in just 6.5 months, with 35 markets and eight languages consolidated into a single store. Centra offers more flexibility through its composable architecture, particularly for brands that require highly specific catalog structures or multi-market setups. However, this comes with longer implementation timelines and more ongoing technical responsibility. ### Scalability, Market Reach & Performance Shopify provides strong global scalability through its distributed infrastructure, cross-border tooling, and extensive international partner network. This makes it well suited for brands planning expansion beyond Europe. Centra performs particularly well within European markets, where complexity around sizing, pricing, VAT, and localisation is often higher. But European brands are scaling successfully on Shopify too. Swiss outdoor apparel brand [namuk](https://domaineworldwide.com/work/namuk/) saw a 25% lift in conversion after migrating from Magento, while [Moose Knuckles](https://domaineworldwide.com/work/moose-knuckles/) now serves North America and Europe in English, French, and German from a single Shopify storefront. For brands with near-term international ambitions outside Europe, Centra may require additional integration effort compared to Shopify’s more out-of-the-box global capabilities. ### Wholesale, Omnichannel, & Business Model Fit Centra offers strong native B2B wholesale capabilities through its showroom module. This is especially relevant for fashion brands working with seasonal collections, pre-order cycles, and structured retail partnerships. Shopify supports a more unified model where DTC, wholesale, and physical retail can be managed from a single admin. With Shopify POS, [native B2B features](https://domaineworldwide.com/insights/technology/shopify-b2b-features-now-available-across-all-plans/), and omnichannel tooling, brands can operate multiple revenue streams within one system. In short, Centra is often well suited for wholesale-led European fashion brands, while Shopify tends to fit brands balancing DTC, wholesale, and retail growth in parallel. ### Total Cost of Ownership & Long-Term Efficiency Total cost of ownership depends heavily on how each platform is implemented. Shopify consolidates many core capabilities into a managed SaaS model and benefits from a large app ecosystem. This reduces the need for custom development and helps streamline long-term operational costs. Centra’s composable setup allows for highly tailored solutions, but typically requires more development effort and ongoing integration management. While this can deliver strategic flexibility for technically mature organisations, it also increases operational responsibility. For many brands, Shopify offers a more predictable and cost-efficient operating model, while Centra provides more control at the expense of higher long-term ownership. ## Choosing the right platform Shopify and Centra represent two distinct approaches to modern fashion ecommerce, each aligned with different types of brands and operating models. Shopify is built for scalability, speed, and operational simplicity within a managed ecosystem. It enables fashion brands to innovate quickly, expand and succeed in global markets, and reduce the technical and operational overhead. Centra, in contrast, is built for control, structure, and fashion-specific complexity through a composable architecture. It’s best suited for European fashion brands with more complex wholesale and DTC operations. Ultimately, the right choice depends less on features and more on operating model: how a brand wants to structure its commerce ecosystem, how much technical ownership it is willing to take, and how quickly it needs to scale. Comparing other platforms too? Read our breakdowns of [Shopify vs Salesforce Commerce Cloud](https://domaineworldwide.com/insights/commerce-insights/shopify-vs-sfcc/) and [Shopify vs Adobe Commerce](https://domaineworldwide.com/insights/commerce-insights/shopify-vs-adobe/). And for a broader view of what drives growth in fashion, download our [Fashion & Apparel Ecommerce Growth Playbook](https://domaineworldwide.com/fashion-and-apparel-ecommerce-growth-playbook/). ### 7 examples: How leading e-commerce brands are navigating changing tariffs https://domaineworldwide.com/insights/commerce-insights/7-examples-how-leading-e-commerce-brands-are-navigating-changing-tariffs/ For European brands expanding internationally, tariffs have become part of the landscape. They're no longer short-term obstacles, they’re shaping decisions about where to invest, how to grow, and how quickly to move. The rising costs make headlines. But the real impact is strategic. Tariffs are revealing which businesses are equipped to adapt, and which are struggling to keep up. ### Why tariffs show more than your strategy deck ever will Tariffs put theory to the test. They expose the limits of your supply chain. They show how quickly your team can respond and how committed you really are to international growth. The brands pulling ahead aren’t waiting. They’re shifting production, exploring new markets, and continuing to invest, rather than only protecting what they have. ### What’s changing behind the scenes Beyond the headlines, there’s a broader shift in mindset. Brands are learning that staying visible in the US matters, even during uncertainty. Stepping back creates opportunities for competitors. Winning back customers later is harder than staying top of mind now. The most prepared teams are analysing exposure carefully. They know which products are tariff-sensitive and use that knowledge to guide pricing, logistics, and marketing. In this environment, flexibility is key. Brands that can pivot quickly, by adjusting markets, logistics, or formats like hybrid DTC and B2B, are better positioned to handle the volatility. ### How leading E-Commerce brands are responding to the US tariffs 1. [🇩🇪 Birkenstock: Building on vertical integration](https://www.code.digital/blog/how-ecommerce-brands-are-navigating-changing-tariffs?__hstc=53161207.e6869e351111559335355807bf95a38a.1773127475778.1773225179951.1773238158173.11&__hssc=53161207.14.1773238158173&__hsfp=5549c56e04bdef9f44530a3ac3e55c03&_gl=1*1pjklkn*_gcl_au*MTUxNzAwMDgwNC4xNzczMTI3NDM1*_ga*ODk2NTExNTk3LjE3NzMxMjc0MzU.*_ga_8S7N4JJCYV*czE3NzMyMzgxNTckbzEwJGcxJHQxNzczMjM4NDEwJGo1MyRsMCRoMA..#Birkenstock) 2. [🇫🇷 Lafaurie: Expanding with focus](https://www.code.digital/blog/how-ecommerce-brands-are-navigating-changing-tariffs?__hstc=53161207.e6869e351111559335355807bf95a38a.1773127475778.1773225179951.1773238158173.11&__hssc=53161207.14.1773238158173&__hsfp=5549c56e04bdef9f44530a3ac3e55c03&_gl=1*1pjklkn*_gcl_au*MTUxNzAwMDgwNC4xNzczMTI3NDM1*_ga*ODk2NTExNTk3LjE3NzMxMjc0MzU.*_ga_8S7N4JJCYV*czE3NzMyMzgxNTckbzEwJGcxJHQxNzczMjM4NDEwJGo1MyRsMCRoMA..#Lafaurie) 3. [🇮🇹 Zegna Group: Staying consistent under pressure](https://www.code.digital/blog/how-ecommerce-brands-are-navigating-changing-tariffs?__hstc=53161207.e6869e351111559335355807bf95a38a.1773127475778.1773225179951.1773238158173.11&__hssc=53161207.14.1773238158173&__hsfp=5549c56e04bdef9f44530a3ac3e55c03&_gl=1*1pjklkn*_gcl_au*MTUxNzAwMDgwNC4xNzczMTI3NDM1*_ga*ODk2NTExNTk3LjE3NzMxMjc0MzU.*_ga_8S7N4JJCYV*czE3NzMyMzgxNTckbzEwJGcxJHQxNzczMjM4NDEwJGo1MyRsMCRoMA..#zegna) 4. [🇨🇭 Swiss watchmakers: Quiet adjustments](https://www.code.digital/blog/how-ecommerce-brands-are-navigating-changing-tariffs?__hstc=53161207.e6869e351111559335355807bf95a38a.1773127475778.1773225179951.1773238158173.11&__hssc=53161207.14.1773238158173&__hsfp=5549c56e04bdef9f44530a3ac3e55c03&_gl=1*1pjklkn*_gcl_au*MTUxNzAwMDgwNC4xNzczMTI3NDM1*_ga*ODk2NTExNTk3LjE3NzMxMjc0MzU.*_ga_8S7N4JJCYV*czE3NzMyMzgxNTckbzEwJGcxJHQxNzczMjM4NDEwJGo1MyRsMCRoMA..#swiss) 5. [🇺🇸 Keen Footwear: holding prices, supporting relationships](https://www.code.digital/blog/how-ecommerce-brands-are-navigating-changing-tariffs?__hstc=53161207.e6869e351111559335355807bf95a38a.1773127475778.1773225179951.1773238158173.11&__hssc=53161207.14.1773238158173&__hsfp=5549c56e04bdef9f44530a3ac3e55c03&_gl=1*1pjklkn*_gcl_au*MTUxNzAwMDgwNC4xNzczMTI3NDM1*_ga*ODk2NTExNTk3LjE3NzMxMjc0MzU.*_ga_8S7N4JJCYV*czE3NzMyMzgxNTckbzEwJGcxJHQxNzczMjM4NDEwJGo1MyRsMCRoMA..#keen) 6. [🇸🇪 Lisa Yang: Adapting operations to protect margins](https://www.code.digital/blog/how-ecommerce-brands-are-navigating-changing-tariffs?__hstc=53161207.e6869e351111559335355807bf95a38a.1773127475778.1773225179951.1773238158173.11&__hssc=53161207.14.1773238158173&__hsfp=5549c56e04bdef9f44530a3ac3e55c03&_gl=1*1pjklkn*_gcl_au*MTUxNzAwMDgwNC4xNzczMTI3NDM1*_ga*ODk2NTExNTk3LjE3NzMxMjc0MzU.*_ga_8S7N4JJCYV*czE3NzMyMzgxNTckbzEwJGcxJHQxNzczMjM4NDEwJGo1MyRsMCRoMA..#Lisa-Yang) 7. [🇫🇷 Sézane: Honest communication](https://www.code.digital/blog/how-ecommerce-brands-are-navigating-changing-tariffs?__hstc=53161207.e6869e351111559335355807bf95a38a.1773127475778.1773225179951.1773238158173.11&__hssc=53161207.14.1773238158173&__hsfp=5549c56e04bdef9f44530a3ac3e55c03&_gl=1*1pjklkn*_gcl_au*MTUxNzAwMDgwNC4xNzczMTI3NDM1*_ga*ODk2NTExNTk3LjE3NzMxMjc0MzU.*_ga_8S7N4JJCYV*czE3NzMyMzgxNTckbzEwJGcxJHQxNzczMjM4NDEwJGo1MyRsMCRoMA..#Sezane) ### 🇩🇪 Birkenstock: Building on vertical integration Birkenstock, the well-known German footwear brand, has kept expanding in the US, even as new tariffs threaten higher prices for American consumers. With 95% of its production in its own German factories, Birkenstock maintains strong control over its supply chain. So far, they’ve: - Continued their US expansion - Focused on long-term brand loyalty This approach reflects confidence in their value and in their ability to manage through tariff-related challenges. Source: [Reuters](https://www.reuters.com/business/retail-consumer/german-birkenstocks-beer-riesling-wine-caught-us-tariff-crosshairs-2025-04-11/) ### 🇫🇷 Lafaurie: Expanding with focus Lafaurie, a Paris-based menswear brand led by brothers Théo and Pablo Lafaurie, recently opened its 14th store in France while expanding internationally. In 2024, US revenue rose by 50%. Despite uncertainty, they’re not stepping back. Instead, they’re adapting operations and investing further in the US, while also exploring growth in the Asia-Pacific region. “We really have a dedicated and loyal US customer base,” says Pablo, Lafaurie’s CEO. The team remains confident in the US market and is prepared to make operational changes if needed, whether that means adapting logistics or adjusting fulfilment. “We’ll do what we need to do,” he adds. “But we’ll continue to invest in the US market, because it’s growing so well for us.” Source: [Vogue Business](https://www.voguebusiness.com/story/fashion/how-menswear-label-lafaurie-is-carving-out-space-in-paris) **→ For brands considering a similar shift, it’s worth understanding the operational implications of cross-border e-ommerce.** [**This article about common cross-border mistakes**](https://www.code.digital/blog/expanding-e-commerce-internationally-avoid-these-rookie-cross-border-mistakes) **breaks it down.** ### 🇮🇹 Zegna Group: Staying consistent under pressure The Zegna Group is holding firm. With a focus on DTC, Italian manufacturing, and pricing discipline, they remain committed even with a 10% tariff increase on the horizon. Their approach? No sudden changes. They’re sticking with “Made in Italy,” making only modest pricing adjustments if needed. “We’re not seeing disruption in demand,” said CFO Gianluca Tagliabue. “If anything, the reaction to our latest collections has been positive, especially in the US.” Source: [Vogue Business](https://www.voguebusiness.com/story/companies/solid-dtc-sales-help-to-offset-wholesale-slump-at-zegna-group) ### 🇨🇭 Swiss watchmakers: Quiet adjustments When the US introduced a 10% tariff on Swiss imports, watchmakers responded thoughtfully. Brands like Rolex and Omega made small price increases and monitored customer response. Others, like H. Moser & Cie, moved inventory early in anticipation of further changes. The response overall has been calm and strategic. Source: [GQ](https://www.gq.com/story/watch-prices-increasing-tariffs-rolex-omega-cartier) ### 🇺🇸 Keen Footwear: holding prices, supporting relationships Keen Footwear, a U.S. family-owned brand, is choosing not to pass on new import tariffs to customers in 2025. With a diverse supply chain spanning the U.S., Dominican Republic, Thailand, and Asia, the company is well-positioned to absorb the impact. Founder Rory Fuerst summed it up: “Supporting retail partners and customers through uncertainty is part of the brand’s responsibility”. Source: [Keen Footwear](https://www.keenfootwear.com/blogs/keen-blog/standing-firm-on-tariffs) ### 🇸🇪 Lisa Yang: Adapting operations to protect margins Faced with a 145% tariff on Chinese yarn, Swedish cashmere brand Lisa Yang saw a 30–40% impact on margins. Instead of scaling back, they opened a US distribution centre to ease the tax impact. It’s a practical move that helps maintain price competitiveness without cutting corners. “We could increase our prices a million times and still make a loss,” says CEO and co-founder Samuel Stenberg. Source: [Vogue](https://www.voguebusiness.com/story/consumers/as-brands-grapple-with-tariffs-is-us-distribution-worth-the-investment) ### 🇫🇷 Sézane: Honest communication Rather than wait and hope for the best, Paris-based fashion brand Sézane took a direct approach: they let their US customers know that tariffs might soon limit what’s available on the site. In an email sent to their US audience, Sézane warned that some items “may no longer be available on our US site in the coming days” due to incoming tariffs. The message was simple: if something’s on your mind, now’s the time to order. It wasn’t dramatic, and it wasn’t salesy. It was honest. The brand didn’t play games with pricing or push a false sense of urgency, they just gave their customers the facts and the space to decide. Source: [Financial Times](https://www.ft.com/content/fdaafc6d-1709-4483-aafe-f5c6fb99926d) ### 4 strategic responses to tariffs for e-commerce brands Most e-commerce businesses respond in one of four ways: 1. **Absorb**: Take the margin hit to protect pricing. It might work short-term, but it’s tough to sustain. 2. **Relocate**: Move production or fulfilment closer to key markets. It takes investment but adds resilience. 3. **Pass-through**: Raise prices carefully while reinforcing your value. This works if customers truly believe in what you offer. 4. **Accelerate**: Treat tariffs as a push to grow smarter. It’s high risk, but it can pay off. You can’t do them all. Choose a path, commit, and act decisively. **→ If you’ve decided relocation or acceleration is your move, make sure your tech setup can handle it.** [**Here’s a practical look at Shopify’s international selling options**](https://www.code.digital/blog/selling-internationally-with-shopify-what-are-your-options) **that could help you scale smartly.** ### Tariffs test operational readiness This isn’t just about import fees. It’s a test of how well your business can respond to change. Stronger operations mean faster adjustments. A more diverse market and supply chain reduce risk. Clear goals help you act with confidence. Tariffs aren’t stopping growth, they’re exposing who’s prepared for it. ### Staying ahead as a brand There’s no waiting period. The brands that are adapting aren’t holding back. They’re moving deliberately, even without perfect conditions. **The real question isn’t how to avoid tariffs. It’s how do you build a business that grows, even when the rules shift?** ### Headless Commerce on Shopify: Maximize your performance with Hydrogen https://domaineworldwide.com/insights/technology/headless-commerce-on-shopify-maximize-your-performance-with-hydrogen/ It is impossible to have missed the Headless hype circulating in the e-commerce world for the last few years. More speed, conversion and revenue sounds like music in your ears, right? However, going headless is a decision you should only make well-informed, so we're glad you found this blog! In 2023, Shopify has made significant strides in building a truly competitive headless e-commerce architecture: Hydrogen. In this blog, we’ll dive into the details of going headless with Shopify. Wouter (CEO) and Remco (Senior Frontend developer) talk you through the considerations and tell you what you need to know so you can rest assured you are choosing a solid, future-proof setup that will help you maximize your e-commerce potential. ![headless](https://cdn.sanity.io/images/cxeknc6v/production/fe641d8dd29f96a370d93f54a15645d87647c435-1294x1800.webp?w=1600) ## What to expect in this blog... - What is Headless Commerce? - Headless with Shopify: Hydrogen and Oxygen - 4 reasons to choose Headless Commerce - Making the headless business case: calculating your ROI - What are the costs of a headless build on Shopify? - Checklist: What e-commerce brands are best suited for a headless build on Shopify? - Implementing Headless Commerce on Shopify with Domaine Europe ### What is Headless Commerce? For those of you who need a recap: headless commerce means bypassing any limitations of your e-commerce platform by decoupling the front-end from the back-end, making it able to replace the front-end with another framework. This offers you a lot of flexibility in design, while still being able to use the functionality of the backend where needed. What is more - and this is THE big advantage of headless architectures if you ask us - going headless will mean a big improvement in terms of loading speed and performance. Why is this important? Because, as everyone in e-commerce knows: more speed equals more conversion equals more revenue. Improving your store’s conversion with as little as 0,1% can translate into a lot more sales. That speed comes at a cost, though. As Wouter explains it: “Think of going headless as buying a Ferrari. The car itself is expensive, and if you want to keep up with the competition you will need mechanics to service it. It’s not wise to go headless if the investment won’t pay itself back, if you don’t need this kind of speed or if you can’t afford the maintenance.” ### Headless with Shopify: Hydrogen and Oxygen Still, headless is the pinnacle of e-commerce performance. And Shopify is becoming a major player in making headless architectures more mainstream. With the launch of [Hydrogen and Oxygen in 2022](https://www.shopify.com/editions/summer2022#hydrogen-oxygen), Shopify introduced their own React-based headless commerce stack (Hydrogen) and their own hosting platform (Oxygen), which offers Shopify merchants a way to go headless without the risks that came with a homegrown headless setup, like framework maintenance and agency lock-in. With Hydrogen and Oxygen, the code base is continuously maintained and updated by Shopify itself. This guarantees compatibility with the Shopify backend at all times, and significantly reduces costs associated with maintaining a headless architecture (like framework updates regarding performance and security, hosting maintenance, SEO optimizations and making sure your Shopify analytics are correct). This makes adopting a headless strategy feasible for a broader range of brands. ![Headless blog](https://cdn.sanity.io/images/cxeknc6v/production/25a08c67130bbad0c432b161bd73cc7e2debbb65-2000x994.webp?w=1600) ### Hydrogen powered by Remix as your headless toolkit Shopify launched Hydrogen and Oxygen in Summer 2022, and made continuous improvements ever since. Most importantly: Shopify acquired [Remix](https://shopify.engineering/remix-joins-shopify), a superfast, best in class web framework, and used it to upgrade the engine of Hydrogen. Remix has a reputation for having a brilliant team that has produced a truly elite framework for developers with stunning performance. It’s an all-in-one solution that makes building web applications faster, easier, and more efficient. With this smart move, Shopify has pushed its headless solution to the enterprise level. So, in 2025 the tech stack for headless architectures with Shopify looks like this: - **Back-end**: Shopify (Plus); - **Front-end**: Hydrogen as the headless framework, maintained by Shopify; - **Content management**: A third-party, API-based CMS, like Builder.io, Storyblok, Contentful and Sanity; - **Hosting**: Oxygen as the hosting and deployment platform, also maintained by Shopify. We always aim to stay as close to Shopify as possible, and with this tech stack we feel that we can now offer our clients a future-proof headless solution. ### 4 reasons why to choose headless commerce **1. Site speed** Wouter: “In theory, a traditional (Liquid) store can do everything that headless can do. But a headless architecture allows for a much faster front-end, which can result in an increased conversion rate”. **2. Content flexibility** For merchants who want full control over their website and content, going headless can be a great solution. However, losing the convenience of Shopify’s "Sections Everywhere" can be a concern. Fortunately, headless CMS options like Builder.io offer similar functionalities. For enterprise clients with large setups, Contentful, Sanity or another headless CMS solution can provide the control they need to manage content across multiple (language) stores. Headless CMS solutions excel in this area, giving merchants the flexibility and control they need to create customized and localized online experiences. **3. Engineering velocity** Not only will your front-end be faster, with headless it will also be easier and faster to integrate new tech, enabling you to quickly jump onto consumer trends and continuously innovate. Senior Frontend developer Remco explains: “Anything that has an API can be theoretically connected to Shopify - but it will be easier and better integrated in a headless setup. If you can achieve what you want with a few apps from the Shopify app store, then stay with Liquid, because the extra cost will probably not be worth it. But if your brand uses an ERP, a legacy loyalty system, a PIM, a WMS, you name it: then integrating it all with Liquid becomes more complex and cumbersome. As is the case with offering a seamless omnichannel experience.” **4. Development capacity** Finally, something to keep in mind is the fact that headless architectures are often based on React. Remco: “React is the holy grail for many developers. While Liquid is a bit of a niche language, most developers know about modern web development and tools like React. Hence, if your brand wants to roll out twenty ‘classic’ Shopify storefronts in one go, it might be a tad difficult to do that on short notice because developers specialised in Shopify and Liquid are relatively scarce. You will be more flexible when you make those storefronts headless and have them built by React developers.” ### Making the headless business case: calculating your ROI Like we mentioned before, page speed is the main USP of going headless. Wouter: “With Liquid our developers get loading speeds down to, say, 2 seconds. With headless it goes down to 1.2, 1.3 seconds or even subsecond (>40% speed increase). That might sound negligible but it feels much faster, especially with feature-rich sites that have product configurators and whatnot. You can build feature-rich shops that still feel very crispy. This is much harder to achieve with a liquid setup. You should try it out for yourself with Shopify’s demo site. It’s a totally different experience.” [**→ Check out Shopify’s Hydrogen demo store here 🏎**](https://hydrogen.shop/) All that speed opens up a lot of room for truly unique user experiences. But it’s important to consider the balance between cost and speed. Let’s look at the e-commerce revenue formula to see how we can analyse this: **Revenue = Traffic * Conversion Rate (CR) * Average Order Value** The pagespeed increase leads to an increase in CR, which gives you a direct revenue gain with that same factor. So, imagine you increase the CR from 1,0% to 1,1%; this means a 10% increase in revenue: **Revenue gain headless = Revenue * CR increase %** If you then multiply this with your profit margin (accounting for the direct product, logistics, marketing and sales costs) you will get the benefits of going headless (regarding pagespeed). **Benefit of going headless = Revenue * CR increase % * Profit Margin %** For example, with €1M annual revenue and an CR increase and Profit Margin of 5% and 25% respectively, you get: **Benefit of going headless = €1M * 5% * 25% = €12,5k a year** Obviously, this is not enough revenue gain to balance the extra costs of going headless. But with higher revenues and a bit higher increase of CR of 10% (eg. when you migrate a slow feature-rich shop to headless), things start to look a lot sunnier: **Benefit of going headless = €50M * 10% * 25% = €1,25M a year** This illustrates that going headless is not for everyone. You need a certain revenue level to balance out the extra costs, but then it can make real sense. ### What are the costs of a headless build on Shopify? The costs of (re)building a headless store on Shopify highly depend on your needs. This is influenced by elements like the complexity of your architecture, the feature-richness of your site, and your design. If you're interested to receive a quick assessment and bandwidth for your situation, [**please fill out our contact form**](https://www.code.digital/contact). ### Checklist: What e-commerce brands are best suited for a headless build on Shopify? So what type of brands would benefit from a headless setup with Hydrogen, and when is it best to stick with a ‘traditional’ Shopify store? We would love to help you find out if headless is the way to go for your brand. Do you tick one of these boxes? Then we believe it’s worthwhile to investigate a headless setup: - **You are a large, established brand at (or approaching) enterprise level;** - **You see enough conversion improvements from fast loading speeds to cover the cost of building and maintaining a headless setup;** - **You want to offer feature-rich storefronts with a spectacular user experience but maintain excellent performance;** - **You want to offer your customers a seamless omnichannel experience;** - **You need to integrate your e-commerce platform with a complex tech stack that changes frequently;** - **You have complex, multi-language, international storefronts and require efficient content management;** - **You need a high engineering velocity and don’t want to be dependent on the availability of Shopify developers.** What would we advise e-commerce brands who are considering headless? Remco: “If there was ever a good moment to jump on the headless trend, that moment is now. Going headless enables businesses to leverage the latest technologies and design trends, to create an e-commerce experience that stands out in a crowded market. Domaine Europe can help you step into headless at the highest possible level." ### Implement headless Commerce on Shopify with Domaine Europe Do you feel confident headless page speeds and the additional flexibility make a real difference for your brand’s revenue? Then your next step is to find a reliable Shopify (Plus) agency that can build and maintain your headless store for you. We've been deep-diving into building headless with Shopify's Hydrogen and we're now ready to help e-commerce brands build and scale their headless stores. As our current clients know, Domaine Europe never builds a store from scratch. We work from our own Domaine** Base Theme (CBT)**, which has all our years of experience and best practices poured into it and is built to the highest standards. Our new Domaine Base Theme seamlessly integrates with Shopify's React-based Hydrogen and Oxygen technologies and is designed to receive frequent updates from Shopify. This means you can stay ahead of the curve with the latest innovations and features without the hassle of having to maintain your own headless setup. Headless can give you the speed, flexibility and innovation power you need to achieve your goals and outperform your competition . **** ### Omnichannel shopping made easy with Shopify POS https://domaineworldwide.com/insights/technology/omnichannel-shopping-made-easy-with-shopify-pos/ Does your brand have an offline sales channel? If not, you might want to set one up - or if you already have one, give it some extra attention. Why? Because offline shopping is far from dead, as some pundits would have us believe during the e-com boom of the pandemic. Brands like Oger, DOUXE, Filling Pieces and PADELSTORE.com successfully ignored these predictions and are running thriving brick-and-mortar stores - each of them powered by Shopify POS, a point-of-sale system that enables the blended shopping experience post-pandemic consumers expect. ### The new offline: hybrid shopping According to Shopify’s 2023 Commerce Trends Report, it’s precisely because of the lockdowns and restrictions of the pandemic that customers now crave a physical space and a personal approach to connect with your brand. At the same time, they have gotten used to the speed and ease of online shopping - and expect the same from your physical store. What is more, today’s consumers think nothing of jumping between channels. They see something they like in your brick-and-mortar store, don’t buy it, regret that decision as soon as they get home and then decide to order it in your webshop, quickly before dinner starts. Spotting additional colours in the webshop, they add the same item in a different colour to their cart. Receiving the order the next day they keep one colour, intend to return the other in-store, and while there decide to exchange it for another item they like. To cater to these emerging expectations and shopping habits, your offline store needs to blend seamlessly with your online store. How do you achieve that? By using Shopify POS: Shopify’s own point-of-sale app that integrates your physical sales channels with the rest of your business. ### What is Shopify POS? A point-of-sale app is an app you install on any mobile device (usually a tablet, but a smartphone works fine too) with which you can receive and manage payments in person. It can handle many payment methods, including cash, depending on the hardware you connect (usually a payment terminal, sometimes also a cash drawer). POS systems are currently widely used in restaurants and cafes. In recent years, platforms like Shopify have also embraced POS systems and invested a lot in optimising them for e-commerce brands with an offline presence. The result is Shopify POS: a sophisticated POS with all the extreme user friendliness that Shopify is known for. ![POS 2](https://cdn.sanity.io/images/cxeknc6v/production/2fa576a42c4a67c0df93e289f6779e626db89838-1047x592.webp?w=1600) ### The advantages of Shopify POS The big plus of Shopify’s POS app is that it connects your physical outlet to your online store and centralises your data across sales channels. This way, your offline outlet becomes just another sales channel and all activity there is logged in your Shopify account. This has several advantages: - **Your inventory is synchronised** between your online and offline stores, so you always know what you have in stock, and where it is located. You can monitor stock levels for up to 1000 locations, depending on your Shopify plan. - **Client data is synchronised** across channels as well. This means you can register customers when they buy in-store so you don’t lose sight of them, or easily access a customer’s existing account - to add loyalty points for a purchase they made in person, for instance, or manage an in-store return. - The app makes it **easy to access** your bestsellers, discounts, and often-used features such as emailing a receipt, to ensure a smooth in-house experience. - **Omnichannel shopping** becomes very easy. Allow customers to order in-store and have it delivered to their home (or the other way around, which was very popular during COVID: order and pay online and pick up in-store), have them exchange an online order in your pop-up store, save their in-store cart for them, or allow them to return an item by mail that they bought in-store. - **Data reporting** through sales reports, cash(flow) tracking, product reports and more across all points of sale that will help you understand trends within your business and adapt. ![POS Local Pick Up](https://cdn.sanity.io/images/cxeknc6v/production/e345c518eecaeb0b6e8783fa33bc30c7902912ce-770x332.webp?w=1600) ### What does Shopify POS cost? Shopify POS comes in two flavours: Lite and Pro. **POS Lite is free for all Shopify users** and gives you the basics for selling in person. It is optimised for merchants who occasionally sell products at markets, in pop-up stores and at events, allowing them to register new customers, send receipts by email, manage returns, offer discounts and get useful business insights via specialised reports. Depending on your brand, Lite can accommodate up to 4 physical outlets. **POS Pro is free for Shopify Plus users** and packs a bit more punch. For non-Plus-users, Shopify POS Pro comes at a fee of $89 a month. POS Pro is what you need when your brand has up to 50 (international) physical stores, with hired staff. POS Pro allows you to set up an unlimited number of staff accounts, each with different permissions. It also enables in-store pickup of online orders, product exchanges as well as returns, more customization options for your receipts than Lite offers, integration with apps like LoyaltyLion (you can even couple it to a physical loyalty card), and much more. ![Shopify POS plans](https://cdn.sanity.io/images/cxeknc6v/production/3ea4c765a983699719b2f4bb194c5034162bd6f1-1602x1202.webp?w=1600) ### How to set up Shopify POS for your store Setting up Shopify POS is easy. You will need some hardware which you can buy either with Shopify or with another party of your choice: - A card reader/payment terminal (or several, depending on your outlet) - A relatively recent mobile device (or several) to install the Shopify POS app on (note that the app doesn’t work on a laptop or desktop!) - Optional: a barcode scanner for easy registration of products (choose the one Shopify recommends) - Optional: a cash drawer, to safely accept cash payments - Optional: a printer for receipts (mind you: 1 for each POS!) Next, you simply install the POS app on your mobile device, and it will take you through the rest of the setup. The app will automatically sync your product catalogue, customer accounts, any discounts and gift cards you set up, and anything else you need. _N.B.: In the future, setting up your POS system might become even easier when_ _POS Go_ _is rolled out in Europe. POS Go is a handheld device with POS installed that combines the functions of a card reader and a mobile phone._ ### Interested? Plan a Shopify POS demo with Domaine Europe Want to invest in a physical space where customers can connect to your brand in person? Domaine Europe helped brands like PADELSTORE.com and Douxe set up Shopify POS and we are happy to help you go offline as well ;) We’ll set up your chain of brick-and-mortar stores, integrate your POS with any other systems you use, build custom functionality where you need it, and offer you our expertise on selling on location. ### Domaine Acquires Code, Expanding European Shopify Practice and Engineering Expertise https://domaineworldwide.com/insights/domaine-news/domaine-acquires-code/ Domaine Worldwide, the leading global Shopify design and development practice, today announced its acquisition of Code, one of Europe’s top Shopify agencies. This strategic move expands Domaine’s international footprint with a new operational hub in the Netherlands and reinforces its commitment to serving commerce brands with both regional expertise and global scale. Domaine Worldwide, the leading global [Shopify](https://www.shopify.com/) design and development practice, today announced its acquisition of [Code](https://www.code.digital/), one of Europe’s top Shopify agencies. This strategic move expands Domaine’s international footprint with a new operational hub in the Netherlands and reinforces its commitment to serving commerce brands with both regional expertise and global scale. **Read our Press Release** — [Learn More](https://www.prnewswire.com/news-releases/domaine-acquires-code-expanding-european-shopify-practice-and-engineering-expertise-302488387.html?tc=eml_cleartime) The acquisition brings Code’s 60-person team based in Amsterdam, Delft, and Berlin into the Domaine fold, uniting two high-performing organizations with shared values around quality, deep engineering expertise, Shopify and [Klaviyo](https://www.klaviyo.com/) platform specialization, and long-term client partnerships. With more than 300 commerce experts globally, the combined team represents the world’s largest design and development practice focused exclusively on Shopify. “This is a meaningful next step in our evolution as Domaine Worldwide, and our mission of being the world’s most trusted Shopify practice,” said [Peter Humphrey](https://www.linkedin.com/in/peter-humphrey-01a9364b/), CEO of Domaine. “With Code on board, we welcome more than 60 new team members and a European hub in the Netherlands and Germany. This is the first of many expected investments into the European market, and will allow us to serve global brands better, faster, and more collaboratively than ever before.” Code is known for building high-performing commerce storefronts for ambitious brands like Intersport, Alpinestars, 10DAYS, BOSKA, and Bosch. As the first official Shopify Plus Partner in the EU and now a global Shopify Premier Partner, Code helps brands tackle complex challenges with elegant solutions, custom integrations, and future-proofed platforms, and specializes in Shopify development, CRM marketing, and ecommerce strategy. [Watch video](https://www.youtube.com/watch?v=ccYnw4f-FkA) “What drew us to Domaine is our shared focus on Shopify and engineering culture—we've both chosen to go deep,” said [Wouter Monkhorst](https://www.linkedin.com/in/monkhorst/), CEO and Co-Founder of Code. “Together we form a truly global Shopify Partner that brings brands what’s most critical to scaling: regional expertise with globally integrated services, delivered by senior teams who understand their local markets and global ambitions.” Through the acquisition, there are no immediate changes to team structure or staffing. Code’s leadership and full team will remain in place and continue to operate from their offices in the Netherlands and Germany. Integration will occur in thoughtful, phased stages, ensuring continuity for clients and cultural alignment across teams. For clients, the acquisition expands access to global Shopify platform expertise, broader time zone coverage, and deeper regional insights. The combined organization will offer enhanced design, engineering, and marketing capabilities, with no disruption to ongoing work. **About Code** — [Learn More](https://www.code.digital/) ### Domaine Migrations: BigCommerce to Shopify for Enterprise Brands https://domaineworldwide.com/insights/resources/bigcommerce-to-shopify-enterprise-migration/ Discover why leading enterprise brands are migrating from BigCommerce to Shopify. Learn about common challenges, Shopify's advantages, and a successful replatforming timeline. As technology and engineering teams look to move faster and innovate, Shopify is emerging as the platform of choice for brands that prioritize speed, scalability, and total cost of ownership. ## The State of Replatforming: What's Driving the Change? Over the last 12–18 months, we've seen a noticeable uptick in enterprise teams actively evaluating, or already in the process of, migrating off BigCommerce. Why? Here’s what we’re hearing most often: - **Mounting Technical Debt:** Customizations and workarounds are starting to break down at scale. - **Upgrade Fatigue:** Teams are exhausted by recurring patches and infrastructure limitations. - **Slow Time-to-Market:** Every product release, promotion, or checkout update takes longer than it should. - **Developer Constraints:** Dev teams are limited by rigid frameworks and lack of backend access. - **Tariff Impacts on Revenue:** For brands reliant on imports, significant cost-saving calculations are part of future-forward planning In short, what once worked well for mid-market growth is now holding back enterprise agility. ## From Friction to Flexibility: Why Shopify Is the Platform to Scale With Shopify is evolving rapidly to help brands stay ahead, introducing robust B2B features, headless flexibility, and infrastructure designed to scale with the world’s fastest-growing brands. Here's where it pulls ahead for enterprise teams: - **Managed Infrastructure: **Shopify handles scaling, security, and uptime. Your team focuses on building, not patching. - **Faster Dev Velocity: **With prebuilt tools and modular architecture, Shopify lets teams build, test, and ship faster. - **Built-in Scalability: **High-traffic events, global storefronts, or rapid SKU expansion? Shopify auto-scales out of the box. - **Lower Total Cost of Ownership: **Fewer workarounds. Fewer third-party apps. More control over ROI. ## The Migration Window: What to Expect One of the most common questions we hear: _“How long will it take to replatform from BigCommerce to Shopify?”_ Based on hundreds of migrations, here’s what the timeline generally looks like: | Complexity Tier | Typical Profile | Estimated Shopify Migration* | | --- | --- | --- | | Tier 1 – Standard | <10k SKUs, basic integrations | 16–20 weeks | | Tier 2 – Advanced | 10k–50k SKUs, B2B light | 20–30 weeks | | Tier 3 – Enterprise | 50k+ SKUs, complex B2B, custom apps | ~39 weeks | _*Timelines depend on catalog complexity and other factors, and will be determined on case-by-case basis._With a clear migration plan and an experienced partner, most enterprise brands are seeing measurable value on Shopify in under a year. ## Misconceptions about migrating to Shopify, Debunked Despite its rapid innovation, some myths about Shopify still linger in the enterprise space: - **“Shopify can’t do B2B.” **It can, and does, with native B2B tools and custom apps tailored for wholesale workflows. - **“Shopify isn’t flexible enough.”** With Shopify Functions, headless capabilities, and an 8,000+ app ecosystem, it’s more flexible than most legacy stacks. - **“It’s only for small brands.”** Shopify Plus powers multi-billion-dollar global brands. Size is not a barrier. ## The Path Forward: Planning a Successful Migration Migrating platforms isn’t just a tech project—it’s a business-critical initiative. Whether you're exploring a move or already mid-flight, here’s what success looks like: - **Discovery:** Understand the gaps, risks, and business drivers. - **Planning:** Build a cross-functional roadmap and secure internal alignment. - **Execution:** Work with a partner who’s done this before, at scale. - **Post-Migration:** Measure impact across performance, cost savings, and customer experience. **Receive our Replatforming for Enterprise Brands: BigCommerce to Shopify Guide, informed by our extensive experience migrating complex brands.** — Published 06/09/2025 — [Download Now](https://domaineworldwide.com/bigcommerce-to-shopify-migrations/) ### **Need a Guide? We’ve Done This Before.** As a Platinum Shopify Engineering Partner, Domaine has led replatforming efforts for some of the most complex builds in ecommerce. From 10k SKU product catalogs to multi-brand, multi-store rollouts, we’ve seen it all, and we can help you move with confidence. If your current platform is slowing your team down, it’s time to reassess. Replatforming to Shopify isn’t just a tech upgrade, it’s a strategic move toward speed, scale, and sustainable growth. **Ready to explore what a replatforming journey could look like for your brand?** **Ready to explore what a replatforming journey could look like for your brand?** — [Get in Touch](https://domaineworldwide.com/contact/) ## **Frequently Asked Questions** ### **Why are enterprise brands migrating from BigCommerce to Shopify?** Enterprise brands often move to Shopify due to technical debt, upgrade fatigue, slow development, and developer constraints on BigCommerce. Shopify offers managed infrastructure, faster development, built-in scalability, and lower total cost of ownership. ### **Can Shopify handle B2B commerce for enterprise brands?** Yes, Shopify has robust B2B capabilities, including native tools, custom apps for wholesale, company profiles, custom catalogs, and flexible payment terms, suitable for enterprise B2B needs. ### **Is Shopify flexible enough for complex enterprise requirements?** Shopify offers extensive flexibility through Shopify Functions for custom logic, headless commerce options for custom frontends, a vast app ecosystem (8,000+ apps), and flexible data structures with metafields. ### **Is Shopify only for small brands?** No. Shopify Plus is specifically designed for high-growth and enterprise-level brands. It powers multi-billion-dollar global businesses, offering advanced features and scalability for large-volume commerce. ### **Will migrating from BigCommerce to Shopify affect my SEO?** Any platform migration can impact SEO if not managed carefully. A well-planned migration includes comprehensive 301 redirects, proper URL mapping, and content optimization to minimize negative effects. ### **What kind of support does Shopify offer for enterprise brands?** Shopify provides dedicated 24/7 priority support, access to more apps, enhanced API limits for custom apps, and advanced reporting tools for in-depth data analysis. ### Domaine Named Klaviyo Global Partner of the Year for Second Consecutive Year https://domaineworldwide.com/insights/domaine-news/domaine-winner-of-the-2026-klaviyo-global-agency-partner/ Domaine has been named Klaviyo’s 2026 Global Partner of the Year, marking its second consecutive global win and continued partnership across North America and EMEA. The annual K:Partners Awards celebrate the partners helping brands get more out of Klaviyo’s autonomous B2C CRM, from adopting the full platform to putting Klaviyo’s agents and data to work for their customers. Winners are chosen for their innovation, creativity, and their ability to help leading consumer businesses turn customer relationships into measurable growth. Domaine received the **Global Partner of the Year** award for driving transformative client outcomes through the full Klaviyo B2C CRM platform across data, marketing, service, and AI. The recognition builds on Domaine’s longstanding work with Klaviyo, combining CRM strategy and execution with its global Shopify design and development expertise to help brands build stronger customer relationships and drive sustainable revenue growth. Domaine was named **Klaviyo’s Global Agency Partner of the Year in 2025** for its work helping enterprise and SMB brands achieve measurable growth through Lifecycle Marketing and B2C CRM. Since then, the partnership has continued to expand alongside Klaviyo’s platform, helping brands connect more of the customer journey and put their data to work across acquisition, retention, customer experience, and AI. “We're incredibly proud to be recognized as Klaviyo's Global Partner of the Year for the second year in a row. The last year has seen an incredible surge of innovation on both Klaviyo's platform and our own approach to customer data, CRM services, and how we both leverage AI. This award reflects a partnership that has driven meaningful outcomes for leading Shopify brands around the world_,_” said **Marko Bon, Co-Founder & President of Domaine Worldwide**. “Our partners are helping write the next chapter of the autonomous B2C CRM, one where data, AI, and real relationships work together for every brand we serve,” said **Eddie O’Brien, SVP of Global Partnerships at Klaviyo**. “This year's honorees show what that future looks like: sharper strategy, faster execution, and customer relationships built to last. The K:Partners Awards celebrate the partners building that future with us.” ### Building on a global Klaviyo partnership Domaine’s second consecutive global recognition comes during a year of continued international growth for the business, with significant investment in its EMEA presence throughout 2026. Building on its established operations in North America and Europe, Domaine has expanded its focus across the UK, Benelux, and DACH, bringing its Shopify and CRM expertise to more brands across the region. Klaviyo has been an important part of that growth. Domaine’s teams across North America and EMEA work with brands to connect CRM strategy, lifecycle marketing, customer data, and customer experience with their wider ecommerce operations. As Klaviyo’s B2C CRM platform has expanded across marketing, service, data, and AI, so too has the scope of the partnership and the ways Domaine can support brands across the customer journey. The award reflects both the continued growth of the global partnership and Domaine’s investment in building the expertise and capabilities needed to help brands turn Klaviyo’s expanding platform into stronger customer relationships and measurable commercial growth. ### About the K:Partners Awards The K:Partners Awards highlight excellence across Klaviyo’s global ecosystem of agencies, services partners, and technology partners. Winners are selected based on a combination of qualitative impact, including innovation, creativity, client success stories, and collaboration, and quantitative results, including customer adoption, growth, and sustained performance. **Domaine's Marketing Services** — [Learn More](https://domaineworldwide.com/services/marketing/) ### 7 ways to effectively implement gifting features https://domaineworldwide.com/insights/commerce-insights/7-ways-to-effectively-implement-gifting-features/ Holiday season or not, the value of gifting remains relevant throughout the year. Gifting is an important part of retail, estimated at €420 billion annually. Encourage existing customers to give your products as gifts to acquire new customers without any Customer Acquisition Cost. This will retain existing customers and help you gain new ones while increasing purchase margins. ### 1. Offer a great wishlist experience Even if your product lineup doesn't scream "giftable," a wishlist remains a game-changer. It's more than just a convenient compilation for customers to share with friends and family. It also keeps all their beloved items in one place. As a bonus, visitors voluntarily leave their email address to be able to save a wishlist in your store. Making a wishlist can be more enjoyable by adding an automatic email pop-up to send the wishlist to loved ones. With this "send a hint" feature from Of Mercer, someone fills out the pop-up and their family and friends will receive an automatic email. The email will inform them that the item is at the top of the sender's wishlist. It is a unique way to leverage marketing from someone the receiver trusts. ### 2. Allow consumers to ship gifts to another address In those moments when your customers can't take on the role of the personal gift courier, having the option for direct delivery to the chosen recipient on your webshop is a definite game-changer. In [**Shopify's checkout process**](https://help.shopify.com/en/manual/checkout-settings/address-collection-preferences), the customer first enters the gift recipient's information and address. Customers can select a different billing address when they reach the payment step. This way, the gift product will be sent to the intended recipient, but the buyer will still receive the invoice. Domaine Europe developed for [Rosefield](https://eu.rosefieldwatches.com/) a unique feature added to the shopping basket. Customers can now include a gift envelope to their order and choose to send the package directly to the gift recipient. ### 3. Inform your clients in detail about your gifting options Once your customers have discovered the ideal gift for their friend or family member, the next step is heading to the checkout, where they hope to find a convenient option indicating that the purchase is intended as a gift. However, counting solely on a checkbox in your checkout labeled 'this is a gift' won't quite cut it in the world of sophisticated gifting. Customers often have various questions about the available gifting features. For a clear and smooth gifting experience, once customers choose the gift designation, they'll be presented with a couple of options personalized to their gifting preferences. Here are five personalized gifting options for you to consider: - **Secret Sender**: The sender's address (your company) is not on the package, preserving the element of surprise. - **Priceless**: Tell the buyer that prices will not show on the gift. - **Wrap it festive**: Showcase all the details and choices regarding gift wrapping, complete with prices and visual previews. - **Personal touch**: Enable the possibility of writing a personalized gift message and the option to include a postcard in the package for the personal note. - **Email notifications**: Let the customer choose if they want email notifications sent to the recipient, which some users may not wish to do. This email can contain the sender's personal message. ### 4. Write custom gift messages During a checkout test, [Baymard](https://baymard.com/blog/gifting-flow) found that 53% of users who were sending a gift also chose to include a personal gift message. You can stand out by adding this option to your checkout process. The customer can wonder where the personal message will appear: is this outside the package? Or as a surprise when the recipient opens the package? The key to avoiding miscommunication is to be clear about whether the personal message is on the outside or inside of the package. Another tip is to only show these options when a customer wants to write a custom message. ### 5. Show gifting options on the product page Consider a scenario where a customer is shopping on your website and looking for the perfect gift. After finding the ideal product, they might wonder if there is an option to send it as a gift. However, a recent study by the [Baymard Institute](https://baymard.com/blog/gifting-flow) revealed that 92% of e-commerce desktop sites across the globe don't display any gift options on the product page.  Therefore, to make your customer's experience smooth, showcase your gifting options on the Product Detail Page (PDP). ### 6. Categorize your gifting page for special occasions Suppose you are searching for a gift for Valentine's Day, then an inspiration page will help you. Add a "Gifts" category to your menu to make giftable products more visible. Increase retention and attract new customers by encouraging existing customers to return and buy your products as gifts. Take [**BOSKA**](https://en.boska.com/pages/gift-inspiration) as a best practice; their inspiration page is like a well-organized gift haven. From Mother's Day to Valentine's Day, they've got categories for all occasions, including a collection of thoughtful small gifts. But there's more! They've grouped items for specific personalities too. Whether you need a gift for a BBQ enthusiast, burgundy, or pizza fan, BOSKA has its customers covered. They even have categories based on your budget, ensuring a stress-free shopping experience. Their user-friendly gifting hub makes it easy for customers to find the right gift. Tip: when someone leaves a positive review of one of your products that is commonly given as a gift, email them to let them know that the item also makes a great gift. ### 7. Make gifting easy with a gift card In Shopify, you can create gift cards for your customers. This is a great way to implement referral marketing and allows satisfied clients to gift a card for your shop to someone else. For [The Sports Edit](https://thesportsedit.com/products/gift-card?variant=39791587295299), we build the option to send the gift card directly to the recipient. You can also add a personalized message and choose the date the gift card will be sent in their mailbox, such as on their birthday. Within your Shopify store, you have the option to send either a virtual gift card or design your personalized [physical gift card](https://www.shopify.com/pos/store/products/custom-gift-card?variant=976094353). A helpful tip is to include a discount code for the gift card buyer to encourage them to shop more. Remember to offer upsells like gift boxes or envelopes for specific gifting products. ### 4 Recommerce business models to make resale part of your e-commerce strategy https://domaineworldwide.com/insights/commerce-insights/resale-is-booming-this-is-how-you-make-reselling-part-of-your-ecommerce-strategy/ More and more often we see that resale is becoming a permanent part of sustainable strategies and we get it. According to a GlobalData report, the worldwide resale market is growing a whopping 11 times faster than traditional retail and will reach €84 billion by 2030. In comparison: the prediction for new fashion is much more cautious with a “mere” 40 billion. This data suggests that the resale market is growing faster than the demand for sustainable fashion. The report indicates that 118 million people are looking to sell a second-hand product for the first time in 2021, compared to 36,2 million people in 2020 - a 226% growth. The most prominent reason for consumers to choose resale (second-hand) products over a sustainable-labeled new product (made with sustainable fabrics or a sustainable manufacturing process, for example) is the fact that the supply chain isn’t transparent and they can’t rely on the product’s claimed sustainability because of ‘greenwashing’. ![Secondhand Market Projection](https://cdn.sanity.io/images/cxeknc6v/production/4d4333165aeabeea72f6d5441a9bc2500e40d11a-1914x1482.webp?w=1600) So it’s no surprise that large retailers are now working on facilitating resale and integrating it into their existing business models to bump their revenue stream. IKEA is testing its resale platform in the US, Zalando uses outdoor ad campaigns to promote its resale endeavors and H&M joined forces with Selly to set up a resale platform. Even Gucci is now offering resale and sees it as an opportunity to attract new (mostly young Gen-Z) clientele. Now it may seem as if this strategy is only suited for the big brands, but that couldn’t be further from the truth. Especially now that the technical solutions that make resale possible are also available to smaller businesses, it’s achievable for every brand to integrate resale into their business model. **98% of consumers feel that brands are responsible for initiating positive change.** **Fashion & Apparel Ecommerce Growth Playbook** — Grounded by Domaine’s experience working 100+ fashion brands, paired with industry data and insights from: Mckinsey & Company, Emarsys, Statista, Forbes, Mintel, and more. — [Download](https://domaineworldwide.com/fashion-and-apparel-ecommerce-growth-playbook/) ### But why this change of heart? There’s a couple of reasons for brands to target the resale market right now. First of all, you’ve probably noticed that there’s a lot of second-hand trade going on. Platforms such as Vinted and The Next Closet are growing rapidly, both in popularity and volume. Second-hand Facebook groups and trading through Marktplaats are also very popular. In addition, consumer needs are shifting. They still want to buy items for a sharp price, but they also want to reuse products and, with that, reduce waste and emissions. Resale meets all those demands. MUD Jeans clients, for example, receive a discount when they return their old jeans, which then get recycled to prevent the sustainable raw materials from ending up in a landfill. Denham offers repairs to extend the lifetime (and sustainability) of their products. For these brands, resale is a way of building a long-term relationship with their customers while reviving their brand’s ethical value at the same time. The difference in environmental impact for a used or new product is massive. For a second-hand product, the carbon footprint is a whopping 82% smaller. ![Consumption chart](https://cdn.sanity.io/images/cxeknc6v/production/8c750156fbea64b87fced5794b9a629543a4dec3-1404x868.webp?w=1600) ### Does resale fit into my brand strategy? Choosing resale is generally part of a brand’s sustainability strategy, but can also be used to extend the CLV (customer lifetime value) and increase the purchase frequency. You can imagine how customers would like to sell their old bag, ottoman, shoes or dress to buy something new with the proceeds, a type of trade-in discount we know from the automobile industry. Or customers switched sizes and are looking to sell their L to buy an M instead. The customer data that you collect here is very valuable when communicating with your customer (segment). Which you can then use for perfecting your online marketing. Win-win! To determine whether or not reselling your product is going to be worth your while, you can start by looking if people are already selling your products on the popular marketplaces. Is your product being offered second-hand on Vinted, Marktplaats or in a Facebook group? If so, this presents an opportunity to pull the accompanying data and cash flow into your own portal and to connect with the customer. How to get started and what business model should I use? (Fashion and interior) consumers are used to buying something new regularly and often use second-hand options, both for buying and selling. In addition, multiple studies show that especially Gen Z values resale products that are both more sustainable and cheaper. ### There are a couple of business models that you can use as part of your sustainability strategy: 1. **Peer-to-peer:** you connect the buyer and the seller 2. **Own or existing resale platform:** you build and manage your own platform (with or without a partner). 3. **Buy-Back:** you, or a third party, buy back the product. This is a financial risk, as you’re not sure whether you will sell the bought-back item again. 4. **Consignment:** you, or a third party, buy back the product and take care of all the handling. The transaction is only settled when the product is actually sold again. The last two models are more common for luxury brands. Once you’ve chosen a business model that suits you, the time has come to choose whether you’re going to set up a resale process yourself, have someone else do it for you, use a software solution or involve a partner. The most important reason for involving a partner is that they can take care of the handling of buying items back, repairing and shipping them. Easy peasy! ![Retailers plan](https://cdn.sanity.io/images/cxeknc6v/production/7fce5dbd3a3791eb919a8a9d1eb9632d24d840fa-2160x1151.webp?w=1600) ### 1. Peer-to-peer The peer-to-peer business model is very similar to drop shipment. You facilitate the transaction and shipment between the buyer and the seller. The plus side of this is that you don’t have to keep stock. It can result in some customer service activities, but you can also have this take place directly between the buying and the selling parties, like how it’s done on Marktplaats. With peer-to-peer, the settlement only takes place after the buyer has received the product. Example: NA-KD.com's Circle is the perfect example of a successful peer-to-peer solution. When a seller wants to sell a previous season's product, NA-KD uses their original photography and product description, and immediately replenishes the stock of the product the customer is selling. Then, NA-KD creates a packing slip for the seller and facilitates the payment back and forth. This also provides them with an opportunity to showcase their own returns and/or out-of-season products. And, at NA-KD, you can buy new and second-hand items in the same shopping cart. This is something that the consumer might take for granted or not even notice, but - as we all know - this is a major feat from a technical and operational point of view. ![Circle](https://cdn.sanity.io/images/cxeknc6v/production/6f94171cc2d8ca4e5e3ffa786343a3d1446d4692-2160x1640.webp?w=1600) Recurate.com assists European Shopify merchants with setting up a peer-to-peer resale environment in their Shopify store. For example, they offer brands the opportunity to resell their customers’ items. How does that work, you ask? A customer logs into her account and pulls up her order history. There, she’ll find a button to sell the purchased item. After all the information, such as the condition of the product, the suggested retail price and maybe some pictures, has been uploaded, the brand receives a notification of the registration and the product can go live. The great thing about this is that Recurate has a full integration with Shopify. This way, the customer can pay for both a “pre-loved” and a new product. In this case, resale ensures a returning customer you can build a long-term relationship with. ### 2. Own or existing platform Another thing you can do is offer your resale products on your existing ecommerce environment, like NA-KD does, or set up a separate ecommerce platform, like Axel Arigato and Patagonia. Using a separate ecommerce environment also allows you to set up targeted marketing activities around this product / customer group, and to only use the data you collect there for resale purposes. A multi-store setup on Shopify Plus gives you the possibility to open 9 extra stores and could be the way to go! ### 3. Buy-Back: Buy-Back is a model in which you or a third party buys back the second-hand product directly from the customer. This allows for a bigger margin when selling a product and/or rewarding a customer’s store credit directly. This encourages them to buy something new. The downside is that you are taking a risk on the bought-back item, since you don’t know whether or not you’re going to sell it again. You can handle the whole buying-and-selling process yourself or you can choose a partner that takes care of it for you. If you’re going to take on the whole process (of buying back, cleaning, repairing and shipping) yourself, it may require a larger investment, but in return you’ll have more control over the process. If your growth expectations are met, this can easily turn out to be a very lucrative revenue stream. It also impacts your brand and customer experiences. To keep this in-house can prove very valuable; it’s (a lot) more expensive and difficult to attract new clients than it is to retain old ones. Resale fits into this perfectly and creates a long-term relationship with your customers. Take Patagonia, for instance. They ingeniously combined the loyalty programs of both platforms, meaning that their customers can exchange their loyalty credits on both platforms, as well. **Patagonia & Trove (a circular powerhouse)** Patagonia has its own online-shop environment with resale products, but has completely outsourced the back office to Trove. Trove buys back the products, takes care of the repairs and cleaning, takes new photographs and takes care of the fulfillment. Consumers receive store credit for their item and can use that to purchase a new or second-hand product. This way, Patagonia ensures that the money - very cleverly and sustainably - remains within the company. ![Worn Wear](https://cdn.sanity.io/images/cxeknc6v/production/1de23c700c3a0ebc89970af1162a522c6eadde81-2160x1689.webp?w=1600) ### Shopify solution: You can set up a separate store for your resale items. It’s also possible to register and link store credit, a voucher from the Shopify backend and/or loyalty credits to your users, using LoyaltyLion or Smile, for example. As far as we know, there’s no European party yet that can take care of the collection, repair and cleaning of goods, as well as the fulfillment afterwards. Domaine Europe contacted Trove and they let us know that they’re looking into expanding to Europe in 2023. Something to look forward to! ### 4. Consignment Consignment operates almost the same as the buy-back business model. The difference is that with consignment you only settle the final payment when the buyer has paid and the seller has approved the sale. This means you don’t have to pre-finance the products. The drawback is that your margin is lower and you don’t have the option to directly reward the seller their store credit. This means you’ll have to wait until after the sale for the seller to use her store credit. A trail-blazing company that facilitates peer-to-peer, consignment and buy-back solutions for major brands is Reflaunt. Reflaunt.com provides software to quickly get your resale business model up and running. They also offer a full Shopify integration. An additional advantage is that Reflaunt works with (25+) resale marketplaces (including Farfetch and Net-a-Porter) and can sell your products there. What a great opportunity to introduce your brand to new customers! Reflaunt offers all three business models, and aims to completely unburden brands when it comes to resale. For peer-to-peer, consignment (they have their own warehouses in London, Paris and New York) and buy-back business models. ### Summary The resale train has left the station and is not stopping anytime soon. This is a good time to determine if and how you want to make resale part of your sustainability strategy. Particularly Gen Z prefers resale products. There are more and more software and platforms emerging that make it easier to offer resale and to turn it into an actual business model. It provides opportunities to develop a more meaningful relationship with your customers, and an additional moment to connect with them, to provide them with a service and an opportunity to earn store credit that they can then spend at your store again. ### Finding the Right Fit with FRAME https://domaineworldwide.com/insights/commerce-insights/finding-the-right-fit-with-frame/ Discover how FRAME partnered with Domaine to transform their size guides with visual fit details, PDP flyouts, and Shopify metaobjects, helping shoppers choose the right fit online. FRAME wanted to create an experience that shows how a product fits clearly, visually, and in context, removing the friction of shopping for the perfect fit online. Already partnered with Domaine, FRAME challenged us to rethink how detailed sizing and specifications could live on the Product Display Page (PDP) in a way that felt premium, intuitive, and scalable across a complex catalog. ## Where Fit Falls Apart Most fashion sites handle fit in one of three ways: a generic size chart, a short block of “true to size” copy, or leveraging the model’s size as a reference. This approach is common because it’s easy to implement and easy to maintain, but it pushes more work onto the customer. A shopper has to translate abstract measurements into something physical, compare it to items they already own, and decide whether the unknown is worth it. Denim creates a particularly unique challenge in this space, as most shoppers find sizes vary from store to store. What constitutes a 34inch waist in one store, may translate to a 32inch waist in another store. Plus with varying styles of denim, from high-waist wide length to ankle grazer mom jean, each fit will look different depending on the customer. When fit information is presented in a vague way, it often creates two outcomes that are hard on customers and brands. Some customers pause and leave because they can’t get comfortable with the decision and would prefer to try on in store, and others buy anyway and hope for the best, which can turn into disappointment, exchanges, or returns when expectations don’t match reality. FRAME treated this gap as a brand opportunity. If fit is part of what makes their product premium, then fit guidance should feel premium too — clear, visual, and integrated into the product page in a way that helps customers decide quickly without turning the PDP into a spreadsheet. **Fashion & Apparel Ecommerce Growth Playbook** — Grounded by Domaine’s experience working 100+ fashion brands, paired with industry data and insights from: Mckinsey & Company, Emarsys, Statista, Forbes, Mintel, and more. — [Download](https://domaineworldwide.com/fashion-and-apparel-ecommerce-growth-playbook/) ## A Size Guide Cut for the Customer Instead of adding more content to the product page, together with Domaine, FRAME focused on _when_ fit information should appear. Shoppers don’t need sizing details all the time, but when they do, they need them immediately, clearly, and in context. The solution was a custom flyout on the PDP, triggered by purposeful CTAs like “View fit details” or “See size guide.” Rather than sending customers away from the page or forcing them to scan a static chart, the flyout opens as a focused layer that keeps the shopper anchored in the product experience. ![FRAME's size guide pop out ](https://cdn.sanity.io/images/cxeknc6v/production/c9aae308593e90741afc55b40584680d44e69d73-2086x1404.png?w=1600) What appears inside that layer changes depending on the product. For denim, shoppers see an illustrated view of the jeans with clearly labeled measurements, inseam, rise, leg opening, presented in a way that mirrors how people actually think about fit. As sizes change, those measurements update accordingly, removing guesswork and helping customers understand how one size differs from the next. Footwear and tops surface entirely different information, tailored to what matters most for those categories. By designing fit as an on-demand experience rather than a permanent fixture, FRAME keeps the PDP clean and editorial while still offering depth where it counts. ## Tailoring the Back-End Fit is not a single attribute; it’s a system of measurements that changes by product type, silhouette, and construction. Jeans don’t size like shoes, shoes don’t size like tops and treating them as interchangeable inevitably leads to compromise. For FRAME, the challenge was to support product-specific sizing logic without creating one-off solutions that would be difficult to maintain over time. While sizing information already lived in a shared, centralized structure, the way it was organised made it harder to extend cleanly as the catalog evolved. Previous approaches relied on bespoke setups and fragmented metafields that were hard to extend and even harder to manage as the catalog evolved. The experience could look polished on the surface, but the structure underneath made iteration slow and brittle. The solution was to treat fit as a data architecture problem first. Using Shopify metaobjects, Domaine refined and formalised the existing sizing data into structured, reusable schemas aligned to product type. This made the system easier to update, expand, and reason about without duplicating content or logic. And each product, like denim, footwear and tops, all follow a different schema, as of course, it’s not a one-product-fits-all approach. This approach shifts fit from something hard-coded into templates to something the platform understands natively. It gives the brand a system they can grow with, rather than a workaround they have to protect. And critically, it allows the front-end experience to stay precise and flexible while the back-end remains clean, scalable, and manageable by the FRAME team inside Shopify. ## The Runway to Success Fit is one of the few areas in fashion ecommerce where clarity directly benefits everyone involved. Customers feel more confident making a purchase. Brands spend less time resolving uncertainty after the fact and, returns become more predictable and more preventable. What FRAME’s approach demonstrates is that fit communication doesn’t have to be generic, overwhelming, or disconnected from the product experience. When sizing and specifications are presented visually, in context, and supported by the right underlying data, they become a meaningful part of how customers evaluate and trust a product. If this is a challenge your team is facing, [our experts would love to help you explore what’s possible just as we did with FRAME.](https://domaineworldwide.com/contact/) ### Tomorrow and Half Helix Announce Merger to Create Largest Independent Partner Serving Shopify Enterprise Brands https://domaineworldwide.com/insights/domaine-news/tomorrow-and-half-helix-announce-merger/ Tomorrow and Half Helix today announced a merger of the two companies that creates the largest Shopify design and development practices in the world. Leading Shopify Plus platform service partners Tomorrow and Half Helix today announced a merger of the two companies that creates the largest independent pure play Shopify service partner in the world, Domaine. Together the business supports over 70+ brands on the Shopify platform and has a delivery footprint spanning the US, Canada and Europe. BV Investment Partners (BV), a middle-market private equity firm with deep expertise in the IT services sector is the financial sponsor partnering with the existing executive team to support this next chapter of growth and expansion. The combined business will be rebranded at a later date. Half Helix was started in 2015 to build, grow and guide the next generation of e-commerce companies on the Shopify Plus platform. Earlier this year, Half Helix acquired Able Sense to extend its full-service e-commerce offering to include emerging direct-to-consumer brands. Half Helix's enterprise clients include Creed, Laura Mercier, bareMinerals, Ultimate Ears (a Logitech brand), Timex and Rothy's. Founded in 2019, Tomorrow is a digital transformation partner that brings enterprise experience to the Shopify Plus ecosystem. The company provides creative, technology and strategy solutions to its clients. Tomorrow enterprise clients include Benchmade, Arhaus, Tuckernuck, Melissa & Doug and NoBull. Joe Tatarski, Co-Founder of Tomorrow, commented, "This combination creates a uniquely scaled organization focused entirely on helping clients get the most out of their investments in Shopify's platform." Peter Humphrey, Founder and CEO of Half Helix, added, "Our comprehensive suite of services and technology helps clients build a digital commerce strategy that enhances revenue and brand recognition. Our new partnership with BV will not only help us grow but will help Shopify and their merchants solve complex omnichannel problems." Matt Kinsey, Managing Partner of BV, said, "Both Half Helix and Tomorrow are leaders that drive value to Shopify, their merchants and brands." Patrick Fabrizio, Vice President of BV, added, "We're excited to help the combined team continue to drive growth organically and via acquisitions within this attractive technology ecosystem." Canaccord Genuity served as the exclusive financial advisor to Tomorrow on this transaction. [Learn more in our press release here.](https://www.prnewswire.com/news-releases/tomorrow-and-half-helix-announce-merger-to-create-largest-independent-partner-serving-shopify-enterprise-brands-301939839.html) ### Shopify New Customer Accounts: Powerful Updates to Boost Enterprise Growth https://domaineworldwide.com/insights/technology/shopify-new-customer-accounts-vs-classic/ Compare new vs. classic Shopify customer accounts, including full-page extensions for loyalty, subscriptions, & exchanges. Learn more in our latest blog. ##### How does this affect merchants? The recent updates have unlocked extensibility for new Shopify customer accounts. Some callout features include full-page extensions for loyalty programs, subscriptions, and exchanges—all baked directly into the customer account experience. ##### What are customer accounts, and why should merchants use them? A customer account allows shoppers to log in, view their order history, and save personal details, making future purchases faster and more convenient. Most businesses can benefit from customer accounts because they help build loyalty, improve customer retention, and reduce friction at checkout—making the overall shopping experience more enjoyable. However, they are particularly useful for businesses that rely on repeat customers, subscription services or need to offer more personalized shopping experiences. Shopify’s new customer accounts offer the same level of customization as their checkout system (with [Checkout Extensibility](https://meetdomaine.com/insights/technology/shopify-checkout-extensibility-upgrade)), allowing you to easily adapt the customer experience to match your brand’s needs without a complex setup. _A quick caveat:_ if your business relies heavily on custom features or specific third-party apps, classic accounts might still be the best option (for now) until new customer accounts fully support these integrations. More on this later. ###### In this article, we’ll be looking at: - Feature comparison of Shopify classic vs. new customer accounts - Pros & cons of both - Reasons why you might stick with classic accounts for now - Some things to keep in mind before switching to new customer accounts and finally; - A few strategic considerations to consider when making your choice By the end, you’ll have a clear idea of the best approach for your business today—and how to prepare for Shopify’s future rollouts. Let’s start with the core information first. ## Feature Comparison: Shopify Classic Accounts vs. New Customer Accounts To strip it back to basics, Shopify offers two versions of customer accounts: classic accounts and new customer accounts. Merchants can decide which version they want to use for their online store within the Shopify admin dashboard. If you choose to switch to new customer accounts, any links that previously directed customers to the classic accounts will automatically take them to the new accounts instead. This means there is no need to manually update all the links for customer logins. ![shopify accounts setting page](https://cdn.sanity.io/images/cxeknc6v/production/b8a3b6f03ce580009316222e49bb8747d7e71fbb-2880x1338.jpg?w=1600) New customer accounts follow the same framework and mental model as what Shopify has done with [checkout extensibility](https://www.shopify.com/plus/upgrading-to-checkout-extensibility)—they’re showing specific areas within the customer account interface where you can inject custom UI elements. So, imagine the same flexibility you've had with customizing checkout now applied to new customer accounts, where you can shape the experience to fit your brand and customer needs. ###### From a features perspective, here’s how classic customer accounts stack up against new customer accounts: | Feature | Classic Customer Accounts | New Customer Accounts | | --- | --- | --- | | Sign-In Method | 👍 Customers use an email and password or sign in via Shop Pay if enabled. (although requiring passwords can be a friction point). | 👍 Customers enter a one-time verification code sent to their email or sign in via Shop (automatically enabled with Shop Pay). | | Account Creation | ❌ Customers manually create an account or accept an invite from the login page. | 👍 Accounts are automatically generated when customers log in using their email. | | Customer Name Editing | ❌ If a customer updates the name on their shipping address, it only changes for that specific order-it doesn't update their main profile in your admin system. | 👍 When customers update their profile name, the change automatically shows up in your admin system, so their main profile is always up-to-date. | | Branding | 👍 Follows the design and branding settings of your Shopify store theme. | ❌ Partially follows the branding settings applied at checkout, except on the login page. | | Third-Part App Support | 👍 Full support for third-party apps and integrations. | ❌ Currently in a dev preview phase; full app integration will be available soon. | | Customization with Liquid | 👍 Offers full control with Liquid customization for deeper flexibility. | ❌ No Liquid customization available (yet). | | View Purchase History & Status | 👍 Customers can review their past orders and track status. | 👍 Full access to order history and status. | | Saved Addresses | 👍 Supports saving and managing multiple shipping addresses. | 👍 Supports saving and managing multiple shipping addresses. | | View Purchase History & Status | ❌ Does not support saving payment details. | 👍 Customers can securely save payment methods for faster checkouts. | ## New Customer Account Features To Call Out & What They Mean For Your Business ##### Self-Service Returns & Customer Service Automation One of the standout features of Shopify's new customer accounts is the ability to offer self-service returns. Customers can initiate and manage their returns directly within their accounts, without needing to contact customer support. This provides a smoother customer experience and can significantly reduce the workload on your customer service team, freeing up resources for more complex inquiries. Beyond returns, the new accounts also allow you to automate common customer service tasks. For example, you can add options for customers to request an exchange or report an issue directly from their order status page. This not only boosts customer satisfaction but also improves operational efficiency by handling straightforward requests automatically. ##### Customer Profile Personalization Merchants can expand customer profile fields to capture more detailed information, such as customers' preferred sizes, colors, and styles. This data can then be used to offer personalized product recommendations right within the account pages, providing a more tailored shopping experience and increasing the likelihood of repeat purchases. ##### Wishlist & Custom File Storage Another advantage of the new customer accounts is the potential to add features like wishlists or custom file storage. A wishlist allows customers to save their favorite products for later, encouraging return visits to complete the purchase. For stores that offer customizable products, you can add a file storage option where customers can save their design preferences or previous customizations, making it easier for them to reorder personalized items in the future. ##### Loyalty Program Capabilities By leveraging the enhanced customer profiles, you can also integrate loyalty programs more seamlessly, displaying points balances or reminding customers of upcoming rewards directly in their accounts, motivating them to make further purchases. ##### B2B Capabilities For merchants handling both direct-to-consumer (DTC) and business-to-business (B2B) customers, Shopify's new customer accounts bring a range of B2B-specific features. Customers can manage multiple company locations from a single account, with the ability to assign different permissions to staff members. For instance, one location may have order-only permissions, while another location can manage billing and shipping information. Additionally, B2B customers can seamlessly switch between different company locations when placing orders, reducing the need for manual updates and potential errors. Each location can store its own payment and shipping information, and the order history reflects the details of who placed the order and for which location, offering a detailed overview for both customers and merchants. ## Why You Might Stick with Classic Accounts (For Now) While new customer accounts bring exciting features like B2B support, saved payment methods, and self-serve returns, they still lack full third-party app support and Liquid customizations. Shopify is actively working on a Launch Partner Program and developer preview, but until then, classic accounts might still be the better choice for specific merchants. Here’s why: - Multipass support: Classic customer accounts still support Multipass, making it easier to integrate with other systems. If your store relies on this feature for seamless logins, classic accounts are the way to go for now, as new customer accounts don’t yet offer this functionality. - Existing customizations: If your store has built out custom features or apps tailored to classic customer accounts, switching over to new accounts could mean losing those integrations. For brands that depend on specific customizations, it’s worth sticking with classic accounts until full support for apps and custom features is ready. Note: You can switch back to classic accounts anytime if you find the new customer accounts don’t fully meet your needs yet. This gives you the freedom to experiment with new accounts while keeping the option to revert if necessary. ![tweet about shopify classic accounts](https://cdn.sanity.io/images/cxeknc6v/production/8892cf8009a09bf39f0bbe4a5249aa9526f6aa96-2880x1338.jpg?w=1600) ## Things to Keep in Mind Before Switching to New Customer Accounts 1. Custom features won’t transfer: Any customizations (using Liquid code or apps) you’ve added to your current customer accounts won’t carry over to new customer accounts. 2. Links will change: Old customer account links will automatically redirect to new customer accounts. 3. Not ready for international stores: New customer accounts aren’t yet compatible with Shopify’s International feature, so this could be an issue if you sell globally. 4. No pixel tracking: Pixel tracking for customer behavior (used in ads and analytics) isn’t supported by new customer accounts. 5. Automations may stop working: New customer accounts won’t support workflows based on classic accounts. 6. App support isn’t fully ready: Full support for third-party apps is coming soon, but it’s still in development. ## Strategic Considerations for Choosing Between Shopify’s New & Classic Customer Accounts When it comes to deciding between new or classic customer accounts on Shopify, the choice is about more than just features—it’s about aligning those features with where your business is heading. Let’s break down what you need to consider. ##### Personalization & Customization If you're after deeper brand personalization, classic customer accounts still offer more flexibility with Liquid customizations and support for a wide range of third-party apps. But for those who want to tap into Shopify’s newer features like integrated loyalty programs and subscriptions, new customer accounts are where the investment and development are happening. With new accounts, you can directly inject custom UI elements using Shopify's framework, creating a more personalized customer experience that reflects your brand. Plus, they’ve built it to scale—perfect for merchants looking to future-proof their ecommerce operations. ##### Loyalty Programs, Customer Service, & Data Capture For loyalty-driven brands, new customer accounts allow for a more integrated experience—think loyalty points and store credits available right within the account view. Classic accounts, while powerful with the right customizations, require additional tools to achieve this. On the customer service side, self-service options are built into the new accounts, including the ability for customers to manage their orders, returns, and personal info independently. That’s something that classic accounts, even with heavy customization, don’t do as easily or as well. ##### B2B Capabilities If your focus includes B2B operations, new customer accounts are the clear winner. They come with native B2B features like tailored catalogs, quick reordering, and self-service portals, which streamline the purchasing process for wholesale clients. No need for a sales rep to take large orders manually—it’s all built-in. Take [Industry West](https://domaineworldwide.com/work/industry-west/), for example. By switching to new customer accounts, they modernized their B2B process, allowing wholesale clients to place large orders directly through tailored accounts without needing sales reps. DTC customers, meanwhile, can still use classic accounts or upgrade to new accounts depending on their needs. ##### Hybrid Approach For some merchants, a hybrid approach may be the best solution. You can continue using classic accounts for DTC customers who require more advanced customizations or integrations, while leveraging new customer accounts for features like self-service returns and B2B capabilities. This approach allows you to take advantage of the latest Shopify innovations without sacrificing the flexibility and customizations you’ve built with classic accounts. For example, you could implement self-service returns from new accounts while maintaining Multipass support on classic accounts, keeping the customer experience seamless while optimizing your customer service operations. ##### Shopify’s Roadmap & Future Outlook Looking ahead, Shopify is expanding the functionality of new customer accounts significantly. Much like the developments seen with checkout extensibility, we can expect new customer accounts to evolve with even more customizable features. ## Final Thoughts: New vs. Classic Customer Accounts Choosing between Shopify’s new and classic customer accounts boils down to what your business needs now—and what you’ll need to evolve later. There's a significant opportunity with new customer accounts for existing Shopify Plus merchants or B2B/wholesale brands considering Shopify. If you're prioritizing scalability, native B2B features, and a more personalized customer experience, new customer accounts are where Shopify is making its investments. It’s also particularly appealing for merchants looking to streamline their B2B operations, as the platform's built-in features, like saved payment methods, quick reordering, and self-serve returns, are designed to level up customer experience and operational efficiency. But if your current setup relies on customizations and specific third-party app support, you should stick with classic accounts for now. Staying informed about Shopify’s roadmap is key to making the right choice for your business. Subscribe to our newsletter to get the latest Shopify product updates and insights, or [get in touch](https://domaineworldwide.com/contact/) to explore how we can help future-proof your growth strategy. _(Contact form: Your brand has a bright future… Let’s build it.)_ ### Domaine Deepens Investment in Commerce Personalization with CRM & Lifecycle Marketing Services https://domaineworldwide.com/insights/domaine-news/commerce-personalization-with-crm-and-lifecycle-marketing-services/ Domaine enhances commerce personalization with CRM & Lifecycle Marketing, delivering cross-channel solutions for brands. Domaine, the world's largest Shopify design and development practice, is deepening its investment into commerce marketing and personalization with a heightened focus on CRM and Lifecycle Marketing Services. This strategic expansion builds upon Domaine’s core expertise in commerce design, development, and strategy by providing a seamless integration between commerce platform and digital marketing channels. With this heightened investment, Domaine will provide brands with intelligent, cross-channel solutions that deliver a new level of personalization, innovation, and growth across the entire customer journey. [Domaine’s Marketing Services](https://domaineworldwide.com/services/marketing/) division is led by industry veteran Stacy Strom, Director of CRM & Customer Lifecycle Marketing, who has been with Domaine for more than six months and is actively expanding her team to meet market demand. Strom has over 15 years of experience in agency marketing services, including more than five years at Tiniuti, the largest independent full-funnel performance marketing agency in the US. “This is an exciting milestone for Domaine,” said Marko Bon, President of Domaine. “With this practice, we’re spearheading a fresh look for CRM and Lifecycle Marketing: the ability to create personalized customer experiences and drive incremental conversion throughout the entire customer journey.” [Domaine’s Marketing Services](https://domaineworldwide.com/services/marketing/) are designed to help brands create a comprehensive, unified, and consistent integration across digital marketing calendars, creative campaigns, and customer data. By blending commerce and digital marketing into one cohesive strategy, Domaine aims to deliver tailored experiences that meet the evolving demands of today’s consumers alongside key technology partners, like [Klaviyo](https://www.klaviyo.com/). "Domaine has been a Platinum Advisor Partner to Klaviyo for many years,” said Eddie O’Brien, SVP Global Partnerships & Alliances at Klaviyo. “It is clear to me that our companies are approaching the full customer journey in the same way, and will continue to deliver personalized marketing efforts to our shared customers. We are thrilled to see Domaine double-down on their Marketing practice in partnership with Klaviyo." Through this suite of CRM and Lifecycle Marketing Services, Domaine will partner with brands to maximize their marketing potential, drive incremental revenue, and provide more meaningful, personalized customer experiences. Learn more about [Domaine’s new marketing offerings](https://domaineworldwide.com/services/marketing/). _(Contact form: Get In Touch)_ ### Shopify Names Domaine Highest-Tier Platinum Partner for 2025 https://domaineworldwide.com/insights/domaine-news/shopify-names-domaine-platinum-partner-2025/ Domaine, the world's largest Shopify design and development practice, is proud to announce its recognition as a Shopify Platinum Tier Partner in 2025. Domaine, the world's largest Shopify design and development practice, is proud to announce its recognition as a Platinum Tier Partner in the newly redefined Shopify Partner Program for 2025, further solidifying its position as an ecommerce industry leader. The Platinum Tier is the highest tier in the partner program and is reserved for Shopify’s top global partners who demonstrate exceptional performance, expertise, and commitment to merchant success. Domaine earned its Platinum status by exceeding Shopify’s most rigorous partnership benchmarks, including specific thresholds around revenue, referrals, deal size, and attainment of Shopify Verified Skills badges for Domaine team members. As one of only 10 partners included in the Platinum Tier, Domaine is joined by industry giants such as Google and Oracle. “We’re incredibly proud to be recognized as a Shopify Platinum Partner,” said Mac King, Co-Founder and Chief Revenue Officer at Domaine. “This achievement reflects our expertise as a result of our exclusive commitment to Shopify as the leading commerce platform. In addition, it signals the beginning of an even closer partnership as we continue to accelerate growth and push the boundaries of commerce for our shared merchants.” As a Platinum Partner, Domaine’s clients gain access to exclusive resources, including 24/7 partner support and access to Shopify’s Partner Solutions Engineers for advanced technical guidance. In addition, Platinum Partners are invited to join Shopify’s Partner Advisory Council, an exclusive group providing strategic input to Shopify’s leadership team. "We are thrilled that Domaine has been recognized as a Platinum Tier Partner, which acknowledges their outstanding contributions and expertise in the Shopify Ecosystem," said Josh Rice, Vice President of Global Sales at Shopify. "Domaine's commitment to excellence, and their ability to drive significant value for our joint customers make them an integral part of our partner community. We look forward to deepening our collaboration with and fostering even greater innovation together." View the official press release [here](https://www.prnewswire.com/news-releases/shopify-names-domaine-highest-tier-platinum-partner-for-2025-302347171.html?tc=eml_cleartime). #### About Domaine: Domaine is the world's largest Shopify design and development practice. The business supports over 100 brands on the Shopify platform and has a delivery footprint spanning the US, Canada, and Europe. BV Investment Partners (BV), a middle-market private equity firm with deep expertise in the IT services sector, is the financial sponsor partnering with the existing executive team to support this next chapter of growth and expansion. ### The EU Is Removing the €150 De Minimis Threshold: What You Need to Know https://domaineworldwide.com/insights/commerce-insights/the-eu-is-removing-the-de-minimis-threshold-what-you-need-to-know/ From July 2026, the EU will remove the €150 de minimis threshold for low-value imports. Learn what the new customs rules mean for ecommerce brands, how they'll impact cross-border sales, and how to prepare your business for the changes. For merchants selling cross-border, this represents one of the biggest changes to international ecommerce operations since the introduction of IOSS. We're unpacking what de minimis is, why it's changing, what it means for brands, and how you can prepare. ## What is the €150 de minimis threshold? The de minimis threshold is a customs rule that allows low-value goods to enter a country with simplified customs treatment. For many years, the EU has applied a €150 threshold. This means that goods imported into the EU with a value below €150 could benefit from simplified customs procedures and exemptions from customs duties. ## Why is the EU removing it? The growth of cross-border ecommerce has fundamentally changed the volume of goods entering Europe. Millions of parcels now enter the EU every day from sellers and marketplaces located outside the region. EU regulators argue that the current system creates an uneven playing field for European retailers and makes it more difficult to enforce product safety standards, customs compliance, and consumer protection rules. The reform is designed to: - Create fairer competition between EU and non-EU sellers - Improve customs oversight - Strengthen product safety enforcement - Reduce customs fraud and undervaluation - Increase transparency across cross-border ecommerce ## What will change on 1st July 2026? From July 2026, low-value imports entering the EU will no longer benefit from the same customs duty exemption that currently applies to goods valued under €150. This means if you’re shipping directly into the EU, you should expect: - Additional customs charges on low-value imports - New customs reporting requirements - Increased scrutiny of import declarations - Changes to landed costs and fulfilment economics For brands that rely heavily on direct-to-consumer international shipping, these changes may significantly affect profitability and operational processes. ## What does this mean for ecommerce brands? ### Increased import costs Products that previously moved through customs with minimal charges may now attract customs duties or additional fees. You should review: - Product margins - International pricing strategies - Shipping charges - Profitability by market ### Greater operational complexity Cross-border shipping will become more complex as additional customs processes are introduced. You may need to review: - Customs declaration processes - Carrier relationships - Duty collection methods - International fulfilment strategies ### Changes to the customer experience Unexpected duties and customs charges are one of the biggest causes of customer dissatisfaction in cross-border ecommerce. Ensure customers understand: - Any applicable duties - Shipping timelines - Delivery expectations - Returns processes before completing their purchase. ## What can brands do to prepare? ### 1. Review your international order mix Understand: - Which markets generate the most revenue - Which products are most commonly shipped internationally - Average order values - Current customs and duty exposure ### 2. Model future landed costs Evaluate how additional customs duties could impact: - Margins - Pricing - Shipping costs - Customer acquisition economics ### 3. Explore regional fulfilment For brands with significant EU demand, regional warehousing may become increasingly attractive. Potential options include: - EU warehouses - Third-party logistics providers - Marketplace fulfilment programmes - Distributed inventory networks ## Options for how to integrate this into the checkout The removal of the de minimis threshold doesn't just affect customs teams and operations. It has the potential to impact conversion rates, customer satisfaction, and international growth if implemented poorly. The good news is that brands have options. The key is deciding where the additional costs and complexity should sit within the customer journey. ### Option 1: Absorb the additional costs Some brands may choose to absorb any additional customs duties and fees themselves. The advantage is a frictionless customer experience. Customers see no additional charges at checkout and receive their order without unexpected costs during delivery. However, this approach can reduce margins and may not be sustainable for every business, particularly those operating with lower product margins or high international shipping volumes. This option is often most effective for: - High-margin products - Premium brands - Markets where customer acquisition is a priority - Brands with significant repeat purchase rates ### Option 2: Build the costs into product pricing Another approach is to increase product pricing to account for the additional customs costs.This creates a more predictable customer experience because duties are effectively included within the product price. The benefit is simplicity — customers avoid unexpected charges after checkout, and brands maintain greater control over margins. The challenge is ensuring pricing remains competitive against local and international competitors. ### Option 3: Display duties and taxes at checkout Many brands choose to calculate and display duties and taxes during checkout. This approach provides maximum transparency and reduces the risk of customers being surprised by additional charges after purchase. While it can increase the total checkout price, customers generally respond better to known costs than unexpected fees introduced during delivery. For many international brands, this represents the best balance between transparency, compliance, and customer experience. ### Option 4: Charge duties on delivery Some merchants may continue shipping under Delivered At Place (DAP) models, where duties are collected from the customer when the parcel enters the destination country. While this can reduce upfront costs for the merchant, it often creates the poorest customer experience. Common outcomes include: - Refused deliveries - Increased support tickets - Negative reviews - Higher return rates - Lower lifetime value For most direct-to-consumer brands, this approach is becoming increasingly difficult to justify. > “From 1 July 2026, the EU's €150 de minimis exemption ends and every parcel owes customs duty - but the real change is that the merchant, not the customer or the carrier, becomes the legal customs debtor. For brands selling into Europe, the ones who win will show the full landed price at checkout instead of a surprise fee at the border, because price certainty is what protects the sale. That is the infrastructure Swap is built to provide.” - **Juan Pellerano-Rendón, Chief Marketing Officer at Swap** ## Steps for a successful customer experience ### Step 1: Set expectations before checkout Regardless of which strategy you choose, transparency is critical. Customers should understand: - Delivery timelines - Duties and taxes - Any additional fees - Returns policies before completing their purchase. Unexpected costs are one of the biggest drivers of dissatisfaction in cross-border ecommerce. ### Step 2: Keep customers informed post-purchase Once an order has been placed, customers should receive proactive updates throughout the delivery journey. This includes: - Shipping confirmations - Tracking updates - Customs clearance notifications - Delivery updates The more visibility customers have, the lower the likelihood of support tickets and delivery disputes. ### Step 3: Build workflows for customs-related issues Customs delays and import questions are inevitable. Brands should ensure customers have easy access to: - Self-service tracking - Delivery status information - Support channels - Customs guidance This reduces pressure on support teams while improving customer confidence. ### Step 4: Measure the impact As the new rules take effect, monitor: - International conversion rates - Checkout abandonment - Customs-related support tickets - Return rates - Delivery satisfaction - International customer retention These metrics will help identify where additional friction is being introduced into the customer journey. ## Don't panic: we've seen this before While the EU's removal of the €150 de minimis threshold represents a significant change, it isn't the first major disruption to cross-border ecommerce. Brands selling into the United States faced similar challenges following [recent de minimis reforms and tariff changes.](https://domaineworldwide.com/insights/commerce-insights/tariffs-are-rising/) Many merchants experienced uncertainty, increased operational complexity, and concerns around rising costs. However, the brands that succeeded were those that adapted quickly. They reviewed their fulfilment strategies, invested in better cross-border infrastructure, improved customer communications, and partnered with specialists who understood international commerce. Today, many of those same brands continue to grow successfully in the US despite the regulatory changes. With the right cross-border strategy, fulfilment partners, technology stack, and customer experience, merchants can continue to scale internationally while protecting both margins and customer satisfaction. If you're unsure how these changes could affect your business, [book a Cross-Border Commerce Audit with the Domaine team](https://domaineworldwide.com/cross-border-commerce-accelerator/)**.** We'll help you evaluate your current setup, identify potential risks, and build a strategy that supports sustainable and scalable international growth. ### Curated 2026: A Day of Connection Across the Domaine Portfolio https://domaineworldwide.com/insights/domaine-news/curated-2026-recap/ On Wednesday, September 23, 2026, we hosted our second annual client summit, Curated by Domaine, at Shopify New York in SoHo. Designed exclusively for the Domaine brand portfolio, this year's agenda brought together keynotes, brand panels, fireside chats, and, for the first time, brands-only roundtables built around the challenges our clients are navigating right now. Building on the success of our inaugural event, this year's summit was designed to go deeper: more time for peer-to-peer conversation, deeper partner participation, and an agenda shaped around the topics our clients raise most often, from CRO and retention to international expansion and AI. ### Welcome Reception A welcome reception was held the evening of Tuesday, September 22 at the Soho Grand Hotel, with cocktails and a quick bite as guests settled in from their travel days. ![domaine sign on window](https://cdn.sanity.io/images/cxeknc6v/production/716ade6647ec568eb48bac188ac53ef3244af40c-5000x3333.jpg?w=1600) ![outside domaine event](https://cdn.sanity.io/images/cxeknc6v/production/ec4148d37ba3c9deaee934e39bb72c94433abe4a-5000x3333.jpg?w=1600) ![domaine team cheers with drinks](https://cdn.sanity.io/images/cxeknc6v/production/6fae230ba33ec8d7d3583e4264249447808766c4-5000x3333.jpg?w=1600) ![curated postcards](https://cdn.sanity.io/images/cxeknc6v/production/df8527adc5bba8fa01cc5b19d0f178897658acdb-5000x3333.jpg?w=1600) ![shopify space with people walking around](https://cdn.sanity.io/images/cxeknc6v/production/c7deb48d8adf4e513896c9449129145bfbff7d74-5000x3333.jpg?w=1600) ### The Space Inside the Shopify space, we "curated" a museum-style exhibition featuring products and work from across the Domaine portfolio, bringing the brands represented in the room into the physical experience of Curated itself. A separate fashion installation highlighted work from across our fashion and apparel portfolio. ![shopify space nyc ](https://cdn.sanity.io/images/cxeknc6v/production/19093628d9427cb0261bcf3ca1ef2d78a25ffa05-5000x3333.jpg?w=1600) ![domaine curated client products](https://cdn.sanity.io/images/cxeknc6v/production/d5a591c6a738b2566625dcb37fcf6c10df0b77a5-5000x3333.jpg?w=1600) ![shopify space with people introducing](https://cdn.sanity.io/images/cxeknc6v/production/69894455d3a2b3eaf6c416c90bd7c15960585e66-5000x3333.jpg?w=1600) ![domaine leadership standing](https://cdn.sanity.io/images/cxeknc6v/production/420ac161544596aba2009ee5246a10f5efbc07ea-5000x3333.jpg?w=1600) ![speaker panel example one](https://cdn.sanity.io/images/cxeknc6v/production/cd8f42968fc50b303a1703e1125acd23728dd2fe-5000x3333.jpg?w=1600) ### Morning Sessions: Setting the Stage The day began with breakfast and check-in at Shopify NY, followed by welcome remarks from Domaine's VP of Marketing, Chelsey Heppler. ![curated panel and audience listening](https://cdn.sanity.io/images/cxeknc6v/production/f3a2ea435ec8a14df8335d7f2bddfb0e12dcad23-5000x3333.jpg?w=1600) The opening panel, **The Future of Commerce: Domaine's Perspective**, was moderated by Domaine's President, Marko Bon, and featured Director of Retention Stacy Strom, Director of UX Katie Baligod, VP of Engineering Johnnie Regalado, and VP of Design Trey Hardin. Drawing on insights from hundreds of brand engagements across strategy, customer experience, technology, marketing, and design, the group unpacked how AI and shifting customer expectations are reshaping commerce, and what leading brands are prioritizing as a result. Next, **Building Client-Agency Partnerships That Drive Long-Term Growth** brought together leaders from across the Domaine portfolio and our delivery team to explore what separates a successful project from a long-term strategic partnership, from shared ownership to clear communication and cross-functional collaboration. The morning closed with a fireside chat, **AI & Operational Excellence: Lessons from Inside Shopify**, where Domaine COO Jineane Ali sat down with Lawrence Mandel, VP of Engineering at Shopify. Their discussion offered a candid look at where AI is creating meaningful leverage inside Shopify, what the company has learned from putting it into practice at scale, and how those lessons are shaping the way it builds for the future. ### New this year: brands-only roundtables For the first time, Curated made space for smaller, brands-only conversations. Each session was facilitated by a Domaine leader alongside two of our sponsors: ![client roundtable at domaine curated](https://cdn.sanity.io/images/cxeknc6v/production/d1fd27cedb6a83890b32fadfad581eec4277e7c6-5000x3333.jpg?w=1600) ![roundtable session signage](https://cdn.sanity.io/images/cxeknc6v/production/8fea95ddd632b058405f2a97c9a04aedf30dd5b8-5000x3333.jpg?w=1600) ![roundtable discussing client work](https://cdn.sanity.io/images/cxeknc6v/production/ba305f68862bacc0d70b9d65f6d4d54e6bc0d1a9-5000x3333.jpg?w=1600) ![client roundtable in the shopify space](https://cdn.sanity.io/images/cxeknc6v/production/1e46bd4e34e5a1dd84ea0941cd918dea59acc503-5000x3333.jpg?w=1600) #### Roundtable: CRO & Experimentation **Quote from Client: “There is no universal CRO best practice. The strongest experimentation programs use data to understand what works for their specific brand, audience, and customer journey — especially as the role of [the brand website] expands beyond the conversion itself.”** Led by Sachin Bhargava, Senior CRO Strategist at Domaine with Visually and Recharge. This roundtable compared how brands are evolving their experimentation programs, balancing promotion with experience, and deciding where personalization and AI can actually make an impact. #### Roundtable: CRM, Customer Retention & Loyalty **Quote from Client: “Retention is becoming less about individual channels and more about the full customer relationship. Brands are looking at how CRM, loyalty, AI, and first-party data can work together to personalize the post-purchase experience, anticipate customer needs, and create more relevant reasons for customers to come back.”** Led by Stacy Strom, Director of Retention at Domaine with Loop and Klaviyo. This roundtable explored how brands are connecting CRM and the site experience, getting smarter about segmentation, and treating every customer interaction, including what happens after the purchase, as an opportunity to strengthen the relationship. #### Roundtable: International Expansion **Quote from Client: “International expansion isn’t just an ecommerce challenge. The storefront may be the easiest part — success depends on aligning technology, operations, inventory, finance, legal, marketing, and the broader organization.”** Led by Katherin Bednarz, VP of Delivery, and Jineane Ali, COO at Domaine with Global-e and Tapcart. This roundtable explored how brands are considering international growth today: where they’re seeing opportunity, what creates the most complexity, how they decide when deeper localization is worth the investment, and what they’ve learned along the way. #### Roundtable: AI & Operational Efficiency **Quote from Client: “AI can get teams 80% of the way there quickly, but scaling it reliably requires solving for the final 20%. The brands making progress are moving beyond individual prompts toward structured workflows, specialized agents, quality-control loops, and human oversight.”** Led by Johnnie Regalado, VP of Engineering at Domaine with Shopify and Gorgias. This roundtable explored what the next phase looks like in practice: where AI is creating real operational leverage today, how teams are moving from assistance to action, what they’re choosing to automate or build, and how the role of ecommerce and engineering teams may evolve as these capabilities become embedded in the platforms they already use. #### Roundtable: AI & Discoverability (GEO) > **Quote from Client: “There is no established GEO playbook yet, and being mentioned isn’t the same as being recommended. Brands are focusing on the fundamentals — structured data, authoritative content, third-party signals, and continuous testing — as they learn what actually drives AI visibility and favorability.”** Led by Milo Farley, Director of Delivery at Domaine, with Yotpo and Vercel. This roundtable explored how brands are approaching GEO today, from technical readiness and content strategy to reviews and third-party signals, measurement, and the difference between simply appearing in an AI response and actually being recommended. With half of this year's topics centered on AI, the roundtables reflected just how quickly priorities have shifted since our first Curated, when conversations focused largely on personalization, international growth, and site design. ### Afternoon sessions: scale, craft, and commerce in action The afternoon opened with **How to Scale Your Brand Across Global Markets**. Domaine's Mac King, CRO, joined client leaders to discuss what going global really involves beyond launching new storefronts: localization, governance, operational complexity, and the lessons learned from scaling across markets. In **Human by Design: Creating Distinctive Experiences in the Age of AI**, leaders from across Domaine, Pattern, and our client portfolio explored why speed alone isn't differentiation, and how brands can embrace AI-enabled efficiency while preserving the storytelling, craft, and human judgment that make great ecommerce experiences stand out. Next, VP of Accounts Allie Hincks hosted **Commerce in Action**, a rapid-fire series of lightning talks spotlighting innovative commerce experiences delivering real business impact. Brands then headed back out for their second round of roundtables. ![president marko bon holding domaine post card](https://cdn.sanity.io/images/cxeknc6v/production/f784a4c6452a36fd66211b054d0a8096ce1751e1-5000x3333.jpg?w=1600) ### Closing keynote The day's programming concluded with **How to Lead Change at Enterprise Scale**, a keynote conversation between Marko Bon and Catherine Ok, VP of Consumer Technology at The Estée Lauder Companies (ELC). Framing digital transformation as much an organizational challenge as a technical one, Ok shared lessons from leading a Shopify transformation at one of the world's largest and most complex retail organizations, from building executive trust to navigating resistance and driving lasting change. ![curated panelists talking on stage](https://cdn.sanity.io/images/cxeknc6v/production/f3a43e39105e8f797c76389583b66015afec7eff-5000x3333.jpg?w=1600) ### Evening: Happy Hour, dinners, and a nightcap Guests stayed on at Shopify NY for happy hour and hors d'oeuvres before heading out for intimate dinners at some of SoHo’s best restaurants. For those not ready to call it a night, late-night cocktails followed. ![domaine team photo](https://cdn.sanity.io/images/cxeknc6v/production/879454e63cae89f749e43afd37aba8e439176719-5000x3333.jpg?w=1600) ![curated attendees one](https://cdn.sanity.io/images/cxeknc6v/production/9624cbb1e9ec4c78d4ca64fb4c00166226754895-1200x627.jpg?w=1600) ![other event attendees posing by the sign](https://cdn.sanity.io/images/cxeknc6v/production/5c50646838f8140270eb3b4c9935396f4159c3d3-5000x3333.jpg?w=1600) ![more event attendees enjoying the event](https://cdn.sanity.io/images/cxeknc6v/production/3de73a30e51f1348a2684268c1d1206f3a494034-5000x3333.jpg?w=1600) ![summit attendees at the happy hour](https://cdn.sanity.io/images/cxeknc6v/production/61a6ebb56cf3bb9ee47921b23c937db9beaeb34a-5000x3333.jpg?w=1600) ![domaine leadership](https://cdn.sanity.io/images/cxeknc6v/production/06aa6d583c504b3820cc25f2699765c013c857bc-5000x3333.jpg?w=1600) ### Our Partners Curated 2026 was hosted by Domaine and Shopify, and sponsored by Gorgias, Loop, Yotpo, Global-e, Klaviyo, Bloomreach, Visually, Swap, Signifyd, Recharge, Tapcart, Constructor, Siena, and Vercel. **Closing** We look forward to continuing the Curated tradition next year. Looking to get in touch with our team? Reach out to us [here](https://domaineworldwide.com/contact/). ### A Week of Collaboration, Insight, & Action at NRF ’26 https://domaineworldwide.com/insights/events/nrf-26/ From wellness mornings to executive dinners, Domaine and Pattern spent NRF ’26 connecting with commerce leaders around technology, CRM, and B2B strategy. With [Pattern](https://www.thisispattern.com/) officially part of Domaine, our presence across New York reflected how our work has expanded the past two years, particularly across [creative](https://domaineworldwide.com/services/creative/), [technology](https://domaineworldwide.com/services/technology/), [CRM](https://domaineworldwide.com/services/marketing/), and [B2B commerce](https://domaineworldwide.com/services/technology/unified-commerce-solutions/b2b/). From early-morning wellness to late-night dinners, the week brought together builders, operators, and leaders who are shaping what commerce looks like next. ## A growing ecosystem, together NRF ’26 was our first Big Show with [Pattern](https://domaineworldwide.com/insights/domaine-news/domaine-acquires-pattern/) officially part of the Domaine team. Across the week, that partnership showed up in how we hosted, collaborated, and contributed to conversations. Together, we spent the week talking with brands about how commerce teams can connect frontend experiences with backend systems, align B2B and DTC strategies, and use technology to create clarity rather than complexity. ## Sunday: Kicking off with community & creativity The week began in Soho at **Pattern’s Sip & Shop at [Marine Layer](https://www.marinelayer.com/)’s Patch Bar**, hosted with [Shopify](https://www.shopify.com/), [Nosto](https://www.nosto.com/), and [Gorgias](https://www.gorgias.com/). The evening brought together brand leaders around a hands-on retail experience that blended [customization](https://domaineworldwide.com/work/features/product-customizer/), technology, and [brand storytelling](https://domaineworldwide.com/services/creative/design/branding-and-identity/). ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/1dd7f014fc06e6d81249b350b5cdfb6b27bf69c5-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/ae381df135ed5c9ac52f696cb9022529794abfba-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/d32db7b9b2795599d2a22a79e502fb2579eea7c1-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/b4b9a5801ff562b616785dde96ad2f8262809414-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/fb46a524321c94776cdf6665eb06f407c45215c1-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/c2c1df175fc560111043db8e191d20d339802d72-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/d7dfde1e73bac82bea5570563dfbd1cd3960529c-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/33237ae86e015159f33358f1b494b69e884431ee-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/6f238d616ca1360d3b1fe66f5f79908094d89cd1-5760x3840.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/ef7701304310813c0e2c1952adf9a30921e2cb9f-5760x3840.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/8f43ee9ff8387fd814fbbb3b12e2b24db013f05f-5760x3840.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/08c0b76c5c0b4e74728622c92252a1300bfeaa47-5760x3840.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/54bb1e57147fcfec2dc845f32fa8d563346432e4-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/bd71cb0e7d65310a9f1863f45edc7b0ca4888cd0-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/9285252007af9f9dc68ea47e11e8aac5db8b6efd-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/efc0a223e5f07ca22f5e81a195728618cf58599d-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/046aa747c518ad2ac064568fb76b8dbc720b66c2-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/37736d2e99b918f2f7cbaffc2ba484fe6acd146e-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/b4e54fe2e254c159e5f9f2aa4494b306965adf4f-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/ffe9f683f1b8012fbed1b8d1e498a3dfd0e904c5-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/fe93997ab0273d23e05a8243947b110d379eca3b-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/5f4fdc8ed26bfe5d9323a3a9c03e1db292daef15-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/21a1876b8196f035326a5e33aabdcdee32c5dbcb-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/393a87dda938fc111f6439a745c1345c7783579f-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/98ffe4b5904789e1736b60b35805c050eb4287df-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/6a53684478cecf0db90767debce899692ab14194-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/e07362a2587645333fe97b6504f968b5c6b87b12-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/6669e126cf4b8bf6234524d55f6b3b33a8cd677b-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/0c174869297b6624ccbff2c2c0284cc2fd512971-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/83cb06e4ce3834d564048cb7a8bc5d0bfcb7b896-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/115e5b284cc29898d7fe40f0e3c2f9bfc801f188-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/6fcd62b8c6784713c4e0e6a7ce10da6ca92b8657-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/1dc3c6fa822233728afed66a4739596a4da8c4d5-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/9c42c2c4bdfd80c0850930de812a609d96aec3dc-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/a5522a4c8598dce9c1f4977622f9bcf190c1ea65-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/50b69e729e35ac8002ab9f8f33749b58a6602127-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/1f20fd7e32067f2da348e2f254203a130e86da45-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/31a03d62f34e53526fc6f312534f07a0160c4326-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/94950af22b43c5c9b788b531e727000b43b2664b-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/d81709b9a76fc6119e60d8979b018b73975d2971-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/d1e6a348746eba51a463aa183987b940c2abe5f5-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/b3aa0fbad84677065375a034d5fc74cdc17eea43-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/d909047a35fb769b914d7006c1a53bbcac2fcc19-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/d0c09460d6171bcf3b8695145677ed8c5290d2ef-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/5e90b67a33ba07f89f0d75514c618519841316e8-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/3b1077a2990ef2c6bb8fb6021842efc1e6555954-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/d5eb7a3507edc483016bb75f289c6b8dc378205d-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/d706c83dfcfbb54e33bdf6de4a995984c5187865-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/cb85a20d3532fdb6dd9c6c64961b7e2d6ae6f0e4-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/48620a0dfee71c6665baaaa890073325db41b86c-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/f5760f1da84143434720a2849dfe98555ab5aae7-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/adac1e1f38c64590dd5e7facd6bc0ea5d44e0ac4-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/a8f01e5ac5da103eb7ad71d64df923e947b9ac26-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/ce9d42d9f5183fb9e14fbebf18502f1566571b91-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/940e8fd6418305a09ef0463f3d5e6bf7e98b6597-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/23ee8e158a8230e85c49105d80fbbaacc150a4d5-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/32ca2b1d65716396f1dc55f558ff2583f0836e70-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/40a7d680499ebba6f32cfba248aa2f68a104c9fb-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/9fb64d9227a001b5b1116d95bd8f8aa047245013-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/138b0c88309c319430d6524bc92cfefac21568c3-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/7ddd7a6d571491f18810b366c95e2d14553f0757-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/5b27ef577f133f034eb1104f10d1149f99934ed4-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/f519e00991b5f9e90d0e86857482976f8ae0509f-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/3aef78b30d0f2f12343f15cb97e4d1510e4cf98b-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/060fbccf076221023e45752d79937dec0a21ce5c-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/d88a7a695609a67ac17b76eb9e42127ff6f0ad48-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/4e72ea26fbcacca813b47f03969f38bd0b7a16d6-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/44a83cdcdb61f7f1f9322188c649a023f54c67f2-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/f88f47cc6f32c0147831e1db7307f196b2310f7a-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/b2f19f417d3402e5c6c01fbf237cab8fa34d80a4-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/239f1c19c13699a68132f1fbdfa13de637d5eef8-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/26edc59d753601573ec68e74cd1bc23717225e3f-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/32dcef9347ba2f367c79c28190cda021a5a61ed2-3840x5760.jpg?w=1600) ![Pattern's Sip & Shop Event at Marine Layer](https://cdn.sanity.io/images/cxeknc6v/production/9f2e4b3cb6cfc228a42be99d745a438402d3e965-3840x5760.jpg?w=1600) It set the tone for the week ahead — thoughtful, human, and grounded in how commerce works in the real world. There was even a Magician present who delighted. ![Guests with the Magician](https://cdn.sanity.io/images/cxeknc6v/production/50b69e729e35ac8002ab9f8f33749b58a6602127-3840x5760.jpg?w=1600) ![Guests with the Magician](https://cdn.sanity.io/images/cxeknc6v/production/31a03d62f34e53526fc6f312534f07a0160c4326-3840x5760.jpg?w=1600) ![Guests with the Magician](https://cdn.sanity.io/images/cxeknc6v/production/b3aa0fbad84677065375a034d5fc74cdc17eea43-3840x5760.jpg?w=1600) ![Guests with the Magician](https://cdn.sanity.io/images/cxeknc6v/production/5b27ef577f133f034eb1104f10d1149f99934ed4-3840x5760.jpg?w=1600) ## Monday: Wellness, leadership & enterprise conversations Monday was our busiest day, spanning wellness, executive leadership, and enterprise technology. The morning started with our recurring **Women in Ecommerce Series, with a Morning Wellness Session at Othership**, hosted with [Rivo](https://www.rivo.io/), [Recharge](https://getrecharge.com/), [Rebuy](https://www.rebuyengine.com/), and [Loop](https://www.loopreturns.com/). The session created space for reflection and connection before the pace of NRF accelerated, reinforcing the importance of sustainable leadership in a fast-moving industry. ![Group photo of the female leaders at Othership](https://cdn.sanity.io/images/cxeknc6v/production/c5161fc7ec522f0e4f24dc1a49efedde22bd82c7-4284x5712.jpg?w=1600) ![Group photo of the female leaders at Othership](https://cdn.sanity.io/images/cxeknc6v/production/b641687440e5e7b47e6c21282987e11ee938543c-5712x4284.jpg?w=1600) ![Poster board at event](https://cdn.sanity.io/images/cxeknc6v/production/d1aa9bbb1043904a2dd0f1092fb8b7b3e6861c17-4284x5712.jpg?w=1600) Later that morning, we co-hosted a **CTO Breakfast at The Modern at MoMA** with Shopify and [Constructor](https://constructor.com/). [Sandy Jeong](https://www.linkedin.com/in/sandyjeong/), Field CTO at Shopify and [Daniel Pardes](https://www.linkedin.com/in/danielpardes/), VP of Digital Product at [AWAY](https://www.awaytravel.com/) had a conversation on stage centered on [architecture decisions](https://domaineworldwide.com/services/technology/back-end-development/systems-architecture-evaluation/), composable systems, and how technology leaders can support both DTC and B2B growth without over-engineering. ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/3eb95d437c0b024efece09a20835eed8843a54cf-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/6cd783519fdf3e7e35fac472806ea12cfdca15e3-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/556d05607ee5322d48e27210c826153c4d4d6bce-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/4f9774b2dc6af538b47e2ff1a0011d93ee426fa1-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/fb16dc01cd6517054938cacde74315a1e471394a-2250x3000.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/1c14c66e0123a8f88a777db17d01f5d4e44386e9-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/5e23e1379a4974005a8e71ed8559aec3c97e7fb9-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/f0f62a96001bb83a158beb6be86f86a97abdf90b-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/63c675d04c465f63fe0cf724ff89dc9423e7baba-2250x3000.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/3ca6fb29e467901a1c5cb66c97c9ef3cb304df33-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/fab924b56139570565d062ffbc42424fcddd3523-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/55385ab9ddff1f9ab98157962898e56b1c390023-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/648dcbf4a156e8f2cf6741dc61a297126d6a2793-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/f177fb7a0439f301afd661df98f0594215eadd60-2250x3000.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/137e25e57ff5feaf28c30122f65c31036f7f7411-2250x3000.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/255fa3fa1ba2b41db26b1a7372025643957b9e83-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/d6330ed81dbd6c75ebce0861c7b1c69e9d53817a-2250x3000.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/10b335c7be9111b49e886a8b4c500f3d13ff51f6-2250x3000.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/4055aad0cb1f0d400f59bb5bcb4e4b56ac055483-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/535a9c80a5206e700ce6bf5116f7c91ddb1755f2-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/2446cff8ebe2823d19f71cc3d3e78cfaa56f3043-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/4c137f20b35ef9f8c1f9406c89b4b253a1e203b3-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/c84021e72293f0fc11bdaaaca528e14ce9ae3214-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/2b6dc0f5381c53ca8e2056f6456a48cc74311466-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/b9c12e1da47775829c3318469f906b5e62cc2d47-3000x2250.jpg?w=1600) ![Guests at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/25aea739cb6c8acab783835ea9bf6c973cfbb2d0-2250x3000.jpg?w=1600) ![Sign at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/bbefb438f14537c462d8a50b7999e252a6daee98-2250x3000.jpg?w=1600) ![Sign at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/581fc0de7bef7d789ccc1ee1aa006385f7bab5fa-2250x3000.jpg?w=1600) ![Table at the CTO Breakfast](https://cdn.sanity.io/images/cxeknc6v/production/5b872759cee2373ffe32eb27fb4289766cbc6350-3000x2250.jpg?w=1600) At **The Innovation Table**, an invite-only lunch at La Mercerie with [Tie](https://meettie.com/), Orita, and [Klaviyo](https://www.klaviyo.com/), discussions shifted to [CRM](https://domaineworldwide.com/services/marketing/b2c-crm/) and [lifecycle marketing](https://domaineworldwide.com/services/marketing/lifecycle-marketing/), where experimentation, measurement, and how teams can operationalize innovation across departments was top of mind. ![Guests at the Innovation Table CRM event](https://cdn.sanity.io/images/cxeknc6v/production/d48ca9f5bcc242339cdf46fc50f07b29feaba220-3024x4032.jpg?w=1600) ![Table at the Innovation Table CRM event](https://cdn.sanity.io/images/cxeknc6v/production/0b465f7f6501597aeadd89ff20286841e13f23e2-4284x5712.jpg?w=1600) ![Table at the Innovation Table CRM event](https://cdn.sanity.io/images/cxeknc6v/production/4eda9d878a00e0281fb448e5131ebecfd697bb61-4284x5712.jpg?w=1600) ![Guests at the Innovation Table CRM event](https://cdn.sanity.io/images/cxeknc6v/production/afb808530d8c3329cca1f94a3bd44a5280a5ad68-4284x5712.jpg?w=1600) The day concluded with two evening events focused on leadership and connection: - **Enterprise Executive Dinner at COTE NYC**, hosted with Shopify and Gorgias, brought senior leaders together to talk candidly about scale, maturity, and organizational change - **NRF Supper Club at Torrisi**, hosted with Shopify, created a more informal setting for continued conversation and relationship building ![Guests at the Enterprise Dinner](https://cdn.sanity.io/images/cxeknc6v/production/bb5a951e9bf8ff5a694b4af1bf1917ba91dedf08-3024x4032.jpg?w=1600) ![Guests at the Enterprise Dinner](https://cdn.sanity.io/images/cxeknc6v/production/f39f9a3a97f4b5da82b82e3dc8ff4e702ac1974c-3024x4032.jpg?w=1600) ![Menu at the Enterprise Dinner](https://cdn.sanity.io/images/cxeknc6v/production/c916314803c5db427d7b70d6282f9b6475c60afe-3024x4032.jpg?w=1600) ## A night for retail tastemakers Monday wrapped with **A Night for Retail Tastemakers**, hosted with [Talon.One](https://www.talon.one/), Shopify, and [Braze](https://www.braze.com/). The event celebrated the people behind modern commerce — the strategists, technologists, and operators turning ambitious ideas into durable systems. Across conversations, a clear theme emerged: technology decisions matter most when they support long-term relationships, not short-term wins. ## Tuesday: B2B on the main stage On Tuesday, Domaine’s Director of B2B [Brad Borman](https://www.linkedin.com/in/brad-borman-596ba16/) took the stage for a **B2B panel at Shopify’s NRF booth in the Javits Center**, alongside [Trish Rice](https://www.linkedin.com/in/trish-rice-83951b54/), Lead Digital Commerce Platforms at [Mars](https://www.mars.com/), [Paul Oliveira Neto](https://www.linkedin.com/in/paulooliveiraneto/), Global Ecommerce Manager at Mars, and [Jay Atkinson](https://www.linkedin.com/in/jatkinson10/), Enterprise Solutions at Shopify. The discussion focused on how [B2B commerce](https://domaineworldwide.com/services/technology/unified-commerce-solutions/b2b/) is evolving, why expectations now mirror DTC experiences, and what brands need to consider when aligning sales, service, and digital platforms. ![B2B panel at Shopify](https://cdn.sanity.io/images/cxeknc6v/production/199642895816970f03e27d5bf083b61bff64bda0-5712x4284.jpg?w=1600) ![Brad on the B2b Panel](https://cdn.sanity.io/images/cxeknc6v/production/a7ce3e2135551613d12183a2be9f05bba9591990-3024x4032.jpg?w=1600) ![Brad on the B2B Panel](https://cdn.sanity.io/images/cxeknc6v/production/04305ae2dd1b34f85aa96012970066666e812ecf-5712x4284.jpg?w=1600) It was a fitting close to a week centered on integration, between teams, technologies, and channels. ## Looking ahead NRF ’26 reinforced what we’re seeing across our work every day. Commerce teams are prioritizing: - Technology stacks that enable flexibility without fragmentation - Stronger CRM foundations - Clearer B2B strategies With Pattern now part of Domaine, we’re more equipped than ever to help brands navigate that complexity with confidence. Our team left the week energized by the conversations we had, the partners we collaborated with, and the shared momentum toward more thoughtful, connected commerce experiences. **Want to learn more about Domaine?** — We're the world's largest Shopify design & development practice. — [Get In Touch](https://domaineworldwide.com/contact/) ### Futureshift: The Commerce Evolution at Shoptalk 2025 https://domaineworldwide.com/insights/events/futureshift-shoptalk-2025/ We returned to Shoptalk with Futureshift, a follow-up to our brand launch celebration last year at Sphere. Alongside 250 leaders from the industry, we explored the evolution of commerce through a custom-built installation, cocktails, and a multi-sensory film experience. From March 17–20, we joined the world’s leading brands and commerce innovators in Las Vegas for [Shoptalk](https://shoptalk.com/) 2025. As one of the industry’s biggest conferences, it was the perfect backdrop for conversations about what’s next in ecommerce. [Watch video](https://www.youtube.com/watch?v=Y5KSY4v9Cm4) We headed back to [Sphere](https://www.thesphere.com/) this year for our main event, _Futureshift: The Commerce Evolution_. This event was held in Sphere’s Expo 3 space, overlooking the atrium which houses various AI innovations. ![TV installation at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/fd988323c8c1b10a913d40353fbe6e25ec5a59a5-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/73e1ffac27cb238378de348120fc83e6120d5e3a-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/db5137764f68a2c875eb61cb8b6bccba2218b510-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/2db29ea07f76c0232b44fb5689283b77ab92005c-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/51003e5344500edad6934d3b8b4ba228d8b21c93-3200x2133.jpg?w=1600) ![TV installation at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/ccdbe23153c984855bd38f8d7afa3878405ac082-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/50ccbb90da054c4a9ca64a5168a7144272474711-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/c55add5a564dc70a785b408942161419c8451b6f-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/1537c07d3d35796781037a36a6f0a20372bb3025-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/ba7182abdadbe9699ef98c53eb48a842b318c0f3-3200x2133.jpg?w=1600) ![Max and Marko speaking at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/86b7e5d3fb2c39f54fc224238713e280039449b8-3200x2133.jpg?w=1600) ![Max and Marko speaking at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/3d743ae60eed781797caa74790ec5b7fecfa62ca-3200x2133.jpg?w=1600) ![Max and Marko speaking at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/74ac51f4b56fc31b7bc8289e31f9e08088b28d66-3200x2133.jpg?w=1600) ![Max and Marko speaking at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/42af934e32460a79a23328fdeb8d64ce481a2e71-3200x2133.jpg?w=1600) ![Max and Marko speaking at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/c24882473ccb15c87fe1ac8690bf747b180dda98-3200x2133.jpg?w=1600) ![Guest in front of TV wall at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/9fcaa2f4fae08e3b4ebfcc803c8ab8e3af28029f-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/ba215d6b9a185becfd134fa0de7552039ebb1d77-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/8f3429601db8fc2a79b64ad2f506c18442358a95-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/e51a6dfc3593ab39dbe0941882d6c960d7db2dd0-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/71e0c2050b28e90435698efaab1b2fb00ea9194b-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/e7b3ed57e9e273dfdc30cca97f64ce2f51d9f360-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/2857a8e1e93ab363a86666886f9488302721a19b-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/96841a04bdb08480298e51b5c8998f1d963d99b9-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/785e4fe90e75a5e65c394c5e035816f0ec94978a-3200x2133.jpg?w=1600) ![Guests at Futureshift](https://cdn.sanity.io/images/cxeknc6v/production/ae3ec5a5a4cbac4e173c21f5c91ad34f9850e6f8-3200x2133.jpg?w=1600) We created an experience that celebrates the past, present, and future of commerce in a way that felt both nostalgic and forward-thinking. Our event featured a retro-inspired, custom-built TV installation placed inside one of the world’s most technologically advanced buildings. ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/d09d17dee8eb7b89ae28da3043d6b288f0c04292-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/c39636b5751458595f45b3730b4af274a5bac011-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/fce56854a0bd47fe338de732b81fac32a634fd1c-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/55ba960b00026ef5970752d1b2e7398c4528049f-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/51f2e8dc06875be47b6a6443f6139bf253c92ab1-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/ff8c0d9118d8884651395fab73f3c594e4da6167-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/a12640ec2f33d26794bb356ef8bcbdc8d0200302-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/34564f891e91bb7a5c3fe04b24d85ffdeab2da74-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/98abb2d427196d6cffd613548f332b7f6b3cf2be-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/28f6660b795a60fba7186400fe8e045786672144-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/bbe41c2b8bd7b35a24427b94b28e975de0c400a7-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/be20e5e3d09c06d433d8fb868b7984e6ce0bb2c9-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/b9fb7acc2a992c736b82b8ace36fa91f98789bc4-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/f32b1c9b0bf0840876559acf5719294b772c827a-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/9e42f65aa3046bfb91de1b9121507b84c528bea4-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/ca0d68926b568f9eea51edce89e8445aed219508-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/d30846417aaa14c79699f451f4f609715823badb-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/2aeb613cd961783b37b0674b40fcea3f3292dd09-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/7ddad343818160a158f4361c2255e29d2580ae7d-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/467ad97e657a7ccfa601b4c02a0df746c5e96d10-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/3a416642c179ffb2fe99512c3f078d3f584a577a-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/48b7f8d0fa304d7f678dc2a7d398570da1d8e3ac-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/42a05c86191e1abd247268c032ce788869722d2f-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/7b8f2673ac0488547cd4b8841a54dc4adf383a35-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/f9b128de9725f899ddc983e7679423b72811b6ee-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/14ef313c56e592118989efcf9ad0f63d5e59e4c2-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/57bbe1f0f7795ada8dac363bcc41c96270fe25d1-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/b8d20cdabf850bd9b6ef7251a9b595fb9ded3e36-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/a830208be25ccbd120ba19aa129f30591394e08c-3000x2000.jpg?w=1600) ![Guests in front of our step & repeat](https://cdn.sanity.io/images/cxeknc6v/production/08ee57b7913c2884475b09e235d0ecce913d65dc-3000x2000.jpg?w=1600) With 250 leaders from the commerce industry and the Shopify ecosystem, the night kicked off with cocktails, canapés, and thought-provoking conversations. ![Guests looking at TV wall installation](https://cdn.sanity.io/images/cxeknc6v/production/7c36b81325f097b36b9bd76dc8a1f4edd97e566e-3200x2133.jpg?w=1600) Guests explored our interactive installation, which highlighted defining moments in the industry: from the launch of the world wide web and the invention of the iPhone, to the rise of Large-Language Model (LLM) driven AI personalization. Finally, guests stepped into the main bowl of Sphere for a screening of _Postcard from Earth_, Darren Aronofsky’s multi-sensory exploration of humanity’s relationship with technology and the planet. [Watch video](https://www.youtube.com/watch?v=3ztYedzI9a4) _Futureshift_ wasn’t just about looking ahead, it was about recognizing the shifts that got us to our present day. By blending nostalgia with innovation, we sparked conversations about what’s next for brands navigating an ever-evolving landscape. ![Guests answering questions at our confessional booth](https://cdn.sanity.io/images/cxeknc6v/production/2c324aa074b118cef26cfdcc6877a2fe436cf9d0-3200x2133.jpg?w=1600) ![Guests answering questions at our confessional booth](https://cdn.sanity.io/images/cxeknc6v/production/efbf38c6147edfd4bc1ac030fdf9ff536706b011-3200x2133.jpg?w=1600) A special thank you to our partners [Shopify](https://www.shopify.com/), [Klaviyo](https://www.klaviyo.com/), [Recharge](https://getrecharge.com/), [Loop](https://www.loopreturns.com/), [Nosto](https://www.nosto.com/), [Yotpo](https://www.yotpo.com/), [Global-e](https://www.global-e.com/), and [Kustomer](https://www.kustomer.com/), who helped bring this experience to life. But Shoptalk isn’t just about the big moments—it’s also about the in-between ones. Throughout the week, our original cabana experience, _Poolside with Domaine,_ returned to Mandalay Bay Beach, offering a laid-back space for brands and partners to take a breather. Located just steps from the Convention Center, our West Lagoon Cabanas became the perfect place to step away from the conference floor, catch some fresh air, and connect with our team. From _Futureshift_ to poolside conversations, our time at Shoptalk 2025 was all about forging connections, exchanging ideas, and looking ahead. Because the future of commerce isn’t just something we predict, it’s something we build. ### Figma Config 2023 Conference Recap by Domaine Design https://domaineworldwide.com/insights/events/figma-config-2023-conference-recap/ Config is Figma’s annual flagship conference that gathers design & development enthusiasts from around the world. Here is our team's review of the 2023 edition. [Config 2023](https://config.figma.com/) is Figma’s annual flagship conference that gathers design and development enthusiasts from around the world. This conference is dedicated to providing insightful talks and hands-on workshops led by industry professionals. The event showcases the unveiling of Figma's latest features and updates, generating excitement among attendees. While the conference takes place in person in San Francisco, it also offers the opportunity for a global audience to participate through online streaming of the talks and workshops, which are made available for free. The updates and new features introduced during Config 2023 have proven to be exceptionally significant, offering substantial improvements and advancements that facilitate seamless collaboration between design and development teams. #### Using Color for Scale A talk we really enjoyed was "Using Color at Scale for Aesthetic and Accessibility," led by Ashley Seto, who's a Lead Product Designer at Meta. With 5 years of experience building design systems, she shared practical insights on creating large-scale color palettes and integrating them effectively. Ashley highlighted challenges like achieving contrast with colors like yellow, and debunked the idea of generating palettes solely from images. She emphasized the need to consider how colors fit into a product and suggested tailoring palettes to specific use cases and brand goals.  Ashley also dove into the smart ways to create color palettes on a larger scale, touching both on the experimental side of working with colors, and practical advice on how to integrate color effectively into design systems. Overall, this talk was a great blend of practical advice and real-world experience, which really resonated with our team. ![Speaker at Figma Config 2023 with a slide of color values.](https://cdn.sanity.io/images/cxeknc6v/production/6ff90496edb9d37e2d43853d028ae1ed08d425cd-1600x841.webp?w=1600) #### Everything Everywhere All at Once: Designing for Edge Case ![Movie quote: "You underestimate how the smallest decisions can compound into significant differences over a lifetime."](https://cdn.sanity.io/images/cxeknc6v/production/2a3c19f37782654afe50c89f6f80e1a658f95a1f-1600x841.webp?w=1600) This presentation focused on addressing edge cases as part of the design process and touched on: 1. What an edge case is and what it is not 2. What the process of solving for edge cases can look like 3. How to "sell" the importance of considering edge cases to your organization A very important clarification around the definition of an edge case is that edge cases and accessibility are not interchangeable. Designing an accessible site should occur by default as part of our regular design process and not as an afterthought or an issue we address post-launch. An edge case is an example of a use case that happens infrequently and/or in extreme conditions beyond your typical happy and unhappy user paths. The use case covered in this talk involved users with poor internet connection. Looking at this use case from our lens, this scenario would be a little less relevant considering the geography and economic status of our typical user base that can afford to splurge on more luxury items on an ecommerce website. The example given by the speaker was a survey involving a global and widely used product that would definitely reach many users that don't have a solid internet connection. The problem being solved was: How do we communicate that the feedback given by the user (thumbs up or down) was not captured at that moment because of poor internet connection? The speaker acknowledged that oftentimes addressing use cases is an afterthought or not something organizations build into the scope or timeline. A Project Manager for example, will perhaps look at solving for an edge case as nothing but another bump in the road to their timeline. Taking time to evaluate which edge cases are worth our efforts along with finding the most efficient ways to address these use cases, is key to getting the rest of the team onboard. #### Embracing Art to Enhance Your Product ![Speaker at Figma Config 2023 with a slide showing Duolingo's interface.](https://cdn.sanity.io/images/cxeknc6v/production/2aef6b5bec94d83ce2fd480c680c9329b3871d18-1600x880.webp?w=1600) Anyone who has used Duolingo could tell you that illustrations are an integral part of the experience of using the app, but what makes them so effective? In this presentation, three designers from Duolingo explained how illustrations keep users motivated, make them more invested, and frame the context of what they’re learning. This thinking can easily be applied to any product that requires users to complete a task. The presentation also explained the Duolingo team’s illustration principles, and how those same principles can be applied to UI design; for example, making important elements pop with bright, rounded visuals. These principles are even extended to define the way content is written, making the entire brand system feel cohesive. #### AI and the Future of Design: Designing with AI ![Speaker at Figma Config 2023 explaining atomic design systems.](https://cdn.sanity.io/images/cxeknc6v/production/9e1bd300709b88695c0e352722248f77da99fe23-1600x934.webp?w=1600) AI has been such a hot news item lately that we just had to recommend this insightful presentation. In this presentation, the speakers explained how AI should be seen as a great evolution for design rather than a threat. AI can help designers focus and iterate more on high-level patterns for the experiences they are creating, rather than crafting “atoms” i.e,. pushing pixels around on individual screens. Even if AI can be used to design the “busy work,” designers will still be needed to apply their taste and strategic thinking to what AI produces. Recently, Figma acquired Diagram, which created a design assistant based on AI, and now they are building Genius chat, which brings Chat GPT into Figma. #### Fonts are Software Now, and That's Awesome ![Speaker at Figma Config 2023 explaining file size & efficiency.](https://cdn.sanity.io/images/cxeknc6v/production/4e2811a0282c37cda3df69c6da9cc298352a2c94-1600x891.webp?w=1600) This talk broke down some of the new font features in Figma and CSS, particularly for variable fonts, complete with historical context for how typefaces work. The variable axes weight and width give designers and developers enhanced control over the look of type. Adjusting the width is especially useful to get text to fit into small spaces, or to successfully localize designs for languages with longer words (like German as an example). Grade, related to weight, doesn’t change the width of the characters but still makes them look bolder. Another cool feature of variable fonts is optical size. Without optical size, large headlines can sometimes look too chunky and then small body copy difficult to read; the optical size feature allows for adjustments to the letterforms to make them more legible and optimized for specific sizes. _(Contact form: Your brand has a bright future… Let’s create it. )_ ### ERP, PIM, OMS, WMS, 3PL – what they are and when you might need them https://domaineworldwide.com/insights/commerce-insights/erp-pim-oms-wms-3pl-what-they-are-and-when-you-might-need-them/ Feeling overwhelmed by all the three-letter acronyms in the world of enterprise e-commerce? ERP, PIM, OMS, WMS, 3PL—it's easy to get them mixed up, even here at Domaine Europe. But looking at what these terms mean can be quite beneficial. Because the acronyms stand for a range of useful tools that could boost your online business. ![Bob](https://cdn.sanity.io/images/cxeknc6v/production/5e081bb815b3a1fb0fdbfef40c7e705a55e62a57-1333x2000.webp?w=1600) In this blog, we're offering a straightforward explanation of these terms. By the end, you'll clearly understand what each acronym stands for and, more importantly, how they could benefit your business. We'll also share a valuable tip from our co-founder, Bob, on choosing the right systems. And if you need more help, don't hesitate to contact us! ### ERP - Enterprise Resource Planning One of the more familiar acronyms you’ll encounter is the ERP acronym. In larger companies, an ERP system often acts as the backbone of operations. It’s a comprehensive software suite that includes various modules for e-commerce businesses, providing seamless enterprise software integration for CRM (Customer Relationship Management), accounting, HR, manufacturing, order management, and inventory management. **Advantages of an ERP system** All these modules are cleverly connected to each other and share information, which saves a lot of work, administration and cost. In addition, it gives everyone in the company the same data, and makes sure the financial side of things is always clear. At their best, ERP systems give you more control, effectiveness and efficiency. For that reason an ERP is an expensive but smart investment for businesses with a complex setup and a lot of data going around, for instance companies with many different sales channels in a variety of countries. **ERP x Shopify Plus** An ERP is usually a level above your e-commerce platform, because its scope is bigger. At Domaine Europe we see that, up to a certain size, Shopify is the hub of an e-commerce business, and all other systems are connected to Shopify. When a company starts working with an ERP this changes: at that point the ERP becomes the backbone and Shopify one of the systems connected to it. For large, established companies, the ERP often becomes the core of the business, while they change e-commerce platforms quite frequently. Migrating ERP systems is complex: hence, choosing the right ERP is important because you will likely be working with it for a long time. **Examples of ERP systems** What is available in terms of ERP systems? Of course there’s the big names such as Oracle, SAP, NetSuite and Microsoft Dynamics, but there are ERP suites on the market for slightly smaller businesses as well. Two of them are close to home: [Exact](https://www.exact.com/nl/producten/erp) and [ItsPerfect Fashion ERP,](https://www.itsperfect.io/nl_NL/) a made-in-Holland ERP specializing in fashion brands. At Domaine Europe, while we don’t build ERPs ourselves, we excel at integrating your chosen ERP with your Shopify Plus store(s). Recently we connected a few clients to ItsPerfect (Vandyck, O’Neill, Jane Lushka), and to Microsoft Navision (Megacollections, Boska). → [**Read more about how to choose the right ERP for you business**](https://www.code.digital/blog/how-to-choose-an-erp-system-for-your-shopify-store) ### PIM - Product Information Manager As the name suggests, a PIM (Product Information Manager) centralizes all your product information in one place. What is a product information management system, and how can it benefit your business? A PIM gives every product a unique SKU (Stock Keeping Unit), a special code that helps you identify and track the product across various systems. This streamlines your product data management and ensures consistency everywhere. **Advantages of a PIM** A PIM gathers all the details about your products in one place, covering every variant for all channels, countries, and languages (and SEO). This includes product titles, descriptions, categories, images, prices, and sometimes even inventory levels—though inventory management is typically handled by an OMS or WMS (more on that later). With a PIM, you can sync your product data seamlessly with other systems, like Shopify or your ERP, through an API. → Read more about [**how to choose the right PIM solution for your e-commerce**](https://www.code.digital/blog/how-to-choose-the-right-pim-solution-for-your-e-commerce) **PIM x Shopify Plus** Of course Shopify can store a lot of product data itself as well, but there is a limit to the amount of fields per product - even though extra product information can sometimes prevent a lot of returns. There’s also little room for an endless amount of different variants of the same SKU in Shopify. In a PIM, there’s plenty. When would a PIM be interesting for your business? If you sell many different products; if you want to display a lot of information about your products; or if you need many variants of your SKU’s and want to keep an overview. You need all those variants if you want to optimize your product information for multiple channels: Shopify storefronts in different languages for instance, sales channels such as market places and social media, search engines, multiple countries with their region-specific customs and regulations, a B2C and a B2B webshop - you name it. A PIM also ensures a flawless synchronization between the channels. This is essential if you have multiple Shopify stores and want to prevent differences in product information (prices, for instance). What’s more, a PIM can exchange product data in different formats, and with third party systems like those of your fulfillment partner. **Examples of PIMs** Examples of PIMs include [Akeneo](https://www.akeneo.com/), Quable and Plytix, which are well-regarded and favorites of Domaine Europe. We've also worked with [Katana PIM](https://nl.katanapim.com/), a Dutch partner, another great example for businesses seeking a product information management system. Other notable [PIMs](https://www.code.digital/partners/pim) are Salsify, PIMcore, and Fabric. → [**Read more about Domaine Europe's PIM services here**](https://www.code.digital/services/shopify-pim) ### OMS - Order Management System An OMS does more or less what a PIM does, only for orders. Like an ERP it consists of modules. An OMS collects and tracks all orders coming in via all sales channels, and their fulfillment via all the routes available to your business. When an order is placed an OMS saves it, makes a receipt, starts the fulfillment process via an integration with the systems used for logistics, and tracks the order status through packaging, shipping and returns. It checks inventory levels and adjusts them (including returns), takes different warehouse locations into account, prints shipping labels, and can give instructions for order picking and packaging. **Advantages of an OMS** Order Management Systems are primarily used by fulfillment businesses, warehouses, and customer service desks. They are indispensable for e-commerce giants such as Zalando, Amazon and bol.com, who sell in multiple countries and through a variety of channels and store their products at many different locations. When would an OMS be interesting for your business? Given their cost and the fact that order management can sometimes be automated in other ways, OMS solutions are generally suited for large, international companies. If your order volume is substantial, you operate in various countries and channels, your products are stored in multiple locations, and you have the budget and capability to integrate an OMS seamlessly with your existing systems - then it’s worth your consideration. **OMS x Shopify Plus** When selling online, having some form of order management is essential. For that reason, an e-commerce platform like Shopify Plus already has lots of native order management functions built in. Still, many businesses seek OMS integration with Shopify for advanced functionality. You will very likely also come across an OMS via third parties: when you work with a fulfillment partner they probably use an advanced OMS in which your Shopify store is one of the ‘sales channels’. If you work with an ERP, it will typically also have an OMS module. **Examples of OMS’s** A few of the better-known OMS’s are Veeqo, Brightpearl, nChannel, Manhattan Omni, Skubana, Odoo, and Fabric. At Domaine Europe, we excel in integrating your store with external partners in the ecosystem. If you're looking to connect an OMS to your Shopify store, we'd be happy to discuss how we can help! → [**Read more about Domaine Europe's integrations services here**](https://www.code.digital/services/shopify-integrations) ### WMS - Warehouse Management System A WMS is for companies with their own warehouse or distribution center, who take care of fulfillment in-house. The WMS keeps an overview of everything that happens in your warehouse: what goods are coming in, where they are stored, and what the most efficient order-picking route is for a batch of orders. Additionally, a WMS automates tasks like printing shipping labels. Using handheld scanners and barcodes, a WMS significantly speeds up processes and reduces errors. Moreover, a WMS shows you how to organize things in such a way as to be even more efficient, for instance by storing your bestsellers close to the packing area. **Advantages of a WMS** A WMS is great for optimizing your warehouse and supply chain management tools to reduce errors and increase efficiency. At Domaine Europe we know from experience that, from c. 50 orders a day and up, mistakes will be made if you take care of storage and fulfillment yourself. A WMS is something for you when you grow out of your brick-and-mortar store, office space or garage and want to start storing your products in a more professional way – but aren’t (yet) ready to outsource it to a 3PL partner (we’ll cover those later). Or if you already have a warehouse and want to take it up a notch in terms of efficiency. **WMS x Shopify Plus** A Warehouse Management System can be a stand-alone solution, or a module in an OMS or ERP. It’s typically easy to connect to other systems or parties, such as Shopify Plus and the carriers you use. If you combine a WMS with Shopify Plus, the connector makes sure that relevant data you add to Shopify (for instance new products) is automatically exported to the WMS, and that the WMS supplies Shopify with real-time inventory levels. **Advantages of WMS software** In the Netherlands, quality WMS software can be found with [Picqer](https://picqer.com/nl) and [WICS](https://www.wics.nl/nl/). At Domaine Europe we used them for clients such as SNURK and Knottenwol, and they’re very happy with it. PeopleVox is also a well known WMS, and as mentioned before there are WMS modules available in OMS’s (a.o. Brightpearl) and ERP systems (a.o. Netsuite). ### 3PL: Third-Party Logistics The term Third Party Logistics encompasses all third parties who can take over the fulfillment and shipping of your orders. This type of company is also known under the term ‘fulfillment’ or ‘e-fulfillment’ (for the branch specializing in e-commerce). **Advantages of a fulfilment partner** Outsourcing your fulfillment to a specialist saves you an enormous amount of work. Not only does it take many processes off your hands (storage, inventory management, order picking, packaging, shipping, returns management), often the specialists are better at it than you could ever be. They have (a lot) more storage space than you, with their advanced software they make fewer mistakes, their picking robots work way faster, and because of their contacts with carriers you can typically offer better service at lower cost. Moreover, most e-fulfillment parties make sure they keep you posted on everything they do for you in real-time. While it may come with a significant cost, the investment is often worth it. Your will have more time to concentrate on your branding, sales, and marketing, and you will have an experienced partner to take care of any logistical challenges . **3PL x Shopify Plus** Fulfillment businesses are typically highly automated and work with specialized software (usually a WMS, often an OMS as well). Many fulfillment parties, particularly the larger ones, have developed their own Shopify Plus connector with which it is quite easy to connect Shopify merchants to their systems. When this is not the case, Domaine Europe can build you such a connector as well. You can also call us if you need any help connecting your systems to those of your fulfillment partner, for instance because your IT setup is quite complex. **Examples of fulfillment parties** In the Netherlands you can find a lot of e-fulfillment partners, in all possible shapes and sizes. For various clients (Gladskin, [Stoov](https://www.code.digital/cases/stoov), Daily Paper, [MUD Jeans](https://www.code.digital/en/cases/mud-jeans), Filling Pieces) Domaine Europe has worked with a few who are compatible with Shopify Plus, among them [Active Ants](http://activeants.nl/), [Promese](http://www.promese.eu/), [Bleckmann](https://www.bleckmann.com/) and [Monta](https://monta.nl/) (formerly Montapacking). ### Choosing your tech stack: Bob’s tip for success As you can see there is a lot of powerful software available to further automate your e-commerce business, and to optimize parts of your operations by using specialized tools. Such wealth also presents merchants with a dilemma: when to add what to your tech stack, especially when considering digital transformation in e-commerce and scaling efficiently? Our CCO Bob’s advice: let your choices be informed by your success. “What I mean by that is that the best time to add something new is: when you need it. Not in advance, because some sales guy in a suit told you you cannot do without. Shopify is super easy to connect, so it’s perfectly feasible to connect things like a PIM on the fly.” ### Flexible growth with Shopify Plus Agility is also a big factor in that. An ERP combines a lot of functionality in one, but might also hinder your freedom of movement because of all the customization. When your business is not ‘settled’ yet, a combination of specialized tools might be a better fit for your brand. This is particularly true for companies that are still in their growth phase. Our clients often grow rapidly but in a controlled way, continuously adapting their tech stack to their evolving needs. Bob says: “With all the out-of-the-box cloud solutions and API’s that are available nowadays, this is a perfectly viable strategy: you practically only need to configure them and off you go.” In addition, make sure to check out what Shopify Plus is planning to launch in terms of new features. A lot of the functionality we mention above is already in Shopify in some form, and is constantly developed further. Do you really need it? That’s the key question. Make sure to get advice from someone who understands your business needs, like a fellow entrepreneur, rather than just listening to a salesperson. With a single-product-store you don’t need a PIM, and an ERP is only efficient if it matches your needs and the size of your business: unused capacity is never functional. Have you figured out which external systems could enhance your Shopify store? Or are you still uncertain about what might work best for you? Feel free to send [Bob](mailto:bob@code.nl) an email! We’re curious to hear about your wishlist and we would love to think along! ### What Is Domaine’s B2B Accelerator? A Scalable Shopify B2B Foundation https://domaineworldwide.com/insights/technology/what-is-domaine-s-b2b-accelerator-a-scalable-shopify-b2b-foundation/ Learn how Domaine’s B2B Accelerator helps manufacturers, wholesalers, distributors, and B2B brands launch a scalable Shopify B2B foundation in 12–16 weeks. **Domaine’s [B2B Accelerator](https://domaineworldwide.com/b2b-accelerator/) is the product of internal delivery standards, architectural patterns, and iteration cycles refined across multiple [B2B programmes](https://domaineworldwide.com/services/technology/unified-commerce-solutions/b2b/).** It reflects an explicit decision to optimize for long-term B2B commerce maturity, rather than one-off builds or experimental launches. This offering is not suited to organizations looking for a quick proof of concept or a lightly customized storefront. It is designed for manufacturers, wholesalers, distributors, and B2B-ready brands that recognize ecommerce as a core commercial channel and are prepared to invest in getting the foundations right. With an **investment starting at $150,000 and a 12–16 week delivery window**, the B2B Accelerator is structured for teams ready to commit to a production-grade foundation rather than a short-term test. By aligning closely with [Shopify’s native B2B direction](https://www.shopify.com/ca/solutions/b2b/enterprise), the structure minimizes platform debt and reduces the need for future rework as Shopify’s capabilities evolve. Clean system integration, sales enablement, and scalable growth are treated as first-order concerns, not secondary considerations. ## What is the B2B Accelerator [Domaine’s B2B Accelerator](https://domaineworldwide.com/b2b-accelerator/) is a Shopify-based B2B implementation offering designed to create a robust, scalable ecommerce foundation that aligns with how B2B organizations actually operate. Delivered over 12-16 weeks, it is built to help businesses establish the right commercial, technical, and operational foundations from the outset. At its core, the offering combines three things that are rarely considered together early enough in B2B projects: - Shopify native B2B features - A defined technical framework that anticipates scale, integration, and change - A structured delivery approach built for production use The intent of B2B Accelerator is not to remove the inevitable complexity of B2B but to absorb it early in the lifecycle, where it can be handled systematically rather than reactively. When pricing logic, account structures, and system boundaries are resolved upfront, sales, operations, and technical teams gain simpler execution over time, no longer forced into constant exceptions and workarounds as the business grows. In that sense, the Accelerator is designed not just to launch a [B2B storefront](https://domaineworldwide.com/services/technology/unified-commerce-solutions/b2b/), but to establish a scalable operating model for digital commerce. ## A Structural Response to B2B Commerce Complexity Across B2B ecommerce, the same problems surface again and again, regardless of industry or revenue scale: - Heavy custom builds with high maintenance cost - Weak links between ecommerce, ERP, OMS, and finance - Sales teams bypassing digital tools - Platforms breaking under growth pressure The [B2B Accelerator](https://domaineworldwide.com/b2b-accelerator/) exists to address these issues at the point where they are still inexpensive to fix. The offering prioritizes accuracy over speed, maintainability over novelty, and long-term return over short-term launch optics. Shopify’s B2B capabilities are treated as foundational, not features to be worked around or replaced prematurely. This is especially important for organizations that want to avoid accumulating platform debt while still supporting the realities of negotiated pricing, account-specific buying experiences, and operational complexity. ## What is Included with the B2B Accelerator Designed to support the full lifecycle of a Shopify B2B implementation, from initial architecture decisions through to post-launch adoption and iteration. The programme includes a fixed scope of strategic, technical, and operational capabilities intended to get core B2B commerce right from launch. This includes: - Strategic guidance that connects commercial objectives to system design, ensuring that pricing models, account structures, and workflows are reflected accurately in the platform. - A rigorous review of ERP and OMS integrations, with explicit attention to data ownership, synchronization logic, and migration sequencing. This includes ERP/OMS integration assessment, data migration planning, and technical architecture design for clean system connectivity. - Stores built on a flexible [Shopify Horizon theme](https://themes.shopify.com/themes/horizon/presets/horizon) foundation, customized to the brand and designed to support change rather than lock teams into rigid front-end constraints. Responsive design across desktop, tablet, and mobile is built in from the outset. - Core B2B functionality live at launch, not deferred to future phases; including account-specific pricing, catalog segmentation, B2B registration and approval workflows, and customer-specific product visibility. - Additional scale-oriented features embedded into the offer, including volume pricing across the storefront, customer impersonation for sales support, outstanding balance and credit tracking, split shipping dates, CSV bulk ordering, and one-click reordering from account history. - Launch support, monitoring, and team training are embedded into the delivery, recognizing that adoption and operational confidence are as important as technical correctness. The result is a system designed for daily use by sales teams, buyers, and operations, and for continuous evolution as the business changes. It is also designed to support a sales-led model, where repeat and structured orders can move through digital channels while sales teams stay focused on negotiations, relationships, and account growth. ## Build a B2B Commerce System That Works With Complexity B2B commerce becomes expensive when complexity is deferred, fragmented, or pushed into brittle custom layers. Domaine’s B2B Accelerator is designed to address that complexity early, with a **defined implementation structure, a $150,000 investment, and a 12–16 week timeline** that brings you the right tools for the job. If your business needs a B2B commerce system that can support pricing complexity, account structures, integration requirements, and long-term growth, this offering is designed to provide that foundation. **Move Your System Forward** — [Schedule a B2B Accelerator Discovery](https://domaineworldwide.com/b2b-accelerator/) ### Launching the Domaine Partner Program: A New Era of Collaboration https://domaineworldwide.com/insights/domaine-news/launching-the-domaine-partner-program/ Discover the Domaine Partner Program, designed to enhance collaboration, drive innovation, & foster growth amongst top Shopify technology solutions. At Domaine, partnerships are not just a facet of our business; they are its very foundation. As the world’s largest independent Shopify design and development partner, our journey has always been intertwined with those of our collaborators. Today, we are thrilled to announce the next phase in this journey: the launch of the [Domaine Partner Program](https://domaineworldwide.com/partners/). Our commitment to collaboration is at the core of our growth and innovation. We believe in the power of partnerships to push the boundaries of commerce and create exceptional value for our clients. This new program embodies our dedication to working with the best in the industry, fostering a strong sense of community, and celebrating shared victories. [Watch video](https://www.youtube.com/watch?v=xhl4Ku89wU8) ## We Work with the Best in the Industry At Domaine, quality is non-negotiable. Our partners are chosen for their commitment to excellence and their ability to deliver demonstrable value. We are opinionated about technology, seeking collaborators who share our vision for innovation and quality. Our partners are not just service providers; they are co-creators in our mission to revolutionize the commerce landscape. ## We Value Community Our relationships are built on mutual trust and respect, cultivated over years of collaboration. We believe in the power of education and enablement as a two-way street, and our partners have shown unwavering commitment to deepening our collaboration. This enduring bond is what sets our top-tier partners apart, as they continue to explore what we can achieve together. ## We Win Together Success at Domaine is a collective achievement. Our partners play a crucial role in driving business growth, not just for us, but for our clients and themselves. The launch of the [Domaine Partner Program](https://domaineworldwide.com/partners/) is a celebration of these symbiotic relationships. Together, we create a ripple effect of growth and success that benefits all parties involved. ## Introducing the Three Tiers of the Domaine Partner Program Our new program is structured around the three key stages of our agency’s project lifecycle: Discover, Build, and Innovate. ### Tier 03. Discover Partners These are our emerging partners within the Shopify ecosystem. We collaborate closely with them to develop and enhance our joint offerings, as we seek new ways to support the commerce space. ### Tier 02. Build Partners As a foundational part of our partner program, these are our established partners within the ecosystem. They work with us to continually evolve our partnership and joint offerings while fostering growth for our clients. ### Tier 01. Innovation Partners Representing the pinnacle of our partnership program, these collaborators are the trailblazers who push the boundaries of what’s possible. They are dedicated to delivering top tier technology and the highest-quality service alongside our team at Domaine. Our founding Innovation Partners are [Shopify](https://domaineworldwide.com/partners/shopify/), [Klaviyo](https://domaineworldwide.com/partners/klaviyo/), [Yotpo](https://domaineworldwide.com/partners/yotpo/), [Nosto](https://domaineworldwide.com/partners/nosto/), [Gorgias](https://domaineworldwide.com/partners/gorgias/), [Loop](https://domaineworldwide.com/partners/loop/), [Recharge](https://domaineworldwide.com/partners/recharge/), and [SupportNinja](https://domaineworldwide.com/partners/supportninja/). These are the partners who are industry leaders, and have driven success across a large portfolio of shared clients with continuous improvement and growth. ## Celebrating the Launch Today, we are welcoming a new era of collaboration as we announce our Innovation Partners. The [Domaine Partner Program](https://domaineworldwide.com/partners/) is not just a milestone for our company; it’s a testament to the power of partnerships. We are honored to work with our groundbreaking partners and are excited about the future we will build together. _(Contact form: Interested in becoming a Domaine Partner?)_ ### Unlocking Shopify Editions Winter '24 https://domaineworldwide.com/insights/technology/unlocking-shopify-editions-winter-24/ Shopify Editions are back with another suite of updates & launches for Winter 2024. Here are some of the highlights that caught our engineering team’s attention. Last week, Shopify announced their latest product updates with the launch of [Shopify Editions Winter ‘24: Foundations](https://www.shopify.com/editions). Through Editions, they rolled out a suite of new platform capabilities, all designed to further empower merchants using the Shopify platform. Our team at Domaine teamed up with [Kurt Elster](https://www.linkedin.com/in/kurtelster/), one of the most highly-regarded independent Shopify consultants in the industry, to host a live session to discuss some of the updates we are most excited about and break down why they are important. [Check it out here.](https://unofficialshopifypodcast.com/episodes/shopify-editions-winter24) ![Screenshot of Foundations 2024 landing page](https://cdn.sanity.io/images/cxeknc6v/production/2ec088db5606a6e2983708712c40ca903b5b974c-2880x1276.jpg?w=1600) We summarized some of our favorite updates from Shopify Editions Winter ‘24 below: ### Merchandising One of the most significant updates comes in the form of [new product APIs](https://shopify.dev/docs/api/release-notes/developer-previews?utm_campaign=winter24edition&utm_source=editions&utm_medium=W24E-page&utm_content=W24E&utm_channel=W24-editions-website#increased-variants-developer-preview) supporting an increased variant limit, now allowing up to 2,000 variants per product— a substantial leap from the previous 100 variant cap. This enhancement is a game-changer for fashion brands and other eCommerce businesses offering products with diverse attributes. ![Screenshots of various new Shopify features announced via Shopify Editions](https://cdn.sanity.io/images/cxeknc6v/production/fb6598f48e35bfd4abd7a24b343f6b1d23e56f11-2880x1276.jpg?w=1600) For example, with just three attributes (such as sizes, colors, and fabric for example), the former 100 variant limit could quickly be exceeded. Previously, managing products with multiple attributes required custom features and workarounds to stitch products together in order to list them on a singular Product Detail Page (PDP). Now, with the expanded variant limit, merchants can group more products under one PDP natively within Shopify and provide a more seamless experience both on the admin side and for their customers. _Current availability: Developer preview only._ Additionally, Shopify has introduced a [Combined Listings app](https://www.shopify.com/enterprise/combined-listings?utm_campaign=winter24edition&utm_source=editions&utm_medium=W24E-page&utm_content=W24E&utm_channel=W24-editions-website), enabling consolidated parent products directly within their admin. This creates flexibility for increased merchandising capabilities on Product Listing Pages (PLPs), which allows brand operators to surface products in a variety of different ways, such as for capsule collections, to show different colorways, and more. This new native app provides a standardized solution for displaying product variations, offering flexibility for merchandising while optimizing products for search (SEO). Previously, this was a popular theme customization we built for many of our clients, but this new integration eliminates that need for custom development and provides a seamless experience for both brands and customers. _Current availability: Invite beta only. Reach out to your partner manager for access._ Finally, Shopify announced rich attributes for product categories. Currently, merchants manage what information is displayed on PDPs per product category in a variety of ways, most notably by pinning metaobjects and metafields so they are visible. The limitation is that only 20 of those can be pinned at a time. The new taxonomy facilitated by rich attributes makes it easier to classify and organize products with a standard approach. This represents a huge unlock for brands who don’t operate with a Product Information Management (PIM) and allows richer information to be stored within Shopify directly. _Current availability: Developer preview only._ ### B2B Enhancements With the new business-to-business (B2B) features announced in Editions, Shopify is enhancing merchants’ ability to manage their entire eCommerce business- whether it’s B2B, direct-to-consumer (DTC), or both- all in one place. To streamline B2B transactions, Shopify introduced several new account settings and enhancements. ![Graphic showing Shopify admin functionality](https://cdn.sanity.io/images/cxeknc6v/production/f3b6a25fce784e8e956b675401b435ec1624c093-2880x1276.jpg?w=1600) From assigning sales reps to customers and locations, to customizing pricing and discounts per region, these new features empower merchants to cater to the unique requirements of their B2B clientele. By creating silos for identifying information and introducing more granularity, Shopify is also becoming more secure over time and limiting risk for all parties involved. Lastly, they have made it easier to match B2B site styling with a brand’s DTC site, creating a unified brand experience across different channels. With these updates, Shopify continues to bridge the gap between B2B and DTC, lowering the barrier for more brands to venture into B2B sales. _Current availability: available for everyone._ ### AI-Powered Features With the new built-in photo editor within Shopify Magic, brands can now use generative AI to run enhancements on images, swap out backgrounds, and more. With the ability to reuse and edit their existing imagery, this can represent huge time and money savings for brands as they work to improve and enhance their site design. _Current availability: available for everyone._ With [Semantic Search](https://help.shopify.com/en/manual/online-store/search-and-discovery/settings?utm_campaign=winter24edition&utm_source=editions&utm_medium=W24E-page&utm_content=W24E&utm_channel=W24-editions-website#semantic-search), Shopify introduces a new way to deliver personalized shopping experiences. This AI-powered storefront search can distinguish beyond keywords to identify what a customer is looking for. ![Graphic showing Shopify's semantic search feature](https://cdn.sanity.io/images/cxeknc6v/production/9bb4dee60936a7a3641a1a138f2eb513b882526f-2880x1276.jpg?w=1600) [John Festa](https://www.linkedin.com/in/jpfesta/)-- Sr. Solutions Architect for Tomorrow/Half Helix, shared during our live session that ‘chocolate milk’ and ‘milk chocolate’ represent two entirely different things, but a traditional keyword search may return the same results. Semantic search helps solve for this, delivering a better experience for the customer. Additionally, factors that may be on the fringe but not directly part of a customer’s purchase journey (such as browsing history, previous search terms, and more) now become accessible natively within Shopify, instead of through a third-party app, allowing brands to further personalize search experiences. These AI-powered tools prove crucial in enabling merchants to stay ahead in an increasingly competitive landscape. _Current availability: available for everyone._ ### Returns, Exchanges, and Store Credit Functionality that allows native returns and [exchanges](https://help.shopify.com/en/manual/orders/refunds-returns/exchanges?utm_campaign=winter24edition&utm_source=editions&utm_medium=W24E-page&utm_content=W24E&utm_channel=W24-editions-website) have been added to the Shopify admin, allowing merchants to create a return, make an exchange, and even offer store credit natively through the platform. This is a crucial feature that will help prevent brands from losing that conversion and ultimately keep their customers engaged. ![Graphic showing Shopify's returns features](https://cdn.sanity.io/images/cxeknc6v/production/2918e2aa5e92d735bac60ac0718c7aa51b8ee915-2880x1276.jpg?w=1600) This is another example of Shopify moving important day-to-day operations into the native Shopify admin. Previously, merchants had to use discount codes and gift cards as a solution, but this new feature allows them to properly track returns and exchanges more precisely in order to understand and troubleshoot issues. In addition, this enhancement allows a customer’s entire history to be more accurately tracked within customer account profiles, which facilitates higher touch customer service to address pain points with more impact. _Current availability: early access for select merchants._ ### Subscriptions [Shopify Subscriptions](https://help.shopify.com/en/manual/products/purchase-options/subscriptions/setup) was announced in the previous Shopify Editions, and is finally now available for everyone. Previously, to launch a subscription program, brands only had the option to use a paid third-party app. ![Graphic showing Shopify's subscriptions UI](https://cdn.sanity.io/images/cxeknc6v/production/cc95faaa0bb53b88a88814c6f299fd733c603548-2880x1276.jpg?w=1600) With this functionality now live, the barrier for brands looking to test out a subscription model without the overhead is now much lower. This is key for brands selling consumable products, empowering them to ventured into this new revenue stream with lowered risks. _Current availability: available for everyone._ ### In Conclusion The latest [Shopify Editions](https://www.shopify.com/editions/winter2024) represents a significant leap forward in empowering merchants to do more directly within Shopify admin, while enhancing the shopping experience for customers. From expanded variant limits to AI-powered enhancements, these updates support Shopify's commitment to innovation and excellence in eCommerce. As merchants embrace these new features and capabilities, they are poised to unlock new opportunities and drive growth in the digital marketplace. Listen to the recording of our [live session on Shopify Editions here](https://unofficialshopifypodcast.com/episodes/shopify-editions-winter24). To learn more or if you have any questions, please send us an email at [hello@domaineworldwide.com](https://domaineworldwide.com/contact/). _(Contact form: Your brand has a bright future… Let’s build it.)_ ### 5 must-have Email Marketing flows for e-commerce https://domaineworldwide.com/insights/commerce-insights/5-must-have-email-marketing-flows-for-e-commerce/ Have you noticed how expensive online acquisition has become lately? At Domaine Europe, we certainly have. How is an online brand supposed to attract customers and make a profit in this changed acquisition landscape? There is a tried-and-true answer to that question, and it is customer retention. Keeping your existing customers with you is the way to go, now more than ever. And the best way to do that is via email marketing. At Domaine Europe, we, as Klaviyo Partner, see what emails can do for our client’s online stores daily, and it is beautiful. In this blog, we share our most successful email flows with you. ## Why focus on Email Marketing? Because automated email marketing continues to be the best-converting type of marketing - as we can see every day at Domaine Europe. Everybody uses email on a daily basis: so if you want to reach people, you simply can’t beat email. It is fast, it is accessible, and it feels much more personal to your audience than an online ad or a post on your socials. What is more, email marketing is _owned_ marketing: instead of being dependent on a tech moloch’s fickle algorithms (and even more fickle terms of service), with email marketing you are in control. This makes email marketing constant, predictable, and more often than not a lot cheaper than other marketing channels. It also gives you a lot of flexibility in terms of visuals and layout, which allows you to present a consistent brand image. But what campaigns and flows work best for your brand? Easy: the five mentioned in this blog. For every brand that we help set up their email marketing, these are the five flows we start with. ### 1. Welcome series A welcome series is a couple of emails you can send to anyone who subscribed to your newsletter, with the goal of turning them into customers. Welcome emails typically have a much higher open-rate than other marketing emails, so be sure to make good use of it! What is remarkable about welcome mails is how actively interested the subscriber is at this initial stage. Make sure you capitalize on this by properly introducing your brand and getting to know the new subscriber’s preferences. This will show in your results: showing well-timed, relevant information pays off in the long run. At Domaine Europe we usually go for a series of four or five emails, as in the welcome flow we designed for [O'Neill](https://eu.oneill.com/). The average result for a welcome series in which we offer a gift is a 50-70% open rate and a 15-20% placed-order-rate, but O'Neill realized a whopping 72% open rate and a 24,5% placed-order-rate for mail 1. ![welcome series](https://cdn.sanity.io/images/cxeknc6v/production/372a81ef1b9a2ae6a3a605c0deacf811c032f113-1531x1062.png?w=1600) ### 2. Abandoned checkout recovery With this email you reach out to customers who were in the process of actually placing an order, but for some reason failed to complete it. Mind you: an Abandoned checkout recovery is not the same as an Abandoned cart recovery! A visitor abandoning the actual checkout process has a different level of interest than someone who put some products in their cart and never even made it to the checkout. With people leaving at the checkout, there is a much higher chance that they really wanted to buy the product, but some- thing put them off - and you might want to figure out what that was. On average abandoned checkout emails help our clients to recover around 15% of what would have otherwise been lost revenue. ![abandon checkout](https://cdn.sanity.io/images/cxeknc6v/production/362fe3e32edc3ea915a8c7efdec57a1d8461457b-1531x1062.png?w=1600) ### 3. Abandoned cart recovery As we said in the previous section: shoppers abandoning their cart aren’t as committed to the products in that cart as the people who started the checkout process. Hence: don’t spam them. A single invitation to check out these products is enough, we think. Anything more is too pushy. Depending on the type of products in your average cart, you can recover 5% of abandoned carts through this email. ![abandon cart](https://cdn.sanity.io/images/cxeknc6v/production/bc4862eb7e1d4a82ca3b2eb2c1a22ebd5cea1976-1531x1062.png?w=1600) ### 4. Birthday If new subscribers gave you their date of birth in reaction to your welcome series, you should of course do something festive with it! That’s where this email flow comes in. Your first instinct is probably to send them an email on their actual birthday - but that might not be the best idea. If you sell coffee, wine or party dresses, for instance, the customer will need your product in advance, so they can use it on the day itself. Hence, consider sending the email a week before to give them time to receive your gift. On average we achieve a 8-15% placed-order rate with this one, depending on if you offer customers a discount or not. ![birthday](https://cdn.sanity.io/images/cxeknc6v/production/3b876120a474864b5acadad83c44aed74089daed-1979x1062.png?w=1600) ### 5. Back in stock reminder When a product is sold out and you expect new stock coming in soon, it is a good idea to offer people a back-in-stock reminder when they can order again. On average, these reminders have a 10-15% placed order rate. Customers can subscribe to a reminder by clicking a button on the product page. When they enter their email address in the pop-up screen, make sure there is an opt-in for your newsletter too by adding a checkbox. Also check if this flow overlaps with other email flows the subscriber might be in already, such as the welcome series. An added benefit of this flow is that you can predict demand for a product, which helps you to determine how much to buy. ![back in stock](https://cdn.sanity.io/images/cxeknc6v/production/d8e823a849f455e9de1b170faed683ba39701d4e-1531x1062.png?w=1600) ### Email Marketing with Klaviyo and Domaine Now you know which email flows are a must-have for your e-commerce business. It's time to [choose Klaviyo or Mailchimp](https://www.code.digital/en/insights/klaviyo-or-mailchimp-5-reasons-why-we-choose-klaviyo) and set them up!  As your [Klaviyo partner](https://www.code.digital/en/klaviyo), we can realize 20 to 50% revenue through email marketing. We would love to have a [sparring session](https://www.code.digital/plan-klaviyo-demo) about your email marketing. We can tell you all about cost, the kind of results that are feasible for your business, and how we propose to execute any specific requests you have. Rather do it yourself? [Download our e-book](https://www.code.digital/en/download-email-marketing-inspiration-book) for some guidance and inspiration. ### What Shopify's Latest Announcements Tell Us About the Future of Commerce https://domaineworldwide.com/insights/commerce-insights/shopify-dotdev-2026-announcements/ Last week, Shopify hosted their annual DotDev conference for engineering partners and the teams building what’s next in commerce. July 2026: Last week, Shopify hosted their annual DotDev conference for engineering partners and the teams building what’s next in commerce. This year, the DotDev conference wasn't about flashy product launches but rather a clearer view into where Shopify believes commerce infrastructure is heading over the next several years. While much of the conversation around AI focuses on chatbots and assistants, Shopify's biggest announcements were much deeper than that. Across storefront architecture, integrations, deployment, and product discovery, a consistent theme emerged: the platform is being redesigned to work better for both humans and AI systems. None of these announcements require merchants to rethink their architecture tomorrow. But together they reveal where Shopify is investing for the next generation of commerce: AI-native development, more composable storefronts, smarter integrations, and product data designed to be consumed by agents as much as people. Here are the four announcements that stood out most from an engineering perspective. ## 1. Headless Shopify just became easier to build The Shopify and Vercel partnership was one of the most immediately practical announcements from DotDev. For teams building headless storefronts, Vercel has long been one of the strongest alternatives to Shopify Oxygen. The new partnership creates a more direct, officially supported path for connecting Shopify stores, configuring credentials, and deploying Next.js storefronts on Vercel. The underlying architecture doesn't change, but the developer experience does. The partnership lowers the barrier to building and deploying headless storefronts while making Vercel feel like a first-class citizen within the Shopify ecosystem. Perhaps more interesting is how AI is changing the economics of headless development. Historically, custom frontends required larger engineering teams because developers needed to understand unfamiliar codebases, troubleshoot integrations, and manage significantly more infrastructure. Today, coding agents can increasingly assist with navigating repositories, generating integrations, debugging issues, and accelerating maintenance. Headless development still carries additional architectural responsibility, but AI is steadily reducing the friction that once made it inaccessible to many teams. The broader takeaway isn't simply that merchants have another deployment option. Vercel provides mature infrastructure, preview environments, observability, a rich ecosystem of integrations, and deep Next.js tooling. Shopify is making it easier for developers to access that ecosystem while preserving architectural flexibility. ## 2. Liquid isn't going anywhere. And that's a big deal The most significant architectural announcement wasn't headless at all. Instead, Shopify doubled down on Liquid. The direction Shopify presented is promising, but it's important to separate vision from reality. Many of the announced features including: typed blocks, partial rendering, improved component composition, and stronger contracts through `{% doc %}` and Theme Check — are still in developer preview and may evolve before production release. If they arrive as demonstrated, they solve several long-standing pain points in modern theme development. Moving more page structure back into readable Liquid, introducing reusable components, and enabling partial server rendering could significantly reduce the amount of custom JavaScript required for many storefront experiences while improving maintainability and performance. Just as importantly, the direction aligns with engineering principles we've long believed in: - Readable, maintainable code - Explicit component contracts - Server-rendered interactivity - Strong performance defaults - Reusable storefront components - Using AI to reduce complexity rather than introduce more of it Perhaps the most interesting shift isn't the syntax—it's who Shopify appears to be designing for. Repository-level instructions, explicit contracts, standardized actions, stronger validation, and better static analysis don't just help developers. They also make storefronts significantly easier for coding agents to understand, modify, and validate. Rather than asking an AI agent to interpret a loosely structured theme, Shopify is moving toward an architecture where components, inputs, actions, and validation rules are all clearly defined. There's still reason for caution. Much of this functionality remains unfinished, and enterprise storefronts tend to expose edge cases that aren't obvious during previews. For now, these announcements shouldn't change how production themes are built. But they do reinforce something important: Shopify clearly views Liquid as a long-term, enterprise-capable storefront architecture not simply a legacy alternative to headless. ## 3. Shopify is rethinking how integrations work Another announcement with long-term implications was Shopify's new 'Events' architecture. Traditional webhooks are intentionally broad. Applications receive a notification that something changed, retrieve the latest version of the resource through another API request, and then determine whether the change actually matters. This often results in unnecessary API calls and additional filtering logic. Events aim to make that process far more precise by allowing developers to define: - Which changes trigger notifications - Which fields are included - How subscriptions are filtered - Exactly what downstream systems need to process The benefits are straightforward: - Fewer unnecessary notifications - Smaller payloads - Less API traffic - Simpler integration logic - Better-defined system boundaries For engineering teams, that should make integrations easier to reason about while reducing infrastructure overhead. However, the tradeoff is migration effort. A significant amount of existing Shopify integration code was built around traditional webhook patterns. As Events become the preferred subscription model, many of those implementations will eventually need to be revisited. Events don't replace every webhook today, but they provide a clear signal about where Shopify's integration architecture is heading. ## 4. Commerce is expanding beyond the storefront The Universal Commerce Protocol (UCP) may ultimately have the broadest impact of all the announcements. Unlike the previous updates, this isn't about improving how storefronts are built. It's about changing where parts of the buying journey happen. UCP allows AI agents to discover products, authenticate shoppers, build carts, initiate checkout, and track orders using standardized protocols rather than traditional storefront experiences. Shopify's implementation relies on MCP servers that support these interactions throughout the transaction lifecycle. For engineering teams, the implications are significant. Product data is no longer just content displayed on a webpage. It becomes structured information consumed directly by AI systems. If an agent searches for products with a specific attribute and that information doesn't exist, the product isn't simply ranked lower, it may never appear at all. That shifts greater importance toward: - Complete category metafields - Shopify's Standard Product Taxonomy - Accurate product mappings - Platform-level business logic implemented through Shopify Functions - Server-rendered content that AI systems can reliably access Perhaps the biggest mindset shift is this: business logic can no longer live exclusively in the frontend. As agentic commerce grows, pricing, eligibility, validation, promotions, and checkout rules increasingly need to exist at the platform level because AI agents may complete portions of the transaction without ever interacting with a traditional storefront. Like many DotDev announcements, UCP remains early. Questions around attribution, adoption, and measurement are still unresolved. But the broader lesson already applies today: structured product data and platform-native business logic are becoming engineering concerns—not just merchandising concerns. ## The bigger picture Taken individually, each announcement improves a different part of the Shopify ecosystem. But Together, they point toward something much larger. Shopify is approaching AI by redesigning the underlying platform so storefronts, integrations, product data, and developer tooling are easier for intelligent systems to understand and operate. This matters because there are now two different kinds of AI interacting with commerce platforms. The first are the coding agents helping developers build and maintain software. The second are the buying agents discovering products and completing transactions on behalf of consumers. Both benefit from the same qualities: systems that are structured, composable, well-described, and native to the platform. For brands a competitive advantage the next few years won't come from simply adding AI features to an existing storefront. Instead, it will come from building commerce systems that are understandable enough for [both humans and AI to work with effectively](https://domaineworldwide.com/insights/commerce-insights/the-new-role-of-brand-in-the-age-of-ai/). Whether you're building with Liquid, going headless, integrating external systems, or preparing for agentic commerce, Shopify's direction is becoming increasingly clear. The future belongs to platforms that are legible, not just to developers, but to AI as well. If you're evaluating how AI will impact your customer experience, content strategy, product catalog, or commerce ecosystem, [reach out to our team.](https://domaineworldwide.com/contact/) ### How Alpinestars Built a High-Performing, Localized Email Program in Europe https://domaineworldwide.com/insights/resources/lifecycle-lab-ep-02/ Watch Episode 02 of Lifecycle Lab, our webinar series on CRM and lifecycle marketing. This episode features Alpinestars and Code. [Alpinestars](https://www.alpinestars.com/) is a global motorsports brand with a devoted community and a product line that sits at the intersection of performance, safety, and style. When the team launched ecommerce in Europe, they faced a familiar challenge for established brands: a strong identity and passionate fans, but almost no email program in that market. On Episode 2 of Lifecycle Lab, Domaine’s webinar series on CRM and lifecycle marketing, Alpinestars, Domaine, and [Code](https://www.code.digital/) (now part of Domaine) walk through how they built a powerful, data-driven email program for Europe from the ground up. The episode features [Paola Perversi](https://www.linkedin.com/in/paolaperversi/), Ecommerce Buying & Merchandising Manager at Alpinestars and [Anna Puigdomenech](https://www.linkedin.com/in/anna-puigdom%C3%A8nech-larr%C3%A8gola/), Klaviyo PM at Code, hosted by Domaine’s Director of CRM [Stacy Strom](https://www.linkedin.com/in/stacy-strom-68924281/). The conversation covers list growth, localization, membership, and segmentation across multiple markets, all while protecting the premium positioning of the brand. This recap highlights the story, goals, and high-level strategy. The episode is now available on demand and goes deeper into the specific flows, campaigns, and examples of creative that sit behind their results. **Lifecycle Lab Episode 2** — [Watch on Demand](https://domaineworldwide.com/#form-72c137a8-6880-4765-a7b5-df7d229751ab-0) ### Starting from a blank canvas in Europe When Paola Perversi joined Alpinestars, Code had just supported the launch of their European ecommerce site. The US business had run email for years, but Europe was starting almost from zero. Key starting points: - No meaningful newsletter list for the European market - Existing data from the US that included European customers, but without clear segmentation - A wide range of countries, languages, and customer profiles in Europe - A premium, technical product line that did not fit a heavy-discount email strategy The first phase of the partnership with Code focused on fundamentals: - Building a European email database in a structured way - Separating European contacts from the wider global list - Defining language and country groups - Aligning on a shared goal: reach 20% revenue attribution to email for ecommerce, with healthy attribution across other channels Most importantly, Alpinestars wanted an email program that reflected the value of the products and the depth of the brand. In Lifecycle Lab Episode 2, we dive into how Alpinestars placed less focus on promotional blasts and more attention on education, inspiration, and community. ### Grounding the strategy in Alpinestars and their community Code began the collaboration with Alpinestars by immersing themselves in the brand and its audience. Several factors shaped the strategy: - Many people on the Code team already knew and loved Alpinestars, which created an immediate connection to the brand and its community. - The team dug into the Alpinestars' site, social channels, and long history in motorsports to understand its values, product lines, and different business units (motorcycling, MX, auto, MTB, and sportswear). - Because Code also built their European [Shopify](https://www.shopify.com/) site, ecommerce goals and CRM goals stayed closely aligned. A key turning point came when the teams met in person at Alpinestars’ R&D facilities in Asolo, Italy. Seeing how products are developed, tested, and refined gave the CRM team a deeper appreciation for the role of safety and engineering in every piece of gear. That perspective shifted the narrative in email away from simple promotion and toward technical storytelling, care guides, and behind-the-scenes detail. Workshops with Alpinestars' ecommerce, social, and customer service teams added another layer. Customer service brought real questions and pain points, which helped shape the messaging and flows. Thinking of themselves within different segments also helped both teams imagine what the customer journey should feel like. ### Why Shopify and Klaviyo sit at the core of the stack Alpinestars and Code rely on Shopify and [Klaviyo](https://www.klaviyo.com/) as the core of their lifecycle ecosystem in Europe. The integration between these platforms gives them a practical way to work holistically across on-site and off-site experiences. With this stack, the team can: - Sync ecommerce data from Shopify into Klaviyo and treat Klaviyo as the central source of customer data - Integrate other tools, such as [Gorgias](https://www.gorgias.com/), with both Shopify and Klaviyo to inform segmentation and messaging - Target customers with open support tickets differently in Klaviyo, so they receive more considered communication while an issue is in progress - Extend the Alpinestars membership program through email, with tailored messaging and benefits for each tier The close collaboration between Code’s Klaviyo team and their Shopify development team also allows for more custom implementations. In Lifecycle Lab Episode 2, we dive deeply into how Alpinestars moved beyond basic templates and created experiences in email that reflect the same level of care they put into their site and their products. **Lifecycle Lab Episode 2** — [Watch the Episode](https://domaineworldwide.com/#form-72c137a8-6880-4765-a7b5-df7d229751ab-0) ### Flows, campaigns, and tactics that drive incremental revenue Once the foundations were in place, Alpinestars and Code focused on incremental revenue and long-term value rather than short-term discounts. Several areas stand out. **1. Membership-first strategy** Email plays a central role in growing and serving the Alpinestars membership community. The team combines newsletter strategy with membership-specific flows, rewards, and content. Members receive tailored journeys, and email helps communicate the value of joining and staying engaged. **2. Back-in-stock that fits long production cycles** Many Alpinestars products require long production lead times, as stock can sell quickly, particularly for high-demand items. The team designed a structured back-in-stock flow, triggered by “notify me” sign-ups, which has become one of their top-performing flows in terms of revenue. It helps recapture demand in a way that feels helpful rather than pushy. **3. Premium post-purchase experiences** Because Alpinestars sells high-end technical gear, post-purchase communication needed to feel elevated. The team created post-purchase flows with detailed instruction guides, care tips, and video content. These messages help customers get more from their purchase and reinforce the value and safety story behind the products. They also open the door to thoughtful cross-sell opportunities. **4. Browse abandonment with substance** Browse abandonment flows do more than remind customers about a product. They include technical information, inspirational content, and context around the business unit that a customer explored, such as motocross or adventure. This helps riders or drivers feel more confident in their decision and more connected to their specific segment of the community. All of these flows benefit from ongoing testing. The Code team started with best practices, adapted them to the brand, and then ran structured A/B tests to learn how different segments respond. Alpinestars’ motto “race on Sunday, innovate on Monday” captures the mindset: launch, learn, and refine. ### Segmentation, localization, and data as a puzzle Europe introduces extra layers of complexity: different countries, languages, ages, spending levels, and racing cultures. To manage this, Alpinestars and Code: - Use Klaviyo as the primary source of truth for customer data - Segment based on interest and business unit, such as motocross, road racing, or mountain bike - Add layers for engagement, purchase behavior, and membership tier - Localize language and market-specific links so customers land on the right version of the store During the webinar, both teams break down certain hypotheses that didn't hold up in testing. Testing and iteration were crucial to help Alpinestars refine flows and campaigns until they reached performance benchmarks that aligned with the overall goal for email revenue. **Lifecycle Lab Episode 2** — [Access the Webinar](https://domaineworldwide.com/#form-72c137a8-6880-4765-a7b5-df7d229751ab-0) ### A partnership model that feels like one team A major theme in the episode is collaboration. Alpinestars and Code treat each other as extensions of a single team. Alpinestars brings deep brand and customer knowledge. Code brings CRM best practices and technical expertise. Together, they move quickly, share information openly, and adjust based on performance rather than rigid plans. The result is an email program that supports a premium brand, serves a complex European market, and contributes meaningfully to ecommerce revenue without relying on constant discounting. ### How to get reluctant customers to embrace your B2B portal https://domaineworldwide.com/insights/technology/how-to-get-customers-on-b2b-portal/ Learn how a Shopify B2B portal empowers customers with self-service ordering, improves efficiency, and drives growth through a seamless digital buying experience. ### 1. Understand the resistance Boska’s B2B customers weren’t exactly queuing up to use their new portal. Many of them weren’t particularly tech-savvy, and they liked the familiarity of a phone call. “They were really used to just pick up the phone and say, ‘Hey, I want those same products I order every month.’” - Pascal Verheul, Boska That kind of muscle memory doesn’t go away overnight. It’s not about aversion to technology. It’s about habit. And in many cases, the customer’s perception is that the old way is easier. Step one is recognising that this resistance is emotional, not logical. It’s not a feature problem. It’s a comfort problem. ### 2. Start small (and smart) Boska didn’t flip the switch for every customer at once. They started with their smallest tier of buyers, the long tail of cheese shops and gift stores that placed modest but regular orders. “The lowest tier of customers, yes, we made the webshop for them. Some of the middle layers also can order there…” Smaller customers meant less operational risk if something went wrong, and it gave Boska a proving ground to refine the experience. It also gave the team space to learn which onboarding tactics worked best, without getting buried in support tickets. ### 3. Incentivise the behaviour you want Change happens when the new path is easier, or the old one becomes more painful. Boska did both. They added friction to manual orders (higher shipping thresholds, added fees) and made the digital route more appealing (lower thresholds, faster processing). “We made the order cost and shipping cost higher for manual orders… and if you order online, you get free shipping above €300.” They didn’t ban phone orders outright. But they made it clear: self-serve gets you a better deal. Simple. Understandable. Effective. ### 4. Stop enabling the old way At first, Boska’s back office kept helping customers place orders manually. But they noticed something: adoption stalled at 30%. Because if the old way still works, why bother learning something new? So they drew a line. “After a while, we said, ‘No more manual orders.’ People were nervous; ‘we’ll lose sales!’ But we didn’t.” That internal commitment was key. Because if your team doesn’t stand behind the new system, your customers won’t either. ### 5. Make the win obvious Over time, the results spoke for themselves. Fewer mistakes. Fewer calls. Fewer complaints about order status. And a huge drop in internal admin time. “Now 90% of the orders go through without us even seeing them.” That’s the dream, right? But it only happened because Boska stayed the course. They didn’t just launch a portal. They committed to changing customer behaviour. ### This is about people, not portals If you want to shift your customers to digital ordering, you need to think less like a software rollout and more like behaviour change. Start with a small group. Add incentives. Add friction where it matters. Support, but don’t enable. And most of all, don’t flinch when things get uncomfortable. Because they will. But that’s the point where change actually begins. ### Final thoughts: stop treating manual orders like a customer service They’re not. They’re an operational liability dressed up as helpfulness. Boska didn’t make the shift overnight. But they committed. They made it easier to order online. They added friction to the old way. And when the time came, they drew a line. “After a while, we said, ‘No more manual orders.’ People were nervous, ‘we’ll lose sales!’ But we didn’t.” That’s the real cost of manual orders: they keep you stuck. And the sooner you stop carrying that cost, the faster you can grow. ### Understanding Shopify’s UCP Announcement https://domaineworldwide.com/insights/ai-insights/understanding-shopify-ucp-announcement/ In partnership with Google, Shopify developed UCP (Universal Commerce Protocol), adding a new layer of possibilitites for brands entering the Agentic Commerce era. In this article, we explore what is UCP, how is different from other protocols and what implicates for brands. Shopify’s recent announcement around the Universal Commerce Protocol (UCP) is presenting a meaningful shift in how ecommerce data is structured, shared, and acted on in an increasingly AI-driven world. As AI agents move from answering questions to actively helping shoppers compare, select, and purchase products, the infrastructure powering those actions has to evolve. ## Why now? Ecommerce is entering an **agentic era**. AI assistants like Google Gemini, Microsoft Copilot, and other emerging agents are becoming intermediaries that: - Interpret product catalogs - Compare options across brands - Recommend products based on intent - And increasingly, facilitate checkout Shopify, the leading ecommerce platform powering millions of brand catalogs, recognized a critical problem: **AI agents need a reliable, structured way to understand commerce data at scale**. Without shared standards, agents struggle with: - Inconsistent product attributes - Ambiguous variant structures - Missing comparison signals - Poorly formatted catalog data In turn, this means that brands aren't showing up in LLMs with the most accurate information. UCP is Shopify’s way to solve this by creating a **clear, machine-readable protocol for commerce**, developed in partnership with Google, and aligned with how modern AI systems actually reason about products. ## What Is UCP (Universal Commerce Protocol)? The **Universal Commerce Protocol (UCP)** is a standardized way to expose Shopify product and catalog data so AI agents can reliably interpret and act on it. At its core, UCP defines: - How products, variants, prices, availability, and attributes are structured - How relationships between products and collections are expressed - How commerce data can be consumed by AI systems without ambiguity This opens up a new commerce layer to enable growth for brands. The UCP is an **infrastructure layer** designed to make Shopify catalogs intelligible to AI agents operating outside the traditional browser-based shopping flow. Think of it as the “API language” AI agents use to understand what you sell, how it compares, and whether it’s suitable for a shopper’s intent. ### How is the UCP Different From Other Commerce Protocols UCP is part of a broader wave of agentic commerce protocols entering the market. #### UCP: Infrastructure-First, Platform-Backed - Developed by **Shopify in partnership with Google** - Focused on **structured catalog data and schema alignment** - Optimized for large-scale agent ecosystems like Gemini and Copilot - Emphasizes reliability, consistency, and interoperability ### How is this different to OpenAI Agentic Commerce Protocol? **Agent Commerce Protocol (ACP)** is an OpenAI-led framework that enables AI assistants to surface products and complete purchases directly within conversational experiences. The focus marks the difference as ACP: - Often focus on **direct conversational checkout** - Prioritize speed to purchase inside AI interfaces - May abstract the brand relationship more aggressively - Introduce trade-offs around attribution, customer ownership, and data visibility The differentiation for UCP is that it aims at **making brand catalogs easy to undersant for AI agents wherever commerce decisions are happening**. ## What Are the Implications for Brands? For brands, UCP represents a big opportunity in how visibility and growth can operate, with early adopters likely benefitting by being earliest to market. ### From Ranking to Selection Traditional ecommerce success was driven by: - SEO rankings - Paid traffic - Optimized landing pages Agentic commerce presents a new avenue for discoverability. AI agents don’t “rank” pages the same way — they **select products**. Selection depends on: - Attribute clarity and completeness - Consistent variant structures - Trust signals embedded in product data - The ability to compare your product cleanly against competitors ### Catalog Quality Becomes a Growth Lever Brands with messy catalogs, inconsistent attributes, or SEO-only descriptions risk becoming invisible to agents even if their products are great. Brands that adapt early gain: - Stronger AI-driven discoverability - Better comparison performance - Higher likelihood of being recommended and increased conversion Aside from just a technical concern, it’s a **new go-to-market channel**. ## How Domaine Ennables Brands on Agentic Commerce AI agents are rapidly becoming a new sales channel. Domaine helps your Shopify catalog **show up, stand out, and convert** in AI-driven shopping experiences. Brands can schedule a **Free Agentic Catalog Readiness Audit**, then move into **Catalog Optimization and GEO Support** to stay competitive as agent ecosystems evolve. [Schedule a Readiness Audit Here](https://domaineworldwide.com/ucp-accelerator/) ### A Sip & Shop with Mejuri: How Unified Commerce Empowers Modern Brands https://domaineworldwide.com/insights/events/a-sip-and-shop-with-mejuri/ Discover how Domaine helped Mejuri transform its customer experience through a Shopify migration. Hear from Chief Digital Officer Rohit Nathany on unified commerce, omnichannel operations, and the power of partner collaboration with Shopify, Domaine, and Bloomreach. Last week, we gathered at [**Mejuri**](https://mejuri.com/)’s beautiful Flatiron boutique for an evening that blended conversation, connection, and commerce. Hosted by **Domaine**, [**Shopify**](https://www.shopify.com/), and [**Bloomreach**](https://www.bloomreach.com/), we brought together forward-thinking retail and ecommerce leaders to discuss one of today’s most pivotal moves: **migrating to Shopify** and building a unified commerce ecosystem. ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/d45771590b8b7d63059b5a5987616218283f64a0-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/ab71b9491a4d7de1078af9bdd04b370e95bcfeb6-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/50e6571162fe7db7710acd7f6d6b432aa486e209-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/d29df6fd69a1c6a75519d94cd74019f75437ee60-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/d649e2732cf0f304c925403623ce6965e9108937-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/93c7185b6ef22c9c9d2b3d062ddd243077cac4f0-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/96d86632065f0055b0af5f4f75380e61276ff92b-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/3f6af6d5c6d7d074537bb2238b0d90b5517a13da-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/6f312e4e6f3b3fe0268c2bc1359a1be7f383a0e8-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/39111ae1aafd695ef6a4e243c39f1c0a34666079-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/9e5422d4f9457c9cf80cfb0dfb2db99bcd73fbe3-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/5e9c7b2622b9440e5405de9e2263ab6bcd9786d4-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/19189b3ed00c43a5183d4460bfe743d7706ffc00-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/2ce7b450b515f8bd46d2feab219c439d331ef435-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/3715e9c7a3125427e5ec984d5e5624a19995f6a5-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/5b7380f6bb35bd872968d777bf71d2996365f3d4-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/f7f35081d77722b73eabbe7fb3fa33ce6ec9d2bf-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/783e146fc1c1c0a317f8a7b9753ae4d3bb60a426-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/1cd67295b70ca648580c769d959b25aac2dea474-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/19310ada78acb49eb6f84a640cc221ef0bc3b9a8-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/d5c3e3ee7be3959982c56c79cb6d4b58a25e06bb-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/1289d40e8493ee44e00b6e3f415528bf06b74a43-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/adbeb8ce16ea78d9a36b186bc7e0053817d522a7-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/b548a36739139749fe9b0f403451154c6356c471-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/d35bdcab1a7ef75d6f68a1b3834205a6f78a380f-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/eff2ed7d25fd09b165ef9e393d6ff98a823fd5e4-3000x2004.jpg?w=1600) ​​Guests enjoyed refreshing beverages as they mingled among Mejuri’s latest collections, and each attendee received a Mejuri gift card to experience the brand’s seamless, omnichannel checkout firsthand, a fitting complement to the evening’s theme of connected retail experiences. ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/283af5c47a2b2463f8333cde50073bc79aeaf74d-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/26f465d9e94bccb768b09c82675b47982c9fe47d-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/bb2db9b1033c9fa608201cc253915dd32696854e-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/80b5397ac2f5b15705dc38d9b91ef786c1938a39-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/dff202419605ef705d912ed4b1c52c65b827bb59-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/b2e313248faa5b358159cd173932ab91035a83e4-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/aba719865f07351ee309bd976daec1f016571295-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/a9c6ae3359f23894cb8e050272092190c1a8c987-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/1a173af2cf7ecda1e2cdfe581ed4725c4e6900a7-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/6ffc28ec7bd8a00d59ba329f9c69e0ce55ee6fd1-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/e7503e710ea77d6e2c3e0b36cc3f1d7677882666-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/70418a7109434f059dca4bdab6a51660124959d1-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/7bba887882be207ee41867320be765c62663769b-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/c057c4d3888eb4711d64bd15a3ba2b675dafca6a-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/3b57229a1b7017cbd12a03b876ca3f010c43011c-3000x2004.jpg?w=1600) ![Guests at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/96f4a5ef472f462188cd3b2bb764b8fb26862499-3000x2004.jpg?w=1600) To help brands at different stages of their platform evaluation, Domaine also provided [**migration guides**](https://domaineworldwide.com/resources/platform-migrations/) outlining key considerations and best practices for brands moving from [**Salesforce Commerce Cloud**](https://domaineworldwide.com/resources/platform-migrations/salesforce/), [**Adobe Commerce (Magento)**](https://domaineworldwide.com/resources/platform-migrations/adobe-commerce/), [**BigCommerce**](https://domaineworldwide.com/resources/platform-migrations/bigcommerce/), and [**commercetools**](https://domaineworldwide.com/resources/platform-migrations/commercetools/) to Shopify. ![Table at Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/076d88e298c85eb764b86aa2fdb46e1a2b2d7548-3000x2004.jpg?w=1600) The evening featured an engaging **Domaine Client Spotlight **with [**Rohit Nathany, Chief Digital Officer at Mejuri**](https://www.linkedin.com/in/rohitnathany/), who shared candid insights from the brand’s recent migration journey and its transformation into a fully connected retail experience. **Mejuri Case Study** — [Learn More](https://domaineworldwide.com/work/mejuri/) ### From Consideration to Migration: Why Mejuri Chose Shopify Rohit opened with the big question: _What made Mejuri decide to migrate?_ He described a clear inflection point, one where the team recognized that the existing tech stack was limiting agility and scalability. The decision to move to Shopify wasn’t just about ecommerce performance; it was about enabling the brand to evolve with its customers. **Domaine Platform Migration Hub** — [Learn More](https://domaineworldwide.com/resources/platform-migrations/) ### Connecting Channels Through Unified Commerce Over a year post-migration, Mejuri’s investment in unified commerce is paying off. Shopify now powers connected data, checkout, and customer profiles across every touchpoint, from online to in-store. This approach has driven measurable improvements in customer satisfaction and operational efficiency, showing what’s possible when technology supports experience, not the other way around. ### Partners Make the Platform Stronger The conversation closed with a discussion on the partner ecosystem, a cornerstone of Shopify’s success story. Rohit emphasized how implementation partners like Domaine, and technology partners like Bloomreach, played critical roles in enabling Mejuri’s seamless migration and post-launch success. ### Networking, Conversations, and a Toast to What’s Next The fireside chat transitioned into a relaxed evening of networking and shopping. Guests explored Mejuri’s signature collections, sipped drinks, and continued conversations about the future of retail. ![Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/23b2aa25ec7f2a220bc4ba8fcb2089307a7b5c0e-3000x2004.jpg?w=1600) ![Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/f8e6fd927da1aef398ce5f4363f65a227aa12b76-3000x2004.jpg?w=1600) ![Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/bd8cc0e8a477fe0b6500a687749d10c49e56d3b1-3000x2004.jpg?w=1600) ![Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/2ece65b6e2a81b5d3e1b2f23a064080bd848b54b-3000x2004.jpg?w=1600) ![Mejuri Sip & Shop](https://cdn.sanity.io/images/cxeknc6v/production/cce22e2c714cf354fd49d37cfd4129de9b44e7b5-3000x2004.jpg?w=1600) From migration strategies to unified experiences, one message echoed through the night: **The brands thriving today are those investing in connected, customer-centric commerce.** Thank you to Mejuri, Shopify, and Bloomreach for partnering with us to make this evening possible, and to everyone who joined us for insightful conversation and celebration. ### Domaine Named Winner of the 2025 Klaviyo Global Agency Partner of the Year https://domaineworldwide.com/insights/domaine-news/2025-klaviyo-global-agency-partner-of-the-year/ Domaine, the leading global Shopify design and development practice, today announced it has been named the winner of the Klaviyo Global Agency Partner of the Year, presented at Klaviyo’s flagship event, K:BOS, in Boston. The inaugural **K:Partners Awards** celebrate the agencies and technology partners that deliver transformative outcomes, expand opportunities for customers worldwide, and drive measurable business results. Winners were selected based on innovation, creativity, customer success, and measurable impact across [Klaviyo](https://www.klaviyo.com/)’s global ecosystem. ![Stacy, Marko, and Midge from the Domaine team alongside Klaviyo presenters, receiving the award onstage at K:BOS](https://cdn.sanity.io/images/cxeknc6v/production/f1544761ddd09874b625360cb4ed3d6100b6c84c-3000x2000.png?w=1600) Domaine received the **Global Agency Partner of the Year** award for its ability to help enterprise and SMB brands achieve measurable growth through [Marketing Services](https://domaineworldwide.com/services/marketing/), including Lifecycle Marketing and B2C CRM. By pairing Klaviyo’s platform with Domaine’s world-class [Shopify](https://www.shopify.com/) design and development expertise, the agency delivers data-driven customer experiences that drive long-term loyalty and revenue growth across North America and EMEA. “We are honored to be recognized by Klaviyo as the Global Agency Partner of the Year,” said **[Marko Bon](https://www.linkedin.com/in/markobon/), Co-Founder & President of Domaine Worldwide.** “As the first agency to take Klaviyo’s vision of the only CRM built for B2C and bring it to life through our [Marketing Services](https://domaineworldwide.com/services/marketing/), Domaine has taken a leadership role in redefining how brands engage and build lasting relationships with their customers. Together with Klaviyo, we’re setting a new standard for how commerce brands drive retention and long-term revenue growth.” “At Klaviyo, we believe our partners are more than collaborators — they’re an extension of our team and true changemakers,” said **[Eddie O’Brien](https://www.linkedin.com/in/eddieob/), Head of Partnerships at Klaviyo**. “They transform data into insight, strategies into success, and vision into lasting impact. The K:Partners Awards honor the bold and the innovative across our ecosystem — the partners redefining what’s possible and showing how, together, we can build the future of customer engagement.” ### About the K:Partners Awards The **K:Partners Awards** highlight excellence across Klaviyo’s global ecosystem of agencies and technology partners. Winners are selected based on a combination of qualitative impact (innovation, creativity, client success stories, collaboration) and quantitative results (customer adoption, growth, and sustained performance). **Domaine's Marketing Services** — [Learn More](https://domaineworldwide.com/services/marketing/) ### Domaine Launches AI Commerce Suite to Help Ecommerce Brands Capture Surging AI Traffic on Shopify https://domaineworldwide.com/insights/ai-insights/domaine-launches-ai-commerce-suite/ Domaine, the leading global Shopify design and development practice, has introduced the AI Commerce Suite, a proprietary service built for enterprise brands seeking growth through personalization, automation, and discoverability. Domaine, the leading global Shopify design and development practice, has introduced the [**AI Commerce Suite**](https://domaineworldwide.com/services/strategy/ai-commerce-suite/), a proprietary service built for enterprise brands seeking growth through personalization, automation, and discoverability. [Watch video](https://www.youtube.com/watch?v=6xiTyYz_qb8) **Read our Press Release** — [Learn More](https://www.businesswire.com/news/home/20250825739477/en/Domaine-Launches-AI-Commerce-Suite-to-Help-Ecommerce-Brands-Capture-Surging-AI-Traffic-on-Shopify) Developed by Domaine’s Research and Development Labs, the AI Commerce Suite equips brands to capture the next wave of online growth. It combines large language model (LLM) technology for automated product copy, imagery, and short-form video with adaptive SEO and geo-targeting that respond in real time to trending keywords and local demand, ensuring visibility where interest is highest. On-site, it delivers predictive search, personalized recommendations, and dynamic content that convert visitors into customers. This end‑to‑end approach improves discoverability, elevates the shopping experience, and shortens campaign timelines from weeks to hours. “AI is changing the way brands operate, and our AI Commerce Suite ensures our clients stay ahead,” said [Mac King](https://www.linkedin.com/in/mackenziepking/), Co-Founder and Chief Revenue Officer at Domaine. “By combining our commerce expertise with advanced technology, we are helping brands achieve measurable growth today while preparing them for what’s next.” According to [Bain & Company](https://www.bain.com/insights/how-customers-are-using-ai-search/), usage of ChatGPT jumped 70% from January 2025 to June 2025, with shopping now making up nearly 10% of all ChatGPT prompts, a 25% increase. The AI Commerce Suite gives brands an edge in the AI shopping era by boosting visibility in emerging search channels, guiding shoppers to relevant products, and reducing the time from idea to campaign launch. Having launched more than 350 sites on Shopify, we build on the platform with proprietary services and innovations that give enterprise brands a measurable competitive edge. ### Brand Q&A: Raising the (Protein) Bar on Ecommerce Innovation with David Protein https://domaineworldwide.com/insights/commerce-insights/david-protein-raising-the-bar-on-ecommerce/ David Protein’s Senior Director of Ecommerce, shares how post-purchase order editing, AI support, and a viral Cod Campaign are driving ecommerce growth and customer trust. In this conversation, we sat down with **Jack Elrad, Senior Director of Ecommerce at David, and a Domaine client,** to talk about what it takes to build a premium customer experience behind a high-performance product. After recently partnering with the David team to launch their new Shopify store, we dug into how post-purchase optimization, the now-infamous Cod Campaign, and a deep commitment to trust and transparency are shaping David’s approach to ecommerce — and where the team sees the biggest opportunities ahead. ## About The Brand **_Freyja: Tell us about David Protein, what’s your ‘elevator pitch’?_** **_Jack:_** When our founders set out to create a high protein bar, they asked themselves the basic question: What should a protein bar be? It should be the most protein with the least amount of everything else. We deliver on that promise, better than anyone else, which is the most protein with the fewest calories in a way that is portable and delicious enough that you actually want to consume it. **_Freyja: What’s your background and your role at David Protein_** _**Jack**:_ I've been at David Protein a little over a year now. I joined as the Director of Customer Experience a few weeks after we first launched. I started my career in consulting, specifically in product and experience innovation. And so, I was exposed to a ton of different industries and types of problems. Everything from big box retail to agriculture technology, insurance, financial services, and more, working for some of the biggest companies in the world as well as small startups and challenger brands. For me, I've always known I want to be an operator and so consulting was a really great foundation to build from. From there, I took what I knew about product and experience innovation and put it into David Protein. Everything at David Protein is consumer focused; we are constantly listening to our customers and diving into consumer data to inform our decisions. When you take that consumer-backed approach, you start to realize customer focus can drive long term value and a very durable strategy for a brand. **_Freyja: Since joining David Protein, what’s been a favorite change or initiative you’ve led?_** **_Jack:_** One change that has made a huge impact is post purchase order editing. We were looking at ticket data to better understand why customers were reaching out. And, we found that the vast majority of customers were doing so usually within the first few minutes after purchase. Things like “Hey I need to change my address” “Can I add this to my order” “I clicked the wrong flavor”. So, we added a self service order editing option. Once a customer places an order, we hold it for an hour so customers can add products, swap products and update their address. There’s two places a customer can do this: On the order confirmation page and in the post-purchase confirmation email. By doing this we’ve been able to significantly reduce cost of re-shipment and number of tickets/volume of customer outreach while providing a much more premium customer experience. When we think about the experience we want our customers to have, we like to take inspiration from fine dining, where the food is really luxurious and high quality. But if the restaurant is too cold, you have a bad waiter, or the table next to you is loud, you’ll have a negative perception of the restaurant and likely never want to go back, even if the food was amazing. **At David we have obsessed over every detail that goes into our bars and we want to make sure the customer experience matches that.** **_Freyja: What motivates you most about working in the ecommerce space?_** **_Jack:_** I love the speed and flexibility of ecommerce. You’re able to rapidly test, learn, optimize and improve so quickly. Retail is an incredibly important channel to reach more customers, though once you’re on shelf, a lot is locked in. You’re operating around fixed reset dates and category planograms, which limits how quickly you can make changes. But we do CRO on our website and at any given moment, we might be having five to eight tests running with extremely conclusive data. We're able to improve our website, create a better experience for our customers so quickly. With the speed of ecommerce there's always more ways to optimize, always better experiences that you can create. That's just exciting to me. I also love how close you can get to the customer. And as a company that really likes hearing from our customers and talking with them, I love that ecommerce makes it easy to communicate directly, get their feedback, and share what we’re working on. I think that it builds a ton of brand advocacy and brand loyalty. ## Spotlight: The ‘Cod’ Campaign Last summer, David Protein released wild-caught frozen Atlantic cod as a product on their website, which made quite _the splash_ with new customers and across the industry. We dive into the why behind the campaign, the success, and challenges learned. **_Freyja: What inspired David Protein to focus on the ‘Cod Campaign’?_** **_Jack:_** When we launched David Protein our team was doing the classic comparison chart: us vs. our competitors. Because we set out to create the most optimized protein bar, we were always coming out on top. So, we considered — outside of the protein bar world, what has a better protein to calorie ratio than our bars? And one of our scientific advisors, told us boiled cod has 92% of its calories coming from protein. ![Comparison chart with Cod, and other protein bars including David Protein](https://cdn.sanity.io/images/cxeknc6v/production/0d04c131d5a55431d1aae01504f5427616dc2b25-1644x657.png?w=1600) So we created a comparison chart with our competitors and boiled cod. In terms of protein to calorie ratio we weren’t far off boiled cod, but definitely preferable from a taste and convenience standpoint for many. Then we got the idea to use this as an opportunity to highlight the value of our bars. We had a whole campaign including billboards across New York with a really big picture of a frozen piece of fish —“slightly more protein per calorie than our bars”. That was the whole campaign, “hey, if you want the most protein per calorie, boiled cod exists. If you're fine having slightly less, then we have this incredible product for you.” But **to really commit to the bit, we decided to actually source and sell high quality cod from a fisherman in Alaska on our ecommerce site, flash frozen, and shipped directly to our customers.** ![Website PDP for David Protein showing their 'Cod' product](https://cdn.sanity.io/images/cxeknc6v/production/8ea78c1522733b8bb6fb3d9bd0a3b3aca4935c2e-2880x1670.jpg?w=1600) **_Freyja: What were some of the biggest challenges you uncovered along the way?_** **_Jack:_** Definitely the supply chain. We’re a protein bar company and we were selling frozen filets of fish in the middle of summer. The logistics of packaging and getting appropriate carrier services to make sure that it gets to people's doors still frozen. And then on the backend, making sure our website could handle what was a completely different unit of the business. Questions arose like, “how do we provide the proper shipping options and pricing to customers on the back end?” “How are we splitting orders so that we aren't sending fish and protein bars in the same box?” “What happens when someone places an order on a Friday?” We weren’t going to let fish stall in transit. **_Freyja: What impact did the ‘Cod’ campaign have on your customers? Did people order cod?_** **_Jack:_** Yeah, people did order cod. The greatest metric was the exposure and mentions across socials that we had about it. It was shocking for people, but it really achieved its purpose which was deepening what our brand stands for: high quality sources of protein. I think it was a really easily digestible way for people to understand just how superior our product is than others. ## Reflections on the Ecommerce Industry **_Freyja: What do today’s customers really want from brands?_** **_Jack:_** Consumer trust. I think that that’s incredibly important in ecommerce because you’re so close to your customer but also so far. For us, transparency about our ingredients and product quality is really important to us. ![Pop out on David Protein website showcasing ingredients and testing results for their products](https://cdn.sanity.io/images/cxeknc6v/production/bc1e31b7eaa21037f54b53a8fc768c309287d35b-2880x1816.png?w=1600) There's a widget on our PDP where you can open up a modal and go flavor by flavor and see not only what our exact testing levels were, but we also how much of everything is in the bars. From the onset, our testing transparency program was always built under the assumption that it’s a foundational requirement to be transparent and build trust with our consumers — the quality of our product isn't a marketing moment, its something that we should be offering as an everyday core tenant of our business. **The level of trust and transparency from a company is gonna be table stakes in the industry soon — people will opt for brands that they trust.** **_Freyja: As something that’s been associated with mostly untrustworthy actions, how do you see AI fitting into trust-building for brands?_** **_Jack:_** AI has a lot of potential to enhance internal workflows, make work quicker, more efficient and easier to do, but picking the right applications for AI use is really important. For example, we have an AI agent that we deployed on our help desk. We aim to give customers a value prop for our AI agents e.g. ‘we are using this so that you can get answers quicker’. But, we always give customers an off-ramp to a human if they need and we have really tight controls as to when AI engages vs. a human. We use AI, but only when we are confident it can provide our customers with the same or better quality of service, faster. ## **Tools, Partners & Lessons** **_Freyja: You mentioned about picking the right apps for AI. What do brands really want from their tools, platforms and partners today?_** **_Jack:_** You can have the best features, but if it doesn't seamlessly work with the rest of your systems, then you’ll never be able to realize the value of those. For example, a subscription platform needs to work seamlessly with OMS and order routing logic. On the frontend, how does it handle bundles and changing subscriptions and edited orders? And at Domaine you guys know better than anyone, that a website is just the front for an extremely complex network of systems and tools on the backend. If those aren't all working together, it's impossible to have a seamless frontend experience for the customer. ## **Quickfire Questions** **_Freyja: Favorite ecommerce brand right now?_** **_Jack:_** [Graza](https://www.graza.co/?srsltid=AfmBOoph0Gl7ildHKoKM9BFpZUvaH3E6xdgeVULw-_kt97HzEcXOVwcO) is awesome. I've always liked Graza. I think they do really great branding marketing. Their website's really strong and their product portfolio and expansion has been really great as well. **_Freyja: Favorite ecommerce trend?_** **_Jack:_** The globalization of DTC, the ability to get international products without the logistics of purchasing from international companies. I think it's cool to be able to so easily experience other cultures like that. **_Freyja: Favorite recent campaign?_** **_Jack:_** It’s the Cod Campaign! But we have some very exciting ones coming up at the beginning of 2026 too. **_Freyja: Dream collaboration?_** **_Jack:_** I've always thought the Olympics would be really cool. I think our marketing and creative teams would have a lot of fun with the parallel between the olympic medals and our Gold and Bronze product lines. I also like that the Olympics is about the peak of human performance and commitment to excellence - and that's a core brand value for us. **_Freyja: Favorite David protein product?_** **_Jack:_** Blueberry Pie! It hasn't gotten the spotlight it deserves but people are starting to recognize how great it is. People are generally nervous to buy a fruit flavoured bar but I think we nailed blueberry pie. ### What’s Next for David Protein? **_Freyja: You alluded to some exciting campaigns coming up in 2026. What does great ecommerce look like for David protein in 2026?_** **_Jack:_** For us, It’s the ability to provide additional value to our current customers. Whether that be new products, new experiences, or better experiences while also reaching new customers. We know there are tons of people who could benefit from our products that aren't current customers: Bio-hackers, the busy parent or professional that needs something healthy and quick, people recovering from surgeries, GLP1 users who need to maintain lean muscle mass as they’re losing weight, all the way to elderly individuals who’s ability to process and use protein decreases with age. And so, 2026 looks like reaching more and more of those customers and demonstrating how David can be applied to their needs and uses. # David Protein’s approach is a reminder that great ecommerce isn’t just about faster checkouts or flashier campaigns — it’s about aligning product truth, customer experience, and operational excellence at every touchpoint. Whether it’s giving customers more control after checkout, committing fully to a creative idea, or using transparency as a long-term trust lever, the team’s decisions are rooted in delivering real value. As David looks toward 2026, they’re clear on deepening relationships with existing customers while expanding access to high-quality protein for entirely new audiences. To learn more about David Protein and explore their products, visit **[davidprotein.com.](https://davidprotein.com/) ** ### Brand Q&A: Cutting Through B2B Complexity with BOSKA https://domaineworldwide.com/insights/commerce-insights/cutting-through-b2b-complexity-with-boska/ BOSKA's Digital Improvement Lead shares how the brand modernised B2B commerce with Shopify, streamlined wholesale operations, and scaled internationally with Shopify Markets. At this year’s **B2B Digital Commerce event in Rotterdam**, we sat down with **Denise van Mourik, Digital Improvement Lead at BOSKA,** to talk about digital transformation, scaling B2B commerce on Shopify, and the lessons learned from balancing custom-built infrastructure with long-term scalability. ## About The Brand **_Ryan: For those unfamiliar with BOSKA, tell us a little about the company._** **_Denise:_** BOSKA is mostly known for our cheese slicers. But over the years, we’ve expanded our assortment to include pizza tools, chocolate, meat, vegetables… really anything that brings good food and good experiences to the table. We focus on creating quality food tools and making sharing food more enjoyable. **_Ryan: And tell us a little about your own journey at BOSKA._** **_Denise:_** I’ve been at BOSKA for around eight years now. I actually started in the back office, so I was very close to our operational side from the beginning. Over the past three or four years, my role has become much more focused on our digital landscape, optimizing processes, improving systems, and reducing manual work wherever possible. ## How it started **_Ryan: Before the digital transformation, what did B2B operations at BOSKA actually look like?_** **_Denise:_** Honestly… very manual. We had around eight people in the back office full-time answering phones and manually entering orders. We still had fax orders coming through. Thankfully, we had a smart IT person who managed to route those into our inboxes instead of printing them physically. But the whole process was very reactive. The phones were constantly ringing, and the team spent most of their time processing orders rather than actually doing sales or supporting customers strategically. **_Ryan: Was there a particular moment where the business realized things needed to change?_** **_Denise:_** The biggest realization was scalability. Manual order entry simply wasn’t sustainable long term. Around 2016 or 2017, BOSKA signed with Shopify because we knew we wanted a B2B webshop. At the time, Shopify didn’t really have native B2B functionality yet, but our goal was clear: we needed a platform that could help us modernize operations and support future growth. ## Building B2B on Shopify before Shopify B2B existed **_Ryan: Shopify wasn’t really known for B2B at that point. Why did BOSKA still decide to go in that direction?_** **_Denise:_** We knew we needed something scalable and flexible. The challenge became figuring out how to make Shopify work for our operational needs such as customer-specific pricing, discounts, ERP logic and B2B account structures. A lot of it had to be custom-built at the time, and Domaine helped create a bespoke B2B environment for us on Shopify with customer-specific pricing and minimum order quantities, which we were able to then manage in-house. **_Ryan: What did that level of customization teach you?_** **_Denise:_** At first, it meant a lot of ongoing adjustments. We had one in-house IT person who understood how all the integrations worked. But, if something broke between Shopify and our ERP system, nobody knew immediately what the issue was and where it was happening. Over time, we realized we didn’t necessarily want “more customization”, we wanted smarter customization. Now our mindset is: - Start with standard platform functionality first - Understand your real business requirements - Only custom-build when truly necessary - Make sure customizations evolve alongside the platform That’s probably one of our biggest learnings. ## Today’s B2B stack **_Ryan: Can you walk us through BOSKA’s technology ecosystem today?_** **_Denise:_** Now we use Shopify B2B and it’s native functionality. And then the stack looks like Microsoft Business Central for our ERP, before that, we were on an older Navision setup that really needed replacing. Boomi as middleware — Boomi connects all of our systems and ensures the right information flows to the right place at the right time. So, product data, customer information and stock levels all flow from the ERP into Shopify. Then Shopify handles order placement and those orders flow back through Boomi into the ERP again. **_Ryan: So the ERP remains the operational core?_** **_Denise:_** Exactly. Shopify is really a flexible extension of our ERP system. ## Scaling internationally **_Ryan: BOSKA operates internationally. How has the new setup changed global operations?_** **_Denise:_** Last year, we transitioned our DTC business to Shopify Markets and launched multiple regional markets, including Germany, France, the UK, the US, the Netherlands, and the rest of the world. This year, the focus is on bringing our B2B operations fully into that Markets structure as well. That will allow us to localize currency, pricing and customer experiences, while still operating from one centralized infrastructure. ## The biggest win **_Ryan: Looking back, what’s been the biggest impact of the transformation?_** **_Denise:_** Honestly, happier people. The back office team no longer spends all day answering phones and manually processing orders. They can actually focus on sales and helping customers instead of administrative work. That’s probably the biggest operational win for us. But also scalability. Last year, BOSKA acquired another company with four additional brands, and we were able to integrate them into our existing B2B infrastructure within just a few months. That would have been much harder with our previous setup. ## Reflections on modern B2B commerce **_Ryan: What do you think businesses misunderstand most about “modern B2B”?_** **_Denise:_** I think people sometimes over-engineer solutions too quickly. You don’t need to custom-build everything immediately. First understand: - What your business actually needs - What the platform already offers - Which customer journeys matter most Then build carefully from there. Custom solutions can absolutely help, but only if they remain maintainable long term. ## What’s next for BOSKA B2B? **_Ryan: What does the next phase look like for BOSKA’s B2B strategy?_** **_Denise:_** The focus now is on creating a single unified B2B platform globally. Right now, we still operate separate B2B environments for the US and the rest of the world. We want to consolidate that into one international setup powered by Shopify Markets. And beyond that, it’s really about creating a clearer long-term B2B vision: Where do we want to be in one year? Three years? What experiences do we want to create for customers? That strategic direction is really the next phase for us. BOSKA’s approach to modernising B2B commerce is a reminder that B2B buyers are still just people. They use apps, shop online every day, and expect things to work simply and efficiently, but many B2B commerce setups haven’t kept up with those expectations. Together with Domaine, they moved from a custom setup to a more practical, self-service model built around how B2B customers actually buy — creating a better buying experience, and freeing up their team for growth. To learn more about BOSKA and explore their products, visit [**BOSKA’s website**.](https://www.boska.com/) To learn about the work we did with Denise and the team at BOSKA, visit the [**case study.**](https://domaineworldwide.com/eu/work/boska/) ### Boost your conversion with 20% with Klaviyo and Domaine Europe https://domaineworldwide.com/insights/commerce-insights/boost-your-conversion-with-20-with-klaviyo-and-domaine-europe/ At Domaine Europe we think it is important to not only help our clients to a well-functioning webshop, but also to an impressive conversion rate. The most effective tool that we use to achieve this is e-mailmarketing with Klaviyo. In this blog our CCO Bob and our Head Klaviyo Midge show you what our Klaviyo-partnership looks like, and the kind of results we can get for our clients. ## **3 reasons why e-mailmarketing is a must** **1. High conversion** Every entrepreneur knows this already, but it cannot hurt to stress it once more: e-mailmarketing continues to be the best-converting type of marketing for your business. And to kick in another open door: yes, everybody is on Facebook, but even more people use e-mail. What is more, if your company has someone’s e-mail address, it means this person gave it to you. This customer already knows your brand. It won’t be cold calling, like in a Facebook ad. **2. Ownership** High conversion is not the only advantage, because e-mailmarketing is also a marketing channel that you own yourself. Bob: “E-mail is owned marketing: it is constant, predictable, you have control over it. When you advertise on Facebook or Google you basically throw a lot of money over the hedge and then pray the sales will come. You have no access to the algorithm, and have no choice but to accept any change of terms they roll out.” Case in point: Apple’s [iOS 14 release, which made successful advertising on Facebook a lot more difficult](https://www.facebook.com/business/help/331612538028890?id=428636648170202). Because of this privacy update visitors with an Apple device are much harder to track, which has a negative effect on your ROAS (Return On Ad Spend). Bob: “It’s going to be a real challenge to achieve a healthy return. Will you still be able to reach your revenue targets? One way of ensuring this is to scale up your e-mailmarketing.” **3. Inexpensive** And finally advantage number 3: e-mailmarketing is still the cheapest form of marketing available. ### E-mailmarketing with Klaviyo & Domaine (and Midge) For all those reasons, at Domaine Europe we strongly believe in e-mailmarketing. And since the Shopify-MailChimp divorce in May 2019 (while we’re on that topic: could it be the argument was really about MailChimp preparing to move into storefronts as well?) we swear by Klaviyo to achieve the best results. Why? Because Klaviyo enables you to monitor the behaviour of the people receiving your e-mails in great detail. With that information you can start tweaking to improve your conversion rate. What kind of e-mails do you send your customers? How long should they be, and should they have images or not? What could you change about the Subject line to boost open & clickthrough rates? In what segments should you divide your customerbase to further personalise your e-mails? Klaviyo also integrates seamlessly with Shopify and other Shopify apps that we love to work with at Domaine Europe, such as Loyalty Lion and a few customer review apps. Klaviyo is like Shopify in the sense that it is so userfriendly that anyone can start working with it – but if you really want to make a splash with your e-mailmarketing you can’t ignore Domaine Europe. Because at Domaine Europe we have got a secret weapon: Midge, our Head Klaviyo. Since 2019 he refines and improves e-mails on a daily basis, until he has found the best-converting combination for our clients. Hence, Midge knows all the viable strategies and benchmarks, knows what works for which clients and which line of business, and has the technical knowledge to customize Klaviyo to fit your needs as a brand. And not without success! Thanks to his efforts Domaine Europe quickly became the first Elite [Klaviyo Partner](https://www.code.digital/klaviyo) in the Benelux. [This has advantages for us and for you](https://www.code.digital/blog/code-is-klaviyo-elite-master-partner), read more about it in this blog where we wrote about it. ### Domaine Europe is Elite Klaviyo Partner You don’t become Elite Partner for nothing. It means we help a lot of clients and that those accounts are relatively healthy, meaning our e-mails are relatively rarely seen as spam – which indicates that our e-mails are opened and read relatively often. As an Elite Partner we can also offer our clients a few nice extra’s, such as a quarterly growth report for our clients, early access to new features, and our own Channel Success Manager at Klaviyo who makes sure we can help our clients even better. ### Results with Klaviyo What can you expect in terms of results, as our client? Midge: “Our most successful accounts receive about 40 to 50 % of their total revenue from e-mailmarketing with Klaviyo. These are brands such as [Eline Rosina](https://elinerosina.com/), [POM Amsterdam](https://www.pom-amsterdam.nl/), [Fascino](https://www.fascino-coffee.com/) and [Veloretti](https://www.veloretti.com/). The average is a bit lower, but still, a conversion rate of 20% is feasible for practically all brands.” Bob adds: “We also see how our clients save money by rolling out one-off sales actions through Klaviyo. It could also have been done by building a whole flow in Shopify, but that is usually a lot more complicated and expensive and it doesn’t communicate as well with customers.” He mentions the examples of [Sneakin, which launched a sneaker raffle this month](https://sneakin.com/collections/raffles) and used Klaviyo for registration, drawing of lots, and follow-up; and [Veloretti, which opened a pre-order option for the launch of their very first electrical bike](https://www.veloretti.com/products/electric). ### Domaine’s Klaviyo package in 4 steps Suppose you’re quite impressed by that 20 to 50% revenue we rake in for our clients, and you’re thinking of having Domaine Europe do your e-mailmarketing. What can you expect of our Klaviyo package? One thing we can guarantee is that we will work very closely with our client. Because we know how important brand consistency is, we make sure to use your own branding and tone-of-voice, the content and images you and your employees deliver to us. Depending on your wishes, budget and situation, we’ll determine a viable strategy and get to work. Throughout it all we check in with you regularly and constantly keep communication lines open, so you always know where we are in the process. Below, Midge lines out what you can expect in terms of practical, day-to-day steps: **Step 1: Onboarding & setup** "We start by setting up your Klaviyo account, and will use your corporate identity to set up the basics for your marketing emails. Next, we will take care of data migration: importing the database from your previous email program. With those three steps you are ready to start sending emails. After that, we implement the three best-converting e-mail flows: - a welcoming sequence for new customers - an abandoned-checkout reminder (this will retrieve about 10% of abandoned carts) - a back-in-stock notification. Subsequently, we will A/B-test them for a while: what is the best timing, subject line, content? Should we use a header image or not? A formal or informal tone-of-voice? Should we exclude certain customer segments from certain e-mail flows? With the testing done, we can move on to the remaining flows you saw in chapter 1, and start testing those.” **Step 2: Expanding and finetuning in monthly sprints** "After onboarding, every month we will have a look at how to further improve existing flows, and which new flows and campaigns to set up. If necessary we create new customer segments, for instance to reach a very specific audience for a campaign. Each adjustment and each new email flow is of course tested, in line with your brand strategy. To keep our clients up-to-date, we plan a meeting with you every two weeks: to evaluate how your email flows are performing, to discuss further optimizations, and to brainstorm new flows. When a client is successful with Klaviyo, it often comes with adjustments to their Shopify webshop as well. The client grows, starts thinking about new features and campaigns for their webshop – like offering subscriptions – and to communicate those to their customers they use Klaviyo. This in turn leads to more growth, and the process repeats itself. It works together beautifully.” ### Salesforce Commerce Cloud to Shopify for Enterprise Brands https://domaineworldwide.com/insights/resources/sfcc-to-shopify-enterprise-migration/ Discover why enterprise brands are moving from Salesforce Commerce Cloud to Shopify. Get insights on benefits, timelines, and expert migration. As engineering and digital leaders look to reduce operational friction and accelerate innovation, **Shopify** is emerging as the strategic choice, offering modern infrastructure, faster development cycles, and a dramatically lower total cost of ownership. We dive deep into these trends in our new whitepaper: **[SFCC to Shopify: The Enterprise Migration Guide](https://domaineworldwide.com/sfcc-to-shopify-migrations/).** ## **What’s Driving the Migration from SFCC?** Over the past 18 months, we’ve seen a clear pattern: CTOs, VPs of Engineering, and ecommerce architects are increasingly questioning whether Salesforce Commerce Cloud is the right platform for the next stage of growth. Here’s what they’re telling us: ### **1. Mounting Operational Overhead** Custom infrastructure, deployment pipelines, and SI-dependent workflows have created unnecessary layers of complexity, slowing teams down. ### **2. Slow Time to Market** New features, checkout changes, and marketing campaigns take too long to launch due to SFCC’s proprietary architecture and testing requirements. ### **3. Limited Developer Experience** Proprietary tooling, like ISML and Business Manager, slows down onboarding and limits hiring flexibility. Developers are frustrated by the lack of modern tools and real-time testing. ### **4. Unpredictable Costs** Between licensing fees tied to GMV, partner retainers, and internal DevOps, the total cost of running SFCC can become unpredictable and unjustifiable. **TL;DR:** What was once considered a powerful enterprise solution is now a source of technical debt and velocity loss. ## **From Bottlenecks to Breakthroughs: Why Shopify Is the Platform to Scale With** Shopify has matured into an enterprise-grade platform built for the speed, scale, and agility modern brands demand. The advantages are especially clear to technical decision-makers. Here’s how Shopify compares to Salesforce Commerce Cloud across five critical dimensions (explored in detail in our whitepaper): ### **Infrastructure & Operational Overhead** Shopify eliminates DevOps burden with fully managed infrastructure, global CDN, built-in compliance, and 24/7 availability. No more custom hosting environments or SI-led deployments. ### **Speed of Development** In-house teams move faster on Shopify. Real-time previews, Git-based workflows, and CI/CD compatibility enable quick iteration and release cycles. ### **Scalability & Performance** Shopify’s infrastructure auto-scales, handling peak traffic, international storefronts, and B2B order volume without the need for manual tuning or vendor optimization. ### **Developer Experience** Shopify supports modern technologies—Liquid, React, GraphQL—and allows devs to ship faster without learning platform-specific languages like ISML. ### **Total Cost of Ownership** With fewer middlemen and predictable pricing, Shopify offers lower TCO. Brands can reinvest time and capital into innovation, not platform maintenance. ## **New Whitepaper: A Technical Guide to Migrating from Salesforce to Shopify** Our latest whitepaper, [**Replatforming for Enterprise Brands: Salesforce to Shopify,**](https://domaineworldwide.com/sfcc-to-shopify-migrations/) is designed specifically for **technical leaders** who are evaluating this transition. Inside, we cover: - **Core architectural differences** between Salesforce and Shopify - **Migration methodology** based on 200+ platform transitions - **Common misconceptions** about Shopify’s enterprise capabilities - **B2B and multi-market support** on Shopify **How to plan and execute** a phased migration; from discovery to post-launch optimization **Receive our Replatforming for Enterprise Brands: SFCC to Shopify Guide, informed by our extensive experience migrating complex brands.** — Published 06/30/25 — [Download Now](https://domaineworldwide.com/sfcc-to-shopify-migrations/) ## **What Does a Typical SFCC to Shopify Migration Timeline Look Like?** Based on our work with complex enterprise migrations, here’s what to expect: | Complexity Tier | Typical Profile | Estimated Migration Timeline* | | --- | --- | --- | | Tier 1 – Standard | <10k SKUs, basic integrations | 20–24 weeks | | Tier 2 – Advanced | 10k–50k SKUs, moderate B2B | 26–36 weeks | | Tier 3 – Enterprise | 50k+ SKUs, multi-region, custom logic | ~42 weeks | *Dependent on catalog size, data models, and business readiness. Our whitepaper includes a **detailed migration framework** designed to help you assess risk, align stakeholders, and plan your move with confidence. ## **Debunking Common Myths About Shopify for Enterprise** Despite powering some of the world’s largest brands, there are still myths around Shopify’s suitability for complex enterprise needs. Here’s the reality: - **“Shopify can’t support B2B.”**Shopify now includes native B2B features, custom pricing, tiered access, and multi-account management. - **“Shopify isn’t flexible enough.”**Shopify Functions and its API-first approach make it highly extensible, even for advanced workflows. - **“It’s just for DTC brands.”** Shopify Plus powers multi-brand, multi-region, and wholesale giants, handling global scale effortlessly. **Ready to explore what a replatforming journey could look like for your brand?** — [Get in Touch](https://domaineworldwide.com/contact/) ## **Plan with Confidence. Migrate with Speed.** Migrating platforms isn’t just a tech upgrade, it’s a strategic decision that impacts every part of your business. Our guide walks you through: - Evaluating risk - Creating a phased migration roadmap - Aligning internal teams - Defining post-migration success metrics - Knowing when and how to engage expert support ## **Need a Migration Partner? We’ve Done This Before.** As a **Platinum Shopify Engineering Partner**, Domaine has led replatforming efforts for global brands moving off SFCC. From 10k SKU catalogs to complex B2B rollouts and ERP integrations, we specialize in high-stakes migrations, done right. If SFCC is slowing your team down, it's time to reassess. A move to Shopify isn’t just about modernization, it’s a leap forward in speed, control, and scalability. ## FAQs **Why are enterprise brands migrating from Salesforce Commerce Cloud (SFCC) to Shopify?** Many enterprise brands find SFCC is creating operational overhead, slowing down new feature launches, offering a limited developer experience, and leading to unpredictable, high costs. Shopify provides modern infrastructure, faster development, and a lower total cost of ownership. **What specific challenges do brands face with SFCC?** Brands often experience mounting operational overhead due to custom infrastructure, slow time to market for new features, a limited developer experience with proprietary tools, and unpredictable, often high, costs from licensing and retainers. **How does Shopify address these challenges for enterprise brands?** Shopify eliminates operational overhead with fully managed infrastructure, enables faster development through modern workflows, provides a better developer experience by supporting modern technologies, and offers a more predictable and lower total cost of ownership. **Is Shopify truly capable of handling enterprise-level complexity like B2B and multi-region operations?** Yes, Shopify is built for enterprise needs, offering native B2B features, support for multi-brand and multi-region operations, and extensibility for advanced workflows through its API-first approach and Shopify Functions. **What does a typical SFCC to Shopify migration timeline look like?** Migration timelines vary by complexity: standard migrations might take 20–24 weeks, advanced ones 26–36 weeks, and enterprise-level projects around 42 weeks, depending on factors like catalog size and business readiness. **What resources are available for brands considering this migration?** Our whitepaper, **SFCC to Shopify: The Enterprise Migration Guide**, offers a comprehensive technical guide covering architectural differences, migration methodologies, and planning for a phased transition. **Can Domaine help with my brand's migration?** Yes, as a Platinum Shopify Engineering Partner, Domaine specializes in high-stakes migrations for global brands moving off SFCC, with extensive experience in complex catalogs, B2B rollouts, and ERP integrations. # ### Balancing Brand & Conversion: Crafting Ecommerce Experiences That Resonate & Convert https://domaineworldwide.com/insights/visual-design/balancing-brand-and-conversion/ Discover how Domaine seamlessly integrates brand identity with conversion optimization, creating ecommerce sites that are both beautiful and effective. In the digital landscape, where every pixel counts, finding the sweet spot between a brand's identity and conversion goals is more art than science. At Domaine, we are passionate about mastering this balancing act, working with a diverse range of brands with unique goals and strategies to ensure their sites are as engaging as they are effective. We dove into this topic on episode 11 of DTCx’s Ultimate Shopify Customer Journey Series. ## The Dual Role of Brand and Conversion Brand and conversion aren't adversaries; they’re partners in creating a memorable online experience. The brand is the soul of a business—it's what can make a site unique and memorable. But without conversion, that brand presence doesn’t translate to growth. At Domaine, our mission is to bring brands to life in the digital space while also driving meaningful results and increasing engagement. ## The Art of Translating Brand Identity Ecommerce frameworks may have the tendency to feel rigid, but there's plenty of room for creativity. When our team at Domaine starts working with a new brand, we delve into their core identity—what we affectionately call the "feelings" of the brand. This involves understanding what makes a brand unique, whether it’s boldness, elegance, or a rebellious spirit. From there, our efforts are turned to translating this to a digital space. Take typography, for instance. A brand that is bold and seeks to push boundaries might opt for a tall, condensed typeface that exudes authority and confidence. By focusing on key visual elements like typography, color, and layout, we create visual identities that not only match the brand’s core identity and goals, but also resonate with their customer, and stand out within a crowded space. #### Benchmade For [Benchmade](https://domaineworldwide.com/work/benchmade/), a high-end knife company, we explored multiple visual directions to modernize their site. One concept embraced their outdoor heritage with earthy tones, while another focused on the craftsmanship of the knives with cinematic visuals. A third concept streamlined the user experience with a clean and approachable interface. By presenting these distinct themes, we could align on a design that felt authentic to Benchmade's identity. Using the same core ecommerce structure, but swapping out different typefaces, colors, and layouts, we can pull at very different elements of the brand. ![Image depicting the three visual concepts for Benchmade's new site](https://cdn.sanity.io/images/cxeknc6v/production/354d966c5be5f304dabd371f61d953fcff046185-6000x1216.jpg?w=1600) #### NEST New York For brands with more extensive brand books and set color and type guidelines, we still find opportunities to discuss the best way to represent their brand online. For [NEST New York](https://www.nestnewyork.com/en-ca), a luxurious fragrance brand, we presented two concepts focusing on smaller visual elements while maintaining the typeface and colors. The first focused on the packaging and botanical elements, while the second zeroed in on sensory and glamorous imagery. By using the same ecommerce elements within each concept, we were able to solidify all the visual attributes that make each concept feel authentic and true to the brands identity. ![Image depicting two visual concepts for NEST New York's new site](https://cdn.sanity.io/images/cxeknc6v/production/b9ba133d07997256f4f2bc1449e01f12fc0cc165-6000x1800.jpg?w=1600) ## Weaving Branding into the Fabric of Ecommerce Too often, brands isolate their identity to specific areas of their site—like the “About Us” page, landing pages, or blog articles. However, these pages often see lower traffic. To truly embed a brand into the user experience, it's essential to weave brand elements through the entire shopping flow. When we take a look at our brands’ analytics for this year-to-date across many verticals (including bedding, accessories, hair, apparel, jewelry, maternity, food, and fragrance), on average, brand pages (such as the “About Us” page) received .25% of overall site traffic. Blogs come in a bit higher at 2.3%, but this is when we combine all articles for each brand. A brand’s content and differentiators should be woven into the main shopping flow, so that as users move between the navigation, homepage, product listing page (PLP), and product detail pages (PDPs), they are gaining a sense of the brand and why they should shop with here instead of with a competitor. #### Stoney Clover Lane For [Stoney Clover Lane](https://domaineworldwide.com/work/stoney-clover-lane/), a brand known for its customizable bags, we infused their playful color palette and patchwork designs across their entire site. In the navigation, we added pops of the colors that they are known for as well as illustrations that match the aesthetic of their patches. ![Mobile screenshots of Stoney Clover Lane's navigation menu](https://cdn.sanity.io/images/cxeknc6v/production/37c0da1e3d98ed73c3c04c16f125d6d9870af0f1-3016x1800.jpg?w=1600) #### Timex Meanwhile, [Timex](https://domaineworldwide.com/work/timex/), an iconic American watchmaker, was looking to weave their brand story into every corner of the site. We achieved this by starting their homepage with a bold brand message: "Every watch has a soul and a story to be told," which continues with immersive takeovers that showcase specific watches. ![Desktop screenshot of Timex's homepage](https://cdn.sanity.io/images/cxeknc6v/production/76ae67cc18069dc0dcde52f13891fb81756aae33-3016x1800.jpg?w=1600) ### Storytelling on Product Listing Pages Product listing pages (PLPs) are a wonderful avenue to weave content and stories throughout a product grid, creating small moments of delight alongside product discovery. #### Figs [Figs](https://domaineworldwide.com/work/figs/), the brand disrupting the scrubs industry, needed to showcase the innovation behind their fabrics. Rather than simply listing unfamiliar proprietary terms, we incorporated brand education into the filters, ensuring that even the most basic interactions feel true to the brand. These modules highlight how thoughtful Figs is about materials that will perform for the medical professionals they serve, right in the PLP. ![Desktop and mobile screenshots of Figs' filtering on their product listing page](https://cdn.sanity.io/images/cxeknc6v/production/e7781c070505a94e7b100dd4199e35a263934882-3016x1800.jpg?w=1600) ### Brand Content on Product Detail Pages On the product detail pages (PDPs), brands can have impactful content like visually interesting information modules, how-tos, and product customizations. These help cement core values, differentiators, and more. #### Benchmade [Benchmade](https://domaineworldwide.com/work/benchmade/) allows their customers to customize their knives. We designed visually impactful specifications and video modules to support that message in the PDP. Additionally, small modules can highlight their core values: Made in the USA, Premium Materials, and Free Sharpening on all knives. This section tested incredibly well, with 20% of users commenting positively on these pillars before adding-to-bag. ![Desktop and mobile screenshots of Benchmade's product detail page modules](https://cdn.sanity.io/images/cxeknc6v/production/ac3853019867d15d9cc6ad4e4fc4c42ace18e86d-5600x1800.jpg?w=1600) #### Fellow For [Fellow’s](https://domaineworldwide.com/work/fellow/) recent launch of their new Aiden Coffee Maker, we created a modular PDP with a seamless scrolling experience educating the customer on key features and product attributes. This helps differentiate the product as a new launch, focused on education and storytelling while driving towards pre-order. ![Screenshots of product detail page modules for Fellow's Aiden Coffee Maker](https://cdn.sanity.io/images/cxeknc6v/production/0735d1d775aed348ddd7d54e940d53f6690aae79-3012x1800.jpg?w=1600) ## Making Branded Content Shoppable Another critical insight we’ve honed is the importance of making branded content shoppable. Brand moments shouldn't be static—they should invite interaction. This can come to life in a variety of ways depending on the brand and the product assortment available. A skincare brand may encourage users to shop a complete routine. An intimates brand might showcase both a bra and underwear in an editorial image and encourage shoppers to purchase them as a set. #### Tuckernuck For [Tuckernuck](https://tnuck.com/), a lifestyle and fashion brand, we created an immersive experience where shoppers could click on editorial images to view and purchase the clothing featured directly. This approach blends ecommerce functionality with the brand’s stylish, curated content, enhancing both the shopping experience and brand engagement. ![Desktop and mobile screenshots of Tuckernuck's Shop the Look module](https://cdn.sanity.io/images/cxeknc6v/production/406d7ca7211757d63987f40f0f12f6370d6542a2-3016x1800.jpg?w=1600) #### Keen [Keen](https://domaineworldwide.com/work/keen/), known for its footwear and outdoor gear, sought to integrate content and ecommerce seamlessly. We designed each section of their site to reflect both their rich history and purpose while effectively showcasing products, with the ability to “Shop from Anywhere”. Balancing these elements required a thoughtful design system that highlights the brand’s story while driving sales. ![Screenshots of Keen's Shop from Anywhere modules](https://cdn.sanity.io/images/cxeknc6v/production/8923c6d146cf6013dd2d1ceb0c9bf7696d63c9c6-3016x1800.jpg?w=1600) ## Mind the Essentials: Best Practices for Key Elements Lastly, while we want to bring brands to life with creativity throughout an ecommerce site, there are key elements where simplicity reigns supreme. Navigation, filters, and checkout should prioritize clarity and usability above all else. Consider best practices and clarity for these key elements: 1. **Navigation:** We've conducted hundreds of user tests where users become frustrated by branded or unclear terms in the navigation. It's best to avoid uncommon or confusing terms. Better yet, test which terms are best for users. 2. **Filters:** Similar to navigation, filter taxonomy should be as clear as possible. If a brand needs to use unfamiliar terms, we recommend exploring options to educate users on their meaning like the Figs example we shared earlier. 3. **Add to Bag:** Be mindful of best practices on the top of the Product Detail Page. While we want to showcase the brand, we also want it to be easy for users to select variants and add-to-bag without any distractions. 4. **Cart & Checkout:** Cart and checkout are not the best places to weave in brand. Keep it simple and conversion focused. ## Conclusion Balancing brand identity with conversion goals is a challenge that we love tackling every single day. By understanding the essence of a brand and strategically embedding it throughout the shopping experience, we create ecommerce sites that are not only beautiful but also effective. At Domaine, we’re proud to help brands strike this balance, ensuring that every interaction is both on-brand and optimized for results. _(Contact form: Your brand has a bright future… Let’s create it. )_ ### The Email Marketing Inspiration Book for E-Commerce https://domaineworldwide.com/insights/commerce-insights/the-email-marketing-inspiration-book-for-e-commerce/ Our Email Marketing Inspiration Book is here! Looking for a practical guide to help you convert and retain your audience and take your e-commerce brand to the next level? Get your free copy here: https://www.code.digital/cs/c/?cta_guid=d6603f22-dae8-4789-b807-2b9cb2d42596&signature=AAH58kFj_YeF0lplf1Q3rlyHiRhyzx-EEg&utm_referrer=https%3A%2F%2Fwww.code.nl%2Fblog%2Femail-marketing-inspiratieboek&portal_id=4557051&pageId=57614448229&placement_guid=ad35d66c-1746-4a6e-b10d-5fbd36904347&click=b12858b5-a5c2-4ee8-8339-0fc4726a17c9&redirect_url=APefjpHPnYkjvzo-ltk0trekInw4N9bIAb2nicOaLfqdIuFB23opWTPJY7kSWErw-oye-2Msjx0lEVhGwHeNCR8O1W2OWEX89vIU_kKHIGrZHtyFc5ySIqBuO5tDy40uXOqNIJmlczs1RyOH7mkvk4Klt0DMOH4hpPI8Wvr-pv6e74VyHrXDNLWQBph6FzM7R8cvg4LzAWI1W4REpi5a1aUR9_b0BCNjfsCZepG-EubBY6IIhWp-y1pkGgA4EjwAI8vqRibW1E3NjIcDM3nx2_5FQhrAR3j7wWtNAQB-EyCourG69GTH214RxLrh5hEZ_hVRLXmD-8md&hsutk=eb397f1e48caf8f7f9a511300d256663&canon=https%3A%2F%2Fwww.code.digital%2Fblog%2Femail-marketing-inspiration-book&ts=1772620376015&__hstc=221463879.eb397f1e48caf8f7f9a511300d256663.1767863131914.1772456644494.1772551345878.7&__hssc=221463879.54748.1772616659752&__hsfp=8cd87498ea6c4988490670460438665f&contentType=blog-post ### What is in this e-book? Did you notice how expensive online acquisition has become lately? At Domaine EUrope we certainly have. When we first issued this e-book, in the fall of 2021, online ads were still pretty affordable. Now, as we issue a completely renewed version of this e-book for spring 2023, the [prices are positively exorbitant](https://www.forbes.com/sites/forbescommunicationscouncil/2022/11/14/how-marketers-are-fighting-rising-ad-costs/). How is an online brand supposed to attract customers and make a profit in this changed acquisition landscape? There is a tried and true answer to that question, and it is: **customer retention**. [Keeping your existing customers with you is the way to go](https://www.code.digital/blog/focus-on-retention-and-grow-your-e-commerce-revenue-without-buying-traffic), now more than ever. And the best way to do that is via email marketing. At Domaine Europe, we see what emails can do for our clients’ online stores on a daily basis, and it is _beautiful_. Email marketing is also an extremely useful tool to maximise the impact of the online ads you still need to run, to attract new customers. Follow up your online ads with a clever series of emails nudging the new visitor towards their first order, and you can be sure you get the most out of your expensive ad. [On average, e-commerce brands attribute around 25% of their revenue to email marketing.](https://www.code.digital/blog/marketing-automation-with-klaviyo-and-code-boost-your-conversion-with-more-than-20) At Domaine Europe, we have a number of clients performing way better than that, with up to 50% of their revenue coming from email marketing. How do we achieve this for our clients? That’s exactly what we are going to share with you in this e-book: - **5 email flows every self-respecting e-commerce business should have**; - **8 original flow ideas that you can adapt to your own business**; So if you’re looking for a successful email strategy for your brand, look no further! Throughout the book you will find **lots of examples from our own clients**, among them [O'Neill](https://eu.oneill.com/), [Kabrita](https://kabrita.com/), [TI SENTO - Milano](https://www.tisento-milano.nl/) and [by-bar](https://shop-by-bar.nl/). In addition, we will discuss a number of **clever Klaviyo integrations with other useful apps**. At Domaine Europe we like to use Klaviyo as the data-hub in a network of tools (such as review and loyalty apps) to get the most out of your marketing stack. What you will also find: **the best email hacks** discovered by Midge, our head of Klaviyo, and his team. Nifty little tricks and adjustments that are easy to implement but pay off big time. Midge and his team collected these over 3+ years of daily tweaking, split testing and finetuning, and now you can have them for free. You’re welcome ;) ### The 15 best Shopify apps for e-commerce brands in 2025 https://domaineworldwide.com/insights/technology/the-15-best-shopify-apps-for-e-commerce-brands-in-2025/ Are you looking for the must-have Shopify apps that really improve your e-commerce store? That will boost your sales and lift up your customer experience? Look no further! As a 100% focused Shopify agency, Domaine knows where to find them. Check out the list of must-have Shopify apps in this blog that we recommend for 2025. At Domaine we love apps, and Shopify’s huge app ecosystem. It’s the quickest and easiest way to expand your store with specific functionality, or to boost the functionality native to Shopify’s core. Everything listed in the Shopify App Store (and we’re talking over 9.700 apps here) has survived a super strict selection process to get there, so you can be absolutely sure it will work smoothly with Shopify. Are you on Shopify Plus? The Shopify Plus Certified App Program offers you a number of apps that even go above and beyond what is required of Shopify apps. A few of them are in our list, too: apps like Klaviyo, Rebuy and Yotpo that have become the staples of successful Shopify Plus stores. ### How to choose the right app for your Shopify store On the downside: all that choice can give you a bit of a headache when you start looking into the must-have Shopify apps. The market for apps is immense and as soon as an app is doing well, alternatives will pop up that do more or less the same – which doesn’t make your choice any easier. You will also want to prevent any drops in loading speed caused by too many apps, so it’s crucial to pick the right ones. You could read the reviews in the [App Store](https://apps.shopify.com/) of course, to see what your co-merchants think of an app. And, as soon as you’ve got a shortlist, use the free trial period many apps offer. But we’d bet you would much rather get some solid advice from an expert, right? From a Shopify agency like Domaine Europe, for instance, that has built 200+ stores for successful brands like Alpinestars, Stoov, Intersport and 10DAYS. At Domaine Europe we’ve been keeping a keen eye on what’s on offer in the App Store for years now, and we regularly test promising apps to see if it would work for [our clients](https://www.code.digital/portfolio). In our experience, it’s all about the question: does the extra functionality you’re getting outweigh the impact on your site’s performance? **→ Want to know which apps are essential for your store?** [**Get in touch**](https://www.code.digital/contact) **and we’ll give you some pointers – no charge!** ### Domaine Europe’s favourite Shopify apps for 2025 Choosing apps continues to be a custom job. The right combination of apps varies between stores: a store busy scaling up needs different apps than stores with an expanding or shrinking product catalogue, and one store requires more custom functionality while the other would like to use less custom solutions. Different stores have different needs, so there are hardly any apps we would call ‘must-haves’. That said: some functionality is so good that almost every e-commerce business should use it. That’s the type of functionality we focus on in our list of favourite Shopify apps: ### 1. [Klaviyo](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Klaviyo) 2. [Gorgias](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Gorgias) 3. [LoyaltyLion](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Loyalty_Lion) 4. [Reviews.io and JudgeMe](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Reviews.io-judgeme) 5. [Rebuy](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Rebuy) 6. [Raptor](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Raptor) 7. [Klar](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Klar) 8. [Ingrid](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Ingrid) 9. [Yotpo](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Yotpo) 10. [Sendcloud](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Sendcloud) 11. [Returner](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Returner) 12. [Sufio](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Sufio) 13. [OrderEdit](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#OrderEditing) 14. [Checkout Blocks](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#checkout-blocks) 15. [SKIO/ Recharge / Firmhouse](https://www.code.digital//blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2025#Skio-Recharge-Firmhouse) ### **1.** [**Klaviyo**](https://apps.shopify.com/klaviyo-email-marketing) If you’re serious about the success of your online store, you can’t ignore personalized email marketing. [Klaviyo is the best Email Marketing tool for e-commerce businesses](https://www.code.digital/klaviyo), period. Its integration with Shopify is sheer perfection and enables you to use the data from your store to personalize your marketing emails to an ever higher degree. E-commerce brands using Klaviyo attribute about 25% of their revenue to email marketing, on average – and for clients working with Domaine Europe’s Klaviyo Elite team that figure might even reach 50%. What’s more, Klaviyo integrates just as seamlessly with a host of other apps in this list – which offers your store a lot more options to make that final push to the top of your market. Both in terms of revenue and customer experience. Having trouble choosing between Mailchimp and Klaviyo? Check out our five reasons why Klaviyo is the best choice for ambitious webshops. ### **2.** [**Gorgias**](https://gorgias.grsm.io/code-shopify-plus-agency) Gorgias is hands-down the best helpdesk and live chat platform for Shopify stores. Why? The app organizes all incoming customer support queries from channels such as Instagram, Whatsapp, Facebook, email, phone and live chat in one place, and supplies your customer service team with a complete order history and automated answers to frequently asked questions. This app has everything for a super fast and efficient customer service: Gorgias will save you oodles of time, raise your customers’ buying frequency, and get you 20-30% conversion on support tickets. Recently Gorgias has introduced an AI agent that makes their app even more of a game changer. Our client Alpinestars reports that AI agent Roberta closes about 60% of tickets, at a customer satisfaction score above 4.0. “It's like a third member of our team.” Want to transform your customer service into an efficient and profitable part of your business? [Send Bob an email](mailto:bob@code.nl) and we will get you two months for free. ### **3.** [**LoyaltyLion**](https://apps.shopify.com/loyaltylion) Returning customers are the best customers, and with LoyaltyLion you can give them a good reason to keep coming back. This app will help you boost your store’s [Frequency](https://www.code.digital/blog/14-tips-to-make-your-customers-buy-more-often-increasing-frequency) and [Average Order Value (AOV)](https://www.code.digital/blog/14-cross-sell-and-up-sell-strategies-to-increase-your-average-order-value) considerably by setting up a data-driven loyalty program, tailored to your brand and requirements. Our client [Fascino Coffee](https://www.code.digital/cases/fascino-coffee) uses LoyaltyLion to enable customers to collect loyalty points while buying coffee. Thanks to the smooth integration between LoyaltyLion and Klaviyo, we can predict when a customer will place their next order and follow up on it with a personalized email flow. ### **4.** [**Reviews.io**](http://reviews.io/) **or** [**JudgeMe**](https://apps.shopify.com/judgeme) Customer reviews are gold! Did you know the chance of visitors placing an order quadruples when they’ve read reviews? And that the Average Order Value (AOV) of those customers is about 28% higher on average? A good review app is a no-brainer. At Domaine Europe we usually advise clients to work with Reviews.io or JudgeMe. JudgeMe bursts with functionality: have customers review directly from the email with your review request, give them the option to add photo and video to inspire potential customers, and share their reviews on social media – automatically or after your selection. The app is very reasonably priced, and you can even score the coveted Google Shopping stars with it (if you have enough reviews). In all, a very good app to start collecting reviews. Are you looking for a bit more advanced functionality, like access to reviews via an API? In that case Reviews.io is your best bet. Its Klaviyo connection is also more advanced than that of JudgeMe: we love how it enables you to enhance your Abandoned Cart emails with five-star reviews from exactly the product your customer left behind. Just sit back and see the conversion ratio on these flows go through the roof. ### **5.** [**Rebuy**](https://apps.shopify.com/rebuy) Personalization is a must for e-commerce stores that want to deliver an excellent customer experience. Rebuy Personalization Engine gives a sizable boost to your sales, AOV, and customer retention through [upselling and cross-selling](https://www.code.digital/blog/14-cross-sell-and-up-sell-strategies-to-increase-your-average-order-value). The app leverages AI to show your customers relevant products and offers, at the right time and in the right place: related products in the checkout, product upgrades on the product page, and a lot more. The app takes only a few minutes to install, is fully customizable and trusted by 10,000+ retailers. Want to experience the app firsthand? Friends of Domaine Europe receive an extended free trial of 30 days and a free personalized audit of your site. Reach out to us via our [contact form](https://www.code.digital/contact). ### **6.** [**Raptor**](https://www.raptorservices.com/pricing/) Raptor is a personalization engine for e-commerce. It helps you create data-driven customer journeys and deliver relevant product- and content recommendations to detailed customer segments across stores, email campaigns and paid apps. With Raptor’s machine-learning algorithms you will see increased sales, conversion rates, and overall engagement. As a Raptor Gold Partner, Domaine Europe can offer you an extended free trial of 3 months for Raptor Search or Recommendations. Simply [contact us](https://www.code.digital/contact), and we’ll help you with the setup. ### **7.** [**Klar**](https://apps.shopify.com/klar-analytics) Attribution modeling apps like Klar help you get more insight into where exactly conversion happens in your customer journey. The conversion rates given by the big platforms often do not give you the complete picture: they tend to claim attribution for their channels when the real story is a bit less straightforward. Since e-commerce businesses typically spend a lot on performance marketing, it is important to have detailed data on what is working and what isn't. Brands like [namuk](https://namuk.com/) rely on Klar as their source of truth for e-commerce performance. According to [Simon Bertschinger](https://www.linkedin.com/in/bertschingers/), Head of E-Commerce at namuk: "At its core, Klar! provides a detailed overview of our performance and helps us make data-driven decisions." The platform's dashboard gives a daily snapshot of the most relevant KPIs, while flexible tables and filtering options allow for deep-dive analysis. ### **8.** [**Ingrid**](https://apps.shopify.com/ingrid) With Ingrid, you can give your customers a lot more options in terms of shipping. Boost your conversion rates by offering personalized shipping experiences, where customers can adjust costs, carriers and pickup points to suit their wishes. Have them select their preferred pickup point at checkout, see available shipping methods by entering their postal code on product pages, and enjoy a streamlined delivery. Fun fact: Domaine Europe developed the Ingrid app in 2021, and recently improved it even further with the arrival of [Checkout Extensibility](https://www.code.digital/blog/shopify-checkout-extensibility-how-to-customize-your-shopify-checkout-for-conversion). We are proud to support brands like J. Lindeberg, AIMN Sportswear and Myrqvist with smarter shipping solutions. ### **9.** [**Yotpo Loyalty Rewards Referral**](https://apps.shopify.com/swell) At Domaine Europe we are [big believers in retention marketing](https://www.code.digital/blog/focus-on-retention-and-grow-your-e-commerce-revenue-without-buying-traffic): building long-term relationships with the customers you already have. Yotpo is a great platform to support you in this, by helping you create a custom loyalty program that works for your audience. Have customers earn and redeem loyalty points with campaigns that reward the behaviour you want to encourage, such as purchases, referrals and reviews. Yotpo offers you detailed analytics to help you boost conversion and create lasting customer loyalty. The loyalty app of choice for clients like Alpinestars and 10DAYS. Yotpo also offers a pretty good [reviews app](https://apps.shopify.com/yotpo-social-reviews) that several of our clients use. ### **10.** [**Sendcloud**](https://sendcloud.getsc.eu/i2n9c) Sendcloud is a classic that we’ve been working with for a long time now. It has been the go-to shipping app for Europe for years and is extremely effective at setting up the delivery of your orders. Especially when you have multiple stores, Sendcloud is useful because it shows you what your best logistics options are in terms of availability and price. You can choose from a plethora of carriers and automate the whole process, from printing shipping labels to sending tracking emails to customers… and a lot more. If you would like to customize your shipping offering at checkout, Sendcloud has an easy way to configure options such as a service point delivery or a nominated day delivery option that can boost your checkout-to-purchase conversion. ### **11.** **Returner** A smooth returns process is important to ensure a good customer experience, but have you ever considered what a good exchange process might do for your revenue? With Returner (made by Code) you can set up a branded self-service returns portal in which your customers quickly and easily register their returns and are encouraged to exchange instead of return. This helps you retain up to 40% of your revenue - and realize extra sales via upselling (exchange for a more expensive product). Our returns solution is unique because it’s a native Shopify app, allowing you to automatically process your returns directly in Shopify. This has saved brands like MR MARVIS, MUD Jeans and Alpinestars up to 90% of time, and reduced their returns by 30-40%. The app gives you greater insight in your returns data as well, enabling you to tackle the most common reasons for returns and increase your Customer Lifetime Value over time. And who doesn’t want that? ### **12.** [**Sufio**](https://apps.shopify.com/sufio) With Sufio you can create professional invoices, credit notes, receipts and reminders that meet worldwide invoicing standards for both B2B and B2C sales. Create on-brand invoices using the professionally designed, customizable templates provided, configure your invoices and taxes correctly, validate EU VAT numbers, and easily bulk-print or -download your invoices in PDF. ### **13.** [**OrderEditing**](https://apps.shopify.com/order-editing) Customers reaching out to your helpdesk often do so to correct something in an order they already placed. How about giving them the means to do this by themselves, and save your customer service time? That is exactly what OrderEditing offers, and more. The app allows customers to change products, addresses, shipping methods, or cancel an order; gives post-purchase recommendations to increase upselling; and validates addresses to prevent shipping issues. What is more, it integrates with your warehouse so you don’t have to cancel and recreate an edited order. ### **14.** [**Checkout Blocks**](https://apps.shopify.com/checkout-blocks) Checkout Blocks is a free app, owned and maintained by Shopify, that helps you [customize your checkout](https://www.code.digital/blog/shopify-checkout-extensibility-how-to-customize-your-shopify-checkout-for-conversion) with dynamic content blocks. It's multi-language, multi-currency, and fully compatible with [Shopify Markets](https://www.code.digital/blog/what-is-shopify-markets). For basic Shopify users the options are limited, but it has a lot to offer [Shopify Plus](https://www.code.digital/services/shopify-plus) users. Add content blocks and custom fields, validate address formats, create discounts, and reorganize the way your payment- and shipping methods are displayed as you see fit. ### **15.** **[Skio](https://apps.shopify.com/skio),** [**Recharge**](https://apps.shopify.com/subscription-payments) **or** [**Firmhouse**](https://www.firmhouse.com/shopify-subscriptions-with-local-payment-methods) Subscriptions are here to stay, and the Shopify App Store offers several platforms that help merchants with subscription management and setting up recurring payments. Recently, market leader Recharge has been challenged by newcomer Skio, with both apps targeting larger businesses. At Domaine Europe we use both, according to our clients’ specific needs. We also recommend Firmhouse, which is focused on the European market and supports many of the local payment methods. Firmhouse is powered by Adyen and Mollie and runs within the Shopify checkout. ### What Does a Leading Shopify Agency Do? https://domaineworldwide.com/insights/commerce-insights/shopify-agency-guide/ Discover what a top Shopify agency like Domaine does, from strategic consulting and creative design to tech solutions and marketing, to drive your brand's success. ## **Specialized Shopify Expertise** A Shopify agency helps businesses build, optimize, and grow their ecommerce experiences using the Shopify platform. These agencies typically offer services such as website design and development, theme customization, app integration, performance optimization, and digital marketing. They support both direct-to-consumer and B2B brands by creating tailored solutions that align with specific business goals, whether that means launching a new storefront, migrating from another platform, or improving customer retention. Their role is to provide the technical, creative, and strategic expertise needed to succeed in the Shopify ecosystem. **Where Domaine comes in:** As a Shopify Platinum Partner, Domaine operates a leading dedicated Shopify practice globally, supporting a broad range of businesses with services tailored to both established enterprises and growing brands. Our team of designers, developers, and strategists work together to help businesses unlock the full potential of the Shopify ecosystem, including B2B and headless configurations. ## **Strategic Services** Strategy services in ecommerce focus on using data, market insights, and brand context to inform business decisions and support digital growth. This often involves activities such as website audits, conversion rate analysis, and the development of customer personas. Agencies may also conduct market and competitive research, define KPIs, facilitate ideation workshops, and create roadmaps to help prioritize initiatives. Additional services can include building analytics dashboards, configuring GA4 and GTM, modeling customer lifetime value (LTV), conducting surveys, and analyzing behavioral data, all with the goal of supporting long-term, sustainable growth. Our strategic offerings are tailored to help brands navigate the complexities of digital commerce: - **Consulting & Website Audits**: Providing actionable insights to optimize eCommerce platforms. - **Conversion Rate Optimization (CRO)**: Enhancing website performance through data-driven strategies. - **Market & Competitive Research**: Analyzing market trends to inform business decisions. - **KPI Development & Financial Modeling**: Establishing clear objectives and forecasting financial outcomes. - **Personalization & Customer Insights**: Utilizing data to create tailored shopping experiences. - **Analytics Dashboard Creation**: Developing tools to track and measure key performance indicators. - **GA4 & GTM Configuration**: Setting up and maintaining advanced analytics systems. Read more on [Domaine Strategy Services](https://domaineworldwide.com/domaine-services/) ## **Creative Services** Domaine's creative team focuses on crafting compelling and user-centric designs: - **Creative & Art Direction**: Ensuring a consistent brand vision across all visual content. - **Design Systems**: Building scalable, component-based design frameworks for websites/apps. - **Animation & Interaction**: Designing interactive experiences, including motion graphics and UI animations. - **Photography Direction**: Guiding photographers/videographers on creative vision and best practices. - **Photography Production**: Planning and overseeing photoshoots for premium assets. - **Copywriting Production**: Crafting compelling, SEO-friendly copy to strengthen brand storytelling. - **3D Production**: Creating immersive 3D renderings, animations, and product viewers. - **Package Design**: Designing thoughtful product packaging that aligns with brand identity. - **Email Design**: Crafting branded templates for transactional and marketing emails. - **Content Strategy**: Developing nurturing and personalized content across customer touchpoints. - **UI Consultation**: Offering oversight to ensure designs adhere to best practices and deploy seamlessly. Read more on [Domaine’s Creative Services](https://domaineworldwide.com/domaine-services/) ## **Technology Solutions** Technology services in ecommerce focus on building and maintaining the technical infrastructure that powers online stores. This includes developing and customizing Shopify themes, integrating with third-party systems like ERPs and product information management tools, and creating custom applications to extend functionality. Agencies may also support platform migrations, implement accessibility best practices, and enable unified commerce by connecting online and offline sales channels. Frontend and backend development, as well as headless architecture, are often used to improve performance, flexibility, and scalability based on a business’s specific needs. Domaine excels in implementing robust technological infrastructures, including: - **Shopify Theme Development & Customization**: Building and tailoring themes to meet specific business needs. - **Headless Commerce Solutions**: Implementing flexible architectures for enhanced scalability. - **Integrations with ERP, PIM, and EMS**: Streamlining operations through seamless system connections. - **Custom App Development**: Creating bespoke applications to extend Shopify's functionality. - **Platform Migrations**: Facilitating smooth transitions from other platforms to Shopify. - **ADA & Accessibility Compliance**: Ensuring websites are accessible to all users. - **Unified Commerce Solutions**: Integrating online and offline sales channels for a cohesive experience. - **Robust Shopify Backend Development**: Powering complex server-side workflows and data synchronization. - **Modern Shopify Frontend & Theme Development**: Responsive, optimized, cross-channel UI/UX. - **Headless Frontend Solutions**: Decoupled React/Next.js/PWA storefronts for speed and flexibility. - **B2B & Wholesale Commerce Development**: Custom portals, pricing, bulk ordering, ERP/EDI integrations. - **Headless B2B Architecture**: Agile, scalable B2B experiences across channels. Read more on [Domaine’s Technology Services](https://domaineworldwide.com/domaine-services/). ## **B2B Services** Shopify is increasingly supporting wholesale and B2B use cases, and agencies like Domaine help businesses take advantage of this capability: - **Custom B2B Portals**: Role-based access, account-level pricing, and order history features. - **ERP and EDI Integrations**: Automating complex workflows such as invoicing and inventory sync. - **Headless B2B Solutions**: Supporting large catalogs, personalized experiences, and partner networks. - **Volume Pricing and Quoting Tools**: Helping streamline bulk ordering and sales interactions. - **Account Management Interfaces**: Enabling customer-specific catalog views and purchasing permissions. These solutions are tailored to manufacturers, wholesalers, and hybrid businesses that need more than traditional direct-to-consumer functionality. Read more on [Domaine’s B2B Services](https://domaineworldwide.com/services/technology/unified-commerce-solutions/b2b/). ## **CRM & Lifecycle Marketing** CRM and lifecycle marketing services are designed to help businesses build stronger relationships with their customers over time. These services typically include setting up and managing email and SMS campaigns, configuring platforms like Klaviyo, and implementing behavior-based automations that respond to customer actions. Agencies may also help develop loyalty programs, subscription models, and CRM strategies that define audience segments and personas. The overall goal is to support customer engagement, retention, and conversion by delivering more personalized and timely communications throughout the customer journey. Domaine's marketing services are designed to drive customer engagement and retention: - **Email & SMS Marketing**: Developing and managing campaigns to reach customers effectively. - **Klaviyo Onboarding & Platform Setup**: Implementing and optimizing marketing automation tools. - **Behavioral Triggered Automations**: Setting up automated responses based on customer actions. - **Loyalty & Subscription Strategies**: Creating programs to encourage repeat business. - **CRM Strategy & Persona Development**: Building customer relationship management frameworks and defining target personas. - **Conversion Rate Optimization (CRO)**: Enhancing marketing efforts to increase conversion rates. Read more on [Domaine’s CRM & Lifecycle Marketing Services](https://domaineworldwide.com/domaine-services/). ## Launch Faster with Domaine’s DTC Accelerator For ambitious DTC brands that need to get to market quickly, Domaine offers the DTC Accelerator, a faster, focused route to Shopify backed by the same depth of commerce expertise that powers Domaine’s largest engagements. DTC Accelerator is designed to help brands launch a high-quality Shopify experience in as little as 6 to 8 weeks, starting at $50K USD. The defined engagement removes unnecessary complexity while giving brands the strategy, design, technology, and proven commerce foundations needed to launch confidently and continue scaling after launch. - **Faster Shopify Launches:** A focused 6 to 8 week engagement designed to get brands from strategy to launch without a lengthy custom implementation. - **Proven Storefront Foundations:** A proven theme configured around your brand guidelines and established commerce best practices. - **Apps, Integrations & Data Migration:** Configuration of key tools and migration of agreed product, customer, and order data required for launch. - **Access to Domaine Expertise:** Work with commerce specialists drawing on experience from more than 750 Shopify launches. Read more about [Domaine’s DTC Accelerator](https://domaineworldwide.com/dtc-accelerator/). ## Frequently Asked Questions About Leading Shopify Agencies Q1: What exactly does a leading Shopify agency do? A: A leading Shopify agency, like Domaine, offers a comprehensive suite of services to help businesses succeed in ecommerce. This includes strategic consulting, creative design, robust technology solutions, and effective lifecycle marketing to drive growth, enhance user experience, and optimize performance on the Shopify platform. Q2: What makes Domaine a "leading" Shopify agency? A: Domaine is recognized as a global leader due to its specialized Shopify expertise, being the world's largest Shopify design and development practice. They are a Shopify Platinum Partner (the highest tier), have launched over 750 Shopify sites, and manage a portfolio exceeding $5 billion in Gross Merchandise Value (GMV). Their team of over 200 professionals offers a holistic approach to e-commerce success. Q3: What strategic services do Shopify agencies provide? A: Strategic services include consulting and website audits, conversion rate optimization (CRO), market and competitive research, KPI development and financial modeling, personalization and customer insights, analytics dashboard creation, and GA4 & GTM configuration to provide data-driven insights and optimize business decisions. Q4: How do creative services contribute to a successful Shopify store? A: Creative services focus on crafting compelling and user-centric designs. This involves UI/UX design, branding and identity development, content strategy and copywriting, photography and 3D production, and email design and animation, all aimed at creating an engaging and effective online presence. Q5: What kind of technology solutions can a Shopify agency offer? A: Technology solutions encompass Shopify theme development and customization, headless commerce implementations, integrations with ERP, PIM, and EMS, custom app development, platform migrations, ADA and accessibility compliance, and unified commerce solutions to ensure a robust and scalable e-commerce infrastructure. Q6: What is "Lifecycle Marketing" and how does a Shopify agency help with it? A: Lifecycle Marketing focuses on engaging and retaining customers throughout their journey. A Shopify agency provides services like email and SMS marketing, Klaviyo onboarding and platform setup, behavioral triggered automations, loyalty and subscription strategies, CRM strategy, persona development, and CRO to maximize customer engagement and retention. Q7: What is Domaine’s DTC Accelerator and who is it for? A: Domaine’s DTC Accelerator is a faster, focused route to Shopify for ambitious DTC brands that want to move quickly without making short-term decisions they’ll have to undo later. Starting at $50K USD, it provides a defined 6 to 8 week path to launch that brings together essential strategy, design, technology, integrations, data migration, QA, and launch support, backed by Domaine’s experience across more than 750 Shopify launches. Q8: Why should a business choose to partner with a leading Shopify agency like Domaine? A: Partnering with a leading agency like Domaine provides businesses with specialized expertise, a holistic approach to e-commerce, and proven results. Their comprehensive services ensure that every facet of your online store, from strategy and design to technology and marketing, is optimized for sustained growth and success. # ### Customizing Comfort with Arhaus https://domaineworldwide.com/insights/commerce-insights/customizing-comfort-with-arhaus/ A deep dive into how Arhaus reimagined sectional customization—bringing immersive 3D visuals, thoughtful UX, and premium design to a high-consideration purchase. Nowhere is that challenge more apparent than with sectional furniture, where size, configuration, fabric, and depth all play a role in whether a piece truly fits a customer’s space and style. Without the ability to explore those choices clearly and visually, the online experience can quickly feel abstract, pushing customers back toward showrooms or away from the purchase altogether. Arhaus saw an opportunity to close that gap. This couldn’t be solved with _just_ a configurator, the experience needed to feel elevated, immersive, intuitive, and visually refined, matching the care and craftsmanship of the product itself. Already working with Domaine and leveraging rendering partner 3D Source, Arhaus’ goal was to create the best sectional customizer available online, one that raised the bar through thoughtful interaction design and high-quality graphics, setting it well above existing market alternatives. ## Unpacking Customization Most furniture configurators tend to prioritize functionality over experience. Customers are asked to select options from lists, imagine how individual components fit together, and mentally translate dimensions into real space. The process quickly becomes abstract and transactional — not the type of experience customers expect when purchasing such a large ticket product. For sectionals, this challenge is amplified. Configuration matters, fit matters, orientation matters, depth matters, and fabric choice can fundamentally change how a piece looks and feels. At this price point, guesswork isn’t a realistic option, which is why many customers still default to in-store shopping. While that works when a showroom is nearby, for predominantly online retailers the ability to confidently purchase a customized piece digitally can be the deciding factor between one brand and another. This challenge isn’t unique to furniture. Customization appears across many high-consideration categories, from sectionals and eyewear to jewellery and apparel, where fit, personal preference, and long-term value play a central role. In these contexts, simply offering customization isn’t enough. If the experience is difficult to use, or if what a customer believes they’re creating doesn’t align with the final result, the value quickly disappears. Rather than acting as a novelty or visual gimmick, Arhaus’ customizer needed to support real decision-making while reinforcing the brand’s positioning as premium, considered, and design-led. ## Assembling the Experience Together with Domaine, Arhaus set out to create a 3D sectional customizer that made configuration feel natural rather than overwhelming. The goal wasn’t simply to let customers assemble pieces, but to support confident decision-making in a category where visual clarity and reassurance matter just as much as flexibility. Sectionals aren’t modular in the way many people expect. Certain pieces can only connect in specific positions, orientation plays a critical role, and not every configuration can be manufactured or purchased. Rather than surfacing that complexity directly, the experience Domaine created for Arhaus guides users visually. Customers build their sectional by selecting components and placing them via clearly marked “+” indicators that show exactly where new sections can be added. This removes guesswork and prevents frustration, allowing users to focus on shaping the sofa rather than figuring out the rules behind it. ![Modular sofa builder showing + sign where modules can be added](https://cdn.sanity.io/images/cxeknc6v/production/fe795f3f53168e73a4e0944a8d0b7d6d2de1d931-873x558.png?w=1600) As pieces are added or removed — extending the layout, forming an L-shape, or introducing a chaise — the sectional updates in real time, both visually and in price. This immediate feedback reinforces a sense of control and helps customers understand the impact of each decision as they make it. Fabric selection follows the same principle of clarity without overload. Rather than relying on traditional PDP-style colour swatches, the customizer uses large fabric tiles that allow customers to explore materials in more depth. Each swatch opens into additional information about composition and origin, while the 3D model updates instantly to reflect the selection. ![Sectional builder showcasing fabric swatches ](https://cdn.sanity.io/images/cxeknc6v/production/d0bcf23b168f6c30266c151f1f31c56c7e255a12-1440x734.png?w=1600) This approach was deliberate. In user testing, fabric type and features emerged as the most important consideration for customers when evaluating a sectional, well ahead of price and room fit. Giving fabric its own space within the experience ensured this information felt accessible without introducing excessive scrolling or distraction. Once a configuration is complete, a pop up prompts the users to confirm their choice and price before proceeding to add the sectional to their bag. ## From Flat to 3D One of the defining features of the customizer is its visual realism. Developed in partnership with 3D Source, the sectional is rendered in high fidelity, allowing customers to rotate the sofa, view it from all angles, and better understand depth, scale, and proportion as they build. From the customer’s perspective, the experience feels like a natural extension of the Arhaus website. Shoppers can enter the customizer directly from the Living category or from a sectional PDP, moving to the visualizer without the sense that they’ve left the site or moved into a separate tool. Within the visualizer, customers can explore their sectional in detail by rotating the sofa, toggling between standard and deep seating options, viewing dimension overlays directly on the model, and seeing fabric changes reflected instantly as selections are made. ![Sectional builder with fabric changed based on preference and pop up fabric explainer](https://cdn.sanity.io/images/cxeknc6v/production/d8677d8d9e7f2412d56219c7163fe5dd574964b0-965x637.png?w=1600) Behind the scenes, the experience remains closely connected to Shopify in a way that supports both the customer and the business. As configurations are built, selections are dynamically mapped back to Arhaus’ product data, ensuring that pricing, SKUs, and availability reflect exactly what’s been created. This connection allows inventory status, manufacturing lead times, and potential delays (such as fabric availability) to be accounted for and surfaced appropriately. The result is a customization experience that feels immersive and flexible on the front end, while remaining grounded in real-world product and fulfilment realities for the brand and its manufacturing partners. ## Made to Measure Experiences The Arhaus 3D customizer demonstrates that customization experiences don’t have to trade elegance for functionality. When thoughtfully designed, they can help customers understand complex products, feel confident in their choices, and connect more deeply with what they’re building. By combining realistic 3D visualization, thoughtful UX constraints, and integration with Shopify product data, Arhaus has launched a customizer that stands apart from typical market offerings. Whether you’re a furniture brand offering configurable seating, a home brand selling made-to-order pieces, or a retailer looking to better visualize high-consideration customized purchases, immersive customization can become a meaningful differentiator. If this is a challenge your team is navigating, [our experts would love to explore what’s possible—just as we did with Arhaus.](https://domaineworldwide.com/contact/) ### How AI is Redefining Search and Brand Visibility https://domaineworldwide.com/insights/ai-insights/how-ai-is-redefining-search-and-brand-visibility/ AI is reshaping how consumers discover brands, with AI-based searches gradually eclipsing traditional search engines. By 2028, LLM traffic will surpass conventional search, fundamentally altering visibility rules. For brands, this shift demands new optimization strategies to appear in AI-generated answers where clarity, credibility and authority matter most. Over the past three years, AI tools have evolved from novelty to necessity in brand discovery. Previously, search engines were the gold standard for consumer awareness, with companies investing heavily to achieve high rankings. Today, AI-based search is starting to transform customer journeys and shopping interactions. By 2028, [LLMs traffic will overtake traditional search](https://www.semrush.com/blog/ai-search-seo-traffic-study/). This isn’t a minor trend, it represents a fundamental change in how people find and trust brands. As AI increasingly shapes how people search and make decisions, understanding this shift is critical for brands aiming to stay visible, relevant, and influential. ## Changing Consumer Behavior: How Search is Evolving Search behavior is shifting. Users are increasingly turning to AI chat tools for direct answers, while search engines themselves are adopting AI summaries at the top of results pages. This change pushes traditional listings down and significantly impacts visibility, even for publishers who previously held top ranking positions. The impact on traffic is measurable, Click-through Rates (CTRs) drop to [8% when AI summaries appear, compared to 15% without them](https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/). A quarter of users even end their search session immediately. This evolution highlights a new reality: brands need to be discoverable in AI-powered answers to remain part of the conversation and shape consumer decisions. The shift creates an opportunity to engage audiences in ways that are more direct, personalized, and contextually relevant. ## Being Seen in AI-Powered Answers With the rise of AI tools, optimization isn’t just about pleasing Google’s algorithms. While this shift changes traditional visibility patterns, it also opens new doors. Brands now have the chance to appear directly in AI-generated answers, where visibility depends less on keyword rankings and more on clarity, credibility, and authority. In essence, a brand's digital footprint will be its most valuable asset, helping it appear not just as an option, but as the **trusted recommendation surfaced by AI engines.** Two frameworks are emerging for AI optimization: 1. **Answer Engine Optimization (AEO)** is about making content easy to use in direct responses. Think short, clear explanations and structured information that can be quoted word-for-word by an AI. 2. **Generative Engine Optimization (GEO)** focuses on how brands are represented in AI-written summaries. It relies on credibility, entity recognition, and clarity to increase the chances of being referenced. Being visible in AI search is not just about rewriting copy. It requires technical precision and content clarity to work hand-in-hand. - **Technical readiness:** Schema markup, structured data, fast load times, and clean site architecture make content accessible to AI crawlers. - **Content clarity:** Long-form answers, entity-linked references, and topic depth ensure AI systems view the brand as credible. By understanding these approaches, brands can position themselves to be referenced and trusted by AI systems. ## Quality Over Quantity: AI Search Drives High-Intent Traffic Unlike traditional search engine traffic, AI search brings visitors who are further along in the decision-making process. Users arriving from AI-powered results have typically already compared options and gathered basic information, making them high intent and more likely to convert. Major AI search platforms like Perplexity and ChatGPT already drive tens of millions of monthly visits. Perplexity alone reached [50 million monthly visits by mid-2024, growing more than 1,000% year over year](https://explodingtopics.com/blog/llm-search?utm_source=chatgpt.com). This growth surpasses early adoption rates seen during Google’s rise, signaling LLM search as a significant referral channel. ### AI Discovery on Every Device Currently, AI-driven referrals happen on desktop. But as AI assistants become more integrated into smartphones, messaging apps, and voice interfaces, mobile AI search will become the dominant mode of discovery. As AI assistants integrate further into mobile devices, messaging apps, and voice interfaces, brands with fast, clear, and mobile-optimized experiences are well-positioned to connect with audiences across all devices. Rather than a risk, this shift represents an opportunity to engage users wherever they are with seamless, high-value interactions. ## Why Early Action with AI Pays Off Investing in AI search optimization isn’t just about protecting and future-proofing traffic. It’s a growth lever that bridges **visibility, trust, and conversion:** - High-quality traffic means stronger conversion rates. - Visibility in AI responses builds brand authority and trust. - Clear, structured content compounds visibility across multiple engines. - Technical readiness makes it easier for AI systems to find and recommend you. AI search is where visibility, trust, and intent now converge. ### One Shopify Foundation, Three Brands With Orveon https://domaineworldwide.com/insights/commerce-insights/one-shopify-foundation-three-brands-with-orveon/ Discover how Orveon moved bareMinerals, Laura Mercier, and BUXOM from Salesforce Commerce Cloud to a shared Shopify foundation without sacrificing brand identity. Multi-brand beauty groups face a specific version of a common problem. Each acquired or incubated brand tends to arrive with its own platform, its own vendor contracts, and its own maintenance overhead, and that overhead compounds as the portfolio grows. Consolidating onto a single platform reduces that overhead. It also creates concerns around brand identity: brands that built their equity on being different from one another could end up looking the same. For a beauty group whose brands sell to different customers at different price points with different personalities, that would undo the thing the portfolio strategy depends on. Orveon saw the opportunity to solve for both sides of that problem at once. Domaine had already been working with Laura Mercier (an Orveon brand) on its migration from Salesforce Commerce Cloud to Shopify when bareMinerals approached us for the same transition, followed by BUXOM. Each engagement built on what came before it, and by the time we got to the third Orveon brand, the ambition had sharpened into something explicit: build one flexible platform foundation the whole portfolio could run on, and give each brand's team full control over how their storefront actually looked and behaved on top of it. ## Priming the portfolio All three brands started from the same place: Salesforce Commerce Cloud (SFCC), with the complexity, slow load times, and licensing costs that come with running several separate SFCC instances across one company. Laura Mercier moved first, and its Shopify 2.0 build became the reference point for what followed. When bareMinerals came to us next, we reused elements of the Laura Mercier code to get the brand live ahead of schedule. BUXOM's design brief called for something visually louder than either sibling brand. The underlying build still drew on the same base. That reuse is the part of the story that matters most for a multi-brand group weighing the same move. A shared foundation lets every subsequent brand launch faster and cheaper, because the group isn't solving the same infrastructure problems three separate times. Compounding a single asset across brands is one of the main mechanisms by which platform consolidation lowers total cost of ownership. ## A base coat built for growth For a multi-brand company, the store management layer the brand teams use every day carries more of the engineering complexity than the storefront a shopper actually sees. We built the theme to be regional-ready and integration-flexible from the start, so that when bareMinerals and Laura Mercier needed to launch local stores, the work was largely configuration instead of custom development. That flexibility shows up in a few concrete capabilities: - Regional storefronts that local teams can spin up on the shared theme (four for bareMinerals so far, more than ten for Laura Mercier), each with its own inventory, merchandising, and marketing strategy - Integrations local teams can toggle on and off per store, reducing how often they need developer support to manage day-to-day operations - Full internationalization across both frontend and backend, supporting multiple languages and currencies from a single codebase - A custom inventory connector built for Laura Mercier to sync stock across channels, replacing a prior setup that couldn't keep pace with the brand's expansion None of this is visible to a customer browsing any single brand's site. It's also where the TCO reduction Orveon wanted actually gets delivered, since it determines how much ongoing developer time each brand needs just to keep operating. ## Different faces, same formula bareMinerals, Laura Mercier, and BUXOM each built a storefront suited to its own customer, on top of the same shared platform. bareMinerals uses modular grid blocks and video galleries that let its team mix and rearrange content for new launches without touching code. Laura Mercier's site is built around Virtual Try-On and shade-matching quizzes, live chat, and shade-family storage at registration, reflecting a brand whose customers make considered, color-specific decisions. BUXOM approaches their storefront with a retro-futurist design inspired by early-internet and 2000s aesthetics, complete with glowing, hovering neon elements aimed at a younger audience than either sibling brand. Design that ambitious still has to perform on a shared theme, and BUXOM's build is the clearest example of what that takes. Neon, hover, and glow effects add real weight to a page: loaded all at once, they slow it down and work against the reason a brand replatforms in the first place. We built BUXOM's navigation to load progressively as a shopper scrolls, rather than all at once, and did it without external animation libraries to avoid the added overhead. ## A foundation worth building on The results tracked with the strategy. bareMinerals saw a 15.1% increase in average order value, a 25.5% increase in conversion, an 18.4% decrease in bounce rate, and a 40.7% decrease in page load time after its migration. Laura Mercier saw a 38% increase in average order value and a 22% increase in revenue. What Orveon's platform strategy ultimately demonstrates is that consolidation comes down to deciding what to standardize and what to leave to each brand. Backend systems, like inventory syncing, integrations, and personalization tooling, can be shared across a portfolio. What customers actually see should stay accountable to that brand alone. If your organization is weighing a similar consolidation, or wondering whether Shopify can actually hold onto what makes your brands distinct from one another, [talk to our expert team, we’d be happy to help you. ](https://domaineworldwide.com/contact/) ### Brand Q&A: How Le Nouveau Chef Turned Chefwear Into a Lifestyle Brand https://domaineworldwide.com/insights/commerce-insights/how-le-nouveau-chef-turned-chefwear-into-a-lifestyle-brand/ We sat down with Ylmar, Head of Marketing & Ecommerce at Le Nouveau Chef, together with Midge, Director of CRM at Domaine, to talk about brand building, community, customer experience and the technology behind it all. In this conversation, we sat down with Ylmar, Head of Marketing & Ecommerce at Le Nouveau Chef, together with Midge, Director of CRM at Domaine, to talk about brand building, community, customer experience and the technology behind it all. ## Building belonging: how a chef jacket became a community signal **_Midge (Domaine): You came from a fashion background before joining Le Nouveau Chef. What lessons from fashion do you apply to the world of gastronomy?_** **Ylmar (Le Nouveau Chef):** Before joining Le Nouveau Chef, I ran my own premium footwear company for eight years. And before that, I worked as a brand manager in fashion. What I learned there is that brands are really built on emotion. That's quite different from workwear, which traditionally focuses on functionality and durability. A chef jacket needs to be practical, it needs to withstand washing at 60 degrees, and it needs to perform. But when you bring a branding mindset into a relatively conservative category, you can make a much bigger impact. That's what we wanted to do with Le Nouveau Chef: move beyond functionality and create something that people can identify with. **_Midge (Domaine): When would you say Le Nouveau Chef became more of a lifestyle brand? Was that driven by technology, or did something else happen?_** **Ylmar (Le Nouveau Chef):** It actually happened before the technology. The turning point was when kitchens became open kitchens. Suddenly, guests could see chefs at work. Chefs became much more visible and, in a way, became rock stars. They weren't just people working behind the scenes anymore. What they wore became part of how they presented themselves. That's when chefwear started to become more than just workwear, and became part of a chef's identity. Today, we're celebrating our 40th anniversary and becoming more of a heritage brand. The small H on our sleeve has also become a quality mark. When chefs see someone else wearing it, there's an immediate connection. They know they're part of the same group of people who care about their craft. ## The three-star Michelin approach to ecommerce service **_Midge (Domaine): You're working towards a premium service experience, inspired in part by high-end restaurants. What do you see as the connection between a premium restaurant experience and premium ecommerce?_** **Ylmar (Le Nouveau Chef):** In most cases, a premium restaurant experience isn't really about the food, you can get good food at home. It's about the experience and what you remember. You remember the waiter was nice, they remembered your birthday, and how you felt; the same applies to ecommerce. We want customers to remember the experience, not just the product they bought. Internally, we often use the metaphor of 'three-star Michelin service'. That means creating memorable experiences through small details. It could be a handwritten note in a package, a birthday message or remembering something a customer told us previously. These things may seem small, but they're what make an experience memorable. **_Midge (Domaine): You have a very diverse customer base, from individual chefs to restaurants and international hotel groups. What makes the brand stand out in such a functional category?_** **Ylmar (Le Nouveau Chef):** You can buy a white chef jacket almost anywhere in the world. But a white chef jacket from Le Nouveau Chef means something different. As I said before, the H on the sleeve tells you that you're part of a group of really good chefs. That's something people want to be part of. When chefs meet each other at events, they can instantly recognise each other because they're wearing the same clothing, and that creates a sense of community that goes beyond the product itself. ![Personalise your apron from Le Nouveau Chef](https://cdn.sanity.io/images/cxeknc6v/production/9a448aa25c8e5ca40ecbf288d71cddd74987c555-3796x1906.png?w=1600) We're now also bringing more of that community into our digital channels, working on a community hub where chefs can find recipes, meet our ambassadors and discover educational and entertaining content. The goal isn't always to sell something. We also want to give people a reason to spend time with the brand. **_Midge (Domaine): We've talked about premium service and loyalty. What role does customer service play in that experience?_** **Ylmar (Le Nouveau Chef):** Customer service is huge for us. Customers probably remember an interaction with our customer service team sooner than they remember one of our marketing campaigns. That's something we take very seriously. Gorgias helps us make that experience more personal. When a customer contacts us, the team can see whether they're a champion or loyal customer and adjust the way they communicate accordingly. We can also prioritise those tickets so our most valuable customers receive the level of service we want to provide. That's how we bring the idea of premium service into every part of the customer journey. ![Reward system](https://cdn.sanity.io/images/cxeknc6v/production/208ecd3db16d8805319ca0d526e5ba21a1b357cc-3804x1910.png?w=1600) **_Midge (Domaine): Returns are a major challenge for many ecommerce brands. How do you approach them at Le Nouveau Chef?_** **Ylmar (Le Nouveau Chef):** We don't really see returns as a logistics problem. For us, they're a customer experience problem. That's why we've invested in reducing them in the first place. We introduced a fit quiz that helps customers choose the right size. We also created product videos so customers can see how the products actually fit, and we added detailed product reviews that cover things like comfort and whether an item runs large or small. The important thing is that we don't stop there. When a customer returns something, they give us a reason. We feed that information back into the system and adjust our sizing advice based on what we're learning. When we started this process, our return rate was 16%. We're now down to 8%. That's a significant improvement, but more importantly, it means we're creating a better experience for customers before they even place the order. **_Midge (Domaine): How does loyalty fit into that strategy, and what role does it play in building your community?_** **Ylmar (Le Nouveau Chef):** For us, loyalty is mainly about retention. Acquisition costs have increased quite a lot over the past few years, so we're focusing more on keeping existing customers engaged. And we have a lot of opportunities to sell more to an existing customer. If someone buys a chef jacket, they might later need an apron or chef trousers. After a couple of years, they may need to replace their jacket. Or a new member joins their restaurant team and needs a new set, we want to be there when that moment happens. ## Why the right tech foundation makes growth easier **_Midge (Domaine): You've described technology as a foundation for innovation. Why is the tech stack so important to Le Nouveau Chef?_** **Ylmar (Le Nouveau Chef):** When I joined the company, we were working with a fairly heavy Shopware setup with a lot of custom work. The team wasn't very happy with it, so we moved to Shopify. For us, the biggest benefit is flexibility. We can test things, scale up or down quickly and add new stores without creating unnecessary complexity. Today, we have seven Shopify stores. We have our main flagship store, two wholesale stores for dealers and schools, and five franchise stores. Around Shopify, we use a Product Information Management system, Klaviyo for email marketing, Gorgias for customer service, [Reviews.io](http://Reviews.io) for product reviews and a loyalty platform for our members. The goal isn't to have as many tools as possible. It's about creating an ecosystem where everything works together. **_Midge (Domaine): With so many ecommerce applications available, how do you make sure the technology doesn't become too complex?_** **Ylmar (Le Nouveau Chef):** We look at how much of an application we actually need. If we only use 10% of a heavy application, we sometimes decide not to use it at all. Instead, we look at whether we can build something ourselves that is lighter and better suited to what we need. For us, it's about stripping things back to the basics and focusing on the important steps. The technology should support the strategy, not become the strategy. **_Midge (Domaine): Looking at everything you've built, what's the biggest lesson you've learned about turning Le Nouveau Chef into a lifestyle brand?_** **Ylmar (Le Nouveau Chef):** The biggest thing is that the technology wasn't the starting point, the cultural shift came first. When chefs became more visible, chefwear became part of their identity. We recognised that and started building a brand around that identity and community. Technology now gives us the foundation to scale that experience internationally. It helps us understand customers, personalise communication, improve service and remove repetitive work. But the technology is there to support the brand. For Le Nouveau Chef, becoming a lifestyle brand was never about adding more technology. It was about understanding what the product means to the people wearing it and then building the experience around that. ## From customer data to customer relevance **_Midge (Domaine): Personalization and segmentation are becoming increasingly important. How do you use customer data to make your communication more relevant?_** **Ylmar (Le Nouveau Chef):** For us, it's about getting the right message to the right customer at the right time. We use RFM groups in Klaviyo to understand customer behaviour. We look at recency, frequency and monetary value to see who our most engaged customers are, who is highly valuable and who might be at risk of leaving. We have five different groups, and our goal is to move customers into a higher group over time. That means the messaging is different for every group. A customer who's at risk might receive a more urgent message or an incentive to come back. A loyal customer or champion might receive a reward, such as one of our more premium chef jackets. It's much more relevant than sending the same email to everyone. ![LNC wear](https://cdn.sanity.io/images/cxeknc6v/production/b79661add2293644b0dc6776b78e69cf431a8971-1600x829.webp?w=1600) ## Using AI to turn 45 minutes of work into 30 seconds **_Midge (Domaine): AI is everywhere at the moment. How are you using it at Le Nouveau Chef?_** **Ylmar (Le Nouveau Chef):** We're mainly using AI operationally. We're not trying to make everything about AI. We're looking for repetitive processes that have a relatively simple workflow but can have a big impact on the business. For example, one of our large marketplace customers changed their replenishment system. Instead of an API connection, we started receiving PDF orders by email. Normally, we would have needed to build a specific API for that. Instead, we built a workflow that reads the PDF, processes the information and creates a draft order in Shopify. Our customer service team then only needs to check whether everything is correct. A process that used to take around 45 minutes now takes about 30 seconds. We're also seeing our partners use AI to build things like logo configurators and tools that scrape look books and connect the information to their PIM systems. The interesting thing is that these solutions don't always require a huge development project anymore. Small teams can build useful tools themselves in a matter of hours. ## The brand comes first, technology follows Le Nouveau Chef's story offers a useful reminder for any brand looking to grow: technology alone doesn't create a better customer experience. The starting point is understanding what your product means to your customers and what you want them to feel when they interact with your brand. From there, technology can help turn that vision into something consistent, personal and scalable. For Le Nouveau Chef, that meant looking beyond the chef jacket to the identity and community surrounding it. The result is a brand where ecommerce, customer service, loyalty and AI all work towards the same goal: making the customer experience better. And that's perhaps the bigger opportunity for brands today. Instead of asking what technology they should add next, they can start by asking a simpler question: **what experience do we want our customers to remember? **Once that is clear, the technology has a much more meaningful role to play. To learn more about Le Nouveau Chef and explore their products, visit [**www.lenouveauchef.com**](https://lenouveauchef.com/) ### Our Creative Team’s Top 5 New Figma Feature Updates https://domaineworldwide.com/insights/visual-design/our-creative-team-s-top-5-new-figma-feature-updates/ Recently, Figma has introduced several new product features that our creative team has been excited to review. Learn more about our top 5 updates here. Over the past few months, Figma has introduced several new product features that our creative team has been excited to review and has already started to experiment with in our projects. In this article, we’ll dive into our five of our favorite new feature updates, and explore their benefits and how they can help to streamline design processes and further assist in collaboration efforts across teams. #### Feature 1: Variables ![Presenter at Config showing the announcement of Variables](https://cdn.sanity.io/images/cxeknc6v/production/38129d057b7dd4e654b3d3e6b5efe718c07cf484-1600x841.png?w=1600) Figma users have been asking for tokens for _years_—so we were incredibly excited for the announcement of Figma's new Variables feature, which introduces reusable values that can be applied to various design properties and prototyping actions. These values encompass elements like color, number, text, and boolean attributes—and additionally include scoping to reduce user error within a design system. This innovative new feature not only saves time, but also streamlines the creation of intricate design flows with greater ease and efficiency. Designers can now establish token-based design systems, ensuring consistency and coherence across even larger-scale projects. #### Feature 2: New Prototyping Capabilities ![Screenshot of Figma's UI, showing the prototyping process](https://cdn.sanity.io/images/cxeknc6v/production/76455481f5da2ab0f2b6d17ab535b22c736283f4-1600x841.png?w=1600) Figma's prototyping capabilities recently received a significant boost with a range of enhancements. Designers can now construct high-fidelity prototypes using both fewer frames and actions. The addition of conditional logic, mathematical expressions, and inline previews empowers designers to craft realistic and dynamic user flows seamlessly. Prototyping with expressions will allow for additional capabilities, like being able to build objects that scale in size, such as volume or progress bars. ![Screenshot of Figma's Dev Mode UI](https://cdn.sanity.io/images/cxeknc6v/production/fcdd8a54e36f048acf805c86feef0bb5b1bab595-1600x841.png?w=1600) Figma also introduced Dev Mode—a collaborative space built with developers in mind, and made to foster smoother cooperation between designers and developers during the handoff phase. Dev Mode provides an avenue for developers to navigate design files more intuitively and translate designs into code more swiftly. This collaborative environment bridges the gap between design and development, enabling a more seamless and efficient workflow. Also through the development panel, Figma now also supports the conversion of px to rem units! #### Feature 3: Auto Layout Updates ![Screenshot of Figma's Autolayout features](https://cdn.sanity.io/images/cxeknc6v/production/32db991aef29e3ccdc6af3adee7606b92d908856-1600x1067.png?w=1600) These updates may seem small, but they have a big impact for designers who spend a lot of time creating product cards! The new wrap feature allows us to arrange objects in multiple rows in a frame, with any overflow automatically wrapping to the next line. The new min and max dimensions feature also helps us create responsive designs and set accurate specs for developers, especially for components like buttons, product cards, and content cards. #### Feature 4: Prototype Inline Preview ![Screenshot of Figma's prototyping features](https://cdn.sanity.io/images/cxeknc6v/production/ace0413176194c31085e901bbcb908b606905372-1600x900.png?w=1600) Another nifty little update; now we can preview our animations without having to pull up the (often slow-loading) prototype view. This will be especially handy while finessing interactive components. #### Bonus Feature: Variable Type Support ![Screenshot of Figma's playground file](https://cdn.sanity.io/images/cxeknc6v/production/c066139ba82d5c4f5c6be02029c021e6dc169386-1600x875.png?w=1600) This feature was actually released quite a while ago now, but its usefulness was recently highlighted again in the recent Config talk [Fonts are Software Now](https://www.youtube.com/watch?v=-27L7iqFocI). For those who didn’t know, variable typefaces are a relatively new way of packaging fonts (invented in 2016). Because multiple variations (such as weight) can exist on a scale within a single file, variable fonts are much more performant and flexible than traditional fonts. Variable axes include weight, slant, width, grade, and gravity—giving designers more control over type than ever before. This also opens up opportunities to be more playful and expressive by animating variable axes directly in Figma. We’re incredibly excited to implement these new features into our workflow! These are just a few of many recent Figma feature updates highlighted here, but they are ones we know will make an immediate impact. _(Contact form: Your brand has a bright future… Let’s create it. )_ ### Selling internationally with Shopify: what are your options? https://domaineworldwide.com/insights/technology/selling-internationally-with-shopify-what-are-your-options/ ‘Global by default’: under this banner, Shopify has improved and extended their range of cross-border options in recent years. At Domaine Europe we used to advise our international clients to go with a multi-store setup (which can still be a very profitable setup), but with the launch and subsequent improvement of Shopify Markets and Hydrogen (Headless), Shopify merchants can now choose from three viable options. Are you looking to expand cross-border, or migrate your international store to Shopify? In this blog we’ll help you determine which Shopify setup works best for your business. ## In this blog: - 4 basic principles on selling internationally - Option 1: Shopify Markets - Option 2: Shopify Plus expansion stores / multi-store approach - Option 3: Headless Shopify - Which setup is best for your situation? ### 4 basic principles of selling internationally Before we introduce the three options, let’s do a quick recap of the main challenges you will have to solve for your online store when you go international, especially in a European context. **1. Translation vs localisation** This is a big one: simply translating your site for a new region is never going to cut it. Different countries have different customs, prefer different trustmarks, celebrate different holidays, use different SEO terms. You might even attract a totally different audience in the new country, compared to your native market. At Domaine Europe we have seen so many examples of this. Our advice is always: no shortcuts! Do not skimp on localisation, because it will really hold you back. Hard work will pay off. Our customer Kabrita sells goat milk formula in all continents and has a lot of experience with cross-border commerce. During their launch in the German market, their team discovered that parents in Germany are not only searching for the word 'cramps', but mainly for the word 'colic'. Although the literal German translation of 'cramps' would be correct, this example proves that SEO can yield much more when a local expert points out the right search terms. **2. Test a market before you dive in** Another best practice: only invest in new markets after you have verified if your brand resonates with your target consumers there. It’s a common mistake to think that your brand will be equally successful abroad as it is in your native market. Most of the time this is far from true: it takes a lot of testing, learning and tweaking before you can confidently move into a new market. Our customer[ ](https://www.code.digital/cases/stoov)Stoov is a good example of how to approach this. After conquering the Netherlands with their heating products, they started with Germany, then tested other countries such as Denmark, Spain and the UK - and are now targeting the UK market.  **3. Think big, start small** This one ties in with the previous one. Moving into a new market takes time and effort - and a bit of experience. It helps a lot if you have already perfected your e-com skills by optimising your native store to its maximum capacity, before applying them to a new market. Also, consider moving into new markets one at a time, so you can bring your full attention to conquering a particular region before moving on to the next one. **4. Single store vs multi-store** And of course there is the eternal question of how to arrange your collection of markets in your online store. Do you want a single superstore that caters to all your markets, layering on the clever apps and extensions provided by Shopify to make sure a visitor sees the version of your store that is optimised for their region? Or do you prefer a multi-store setup with separate, dedicated storefronts per region? Both have pros and cons, the main point of discussion being content management. Read on to learn more! ### Option 1: Shopify Markets When Shopify Markets was launched in 2021, at Domaine Europe we could immediately see its potential. Now that we’ve been working with Markets for a few years, we can confidently recommend this option for b**rands who only sell in a few countries or languages** (our client Osaka is a good example), and **brands who want to test new markets** before determining what their next Shopify Plus expansion store will be. **What is Shopify Markets?** Shopify Markets offers merchants a way to go cross-border from a single store. It’s an all-in-one solution that tackles everything you need to start selling in a new market. Translate and localise your storefronts, offer local currencies and payment methods, calculate duties and taxes, comply with local regulations, and manage it all from a single dashboard. And all of this **free of charge**: Markets comes built in with all Shopify plans. Shopify Markets allows you to offer different prices and content to different regions, and makes it easy for the visitor to switch between languages and currencies. When visitors place an actual order, prices and currency will automatically adapt to the customer’s location. In the customizer you can set which content is shown for a specific country/language. This could be a different banner or a different design of the product page. For example, a Dutch visitor sees different content than a French visitor. SNURK has experience with this, as each country has a different standard size for bedding: “With Markets, we could easily upload all our SKUs and couple them to a specific market,” says Founder Peggy van Neer. A final note on Shopify Markets is that it is not yet compatible with all apps. Does your store rely on third-party apps for important functionality such as a PIM, then first check if they are compatible with Shopify Markets. If not, expansion stores is likely a better fit for your setup. **Shopify Markets x Shopify Plus expansion stores** A great way to use Markets is in combination with the Shopify Plus expansion stores we will discuss below. Use one of the expansion stores to test new countries with Markets, before you give the most successful ones their own expansion store. Markets can also be combined with a headless setup An extra reason to go for this hybrid approach is the difference in transaction costs between Markets and Shopify Plus expansion stores. If you sell in a different currency through Markets, Shopify charges you a 2% transaction fee - an additional cost you won’t have when selling through expansion stores. **What is Shopify Markets Pro?** Recently, Shopify also introduced Shopify Markets Pro: an extended version of Markets aimed at larger international merchants. The big plus of Markets Pro is the collaboration with Global-e as a so-called Merchant of Record: Global-e will serve as a proxy for merchants using Market Pro, so they don’t have to take care of tax registration and -payment, duties and import taxes, accepting local payment methods, and organising shipping and fulfilment. ### Option 2: Shopify Plus expansion stores To tackle the localisation issue we mentioned above, at Domaine Europe we often recommend adopting a multi-store approach. This setup is especially useful if your business: - is firmly established in several international markets; - employs local teams for each market you sell in; - has a B2B channel alongside the B2C storefronts. **What is a multi-store approach?** With a multi-store setup in Shopify, you have multiple versions of your storefront and can redirect customers to their local version of your store. If you are on Shopify Plus, you can add up to 9 storefronts to your account without paying extra. Teun van Leijsen, founder of Stoov, is already taking advantage of this: “With this setup, we are prepared for further growth: the structure for a much bigger organization is already in place.” While your online stores operate as separate businesses, giving you full control over products, pricing, payments, shipping, marketing and more, you can connect all of the stores to your 'main store' to centrally monitor sales performance and reporting. A multi-store setup is ideal if you want full flexibility to localise for your markets while keeping a centralised overview, as illustrated by our client Kabrita. There’s also an often-heard objection to this approach, with many brands worrying that having multiple storefronts will cost a lot of time in terms of content management. As we said above, at Domaine Europe we think you can’t spend enough time and resources on localisation: it will pay off in revenue and conversion growth. ### Option 3: Headless Shopify The desire for easier international content management has been one of the drivers behind the rise of headless architectures with Shopify. With a headless architecture, you can replace Shopify’s native frontend with any CMS you like - including CMS solutions like Contentful and Sanity that make it easy to manage the content of several, multilingual storefronts in one place. With the launch of Hydrogen in 2022 and its recent improvements, you can now go headless with Shopify’s blessing and assistance. Besides content flexibility, headless can give you speed and innovation power to achieve your goals and outperform your competition. Headless is typically only viable for larger brands that will see a good ROI for their move into headless. ### Which option is best for your situation? Of course no e-commerce business is the same, and sometimes it’s hard to determine which of the three options (or hybrid solutions) would work best for your store - even with all the information above. If you would like solid advice from Shopify experts: **get in touch with **Domaine Europe. We will gladly look at your cross-border plans and help you make an informed decision. ### How Le Monde Gourmand Turned Fragmented Channels Into a Connected CRM Growth Engine https://domaineworldwide.com/insights/resources/lifecycle-lab-ep-01/ Watch Episode 01 of Lifecycle Lab, our webinar series on CRM and lifecycle marketing. This episode features Le Monde Gourmand, Klaviyo, and Shopify. [Le Monde Gourmand](https://www.gourmandbeauty.com/), the playful, accessible fragrance brand, has curated a distinctly engaged audience over the years. Through unique experiences like enabling customers to discover scents across social channels, experiment with fragrance layering, and by providing a digital experience that feels just as fun and personal as the products themselves, they've developed quite the cult-like following. However, before partnering with Domaine, [Shopify](https://www.shopify.com/), and [Klaviyo](https://www.klaviyo.com/), the reality behind the scenes looked very different. Their Shopify site didn't fully support how shoppers wanted to browse and buy. Email campaigns went out to broad lists with limited segmentation. SMS existed, but without a clear role in the lifecycle program. The tools were in place, but the strategy and orchestration needed to catch up. On Episode 1 of Lifecycle Lab by Domaine, [Kiersyn Cocke](https://www.linkedin.com/in/anniekiersyncocke/) from Le Monde Gourmand joined [Stacy Strom](https://www.linkedin.com/in/stacy-strom-68924281/) and [Lauren Bagley](https://www.linkedin.com/in/laurenbagley1/) from Domaine, [Sandy Jeong](https://www.linkedin.com/in/sandyjeong/) from Shopify, and [Kelsey Galayda](https://www.linkedin.com/in/kelseyodea/) from Klaviyo, to walk through how we rebuilt their lifecycle marketing program and redesigned their site to create a more connected customer journey and meaningful revenue lift. This article shares the story, goals, and high-level approach. In the full episode, now available on demand, the team walks through specific flows, campaigns, and examples of creative that drove the biggest impact in incremental revenue. **Lifecycle Lab Episode 2** — [Watch on Demand](https://domaineworldwide.com/#form-2f83d80e-5f9f-4d06-871c-b67164cd19ea-0) ### The starting point: strong brand, underused tools When Le Monde Gourmand came to Domaine, the team had clear ambitions for growth but felt constrained by how their tech stack was being used. On the ecommerce and CRM side, they were seeing: - A Shopify experience that didn't fully guide customers from inspiration to purchase - Limited on-site storytelling around scent pairing and fragrance layering - Lifecycle campaigns that felt one-size-fits-all - Few automated touchpoints tailored to different stages of the customer journey - An SMS channel that existed without a strong strategy or structure From a KPI perspective, they wanted to modernize the brand’s digital presence, increase cart value, better align with upcoming product and packaging updates, and shift the balance between new and repeat purchasers. They knew their audience was highly active on social and mobile and expected a CRM experience that reflected that. What they needed was a strategic partner who could translate those objectives into a roadmap, then work collaboratively with them to implement it across site, email, and SMS. ### Reframing the journey across site & CRM Domaine began with a detailed discovery process focused on how Le Monde Gourmand customers actually shop and engage. On the ecommerce site, the work centered on making the path from inspiration to purchase feel intuitive: - Redesigning key templates to support how customers browse fragrance - Adding shoppable modules that bring products forward in a more natural way - Using conversion-oriented hero images that still feel true to the brand - Introducing content that highlights product pairings and layering ideas The team kept the elevated yet approachable feel of the brand front and center and planned for future states, such as new packaging and expanded product lines. For CRM, Domaine refreshed foundational email and SMS programs with an eye toward long-term scalability: - Updating core flows so they respond to real customer behavior and preferences - Aligning visual identity and tone across emails, texts, and the redesigned site - Planning timing and triggers so lifecycle journeys feel unified, not disjointed As a result, when the new site went live, the experience felt cohesive. A shopper could see a scent on social, visit the site, sign up for email or SMS, and receive messages that matched what they had just seen and done. In the episode, the team walks through specific examples of this journey, including site modules and flow frameworks, and how they align timing, content, and offers across channels. **Lifecycle Lab Episode 2** — [Watch the Episode](https://domaineworldwide.com/#form-2f83d80e-5f9f-4d06-871c-b67164cd19ea-0) ### Why Shopify & Klaviyo formed the backbone of the strategy A key part of this Lifecycle Lab episode focuses on how Shopify and Klaviyo work together to make customer data more actionable. - **Shopify** provides the commerce backbone and rich behavioral data, such as browsing patterns, add-to-carts, and purchase history. It also makes it easier to iterate on on-site experiences and test new ideas. - **Klaviyo** acts as the central system for lifecycle engagement, with advanced segmentation, automation, and predictive insights. Because the integration between Shopify and Klaviyo is bi-directional, data moves in both directions. Shopify sends behavioral and transactional data into Klaviyo, and Klaviyo sends engagement data back into Shopify. That unified view allows teams to: - Build behavior-based automations for cart abandonment, win-back, and post-purchase journeys - Tailor content based on what customers browsed and how they interacted with previous campaigns - Attribute revenue back to specific lifecycle programs with more accuracy In this Lifecycle Lab webinar, Shopify and Klaviyo share concrete examples, such as VIP win-back flows for high-value customers and campaigns that adapt based on previous engagement, and how brands can replicate those approaches. **Lifecycle Lab Episode 2** — [Watch the Webinar](https://domaineworldwide.com/#form-2f83d80e-5f9f-4d06-871c-b67164cd19ea-0) ### Turning insights into incremental revenue Once the foundation was in place, Le Monde Gourmand and Domaine focused on driving incremental revenue from CRM by refining four core areas. **1. List growth with intent** The team tested and rolled out new sign-up forms that brought in more qualified subscribers rather than chasing raw volume. Seasonal angles encouraged customers to experiment with new scents and layering combinations, which connected directly to merchandising on the site. **2. Smarter segmentation & flows** Instead of broad sends, Le Monde Gourmand moved to more nuanced segments that consider first-time versus repeat purchasers, price sensitivity, and interest in specific fragrance families. Flows were rebuilt so that content felt timely and relevant to each segment’s behaviour and lifecycle stage. **3. SMS as a core lifecycle channel** SMS evolved from a light touch to a structured, performance-driven channel. It was layered into the existing flow infrastructure and used where it could have the most impact, rather than mirroring email. This approach helped drive a 536% increase in SMS revenue quarter over quarter during the partnership to date. **4. Preference-led engagement** The Domaine team introduced and promoted a clear preference center for both email and SMS. Customers could choose how often they heard from the brand and in which formats. Those prompts, surfaced more frequently than originally planned, led to stronger list growth and a deeper sense of trust. [Klaviyo’s Channel Affinity](https://www.klaviyo.com/solutions/ai/what-is-channel-affinity) feature supports this work by predicting which channel a customer is most likely to engage with next. In the episode, Kelsey from Klaviyo explains how these predictions are updated regularly and how brands can use them inside campaigns and flows. **Lifecycle Lab Episode 2** — [Get Access](https://domaineworldwide.com/#form-2f83d80e-5f9f-4d06-871c-b67164cd19ea-0) ### Early outcomes & where the program is headed Within roughly 90 days, Le Monde Gourmand’s share of revenue from email and SMS grew from about 4% to nearly 9%. That lift came from more strategic segmentation, stronger list growth, consistent email cadence, and a rebuilt SMS strategy that matched the way their audience prefers to shop and communicate. Looking ahead, the team is exploring: - Deeper use of AI-powered personalization and product recommendations - Conversational SMS to gather richer customer preferences - Additional on-site features, such as bundle building and advanced layering tools, that connect directly to lifecycle messaging The core lesson is that when site experience, lifecycle strategy, and data are treated as one system, CRM becomes a significant revenue driver rather than a supporting channel. ### Some tenacious myths about Shopify... Busted! https://domaineworldwide.com/insights/technology/some-tenacious-myths-about-shopify-busted/ Shopify has seen tremendous growth in the past decade. As a result, the internet sometimes can’t keep up with the current state of affairs and keeps repeating some hopelessly outdated bits of information about what Shopify supposedly cannot do. These 4 myths about Shopify were true once... but only for a short period of time. Thing is, the world of e-commerce never sits still, and neither does Shopify. ![Shopify logo](https://cdn.sanity.io/images/cxeknc6v/production/163a2fd75c0461e4bb5aa3a7507b90a940436014-1312x1800.webp?w=1600) ## 4 tenacious myths about Shopify In this blog we’ll discuss four of the most tenacious myths you might have heard about Shopify. 1. [Shopify can’t handle multi-language, multi-currency stores](https://www.code.digital/blog/some-tenacious-myths-about-shopify?__hstc=53161207.eb397f1e48caf8f7f9a511300d256663.1767863131914.1772616659752.1772626836306.9&__hssc=53161207.1.1772626836306&__hsfp=8cd87498ea6c4988490670460438665f&_gl=1*1tqun7d*_gcl_au*OTk3ODM5NjguMTc2Nzg2MzEyOA..*_ga*NjM4NjU4MjM5LjE3Njc4NjMxMjg.*_ga_8S7N4JJCYV*czE3NzI2MjY4MzUkbzEzJGcwJHQxNzcyNjI2ODM1JGo2MCRsMCRoMA..#Shopify_kan_geen_multilanguage) 2. [Shopify is too cookie-cutter, you can’t customise anything](https://www.code.digital/blog/some-tenacious-myths-about-shopify?__hstc=53161207.eb397f1e48caf8f7f9a511300d256663.1767863131914.1772616659752.1772626836306.9&__hssc=53161207.1.1772626836306&__hsfp=8cd87498ea6c4988490670460438665f&_gl=1*1tqun7d*_gcl_au*OTk3ODM5NjguMTc2Nzg2MzEyOA..*_ga*NjM4NjU4MjM5LjE3Njc4NjMxMjg.*_ga_8S7N4JJCYV*czE3NzI2MjY4MzUkbzEzJGcwJHQxNzcyNjI2ODM1JGo2MCRsMCRoMA..#Veel_te_standaard_niks_aanpassen) 3. [Shopify sucks at wholesale/B2B set-ups](https://www.code.digital/blog/some-tenacious-myths-about-shopify?__hstc=53161207.eb397f1e48caf8f7f9a511300d256663.1767863131914.1772616659752.1772626836306.9&__hssc=53161207.1.1772626836306&__hsfp=8cd87498ea6c4988490670460438665f&_gl=1*1tqun7d*_gcl_au*OTk3ODM5NjguMTc2Nzg2MzEyOA..*_ga*NjM4NjU4MjM5LjE3Njc4NjMxMjg.*_ga_8S7N4JJCYV*czE3NzI2MjY4MzUkbzEzJGcwJHQxNzcyNjI2ODM1JGo2MCRsMCRoMA..#b2b_setup) 4. [Shopify is not suited to enterprise-level businesses](https://www.code.digital/blog/some-tenacious-myths-about-shopify?__hstc=53161207.eb397f1e48caf8f7f9a511300d256663.1767863131914.1772616659752.1772626836306.9&__hssc=53161207.1.1772626836306&__hsfp=8cd87498ea6c4988490670460438665f&_gl=1*1tqun7d*_gcl_au*OTk3ODM5NjguMTc2Nzg2MzEyOA..*_ga*NjM4NjU4MjM5LjE3Njc4NjMxMjg.*_ga_8S7N4JJCYV*czE3NzI2MjY4MzUkbzEzJGcwJHQxNzcyNjI2ODM1JGo2MCRsMCRoMA..#Shopify_enterprise) ### 1. “Shopify can’t handle multi- language, multi-currency stores” You only have to take one look at [our international clients](https://www.code.digital/en/cases) (and those of other Shopify agencies) to see this is a myth. If you want to sell in many different countries, Shopify has no trouble whatsoever to make it happen and even offers you a range of options to choose from. But the way Shopify approaches it might differ from other platforms. Open source platforms in particular tend to solve everything within a single dashboard: you will have your main store, and a lot of plugins and extensions to translate the main store into other languages and adapt the website to visitors from various countries. The more countries you sell in, the more complex this single store becomes - since you will have to keep adding new languages and new payment methods, connecting new carriers and new warehouses. And this is only the tip of the iceberg. When selling internationally you will want to offer your customers a localised shopping experience instead of merely a translated one. This adds yet another layer of complexity to your already bloated superstore. In contrast to this single-store approach, [Shopify Plus](https://www.code.digital/en/services/shopify-plus) is optimised for a [multistore setup](https://www.code.digital/en/insights/choose-a-multi-store-setup-in-shopify-plus-to-localize-your-global-e-commerce). This means we encourage you to build one store per key country, so that you will have complete flexibility in optimising that store for the particular country it’s aimed at. Our most successful, fastest-growing clients all use this setup. What is more, they take the long view when expanding. Instead of opening a lot of stores for a lot of countries all at once, they open one or two new stores in one or two potential key countries per year - and take the time to really localise it for that specific country. **→ Want to know more about localisation and a multistore setup? We wrote an in-depth blog about it:** [**read it here!**](https://www.code.digital/en/insights/choose-a-multi-store-setup-in-shopify-plus-to-localize-your-global-e-commerce) With the arrival of [Shopify Markets](https://www.shopify.com/markets), the option to set up a single, multi-language and multi-currency store in Shopify has again become a bit easier. Shopify Markets might be a better solution overall than a multistore set-up - but for most brands, using it comes with the same problems we described above: you will have a translated website instead of a localised one. And ultimately, that is going to cost you revenue. At Domaine Europe, we often recommend combining Markets with a multistore set-up: manage separate storefronts for the focus- countries so you can localize content and have full control. Use markets to test new countries and regions before you decide which countries are profitable enough to get their own storefront. ### 2. “Shopify is too cookie-cutter, you can’t customise anything” You might have heard this one from a Magento sales-rep and to a certain extent, he or she is right. For small business merchants with limited budgets, running their online store on the most basic Shopify subscription, there is little room to go wild customising their standard theme. As a result, their storefronts have a certain recognizable ‘Shopify-look’. Higher up in the food chain, though, where the budgets are a bit more forgiving and brands can afford to collaborate with agencies like Domaine Europe to get creative, things get infinitely more diverse. At Domaine Europe, we get a kick out of pushing the limits of Shopify ever further, both in terms of design and technology. To give you an idea of the sheer variety in design possibilities, check out the range of storefronts below: does that look cookie-cutter to you? ![shopify](https://cdn.sanity.io/images/cxeknc6v/production/f2ae28ba3b81baa202e6e50ed8fae06bf1e1a511-1800x807.webp?w=1600) ### 3. “Shopify sucks at B2B set-ups” Well, let’s just say that we have this one client, the Dutch cheese slicer king [BOSKA](https://en.boska.com/), who has been running a combination of a B2B and B2C webshop since 2017 now, on [Shopify Plus](https://www.code.digital/en/services/shopify-plus). They sell internationally, too. Never heard them complain. Since then we helped more clients to a B2B webshop and integrated their shops with various ERP systems: same story. At Domaine Europe we see B2B webshops as not very different from B2C stores. You just enable customer-specific pricing, add a secured login screen for your customers and Bob’s your uncle. In Shopify Plus you can easily use one of your 9 extra storefronts to [set up a B2B channel](https://www.code.digital/services/b2b), with all the specific functionality you need to sell wholesale: pricing without VAT, Minimum Order Quantity, repeat orders, reverse charged VAT, and agent accounts (with our very own Identity Switcher app). **In Summer 2022 Shopify launched new exciting B2B functionalities, like the option to** **[run your B2C and B2B from one Shopify store](https://www.shopify.com/plus/solutions/b2b-ecommerce). As always, Shopify is constantly evolving, so don't let old myths hold you back from choosing Shopify.** For us, the real fun starts when you ask us to connect your B2B storefront to the rest of your tech stack, like your [ERP, PIM, WMS](https://www.code.digital/en/insights/erp-pim-oms-wms-3pl-what-they-are-and-when-you-might-need-them), or any other systems you’re using. If you throw in some nice challenges, like [integrating your Shopify store to your fulfillment partner](https://www.code.digital/en/services/shopify-integrations), we’ll welcome you with open arms! ### 4. “Shopify is not suited to enterprise-level businesses” Again, this assumption is simply not backed up by reality. Big international brands like Gymshark, AllBirds, FitBit, Polaroid, Unilever, Heineken, [O’Neill](https://www.code.digital/en/cases/oneill) and Penguin Books are on [Shopify Plus](https://www.code.digital/en/services/shopify-plus), Shopify’s enterprise version. They wouldn’t be if Shopify wasn’t fit for big international e-commerce. When we look at our own client base, most of them are doing between 1 and 30 million revenue a year, and a few of them are heading towards **100 million**. Their businesses are complex, with multiple sales channels in multiple countries, and their Shopify Plus storefronts are part of a high-functioning, well-considered infrastructure. The key to their success, apart from their SaaS platform, is often the way their systems are integrated with each other. This is what we love to do for our clients at Domaine Europe: connecting all the bits and pieces together into one smoothly running, revenue-producing machine. ### Klaviyo SMS Marketing: what is it and how do you use it? https://domaineworldwide.com/insights/commerce-insights/klaviyo-sms-marketing-what-is-it-and-how-do-you-use-it/ One of the best marketing automation platforms for email marketing is Klaviyo, known to many for its prowess in email campaigns for e-commerce. But did you know they offer SMS marketing too? Klaviyo SMS has now officially landed in the Netherlands & Germany, and this can change the way you connect with your audience. But amidst the excitement, it's crucial to pause and ponder: Is Klaviyo SMS marketing the right fit for you? ![SMS banner blog](https://cdn.sanity.io/images/cxeknc6v/production/a0c2d05f38029f11adbb97c6bcb377a77a8453f0-1493x700.webp?w=1600) ## This blog covers: 1. Mastering the essentials of SMS Marketing 2. Types of SMS Marketing 3. The importance of SMS consent 4. 6 SMS Marketing examples for e-commerce 5. How does the Klaviyo SMS pricing work? Whether you're a newcomer to SMS marketing or teetering on the edge of diving in, understanding the landscape is key. On one hand, SMS boasts undeniable advantages—its wide reach, simplicity, and directness ensure your messages cut through the noise, reaching your audience wherever they may be. And with an impressive open rate of 98%, your brand messages are bound to make an impact. But as with any marketing strategy, there are considerations to keep in mind. SMS has limitations, such as word count restrictions and potential cost factors, especially compared to alternatives like WhatsApp. With the right knowledge and tools, such as Klaviyo SMS, you can overcome these challenges and use the power of SMS marketing to its fullest potential. So, before you take the plunge, read along for insights and resources to make the most informed decision for your business.  ### Mastering the essentials of SMS Marketing Keep these basics in mind when you decide to go for SMS marketing; building your SMS subscriber list is crucial, but remember to do it right. Offer exclusive deals or early access to get subscriptions, and always obtain explicit consent before adding anyone to your SMS list. Once you've got your audience onboard, craft engaging welcome messages to make a memorable first impression. And don't forget to keep growing your list and optimizing your campaigns for maximum impact. With Klaviyo SMS, it's all about quality over quantity! ### Types of SMS Marketing Let's explore the different types of SMS marketing. From promotional blasts to transactional updates and even two-way conversations, understanding the landscape of SMS marketing is essential for crafting targeted campaigns that resonate with your audience. - **Promotional SMS marketing:** Alerts customers to deals and sales, and works to build brand loyalty. - **Transactional SMS marketing:** Keeps customers informed about their order status with messages like order confirmations, shipping confirmations, and delivery confirmations. - **Two-way SMS marketing:** Typically used for support services in which customers and a support agent can have an active SMS conversation. ### The importance of SMS consent There's one crucial thing to keep in mind: consent. SMS marketing operates within stringent regulatory frameworks, so it's essential to obtain explicit consent from your audience before sending any messages. Fortunately, there are plenty of creative ways to do this, from targeted popups and checkout processes to email campaigns and social media ads. By prioritizing compliance and transparency, you ensure a lawful and respectful approach to audience engagement. ![Newsletter](https://cdn.sanity.io/images/cxeknc6v/production/c5e2056f225dfe2f58ed31ef54a2480da568ba4f-600x872.webp?w=1600) ### 6 SMS Marketing examples for e-commerce Now, let's talk about the fun stuff—how you can actually use Klaviyo SMS to drive results for your business. Check out these six example use cases: **1. Promote product launches, sales, and discounts:** Text messages are the perfect platform for announcing exciting news like product launches, sales, and discounts. With people checking their texts more frequently than their emails, delivering these updates via SMS ensures your subscribers are in the know and ready to make a purchase in a snap. Klaviyo's latest benchmarks prove it: SMS campaigns drive over 5.6x higher click rates and 1.4x higher conversion rates than email campaigns. ![SMS Image](https://cdn.sanity.io/images/cxeknc6v/production/f6bb9bcb6a715ca13d63f3ee47a6784c4c716716-800x800.webp?w=1600) **2. Bring abandoners back to their shopping sessions:** Visitors who browse your site multiple times or add items to their carts but don't complete the purchase are prime candidates for a gentle nudge. SMS carts and browse abandonment flows can help these potential customers take the right steps to order. By combining SMS elements with email flows, you can further boost conversion rates and find the sweet spot where text messages outperform emails through A/B testing. ![SMS Image 2](https://cdn.sanity.io/images/cxeknc6v/production/c8a090ec7cffc1fed1f17d9ae56aa59064c9aca5-800x800.webp?w=1600) **3. Keep recent buyers informed:** Customers crave timely updates on their purchases, from order confirmations to shipment notifications. Integrating SMS into your transactional communication not only keeps subscribers engaged but also encourages further interaction with your brand. ![SMS Image 3](https://cdn.sanity.io/images/cxeknc6v/production/e55bed1a4820be816c7f896f9f3f0c3fd9ed4ee5-1200x1200.webp?w=1600) ![SMS Image 5](https://cdn.sanity.io/images/cxeknc6v/production/59ce4a262365e4aed27515122a22471fe25c240c-1200x1200.webp?w=1600) **4. Nurture post-purchase customer relationships:** Post-purchase follow-ups are the perfect opportunity to deepen your relationship with customers. Whether providing personalized product recommendations or simply engaging in a friendly chat, SMS allows you to interact with customers in a fun and meaningful way. From requesting feedback to sharing tips and tutorials, the possibilities are endless for creating a community around your brand. It is also possible to send VIP status or loyalty point reminders via SMS. ![SMS Image 6](https://cdn.sanity.io/images/cxeknc6v/production/dba6801f6f8bed274acea423a61b3750cd5d4651-800x800.webp?w=1600) **5. Re-engage your best customers:** Make your best customers feel truly special by offering them early access to sales and promotions via SMS. By providing exclusive perks and privileges, you'll not only keep them engaged but also foster a sense of loyalty and belonging. Whether it's a sneak peek at a new product or a special discount, these small gestures go a long way in building lasting relationships and that’s exactly what you should want! ![Vip SMS](https://cdn.sanity.io/images/cxeknc6v/production/7d39fffcf42ff10ee58fd99f4cc640b77e9e25ae-800x800.webp?w=1600) **6. Send SMS back-in-stock alerts:** Don't keep your customers in the dark when an out-of-stock product becomes available again. Send them a quick SMS alert to let them know it's back and ready to ship. These one-off campaigns deliver targeted information to interested segments, ensuring you never miss an opportunity to delight your customers. ![SMS Image 8](https://cdn.sanity.io/images/cxeknc6v/production/65520e6d7d4504a070f7247649d65a64ff387e2a-800x800.webp?w=1600) ### How does the Klaviyo SMS pricing work? The pricing structure of Klaviyo SMS differs from that of Klaviyo email marketing. Instead of a traditional subscription model, Klaviyo SMS operates on a credit-based system. Each SMS message sent requires 12 credits. **Here's a breakdown of some of the pricing tiers:** - 5000 credits - $45 - 15000 credits - $135 - 30000 credits - $270 - 60000 credits - $540 You can choose the package that best suits your needs and budget, ensuring cost-effective communication with your audience via SMS. ### So, what’s next? With higher click and conversion rates than email campaigns, SMS is your secret weapon for driving engagement and boosting sales. So why wait? **Get in touch if you would like to receive more information**. ### How to choose the right PIM solution for your e-commerce https://domaineworldwide.com/insights/technology/how-to-choose-the-right-pim-solution-for-your-e-commerce/ Efficient distribution of your content across various channels, grip on your product data in an increasingly complex architecture, and availability of multilingual content in connection with further internationalisation of your brand.. Just a few reasons to consider a PIM. A PIM, or ‘Product Information Management’, is a central system that allows you to collect, enrich and publish information about your products. With a PIM, you can work easier and faster with product data company-wide. So a successful PIM implementation can certainly accelerate your business. A well-considered selection process and solid set-up of your PIM system, will pay back the investment. ![PIM](https://cdn.sanity.io/images/cxeknc6v/production/fb3322c75908f6b70df8407b68a3ebf21b612d2b-1990x953.webp?w=1600) ## Content: - What is a PIM? - 7 benefits of PIM systems - Checklist: Do you need a PIM? - The right PIM for your Shopify webshop - What does a PIM integration with Domaine Europe look like? ### What is a PIM? PIM software makes your life easier by organising large, complex product information within a single platform. With a PIM, you bring together all the available data relating to a product, such as ERP data (weight, length, SKU, stock, etc), marketing data, SEO data and assets. From there you enrich this information easily and centrally. You can think of images, videos, SEO texts and translations. Afterwards, you can publish this product information quickly and efficiently to all your sales channels. So in three steps, a PIM system helps you with: 1. **Collecting** product information. 2. **The enrichmen**t of product information. 3. **The publication** of product information on various channels. Project Manager Domaine Europe: "We see many of our customers using a PIM for product management. Besides effective product management, internationalisation, SEO, a shorter time-to-market and a better customer experience are the main reasons for choosing a PIM." ### 7 benefits of PIM systems When properly deployed, a PIM has a lot of value for your brand. Below, we discuss seven benefits of PIM systems for e-commerce. 1. **Cost savings** With a Product Information Management system, you manage product data faster and more efficiently, saving time and cost. 1. **Streamlined cooperation** Different departments can all work with product information from the same central system. Think of marketers, SEO specialists, product specialists and category managers who, thanks to defined roles and workflows, can work independently, often in a specific order, on product information management. 1. **Better SEO** A PIM helps you strengthen your SEO position. Adding unique content to product pages ensures that search engines pick up your products faster. Enriching product data with title tags, meta tags, alt tags and product tags helps search engines - and thus your customers - find your products more effectively. 1. **Faster product launching** By setting up workflows within your PIM solution, new products with all relevant product information can be online within a day. Thanks to data validation, you can quickly determine which product data is complete and which is not. The result is a shorter time-to-market, which is very helpful when you have a broad and rapidly changing product range. 1. **Perfect for internationalisation** Do you want to sell internationally? Then a PIM is often a smart choice. You can easily manage all translations: not only of product information but also local versions of assets such as images and manuals. Your PIM system publishes the product information in the right web shop and new sales channels can be connected super fast. 1. **Better customer experience and fewer returns** You create trust by showcasing consistent (and error-free) product information on your omnichannel e-commerce channels. In addition, extensive product data gives your customers a better picture of the product, contributing to a positive customer experience and fewer returns. 1. **Channel-specific content increases conversion** With a PIM, you can optimize your product information and other assets per channel, increasing your conversion rate. For example: show different text and images on marketplaces, like Amazon, than on your webshop. ### Checklist: do you need a PIM? A PIM solution can be valuable for B2B and B2C brands in many industries and sizes. Implementing a PIM system requires a significant investment, so examining whether it's worth it carefully is essential. With the following checklist, we will help you on your way: - You have a fast-changing, large product range, and many or different suppliers. - Your company's product information is kept in different systems and is therefore fragmented. - Maintaining your product data storage takes more time than necessary. - You operate omnichannel with multiple channels such as your webshop, retail, marketplaces and social media and your products are distributed online in many different ways. - Your product data is complex with a lot of information and related data. For example, you use many visual assets and extensive product information. - It takes too long to introduce new products, causing you to be overtaken by competition. - Your return rate is high, partly explained by incomplete or incorrect product information. - You would like to internationalise and operate in multiple markets and languages. Do you recognise one or more of these challenges for your business? Then it is worth contacting Domaine Europe to discuss what a PIM can do for you and what this project might look like. ### Choose the right PIM for your Shopify shop Are you convinced that a PIM solution adds value to your Shopify webshop? Then it’s time to start researching the best PIM for Shopify. There are many good PIM solutions on the market that integrate well with Shopify, like Sales Layer and Jasper PIM. For this article, we selected two of our most used PIM systems that integrate seamlessly with Shopify. Below, we list their main pros and cons. **Akeneo PIM** Over 41,000 companies use Akeneo's PIM software. Leading brands such as Carrefour, Sephora, Heineken, Universal Music Group, Adidas, and Renault use Akeneo's enterprise version. Domaine Europe is one of the official Akeneo partners in the Netherlands and Germany. We have experience in guiding successful Akeneo implementations and can help you set up your PIM and provide you with training and support. **Advantages:** - Flexible setup for managing products and categories - Extensive workflows allow you to set up processes efficiently - Many advanced integration options - Official Shopify partner **Disadvantages:** - Relatively expensive - Prices go up quickly as channels (shops) and users increase. ![Akeneo Logo](https://cdn.sanity.io/images/cxeknc6v/production/faccbaf01b68c23953732a752ebf5ffeef89210d-1200x453.webp?w=1600) **Plytix PIM** Plytix has a clear target: 'To kill spreadsheets'. International brands working with this Danish PIM system include Skechers, Desenio and New Balance. **Advantages:** - Good solution for Small and Medium-sized (SMB) companies - User-friendly interface - Offers convenient product sheets **Disadvantages:** - No instant synchronization with Shopify ![Plytix logo](https://cdn.sanity.io/images/cxeknc6v/production/ceef578d64ec3ce241a715042d286fb0bf599050-1200x453.webp?w=1600) **Quable PIM** Quable is a robust and feature-rich Product Information Management (PIM) platform designed to streamline e-commerce operations. Key features like fast import/export, AI-generated content, automatic translations, and visual workflow creation make Quable a smart choice for scaling your product management. **Advantages:** - Feature-rich Shopify connector limits the amount of custom integrations required. - Native Multilingual (Shopify Markets) support - Make.com integration allows for advanced moderation / enrichment possibilities - Two way sync **Disadvantages:** - Limited bulk editing possibilities ![Quable Logo](https://cdn.sanity.io/images/cxeknc6v/production/c92324faed1d01263a7665ef09b359d8b524e9e8-1200x453.webp?w=1600) ### What does a PIM integration with Domaine Europe look like? When you chose the best PIM system, it’s time to implement the solution with your e-commerce platform. As an official Shopify Premier partner, we are well-equipped to help Shopify merchants with the integration of their PIM solution. To ensure that you can make maximum use of functionalities, we integrate your PIM with various external data sources such as your ERP, WMS and Shopify store. Our team has the in-depth technical knowledge and experience required for this and will guide you through the following steps: 1. We map out your e-commerce architecture and processes. In other words, the 'as-is' situation. 2. Together, we define your ambitions, roadmap and requirements for the coming years. This creates a picture of the 'to-be' situation. 3. We go through a PIM selection process and help you negotiate the best deal. 4. We start the implementation of the chosen PIM system. We set up your PIM based on the data model that fits your requirements. 5. We integrate your PIM solution with Shopify and optionally also with other systems (ERP, WMS). We do this with an existing connector or a custom integration. 6. Congratulations: it's time to get your PIM system up and running! Domaine Europe remains available to provide the support and further development you need to maximise the benefits of your PIM. Our most important advice when starting a PIM implementation for your e-commerce? Think carefully beforehand about what you want to achieve with the system and which functionalities your PIM should contain. What do you _really_ need? We often want too much. Discuss the end goal of the PIM system so that the architecture is clear, and involve all your stakeholders in the process. Are you curious whether a PIM solution is a smart choice for your e-commerce brand? Or are you looking for support in selecting and or implementing the right PIM system? **Please contact us so our team can help!** ![Shopware to Shopify](https://cdn.sanity.io/images/cxeknc6v/production/51cef9618c82a8ae1ba3c96c2667b5d29126c757-1000x1000.jpg?w=1600) ![Coders](https://cdn.sanity.io/images/cxeknc6v/production/6a79a133cbcc611b3626b2ade0dd3b87ab8aa60b-800x800.png?w=1600) ### Why Legacy Commerce Architectures Block Growth https://domaineworldwide.com/insights/commerce-insights/why-legacy-commerce-architectures-block-growth/ Legacy commerce systems are slowing enterprise innovation. Learn why brands are decoupling from outdated architectures and how Shopify’s modern stack empowers agility, scalability, and speed. Over the past decade, ecommerce has shifted from a single digital storefront into a distributed ecosystem. Shoppers now move fluidly between social platforms, marketplaces, DTC sites, and physical retail, and they expect speed, relevance, and availability to be consistent everywhere. At the same time, brands are iterating continuously, launching markets, testing models, and evolving experiences, exposing that static, scale-first platforms struggle to perform in an environment defined by constant change. ## What are ‘Legacy Platforms’? Legacy commerce platforms can be defined by architecture and operating model. Most legacy systems are tightly coupled: core commerce logic, data models, and presentation layers are deeply intertwined. And, customizations are embedded directly into the platform rather than layered on top. These platforms typically result in: - Infrequent major releases over continuous deployment - Heavy upfront configuration and long implementation timelines - Centralized ownership by technical teams over distributed product teams This means the platform becomes a long-term asset that’s difficult to evolve without specialist support. Over time, the system accrues undocumented dependencies, bespoke logic, and workarounds that only a few people fully understand. That knowledge becomes a risk as teams change and business priorities shift. ## **When customization turns into constraint** Legacy systems became powerful because they were built for customization. Brands could shape every interaction, build complex workflows, and fine-tune their commerce experience around specific operational needs. But as the market and customer expectations have evolved, that same flexibility has become the source of complexity with every attempt to deliver something new requiring deep, bespoke development. For example, a merchandising team wants to test a new product bundling strategy, but it requires backend changes that can’t be deployed until the next release window. A regional team needs a market-specific checkout flow, but the logic is hardcoded into the core platform and shared across storefronts. And, because core code has been modified, upgrades can become risky. Each new version of the platform must be reconciled against existing custom logic, often forcing teams to choose between innovation and stability. Over time, brands stop upgrading altogether, locking themselves into outdated versions to avoid disruption. ## **The economic weight of legacy infrastructure** Every release cycle in a legacy environment carries overhead. Custom modules must be retested, integrations revalidated, and dependencies checked against version updates. In legacy environments, releases are tightly choreographed events. A new payment method, for example, might require: - Updating the core platform version to support new APIs or compliance requirements - Refactoring custom checkout logic to remain compatible - Retesting every downstream integration that touches orders, tax, fraud, ERP, and fulfillment - Coordinating across multiple teams and vendors to deploy in a narrow maintenance window Because these systems are interconnected, even non-functional updates like security patches or performance improvements, trigger full regression testing cycles. For global organizations, this complexity multiplies across regions, currencies, and regulatory requirements. This creates a cost curve that grows exponentially. The economic model behind legacy commerce assumes that change is infrequent and predictable. But today, brands iterate constantly, launching markets, testing features, adopting new channels, and the cost structure of traditional platforms struggles to keep pace. Modern SaaS and composable platforms distribute that burden differently. Maintenance, infrastructure, and compliance are handled centrally, freeing internal teams to focus on customer-facing work. Shopify is a strong example of this model: updates are automatic, infrastructure costs are predictable, and the platform evolves in response to broader market needs. ## **Why the industry is decoupling** Decoupling changes the shape of the stack, separating the presentation layer from the backend, allowing teams to update the frontend without waiting on backend releases, and to connect new services through APIs instead of direct code dependencies. A common example is frontend innovation. Brands increasingly want faster page loads, richer product storytelling, and more control over UX experimentation. In a decoupled setup, teams can rebuild or iterate on the storefront using modern frameworks without reworking backend commerce logic. The backend continues to manage orders, inventory, and payments, while the frontend evolves independently. Over the past five years, this approach has become the default for enterprise commerce transformation projects. Although, decoupling isn’t without its trade-offs. The same flexibility that makes composable architectures attractive can also introduce fragmentation. Managing multiple services, APIs, and data pipelines adds complexity — particularly when each component has its own versioning, costs, and support model. However, the most effective architectures draw clear boundaries between what should be centralized and what should be flexible. ## **Shopify and the new model for modern commerce** Over the last few years, Shopify has invested heavily in making its architecture more open and modular. Features such as [**Hydrogen and Oxygen**](https://apps.shopify.com/hydrogen) enable brands to build custom storefronts while relying on Shopify’s managed hosting and deployment pipeline. [**Shopify Functions**](https://www.shopify.com/uk/enterprise/blog/shopify-functions) allow developers to extend native platform logic, discounts, shipping, taxes, and more, without modifying the core codebase. And an expanding set of **APIs and webhooks** provide deep integration points for connecting with external systems like ERPs, PIMs, OMSs, and data lakes. For enterprise teams, this creates a composable environment where innovation can happen at the edge while stability is maintained at the core. It also means that when Shopify introduces new functionality, whether that’s [AI-driven merchandising tools](https://www.shopify.com/uk/magic), native [B2B capabilities](https://domaineworldwide.com/shopify-b2b-features-now-available-across-all-plans/), or updates to checkout performance, those improvements become available instantly. These updates are shaped by large-scale usage data, internal testing, and industry best practices, with changes evaluated for their effects on performance, security, and platform stability across the merchant ecosystem. This pace of innovation is difficult for most legacy systems to match, where updates depend on long release cycles and costly version upgrades. However, the trade-off for managed infrastructure and rapid iteration is that certain layers, like checkout logic, database schema, or server access, are governed by the platform, not by individual brands. However, for most enterprise retailers, those constraints are [outweighed by the operational and commercial gains:](https://domaineworldwide.com/how-to-reduce-technical-debt-without-losing-flexibility/) faster deployments, predictable performance, and the ability to focus internal teams on growth initiatives rather than platform maintenance. ## Final words The challenge for enterprise teams is to build systems that can evolve continuously without erasing what already works. We’ve seen this shift play out across some of the world’s largest beauty and lifestyle portfolios. **Orveon Brands**, which includes [bareMinerals](https://domaineworldwide.com/bare-minerals/), [Laura Mercier](https://domaineworldwide.com/laura-mercier/), and Buxom, re-architected on Shopify to consolidate multiple brands and regions onto a unified, agile infrastructure. **Kendo Brands**, home to _Fenty Beauty_ and _KVD Beauty_, took a similar route — modernizing its stack to improve speed-to-market for global launches. And now, **Estée Lauder Companies** has [announced plans to move its portfolio to Shopify](https://www.elcompanies.com/en/news-and-media/newsroom/press-releases/2025/10-28-2025-212608571), signaling that enterprise commerce is moving decisively toward SaaS-based, composable architectures. If your brand is re-evaluating its commerce architecture, our migration and technology specialists can help you assess where to decouple, what to consolidate, and how to modernize with confidence: [Contact our expert team](https://domaineworldwide.com/contact/) ### The European Accessibility Act 2025: What merchants need to know https://domaineworldwide.com/insights/commerce-insights/the-european-accessibility-act-2025-what-merchants-need-to-know/ The European Accessibility Act (EAA) is more than just a legal requirement; it's an opportunity to enhance your e-commerce store for all users. Making your online store accessible goes beyond compliance. As Simon Iseringhausen, Customer Success Manager at Domaine Europe, puts it: “By making your webshop accessible, you open doors to 135 million EU citizens with disabilities, that’s one in four adults. On top of that, the Act’s guidelines also help improve your store’s visibility in search engines. It’s a win-win.” With the deadline set for June 28, 2025, now’s the time to act. No stress, though! In this blog, we’ll walk you through everything you need to know about the EAA. ### What is the European Accessibility Act? The European Accessibility Act (EAA) is an EU regulation that ensures people with disabilities can access digital products and services. For e-commerce businesses, this means meeting mandatory accessibility standards by June 28, 2025. These standards apply to everything from website design and navigation to the checkout process. The act affects any business selling to customers in the EU, regardless of where your company is based. By adopting these standards, you ensure compliance and contribute to a more inclusive digital marketplace where everyone can participate fully. In short, the EAA is about creating barrier-free digital experiences so everyone can easily browse, shop, and interact online. ### To whom does this apply? The EAA applies to all e-commerce businesses serving consumers in the EU. This includes: - Online stores that **sell directly to consumers**. - Companies with **10+ employees and a turnover exceeding €2 million**. - **Non-EU businesses** selling goods or services within the EU. If your online store serves consumers, it’s safe to assume this law applies to you, so it’s time to start preparing. ### What this means for merchants The EAA was adopted in 2019, incorporated into national laws in 2022, and will be fully enforceable from June 28, 2025. To comply, your online store must meet internationally recognized standards like [WCAG](https://www.w3.org/TR/WCAG21/) and EN 301 549. Here’s what that means: - **Ensure your site is perceivable**, operable, understandable, and robust. This includes ensuring people who use screen readers or rely on keyboard navigation can easily navigate your site. - Forms should be easy to complete, with **clearly labeled fields and helpful error messages**. Adding alt-text to images allows screen readers to describe visuals to users, while captions for videos and plain, jargon-free language improve overall accessibility. - **Provide alternatives** to CAPTCHA for verification. - **Use alt text for every image** and captions or transcripts for video and audio content. - **Descriptions, pricing, and button labels should be clear** and comprehensible to screen readers. - The entire **purchasing process is fully compatible** with assistive technologies. - Additional accessibility options, such as **offline help desk support**, are provided. - Your site should be **fully navigable using only a keyboard**, ensuring it’s accessible to people with mobility impairments. **Compliance Obligations** - **Non-compliance can result in penalties**, with fines ranging from **€90,000 to €900,000 in the Netherlands.** - Each **EU Member State may introduce additional obligations**, so staying informed about national implementations is essential. **Exemptions** - **Micro-enterprises**: Businesses with fewer than 10 employees and turnover below €2 million are exempt unless compliance would impose an “undue burden.” ### Accessible websites are beneficial for all Not everyone navigates websites the same way. People with disabilities may rely on voice recognition, screen readers, Braille displays, or keyboard navigation to browse online stores. Over 135 million people in the EU have disabilities, and by ensuring your store is accessible, you open the door to a significant customer base that you might otherwise not reach. Additionally, accessibility improvements can boost your SEO, helping your store rank higher in search engines like Google and increasing organic traffic. Compliance isn’t just about improving reach; it also reduces legal risks. Failing to meet the EAA standards can lead to hefty fines or even restrictions on your store. Addressing accessibility now helps safeguard your business against future legal challenges. Beyond compliance, an accessible store creates a better user experience for everyone. Improvements that support users with disabilities, such as clearer navigation, better contrast, and structured content, make shopping easier for all customers, ultimately leading to higher conversions and greater customer satisfaction. ### How Shopify merchants prepare for EAA compliance For Shopify merchants, compliance with the EAA isn’t just a legal requirement; it’s an opportunity to make your store more inclusive and user-friendly. Start by auditing your store’s accessibility using tools like WAVE or Google Lighthouse to identify potential issues. Shopify also offers an accessibility checker app to help pinpoint areas for improvement. Choosing an accessible theme is another key step. Many Shopify themes already incorporate key accessibility features, so opt for one that’s easy to navigate, with strong contrast and clear readability. Make sure your design is keyboard-friendly to support users who can’t use a mouse. Regular testing is essential - gather feedback from users with disabilities and perform frequent accessibility audits to ensure your store remains compliant. Lastly, staying informed about EAA and WCAG guidelines will help you maintain accessibility standards in the long run, making your store more user-friendly for everyone. ### How can we help At Domaine Europe, we build Shopify stores that are designed to perform and that includes making sure they’re accessible to all users. Whether you're starting from scratch or updating your current theme, we help merchants identify areas for improvement, implement accessibility best practices, and meet compliance standards like WCAG and the EAA. From choosing the right theme and optimizing navigation to structuring your content and improving form usability, we guide you through every step. Accessibility isn’t a one-off task, and we’re here to make it manageable, practical, and future-proof. ### New Horizons: Domaine Expands to the United Kingdom https://domaineworldwide.com/insights/events/new-horizons-domaine-united-kingdom/ Domaine marked our Shopify Agency's official UK expansion with New Horizons, an exclusive event at The Gherkin in London. Bringing together leading brands, partners, and commerce innovators, the evening featured insightful discussions, stunning city views, and a lively afterparty—setting the stage for the next chapter in global ecommerce. On March 13, 2025, we celebrated the launch of our dedicated UK presence with our event: "New Horizons." Set against the stunning skyline from the 39th and 40th floors of Searcys at the Gherkin in London, the evening brought together leading brands, partners, and commerce innovators to mark this significant milestone. ![Domaine team photo at the venue, before event start](https://cdn.sanity.io/images/cxeknc6v/production/dae9d446db45299252cea8d8ad434c833d4a897e-6238x4163.jpg?w=1600) After years of working with UK-based brands with a small team in Europe, Domaine is excited to be expanding further into the region with a stronger physical presence. The event started early in the evening, with attendees arriving and enjoying welcome cocktails. The venue, located at the very top of the iconic Gherkin, offered panoramic views of London's rainy skyline. Domaine Co-Founders [Marko Bon](https://www.linkedin.com/in/markobon/) and [Mac King](https://www.linkedin.com/in/mackenziepking/) took the stage for a brief toast, sharing insights into our global expansion plans and our commitment to supporting UK-based brands. They were joined by [Matthias Kleven](https://www.linkedin.com/in/matthiaskleven/), Head of Northern Europe Partnerships at [Shopify](https://www.shopify.com/ca), who spoke of Shopify’s support of Domaine’s expansion. ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/2fdd08968f93c06dc7105c52987ade4b01a9343c-7275x4855.jpg?w=1600) ![Marko & Peter at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/bd6daba903885a174a6df96e484b894e1b12dcbb-6746x4502.jpg?w=1600) ![Atmosphere at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/18a012593b8628f322fb6c26f036800a5bfa2d26-6658x4443.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/fd812f300d4c86d7fb1547e3e01881aa34bdb492-4912x7360.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/d412044a697fe546afe4f202e6a1124ae58ffcba-7093x4734.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/f1913cccc06950c508fc02f348a70826b868fd2f-7360x4912.jpg?w=1600) ![Atmosphere at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/ce5829d184aa6966c5b06a445ce0442843f651ed-4912x7360.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/e613d1d7b89ccc52dab1f68f290aed5429836621-7360x4912.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/28b2a759622d9d8ff1d60d6bdc05352354291cb8-7360x4912.jpg?w=1600) ![Food at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/71841325c4e4e4618942649ccb12b340bb4d6882-4912x7360.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/563e897448db09cf5309ee3b8b7fb282c31a0711-6782x4526.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/9fa6b48cfc9ac2c6d53e214f6e4ba78cb4c99276-7360x4912.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/0b8b3c045f5949e6ab3745ba8114b58923203344-7015x4682.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/e6ba8bcd86e85b3ab1b87c80c42eb3921d73a8c2-7224x4821.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/997ac218b8f89156f9e87bc1dcaa00a8ad30d2aa-6785x4528.jpg?w=1600) ![DJ at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/215962eb05b576322e1e6bdcb580823a2653fbcb-7360x4912.jpg?w=1600) ![DJ at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/efd54a5393242481c325ace549c670c71fbfdb91-3962x2644.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/7f68e053484c053ec6d080d857dac3c66aeae955-6048x4036.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/7d51ef98e6686fab20d1a4114a76c7b0b998e823-6342x4233.jpg?w=1600) ![Atmosphere at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/23166331e068431704a9863c3e5bd3c7cefb7514-4905x7350.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/05408f49e165acca28e0956d60ac5c14a403f297-6622x4419.jpg?w=1600) ![Mac, Marko, and Matthias at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/9f81149cdc4639094baf81cf6ba769eeee428558-6532x4359.jpg?w=1600) ![Mac, Marko, and Matthias at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/5910552a8a63140b5705036b86026bdf6ffb0486-6253x4173.jpg?w=1600) ![Mac, Marko, and Matthias at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/b6c7fc3bfcce8b7cb3468553787ce383a9b5e8fd-7360x4912.jpg?w=1600) ![Mac, Marko, and Matthias at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/3afac3604eae3e1fd7a6fbdf6c7d99b8b2994c04-6874x4588.jpg?w=1600) ![Atmosphere at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/f2c0dd3ef0283eedea89149224cfed334d93f2b0-4327x6483.jpg?w=1600) ![Devon & Chelsey at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/0052de5c0f2ae621f67f63aac1c61f3978611626-7052x4706.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/4443ee7ac213c82fe33e5fe1c65b5eb52bdd9508-7078x4724.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/41d535abe1678b9bcb26f412288f825115429321-6376x4255.jpg?w=1600) ![Atmosphere at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/1c0b938bb6e60a469bb2fba5cdcf4556e06e2a48-4666x6991.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/4f320d3808331cbe6d66491067908b2ad31056b3-7229x4825.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/9984c6a593cbad61a5ed49ce6187c6ae9c9b2b06-7300x4872.jpg?w=1600) ![Atmosphere at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/94820072b59a74b75fa9d1088664b1f5719010c1-4332x6491.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/8b86a9f64e0b48b0bb8309fa5ff256da12b64793-6890x4598.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/5b3c4da8fb27ec50a35f97434199a048c168b570-6893x4600.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/091401e45904338812d73a43983fc10d6e74152e-7360x4912.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/add51791d2c1bd633f5ab8dec36ec4f7f44652f1-6542x4366.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/46947782854c104fea0e30ffd977c0e988bfe4da-7134x4761.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/05288b3658b3d6a144f5a6b079903035c0a629b0-6974x4654.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/f314c9f36ab776480f126d33cc8ca4451af0be32-6681x4459.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/614034238b1016170cfa7f1942a43332f6039b5c-7055x4708.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/d3b5cba9b88b972986972fb63dcef9b913721128-7161x4779.jpg?w=1600) ![Guests at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/ff9dda11be9b5869b617184a4f0220628bfe9365-6999x4671.jpg?w=1600) ![Atmosphere at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/79ad29418236e3ee9c6d5207afb0d2c8293d3de9-4668x6995.jpg?w=1600) Guests were then treated to a reception featuring an open bar, a selection of canapés and bowl foods, and entertainment from a live DJ. We also had limited edition Domaine swag and embroiderers on site, for a special touch. The atmosphere was vibrant, fostering meaningful conversations and new connections among commerce leaders, all united by a shared vision for the future of commerce. ![Limited Edition merch at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/7100523cd9c300c62d4fe52be8408e01caada5db-6247x4169.jpg?w=1600) ![Limited Edition merch at New Horizons: Domaine United Kingdom](https://cdn.sanity.io/images/cxeknc6v/production/81a2082bb4dd69687422f6d67b30765a6d222579-6464x4314.jpg?w=1600) The event was generously sponsored by key partners in the ecommerce ecosystem, including Shopify, [Klaviyo](https://www.klaviyo.com/), [Recharge](https://getrecharge.com/), [Loop](https://www.loopreturns.com/), [Nosto](https://www.nosto.com/), [Gorgias](https://www.gorgias.com/), [Swap](https://www.swap-commerce.com/), and [Signifyd](https://www.signifyd.com/). Their support underscored the collaborative spirit of the evening and highlighted the strong partnerships that Domaine has cultivated within the industry. ![Guests at the after party](https://cdn.sanity.io/images/cxeknc6v/production/1103e670c05c2b7b5a9c63ab522e9f514de542a0-1932x2914.jpg?w=1600) ![Guests at the after party](https://cdn.sanity.io/images/cxeknc6v/production/8df8527ef567eaa318891e9af8899a93e3b71417-2943x1951.jpg?w=1600) ![Guests at the after party](https://cdn.sanity.io/images/cxeknc6v/production/a6939b6ee286e7b1d57268022d446876285b730a-3071x2036.jpg?w=1600) ![Guests at the after party](https://cdn.sanity.io/images/cxeknc6v/production/73a64875b62f6f10b0d5ca36bcd3cb1684964967-3098x2054.jpg?w=1600) ![Guests at the after party](https://cdn.sanity.io/images/cxeknc6v/production/54e4bed4b4dd8ae869d2bd8036054f365c980a0c-2945x1952.jpg?w=1600) ![Guests at the after party](https://cdn.sanity.io/images/cxeknc6v/production/2bb3b9d92b9109b69931b4d747dda51ee75954a2-3130x2075.jpg?w=1600) ![Guests at the after party](https://cdn.sanity.io/images/cxeknc6v/production/c483d64a8c9bfa59228d728f78dc9d7ad238237b-2989x1982.jpg?w=1600) ![Guests at the after party](https://cdn.sanity.io/images/cxeknc6v/production/8299049357735ee0c0c497fda6afe3a572171b04-3130x2075.jpg?w=1600) ![Guests at the after party](https://cdn.sanity.io/images/cxeknc6v/production/bc8cb9659e73644ffbfc6675c9e09ddda7f3a9d4-3009x1995.jpg?w=1600) ![Guests at the after party](https://cdn.sanity.io/images/cxeknc6v/production/beb440ed47af5c8fe83c4356105de0028fa7a160-2825x1873.jpg?w=1600) As the official program concluded, attendees were invited to continue the celebrations at an optional afterparty at Power Club & Lounge London’s Basement Bar. Our DJ transitioned to a livelier set and guests wound down in a more casual atmosphere. Domaine's expansion into the UK signifies a deepened commitment to the market, aiming to strengthen support for UK-based brands and enhance the Shopify and commerce community in London. "New Horizons" not only celebrated our launch but also set the stage for future collaborations and innovations in the ecommerce landscape. ### B2B customers are humans too: why digital commerce is inevitable https://domaineworldwide.com/insights/technology/shopify-b2b-digital-commerce-inevitable/ B2B customers expect the same seamless digital experiences as B2C shoppers. Discover why digital commerce is inevitable and how Shopify B2B enables modern, human-centered buying journeys. B2B commerce has always been seen as a world apart from direct-to-consumer (D2C) retail-complex sales cycles, long-term contracts, and, traditionally, a heavy reliance on sales reps handling everything manually. But here’s the thing: B2B customers are human too. That might sound obvious, but too many businesses still treat B2B buyers as if they operate in an entirely different universe from everyday consumers. The reality? The people making purchasing decisions for their businesses are the same people who shop online in their personal lives. They expect the same level of convenience, efficiency, and digital experience they get when ordering groceries, booking flights, or buying clothes. And yet, many B2B businesses are still forcing their customers to place orders via phone, email, or even fax. ### The shift in B2B buying behaviour One of the most compelling reasons B2B brands need to modernise their digital commerce experience is generational change. According to Shopify, 70% of B2B buyers today are millennials. This means they grew up with the internet, are accustomed to seamless online shopping experiences, and naturally expect the same from their business purchases. Unlike previous generations, millennial B2B buyers don’t want to have to call a sales rep to get pricing information, request a quote, or place an order. They want the ability to self-serve, research on their own, and complete transactions efficiently. If your business isn’t offering a digital experience, you risk losing these buyers to competitors who do. For BOSKA, a company in the cheese tools industry, traditional buying habits ran deep. “They were really used to just pick up the phone and say, ‘Hey, I want those same products I order every month…’” explains Pascal Verheul. That mindset made the shift to digital especially tricky, but also necessary. ### But what about the sales team? Some businesses worry that shifting to digital commerce means eliminating the human element from B2B sales. But that’s not the case. Digital commerce isn’t about replacing sales reps-it’s about freeing them up for higher-value work. Think about it: - If your sales team is spending time manually processing repeat orders, they’re not focusing on strategic growth. - If customers can check stock levels, view pricing, and place orders online, your sales reps can focus on building relationships and upselling. - Digital tools allow sales teams to gather insights, personalise recommendations, and create better customer experiences. By digitising the transactional side of B2B commerce, your sales team can spend more time where they add the most value; developing customer relationships and driving business growth. At BOSKA, key accounts still receive the personal touch. “_Top-tier customers have a key account manager…”_ says Pascal. Meanwhile, smaller customers can order through the B2B portal, freeing up the sales team to focus on high-value relationships. ### The inefficiencies of traditional B2B sales Many B2B brands still rely on outdated processes that make purchasing harder than it needs to be: - Customers place orders over the phone or by email, leading to delays and errors. - Pricing structures are buried in spreadsheets or complex systems that require a steep learning curve (like ERPs). Rather than dynamically applied online. - Sales reps manually process orders when customers could complete them instantly through a self-serve portal. These inefficiencies not only slow down the sales cycle but also increase operational costs. A digital-first approach removes unnecessary friction and allows businesses to scale without constantly expanding their sales teams. BOSKA’s team realised that clinging to manual processes was holding them back. “_After a while, we said, ‘No more manual orders_,’” Pascal recalls. “_People were nervous, we’ll lose sales!’ But we didn’t.”_ Going digital helped reduce inefficiencies without sacrificing revenue. ### Hybrid B2B/D2C businesses are already leading the way For businesses that operate both B2B and D2C models, digital transformation is already happening. Many hybrid merchants-brands that sell both directly to consumers and to other businesses-have recognised the need to unify their sales channels. By migrating to platforms like Shopify B2B, they can: - Provide a seamless buying experience for both individual consumers and wholesale clients. - Offer customer-specific pricing without relying on manual processes. - Reduce administrative overhead by automating invoicing, order management, and fulfilment. - Sell more by adding in merchandising, upsell and cross selling promotions dynamically (especially effective for larger catalogues). If hybrid merchants are already digitising their B2B operations, pure B2B brands can’t afford to stay behind. BOSKA’s B2B site now looks and feels like a D2C store. _“It’s not really a B2B platform anymore. It’s just a webshop, for business customers_,” says Pascal. The digital experience is seamless, intuitive, and built for scale. ### The bottom line: B2B needs to modernise B2B buyers are no different from D2C consumers in their expectations for a smooth, efficient, and digital-first experience. While complex pricing, bulk orders, and account-based purchasing may be unique to B2B, these challenges can be solved with the right technology. Modernising B2B commerce isn’t about removing human relationships, it’s about empowering customers to buy how they want while enabling sales teams to focus on growth. The shift is already happening. The question is: Will your business be ahead of it, or playing catch-up? # ### Domaine Taps Industry Veterans to Lead Next Phase of Shopify B2B Growth https://domaineworldwide.com/insights/domaine-news/press-release-b2b/ Domaine expands its Shopify B2B offering to help manufacturers, distributors, & CPG brands streamline operations & drive efficient growth. Domaine, the leading global Shopify design and development practice, today announced a significant investment in its business-to-business (B2B) offering, deepening its strategic partnership with Shopify. [View our press release here.](https://www.prnewswire.com/news-releases/domaine-taps-industry-veterans-to-lead-next-phase-of-shopify-b2b-growth-302467358.html?tc=eml_cleartime) This move aims to further empower B2B companies, including manufacturers, distributors, and CPG brands, to grow revenue more efficiently by streamlining B2B operations and reducing the cost to serve wholesale customers. As part of this initiative, Domaine has appointed industry veterans Randy Higgins and Brad Borman as Managing Directors of B2B, both joining with decades of experience in digital commerce, B2B operations, and global B2B transformation across a variety of industries. Higgins previously served as Head of B2B Solutions at Merkle and Chief Strategy Officer at Shift7, a Merkle company. Borman was most recently SVP of Commerce Growth at Merkle, following his role as EVP of Growth and Partner at Shift7. Their leadership further positions Domaine to deliver even greater value to its clients as they navigate the rapidly evolving world of B2B commerce. "We are thrilled to welcome Randy and Brad to the Domaine leadership team," said Peter Humphrey, CEO of Domaine. "Their deep expertise and shared vision for transforming B2B commerce aligns perfectly with our mission to deliver exceptional commerce solutions to a wider—and growing—segment of the market." “Randy and I are honored to join the team at Domaine at such an exciting time in the evolution of B2B commerce,” Borman said. “With more B2B revenue shifting to digital channels and Shopify investing heavily in enterprise-ready functionality, we see tremendous opportunity to help companies modernize how they sell to all of their customers. Domaine’s technical roots and Shopify expertise give it the ideal foundation to lead this transformation.” This investment marks another pivotal milestone in Domaine's history, as the company continues to expand its commerce capabilities and strengthen its collaboration with Shopify. By leveraging Shopify's top-tier B2B platform, Domaine aims to provide scalable, cost-effective solutions that optimize digital channels and unlock new growth opportunities for Domaine customers. Combined with world-class commerce delivery capabilities, the addition of Higgins and Borman’s experience in global B2B transformation and complex systems integration further solidifies Domaine’s position as a leader in modern commerce solutions. Learn more about [Domaine’s new B2B offerings](https://domaineworldwide.com/services/technology/unified-commerce-solutions/b2b/). ### Domaine joins the B2B eCommerce Association as a Premium Partner https://domaineworldwide.com/insights/domaine-news/domaine-joins-the-b2b-ecommerce-association-as-a-premium-partner/ Domaine is now a proud member of the B2B eCommerce Association (B2BEA) as a premium partner. Through active participation in the Association's global initiatives, Domaine will help shape industry standards, certifications, and educational programs, enabling more resilient, future-ready B2B operations. Domaine is now a proud member of the **B2B eCommerce Association (B2BEA)** as a premium partner. Reinforcing our commitment to world-class Shopify design and development solutions, we have taken our next step into B2B commerce innovation and leadership to help manufacturers, distributors, wholesalers, and industrial/CPG brands modernize and scale. _“Joining the B2B eCommerce Association is a natural next step in our journey to lead in the B2B space,” _said Marko Bon, President and Co-Founder of Domaine._ “Many B2B organizations are navigating massive digital transformations, and they need trusted partners with recognized expertise. This membership allows us to bring even more credibility, connection, and innovation to our clients.”_ Becoming part of B2BEA marks an important milestone in Domaine’s continued growth in the B2B space. Through active participation in the Association’s global initiatives, Domaine will help shape industry standards, certifications, and educational programs, enabling more resilient, future-ready B2B operations. This collaboration ensures our clients benefit from the latest advancements in AI, headless and composable commerce, and unified digital experiences. Together with B2BEA, we aim to accelerate the adoption of modern commerce practices that drive efficiency, scale, and measurable business impact on the B2B landscape. ## Why this matters for B2B brands - **Faster access to what’s next:** Early insight into emerging trends and best practices across AI, headless/composable, buyer experience, and integration patterns, translated into practical roadmaps for B2B teams. - **Access to standards & skills:** Participation in industry standards, certifications, and educational programs that raise delivery quality and reduce execution risk. - **Unified B2B + DTC on Shopify:** A technology stack purpose-built to bridge direct-to-consumer and B2B commerce, helping multi-region brands unify operations and scale internationally. - **Better partner outcomes:** Deeper collaboration with platforms and systems vendors to accelerate integration velocity and improve total cost of ownership. ## What’s next Domaine will participate in the upcoming **B2B eCommerce World** **Americas** summit, an event spanning the entire digital commerce lifecycle; from aligning internal teams for transformation and building customer-centric digital ecosystems, to unlocking growth through manufacturer-distributor collaboration. **Want to modernize your B2B commerce?** [Talk to our team](https://domaineworldwide.com/services/technology/unified-commerce-solutions/b2b/) about roadmapping, replatforming, and quick-win pilots. ### Shopify Plus Merchants: Shopify’s Checkout Extensibility Upgrade https://domaineworldwide.com/insights/technology/shopify-checkout-extensibility-upgrade/ Prepare for Shopify Plus's Checkout Extensibility upgrade by August 2024 to enhance your store's checkout experience and retain customizations. **ARTICLE HIGHLIGHTS** - As of August 2024, Shopify’s all-new Checkout Extensibility will replace checkout.liquid as the sole way for Shopify Plus merchants to tailor their checkout experience. - Shopify Plus customers must transition from checkout.liquid to Checkout Extensibility by August 2024 or risk losing existing customizations. - Get familiar with the key features and benefits of Checkout Extensibility and learn how to determine which ones are right for your business. - Merchants: Get tips on how to prepare for the transition to Checkout Extensibility. ## Shopify’s New Checkout Extensibility Upgrade A new way to tailor your store’s checkout experience. The upcoming Checkout Extensibility is a suite of APIs that allows developers to build applications that then empower merchants to make low- or no-code customizations within their checkout experience. Shopify Plus customers must transition from checkout.liquid to Checkout Extensibility by August of 2024 or risk losing existing customizations. More specifically, Shopify will turn off checkout.liquid in two stages. First, on August 13, 2024, Information, Shipping and Payment pages will turn off. Then, on August 28, 2025, Thank You pages, Order Status pages, including apps using script tags and additional scripts, will turn off. ### Why the Upgrade? For years, Shopify Checkout has set the standard for the ecommerce checkout experience, with more than [1.75](https://thesocialshepherd.com/blog/shopify-statistics) million merchants on the platform. Shopify Checkout has always been fast and conversion-friendly, but customizing it wasn’t always easy. For brands wanting to provide a more elevated checkout experience, the advanced customization options fell short. ### The Evolution of Shopify Checkout Customization Customizing a Shopify Plus store checkout was possible, but difficult – and sometimes expensive. And this was somewhat by design: by not providing flexibility, Shopify could ensure the enormous efficiency of their checkout, a top revenue-impacting benefit of the platform. But there was still a way; merchants could request access to their checkout.liquid theme file and then edit the code directly. Since few merchants can code, this often meant working with a developer or another third-party. Checkout.liquid didn't provide direct APIs for making changes to Shopify Checkout, negatively impacting both user experience and performance. Developers had to regularly update customized checkouts to access new features without breaking existing customizations. So in 2023, Shopify announced Checkout Extensibility, to take effect in August 2024. ![Screenshot of Shopify's checkout UI](https://cdn.sanity.io/images/cxeknc6v/production/27750f43c6c10406ef5d773178081640919b51cb-2880x1276.jpg?w=1600) Checkout Extensibility will make checkout customizations easier for Shopify Plus merchants, without requiring they opt-out from Shopify's managed checkout. (After all, one of Shopify’s historical strengths has been its native, simple and familiar checkout experience.) That’s why we’re recommending that **merchants approach Checkout Extensibility with measured thoughtfulness to avoid adding complexities to this crucial part of their customers’ journeys while keeping their eyes open for new tactical opportunities that can drive revenue.** ## How Checkout Extensibility Benefits Shopify Plus Customers and Developers Looking forward, moving away from checkout.liquid will give merchants control over the entire checkout experience – from the visual design to the underlying logic and functionality. Key benefits include: - **Increased conversion rates **-** **[Shopify touts that Checkout Extensibility](https://www.shopify.com/plus/upgrading-to-checkout-extensibility) is capable of driving a 1% average increase in conversions. - **More flexibility** - Merchants will have access to new features like one-page checkout, bundled product offerings and stackable discounts. - **Upgrade-safe **- With Checkout Extensibility, new checkout features are accessible as soon as they’re available, without requiring any manual upgrades. - **Enhanced security** - All of Checkout Extensibility’s user interface (UI) components and APIs run in a sandboxed environment, so there’s no risk of bugs or errors affecting your shop’s functionality. - **Better customer experience **-** **From Order statuses to Thank You pages, Checkout Extensibility allows Shopify Plus merchants to upgrade their customer’s checkout experience from start to finish, including within Shop Pay. - **Stronger brand identity** - New features like logo display, custom colors, fonts and special offers help reinforce brand recognition and loyalty. - **Reduced cart abandonment** - Checkout Extensibility makes it easier to add trust symbols, highlight preferred payment and shipping options, track customer events, and streamline the checkout experience, ultimately reducing cart abandonment. > What’s great about all of these new features is that merchants will be able to take advantage of them immediately. Since Shopify announced Checkout Extensibility we’ve been helping our clients prepare for the transition and we’re excited to see how it's going to help their businesses grow. And if you’re a Shopify Plus merchant that hasn’t put much – or any – attention towards Checkout Extensibility, don’t panic. There’s time. Domaine can help.**_ > _**- Max Rolon, CTO It’s worth noting that once Checkout Extensibility takes the place of checkout.liquid, any previous alterations made to your checkout process will stop functioning. This includes any applications like Google Tag Manager that load via the checkout.liquid file and interact with the checkout process. ## Key Features that Deliver the Benefits of Checkout Extensibility Checkout Extensibility’s flexible suite of APIs will give shop owners more control across the entire checkout experience. It’s app-based, almost entirely code-free, upgrade-safe, higher-converting, and fully integrated with Shop Pay. Let’s dig in. ### Checkout Branding Merchants can now easily customize the look and feel of their checkout experience, without editing any code. You can use the new drag-and-drop checkout editor to customize colors and fonts, add a logo to your checkout header, and change the background of your checkout form or order summary. Plus, you can switch from the familiar three page checkout to the newly released one-page checkout. ![Desktop and mobile screenshots of the Checkout admin](https://cdn.sanity.io/images/cxeknc6v/production/1b9be17e7c3c103fde7d15362c2680679eb6e9e7-2880x1276.jpg?w=1600) With the new [Branding API](https://shopify.dev/docs/apps/checkout/styling), developers can help merchants make advanced customizations—like applying custom fonts, adding a favicon, changing heading sizes, or adding rounded corners to buttons. ### Checkout Extensions Shopify Plus users can further optimize the checkout experience by inserting components at defined points in the checkout flow. [Checkout UI extensions](https://www.shopify.com/partners/blog/checkout-ui-extensions) let you add custom elements like contact modules, FAQ sections, loyalty programs, trust badges, additional fields forms and upsell widgets. ![A screenshot of some of the available Checkout extensions](https://cdn.sanity.io/images/cxeknc6v/production/a88343e1008eac9eeeeb3c6a73520b35734e0a37-2880x1276.jpg?w=1600) Best part? [These extensions automatically show up in both guest checkout and Shop Pay and work in all or most accelerated or express checkout options](https://help.shopify.com/en/manual/checkout-settings/checkout-extensibility/checkout-apps). And they adapt to the various checkout flows, so the user experience is consistent no matter where the buyer checks out. #### Integrated Analytics Every Shopify seller knows analytics are crucial to growth. Checkout.liquid offered limited options for understanding customer behavior – and most of them required custom scripts or a third-party tag manager. Now, with Checkout Extensibility, Shopify Plus customers can tap into customer data across multiple touchpoints like checkout page or cart abandonment – via a number of integrated apps that require no code. It’s worth noting though that there are some analytics tools like Google Tag Manager that do not have an integrated app and still require custom development. #### Shopify Functions Shopify Functions will replace Shopify Scripts, but not until August 2025. Until then, Scripts will be compatible with portions of Checkout Extensibility, including one-page checkout. That said, Functions is a major addition to the ecosystem. Merchants can use Shopify Functions to extend or replace Shopify's own built-in business logic – and there are multiple use cases. ![Screenshot of Bombas checkout with gift messaging feature](https://cdn.sanity.io/images/cxeknc6v/production/e0bf2e2db422681f7e2c1829dcc9559bc93949fa-2880x1276.png?w=1600) For example, you could build a Function to offer discounts on specific products or all products in a cart. Or you could offer tiered discount options, such as free shipping on orders over a certain amount, or “spend $X, get Y% off.” You can even define your own logic for how Shopify should fulfill an order and what payment options to display. ## How to Prepare for the Transition to Checkout Extensibility The good news? Merchants have time. But not that much time. Shopify Plus merchants should start planning the upgrade to Checkout Extensibility now. Here’s how. ### Timeline and Steps Let’s revisit those dates. By August 2024, Checkout Extensibility will become the sole way to customize Shopify Checkout. As a result, checkout.liquid has been deprecated and will be turned off in two stages: - **August 13, 2024** - Information, Shipping and Payment pages turned off - **August 28, 2025 **- Thank You and Order status pages, including apps using script tags and additional scripts, turned off ![Graphic highlighting the deadline of August 28th 2025 for Checkout.liquid to be turned off](https://cdn.sanity.io/images/cxeknc6v/production/bda6afa5a1ef47f90f14358fe7a743fd384bc7b8-2880x1276.jpg?w=1600) We suggest the following steps to prepare: 1. **Review your current customizations** - To see a list of your current customizations with high level guidance on how to rebuild them in Checkout Extensibility, go to Settings > Checkout in your Shopify admin and view your customizations report. 2. **Define your project scope** - Assessing your current customizations will help you determine which parts of your shop will be affected and how much work you’ll need to do to get up-to-date. 3. **Build and test your new checkout **- Next, you can begin building and testing your new checkout. Customize your checkout, Thank You and Order Status pages by adding apps or editing your branding. Set up optional pixels or additional first-party features. 4. **Deploy and optimize** - Once you’ve reviewed your changes, it’s time to deploy and optimize your new checkout. Learn more about customizing and editing your checkout [here](https://help.shopify.com/en/manual/checkout-settings/checkout-extensibility). **Thinking you’ll need some guidance navigating all of this? **The Domaine team is here to help. Email us at [hello@domaineworldwide.com](https://domaineworldwide.com/contact/). ### Additional Resources Shopify has put together a number of resources to help online shop owners get update-ready: - [The official Shopify Checkout upgrade guide](https://help.shopify.com/en/manual/checkout-settings/checkout-extensibility/checkout-upgrade) - [Explore Checkout Extensibility apps on the Shopify App Store](https://apps.shopify.com/stories/guide-checkout-extensibility) - [Learn how to build checkout apps in the Shopify dev docs](https://shopify.dev/docs/apps/checkout) There are also short demo videos for Checkout Extensibility and pixels: - [Shopify Checkout with Checkout Extensibility](https://www.youtube.com/watch?v=tkGQaH9Hslc) - [How to add or modify custom pixels in your Shopify Store](https://www.youtube.com/watch?v=o82QdfHIwt8) - [How to customize Shopify with extension-only Apps](https://www.youtube.com/watch?v=ovjKpete5Yw) As well as some helpful blog posts: - [5 Ways to Customize Shopify Checkout](https://www.shopify.com/enterprise/customize-shopify-checkout) - [10 Ways to Customize Checkout with Checkout Extensibility](https://www.shopify.com/partners/blog/customize-checkout) - [Shopify Functions: The New Way to Extend and Customize Shopify](https://www.shopify.com/enterprise/shopify-functions) ## Checkout Extensibility is Game-Changing Shopify’s transformation from checkout.liquid to Checkout Extensibility represents a game-changing opportunity for Shopify Plus merchants. The upgraded ecosystem unlocks new ways to tailor checkout flows to your needs and provide a stellar customer experience, without sacrificing stability or security. The transition may seem daunting at first. But with a bit of planning and the right support, the advantages will outweigh the struggles in the long run. While this guide serves as a jumping off point, we’re here to help with any additional questions. Just send an email to [hello@domaineworldwide.com](https://domaineworldwide.com/contact/). _(Contact form: Your brand has a bright future… Let’s build it.)_ ### Expanding e-commerce internationally? Avoid these rookie cross-border mistakes https://domaineworldwide.com/insights/commerce-insights/expanding-e-commerce-internationally-avoid-these-rookie-cross-border-mistakes/ Is your Shopify store or e-commerce business planning to expand into new territories, or already operating cross-border? Then you might be interested in the mistakes that are commonly made by brands when going international. In his function as Regional Manager Benelux at Global-e, Alexandre Zhao is in an excellent position to observe those mistakes over and over again. Global-e is a Merchant of Record (MoR) and Shopify partner, and the leading platform to power and enable global DTC e-commerce retailers and brands. At Domaine Europe request, Alexandre shares the three rookie moves he often sees when merchants start selling across the world, and offers his insights and recommendations in this blog. ## This blog covers: 1. Establishing local fulfillment/warehousing 2. Website translation without localization 3. Driving traffic to a non-localized online store ### 1- Establishing local fulfillment or warehousing Alexandre: “Often, merchants expanding into new markets start by setting up local fulfillment operations, either through a 3PL partner or by opening their own warehouse. While this approach may seem essential for international shipping, it can often lead to unnecessary costs.. This strategy aims to offer faster shipping times, leverage local expertise, and focus solely on that market. However, the return on such a project often doesn't justify the investment.” **Why this is a mistake** Alexandre explains: “Data reveals that the conversion rate improvement from faster shipping times often doesn't compensate for the increased operating costs. Additionally, the time-to-market for setting up local fulfilment can be lengthy, involving tasks like finding and qualifying a reliable local fulfilment partner, integrating systems, securing a suitable location, etcetera. Establishing a local stockholding operation could end up limiting the product catalogue. Even if the full catalogue is available, managing stock remotely adds significant complexity and cost, including duty fees. To give an example: a European merchant relocating stock to the US will have to pay taxes and duties on the imported items when they’re above the local duty-free threshold of 800 USD. However, if the merchant’s AOV is under this amount, then orders sold directly from Europe to US customers will not be liable for duties. A cross-border shipping approach would avoid these additional charges, except for those cases where the basket value surpasses the threshold.” **What merchants can do differently** Alexandre: “At Global-e we have assisted numerous merchants in analysing these scenarios, helping them optimise their local operations setup and reduce operational costs. We have found that merchants should keep their full-scale domestic operation in other markets only if the annual revenue from that country justifies the investment. With Global-e merchants can seamlessly sell worldwide, from their own market’s domestic warehouse, without the need to maintain a complex operational setup or establish overseas hubs, to drive cost-effective international expansion.” ### 2- Translation without localisation Alexandre: “Merchants often believe that translation is a crucial first step in international e-commerce expansion, particularly within the EU. The underlying idea is to localize the shopping experience through language, while overlooking more critical factors like local currency, local payment methods, cross-border taxes and duties, local compliance, and relevant delivery and return options.” **Why this is a mistake** As a starting point, translation is not a bad decision — but it shouldn’t be the first step. Alexandre: “An English-language website is often sufficient to initiate international efforts. Today's savvy online shoppers are more visually oriented and accustomed to the standardized user interfaces and experiences offered by various e-commerce brands.” However, without a comprehensively localised buying experience, translation alone is often ineffective in driving conversion and growing sales. “While translation can be valuable, especially for markets with proven potential, it’s not enough.” This is Domaine’s Europe observation as well. Different countries or regions not only have different languages, but also different shopping preferences – from currency and rounding rules to delivery and return options. Your store might attract a completely different audience in another country, they prefer different payment and shipping methods, celebrate different holidays, or have standard sizes different from the ones in your store’s home market. **What merchants can do differently** Alexandre: “To drive conversion in global markets, start with localizing your online store and offering consumers an experience that is closely modelled on what they are used to when buying domestically.” Many visitors will be put off by anything that doesn’t fit their expectations, and either lose trust or simply move on when things get too unfamiliar. After the main obstacles that prevent shoppers from buying cross-border are removed, such as currency and unclear final cost of their purchase, merchants can then look into specific markets where translation could further boost conversion. ### 3- Driving traffic to a non-localised store Alexandre: “In today’s global digital landscape, shoppers worldwide discover brands outside their country via social media. Merchants often invest in marketing to drive traffic to their e-commerce stores. However, without a fully localized shopping experience to meet diverse shopper expectations, they are unable to convert international traffic into sales and maximise their marketing efforts.” **Why this is a mistake** Alexandre: “This is the online equivalent of a bland, visually unappealing brick-and-mortar store offering terrible service and turning customers away, while heavily investing in big billboards on prime locations to advertise the store. An online store that is not localized or even transactional to visitors from certain countries will not convert international online shoppers.” **What merchants can do differently** By tailoring the experience to the local preferences of each market, including currency, pricing, taxes and duties management, payment methods, shipping and returns, merchants can deliver a seamless customer experience, boost conversion and significantly improve the return on advertising spend. ### How to expand globally in 2025 Alexandre: “In 2025, profitability is paramount. Diversifying international presence could help merchants generate new revenue streams and mitigate economic slowdowns. While focusing on top-line growth, it's essential to offer a compelling value proposition across markets while maintaining a detailed profit and loss (P&L) strategy to ensure profitability across 200+ markets. A one-size-fits-all approach is ineffective, therefore the time to act local and be global is stronger than ever.” Of course this is a complex undertaking. Hence, many e-commerce businesses partner up with a Merchant of Record: a global enabler that acts as a proxy for your company in other countries, under its local entity. As such, it can take care of tax registration, compliance and payment, and import regulations, while handling all international logistics for the merchant. **** ![Rokie Mistake 1](https://cdn.sanity.io/images/cxeknc6v/production/d30b39f376d1094eae817d22284b5fe36839ffb6-673x657.webp?w=1600) ![Rookie Mistake 2](https://cdn.sanity.io/images/cxeknc6v/production/d30b39f376d1094eae817d22284b5fe36839ffb6-673x657.webp?w=1600) ### How to choose the right international setup for your business Looking for the best setup to expand your business to new countries? Domaine Europe has helped a number of clients such as **Alpinestars**, Mercer Amsterdam and **Kabrita** to scale across the globe, including Europe, the UK, the USA and the Middle East. Interested in partnering up with Domaine Europe, or looking for advice on using Global-E? **Get in touch**! ### How To De-Risk Ecommerce Platform Migrations https://domaineworldwide.com/insights/technology/how-to-de-risk-ecommerce-migrations/ Staying on the wrong ecommerce platform often creates more risk than replatforming. This article explains where migration risk really comes from—and how enterprise brands avoid failure through structured discovery and phased execution. Brands that struggle during replatforming don’t fail because Shopify, Salesforce Commerce Cloud, BigCommerce, or a custom stack are “too hard to migrate to/from.” They tend to share common failure modes: insufficient discovery, overly aggressive timelines, and late-stage surprises around data, integrations, or SEO. In contrast, brands that succeed treat migration as an engineering discipline, not a leap of faith — here’s how. ## The uncomfortable truth: your current platform is already risky One of the most counterintuitive insights in enterprise migrations is that the “safe” option, staying on the existing platform, often carries more unacknowledged risk than replatforming. That risk typically manifests as: - Business-critical logic embedded in undocumented custom code - Platform upgrades deferred due to fear of regression - Integration chains that only work because “they always have” - Deployment processes that rely on a small number of individuals or partners - Peak trading periods that require weeks of preparation and manual coordination None of this shows up in uptime dashboards or revenue reports. But it creates fragile operating conditions, where small changes can have disproportionate impact. Replatforming exposes this risk, which is why it feels dangerous, but it doesn’t create it. *Note: Sometimes the problem really is your new platform, which is why it’s important to take the time, even before discovery, to understand what is the right platform based on business goals and needs and not a platform to replicate how things are already being done. Understand that a new website might look and work different, and that's okay. ## Understanding where risk really originates Most migration risk can be traced to uncertainty. Teams underestimate the extent of custom logic embedded in the platform, overestimate how easily data will translate, or assume integrations will behave identically in a new environment. Risk increases further when migrations are framed as “lift-and-shift” exercises. Carrying legacy workflows forward without reassessment preserves complexity while removing the context that once justified it. ### Four structural failure modes Across enterprise migrations, failure patterns are remarkably consistent. A failed ecommerce platform migration often shows up as prolonged site downtime, broken checkout flows, or lost customer data that immediately erode trust and revenue. It can also manifest more subtly through degraded performance, SEO losses, or incomplete integrations that increase operational friction long after launch. All of which can be bucketed into four key structural issues: **1. Treating migration as a “lift and shift”** The most common mistake is attempting to recreate the existing platform, quirks, workarounds, and all, on a new foundation. This approach assumes that every existing workflow is still required, every customization is still valuable and every integration should behave identically. Whereas, in reality, many of these elements exist only to compensate for limitations of the old platform. Migrating them over simply transfers complexity and risk into a new environment. The safest migrations are selective, they treat migration as an opportunity to distinguish between workflows that are genuinely revenue- or experience-critical, and complexity that exists purely to compensate for historical platform constraints. **2. Discovering complexity too late** Migration risk increases dramatically when critical complexity is uncovered during execution rather than discovery. Late-stage surprises frequently include things like promotions logic split across several tools, checkout behavior influenced by legacy middleware, or product data that behaves differently depending on market, channel, or fulfilment path. Data migration failures, in particular, are rarely about tooling but more about assumptions that were never written down. In many cases, teams also uncover “temporary” fixes that were never designed to survive a platform transition but now underpin key journeys. Mapping these challenges out the earlier the better can remove risk of delays, and allow time for decision making rather than trading off speed over soundness. **3. Optimizing for launch day instead of long-term operability** Another structural failure occurs when migrations are designed primarily to “get live,” rather than to operate well over time. In these cases, decisions are made to replicate existing behavior as quickly as possible, even if that behavior is brittle or inefficient. Manual processes are accepted as interim solutions, architectural compromises are deferred, and known issues are scheduled for “later.” The launch itself may be successful, revenue continues and customers notice little disruption. But post-launch, the organization finds that many of the same challenges they faced with their previous platform, remain. **4. Underestimating organizational change** Replatforming is not purely technical, it alters how teams deploy, test, release, and collaborate. A new platform changes deployment workflows, testing practices, content publishing, and ownership boundaries. Risk increases when these shifts are not explicitly managed, like when engineering workflows change but ownership doesn’t, or when marketing teams gain more control without guardrails and operations teams inherit new tooling without adequate training. In these situations, technical risk is replaced by organizational risk. ## A phased approach to risk reduction Successful migrations tend to follow a phased structure. Each phase exists to surface a different kind of uncertainty and resolve it before it can compound later: **Discovery** is where unknown risk becomes visible. Rather than a lightweight requirements exercise, effective discovery focuses on how the current platform actually behaves: where undocumented logic lives, how integrations really interact, and which assumptions are embedded in the data model. **Planning** converts complexity into sequence. Instead of treating the platform as a single system that has to move all at once, teams decide what actually needs to exist on day one, what can follow later, and what shouldn’t be carried forward at all. **Execution** is deliberately incremental. Data is migrated in stages, integrations are rebuilt in isolation, and checkout or promotions logic is implemented using modern extensibility models rather than tightly coupled custom code. Assumptions are validated early, while there is still time to adapt, rather than at the point of launch. **Post-migration optimization** closes the loop. Launch alone does not prove a migration was successful. Risk only truly declines when the organization can ship faster, operate with less manual oversight, and handle change with greater confidence than before. ## The strategic decision to not migrate everything One of the most effective ways to reduce migration risk is to make an explicit decision about what _shouldn’t_ be migrated. In enterprise replatforming projects, a significant portion of existing workflows exist solely to compensate for limitations of the current platform rather than to serve an enduring business need. These include promotion logic duplicated across tools, checkout scripts layered on top of native functionality, region-specific data rules that emerged through historical workarounds, and operational processes built to bridge gaps between tightly coupled systems. When teams attempt to migrate these workflows unchanged, they increase scope, introduce unnecessary testing complexity, and recreate brittle dependencies in the new platform. In practice, these inherited elements are also the most likely to fail during migration because they rely on undocumented behavior or implicit assumptions that no longer hold. Deciding not to migrate these workflows is about reducing structural risk. It allows teams to rebuild critical journeys using native platform capabilities rather than historical constraints. The result is not only a lower-risk migration, but a platform that is easier to operate and evolve after launch. ## Conclusion Replatforming doesn’t have to be disruptive. When approached with discipline and intent, it can be one of the most stabilizing initiatives an organization undertakes. For a detailed, enterprise-tested migration frameworks that prioritizes risk reduction, read our migration guides: - [Custom to Shopify: The Enterprise Migration Guide](https://domaineworldwide.com/custom-to-shopify-migrations/) - [Salesforce Commerce Cloud to Shopify: The Enterprise Migration Guid](https://domaineworldwide.com/sfcc-to-shopify-migrations/)e - [Adobe Commerce (Magento) to Shopify: The Enterprise Migration Guide](https://domaineworldwide.com/adobe-to-shopify-migrations/) - [Big Commerce to Shopify: The Enterprise Migration Guide](https://domaineworldwide.com/bigcommerce-to-shopify-migrations/) # ### Domaine x Pattern: Why Experience-Led Design Matters More Than Ever https://domaineworldwide.com/insights/domaine-news/why-experience-led-design-matters-more-than-ever/ As AI and platform technology reshape commerce, UX and brand experience guide how those tools are applied. Here’s why Domaine acquired Pattern and how the combined team helps brands build with clarity, consistency, and intent. For years, ecommerce agencies have fallen into two familiar camps. On one side, highly creative studios doing beautiful work that’s hard to scale. On the other, execution-focused teams delivering functional sites that check every requirement, but struggle to feel distinct. Domaine and [Pattern](https://www.thisispattern.com/) were each built to challenge that divide. ![Marko & Isaac walking through an office](https://cdn.sanity.io/images/cxeknc6v/production/d05e3b95c4024a82a10429f7e4df4093e165cf4a-1920x1080.jpg?w=1600) Pattern has earned a reputation in the [Shopify](https://www.shopify.com/) ecosystem for brand identity and experience-led design. Domaine became known for engineering excellence, operational rigor, and delivering complex builds on time. Different strengths, same belief: great digital work demands both craft and execution. As AI and platform technology continue to level the playing field, that belief matters more than ever. Tools are becoming faster, cheaper, and easier to access. What’s harder to replicate is how a brand shows up, how it feels to interact with, and how clearly it expresses who it is. User experience and 1:1 personalization have become a primary brand differentiators. That’s the foundation behind Domaine’s acquisition of Pattern. [Watch video](https://www.youtube.com/watch?v=tC9Aew_COpk) In a recent conversation, Domaine’s President and Co-Founder, [Marko Bon](https://www.linkedin.com/in/markobon/), sat down with Pattern Co-Founders, [Mike Janiak](https://www.linkedin.com/in/mjaniak/) and [Isaac Newton](https://www.linkedin.com/in/isaacenewton/), to talk about why this partnership made sense. What was clear in the conversation was an overwhelming sense of alignment between the two teams: on craft, on standards, and on how important it is to care deeply about the work. Pattern was looking for a partner who shared the same attention to detail and respect for quality. Domaine saw an opportunity to bring together two complementary disciplines: brand-led design and enterprise-grade development. Together, the teams can deliver experience-driven commerce at a scale the industry hasn’t seen before. For clients, the impact is immediate. Pattern’s award-winning design now connects with deeper strategy, stronger tooling, and enterprise development capabilities. Domaine clients gain access to brand and identity work that pushes new boundaries to create real differentiation. This matters as more Fortune 50 and Fortune 100 brands move to Shopify. These teams are thinking carefully about how their brand translates in a digital ecosystem, and they’re looking for partners who understand that technology alone isn’t enough. Translating a brand online takes care, intention, and a genuine respect for what makes it unique. What ultimately brought these teams together was culture. A shared commitment to excellence. A belief that you can’t fake craft. And the idea that the best work happens when everyone is rowing in the same direction. We’re excited to welcome Pattern into the Domaine family and begin this next chapter together. **About Pattern** — [Learn More](https://www.thisispattern.com/) ![Mike, Isaac, and Marko in an office](https://cdn.sanity.io/images/cxeknc6v/production/53ef26b71d37716151954296a563651e910fbe38-1920x1080.jpg?w=1600) ![Mike, Isaac, and Marko walking](https://cdn.sanity.io/images/cxeknc6v/production/0df2544934ac22c97fa84b33b99d18287627715c-1920x1080.jpg?w=1600) ![Mike and Marko hugging, and Isaac coming into the hug](https://cdn.sanity.io/images/cxeknc6v/production/b87eb788e27f247d1952273a62cddc9ef482c7ae-1920x1080.jpg?w=1600) ![Marko & Isaac walking](https://cdn.sanity.io/images/cxeknc6v/production/bec26a6d9f792162bbb6770ac2f73609ffebefb3-1920x1080.jpg?w=1600) ### Why Today’s Biggest Ecommerce Challenges Point to the Same Underlying Problem https://domaineworldwide.com/insights/commerce-insights/biggest-ecommerce-challenges-point-to-the-same-problem/ Discover why today's biggest ecommerce challenges: from AI adoption and international expansion to margin pressure and customer experience, all point back to your commerce platform. Learn how Shopify and digital transformation create a foundation for long-term growth. They are recurring themes in the conversations we have with ecommerce leaders across markets, whether they are running a global retail business, scaling a growing brand, or managing a complex B2B operation. The details may differ, but the pressures usually fall into five categories: - Protecting margin while doing more with leaner teams - Preparing the business for AI and faster innovation - Moving beyond the limitations of legacy technology - Expanding into new markets without increasing operational complexity - Improving the customer experience while controlling costs Each challenge is significant in its own right. However, treating them as five separate problems can make them harder and more expensive to solve. ## The common issue behind all five challenges A commerce platform influences far more than the storefront. It affects how quickly teams can launch new features, how much engineering support is required, how easily the business can enter new markets, how well data moves between systems, and how much it costs to maintain the overall operation. When the platform is flexible, modern, and continuously improving, it supports change across the business. When it is heavily customised, expensive to maintain, or slow to evolve, every new priority becomes more difficult. This is why margin pressure, AI readiness, international expansion, customer experience, and legacy technology are closely connected. In each case, the business is asking its commerce platform to support a level of speed, efficiency, and adaptability that it may no longer be able to provide. ## Margin pressure: when too much budget is spent maintaining the status quo Protecting margin is difficult when a large share of the ecommerce budget is tied up in platform maintenance, custom development, licensing, integrations, and manual processes. In these environments, even small improvements can require significant technical effort. As a result, budget that could support growth is spent keeping the existing operation running. A modern commerce platform can reduce this burden by replacing bespoke functionality with maintained, native capabilities and a broader ecosystem of tested integrations. This lowers the amount of custom code the business must own and reduces its dependence on specialist development resources. For ecommerce leaders, the benefit is not simply a lower TCO. It’s greater control over where budget is invested. Reducing the cost of maintenance creates more room for customer acquisition, retention, international growth, and experience improvements. ## AI and innovation: when the platform can’t keep pace with change AI is changing how consumers shop with brands. At the same time, ecommerce teams are being asked to leverage AI to improve processes and respond more quickly to changes in customer behaviour. A platform can hold this work back in several ways. Product data may be fragmented across systems. Integrations may be difficult to update. New functionality may depend on lengthy development cycles. In some cases, the platform may not be progressing quickly enough to support the capabilities the business now needs. Migrating to a platform that is continuously developed reduces this gap. Shopify regularly introduces new commerce capabilities across areas such as AI, merchandising, internationalisation, checkout, automation, and operations. Brands can benefit from that progress without having to build and maintain every capability themselves. This doesn’t remove the need for a clear AI or innovation strategy, but iIt gives the business a stronger foundation from which to execute one. ## Legacy technology: when the platform becomes the roadmap Legacy platforms rarely stop working completely. More often, they become steadily more difficult to change. New ideas are assessed according to what the existing system can support rather than what would create the greatest value for the business or its customers. Moving to a modern platform gives the business an opportunity to simplify. Modern commerce platforms can replace many legacy components with a more standardized foundation, while still allowing brands to create differentiated experiences where customization adds real value. The goal isn’t to eliminate every form of complexity, but remove unnecessary complexity so that technical effort can be focused on areas that contribute directly to growth. ## International expansion: when every new market becomes a new project On older or fragmented systems, launching a new market may require a separate storefront, additional integrations, duplicated content, new payment configurations, manual operational processes, and further custom development. Each launch adds more technology to maintain and more complexity for internal teams to manage. A platform designed for international commerce changes the model. Shopify allows brands to manage multiple markets, currencies, languages, domains, payment methods, and local experiences from a more unified foundation. This makes it easier to create repeatable launch processes rather than rebuilding the operating model for each region. The business still needs to make decisions about localisation, fulfilment, tax, pricing, content, and customer experience. The difference is that the platform supports those decisions instead of turning each one into a separate technical project. ## Customer experience: when good ideas are limited by delivery capacity Brands are under constant pressure to improve the customer experience. They need faster sites, clearer product information, more relevant content, better merchandising, stronger personalisation, and smoother purchase journeys. The challenge is often sourcing the time and cost required to implement them. On legacy platforms, even straightforward improvements may need custom development. This creates competition for engineering resource and forces teams to choose between maintaining the platform and improving the experience. A modern platform gives ecommerce, marketing, and product teams more control. Shopify provides a strong set of native commerce capabilities, while its ecosystem allows brands to add specialist functionality without rebuilding the core platform. This means custom development can be reserved for the experiences that genuinely differentiate the brand, rather than being used to recreate standard commerce functionality. ## Why migration alone doesn’t deliver digital transformation None of this works, though, as a series of disconnected projects handed to whichever vendor is available. It works when there's a partner thinking about all five of these pressures together. A digital transformation partner should help a business understand how to use a platform migration to achieve its wider goals. That includes connecting platform decisions to margin, international growth, AI readiness, customer experience, and operational efficiency. It also means working across departments. Ecommerce, marketing, technology, operations, CRM, and customer service may all be affected by the migration, and each team needs to understand how the new foundation changes what is possible. ## What ecommerce leaders should do next The first step is to stop assessing these five challenges in isolation. A business may have separate projects for AI, international growth, customer experience, cost reduction, and platform modernisation, but the decisions made in each area will affect the others. Leaders should begin by reviewing whether the current commerce platform can support the organisation’s plans over the next three to five years. That review should consider: - How much budget and internal resource is spent maintaining the current platform - How quickly teams can launch new features, campaigns, and integrations - Whether product and customer data can support AI and new commerce channels - How much additional complexity is created when entering a new market - Whether customer experience improvements depend too heavily on engineering resource - Which customisations create genuine business value and which are compensating for platform limitations - Whether teams and departments are aligned around the same commerce roadmap From there, the business can determine whether incremental improvements are enough or whether the platform itself has become the main constraint. Where migration is needed, the programme should be defined around business outcomes rather than technical delivery alone. The objective should not simply be to replace one platform with another. It should be to reduce total cost of ownership, improve the pace of change, simplify expansion, support innovation, and give teams a more effective way to deliver growth. The five challenges facing ecommerce leaders are not going away. However, they become much easier to address when the business has a commerce platform capable of supporting them together. And a successful digital transformation ensures the rest of the organisation is ready to use it. If you’re facing one or more of the challenges mentioned in this article, and need support from a proven Digital Transformation Partner**, [reach out to our team today.](https://domaineworldwide.com/contact/)** ### Shopify Editions Summer ‘24: Key Announcements & Implications for Brands & Developers https://domaineworldwide.com/insights/technology/shopify-editions-summer-2024/ In this article, our Shopify technology & engineering team breaks down the most impactful updates from Shopify Editions Summer 2024 for brands and developers. At the recent Shopify Editions.dev conference, updates and announcements as part of Editions Summer ‘24 have set the stage for exciting developments in the world of ecommerce. The Domaine team was on the ground in Toronto, attending workshops, talks, and events across the conference. [Watch video](https://www.youtube.com/watch?v=KBBqpFDF-pw) During the after after-party at the Toronto Partner Meetup after Editions.dev, we interviewed leaders in the industry to get a pulse on what releases and announcements have the biggest potential to impact the industry. We captured a variety of perspectives from brands, partners, and competitors alike. Our Tech Leads Allye Vice, Christina Douzmanian, and Meder Toktosunov, Technical Solutions Architect Sean Dunaway, and Senior Engineer Colin Rabyniuk summarized and analyzed the key highlights, announcements, and implications from Summer ‘24 Editions below, diving into our perspectives on what these changes mean for brands and developers alike. ## Managed Markets: Simplifying Global Expansion [Watch video](https://www.youtube.com/watch?v=XzfkK1iyApQ) While Shopify's journey began with small and medium merchants in North America, they have since expanded into a global platform leader fit for international enterprise brands. As their merchants grew in size and their ecommerce operations became more complex, Shopify has released product update after product update to meet these requirements head on. Many of the updates announced at Editions Summer ‘24 further solidify Shopify’s position in the enterprise space. Managed Markets is an upgrade to the previous Markets Pro offering, as part of Shopify’s efforts to unify commerce between channels. The new capabilities of Managed Markets have the potential to help merchants enter foreign markets in a matter of days (and not months) while maintaining high conversion rates. ### Key Improvements - **Customized & Unified Catalog: **Ability to set localized product catalogs and pricing per region, without the need to split inventory between regions. - **Streamlined Product Catalog Restrictions Management:** Detailed annotations help merchants comply with local restrictions, avoiding legal or monetary penalties. - **Duties & Taxes:** Flexibility to add duties and taxes directly in product prices to reduce the sticker shock at checkout. - **More Shipping Options:** Added shipping options for cross-border orders enhance conversion rates. - **Order Editing:** International orders can be edited within Shopify admin, along with automatic recalculation of duties, taxes, and currency. Simplified operations allow merchants to spend more time focusing on customers. - **Market-Specific Entities:** Ability to associate market-specific legal entities in one Shopify store allows merchants to receive payouts to different entities depending on the market and improves local accounting compliance. ### What This Means for Brands These improvements make it easier for existing Shopify merchants to expand globally and removes barriers for more enterprise brands to migrate to the platform. Managed Markets falls under Shopify’s new Markets product-suite, which includes cross-border, retail, and B2B offerings that all work together to create unified commerce under a single admin. By reducing the complexity of entering new markets, Shopify is positioning itself as the go-to platform for global ecommerce. ## Extensibility: Amplifying Shopify’s Checkout Experience [Watch video](https://www.youtube.com/watch?v=Yo1FInublGY) It’s clear Shopify’s checkout is the fastest and highest converting checkout in ecommerce. Shopify has invested deeply in continuously improving their checkout, and the latest announcements made at Editions are no exception. They announced enhanced capabilities that have the potential to have a big impact on how customers interact during both the shopping and checkout processes. ### Key Releases: - **Expanded Scope for Checkout and Order Pages:** Expanded capabilities for customizing checkout and order pages (Thank You & Order Status) using the checkout and accounts editor, with ability to build custom apps directly on those pages. - **Address Autocomplete API:** Ability to replace the default Shopify autocomplete provider for billing and delivery addresses, to offer address autocompletion and formatting for countries not supported by Shopify natively. - **Header and Footer Customizations:** Customizing the header and footer sections of storefronts with controls for color and spacing as well as hiding native components to replace them with UI extensions. - **Enhanced Branding API:** New branding capabilities, including support for divider styles and color schemes across all sections of the checkout, to ensure that every aspect of the customer experience aligns with the merchant’s brand identity. - **Metadata for Local Pickup Options:** Integrating UI extensions with metafields now enables merchants to improve local pickup options in checkout with additional information. - **Customer Privacy API**: This API facilitates the collection of privacy consent through a sheet component, ensuring that UI extensions are fully compliant with regional privacy laws and regulations. - **Customizations Report for Migration:** To support migration of checkout customizations to UI extensions, Shopify now offers an AI-powered report which identifies customizations and provides direct match app recommendations. - **Split Shipping:** Shopify now supports split shipping in checkout, allowing merchants to specify different shipping methods for individual items within a single order. - **Additional Tools and Features:** Other notable updates include a switch UI component for easy toggle settings, a pickup points generator function for checkout, and improved management of extensions through enhanced grouping and default placement suggestions in the editor. ### What This Means for Brands These updates provide safe and secure ways for brands to personalize their checkout experience depending on their business and operational requirements. These updates also provide merchants increased ability to extend the brand experience throughout checkout, without compromising on performance and conversion. ## Shopify’s Product Data Model: Improving Product Discovery Another significant announcement from Editions is Shopify's new standardized product taxonomy. This predefined set of product categories, attributes, and attribute values is designed to enhance product management and streamline sales across various channels. ### Key Features: - **Standardized Product Taxonomy:** Predefined set of product categories, attributes, and attribute values. - **AI-Powered Recommendations:** Suggests appropriate product categories and attributes to streamline listings. - **Automatic Product Options:** Adds specific options based on product category. - **Cross-Platform Selling:** Supports cross-platform selling on Facebook and Google. - **Open-Sourced on GitHub:** Developers can add new categories to the taxonomy as needed. ### What This Means for Brands This new product data model can speed up how brands create and classify products, improve cross-channel sales, and most importantly, drive increased discoverability of products, all powered by AI. Not only does it optimize product listings on a merchant’s ecommerce site, it also provides consistency and efficiency in managing extensive product catalogs. ## New & Improved Storefront APIs and Functions: Enhancing the Developer Experience [Watch video](https://www.youtube.com/watch?v=fSYGjh0rmcA) This Editions introduced several new features and improvements to Shopify's APIs and Functions, aimed at creating a more consistent and efficient developer experience. ### Key Updates: - **POS Checkout UI Extensions:** POS Checkout UI Extensions will now utilize the same packages as Checkout and Admin UI Extensions. This unification reduces friction for developers, providing a consistent experience across different Shopify implementations. - **Customer Account API: **This powerful API offers a comprehensive range of personalized, customer-authenticated options, creating more options for customers to manage their orders, profiles, and more. Shopify has also added the ability to write customer metafields, allowing brands to collect unique data from customers, such as size or style preferences, thus enhancing the ability to offer tailored experiences. - **GraphQL & REST APIs:** Shopify is committed to achieving complete parity between their GraphQL and REST APIs. GraphQL APIs allow more precise data retrieval in a single query whereas REST APIs typically require multiple calls to gather the required data. Shopify is ensuring that anything possible with the REST API can also be accomplished with the GraphQL API. Additionally, Shopify is working on reducing cost complexities when calling their GraphQL APIs. These changes open the doors for merchants in several ways: 1. **Improved Efficiency:** GraphQL APIs can streamline data fetching, reducing the need for multiple requests and improving performance. 2. **Greater Flexibility:** Merchants can retrieve precisely the data they need, minimizing bandwidth usage and simplifying data handling. 3. **Cost Savings:** By reducing the complexities and costs associated with API calls, merchants can optimize their resources and potentially lower operational expenses. ### What This Means for Brands While these changes may be most exciting for the technical folks, they will have a big impact for merchants. These efficiencies will improve development speed and platform performance, with the potential to reduce operational costs for brands. It’s another example of Shopify’s continued commitment to innovation. ## Updates to App Growth: Building Trust with “Built for Shopify” The "Built for Shopify" badge for apps is not new, but the conference provided more clarity on what it represents within the Shopify ecosystem. It signifies high trust; only apps that meet Shopify’s rigorous criteria for performance, design, and integration are badged, signaling to merchants that they are a good match for their needs. ### Standards for “Built with Shopify” **Performance:** Apps must perform well for both buyers and merchants, with tools like Lighthouse used for testing. **Design:** Apps should be informative, manageable, and intuitive, following guidelines that cover common and critical design patterns. **Integration:** Seamless integration to Shopify is crucial, with no need for additional logins and third-party connections outside of the Shopify admin. ### What This Means for Brands For Domaine and our clients, even though we are not directly involved in third-party app development, understanding these standards helps us trust and recommend apps. Aligning our standards with Shopify and expanding upon them helps us propose the best technology for our clients. ## Hydrogen Visual Editor: New Possibilities for Headless [Watch video](https://www.youtube.com/watch?v=BJuS1yYyYi0) Another interesting announcement at Editions.dev was the introduction of the Hydrogen Visual Editor powered by Utopia. This CMS tool has the potential to innovate how headless sites are managed by allowing users to edit the visuals and code of their site simultaneously, while syncing both. This development could open the door for non-technical team members to make certain updates to a headless site without the need for a developer. It’s exciting to see Shopify invest an increasing amount of time and effort into headless, in the way they previously did for Theme Editor. ### Key Features: - **Visual Editing:** The ability to view and edit the headless site means brands can see changes live before committing the code. - **Github Integration:** The Hydrogen Visual Editor can commit changes to the site directly to Github, positioning itself as the new source of truth for projects. However, questions remain about whether all users (including non-technical ones) will need Github accounts and how account types will be managed to ensure security and control. - **Full Project Tree Visibility:** Similar to tools like Figma, users will be able to see the entire project tree and how components and pages relate to one another. This makes it easier to locate components and can potentially speed up onboarding for new developers. ### What This Means for Brands Shopify is gearing up to bring key features of Theme Editor to the headless space. With the ability to make changes without a developer, brands can achieve greater agility and autonomy, even with a complex headless site. While the release is slated for the Fall, and there are still some uncertainties, the potential of this tool, particularly for enterprise brands, is undeniable. We’re eager to build demos and explore its capabilities further. ## Conclusion: Exciting Prospects Ahead This summer’s Editions.dev highlights Shopify’s commitment to innovation and empowering both merchants and developers to take full advantage of their platform capabilities. From the Hydrogen Visual Editor, to Managed Markets, and the robust enhancements in APIs and checkout extensibility, these updates promise to shake up the ecommerce landscape. While some features are still in development and expected to be released later this year, the anticipation is palpable. For brands and developers alike, these updates represent an exciting opportunity to build more dynamic, efficient, and personalized online shopping experiences. As our CRO Mac King mentioned during his interview, our team has a field day dissecting the announcements and updates when they are released. We look forward to experimenting with these new tools and building demos, and continue to build world-class experiences for our clients. _(Contact form: Your brand has a bright future… Let’s build it.)_ ### Why brands migrate from Salesforce Commerce Cloud to Shopify Plus https://domaineworldwide.com/insights/technology/why-brands-migrate-from-salesforce-commerce-cloud-to-shopify-plus/ High platform costs, limited agility, a small partner ecosystem and a slow pace of innovation: these are a few of the disadvantages of Salesforce Commerce Cloud that drive brands to migrate to Shopify Plus. Is your e-commerce store currently running on SFCC and is your contract nearing its expiry date? Then you might be interested in knowing how the platform compares Shopify Plus. In this blog, we share observations by experts and brands who migrated from SFCC to Shopify Plus, and give you an overview of the main differences between SFCC and Shopify Plus and provide insights from Paul Rogers, co-founder of Vervaunt, an expert in e-commerce replatforming, to give you a complete perspective on both platforms. ## 3 brands share their experiences with SFCC At Domaine Europe, the first client we migrated from Salesforce Commerce Cloud to Shopify Plus was the international [sports brand](https://www.code.digital/cases/oneill) [O’Neill](https://www.code.digital/cases/oneill). They explained: “We'd been working with Salesforce Commerce Cloud for years but didn't get the most out of the package we were paying for. Our management wanted a compact, dynamic system in which we could add new features more quickly. Shopify Plus was more affordable and offered more flexibility.” In 2023, Domaine Europe completed the migration of [Norwegian outdoor brand Tr](https://www.code.digital/cases/trimtex)[imtex](https://www.code.digital/cases/trimtex) from SFCC to Shopify Plus. Head of E-commerce and Digital Marketing Sarah Nilsen-Sparks recalls: “Salesforce was too big, too costly, and even though we had good IT people, we were restricted in what we could do ourselves. Dutch underwear brand [Muchachomalo](https://www.code.digital/cases/muchachomalo) left SFCC in 2024. E-commerce Manager Dylan van Gool explains: “Cost was always an issue with Salesforce. Besides the hefty 60k annual license fee, we needed developers for everything.” When their contract was about to end, Salesforce reached out with an offer to renew their contract and start using Salesforce Sales & Marketing Cloud as well. Dylan: “They claimed integrating the two platforms was easy, but our development agency estimated it would cost at least 100k and a lot of time. We already knew that integrations were difficult with Salesforce Commerce Cloud, as we found out when we wanted to move from MailChimp to Spotler. So that didn’t inspire a lot of trust for the future.” ### The disadvantages of Salesforce Commerce Cloud ## High cost All aspects of the Salesforce Commerce platform costs are very high. On average, the SFCC license fee is about 1-3% of your revenue. Development agencies are more expensive, bigger teams are required, and ongoing maintenance costs for new deployments and integrations are much higher than with Shopify (Plus). ## Limited agility Integrations are difficult with SFCC because it doesn’t offer a unified, integrated solution like Shopify, which has D2C, B2B, POS, and omnichannel functionality built-in and easily integrates with third-party solutions. Paul Rogers emphasizes the agility of Shopify: "Shopify is unrivalled in this area due to how they’ve architected the front-end and back-end of their platform, but Salesforce scores poorly here. In my experience, a feature that could be delivered in days in Shopify could cost hundreds of thousands in SFCC and you would need to assign a lot of internal resources to managing and testing." For example, implementing Apple Pay with SFCC can take weeks or even months and cost thousands of dollars. This slower pace of development and high customization costs contribute to SFCC's overall lack of agility. ### ## Slow pace of innovation In contrast to Shopify, which has been fully focused on e-commerce from its inception, Salesforce started as a CRM solutions company, which remains their main product. When they acquired Demandware in 2016 and renamed it SFCC, innovation on the platform dropped. Instead, Salesforce focuses on integrating SFCC with their other products, like Sales & Marketing Cloud. Paul Rogers notes, "Shopify constantly reduces barriers to users and allows for faster and easier feature development and optimization through their low-code route to market. This trend is driving commerce, and Shopify is leading the way." ### Salesforce Commerce Cloud vs Shopify Plus: a brief comparison Comparing SFCC and Shopify Plus is tricky due to their different approaches in functionality and pricing. Here are a few main differences and resources for in-depth comparisons. ### ## The main differences between SFCC and Shopify Plus As Paul Rogers summarizes it in his [in-depth comparison for Vervaunt](https://vervaunt.com/shopify-plus-vs-salesforce-commerce-cloud-saas-ecommerce-platform-comparison): SFCC is a platform with lots of native functionality but a limited ecosystem, making customization time-consuming and expensive. With Shopify, it’s the other way around: a relatively lean core can be endlessly and easily extended with state-of-the-art third-party features and [apps](https://www.code.digital/blog/the-15-best-shopify-apps-for-e-commerce-brands-in-2024) from Shopify’s huge ecosystem. "SFCC have a very small partner ecosystem, which is primarily with enterprise vendors," Rogers explains, "Shopify’s app ecosystem has been a big part of their lure, allowing users to introduce new features and functionality quickly, at a low cost and also receive solid support and progression around feature-set." This is reflected in their pricing policies. Brands on Salesforce Commerce Cloud will pay a large licensing fee, while brands on Shopify Plus will have a small license fee and need to factor in costs for the third-party features in their tech stack. In general, however, SFCC is known for its high TCO compared to other platforms: up to 35% higher than Shopify Plus, on average, [as a study revealed recently](https://www.shopify.com/enterprise/blog/ecommerce-total-cost-of-ownership). ### ## Pros and cons of Salesforce Commerce Cloud SFCC is a strong platform that is only now starting to lose clients to other platforms, after having been pretty much the only enterprise-ready, fully managed SaaS platform for a long time. Like Shopify, Salesforce Commerce Cloud has a reputation for scalability. Rogers identifies some other strong points: - Strong visual merchandising functionality - Capable of handling large, complex product catalogs - Rich merchandising and personalization capabilities - Native multi-store architecture However, Salesforce Commerce Cloud is increasingly also getting a reputation for being expensive and cumbersome. Although it is much more open to customisation, this comes at a high cost. Because of its limited ecosystem and relative lack of readymade extensions, the need for time-consuming custom work slows SFCC users down. Paul Rogers states, "The real plus for SFCC would be they’re slightly more flexible in places, they have some good omnichannel features and Shopify are still catching up in some feature areas (e.g. scheduling, promotions, segmentation)." ### ## Pros and cons of Shopify Plus Rogers concludes that Shopify Plus is currently enjoying more momentum than SFCC. It keeps winning new clients and introducing new features, while SFCC is lagging behind in both respects. Rogers points to several brands who willingly compromised on features and came up with workarounds so they could be on Shopify Plus - which offered them far lower cost and increased agility. Discussing the pros of Shopify Plus, compared to SFCC, Key selling points of Shopify Plus compared to SFCC include: - Significantly lower TCO / cost of ownership - Lower technical and maintenance overheads - Unrivaled agility - Huge ecosystem (huge amount of pre-existing integrations and third-party extensions, and a good network of integration partners) - Fast Time-to-Market - Unrivaled customer happiness ![TCO](https://cdn.sanity.io/images/cxeknc6v/production/554ca1c713c3d61a91f9a2e6ff34dbc9e3c387e5-1800x464.webp?w=1600) ## What brands are on Salesforce Commerce Cloud? Salesforce Commerce Cloud still powers a lot more enterprise brands than Shopify Plus, among them Adidas, New Balance, L’Oréal, Clarins, GoPro, Rituals, Acne Studios, Kate Spade, Puma and Lacoste. In the Netherlands, too, big brands such as HEMA, Blokker, Wehkamp and Coolblue are on Salesforce Commerce Cloud. ## What brands are on Shopify Plus? Shopify Plus counts a number of enterprise and high growth brands among its clients, among them Gymshark, Kylie Cosmetics, Rebecca Minkoff, AllBirds, Sephora, Steve Madden, Alpinestars, Decathlon and Red Bull. In the Netherlands, some of the biggest brands on Shopify Plus are Mr Marvis, O’Neill, Ekster, Agradi and Stoov. ### What Shopify Plus has to offer For e-commerce brands looking for the best platform to stay up-to-date, Shopify’s agility, low TCO and fast Time-to-Market are big factors. SFCC cannot match this flexibility due to its high costs, development-heavy nature, and limited ecosystem Paul Rogers concludes, "We’ve worked on 10-15 Salesforce to Shopify Plus migrations and, today (not historically), I find it very difficult to understand how you could justify selecting SFCC over Shopify Plus. You’ll compromise in some areas with Shopify (things like promotions, scheduling, service-levels aren’t as strong), but you’ll be working with a modern architecture, save significant levels of time and money, get maybe 10x the level of features out the door for the same budget and scale into new markets faster." What other benefits do brands on Shopify Plus report? ## Best-converting checkout in the world When an [independent consulting company monitored Shopify's overall conversion rate](https://www.shopify.com/enterprise/blog/shopify-checkout) for several months, they discovered that it surpasses competitors by an average of 15%. Except for Salesforce Commerce Cloud: Shopify’s checkout turned out to be 36% better at conversion than that of SFCC. ![SFCC](https://cdn.sanity.io/images/cxeknc6v/production/3bd3b6c9651197da9243f85f43f8dae727a7e8d4-1600x902.webp?w=1600) ## Relentless innovation Shopify’s innovation power is unprecedented. With its army of 4000+ developers, Shopify is a force to be reckoned with in the e-commerce industry. It [ships a mind-blowing number of new features every six months](https://www.shopify.com/editions), and is often the first to adopt new technologies. ## High quality ecosystem Over the years Shopify has created a worldwide landscape of partners, third-party apps, and agencies building on the platform. With thousands of pre-built apps and integrations, users can extend and customize Shopify without having to reinvent the wheel. Through rigorous monitoring, Shopify ensures the high quality of their ecosystem. **→ Read Shopify’s take on** [**why Shopify has replaced Salesforce Commerce Cloud**](https://www.shopify.com/compare/shopify-vs-salesforce-commercecloud) **as the leading platform in enterprise e-commerce** ### The Skinification of Hair: Adopting Skincare’s Best Practices https://domaineworldwide.com/insights/commerce-insights/haircare-brands-adopting-skincare-best-practices/ How haircare brands can apply skincare’s best practices to ecommerce, from personalization and routines to ingredient education and subscriptions. ## From Skincare to Self-Care The skincare boom has changed more than our bathroom shelves; personalized experiences are in high demand, while brand upsell and cross sell opportunities have shot through the roof. What was once a one-step routine with a one-size fits all approach, has developed into elaborate routines catered to individual’s skin texture, type and pain point. While the skincare boom felt like it could reign supreme forever, the time for haircare has finally come. Much like skincare, mainstream haircare was very one dimensional: shampoo, conditioner, rinse and repeat. But thanks to the likes of ‘the curly girl hair method’, 90’s blow outs, the rebrand of the bands, and a focus on scalp health, the haircare market sized up [8.3% from 2023 to 2024](https://www.statista.com/study/55499/beauty-and-personalcare-market-data-and-analysis/). It’s now commonplace for customers to adapt their routine to their hair texture and individual concerns, and they want brands to cater. So, how can brands adapt their ecommerce stores to capitalize on this growing diversity in haircare routines? In a similar vein to the perfect hair care routine, we’ve put together a 6-step regime for the _glossiest_ of ecommerce sites. ## Step 1: Discovering The Perfect Product Haircare, like skincare, isn’t a one-size-fits-all category. To help customers quickly find what matches their needs, brands can create intuitive, problem-first discovery paths across the site. Homepage and site-wide sections can be leveraged to call out challenges or goals, acting like skincare hubs (“Breakout Control,” “Hydration Boost,” “Barrier Repair”). Additionally, menu layouts can double down with sections like ‘shop by hair type’ or ‘shop by goal’. This reduces friction for users who don’t know where to start, while funnelling high-intent shoppers straight to relevant pages. ### Brand Example: John Paul Mitchell Systems To streamline discovery across its ecosystem, Domaine built JPMS a set of reusable, editorial-style content modules. These modules can flex across landing pages, like the home page, as well as promotional moments, and educational hubs, creating a consistent discovery experience that feels curated. ![Paul Mitchell website sections - shop by hair texture, shop by hair type](https://cdn.sanity.io/images/cxeknc6v/production/85e36ac3e874c16a0b54eba8ceacbcc13725bb1a-1172x521.png?w=1600) ## Step 2: The Hair Consultation From curls to coils, fine strands to thick waves, and dry to oily scalps, consumers want solutions tailored to their texture and targeted to their concerns. Searches for "textured hair" were up [**41% in 2023**](https://www.vogue.com/article/inside-the-textured-haircare-boom), while **hair loss remains a top worry for nearly 40% of consumers**. And as conversations around hormonal changes, postpartum recovery, and menopause become more open, brands have new opportunities beyond the everyday routine by tapping into customers' unique life stages. To meet these expectations, brands can borrow a playbook straight from skincare: guided, data-driven personalization that reduces friction and increases purchase confidence. ### Build an interactive routine-finder quiz Just as skin quizzes have become a staple in the beauty industry, a well-designed hair diagnostic can help customers wade through an overwhelming product landscape. By asking about texture, scalp health, lifestyle, color treatment, and concerns like shedding or breakage, brands can: - Recommend a complete regimen (wash → condition → treat → style) - Capture high-intent zero-party data (data customers intentionally share with you e.g., preferences, interests, and concerns, typically gathered via quizzes) for future marketing - Increase conversion by removing guesswork - Position themselves as experts — mirroring the authority skin brands have gained through diagnostic tools ### Brand Example: Olaplex Domaine integrated third-party solution, Insider, to power Olaplex’s personalized recommendations across their site, allowing shoppers to answer a few quick questions about their hair type and needs before receiving tailored product suggestions. We also built a saved hair-profile feature within customer accounts, enabling users to select their hair characteristics and store them for future visits — ensuring the entire shopping experience stays aligned with their individual hair goals. ![Olaplex Hair Quiz](https://cdn.sanity.io/images/cxeknc6v/production/f8601f26d88a8c12e4defc69311c9caead94f7b8-1201x430.png?w=1600) ### Intelligent cross-sell & routine completion prompts Skincare brands excel at assembling routines, and haircare can mirror this logic. Once a shopper adds a shampoo, smart product recommendations should automatically surface: - The paired conditioner designed to address the same concern - A pre-wash treatment for buildup or sensitivity - A post-shower serum, mask, or leave-in that completes the regimen These are education-driven cross-sells that reinforce the idea of a complete, tailored system. When done well, they increase AOV while strengthening the brand’s role as a personalized haircare guide. ### Brand Example: John Paul Mitchell Systems For JPMS, Domaine custom-built a “Complete the Regimen” block that intelligently recommends the next steps in a shopper’s routine - pairing core products with complementary treatments, conditioners, or stylers to help customers build a cohesive, results-driven hair regimen. ![Paul Mitchell Complete The Regimen website module including shampoo, treatment, conditioner quick add-to-cart](https://cdn.sanity.io/images/cxeknc6v/production/3f46a41504f81e1ce89e63ae6dab1ee7596c8ea5-613x542.png?w=1600) ## Step 3: Checking the Label The principles of skincare have officially permeated haircare. 60% of users seek familiar skincare actives like niacinamide, hyaluronic acid, or peptides in their haircare. Consumers now apply the same diligence to their hair and scalp as they do to their face and they expect the same results. Borrowing from skincare’s best digital playbooks, brands can use their online storefront to make scientific credibility feel accessible, engaging, and visually intuitive: ### Build ingredient-forward PDPs (Product Detail Pages) Create dedicated ingredient sections with expandable modules that break down what an ingredient is (plain language), what it does (targeted benefits e.g. hydrates the scalp) and who it’s for (texture types). ### Use visually engaging ingredient icons & badges Icons for hyaluronic acid, squalane, peptides, salicylic acid, and ceramides help customers quickly understand the product’s “powerhouse” components. These badges can also call out biotech-based ingredients, fragrance notes, or clinical claims in a scannable format, all of which are ideal for mobile-first shoppers. ### Allow filtering & shopping by ingredient Just as skincare sites let users shop by retinol, vitamin C, or AHA, haircare brands can enable filters for niacinamide, salicylic acid, rosemary extract, bond-builders, or fragrance-free options. This allows ingredient-obsessed shoppers take control of their journey. ### Brand Example: John Paul Mitchell Systems For JPMS, the Domaine team streamlined product exploration by adding filters for categories, benefits, hair type, and brands, making it easy for shoppers to navigate the full portfolio. Mobile-friendly PDPs use icons, videos, and educational tiles to clearly communicate product benefits, while integrations with Klaviyo, Bazaarvoice, Stockist, and Clear For Me seamlessly layer in reviews, store locations, referrals, and ingredient transparency for a more informed shopping experience. ![Paul Mitchell Product Display Page showing different icons to show product benefits to customers](https://cdn.sanity.io/images/cxeknc6v/production/f155d982e780762dc94474b1be14aba4fa0c5c76-1081x478.png?w=1600) ![Paul Mitchell website filters, allowing customers to shop by ingredients](https://cdn.sanity.io/images/cxeknc6v/production/d0f616ac740e6eef4a68785af3d12d66b2ce26e5-1407x1125.png?w=1600) ## Step 4: Does it Do What it Says on The Tin? Skincare brands have long used User-Generated Content (UGC) as social proof and haircare has an even stronger opportunity. Texture, volume, frizz, curls, shedding, scalp dryness, all of these concerns are highly visual, and shoppers want to see transformations from people who look like them. **On PDPs, UGC can reinforce ingredient and benefit claims by showing:** - Short routine videos featuring real customers using the product - Before/after carousels demonstrating improvements in frizz, shine, or density - Clips stitched with ingredient explanations (“Here’s how niacinamide helped my scalp stay balanced…”) - Tutorials that show when and how to use a product within a routine This not only enhances credibility but reduces purchase hesitation, especially for concerns like hair loss or texture management, where seeing real results matters more than reading about them. ## Step 5: The Stylist’s Tips Haircare buyers increasingly want to understand _why_ a product works and how to use a product, opening the door for integrated education including: - **Educational articles embedded within PLPs** (e.g., a “De-Frizz” product listing page includes “Why humidity causes frizz” or “3 ingredients that smooth without weighing down”) - **PDP callouts linking to deep-dive ingredient or routine blogs** (“Learn how peptides support stronger strands”) - **Editorial content linking back to curated product sets**, creating a loop between learning and shopping By creating a two-way ecosystem, where education drives product discovery, and products link back to education, brands position themselves as retailers **_and_** trusted advisors. ### Brand Example: Olaplex To help Olaplex bring its hair-health science to life, Domaine transformed the Hair Health page into a central hub for education, blending brand storytelling with commerce. Product insights are woven throughout the site, supported by before-and-after imagery, video content, and a refreshed blog — creating a more immersive, expert-led experience that helps shoppers understand both the science and the results. ![Olaplex website module showing real customer results using product](https://cdn.sanity.io/images/cxeknc6v/production/7690a5f99349c6bb1c24e12acffc77c4522c2ebb-484x435.png?w=1600) ## Step 6: Maintenance Mode Just like skincare, haircare is inherently cyclical. Cleansing, conditioning, and treating happen weekly (sometimes daily), making subscriptions a great growth lever. Haircare usage varies widely: curly hair routines might require more conditioner than shampoo, while those treating hair loss may deplete serums faster than wash-day products. Skincare brands have mastered this nuance with personalized replenishment cadences and haircare brands can follow suit by allowing shoppers to choose delivery cycles based on: - Frequency of wash days - Hair length or density - Treatment type (e.g., serums vs. masks) - Life-stage needs (postpartum, menopause, color-treated regrowth cycles) ### Brand Example: Olaplex Olaplex uses Recharge to power a flexible subscription experience, allowing customers to switch to “subscribe and save” at checkout and choose their preferred delivery cadence, which can be anywhere from one to six months. Shoppers can also set different frequencies for different products, giving them full control over how their routine is replenished. ![Olaplex Subscription Website Module allowing customers to adjust delivery frequency ](https://cdn.sanity.io/images/cxeknc6v/production/3c1155394bbf229bba9042dc9898c78befce2c65-494x379.png?w=1600) ## Step 7: The Follow-Up Just like a stylist who checks in between appointments, email and SMS are the channels that keep customers engaged long after checkout. And with the wealth of zero-party data generated from quizzes, subscriptions, and browsing behavior, haircare brands have opportunity to deliver communication that feels personal. - **Quizzes reveal texture, concerns, and goals,** perfect for alerting customers when a brand drops a new product within the line they already love, or when a brand launches something that speaks directly to their scalp type or need. - **Subscriptions show cadence and commitment** allowing brands to send timely reminders, usage tips, or “first look” early access for loyal customers. - **UGC interactions indicate what resonated,** helping brands spotlight new routine videos, before/afters, or trend-driven content that mirrors what shoppers engaged with onsite. Beyond reminders and product drops, Email and SMS channels can be leveraged for inspiring, educating and re-engaging customers. - **Education flows** can help explain how to use products, why certain ingredients matter, and how to build a routine that matches the customer’s exact hair type. - **Re-engagement emails** showcase products customers viewed but never purchased, resurfacing UGC, or sharing tutorials they may have missed the first time. - **Personalized product launches** to notify customers when something new aligns with their quiz results or browsing behavior. - **Routine refresh nudges are** ideal for customers who may have churned because a product wasn’t the right fit. With the right data, brands can introduce alternatives, break down benefits, or recommend formats that better suit their routine. ## A Hair Transformation If you’d like to give your ecommerce site a refresh, or completely transform it for a new look, our team of experts have helped industry leading brands like Olaplex and John Paul Mitchell, and are on hand to support you. [Reach out to Domaine today.](https://domaineworldwide.com/contact/) ### How Alpinestars combines culture, speed, and innovation in e-commerce https://domaineworldwide.com/insights/commerce-insights/alpinestars-innovation-in-ecommerce/ How do you bring innovation and speed into a company with 60 years of history? And how do you build an e-commerce team from scratch within such an international legacy brand? Discover more. ### A legacy of speed, safety, and storytelling Alpinestars is a brand built on legacy. What began as a small boot maker in Asolo, Italy, has grown over 60 years into a global icon in motorsports. Today, four out of ten F1 teams and seven of the top ten MotoGP riders use Alpinestars gear. But beyond performance and innovation, the brand stands for something deeper: a strong emotional bond with its customers. One customer sent a photo of his new Alpinestars tattoo after surviving a motorcycle crash. Thanks to his airbag-equipped suit, he escaped with minimal injuries. “An airbag is like wearing sixteen back protectors at once,” explains Lars Kristian Stråtveit, Head of E-commerce. These stories remind the team daily of the real impact their work has. ### International mindset from day one Despite its Italian roots, Alpinestars operates globally by design. The headquarters is located in Los Angeles, English is the primary language, and the focus is on markets such as the US, Germany, and the UK. Lars, who originally comes from Norway, now lives in Italy, and previously worked in Amsterdam, highlights the importance of cultural diversity: “My first team had 14 people from 12 countries. That’s inspiring.” Having a diverse team brings more than varied backgrounds; it fosters new ideas, broader insights, and a learning culture that keeps pace with shifting customer expectations. ### Startup spirit in a 60-year-old brand When Lars joined, there was no European e-commerce setup. The US operation relied on dropshipping and external agencies. Starting from scratch, he launched the first Shopify store in just four months. Eight months later, the team rebuilt everything in collaboration with Domaine. Today, the European team has grown to 12, with 4 to 5 more in the US. The results: eight-figure revenue and triple-digit monthly growth. What Lars values most is introducing startup agility within established brands. No endless approvals, just starting, learning, and iterating. It turned out to be exactly what Alpinestars needed. ### Culture first, tech second For Lars, success is driven by mindset, not software. He describes the team’s approach as “tight on vision, loose on execution”: clear goals with flexible methods. “We build, measure, learn. And we’re not afraid to fail.” This philosophy shapes their decision-making. After realising their first agency wasn’t a good fit, they switched to Domaine within a month. Later, they switched logistics partners in Italy to one in Germany, aiming to reduce return rates and shipping costs. “It was a painful but necessary correction,” says Lars. The team reviews every decision, learning from what worked and what didn’t. ### Autonomous teams and shared ownership Alpinestars brings together marketing, ops, analytics, merchandising and customer service under one e-commerce roof. There are no silos, only shared goals and close collaboration. “Everyone owns the outcome.” Customer service sits with the rest of the team, providing real-time feedback and contributing to campaign strategy. This fosters quick iterations and T-shaped growth, where specialists develop broader understanding and skills. The result? More empathy, better teamwork and faster results. ### Solving together Speed demands trust, especially from support teams like IT and finance. “If something goes wrong, we don’t point fingers. We fix it together.” That mindset reduces fear and enables the team to move fast without hesitation. Creating a culture where mistakes are learning opportunities, not liabilities, is critical. It encourages internal departments to align with the pace of change rather than hold it back. ### Inspiration and focused growth The team finds inspiration everywhere, from major players like Nike and Puma to smaller, agile e-commerce brands. They study journeys, checkout flows and loyalty programs in detail. “No need to travel for a store check. Just go online.” When it comes to expansion, the strategy is clear: first, solidify operations in Europe and North America, then explore Asia and Latin America. “Expanding too early spreads you thin.” This phased approach ensures resources are focused where they have the most impact. With a strong foundation, a nimble culture and a clear roadmap, Alpinestars is ready for the next phase. The priority now is to deepen success in Europe and North America. New markets will follow in due course. Want to know more about the journey of Alpinestars? Read our case study. ### Increase your results by avoiding the most common Email Marketing mistakes https://domaineworldwide.com/insights/commerce-insights/increase-your-results-by-avoiding-the-most-common-email-marketing-mistakes/ This blog explores common pitfalls in your Email Marketing strategy, which our Klaviyo team saw passing by. From the often-overlooked necessity of a branded sending domain to the impact of a personalized Welcome Series, each aspect plays a crucial role in shaping your brand's email success. We will dig into the details of template consistency, finding the right balance between text and image in emails, and navigating potential pitfalls like Gmail Clipping. ### The importance of a branded sending domain One common mistake that could be holding back your brand's email game is the absence of a branded sending domain. Setting up a branded sending domain isn't only a technicality; it's a strategic move that impacts your email deliverability. The misstep here is common – many brands have not set up a branded sending domain, meaning their ESP does not have permission to send emails via your domain and you are using a shared sending domain - which means that other parties which use the same domain can impact the health and deliverability score of that domain. The solution is simple yet powerful: Set up a branded sending domain. By doing so, you grant explicit permission for your ESP to send emails on your behalf. The result? Your sender reputation will improve and your emails radiate more trust. In the end, this means your email deliverability takes a leap forward and that’s exactly what you should want! ### Style your consent & preference pages We often encounter another significant pitfall: neglecting the style and functionality of your Consent & Preference pages. To fix this, style these pages with your brand's essence, offering customers a consistent brand experience. Gather valuable insights—birthdays, gender, and interests—that can help you with future campaigns. It's a simple tweak with significant returns. ### Template mistakes to avoid Ever noticed the subtle inconsistencies in your templates? From flows vs campaigns vs transactional emails, the lack of uniformity can be a stumbling block. To set things right, unify your branding. Make sure your templates sing in harmony and don't forget the often-overlooked custom fonts. Oh, and a pro tip: Always have a fallback font in place to ensure your message is always presented as intended. A closer look reveals another gap—missing links. Imagine sending out an email, only for recipients to struggle to find essential information. Ever clicked on an email and wished for a browser view option? Or did you try to navigate to collections but found the links missing in action? What about finding customer service details or having a clear Call to Action (CTA)? These are the subtle but crucial links that often go unnoticed. So, here's the fix: Cover all your bases. Ensure a browser view option, include links to collections in your header, make customer service accessible in the footer, and streamline your CTAs (use 1 per email) for clarity. Making good content is an art, and mastering it requires avoiding common pitfalls. Let's simplify: use clear CTAs and keep the primary content within the fold—especially in your automated flows. ### The risks of image only Emails Imagine brands making and sending out emails solely with images. While the intention is to captivate with visuals, the risks associated with this approach are definitely there. From slow loading times and lack of responsiveness to spam sensitivity and reduced accessibility, the drawbacks outweigh the visual appeal. The resolution is clear—strike a balance. Aim for a text-to-image ratio of 60:40 within your emails. This ensures a harmonious blend of visuals and text, optimizing both aesthetics and functionality. ### How to avoid Gmail Clipping Imagine this: Gmail Clipping, where emails surpassing 102 KB (around 75 KB for mobile) get cut off, rendering your full message invisible. Now, there's an added concern—the potential clipping of your tracking pixel. Fortunately, some ESPs, like Klaviyo, provide a solution by allowing you to place the tracking pixel on top. The solution is straightforward: simplicity is key. Reduce complexity in your emails because every added element contributes to the size. Be cautious if your ESP supports sections, as they can affect email size. Strategically craft your headers and footers; these code-heavy blocks require careful development. ### Lack of segmentation in Welcome Series Let's talk about Welcome Series, which is a must-have flow and a crucial aspect of engaging subscribers. A common misstep? Sending identical emails to both converters and those yet to convert. This means that there is sometimes no chance for personalization and an introduction to the brand. The fix is simple: personalize your Welcome Series. Tailor your approach for converters and non-converters. Introduce your brand authentically, providing a glimpse into what sets you apart. It's a small tweak with a big impact, ensuring your Welcome Series resonates with every subscriber, making a connection from the start. For DOUXE, their welcome series is one of their best-performing flows; read all about it in their case study. ### Navigating the Abandoned Checkout The Abandoned Checkout flow is another arena where personalization can make a significant difference. A common misstep is treating all subscribers uniformly, overlooking the nuance between existing and new consumers. To rectify this, segment your Abandoned Checkout flow. Tailor your messages based on the user's relationship with your brand—whether they are returning customers or potential new clients. Treat new customers differently, introduce USPs, provide them with customer service piece of mind or offer a one-time discount. This strategic approach ensures that your messaging resonates more effectively, potentially converting those hesitant shoppers. Need more tips for your Email Marketing? Check out those 21 tips or see which 9 original flows you can work on. ### NRF '25: A Series of Unforgettable Events https://domaineworldwide.com/insights/events/nrf-25/ From exclusive brunches to inspiring panels and dinners, Domaine partnered with industry leaders to create memorable moments at NRF 2025. Here's a recap of the week's highlights. As the retail world convened in New York City for [NRF ‘25](https://nrfbigshow.nrf.com/), we made our mark with a busy schedule of events tailored to connect, inspire, and celebrate the future of commerce. ![Mac and Max at the Shopify booth at NRF '25](https://cdn.sanity.io/images/cxeknc6v/production/f59375f6c746c305a9a3f96664347f962d759e34-5712x4284.jpg?w=1600) We also proudly [announced](https://domaineworldwide.com/insights/domaine-news/shopify-names-domaine-platinum-partner-2025/) our recognition as a Platinum Tier Partner in [Shopify](https://www.shopify.com/ca)’s newly redefined Partner Program for 2025. The Platinum Tier is the highest tier in the program, and is reserved for Shopify’s top global partners who demonstrate exceptional performance, expertise, and commitment to merchant success. From intimate gatherings to high-energy experiences, here’s a recap of Domaine’s key moments at NRF this year: ![Marko speaking with guests at Retention Reimagined](https://cdn.sanity.io/images/cxeknc6v/production/476c16e91e383c75a35e5313dab9e2879c0876dc-4284x5712.jpg?w=1600) ![Guests at Retention Reimagined](https://cdn.sanity.io/images/cxeknc6v/production/857faaac94af77779ebe8c670548a5485ab184e1-4284x5712.jpg?w=1600) ![Dining set up at Retention Reimagined](https://cdn.sanity.io/images/cxeknc6v/production/6e24b07438525065b185514d7406f5ea1717df66-4032x3024.jpg?w=1600) ![Food at Retention Reimagined](https://cdn.sanity.io/images/cxeknc6v/production/a8bfd1af01f1746984f50781f6c3b24ad7cda47a-2611x4003.jpg?w=1600) ![Food at Retention Reimagined](https://cdn.sanity.io/images/cxeknc6v/production/00aacf4bb1bf7a45896974d7e4a76fa1a8f9ec30-2471x3325.jpg?w=1600) ![Food at Retention Reimagined](https://cdn.sanity.io/images/cxeknc6v/production/6f50dab087f224c50edb23570fd52a48b385cf62-3024x4032.jpg?w=1600) ![Food at Retention Reimagined](https://cdn.sanity.io/images/cxeknc6v/production/22e57e9b40f72c4c62fddc63ba31dc4e30996015-1636x2181.jpg?w=1600) ### Retention Reimagined at Michelin-starred Atera with Klaviyo The pinnacle of Domaine’s NRF programming, Retention Reimagined, was an intimate evening at Michelin-starred restaurant, Atera. Co-hosted with [Klaviyo](https://www.klaviyo.com/), the discussions centered on cutting-edge retention strategies, highlighting how personalization, data insights, and innovative marketing approaches are redefining customer loyalty. Guests enjoyed an exquisite 14-course meal while diving deep into actionable strategies to enhance retention in 2025 and beyond. ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/b9f9be23530be95678b7dfaa8a6ff198bed8e393-5000x3333.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/a01a7abc2a47a48078e539d638e946422020d2a8-5000x3333.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/e6e2c63df9b1ad284d1c32b7c5f971338a4315d8-5000x3333.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/6a16ad246633ca492b8c49be1901a13091ad6a1d-5000x3333.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/908d6fc133f6921d1ba088e4fa9d01ea1621ec57-3333x5000.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/e69e32e5b5713b6e755231ccfe332bcb2ba8307f-5000x3333.jpg?w=1600) ![Domaine totes with gifts at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/88d3776820e2198f977975d0d68c252fcab1b122-3333x5000.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/01f406afb13c2828da9d1d37efb4174dcc3878d5-3333x5000.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/116becdece0d0b907b099c7e98ee1af3a9a4e985-3333x5000.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/fa88e7fe230a676f9677721149b7d93e4503ce6b-3333x5000.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/de8c059e1860f343647f69075d716ac70838102d-5000x3333.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/d1879678f4ecdc3721860c144fd80c5c39ee467b-5000x3333.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/810f764d920c17f4166eb4843d3152b204ba28d7-3333x5000.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/132e3c0e64b1853b6a2f40be265dec462c355d29-5000x3333.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/63bca082c4efa460bc3eb5a1497c0c06092c6a2f-3333x5000.jpg?w=1600) ![Food at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/53f3ffc691eed6c135174a0d2c1f654d9b7a8bca-3333x5000.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/4663c71d39948d1b51b2f1227755d37c23b32869-5000x3333.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/8936aa2dea369b0ff7b2f179ba72d787c8172ed2-5000x3333.jpg?w=1600) ![Food at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/3bff5b76126aa12459ec8af8093a0768c42f37fe-5000x3333.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/d2deb4c90d736910878a80fd9d5c7a4a2e632b2b-3333x5000.jpg?w=1600) ![Food at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/9e3d579c76a3a344fe0086fadb70e0ff10ba0dfa-3333x5000.jpg?w=1600) ![Sign at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/b4f57f914dcdc76b5503e6bbcd6f4c108454e67a-3333x5000.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/f8f03c4fbf164bac1947719af82e59b509859cf5-3333x5000.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/77e876b262da9e798fb3a15b69d2d3f393a89cd9-5000x3333.jpg?w=1600) ![Guests at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/42f756ef8559fd3625ec683ce4f63fdf38b7e1df-5000x3333.jpg?w=1600) ![Menu at the Women in Ecommerce brunch](https://cdn.sanity.io/images/cxeknc6v/production/9b7095f48d78f4a30b76737cde2d314e4bcdbe98-3333x5000.jpg?w=1600) ### Women in Ecommerce Brunch at the Hotel Chelsea with Shopify, Recharge, & Bloomreach Empowering women in ecommerce took center stage at this inspiring brunch, hosted by Domaine, [Shopify](https://www.shopify.com/ca), [Recharge](https://getrecharge.com/), and [Bloomreach](https://www.bloomreach.com/en) at the infamous Hotel Chelsea. Attendees shared stories of leadership, growth, and innovation while enjoying a beautifully crafted menu. The event fostered meaningful connections and celebrated the incredible contributions of some of the women shaping the ecommerce landscape. ![Speakers at the CTO brunch](https://cdn.sanity.io/images/cxeknc6v/production/dc016b42251e88b13a36d189ae30185ab91b6472-5712x4284.jpg?w=1600) ### CTO Brunch at the Modern at MoMA with Shopify Set against the iconic backdrop of the Modern at MoMA, Domaine and [Shopify](https://www.shopify.com/ca) hosted an exclusive Unified Commerce Brunch. CTOs from key brands, Domaine’s [Max Rolon](https://www.linkedin.com/in/maxrolon/), Psycho Bunny's Jean-Aymeri de Magistris, and Evereve's Tamer Selim, came together to discuss some of the top strategies shaping unified commerce in 2025, across ecommerce, retail, and B2B. With lively discussions fueled by gourmet bites and insights from Shopify’s team, attendees left energized and equipped with forward-thinking takeaways. ![Speakers at the Daily Harvest panel](https://cdn.sanity.io/images/cxeknc6v/production/3bfba5ee956c206aae4c2ad39b43ef48b99dba22-5712x4284.jpg?w=1600) ### Daily Harvest Panel at the Shopify Booth The Shopify booth buzzed with energy as YuJin Yong from Daily Harvest took center stage for an insightful panel discussion. Joined by Domaine’s CTO [Max Rolon](https://www.linkedin.com/in/maxrolon/), the panel explored the leading food and beverage brand’s ecommerce transformation as they migrated to Shopify. Attendees gained a behind-the-scenes look at how Daily Harvest is leveraging Shopify’s tools to grow its business while staying true to its mission. ![Guests at the DTCx dinner](https://cdn.sanity.io/images/cxeknc6v/production/da572cd0128ff4d9697478fbc14c0ffd58eb7427-5712x4284.jpg?w=1600) ### DTCx Dinner at Buddakan with Gorgias, Nosto, & Shipbob At the renowned Buddakan, Domaine joined partners [Gorgias](https://www.gorgias.com/), [Nosto](https://www.nosto.com/), and [Shipbob](https://www.shipbob.com/) to host a DTCx Dinner that celebrated innovation in the direct-to-consumer (DTC) space. The event featured a curated menu, thought-provoking discussions, and an electric atmosphere that sparked new ideas and collaborations among ecommerce leaders. ### NY Knicks Game at MSG with Shopify, Yotpo, & Yottaa For those lucky enough to secure a coveted spot at this intimate event, our NY Knicks suite at Madison Square Garden delivered an unforgettable experience. Co-hosted by [Shopify](https://www.shopify.com/), [Yotpo](https://www.yotpo.com/), and [Yottaa](https://www.yottaa.com/), the night blended courtside action with networking opportunities, creating a perfect setting for meaningful conversations. ### Rise & Revive at the Othership with Loop Domaine partnered with [Loop](https://www.loopreturns.com/) for an invigorating morning at the [Othership](https://www.othership.us/), an immersive wellness space in the heart of NYC. Attendees experienced guided breathwork, ice baths, and saunas—a refreshing departure from the typical conference grind. This unique event embodied the importance of balancing work and self-care, while creating a space to form new connections. NRF 2025 was a whirlwind of connection, inspiration, and growth, and Domaine was thrilled to partner with industry leaders to bring each of these events to life. Each gathering underscored the power of collaboration and the shared vision driving ecommerce forward. As we look ahead, the insights and relationships forged during NRF will undoubtedly shape the future of retail. **Want to learn more about Domaine?** — We're the world's largest Shopify design & development practice. — [Get In Touch](https://domaineworldwide.com/contact/) ### Everything you need to know about the all-new Shopify checkout in 2025 https://domaineworldwide.com/insights/technology/everything-you-need-to-know-about-the-all-new-shopify-checkout-in-2025/ Exciting times for Shopify merchants! The best checkout in the world just got even better, and Domaine Europe is here to help you make the most of it. Buckle up for a long-read in which we unpack the implications of Shopify’s recent announcements concerning the checkout, give you some bigger-picture background information, and offer a few practical pointers on how to navigate this transition. ## What’s changing in the Shopify Checkout? At Domaine Europe we have always admired Shopify’s checkout-first approach, and their constant devotion to making it one of the best, safest and most trustworthy checkouts out there. Shopify typically invests a lot of money and resources in their checkout, and over the past few months they have been working on some major improvements that will take effect during 2023. In the Shopify Editions of Winter 2023 Shopify announced what those were: 1. [All Shopify stores will get a one-page checkout](https://www.code.digital/blog/everything-you-need-to-know-about-the-all-new-shopify-checkout?__hstc=53161207.e6869e351111559335355807bf95a38a.1773127475778.1773151044255.1773155760926.8&__hssc=53161207.237.1773155760926&__hsfp=5549c56e04bdef9f44530a3ac3e55c03&_gl=1*b0kr8l*_gcl_au*MTUxNzAwMDgwNC4xNzczMTI3NDM1*_ga*ODk2NTExNTk3LjE3NzMxMjc0MzU.*_ga_8S7N4JJCYV*czE3NzMxNTU3NjAkbzgkZzEkdDE3NzMxNTYzMjUkajM5JGwwJGgw#one-page) 2. [Shopify Plus will get an all-new drag & drop checkout editor, similar to the theme editor](https://www.code.digital/blog/everything-you-need-to-know-about-the-all-new-shopify-checkout?__hstc=53161207.e6869e351111559335355807bf95a38a.1773127475778.1773151044255.1773155760926.8&__hssc=53161207.237.1773155760926&__hsfp=5549c56e04bdef9f44530a3ac3e55c03&_gl=1*b0kr8l*_gcl_au*MTUxNzAwMDgwNC4xNzczMTI3NDM1*_ga*ODk2NTExNTk3LjE3NzMxMjc0MzU.*_ga_8S7N4JJCYV*czE3NzMxNTU3NjAkbzgkZzEkdDE3NzMxNTYzMjUkajM5JGwwJGgw#drag_drop) 3. [… and there will be some updates to Shop Pay, enabling signed-in shopping.](https://www.code.digital/blog/everything-you-need-to-know-about-the-all-new-shopify-checkout?__hstc=53161207.e6869e351111559335355807bf95a38a.1773127475778.1773151044255.1773155760926.8&__hssc=53161207.237.1773155760926&__hsfp=5549c56e04bdef9f44530a3ac3e55c03&_gl=1*b0kr8l*_gcl_au*MTUxNzAwMDgwNC4xNzczMTI3NDM1*_ga*ODk2NTExNTk3LjE3NzMxMjc0MzU.*_ga_8S7N4JJCYV*czE3NzMxNTU3NjAkbzgkZzEkdDE3NzMxNTYzMjUkajM5JGwwJGgw#shoppay) ### On February 13th Shopify followed this up with a memo to all [Shopify Plus](https://www.code.digital/services/shopify-plus) merchants, explaining they needed to take action before **August 13th 2024** to ensure a smooth transition. To explain what action is needed from you, and to help you understand the possibilities of [the new Shopify Checkout](https://www.shopify.com/checkout), we decided to sit down with our Lead Frontend Developer Melvin and our CCO Bob, and have them explain the details. Let’s dive in! ### Major change #1: One-page checkout The all-new, **one-page checkout** to all users which was announced during the Winter 2023 Editions is now live! It will replace the current three-page checkout you are familiar with, where customers click through separate pages to fill out personal data, select shipping details, and pay for their order. The new checkout will have fewer fields to fill out, and only one page to load instead of several, which makes the buying process way shorter and faster for your buyers. This one-page checkout is designed to bring the overall checkout experience as close as possible to the seamless identity-driven checkouts offered by the likes of [Shop Pay](https://www.shopify.com/blog/shop-pay-checkout). It will be able to recognize buyer information on pre-checkout touchpoints like storefronts or social media and handle these partially known buyer cases by pre-filling in details. Super handy if you ask us! **How to get started today** Your checkout will be auto-updated to the new design if you are on the Basic, Shopify, and Advanced plans. For Plus merchants, if you’ve upgraded to [checkout extensibility](https://help.shopify.com/en/manual/checkout-settings/checkout-extensibility/checkout-upgrade), you will see the new one-page layout in your checkout editor. Simply go through the following steps to start using the one-page checkout: From your Shopify admin, go to Settings > Checkout. 1. In the Checkout customization section, **Create** a draft checkout, or **Customize** an existing one. 2. Once you’re in your **checkout editor**, click on the **Settings** icon in the far left column. Scroll down, and you will see the layout switcher at the bottom left corner. 3. You can easily preview the one-page design and switch between the two layouts here. All your customizations and extensions will integrate seamlessly. ### Inspired by Shop Pay’s conversion rates Why is Shopify making this move? Because the faster, more friction-free your checkout, the higher your conversion - as Shopify saw confirmed once again with the [results of their Shop Pay checkout](https://www.shopify.com/blog/shop-pay-checkout). Customers who have a Shop Pay account enter their personal and payment details once, and from then on only have to confirm their online purchases with a five-digit code. [**→ Want to know more about Shop Pay? Jump to the bit where we explain it!**](https://www.code.digital/blog/everything-you-need-to-know-about-the-all-new-shopify-checkout?__hstc=53161207.e6869e351111559335355807bf95a38a.1773127475778.1773151044255.1773155760926.8&__hssc=53161207.237.1773155760926&__hsfp=5549c56e04bdef9f44530a3ac3e55c03&_gl=1*b0kr8l*_gcl_au*MTUxNzAwMDgwNC4xNzczMTI3NDM1*_ga*ODk2NTExNTk3LjE3NzMxMjc0MzU.*_ga_8S7N4JJCYV*czE3NzMxNTU3NjAkbzgkZzEkdDE3NzMxNTYzMjUkajM5JGwwJGgw#shoppay) Since the launch of Shop Pay, Shopify discovered that this express checkout has an impressive checkout-to-order rate compared to the standard checkout. Conversion on Shop Pay is 1.56x times higher on desktop, and an incredible 1.91x higher on mobile - reason enough for Shopify to streamline their standard checkout as well. ### The importance of a good checkout We don’t need to tell you that your checkout is arguably the most important bit of your entire online store. This is where conversion has to happen, or your business will suffer the consequences. As our CCO Bob likes to say: **“You can build the most incredibly expensive product configurator, spend a fortune on branding or acquisition campaigns - but if your checkout is broken, you will still not make a healthy revenue.” ** What keeps people from completing a checkout after having gone through the trouble of selecting products and adding them to their cart? [The Baymard Institute](https://baymard.com/research/checkout-usability), a UX research firm, has published a diagram showing the most common reasons: ### As you can see, a too long or too complicated checkout process is the fifth most common reason for people to abandon their purchase plans. This is where Shopify’s one-page checkout might make a noticeable difference for your store’s conversion rate, and give the platform and its users yet another competitive edge. ### Major change #2: Drag & drop checkout editor for Shopify Plus The other major change announced at the Winter 2023 Editions has been much anticipated by merchants for years: a straightforward, code-free way to make adjustments to the checkout. Hence, **Shopify’s new drag & drop checkout editor** is a total game changer - for both the platform itself and Shopify agencies like Domaine building on the platform. To understand how much of a game changer, allow us to give you a bit of background information.  ### Customizing Shopify’s old checkout Shopify has always kept a close watch on their checkout. As the most precious bit of the whole platform, arguably the thing most of Shopify’s global success is built on, Shopify has a vested interest in keeping firm control over it to ensure its security and stability. Hence, they aren’t too keen to have all and sundry tinker with the source code. And with good reason, as an [incident with Google Tag Manager](https://blog.littledata.io/2022/12/15/is-shopify-cutting-off-gtm-support/) illustrated last year.  As a result, up until now merchants have had little room to add or change anything in the checkout - things like branding, conversion-boosting microcopy, or cross-selling content - which has resulted in the Shopify checkout being very recognizable (and practically synonymous with trustworthiness), but also very uniform across stores. The only way to make changes to the Shopify checkout - until now that is - was to have a Shopify Plus account and hire a Shopify Premier partner like Domaine Europe to add a few strategically placed bits of code to the checkout.liquid theme file, and to update these custom additions with every new Shopify checkout update. This usually meant a lot of tedious work: Domaine Europe had a list of the checkout changes we made for a client, Shopify would send us a list of what they changed and how it would affect our custom changes, and then we would go through those one by one and adjust our custom Liquid/JavaScript/CSS code to work with the new update. ### Customizing Shopify’s new checkout All that will soon be a thing of the past, because Shopify has engineered a way to bridge the gap between merchants’ wish for a more flexible checkout, and the platform’s need for a stable, secure, closed off checkout. How exactly? - On the one hand they are closing off the checkout’s backend by no longer allowing merchants and agencies to make changes to the checkout.liquid theme file, as of 13 August 2024. - And to compensate for this, they are handing Shopify Plus merchants and agencies Checkout Extensibility: a number of tools to go crazy with the checkout’s customer-facing layout - without compromising the stability of its functional core. We think it’s a brilliant move. But it does come with a transition period, since there are quite a few Plus merchants who currently have custom functionality coded into their checkout.liquid theme file. Which they will have to rebuild using the new tools Shopify is offering, because as of 13 August 2024 any customizations in your current checkout will no longer work. So before you press that new button marked ‘Create draft checkout’ in your admin, you need to do some preparation. Most likely in collaboration with your Shopify Plus agency. This is in a nutshell what Shopify’s email on February 13th was about. ### How to customize your checkout using Checkout Extensibility So what are your options as a Plus merchant? As Lead Frontend Developer Melvin explains: “Basically, you will have to overhaul your current checkout adjustments. Remove them from the checkout.liquid theme file and build them anew using the tools available in Checkout Extensibility. And when I say ‘you’, I actually mean: your Shopify agency, because most of the tools need experienced developers to set it up for you. Before it becomes no-code for the merchant, they will need Domaine Europe to prepare the ground.” It works pretty much the same as with the sections in a Shopify theme. Melvin: “After Domaine Europe is done developing the bits and pieces, you as a client only have to place the extensions anywhere in the checkout where you want to use them. _If_ you want to use them, that is - because you can just as easily remove them again.” The code-free bit for merchants is the **drag & drop checkout editor**, found under Settings > Checkout > Checkout customization. This is where you play around with all the components, apps and extensions you acquire to customize your checkout. Before you can start playing, though, you will have to acquire those individual components - either by having your agency build or implement them for you, or [installing them from the Shopify App Store](https://help.shopify.com/en/manual/checkout-settings/checkout-extensibility). So what components are available, and what can they do? Here’s a list: 1. **Checkout UI Extensions**. These are components (basically tiny apps) you can have your Shopify agency build for you and then install using the Checkout editor. Think of extra fields for the customer to fill out, in addition to the static fields that are always there. App developers can also create public UI Extensions, in which case you can download them from the App Store. 2. **A collection of checkout apps.** The [Shopify App Store already has a number of checkout apps](https://apps.shopify.com/stories/guide-customize-your-checkout) available to add extra functionality to the checkout. This collection will expand quickly over the coming year, as app developers start to build public apps and extensions for the new checkout.  3. **Checkout branding API** (to be released). You can have your Shopify agency set up your branding rules in an API once, and apply them to all checkout components (and future additions) with one click. 4. **Shopify Functions**. There is still a (heavily guarded) way into the checkout’s backend, and it’s called Shopify Functions. Have your Shopify Plus agency add custom code in the form of public or custom apps - without the risk of compromising your checkout. If there is a conflict with Shopify’s core, your custom code will simply not work. 5. **Web Pixel Extension API**. The pixel manager is a new section in the Shopify admin where merchants can add and manage pixels to track customer behaviour across their site. This is also where you can integrate any checkout tracking scripts like Google Tag Manager into the checkout. These scripts used to be added to the Liquid theme file, and will cease to work after 13 August 2024. ### Things to do with the new Checkout editor Now that your checkout is becoming much more flexible, what additions could you make? At Domaine Europe, we have implemented a lot of custom features in our clients’ checkouts over the years. Here are a few that our clients liked in the past: - A BFCM banner with a message that shipping times are longer - A field where business clients can enter their VAT number - A field where customers can enter extra information on delivery, for instance that the package may be handed over to a neighbor - An address validation field: does the address exist? This prevents deliveries to non-existent addresses - A note explaining you don’t deliver to postal boxes because of fraude-sensitivity - Adjust payment methods to the chosen shipping method: with a pickup customers can pay in person or by card, with a delivery you offer all payment methods - The option to add a donation with a payment - An age-check (if you sell alcoholic beverages) - The option to add text for a handwritten note with a delivery - Your brand’s USP - Upselling content - A checkbox to add a free gift to an order But you will have [lots of new options as well](https://apps.shopify.com/stories/guide-customize-your-checkout). Bob: “We predict a lot more creativity in Shopify checkouts in the future, as merchants and app developers are catching on. You can even set up different versions of your checkout and temporarily switch to another one, for instance at Black Friday or another special occasion." At Domaine Europe we look forward to seeing what our clients come up with! [**→These are 5 ways Plus merchants customized their Shopify checkout**](https://www.shopify.com/ca/enterprise/customize-shopify-checkout) ### Why Domaine Europe loves working with the new checkout editor At Domaine Europe we’re quite happy with the new Checkout Editor. Shopify gave us early access to test it with two of our clients, and we’re definitely fans! Bob: “In the past we sometimes had to tell clients that something they wanted for the checkout was simply not possible. Now there are vastly more options, so we won’t have to say no as often. We also like that these new extensions will be native, so they load a lot faster and can’t break down as easily. It’s no longer possible to generate JavaScript errors that will disrupt your checkout: now, if there is something wrong your extension will simply not work.” From a frontender perspective, the new checkout is also exciting to work with. Melvin: “This is really fun for developers! It’s a whole new challenge for frontend developers working with Shopify, using React. At the same time it’s pretty foolproof: because the new checkout is very well protected you can work on additions without having to fear a breakdown if you make a mistake. With Liquid, if you did something wrong there were _consequences_. If you really messed up you could make it impossible for customers to complete the checkout, even.” All in all, at Domaine Europe we think the new checkout is a big step forward. Melvin: “Especially now that many Plus clients are using Shopify 2.0. Their sites have become a lot faster with 2.0, but their checkouts were still as slow as before. Now the checkout can keep up as well!” Bob adds: “And just as with Shopify 2.0, clients won’t need us anymore for layout changes, they can do more in-house. We’re really curious to see how clients will use the new checkout.” ### And finally: signed-in shopping with Shop Pay The third checkout announcement in the Winter Editions 2023 had to do with Shop Pay: customers can now use their Shop Pay account to complete a checkout. Clicking the button ‘Buy with Shop Pay’ leads them to their Shop app, where they can complete the checkout in an instant by entering a five-digit verification code. Because the app has their checkout data stored, they won’t have to fill out any fields anymore - making the Shop Pay checkout extremely easy to use and as friction-free as it gets. This relatively new Shopify feature has only just been rolled out to the Netherlands, but it has huge promise. Some of our clients already have Shop Pay enabled and see the results - but we also hear that Dutch customers get confused using the app. Looking for the iDeal payment method and discovering that iDeal isn’t available in Shop (yet), they don’t know how to leave the Shop checkout and go back to the online store’s checkout. Shop Pay is coupled to the [Shop app](https://www.shopify.com/blog/introducing-shop), which customers can use to do all their online shopping in one place: search for products and order them in the app, and pay using the express checkout of Shop Pay. The app only lists products of merchants who have Shop enabled, whether they are on Shopify or not - so this might be an interesting extra sales channel for brands. Shop and Shop Pay are still relatively new on the Dutch scene, but this form of shopping has a lot of potential. Want to know more about it? Get in touch, we’d love to help you with setting up Shop Pay! ### Research says: Shopify Checkout is the best-converting in the world Shopify partnered with a major global management consulting firm, providing them with comprehensive data and requesting a thorough analysis of checkouts across various commerce platforms worldwide. Regardless of the findings, Shopify committed to publicly sharing the results of the study. After an independent examination spanning several months, the consulting company discovered that Shopify's overall conversion rate surpasses competitors by up to 36%, with an average lead of 15%. The study also revealed the significant impact of Shop Pay, Shopify's accelerated checkout solution, which can elevate conversion rates by 50% compared to guest checkout and outperform other accelerated checkouts by at least 10%. Even the mere presence of Shop Pay can enhance lower funnel conversion by 5%, as per the study's findings. [Learn what makes Shopify’s checkout unparalleled.](https://www.shopify.com/enterprise/shopify-checkout) ### Domaine Offsite 2024: Tulum https://domaineworldwide.com/insights/events/domaine-offsite-2024/ Learn more about Domaine’s offsite in Tulum in 2024. More than just a Shopify agency retreat, this experience brought together a team from all corners of the globe. #### Amid the lush jungle and sparkling shores of the Caribbean sea, we participated in various workshops about departmental initiatives. From long-standing colleagues to new faces, bonds were formed that we know will elevate our collaborative efforts moving forward. As a company that thrives on creativity and strategy, these new connections will help fuel the next phase of Domaine. ![Domaine team members in a workshop](https://cdn.sanity.io/images/cxeknc6v/production/e4735f0e349852ef55414775c76320b3ef0cc537-2000x1334.jpg?w=1600) ![Domaine team members in a workshop](https://cdn.sanity.io/images/cxeknc6v/production/4e1c98b12324410fed2de62758f4047a9f36f812-2000x1334.jpg?w=1600) ![Domaine team members in a workshop](https://cdn.sanity.io/images/cxeknc6v/production/0d0a5d3797687be4abb3d4e9bf08156ef7a53abb-2000x1334.jpg?w=1600) ![Domaine team members in a workshop](https://cdn.sanity.io/images/cxeknc6v/production/9887becedac64c23de6f600c2471d241f6ff71a2-2000x1334.jpg?w=1600) ![Domaine team members in a workshop](https://cdn.sanity.io/images/cxeknc6v/production/752894c74788d5716dfeaa384d089c2882dcc0fe-2000x1334.jpg?w=1600) ![Domaine team members in a workshop](https://cdn.sanity.io/images/cxeknc6v/production/7e2bde2e31983f20614d9befa2000da2d04d5b94-2000x1334.jpg?w=1600) ![Domaine team members in a workshop](https://cdn.sanity.io/images/cxeknc6v/production/8bd3c4fd16d2a49a528d33aef0f3d46f0c8472f8-2000x1334.jpg?w=1600) ![Domaine team members chatting in the pool](https://cdn.sanity.io/images/cxeknc6v/production/ee0aa1a73e38ca4559593a23936f6a90c3df3cd1-2000x1334.jpg?w=1600) ![Domaine team members at the beachside bar](https://cdn.sanity.io/images/cxeknc6v/production/007decf29967d76136753c4546699d177f5f22bc-2000x1334.jpg?w=1600) ![Christian's leather boots](https://cdn.sanity.io/images/cxeknc6v/production/08a36a13096b5a39024e9e2c06e7245796aeb52c-1334x2000.jpg?w=1600) ![Two Domaine team members greeting each other](https://cdn.sanity.io/images/cxeknc6v/production/1bed3261627b3651895b13629748fa4750c1ca67-1334x2000.jpg?w=1600) ![Domaine team enjoying the beach](https://cdn.sanity.io/images/cxeknc6v/production/9405c53ba04c5276a0d464dcfc7fabe77deaa736-1334x2000.jpg?w=1600) ![Domaine team chatting at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/7388b31c58cca1a101f86eee0beb0625b3bfbd4a-1334x2000.jpg?w=1600) ![Two Domaine team members greeting each other](https://cdn.sanity.io/images/cxeknc6v/production/34afe331b50dc8f40e73df6f74de4160dfb7fae0-1334x2000.jpg?w=1600) ![Domaine team members in a workshop](https://cdn.sanity.io/images/cxeknc6v/production/fc00d435f0482d3c83e48d3bf9f13b86af7df490-1334x2000.jpg?w=1600) ![Danielle grabbing a snack at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/fa113e561240e38f1a7ae5aaa94f343b7207e4b1-1334x2000.jpg?w=1600) ![Domaine team at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/9cc9db22d271c4eb64835aea63fc6574535e311a-1334x2000.jpg?w=1600) ![Domaine team at the resort bar](https://cdn.sanity.io/images/cxeknc6v/production/ab00899d1492d85511c72ce280c6c3ca2c90f103-2000x1334.jpg?w=1600) ![Melody at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/cf6c1f1570f91bebf03e697b5946ae4347a9185b-2000x1334.jpg?w=1600) ![Domaine team members giving water to a local dog](https://cdn.sanity.io/images/cxeknc6v/production/3420cc07593aab696425bf734b85f3b7939bf97b-1334x2000.jpg?w=1600) ![Katherin saying hi to local dogs](https://cdn.sanity.io/images/cxeknc6v/production/5e1451d15a98258ac585944441eab5af966d449c-1334x2000.jpg?w=1600) ![Melody and Oliver at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/4ede528cad727ab863296cebb82359c2b2182757-1334x2000.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/23d22bc03034c5190fe58a25044ab3096f977036-2000x1334.jpg?w=1600) ![Milo on the beach](https://cdn.sanity.io/images/cxeknc6v/production/b8d946d845e47ab10046c0d94b1e24c0e3c28ac9-1334x2000.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/cc77f03b28b6e89705bbae0140e8ceac51c52436-2000x1334.jpg?w=1600) ![Christine and Ashley enjoying aperol spritzes](https://cdn.sanity.io/images/cxeknc6v/production/6e85fc6c4ee5d32ebeb9c399c194b5c32b784045-2000x1334.jpg?w=1600) ![Domaine team members hanging out on the beach](https://cdn.sanity.io/images/cxeknc6v/production/c0007917d91a88f0e6161c600e2adcd0a623a408-2000x1334.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/b3d1fedb9b7fdc5cb6781856f5bcd4b8ba197bfc-2000x1334.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/41a886ac660de72b76b2ecdd1f8135424d075062-1334x2000.jpg?w=1600) ![Jen and Joy at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/4aa3d95a58a4dac179645652982e0d3fa9a6cc9d-1334x2000.jpg?w=1600) ![Derek, Katherin, and Peter at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/77751da7bdc5d0ff1dcef3cf0caa6f1ffe88b1e3-1334x2000.jpg?w=1600) ![Andy and Alannah at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/026b77b44b55f2c70f1e6cac4a260fdc493b9fdd-1334x2000.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/d5c9dd03f20f5c165b323425248295635f183127-2000x1334.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/773d3ef15578e331cbc3094b4a81d1bdd7dd6448-2000x1334.jpg?w=1600) ![Milo and Blaise cheers-ing](https://cdn.sanity.io/images/cxeknc6v/production/330195f5275aff0a7209dfed5036cb63a5fc4669-1334x2000.jpg?w=1600) ![Laura at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/462345dc76c73627d10cd556ca665837eef8a494-2000x1334.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/839ebba8325bf8191d4aa5995d9009dc9032e228-2000x1334.jpg?w=1600) ![Domaine team members at the resort bar](https://cdn.sanity.io/images/cxeknc6v/production/7c3a13ca11ba429dfe694b3c2fff08402270cdba-2000x1334.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/170df01863a42ab43c354145ff59f99e7bf00ee4-2000x1334.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/0cb5c00ae612447345c719275c56d35a4e2bcb36-2000x1334.jpg?w=1600) ![Domaine executives speaking at the offsite](https://cdn.sanity.io/images/cxeknc6v/production/abcbb5fbc083058a5504ffee1df7faffc4d7f511-2000x1334.jpg?w=1600) ![Chelsey and Kim listening to a presentation](https://cdn.sanity.io/images/cxeknc6v/production/db9c1963107e2dce6c00735437bb1ddb8571b188-2000x1334.jpg?w=1600) ![Domaine executives speaking at the offsite](https://cdn.sanity.io/images/cxeknc6v/production/fe9a6b34c2208a2a0def1eda3d63dce02b31a989-2000x1334.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/8084654822243a920f9b748d02aeb79af799e0b7-2000x1334.jpg?w=1600) ![Domaine stickers](https://cdn.sanity.io/images/cxeknc6v/production/d758da10305ed43a749fe78300ed7fd1d9374221-1334x2000.jpg?w=1600) ![Palmer saying hi to a local dog](https://cdn.sanity.io/images/cxeknc6v/production/33aaa9749a013e5135fefa83ef1fa892e0cf6fc6-2000x1334.jpg?w=1600) ![Melody and Shelby at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/accb92b5c4206032dd94927eddf1eb65a6647a0e-2000x1334.jpg?w=1600) ![Domaine team members doing an ice bath challenge](https://cdn.sanity.io/images/cxeknc6v/production/972522654a3f2a5367d149261a8d88ec3a3fa36c-1334x2000.jpg?w=1600) ![Mac in an ice bath](https://cdn.sanity.io/images/cxeknc6v/production/ba9aa3df0f7609a25adb1b997f84fd229d0ae059-1334x2000.jpg?w=1600) ![Mac cheering after his ice bath](https://cdn.sanity.io/images/cxeknc6v/production/4160b1c9b63dfc6eb6de4f9b50f67062b9234e0f-1334x2000.jpg?w=1600) ![Domaine team members meditating](https://cdn.sanity.io/images/cxeknc6v/production/4c2867b9f9d1aecd1605202ea551c09fdf593f82-1334x2000.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/1a7bc1d1d08642dad5bc4ca93393a5a000f84219-2000x1334.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/91181ce682b15162761a71ed9ea12822b4219339-1334x2000.jpg?w=1600) ![Domaine team members at the resort restaurant](https://cdn.sanity.io/images/cxeknc6v/production/d6da3ba2dad49cfb1d56f5ffa9256a66b42d02b0-1334x2000.jpg?w=1600) ![Domaine team members in front of a Mayan pyramid](https://cdn.sanity.io/images/cxeknc6v/production/799a8392300d59a8d124ad18915d99a1ce0bbebc-2000x1333.jpg?w=1600) ![Domaine team members in the Sac Actun cenote](https://cdn.sanity.io/images/cxeknc6v/production/bde00b7e91e194e2a8bff61e2cd20d299278819c-2000x1333.jpg?w=1600) The trip wasn’t all work, though. We spent days soaking in the warmth of Tulum, from body surfing in the sea to encountering the raccoons that roamed our resort grounds. Highlights of the trip included an incredible beachside dinner, featuring a traditional slow-roasted Mayan feast, and a serene, reflective moment in the Sac Actun Cenote, where the silence seemed to speak volumes. We even braved jungle ice baths—an invigorating and shared test of endurance that mirrored our collaborative spirit. ![Group photo of the entire Domaine team on the beach during the offsite in Tulum](https://cdn.sanity.io/images/cxeknc6v/production/95d70ecd55aa33d1ba9aab359f0c0520876fdc94-8064x6048.jpg?w=1600) A final standout was the Mayan gratitude ceremony, a quiet, collective acknowledgment of the journey we’ve all embarked on together as a team. It was a moment of pause, to reflect on where we’ve been and where we’re headed. As we head back to our respective cities, we carry the spirit of Tulum with us: grateful, connected, and ready for what’s next. **Join Our Team** — Check out our latest openings here. — [Careers](https://domaineworldwide.com/careers/) ### DSGVO, Shopify & Apps For Businesses in the DACH Region https://domaineworldwide.com/insights/commerce-insights/dsgvo-shopify-and-apps-for-businesses-in-dach-region/ How does Shopify support GDPR compliance in DACH? Explore data protection, app requirements, data hosting, security, and merchant responsibilities. We hear this question often: how should a platform like [Shopify](https://www.shopify.com/) be evaluated against GDPR requirements, especially once third-party apps are added to the mix? The short answer is that Shopify runs a genuinely structured, standardized approach to compliance, one that gives merchants a workable foundation rather than leaving GDPR entirely up to them. ## Where responsibility sits: Shopify as processor, merchants as controller At the platform level, Shopify has put in place a fairly comprehensive framework to support GDPR compliance. Legally, Shopify acts as the data processor, and the merchant remains the data controller, a relationship set out in Shopify's Data Processing Addendum (DPA), which defines each party's responsibilities around personal data handling. For European merchants, the contracting entity is Shopify International Limited, based in Ireland, which places the relationship under the jurisdiction of the Irish Data Protection Commission. Customer, order, and shop data for European merchants is typically stored within the European Economic Area, Switzerland, or the United Kingdom, and where international transfers are required, Shopify relies on recognized mechanisms such as Standard Contractual Clauses and adequacy decisions to keep those transfers compliant. From a security standpoint, Shopify also holds internationally recognized certifications, including PCI DSS Level 1, the highest tier of payment data security compliance, alongside SOC 2 Type II and SOC 3 reports. Together, these give merchants a level of independent assurance around the platform's security that most would otherwise have to build and audit themselves. Merchants also get built-in privacy tools for handling customer data requests, consent management, and cookie controls, which takes a meaningful amount of day-to-day GDPR administration off merchants' plates, work they'd otherwise have to build themselves. ## The App Store's compliance floor The Shopify App Store is a core part of this ecosystem, and Shopify applies the same strict privacy and compliance standards there. Every app listed must provide a transparent, easily accessible privacy policy that spells out which data it collects, how it's processed, and how long it's retained. Shopify also requires developers to implement mandatory compliance webhooks, the technical mechanism that lets GDPR-related requests, such as customer data access or deletion requests, get handled automatically rather than case by case. One notable part of this is the platform's data redaction flow: the shop redaction webhook fires roughly 48 hours after an app is uninstalled, and from that point the developer has up to 30 days to complete the removal of the associated customer data. In recent updates, Shopify has tightened these requirements further, with more emphasis on data minimization, encryption of sensitive information, detailed processing documentation, and mandatory support for customer rights such as data access, export, correction, and deletion. International transfers outside the EEA are reviewed just as closely, and are only permitted once approved legal safeguards are in place. The result is a standardized privacy framework that applies to every app in the store, regardless of where it's developed or operated. GDPR compliance isn't left to individual developers to interpret; Shopify enforces the same data protection principles systematically across the ecosystem. ## What happens if an app provider fails or goes out of business A common concern among larger merchants is what happens if a third-party app provider experiences downtime, shuts down, or becomes insolvent. Shopify has fairly clear mechanisms in place for this scenario as well. App developers are encouraged, and in some categories required, to support orderly wind-down processes that let merchants transition away from an app in a controlled way. More importantly, the data that matters most, products, customers, and orders, remains stored within Shopify itself rather than within the app's own infrastructure, so the storefront and core commerce operations keep running even if a given app becomes unavailable. Apps sit on top of the platform; they aren't the foundation it runs on. Shopify also recommends regular data exports, and encourages merchants to build third-party app scenarios into their broader disaster recovery and business continuity planning. ## Is Shopify an open or closed ecosystem? Another point that's often misunderstood is how open the Shopify ecosystem actually is. It's sometimes described as a closed platform, though the architecture argues otherwise: Shopify offers a flexible, extensible set of APIs, including the Admin API, the Storefront API, and the Functions API. Businesses can build custom integrations into virtually any external system, including ERP, PIM, CRM, or WMS solutions, and can develop fully custom apps independent of the App Store whenever that's the better fit. Modern architectures such as headless commerce run on Shopify as a standard option, and through Shopify Functions, businesses can customize backend business logic, including discounts, checkout rules, and payment customizations, directly within the platform. Shopify is best described, then, as a managed platform with an open architecture. The managed part mainly refers to Shopify hosting and maintaining the infrastructure itself, which is also one of the platform's clearer security and compliance advantages. ## Where this leaves merchants building in DACH Put together, Shopify pairs a regulated approach to privacy and compliance with an architecture that stays flexible and scalable. Merchants get the stability and governance that comes with a well-audited platform, while still keeping considerable freedom to design and scale their commerce operations around their own technical and operational needs. If you're weighing Shopify against other platforms for a DACH build, or want a second look at how your current app stack handles GDPR, [we're glad to talk it through.](https://domaineworldwide.com/contact/) ### How BOSKA used marketplaces to build a global e-commerce presence https://domaineworldwide.com/insights/commerce-insights/how-boska-used-marketplaces-to-build-a-global-e-commerce-presence/ With more than 125 years of history, BOSKA is a Dutch brand that has always been closely connected to the kitchen. Known for tools like cheese slicers and fondue sets, it has traditionally been a retail-first business. But in recent years, BOSKA has shifted its focus to digital channels. That journey began just five years ago. Today, direct-to-consumer (DTC) accounts for nearly 40% of its total business. In the podcast we spoke with Pascal Verheul, who leads the e-commerce and performance marketing teams at BOSKA. He shares how they’ve approached DTC growth, why marketplaces still matter, and what steps they’re taking to create a more personal online experience for their customers. ### A strong foundation in DTC, built over time [BOSKA’s](https://www.boska.com/) shift to DTC didn’t happen overnight. It began in 2019 when the company decided to move beyond retail and start selling directly to consumers through its own webshop. “Direct-to-consumer was only about one percent of our total revenue back then. Now it’s almost 40 percent,” Pascal said. This growth came from a combination of strategy, investment, and partnerships. BOSKA worked closely with Domaine Europe’s team to build its Shopify-based storefront. At the same time, it expanded its reach through marketplaces, which complemented their retail presence and offered fast access to international markets. As Pascal put it, “Retail is still part of our DNA, but online has given us a new way to grow.” BOSKA’s long-standing success in B2B helped provide a stable base, while digital gave them new levers to pull. But this growth also required a mindset shift. “With DTC, you’re not just selling products. You’re building customer relationships and shaping their experience from end to end.” ### Marketplaces: Growth channel and learning ground BOSKA had already been working with platforms like Amazon and Bol.com as a vendor. But the vendor model left them with little control. “We didn’t know who was buying, how the product was priced, or how it was being presented,” Pascal explained. Over time, they expanded to include all Amazon platforms across Europe, as well as in the United States, Canada, and Mexico. Bol.com remained key in the Dutch market, and regional players like Kaufland and Walmart also became part of the mix. Marketplaces proved to be more than just sales channels. They became testing grounds for new regions and products. “Amazon makes it relatively easy to launch in a new country. It helps you validate whether there’s demand before investing in local logistics,” Pascal said. This was also the case in the UK, where BOSKA launched via Amazon and saw enough traction to activate boska.com for that market. Still, marketplaces come with limitations. “It’s all transactional. Customers are buying based on reviews and rankings. We don’t know who they are, and we can’t build a relationship.” That’s one of the reasons BOSKA is now working to bring more of those customers to its own platform. ### Logistics: Choosing the right model for each channel Handling logistics efficiently is one of the main reasons BOSKA has been able to scale. The company uses fulfilment by Amazon (FBA) and Logistics via Bol (LVB) for its best-selling products, while longtail items are fulfilled by a 3PL in the Netherlands. This hybrid model allows them to adapt to different markets and customer needs. Pascal highlighted how important it is to play to your strengths. “We briefly considered handling DTC logistics ourselves, but it’s a completely different business from B2B fulfillment. One cheese slicer in a gift box is not the same as shipping pallets.” Their 3PL setup also allows for more personalisation. Gift wrapping and handwritten notes are available for orders on boska.com, which helps differentiate the DTC experience. “Many of our products are given as gifts. It matters that the unboxing feels thoughtful.” Automation has been critical too. In the early days, many orders were processed manually. Today, they use [ChannelEngine](https://www.channelengine.com/en/all-marketplaces/shopify) as a marketplace integrator to automate order routing and fulfillment across marketplaces. “You need that efficiency to keep operations scalable. Without it, the cost structure becomes unsustainable, especially for lower-priced items.” ### Building loyalty with first-party data One of the biggest challenges with marketplaces is the lack of customer data. Without insights into who’s buying their products, BOSKA struggles to build retention and understand buyer behavior. That’s why the team is now investing in ways to gather more zero- and first-party data through their own channels. Packaging now includes QR codes that invite customers to visit boska.com. There, they can find recipes, inspiration, and product registration tools. It’s one way of bringing marketplace and retail buyers into their ecosystem. “We sell millions of products a year, but a relatively small percentage of those customers come through our webshop. We want to change that.” A loyalty program is also in development. The idea is to reward customers not just for purchases, but for engagement and interaction. Even if someone received a BOSKA product as a gift or bought it in a store, they could still sign up and start collecting points. “That’s how we bring people into our world, even if the first touchpoint wasn’t direct.” The next step is segmentation and personalisation. BOSKA already uses email marketing automation, and they’re now exploring a customer data platform to go further. “Eventually, we want every email and homepage to feel tailored. Not everyone should see the same content.” ### What’s ahead for BOSKA This year, BOSKA is consolidating its multiple Shopify stores into one environment using [Shopify Markets](https://www.code.digital/blog/what-is-shopify-markets). That will allow them to manage all regions from one platform while offering localised experiences. The UK will be relaunched as a full market, supported by local fulfillment and an updated customer journey. **→ Are you looking to expand cross-border, or migrate your international store to Shopify?** [**In this blog**](https://www.code.digital/blog/selling-internationally-with-shopify-what-are-your-options) **we’ll help you determine which Shopify setup works best for your business.** A key part of this future strategy is product personalisation. The company is adding features that allow customers to personalise gifts with names, messages, or symbols. “It’s something marketplaces can’t offer. It’s a reason to come to boska.com instead.” Pascal’s team is also growing. They now have a dedicated marketplace manager and someone to take full ownership of the webshop’s growth. “We’ve seen what focus on marketplaces can do. Now we want that same attention on our own platform.” ### Advice for brands balancing DTC and marketplaces For brands that are already strong on marketplaces and considering a DTC push, Pascal’s advice is clear: create focus. “The past few years we focused on marketplaces and B2B, and it worked. But it also meant our own webshop got less attention. You need to dedicate time, resources, and people. Growth will follow.” His approach is pragmatic, but also hopeful. By building the right tech stack, offering a more personal experience, and using data the right way, BOSKA is creating a strong DTC channel that supports its other strengths. ### The Internationalization Guide for Brands on Shopify https://domaineworldwide.com/insights/technology/internationalization-guide-for-shopify/ Master global expansion with Shopify! Learn the essentials of catering to international customers, from localization to compliance, & expand your reach today. A Shopify storefront opens the doors to global sales. But building a worldwide audience takes a bit more work. Imagine a potential customer encountering a website in a foreign language with unfamiliar pricing. The chances of a conversion are slim. To cater to international customers, you'll need to consider both internationalization and localization. But what exactly do these terms mean for Shopify users? ![A mobile phone with modals that say "We ship to Canada", "Your language is set to English", and "Selectors in footer toggle" as wells as a screenshot of what it looks like in Shopify admin to manage a primary and other international markets. All on a green background.](https://cdn.sanity.io/images/cxeknc6v/production/0c77e27d99ba6e81aadba6200b9d2c3e8ef6b0c8-1000x443.jpg?w=1600) ## The Basics of Internationalization for Ecommerce People often use “internationalization” and “localization” interchangeably. In fact, they’re two separate concepts. Shopify's platform is ready for global sales (internationalized). But for a seamless experience, you need to make sure your third-party apps and plugins are too. Meanwhile, localization tailors aspects of your store—like language, currency, and local preferences—to specific regions. In essence, internationalization lays the groundwork, while localization applies the specific pieces you need to run an ecommerce operation in another locale. As it relates to Shopify, it can be helpful to think about internationalization in three tiers: 1. Tier 1: At the most basic level, turning on internationalization is relatively straightforward with Shopify's international sales tools (formerly Shopify Markets), the platform's functionality that helps brands manage and expand their global sales. With Shopify's international sales tools, you can create customized online shopping experiences for different customer segments, targeting specific countries or regions. Shopify's international sales tools also lets brands group countries and regions together to simplify expansion efforts, making cross-border ecommerce more accessible. ([source](https://help.shopify.com/en/manual/markets)) 2. Tier 2: Here, we introduce Shopify's Managed Markets (formerly Shopify Markets Pro), which includes additional features powered by [Global-e](https://www.global-e.com/en/), a natively integrated cross-border ecommerce platform that helps brands grow international sales. When a brand uses Shopify's Managed Markets, Global-e becomes the merchant of record. A merchant of record is the legal entity responsible for selling products to a customer, and for adhering to local laws and regulations in another region or country. (Think tax remittances, acceptance of local payment methods, shipping and fulfillment.) With Shopify's Managed Markets and Global-e baked in, brands don’t have to take all of that on. ([source](https://help.shopify.com/en/manual/markets/markets-pro)) 3. Tier 3: The third tier is aimed at the complexities of internationalization for large Enterprise brands. These brands are already operating in multiple regions and typically require regional sites, or expansion stores, to better manage localized campaigns, product launches, sales, and more- which Domaine has a long history of accomplishing for Enterprise brands using the Shopify platform. These brands are high growth and looking to tackle the complex internationalization challenges that we love solving for. ## What is the Difference Between Shopify's International Sales Tools and Managed Markets? At a high level, the difference is simple.** Shopify's international sales tools** helps brands expand their reach by selling in multiple currencies and languages. **Shopify's Managed Markets **offers additional features such as localized pricing and inventory management, duties and taxes in regional proxies, product restriction avoidance, highly competitive shipping rates and more, making it a great solution for larger businesses with complex international operations. With Shopify's Managed Markets brands can trust Shopify to automatically restrict specific products in specific regions that would otherwise get denied at customs. Managed Markets can also include taxes and duties into the bottom line price in regions where shoppers expect to see just the final amount. This reduces sticker shock and improves conversions. Finally, Shopify's Managed Markets includes order editing that allows brands to make post-purchase changes without having to worry about updating duties, taxes or currency changes. ## Key Success Factors for Global Shopify Sellers ### Market Research and Localization Localization isn't just about translation. It's about removing purchase barriers (language, currency, etc.) and building trust by catering to local preferences. Here's a few examples of what it takes to win international customers: - **Speak their language:** Ditch the translation robots. Invest in human translators who can capture your brand voice, understand idioms, and capture cultural nuances. - **Design for their eyes:** Clean layouts and white space might work in the West, but other cultures actually prefer information-dense interfaces. Build your store top-to-bottom for your target audience. - **Market for their moments:** Every culture has holidays and seasons when people are more likely to shop. Align your promotions and sales with these cultural touchstones to maximize impact. A localized shopping experience is _the_ key to connecting with international customers, driving sales and winning brand loyalty. Here’s a quick story to back that up: ![A screenshot of the desktop Laura Mercier site, with the country selector menu open and a mobile screenshot of the bareMinerals site PLP, showing prices in GPB, all on a green background.](https://cdn.sanity.io/images/cxeknc6v/production/01c337e2cd26654fcf551116896441f7e6143466-2880x1276.jpg?w=1600) _When [Laura Mercier](https://domaineworldwide.com/work/laura-mercier/), [bareMinerals](https://domaineworldwide.com/work/bare-minerals/), and [Buxom](https://buxomcosmetics.com/) transitioned to new parent company, Orveon, they had the opportunity to put together a new innovation roadmap to accelerate growth. Their original Salesforce Commerce Cloud (SFCC) sites were under-invested in and missing key ecommerce tools and functionalities. They came to Domaine to re-platform to Shopify Plus to accelerate speed to market for internationalization._ _The move to Shopify enabled powerful updates like stronger personalization and a more interactive shopping experience, allowing all three beauty brands to serve the right product at the right time and increase conversion. The new sites leveraged Shopify 2.0’s theme abilities to successfully roll out nine regional sites in eight months, all built for multi-language and multi-currency. Each regional site gives brand operators the flexibility to toggle features on and off based on regional needs. And, local teams can implement their own strategies for marketing, content, and merchandising._ _This strategy created uniformity for the roll-out of digital products while giving brand operators flexibility to tailor regional experiences. Ultimately, it allowed all three Orveon brands to focus on first-party consumer data to build personalized experiences across different regions._ ### International SEO Best Practices According to [Klarna Insights](https://insights.klarna.com/shopping-pulse/), over 44% of customer journeys start with search engines. Search becomes even more crucial in new markets where brand awareness is low. SEO basics hold true, but hopping international borders calls for a few tweaks: - **Target local languages:** Use [hreflang](https://moz.com/learn/seo/hreflang-tag) tags to show search engines the right language version for each region. It won’t_ necessarily_ improve rankings, but good user experience is good SEO. - **Localize product URLs:** Shopify offers custom domains and lets you translate product names in URL slugs to improve local relevance. - **Consider local search engines:** Google still rules in the U.S., but dominant players differ by market–for example [Baidu](https://www.baidu.com/) in China and [Yandex](https://yandex.com/) in Russia. There’s no such thing as SEO magic, but there are plenty of [Shopify apps](https://apps.shopify.com/) that can help you optimize. ![Graphic of headphones showing different regional prices](https://cdn.sanity.io/images/cxeknc6v/production/3bcf8e229a790e1c7a88eff380859adfc535d7b2-2400x1276.jpg?w=1600) ### Payment and Currency Considerations You probably don’t need to ditch your payment processor, as most of the top players (like (Shopify Payments, Stripe, and PayPal) handle international payments. Here's what matters, though, when it comes to payments and currency: - **Currency conversion:** You’ll want to offer local currencies to boost conversions from foreign users, while having the payment land in USD to your account. Payment processors will almost always handle conversion, but may charge extra. - **Payment methods:** Visa/PayPal aren't universal. Make sure your processor supports the most popular credit cards and payment apps in each market. - **International fees:** Expect additional fees beyond currency conversion. Do the math to see if they’re worth the impact to your bottom line. If you’re a large brand with a complex setup, you might need separate Shopify instances (aka separate copies of your store) for different business units in each country. At Domaine, we’ve helped numerous household brand names powered by Shopify tackle complex internationalization challenges. ### Legal and Regulatory Compliance Compliance is key when selling abroad. Here are a few things to watch for: - **Import/export:** Verify whether or not your products aren't subject to import/export controls in your target markets. - **Taxes:** Shopify helps collect international taxes, like Value-added tax (VAT), but it’s a good idea to understand your obligations. - **Data privacy:** Comply with data privacy laws (like the EU’s [GDPR](https://gdpr-info.eu/)) using Shopify apps, and prioritize user privacy from day one. ### Logistics and Shipping Fast and efficient delivery gets trickier as you grow into international markets. Hence, the big question for international fulfillment: centralized operations or a third-party logistics (3PL) provider? The right shipping strategy depends, but here’s one way to approach it: - For close markets, such as from the US to Canada, consider direct shipping. Shopify offers built-in carrier integrations for seamless cost calculation. - For distant markets, like from the US to China or India, a 3PL can handle warehousing and international shipping. Shopify's extensibility allows developers like Domaine to integrate with your 3PL for real-time shipping cost updates. **Fully equipped to handle international legal, regulatory, logistics and shipping specifications and requirements, Shopify Managed Markets, along with Global-e as merchant of record, is how internationalization goes from simple to supercharged.** You don’t have to take it from us– our client [NEST New York](https://www.nestnewyork.com/) was able to focus on elevating their ecommerce experience while Shopify Managed Markets and Global-e allowed them to easily expand globally. We launched their new ecommerce experience with enhanced storytelling, improved product discovery, and modularity in content blocks to empower their brand operators to be more creative and agile with campaigns. ![Desktop and mobile screenshots of Nest's site, showing PLP and PDP screens](https://cdn.sanity.io/images/cxeknc6v/production/90eb27bb8a8712cb13503c1c08c90ddb567fc642-1000x443.jpg?w=1600) “Shopify Managed Markets and Global-e make it possible for brands like ours to grow by taking care of cross-border logistics and shipping, so that our team can focus on creating elevated and seamless experiences for the customer.” - Allyssa Kaiser, VP DTC & Performance Marketing at NEST New York ### Customer Service When serving foreign users, don't just translate your store—localize the entire customer journey. If you’re still small and have limited resources, you can recruit outside help. Many companies offer customer service in foreign languages, resolving issues through your Shopify store and working across time zones. Market research and localization are crucial, but there's always room for improvement. Encourage customers to provide feedback in their native language. Gathering feedback lets you continuously refine your global service and shopping experience. ## Forge Your Own Internationalization Path Internationalization means different things to different brands. Regardless of where your brand is in its global expansion, Shopify and Domaine are here to help you build beautiful ecommerce experiences, grow revenue and eventually… take over the world. 😏 _(Contact form: Your brand has a bright future… Let’s build it.)_ ### How Quiet Luxury Is Shaping the Era of Quiet AI https://domaineworldwide.com/insights/ai-insights/how-quiet-luxury-is-shaping-quiet-ai/ Discover how luxury brands are applying AI through personalization, discovery, and customer experience. Learn why Quiet AI is becoming the new standard for luxury commerce. Across ecommerce, brands are racing to showcase how they're using AI, often making the technology itself the focal point of the experience. In contrast, rather than treating AI as something to be displayed, luxury brands are beginning to apply the same principles that made Quiet Luxury culturally powerful: restraint, intention, and the belief that the outcome should speak louder than the mechanism behind it. This is what we're calling **Quiet AI**. By Quiet AI, we mean a distinctly luxury approach to artificial intelligence — one where intelligence improves the customer experience without becoming the focal point. Rather than treating AI as a feature to be demonstrated, Quiet AI uses intelligence as an invisible layer that enhances discovery, personalization, service, and decision-making while allowing the brand experience itself to remain centre stage. As AI becomes embedded across both customer experiences and discovery platforms, luxury brands face a new balancing act: keeping technology subtle within the experience while becoming more explicit about what makes the brand valuable. **Quiet AI and the craft of disappearing** In luxury, the most impressive details are rarely the most visible ones. AI, when applied well, follows the same logic — disappearing into the experience and subtly improving outcomes without ever interrupting the customer journey to announce itself. In practice, this might mean AI-powered search that understands intent rather than keywords, personalized sizing recommendations based on customer behavior, or discovery experiences that adapt over time without requiring customers to explicitly tell the brand what they want. For luxury brands, this matters deeply. Digital and ecommerce experiences are often where brands within this vertical risk feeling transactional, flattened, or overly optimized. AI offers an opportunity to reverse that trend, not by mimicking a sales associate or layering on more automation, but by quietly removing friction before it's noticed. Product discovery feels more intuitive, recommendations feel more considered, and communication arrives at the right moment rather than the loudest one. The same principle applies to sizing and fit, an area where luxury [ecommerce has historically struggled](https://domaineworldwide.com/insights/commerce-insights/finding-the-right-fit-with-frame/). Instead of forcing customers through explicit fit quizzes or intrusive questionnaires, Quiet AI can draw on return behavior, purchase history, and product interaction to make subtle adjustments behind the scenes. If a customer consistently sizes up in a particular category or returns certain cuts, the experience adapts accordingly—prioritizing products with a higher likelihood of success and reducing unnecessary friction. # The silent advisor While luxury brands may choose to keep AI largely invisible within the customer experience, they cannot afford to be quiet everywhere. Some of the most important AI interactions now happen before a customer ever reaches a brand's website. AI-powered search engines, shopping assistants, and recommendation systems are becoming a new layer between brands and consumers. In many cases, these systems serve as a customer's first introduction to a brand, shaping consideration long before a product page is viewed or a purchase journey begins. The role AI increasingly plays in commerce isn't that of a salesperson. It's closer to a trusted advisor, quietly narrowing options, surfacing recommendations, and influencing decisions before a customer has directly engaged with a brand. This creates an interesting tension for luxury brands. Historically, luxury has often relied on mystique, aspiration, and saying less. Yet AI systems can only understand what they are given. While AI may remain largely invisible within the customer experience, brands increasingly need to be explicit in the information they provide to the systems influencing discovery. Product composition, craftsmanship, materials, provenance, sizing guidance, care instructions, editorial storytelling, community content, and product expertise all help create the context AI systems use to understand and recommend a brand. ## From influence to authority As AI becomes a more influential participant in commerce, the way customers discover products and brands is being reshaped. Across content, commerce, and social platforms, audiences are gravitating toward brands that teach rather than perform and that offer depth instead of surface-level aspiration, in much the same way AI search does. AI rewards clarity, authority, and usefulness, meaning brands that invest in educational, informative, and genuinely valuable content are increasingly advantaged. For luxury brands, this presents an opportunity. The future of luxury content isn't abandoning aspiration, it's supporting aspiration with substance. That means investing in product storytelling that goes beyond campaign imagery and into construction, provenance, craftsmanship, and materiality. It means creating content that answers real questions about fit, fabrication, care, and longevity. And, it means helping customers understand not just what a product is, but why it deserves consideration. The rise of Quiet AI doesn't mean luxury brands should say less. Rather, it means they should be more deliberate about where they choose to speak. The more clearly a brand can articulate what makes it exceptional, the easier it becomes for both customers and AI systems to understand its value. ## The Era of Quiet AI Quiet Luxury showed that value doesn't need to announce itself to be recognized. Quiet AI applies the same principle to technology. As commerce becomes increasingly shaped by intelligent systems, the brands that stand out won't necessarily be the ones talking about AI the most. They'll be the ones using it with intention—creating experiences that feel more personal, more relevant, and more considered without ever making technology the main character. The paradox of Quiet AI is that while technology may become less visible to customers, brands may need to become more explicit about what makes them valuable: richer product information, stronger storytelling, greater transparency, and more authority. Explore how your brand is positioned for the era of Quiet AI [with our AI Audit](https://agentic.domaineworldwide.com/audit/), or [speak with our team to learn more.](https://domaineworldwide.com/contact/) ### How to recover your abandoned checkout with email marketing https://domaineworldwide.com/insights/commerce-insights/how-to-recover-your-abandoned-checkout-with-email-marketing/ Ever wonder why some customers get right to the brink of making a purchase, only to vanish into thin air? That's where the abandoned checkout recovery flow comes in. Unlike abandoned cart reminders, abandoned checkout reminders target customers who were on the brink of completing a purchase but didn't quite make it. This distinct audience represents a higher level of interest, making it crucial to understand what may have caused them to hesitate. At Domaine Europe, we've seen firsthand the power of abandoned checkout emails.On average, they help our clients recover around 10%-15% of potentially lost revenue. What kind of emails do we use, and what timing is best? Read along because it's time to turn missed opportunities into successful conversions. ![Midge](https://cdn.sanity.io/images/cxeknc6v/production/38df16b495b1124171b8f27c26de65d44fa701e9-1226x615.webp?w=1600) ## This blog covers: - Mail 1: We saved your checkout for you! - Mail 2, variant A: Here’s a discount code - Mail 2, variant B: Buy before it’s too late! - Mail 3: Do you need help? ### Our Abandoned Checkout Flows look like this **_Mail 1: We saved your checkout for you!_** **Timing:** Around 2-4 hours after checkout is abandoned, but it depends. **Adjust the time before you send an abandoned checkout reminder to your average order value.** People buying a bike probably need more time to think through their (rather big) purchase, so make sure your email arrives not too fast after they leave your site (2-4 hours later). When they abandoned two packs of coffee you don’t need to wait that long. The first email in this flow is all about service. Basically, you tell the customer: We noticed you didn’t finish the checkout process, we assume you would still like to (hence we saved your checkout for you in case you want to finish the process), and do you need help by any chance? **Always have two different versions of this email: one for existing customers and one for first-time visitors.** They are at different points in their customer journey and, therefore, need a different approach. New customers typically need more time to decide on a purchase, while existing customers already know and trust your brand. Build trust with a new customer by highlighting your USPs and your customer service and by being extra helpful. Whether you send it to a new or existing customer, though, make this email primarily about the products that were left in the checkout. Show images of the products (this can be A/B tested, sometimes it works better with price, sometimes without) and make sure those are the only images in the whole email. No branded header image here! In addition, have a big button with a CTA like ‘Go to checkout’. When the customer clicks it, they should return to where they left off in the checkout process (Klaviyo has this feature! Very useful), so they don’t have to go through all the steps again. Note this, on lengthy checkouts with several products, we would advise adding one CTA on top and one at the bottom of the product block. This way you avoid that your CTA is being pushed out of your screen. Finally: Use the subscriber’s first name to personalize the email, and always show them you are available to help. Put your contact details somewhere visible, so they know where to go when they need you. You could take it next level by thinking about how you can use other data from your consumer to personalize 'Hey Peter, are you exploring Amsterdam next week on your brand new bike?' ![abch](https://cdn.sanity.io/images/cxeknc6v/production/f7ad48bd87b220b4fee6612fa197538b3eb95a0c-1888x898.webp?w=1600) **_Mail 2, variant A: Here’s a discount code_** (For new customers) **Timing:** 24 hours after email 1. This is most likely the time of day when this customer is online shopping. Following up on the first email when people didn’t return to your checkout takes some thinking. First, you have to decide how many times you want to remind people of their abandoned checkout: too many reminders might be perceived as pushy, so at Domaine Europe, we usually limit ourselves to two. Monitor your flow throughout time. If your unsubscribe and spam rates allow, you can extend with more emails. Second, there is this to consider: seasoned online shoppers might abandon checkouts simply to see if you’re going to reward them with a discount code. We advise doing that only with first-time customers: to get them over their barrier, offering a discount code for free shipping usually works. Free shipping is a fixed sum and is quite neutral, but **if you offer a discount on products you have to decide what suits your brand and product best**: a percentage or a fixed sum? Intuitively, a fixed amount is a better fit for luxury products, and a percentage for the not-so-exclusive products. Returning customers who abandoned the checkout receive a different follow-up email, without a discount code (see below). As we mentioned above, **new customers also need more introduction to your brand’s USPs and customer service**. If your brand has a product quiz or other tool to help customers choose the right product for them, this email is a good place to introduce the tool as well. In addition, social proof and user-generated content should be used. Think about customer quotes, product reviews, or store reviews. For some brands, the classic abandoned checkout emails don’t work. This is often the case with brands selling products that need to be experienced first-hand, like mattresses and bikes. Hence, getting people to visit these brands’ brick-and-mortar stores is key. In those cases, make the second email in the abandoned checkout flow all about inviting customers to book an appointment: to test-drive a bike or to test-sleep a mattress in one of their stores. ### **_Mail 2, variant B: Buy before it’s too late!_** (For existing customers) **Timing:** 24 hours after Mail 1. You do not want to train your customers to expect a reward every time they abandon your checkout, so have a different second email ready for returning customers. This one doesn’t have a discount code and can be a little more urgent in its message, something like: the product is very popular and about to be sold out, so hurry! ### **_Mail 3:_** **_Do you need help?_** **Timing:** 2 days after the customer left the checkout. Check unsubscribe rates and spam rates before rolling this out, though. An optional third email in this flow might be a very service-oriented message in which you ask for feedback. Is there anything preventing the customer from buying? Did their payment not go through, were the credit card fees, shipping costs, or delivery times an obstacle? Would they be interested in filling out your product quiz to decide which product is the best fit for them? Does the customer need your help with technical difficulties, or is there something else not working well for them? If you play your cards right, such an email might give you very valuable insights into the problems and obstacles people run into when they want to buy something from you. If a customer takes the time to reply to this email, make sure you offer them excellent service! There’s no happier customer than a customer you helped solve their problem, and if you exceed their expectations you might have found a true ambassador for your brand. Conversely, if you ask for feedback and don’t follow up on it, you just lost a customer forever... So only send this email if you are willing and able to do something with it. Since this email feels quite personal to the receiver, consider leaving out the usual automated branding. A text-only message from jane@customerservice conveys to customers that your brand is actively seeking their input, which will make them more inclined to reply. ### Implement your abandoned checkout recovery flow Ready to turn those lost sales into wins? Implementing an effective abandoned checkout recovery flow can be a game-changer for your business. At Domaine Europe, we would love to help you improve. Reach out to our team. ### Why Shopify: 5 reasons why Shopify is a good idea https://domaineworldwide.com/insights/technology/why-shopify-5-reasons-why-shopify-is-a-good-idea/ If you are considering migrating to a Shopify webshop, you want to make sure the outcome is worth it, right? Not only should there be some solid return on investment, but maybe you also want to make up for missed results because of your old, underperforming platform. In short: your new e-commerce platform better be good. So what advantages does having a Shopify webshop bring to the table? In this blog, we’ll highlight 5 reasons why Shopify outperforms its competitors. ## 1. Shopify is SaaS After self-hosted, open-source platforms like Magento and WooCommerce have thrived for years, many brands have come to realize the advantages of Software as a Service (SaaS). What is SaaS? The concept of Software as a Service has become pretty established over the past few years, so you might not need any further explanation. Just in case, allow us to summarise it here: SaaS is about eliminating all the hassle from IT. It centres on the cloud: instead of companies buying and owning licensed software suites or, alternatively, installing and maintaining open source software on their own servers, they can now lease their software for as long as they need it and access it online, from anywhere. ### The software or platform is owned by the company developing and maintaining it. That company - let’s call them Shopify, but Google, Apple, Adobe and a host of other companies work the same way - is responsible for keeping the platform in the air, making it secure, and adapting it to developments in tech and users’ changing needs and expectations. The company employs an army of specialists to do just that. If they don’t, users will simply leave them by terminating their subscription, and move on to a more promising competitor. With Shopify, you are always using the latest version of the platform and you will never face the end of life of the version you’re using. With Shopify, you don’t have to run security updates. Ever. With Shopify, hosting and bandwidth is off your list of things to worry about. And Shopify never crashes: it has a 99.98% uptime. With its infinite scalability, Shopify Plus allows you to process more than 10.000 transactions per minute. Is your brand running on a self-hosted, open-source platform? **These symptoms are a good indicator that it’s time to consider SaaS**. ### 2. Shopify simplifies tech How does Shopify make its platform effective and profitable? First of all, by relieving merchants of any worry about the technology behind their online store. This alone frees up plenty of time for e-commerce teams to focus on revenue-making activities like sales and marketing. With the tech reliably taken care of, merchants can look ahead and start making plans for the future. When those plans involve anything tech-related, Shopify has already cleared the path. Shopify Plus helps you automate any recurring, manual tasks that slow you down, by handing you Shopify Flow and Launchpad. Thanks to **its fast API**, Shopify Plus allows for unlimited integration with other IT platforms. **The Shopify App Store** provides an entire ecosystem of functionality that is fully compatible and easily added to any store. Since Shopify is such a big player, important apps and third-party technologies prioritize integrating with Shopify over other platforms. This causes a majority of new technologies and trends to be available only to Shopify merchants.  What’s more? Shopify makes it easy to elevate your reach by selling your products across diverse channels from a single hub: Shopify. **Ensure a strong omnichannel presence** by tapping into social media and popular marketplaces where your potential customers dwell. **Choose Shopify POS to offer a seamless in-store experience**, manage staff, keep a tight inventory, and more. ### 3. Shopify improves conversion We’ve seen it happening at almost every migration we guided: an increased conversion after migrating to Shopify. How come? At Domaine Europe, we have always admired Shopify’s checkout-first approach and their constant devotion to making it the best, safest and most trustworthy checkout out there. No surprise that research proved [**Shopify’s Checkout is the best-converting in the world**](https://www.shopify.com/enterprise/shopify-checkout). While Shopify’s checkout is best-in-class, you can customize it by adding upsell and cross-sell possibilities, customer-specific discounts, local shipping options and payment methods - all serving to generate more sales. ### 4. Shopify has the same goal as you: making your brand successful [Shopify’s Pricing](https://www.code.digital/blog/shopify-pricing) is built up according to a 'revenue sharing' model (USD $2300 a month or 0.35% of your online revenue, whichever is greater). By asking you to share revenue instead of charging a fixed sum, Shopify allows for your sales figures to fluctuate throughout the year. Even with revenue sharing, Shopify is cheaper than most competing platforms — open source or not. Because of revenue sharing, Shopify’s business goals align very nicely with a merchant's. Both have a vested interest in making the merchant as much revenue as possible. If Shopify succeeds in making its users money, it will share in their profits through revenue sharing. Hence, Shopify has a very clear incentive to make its platform as effective as possible. ### 5. Shopify’s innovation power is unprecedented Shopify is the only platform with over 4,500 engineers continuously working on maintaining and improving the platform, headed by CEO Tobi Lütke (CEO and former developer). Every 6 months, Shopify ships a mind-boggling amount of new features. All you have to do is take a look at [the latest Editions Report](https://www.shopify.com/editions/summer2023) to get an idea of the value this brings to merchants.  This pace of innovation is unprecedented, which is why we believe custom solutions or industry-specific platforms are fundamentally flawed - there will never be enough innovation power to keep up with Shopify’s pace. ### Now confirmed: Klaviyo WhatsApp integration https://domaineworldwide.com/insights/commerce-insights/now-confirmed-klaviyo-whatsapp-integration/ As a Klaviyo Master Elite Partner, we’ve had early visibility into the roadmap and spotted this one coming. But now it’s official: during K:LDN earlier this week, Klaviyo CEO Andrew Bialecki confirmed that native WhatsApp functionality is on its way. Klaviyo's omnichannel marketing automation tool is constantly evolving. Most recently, they announced their intention to position the platform as a CRM for B2C businesses. As such, adding WhatsApp to their product line is the logical next step. In this blog, we take a quick look at the possibilities WhatsApp integration opens up for Klaviyo users. ### WhatsApp vs SMS vs email marketing: a quick comparison With the rise of WhatsApp marketing for businesses a few years ago, it became clear that this new channel has its own distinct advantages compared to email and SMS. As usual it depends on the type of message and communication which solution fits best, which has led many businesses to use the different platforms for distinct purposes. ### Advantages of WhatsApp marketing for e-commerce brands WhatsApp is a great tool for quick and direct communication. Compared to email, WhatsApp is more interactive and has very high opening rates, typically reaching up to 90%. It converts well, too, due to its direct nature; people are more likely to take immediate action by purchasing something or clicking a CTA. All this comes with some downsides, namely a 24-hour marketing window (businesses are limited to sending a maximum of two marketing messages within a 24-hour window if no response is received from the customer) and reduced options for design and branding compared to email. As a result, WhatsApp has become an ideal channel for customer service. This is changing, though: more and more brands are starting to see the uses of WhatsApp marketing, and are getting ahead of the competition. Up to now, WhatsApp marketing has also been more challenging to automate, making it harder to scale. At Domaine Europe, we are fully expecting this to change now that Klaviyo starts integrating with WhatsApp. ### Advantages of SMS marketing for e-commerce brands Like WhatsApp, SMS has high opening rates and allows for quick, clutter-free communication through a channel people check routinely. Unlike WhatsApp, SMS messaging doesn't require an app. Of course, SMS has its own typical downsides, such as a character limit and even fewer options for design and branding than WhatsApp. What's more, it requires users to give their consent before you can send them marketing messages. On the positive side, the users who do give their permission are typically promising leads. ### Advantages of email marketing for e-commerce brands In contrast to WhatsApp and SMS, email offers brands a much bigger canvas for brand storytelling, longer-form content, personalization, and detailed information. Even though its opening rates are significantly lower (depending on industry, around 30-40%), the fact that it is still the cheapest channel gives email a high ROI. Combined with email’s extensive possibilities for automation, segmentation and personalization, this makes it the go-to tool for customer retention. The main drawback of emails is, of course, that they have a lot of competition: your marketing messages easily get overlooked in today's overcrowded inboxes. Additionally, emails are often more formal and don't allow for much conversation or interaction. Other downsides are click bots, which are distorting click rates, and the iOS 15 update, which is distorting open rates. These two combined make email marketing harder to measure nowadays, but not impossible (especially with a little help from Domaine Europe). ### Advantages of WhatsApp marketing with Klaviyo Both email and WhatsApp are essential to an omnichannel strategy. However, the efficacy of WhatsApp messaging can be improved significantly if it is combined with the segmentation, automation and personalization offered by Klaviyo. - Personalize your WhatsApp campaigns by using Klaviyo's advanced segmentation options, and even create individual campaigns - Offer your customers a WhatsApp touchpoint to diversify your customer journey, and to enable fast customer service - Reach customers through WhatsApp that don't respond to email, or bypass their cluttered inboxes for more visibility - Optimize your channels for types of content: instead of emails, generate quick WhatsApp reminders for things like abandoned carts and abandoned checkouts, or back-in-stock notifications that feel exclusive and urgent - Centralize and enrich your customer data by tracking WhatsApp interactions through Klaviyo Third-party tools such as Charles and Trengo offer a Klaviyo WhatsApp integration at the moment, with which it becomes possible to exchange data between WhatsApp and Klaviyo. When Klaviyo offers its own native WhatsApp integration, brands can save cost and profit from Klaviyo's constant innovation of their platform. ### Klaviyo WhatsApp marketing with Domaine Europe Klaviyo is expected to release its native WhatsApp integration later this year. As soon as the date is announced, Domaine Europe plans to organize a launch event to help merchants get maximum value from the new feature. Want to receive a heads-up? Keep an eye on this blog and [subscribe to our newsletter](https://www.code.digital/code-commerce-club-mailing) to stay informed on future developments.  Are you interested in exploring WhatsApp marketing in combination with your Klaviyo account? [Get in touch with our Klaviyo team](https://www.code.digital/contact) to see what is possible for your brand. ### Shopify pricing - a complete overview https://domaineworldwide.com/insights/technology/total-costs-of-a-shopify-store/ What does building a Shopify webshop or Shopify Plus webshop cost? Domaine Europe talks you through all there is to learn about Shopify pricing, to give you a complete picture of the costs you will have to take into account when building and running your e-commerce store on Shopify, including variable- and transaction fees. ![Shopify Pricing explained](https://cdn.sanity.io/images/cxeknc6v/production/1e5e2fb4c8201fd81c081c7770a41fbef4871550-1800x1200.webp?w=1600) ## This blog covers: - Shopify pricing in a nutshell - Shopify Plus pricing: variable fee explained - Transaction fees & Shopify Payments costs - Some sample calculations - The added value of Shopify Plus vs Shopify advanced - Costs of building a Shopify store - Shopify vs other platforms - Priceless: expert help and advice ### Shopify pricing explained The Shopify platform comes in various subscription plans that offer largely the same functionality: Basic (€21 EUR p/m), Shopify (€59 EUR p/m), and Advanced (€289 EUR p/m). In addition to these three there is Shopify Plus, which is optimized for large and enterprise-level merchants and offers a host of extra features (learn more about those here). Below are the Shopify pricing plans and their cost per month, as seen on the Shopify website: ![Shopify pricing overview](https://cdn.sanity.io/images/cxeknc6v/production/9c75633cdaf0216d334f540ed2f93e06e4e4d50a-2930x1720.png?w=1600) ### Shopify Plus pricing: variable fee explained Because the sky is the limit in enterprise e-commerce, the monthly Shopify Plus fee is a fixed minimum. From a certain amount of turnover onwards, it becomes a percentage of your total revenue. Here’s how it works: the Plus monthly fee is 0.35% (3-year contract) or 0.40% (1-year contract) of your revenue, with a minimum of $2.300 (3-year contract) or $2,500 (1-year contract). If we do the math on that, we see that the switch from fixed to variable platform fee takes place at a revenue of $657.143 a month. Is your revenue less than $657.143 a month? Then Shopify Plus costs $2.300 a month with a 3-year contract. Do you turn over more than $657.143 a month? Then a Shopify Plus plan costs 0.35% of your revenue. By asking you to share revenue instead of charging a fixed sum, Shopify allows for your sales figures to fluctuate throughout the year. Even with revenue sharing, Shopify is still cheaper than most competing platforms like Magento, Salesforce Commerce Cloud or Shopware — open source or not. But there’s another argument in favor of the revenue sharing concept: Shopify’s business goals perfectly align with yours: making your brand as successful as possible. Hence, Shopify has a very clear incentive to make its platform as effective as possible. ### Transaction fees & Shopify Payments costs In addition to the platform fee, there are transaction fees to be paid. For every transaction made through your store, a small percentage goes to the Payment Service Provider (PSP) making that transaction possible. Since these are typically the bulk of your costs, it is absolutely worth your while to look into the available PSPs, compare their rates per payment method, and find a set-up that works best for your situation. When you do this, take note that Shopify encourages merchants to use Shopify Payments, Shopify’s very own PSP, instead of platforms like Mollie, Adyen or Pay.nl. Hence, Shopify charges third-party transaction fees: a commission on sales made through other PSPs, for security and compliance costs. The commission amounts to 0.20% (Shopify Plus) or 0.60% (Shopify Advanced) per transaction - in addition to the transaction fees charged by the external payment provider. However, for Shopify Plus users who use Shopify Payments as their primary payment provider, the 0.20% commission is waived. As an example, Shopify Plus users who use other PSPs alongside Shopify Payments but process their credit card transactions through Shopify Payments, will not be charged with a commission on sales through external PSP’s. ![Pricing table 1](https://cdn.sanity.io/images/cxeknc6v/production/cefb4f68539e3cacb5edd9ab9bb132984915abd0-1000x250.webp?w=1600) If you indeed use Shopify Payments, then the transaction fees listed below apply: ![Pricing table 2](https://cdn.sanity.io/images/cxeknc6v/production/5d21c920a3d3f82ddda808c29e364f6bd68baab8-1000x641.webp?w=1600) ### Some sample calculations Let’s make the information above a bit more tangible, shall we? Here are a few sample calculations to show you what all this means for the bottom line. Imagine you have an online store in two languages, which you decided to fully localize instead of translating them through Shopify Markets - hence, you have two separate storefronts. Your yearly turnover is roughly 6 million euros and your AOV is €100, meaning your store processes 60.000 transactions a year. Half of it, including credit card transactions, goes through Shopify Payments, the other half through an external payment provider. What would that cost on the different plans? **Shopify Basic** Yearly subscription fee of €21 x 12 months x 2 stores = € 504 Transaction fees through Shopify Payments €0,25 x 30.000 transactions = €7.500 Transaction fees through Shopify Payments 1.9% of €3 million = €57.000 Commission on sales through external provider 2% of €3 million = €60.000 Total cost: **€125.004 per year** (excl. transaction fees charged by external provider) **Shopify** Yearly subscription fee of €59 x 12 months x 2 stores = € 1.416 Transaction fees through Shopify Payments €0,25 x 30.000 transactions = €7.500 Transaction fees through Shopify Payments 1.8% of €3 million = €54.000 Commission on sales through external provider 1% of €3 million = €30.000 Total cost: **€92.916 per year** (excl. transaction fees charged by external provider) **Shopify Advanced** Yearly subscription fee of €289 x 12 months x 2 stores = € 6.936 Transaction fees through Shopify Payments €0,25 x 30.000 transactions = €7.500 Transaction fees through Shopify Payments 1.6% of €3 million = €48.000 Commission on sales through external provider 0.6% of €3 million = €18.000 Total cost: **€80.436 per year** (excl. transaction fees charged by external provider) **Shopify Plus** Yearly subscription fee (3-year contract) of $2.300 x 12 months = $27.600 ≈ €25.800 Transaction fees through Shopify Payments €0,25 x 30.000 transactions = €7.500 Transaction fees through Shopify Payments 1.4% of €3 million = €42.000 Commission on sales through external provider 0.2% of €3 million = WAIVED (because Shopify Payments is the primary payment provider) Total cost: **€75.300 per year** (excl. transaction fees charged by external provider) As you can see, in this set-up Shopify Plus would cost less than Shopify Advanced, while providing an enterprise-level version of the platform. ### The added value of Shopify Plus vs Shopify advanced You might have noticed the steep increase in monthly costs for the Shopify Plus subscription plan, compared with Shopify Advanced. This is because Shopify Plus targets merchants at enterprise level, and as such offers a host of extra features and functionality. As a rule, whatever you pay extra for Shopify Plus earns itself back a few times over elsewhere in your business - and not just in the form of lower variable platform fees or payment transaction fees. That is why at Domaine Europe we often advise our clients to start on Shopify Plus sooner rather than later: it can give your store a huge boost and accelerate your growth. For instance by making automations a lot easier. Or by offering you ten storefronts instead of just one. Or by adding a suite of B2B functionality, such as customer-specific pricing and minimum order quantities, at no extra cost - or extended versions of Shopify Markets and Shopify POS that will make your business a lot more scalable. And let’s not forget Checkout Extensibility: the option to optimize your checkout’s conversion with things like upsell and cross-sell possibilities, or customer-specific discounts. Here is an overview of the extra features that are included in a Shopify Plus subscription: - Up to 10 storefronts (and even more for a small fee) - Up to 25 headless storefronts - Infinite scalability: process up to 10.000 transactions per minute - Unlimited employee accounts - Supports up to 200 inventory locations - Priority support from Shopify via phone or live chat - B2B on Shopify: combine your D2C and wholesale channels in a single dashboard - Shopify Markets Pro: launch your products in 50 new markets (instead of the 3 offered in the other plans) - Shopify POS Pro: Shopify’s point-of-sale tool, but make it enterprise. POS Pro supports 20 locations, or 200 if you use Shopify Payments. On a Shopify Plus subscription, Shopify POS Pro is free. For other subscription plans it costs €79 a month. - Checkout Extensibility: customize your checkout - Shopify Audiences: find your future brand ambassadors - Bot protection: protects your store from bots during flash sales - Launchpad: automate promotions, product releases and store updates - Shopify Functions: design and implement your own custom apps - ShopifyQL Notebooks: visualize and analyze your data better - Shopify Plus Certified App Partners: access to apps that cater to complex enterprise needs - Shopify Academy: access to workshops and courses that help you scale on Shopify Plus ### When to switch to Shopify Plus So where is the tipping point when it pays off to upgrade from Shopify Advanced to Shopify Plus? In our experience, this can already be a viable move at a revenue of €200.000 a month, or €2.4 million a year. At that point, there is still quite a gap - but as we said earlier, this gap is more than made up for with the value Shopify Plus adds elsewhere in your business. Especially when you are about to expand internationally, or need features like Shopify POS Pro, B2B for Shopify, a customizable checkout, or a number of headless storefronts. Having this functionality custom built far exceeds the cost of your Shopify Plus subscription - so you can save yourself a lot of time and hassle by simply upgrading. ### Costs of building a Shopify store Of course your monthly fee and your transaction costs aren’t the only expenses you will have when running a Shopify store. The store also has to be built and set up. What does it cost to have your Shopify store built, by an official Shopify Premier partner? To give you an idea, at Domaine Europe our clients generally fall into these three categories: - Base (40-50k euros) - like the store of our clients DOUXE and SNURK - Advanced (50-100k) - like the store of our clients namuk, BOSKA and Muchachomalo - Enterprise (100-300k) - like the stores of our client Alpinestars In addition to the initial build costs, you will have recurring costs for things like Shopify apps, Shopify integrations, domain names, localization of content, email marketing with Klaviyo, social media accounts, marketplace fees, and so on. ### Calculate your E-commerce Total Cost of Ownership To get the best insight into the cost of running your online business on Shopify, make sure you look into Total Cost of Ownership. At Domaine Europe we cannot stress enough how important it is to know your TCO: so we made a TCO calculator to help you. Read our blog about TCO, put your numbers in the calculator and it will give you a monthly estimate over a three-year period. ### Shopify cost vs cost of other platforms Are you on another platform than Shopify? And would you like to compare your current platform with Shopify to see if migrating is a smart move for you? Of course you can use our TCO calculator to see how much Shopify would cost for your current setup - but it cannot tell you what your TCO is on your current platform. Domaine Europe can help you with that, and if you contact us we will gladly do the numbers for you. But to give you an estimate already: check out the results of a study Shopify commissioned on TCO here. The study compared TCO across some major e-commerce platforms in the USA, and the outcome is pretty straightforward: on average, Shopify’s TCO is up to 36% better than its competitors’. ![Shopify TCO](https://cdn.sanity.io/images/cxeknc6v/production/d6e6793948c6c70dd6548af23ad00df309438c4f-1155x489.webp?w=1600) ### Priceless: expert help and advice Running and scaling an online store of some size is a complex undertaking, and having an expert to guide you through it all will save you a lot of time and money. If you start calculating the overall cost of your store, make sure to factor in expert advice - it will earn itself back a few times over in the same way a Shopify Plus subscription will. This is where Domaine Europe comes in as an experienced and dependable growth partner for our clients. Tap into our wide knowledge of Shopify, and let us help you grow and scale your online business in a futureproof way. ### Reasons to choose Shopify Plus vs Shopify Advanced https://domaineworldwide.com/insights/technology/reasons-to-choose-shopify-plus-vs-shopify-advanced/ In the competitive world of e-commerce, your choice of platform can be the cornerstone of your success story. The decision between Shopify Plus and Shopify Advanced is no small matter, as each offers a unique set of advantages to meet a range of business needs. In this blog, we'll dive into the key differences between Shopify Plus and Shopify Advanced, guiding you in making the choice that perfectly aligns with your growth strategy. ![Shopify vs Shopify Plus](https://cdn.sanity.io/images/cxeknc6v/production/b476da631e47237f105fe650becb4312d9381460-1479x608.webp?w=1600) ## What to expect in this blog... - Reason 1: Scalability and Performance - Reason 2: B2B with Shopify Plus - Reason 3: Shopify POS pro - Reason 4: Customization and Flexibility - Reason 5: Support - Cost Considerations - Shopify Plus with code Shopify Plus packs a punch with its innovative capabilities, ideal for e-commerce brands with ambitious growth goals. On the other hand, Shopify Advanced is a solid choice for businesses seeking advanced features without the extensive scale of Shopify Plus. As we explore this narrative further, you'll discover why Shopify Plus might just be the game-changer your brand needs. ### Reason 1: Scalability and Performance Shopify Plus excels in scalability, it’s infrastructure is designed to effortlessly handle traffic spikes and surges in transactions, ensuring consistent performance during peak times. Due to its infinite scalability, Shopify Plus allows you to process more than 10.000 transactions per minute. It remains agile as your business expands, without the worry of technical limitations holding you back. While there's a noticeable price gap between these plans, Shopify Plus steps up with an impressive offering including 10 storefronts. This opportunity to have more storefronts is a game-changer for businesses with **global ambitions** or a B2B focus. Tailoring each storefront to specific target audiences gives businesses a competitive edge. “We wanted the newest and the best D2C platform for Stoov, with which we could expand internationally: that’s Shopify Plus.” **- Guus Head of Growth at Stoov** Speaking of international sales, it's worth noting that Shopify Advanced may encounter difficulties. Connecting local payment gateways and courier systems for global sales can be a challenge. In most cases, Shopify Plus is the go-to solution for a seamless expansion into the global market. Are you growing fast, but are there still a lot of manual tasks slowing you down? With Shopify Plus you get access to Shopify Flow and Launchpad. These tools help you automize and plan tasks in your online store, so you can get more done in less time. And you have access to all **Shopify Plus apps**, developed specifically for fast-growing webshops. And then there are some more advantages with Shopify Plus. With Shopify Scripts you can set ‘smart rules’ to apply customer-specific discounts, shipping options and payment methods. This serves to personalize your checkout and generate more sales. ### Reason 2: B2B with Shopify Plus Shopify wasn't particularly known for its **B2B** functionalities, as they used to be quite minimal and not sufficient for most brands. But, that has changed!  Shopify Plus now offers an all-in-one B2B solution, which includes some sophisticated B2B-specific features at no extra cost. You can seamlessly run both B2B and B2C operations all under one roof. Merchants have the flexibility to opt for a single online store that caters to both direct and wholesale business, or they can go the route of a dedicated B2B store. In addition to selling B2B and D2C from one store, what other B2B features does Shopify offer? - Company profiles - Price lists - Payment terms - Minimum Order Quantities - Repeat orders - Custom store theme - Customer accounts - Self-serve portal - Smooth ERP integration ![B2B on Shopify](https://cdn.sanity.io/images/cxeknc6v/production/a46c9c63cac9eca624c1269a0600dbb55c89bad9-1479x608.webp?w=1600) ### Reason 3: Shopify POS Pro POS Lite is free for all Shopify users and gives you the basics for selling in person. POS Pro is free for Shopify Plus users and has bit more features. For non-Plus-users, Shopify POS Pro comes at a fee of $89 a month. POS Pro is what you need when your brand has up to 50 (international) physical stores, with hired staff. POS Pro allows you to set up an unlimited number of staff accounts, each with different permissions. It also enables in-store pickup of online orders, product exchanges as well as returns, more customization options for your receipts than Lite offers, integration with apps like LoyaltyLion (you can even couple it to a physical loyalty card), and much more. ### Reason 4: Customization and Flexibility Shopify Advanced offers smooth API integration with third-party tools. This flexibility allows merchants to connect payment gateways, courier services, and even build unique functionalities as needed. However, it's worth noting that Shopify Advanced does have some API limitations. If your vision involves developing extensive custom solutions on top of Shopify, then the Plus version is the perfect fit. The fast Shopify Plus API allows for unlimited integration with other IT platforms such as Akeneo, Netsuite or Microsoft Dynamics 365. On the other hand, if your requirements align with a more streamlined suite of connected apps, Advanced Shopify holds its own. One exciting feature for Shopify Plus merchants is the drag & drop checkout editor. This feature was announced at the **Winter 2023 Editions** and has been eagerly awaited by merchants for years. It provides a simple, code-free method for you to make checkout customizations without a single line of code. Check out our blog about **the all-new checkout** to learn how it works.  ### Reason 5: Support For established brands, dedicated support is an absolute must. Shopify Plus steps up to the plate with a white-glove service featuring your very own dedicated account manager. This secures you of tailored assistance, proving to be a game-changer when it comes to tackling challenges or optimizing your operations. Now, let's talk about admin and account management. Basic plans often impose limitations on the number of accounts available for managing your store. But with Shopify Plus, those restrictions vanish. You can create separate accounts for every individual responsible for your online store and managing the Shopify admin panel. It's more than just extra features; Shopify Plus offers another significant advantage. As a Shopify Plus merchant, you gain access to a dedicated team of Shopify Plus experts. Feel free to call upon them for assistance in growing your store, resolving issues, and more. If you are more of a do-it-yourself person, you can access a library of Shopify Plus resources, and sign up to be a part of an official Facebook group, where merchants share their tips and tricks. Moreover, you can be a part of Merchant Success Programs, and get expert support to grow your brand online. ![Namuk Website](https://cdn.sanity.io/images/cxeknc6v/production/6829a40659c99e5228a44b44fa1143801b2673d2-1579x1734.webp?w=1600) ![Stoov Blog](https://cdn.sanity.io/images/cxeknc6v/production/2da281eab1c38c04e83d1e4da6f6b646c7c704db-1579x1734.webp?w=1600) ### Cost Considerations Shopify offers a range of pricing tiers ensuring there's something for businesses of all shapes and sizes. But for those with more advanced needs, two options stand out: Shopify Plus and Shopify Advanced. Naturally, a more substantial investment, brings a more comprehensive suite of features to the table, which often translates into substantial long-term ROI. Think about handling larger order volumes, unlocking increased customization, and securing dedicated support. These elements frequently result in revenue growth that significantly outweighs the additional costs. And Shopify Plus transaction costs (0,15%) are lower than those of other Shopify subscriptions. This means that, starting at a yearly revenue of roughly 5 million, Shopify Plus will be cheaper. Note: If you use Shopify Payments, transaction costs are waived. On the other side, there's Shopify Advanced. While it might not be as all-encompassing as Shopify Plus, it is packed with advanced features that can help growing businesses bolster their online presence. Shopify has you covered one way or another. There is a tipping point at which you can claim all the advantages of Shopify Plus, at the same cost as Shopify Advanced. So where is this tipping point, you ask? That depends on a few factors, such as your revenue, how many storefronts you have, and if you use Mollie or Shopify Payments (because they charge transaction costs). Some sample calculations: **Shopify Basic** Yearly subscription fee of €21 x 12 months x 2 stores = € 504 Transaction fees through Shopify Payments €0,25 x 30.000 transactions = €7.500 Transaction fees through Shopify Payments 1.9% of €3 million = €57.000 Commission on sales through external provider 2% of €3 million = €60.000 Total cost: **€125.004 per year** (excl. transaction fees charged by external provider) **Shopify** Yearly subscription fee of €59 x 12 months x 2 stores = € 1.416 Transaction fees through Shopify Payments €0,25 x 30.000 transactions = €7.500 Transaction fees through Shopify Payments 1.8% of €3 million = €54.000 Commission on sales through external provider 1% of €3 million = €30.000 Total cost: **€92.916 per year** (excl. transaction fees charged by external provider) **Shopify Advanced** Yearly subscription fee of €289 x 12 months x 2 stores = € 6.936 Transaction fees through Shopify Payments €0,25 x 30.000 transactions = €7.500 Transaction fees through Shopify Payments 1.6% of €3 million = €48.000 Commission on sales through external provider 0.6% of €3 million = €18.000 Total cost: **€80.436 per year** (excl. transaction fees charged by external provider) **Shopify Plus** Yearly subscription fee (3-year contract) of $2.300 x 12 months = $27.600 ≈ €25.800 Transaction fees through Shopify Payments €0,25 x 30.000 transactions = €7.500 Transaction fees through Shopify Payments 1.4% of €3 million = €42.000 Commission on sales through external provider 0.2% of €3 million = WAIVED (because Shopify Payments is the primary payment provider) Total cost: **€75.300 per year** (excl. transaction fees charged by external provider) As you can see, in this set-up Shopify Plus would cost less than Shopify Advanced, while providing an enterprise-level version of the platform. Would you like to know what this calculation looks like for your business and which Shopify plan we advise? **Get in touch.** ### Shopify Plus with Domaine Europe Choosing between Shopify Plus and Shopify Advanced requires aligning your aspirations with the right toolset. Consider your business's current trajectory, ambitions, and unique strengths each tier offers. Once you've evaluated these factors, you'll be better equipped to make an informed decision that steers your business toward lasting success. At Domaine Europe, we specialize in helping businesses grow in the e-commerce landscape. Our expertise in implementing Shopify Plus ensures that you harness its potential to the fullest. With our personalized support and seamless integration, we'll ensure your transition to Shopify Plus is smooth and succesfull. Ready to bring your e-commerce journey to the next level? Discover how Shopify Plus can transform your business. **Contact us** today to explore how Domaine Europe can guide you on your path to unparalleled success. ### Shopify Frontend Architecture Options https://domaineworldwide.com/insights/technology/shopify-front-end-architecture-options/ We focus on building unique ecommerce experiences for brands on Shopify. Learn more about different approaches to frontend architecture in this article. At Domaine, we focus on building unique ecommerce experiences for brands and retailers on Shopify. Over the years, we’ve tried different frontend architecture to best serve the business needs. We always believe there’s no “one size fit all” solution and defining the frontend architecture is one of the most critical decisions to be made before starting building the website. At a high level, there are 4 different approaches we’ve used at Domaine and we’ll dive into each one shortly: ![A graphic of various Shopify Plus frontend architecture options](https://cdn.sanity.io/images/cxeknc6v/production/0c76d5ccec9c3aa99727d4f63c375cb13263e2b8-1024x459.webp?w=1600) ## 1. Shopify Online Store 2.0 Theme Shopify has announced the release of Online Store 2.0 in June, 2021, which includes major updates for sections everywhere, themes app extension, native metafields management, GitHub Integration and Shopify CLI. Online Store 2.0 established a true modular approach which makes content sections easy to create, reuse and manage in Shopify admin. 70-80% of the Shopify implementations are using this approach - it covers the majority of ecommerce use cases and brands benefit the most from what the platform can offer out of the box. It is the simplest and fastest approach on Shopify. ## 2. Hybrid: Shopify Theme + React As the complexity grows, our team often uses a hybrid model where a certain part of the site is built in React. The benefit of this approach is that it can handle complex workflows & states seamlessly by leveraging React framework while still relying on the Shopify theme to power standard ecommerce flows and pages. For example, we’ve developed quite a few complex product customizers and used React to power the frontend experience. It connects directly with middleware APIs and saves the configuration back to Shopify once the customization is completed. This option also has flexibility in terms of which parts of the application are powered via Liquid vs React. On the other spectrum, we’ve also done implementations where Shopify theme was used as the shell for a React app. In this case, it is usually used as a bridge to migrate to full headless implementation. ## 3. Hydrogen and Oxygen Headless architecture has clear advantages in speed, SEO and frontend flexibility - and we believe it’s the future for ecommerce Storefronts. For a long time, there isn’t a standard way of building a headless site on Shopify and brands have the freedom to use their own stack to build a headless website using Shopify APIs. While it’s an advanced architecture and great for brands who have a strong internal technology team, it can cause challenges for maintaining such an application that isn’t fully powered by an ecommerce platform. Many of the app integrations need to be built from scratch, theme upgrades will be performed by the brands rather than the platform itself and infrastructure will need to be supported separately. We are very excited that Shopify has announced the launch of Hydrogen + Oxygen which is a SAAS headless platform. In our opinion, this approach is very aligned with Shopify’s value proposition - make it simple for the brands to run their ecommerce business online and let the platform handle the complexity for the infrastructure, upgrades and the majority of the integrations. This approach we’ll get all the benefits of headless architecture and a better foundation for growing with the platform as more features are released. Currently, an external CMS is still required to manage all the content. ## 4. Custom Headless Prior to Hydrogen + Oxygen, custom headless architecture has been the most common approach when the brands are going headless. While we strongly recommend using Hydrogen + Oxygen as the future state, a custom frontend architecture will still make sense if Shopify is part of a bigger digital strategy. For example, if a brand already has a headless architecture with all of their content and core business logic built - the best route to add Shopify as their shopping cart feature will be to integrate directly with Shopify APIs. This approach will normally require an external CMS for managing all the content on the website. _(Contact form: Your brand has a bright future… Let’s build it.)_ ### How the Agentic Era Is Redefining Commerce https://domaineworldwide.com/insights/ai-insights/how-the-agentic-era-is-redefining-commerce/ Featured in Forrester’s 2025 Commerce Services Report, Domaine Co-Founder Marko Bon explores how AI and automation are redefining the future of commerce. I’m proud to see that Domaine was listed as a Systems Integrator in Forrester’s _Q3 2025 Commerce Services Landscape Report _alongside companies like Huge, Deloitte, and Capgemini. That’s in part because Domaine recognizes that the way consumers discover, decide, and buy is changing faster than ever, and so is the ecosystem of partners that power those experiences. As a 25 year veteran of the ecommerce agency I’m not only familiar with having old models replaced with new ones - I have come to expect and even enjoy the disruption. [Forrester’s _Q3 2025 Commerce Services Landscape Report_](https://www.forrester.com/report/the-commerce-services-landscape-q3-2025/RES186235) captures this shift, mapping a market that blends data, content, and AI that ultimately helps brands become smarter. ## Domaine POV: _Commerce Has Entered the Agentic Era_ Forrester’s report confirms what those of us inside the industry already see every day: commerce isn’t simply about platform and vendor selection, it’s about _orchestration_. The focus is no longer on who can build the best online store, but on who can orchestrate — between platforms, services, and niche tools — the most intelligent, AI-powered network of buying moments across all channels. ### Orchestration over Installation Commerce transformation used to mean a 12-month implementation slog. Now, a new mindset looks to turn existing investments, tech, data, content, and media, into performance engines. The agencies that win are those who can plug into a brand’s current ecosystem and make it work harder, while auditing and replacing archaic nodes with new touchpoints that can plug into the evolving agentic ecoystem. This is where Domaine is advancing: we’re not rebuilding complexity; we’re converting tech-architecture into self-optimizing systems. ### Services Are Becoming Software Forrester highlights the rise of “services-as-software,” where consultancies and agencies fuse code, data, and content into continuously improving systems. It’s a validation of existing [Domaine products and services](https://domaineworldwide.com/services/) that behave more like SaaS than agency retainers. We’ve built these tools because we recognize that clients need both _strategic partnership_ (hours) and _scalable results_ (impact). ### AI Collapses the Funnel We’ve accepted that AI agents will become a customer’s first salesperson, from ChatGPT’s native commerce functionality (powered by Shopify) to Amazon’s Rufus assistant. The next frontier for agencies is moving beyond page design to designing the logic, data, and content that drive AI recommendations. For me, that means that “a well designed page” is one that is fluid and personalized, which fundamentally changes what “design” means in our industry. At Domaine, we launched our [AI Search Optimization](https://domaineworldwide.com/services/strategy/ai-commerce-suite/ai-search-optimization/) practice last month, optimizing not only for search, but for the agents who decide what a customer sees. This is only the first step in what we see as a massive transformation for how sites are conceived, designed and built. ### Integration Is the New Scale As holding companies consolidate (Omnicom × Interpublic, Publicis × Influential), we’re seeing some familiar trends: scale without cohesion can be a liability. The winners will be those who unify Design, Data, and Commerce operations under a single performance story. Domaine’s marketplace position, as listed in Forrester’s report, gives us the unique opportunity to fuse Experience and Technology into one frictionless system for Shopify brands. ### The New Commerce Map Forrester’s definition of “extended business scenarios”, social, owned marketplaces, AR/VR, and distributed commerce, are where the next wave of brand growth will happen. Domaine’s role is to help _make these edge channels commercially viable_: supporting our clients by moving rapidly from experiments into revenue drivers. ## Our Take We’re observing the sunset of commerce as a single channel. We’ve entered an Agentic Era, where every touchpoint, algorithm, and AI assistant is a potential storefront. Domaine exists for this moment turning complex stacks, scattered content, and disconnected teams into a single, intelligent commerce system that actually sells. If you’re ready to navigate this new era with clarity and confidence, [connect with our team](https://domaineworldwide.com/contact/) to explore how we can help you build what’s next. ## FAQs ### What is the Agentic Era of commerce? The Agentic Era marks a new phase of commerce where AI plays an active role in how people discover, decide, and buy. Instead of traditional browsing, intelligent assistants and algorithms surface personalized recommendations turning every touchpoint into a potential storefront. ### What is Generative Engine Optimization (GEO)? GEO is like Search Engine Optimization but for AI-driven discovery. It focuses on structuring content, data, and metadata so that generative engines like ChatGPT, Perplexity, and Google’s AI Overviews can better understand and recommend your products within conversational search results. ### How is AI changing the ecommerce customer journey? AI is collapsing the traditional funnel. Instead of moving through awareness, consideration, and conversion as separate steps, shoppers are now guided by intelligent systems that anticipate their needs and recommend products instantly. For brands, this means designing for discovery, not just conversion. ### How to Craft the Perfect Abandoned Cart Email Series to Drive Conversions https://domaineworldwide.com/insights/commerce-insights/abandoned-cart-strategies/ Learn how to recover lost sales with abandoned cart strategies. Tips for Shopify stores from top ecommerce and lifecycle marketing experts. The dreaded abandoned cart. A lost sale or maybe just a second chance waiting to happen. If you’re on Shopify, you’ve felt the sting: someone adds to cart, heads to checkout, and then... disappears. But here’s the good news: abandoned cart emails & SMS messages are one of the most effective tools in your marketing arsenal to recover those nearly-lost sales. With the right sequence, design, and timing, you can transform hesitation into conversion. At Domaine, the world’s largest Shopify & Klaviyo agency partner specializing in ecommerce website design, development and lifecycle marketing, we help brands craft abandoned cart journeys that drive revenue, build trust, and match the high-converting energy of your store. ## Why Do Customers Abandon Carts on Shopify? ### What are the most common reasons behind abandoned carts? Before you can fix the problem, you need to understand _why_ it’s happening. Cart abandonment often boils down to a few key reasons: - **Unexpected costs** – Shipping fees, taxes, or surprise add-ons can scare away shoppers at the last second. - **Complicated checkout process** – If the path to purchase is clunky or asks for too much info, customers bounce. - **Lack of trust or urgency** – No social proof or reason to act now = no sale. - **Just browsing** – Many people add items to carts as a way to “bookmark” them for later. An effective abandoned cart series addresses these objections with smart design, persuasive messaging, and well-timed follow-ups all without sounding like a sales robot. ## What Makes an Abandoned Cart Series Successful? ### Should you send one email or a full sequence? The data doesn’t lie: sending a series of 2–4 emails significantly outperforms a single reminder. A full series gives you multiple chances to re-engage customers—without overwhelming them. ### What should each email in the journey include? Here’s a proven framework for a high-performing abandoned cart flow journey: - **Email 1: Soft Reminder** **-** Send within 1–2 hours. Keep it simple, friendly, and frictionless: “Looks like you left something behind.” - **Email 2: Build Value** Send 12–24 hours later. Highlight what makes the product worth it—think reviews, benefits, or guarantees. - **Email 3: Add Urgency & A Limited Time Offer - **Send at the 24–48 hour mark. Create a reason to act: a time-sensitive discount or “last chance” messaging. - **Optional Email 4: Final chance or feedback request -** Ask if something went wrong or offer one last nudge. You might even learn why customers didn’t convert. **Should SMS be included in the series?** Consider replacing the first or second touch to the series with an SMS message for those who are opted in. This channel can drive higher conversions with audiences who are shopping on mobile. ## How Can Ecommerce Website Design Support Email Conversion? ### Why does design consistency between website and emails matter? Emails that mirror your Shopify storefront’s branding and visual identity build trust instantly. If your customer lands on your website from an email and it feels like a different brand, conversion friction goes up. Consistent design means a seamless experience that reassures customers they’re in the right place. ### How should emails reflect your Shopify store’s user experience? - **Mobile-first Design**– Most emails are opened on phones. Make it responsive. - **Visual consistency** — If your email and site feel disconnected, trust drops. - **Clear CTAs** – Don’t bury the “Return to Cart” button—make it big, bold, and above the fold. - **Speed and simplicity** – Emails should load fast and get to the point. Less is more. Don’t let lag kill your conversion. ## What Tools or Apps Work Best for Shopify Merchants’ Abandoned Cart Journeys? ### Does Shopify offer built-in functionality? Yes! Shopify has a native abandoned checkout recovery feature, but it's fairly basic. It sends a single email—fine for starters, but not enough for high-performance flows. ### Which third-party apps integrate well with your Shopify store? To level up, consider these top tools: - **Klaviyo** – Deep Shopify integration, segmentation, and automation tools. - **Omnisend** – Great for omnichannel marketing (email + SMS). - **Postscript** – Ideal for SMS abandoned cart recovery. - **ReConvert or Carti** – Additional cart recovery features and upselling tools. These tools let you build personalized sequences with better targeting, analytics, and design flexibility. ## How Can an Shopify Agency Like Domaine Help? ### Why trust an agency partner for this? Domaine has built a best in class CRM & Lifecycle Marketing practice that provides enterprise level strategy and services to brands of all sizes and across all industries. Mirroring our expertise in ecommerce website development, we have a team of tenured experts in email, SMS and retention marketing. At Domaine, we help brands: - Build advanced segmentation and personalization strategies - Optimize and enhance the full customer journey of triggered messages across email, SMS, and Push - Offer full service program management services including ongoing campaigns, flow optimizations, technical support, deliverability expertise and much more ### What can Domaine optimize in your abandoned cart strategy? - **Tailored email flows** based on product type, customer behavior, and lifecycle stage - **Seamless Shopify + ESP integrations** so nothing falls through the cracks - **Consistent branding** across emails, pop-ups, and checkout - **Ongoing performance tracking + strategic recommendations** so your flows evolve with your business ## Final Thoughts: Is Your Abandoned Cart Flow Working for You? Recovering lost sales starts with great ecommerce website design—but it doesn’t end there. Your abandoned cart email & SMS sequence should be an extension of your store: thoughtful, on-brand, and laser-focused on conversion. It’s about building trust, reducing friction, and giving shoppers the nudge they need. If you’re not seeing results, let’s talk. At Domaine, our experts bring your emails, site, and customer journey into alignment—so every missed opportunity gets a second chance. ## FAQ ### How many emails should be in my abandoned cart sequence? Ideally, 2–4 well-timed emails. Enough to re-engage without annoying. ### When should the first email be sent after cart abandonment? Within 2 - 4 hours for the best open and conversion rates. Timing is everything. ### What subject lines work best for abandoned cart emails? Use curiosity or urgency: - “Oops, did something go wrong?” - “Still thinking it over?” - “Your cart is about to expire” ### Can I use SMS in my abandoned cart sequence? Yes! SMS can complement email, especially for flash sales or time-sensitive offers. Just make sure customers have opted in. ### Why is working with a Shopify agency important for email strategy? Agencies like Domaine bring enterprise level expertise and strategy to your email & SMS programs, driving a personalized experience across marketing channels and onsite giving you a cohesive brand customer experience that converts better—and we do all three ### Shopify Summer Editions '25 @ Editions.dev: AI-first, Ecosystem-ready, and Built to Scale https://domaineworldwide.com/insights/technology/shopify-editions-summer-2025/ Explore the biggest updates from Shopify Editions Summer 2025—from AI-powered Sidekick and the new Horizon theme to ecosystem upgrades like Shop Pay and campaign orchestration. Discover what the industry thought of the updates with our coverage at Editions.dev in Toronto. Each Shopify Editions release marks a shift in how the platform is shaping the future of commerce. This time, Shopify made it clear: it’s not just building features, it’s building infrastructure for the future of how commerce works at scale. From deeper investments in AI and operational efficiency to a growing emphasis on interoperability across its ecosystem, Summer Editions ‘25 positions Shopify as a serious enterprise player, without abandoning the usability that made it beloved by entrepreneurs. We caught up with the industry at Editions.dev in Toronto, to get the scoop on what left the biggest impression. Let’s unpack what stood out to industry leaders, from AI-powered storefronts to a major rethink of themes. [Watch video](https://www.youtube.com/watch?v=7LL3iGATIvg) ## Sidekick Becomes the Star of the Show For the first time, Editions opened with a dedicated section for Sidekick, Shopify’s AI assistant. That placement alone signals Shopify’s shift from AI as a productivity add-on to AI as a commerce co-pilot. Sidekick is now **_agentic_**, meaning it can reason toward a goal and orchestrate complex workflows. Ask it to “run a Father’s Day campaign,” and it’ll create customer segments, recommend strategies, and launch the promotion, rather than just telling you how to do it. It also synthesizes insights from multiple data sources, making it possible to ask questions like “Why are sales dipping?” and receive hypotheses with supporting data. The updates go beyond reasoning: - Sidekick is now available in 20 languages. - You can screen share and speak to it directly. - It’s built to support goal-based commerce strategies, not just tasks. [Watch video](https://www.youtube.com/watch?v=2f0b0lNAalQ) While Sidekick can help brands move fast, it isn’t a substitute for strategic implementation. As our team noted, we’re increasingly seeing clients use Sidekick to experiment with ideas or campaigns, then bring in experts like Domaine to scale the concept within a complex system. ## Horizon Theme: A New Era of Storefront Flexibility With the launch of **Horizon**, Shopify is signaling a quiet but clear evolution of its theme framework. While it isn’t formally branded as “Online Store 3.0,” the update feels like a generational leap. The new Horizon theme builds on the drag-and-drop flexibility of the Dawn theme (Online Store 2.0), but goes further: - **Theme blocks** are now a default feature; no need for custom implementation. - **AI-generated** theme blocks enable merchants to experiment with ideas more quickly. - Shopify has introduced **10 distinct design presets**, allowing brands to start with a look that feels more tailored and less templated. Shopify calls them “themes within a theme,” and it’s a smart move. Smaller brands can begin with a fully designed baseline and iterate from there, unlocking speed to market _without_ compromising brand specificity. Under the hood, Horizon also benefits from major R&D investment in performance and conversion-optimized UX. While Dawn isn’t going anywhere, Horizon is now Shopify’s flagship theme, and the foundation for modern, scalable storefronts. [Watch video](https://www.youtube.com/watch?v=ZjyQF1OZ-XI) ## Operational Efficiency Through AI Tooling One of the major throughlines of Summer ‘25 is **efficiency**, not just for brands, but for the teams building on Shopify. The introduction of the **Storefront MCP server** is a big deal for developers. It allows customer-facing AI agents to query real-time Shopify storefront data, making AI-generated experiences more contextual and brand-specific. This could unlock a wave of intelligent, conversational commerce that feels native to each store. On the backend, developers can now use **conditional theme settings**, letting them dynamically hide or show options based on who’s editing the theme. It’s a small but mighty quality-of-life improvement for teams with multiple contributors. [Watch video](https://www.youtube.com/watch?v=KQ___vl4a2c) The combination of the **Storefront MCP server**, **theme AI blocks**, and **developer-facing AI APIs** speaks to a unified direction: Shopify wants to help brands build, test, and optimize faster, with AI layered across every part of the workflow. ## Strengthening the Shopify Ecosystem Summer Editions ‘25 also saw Shopify double down on its growing **Shop** ecosystem, with updates including: - **Shop Login**: A universal login that simplifies customer access and improves conversion. - **Shop Campaigns**: A new tool for running promotions across the Shop network. - **Shop Pay**: Now reaching even more merchants and shoppers across the globe. - **Shop App**: Enhanced personalization and loyalty features baked in. Shopify is building a vertically integrated system, one where brand tools, customer experiences, and checkout infrastructure all reinforce each other. It’s not just about launching new features; it’s about making sure every Shopify component works better together. [Watch video](https://www.youtube.com/watch?v=VAF6kSATgO4) ## Enterprise Momentum With Summer Editions ‘25, Shopify is continuing to shape its enterprise story, without compromising its entrepreneur-first roots. The platform is leaning into its strengths: fast experimentation, connected data, and a robust ecosystem that scales. Shopify’s focus on **interoperability** across tools like Shop Pay, Shop Login, and Shop Campaigns simplifies operations and improves attribution. Customers increasingly recognize the **Shop ecosystem** and that brand familiarity also helps enterprise brands build trust and drive conversion across markets. Shopify’s continued investments in **checkout performance** prove the platform is scale-proof and their improvements to **internationalization** with multi-entity payouts for different regions unlock barriers to global growth. [Watch video](https://www.youtube.com/watch?v=nFhxbYpEaN0) ## Final Take If Shopify Winter Editions ‘25 was about expanding functionality, Summer Editions ‘25 is about sharpening focus. As always, brands will need strategic partners to tailor this evolving toolkit and new functionality to their unique architecture and customer experience. But with Summer Editions ‘25, Shopify has laid out a vision of commerce that is faster, smarter, and more connected than ever. ### Bonus Question for the Industry: What is the Last Thing You Bought Online? [Watch video](https://www.youtube.com/watch?v=eGQwruJu1oY) Explore our full coverage of Shopify Editions Summer ‘25 in [the video library here](https://www.youtube.com/playlist?list=PL1N57mwBHtN0T4CqYB2EY0QXDE6y0m-gM). ### What to expect from a migration project https://domaineworldwide.com/insights/technology/what-to-expect-from-a-migration-project/ You've done your research, maybe you even read our full Shopify Migration Guide and decided: you want to migrate to Shopify (Plus). Excellent choice, but also a bit scary. We get that! Where do you begin, and what can you expect of a migration project to a Shopify webshop? In this blog, we walk you through what a migration to Shopify looks like if you choose to collaborate with Domaine Europe as your Shopify Plus agency. ![Colleagues2](https://cdn.sanity.io/images/cxeknc6v/production/4649ac627a90850264ef0a0df03cd569140aa074-1000x1000.jpg?w=1600) ![Colleagues1](https://cdn.sanity.io/images/cxeknc6v/production/118b55db7a51485447c8a3c276084ee6857eb296-1000x1000.webp?w=1600) ### Preliminary assessment Before we do anything else, our team will go through your requirements to: - Determine if Shopify is really what you need; - Estimate the time needed for the first phase of the project: the discovery; - Present you with a ballpark estimate for the full project. In some cases, we set up an assessment call with one of our Solution Engineers. This takes about an hour. If we think Shopify and Domaine Europe are a good match for your project, and if you agree to our proposal, we’ll move on to the next step. Before we do this, it might be useful for you to have a look at your contracts with current suppliers to see when they expire or when you can discontinue them. This is also the right time to appoint an e-commerce manager or project manager for the migration to Shopify. Would you like to continue reading about preparing for a migration to Shopify? Shopify’s team wrote an [**excellent replatforming guide**](https://www.shopify.com/enterprise/ecommerce-replatforming-guide) that covers some topics we won’t discuss in this article. ### Discovery This is where we have an in-depth look at your current set-up, as well as your wishes for the future, to determine what the biggest challenges and potential bottlenecks of your Shopify migration project are. Based on our assessment, we will estimate how much time we will need for the project - hence, tell you a lot more about planning and cost. At the end of the discovery, we will know how many sprints we need, when those sprints will take place, and what important deadlines we can commit to. Why is this such an important step? Because, just like you, we don't like being faced with unpleasant surprises halfway through a project. Not only can the project then get out of hand in terms of cost and schedule, but it doesn't make our customers happy - which is our most important mission. You understand: we pull out all the stops to avoid this. The discovery is a solid basis for a predictable migration to Shopify (MVP) and a great way to determine your growth ambitions so we can create a future roadmap together. **Raymond Weijers - e-commerce specialist at Le Nouveau Chef:** “The Discovery was wonderful, it took away a lot of our worries and cleared up any uncertainties we still had.”  **A note on Domaine Europe’s Agile approach** Before we dive into the details of the Discovery, it’s good to know that we work Agile. This means we invest your budget where it results in the most value - also when this means we need to recalibrate the project when we obtain new insights. In any case, we always set things up in such a way that it moves with Shopify, and it’s future-proof. ### **What we look at during the Discovery** **1.** **Your current data-structure** More often than not, our clients need to migrate a lot of data: customers, products and orders. You could consider starting on your new platform with a clean slate, but for most merchants, there is a solid reason why they need to move their entire order history to the new platform - when they offer their customers warranties, for instance, or when they use a loyalty program. Data migration is a big deal. What’s more, the data has to be converted to fit Shopify’s data structure - which differs from that of other platforms. To speed up the data-migration process a bit we often use a tool called [Matrixify](https://matrixify.app/). This works wonderfully well with Excel. Recommended! **2. Apps and integrations** What other systems is your business using? And do they play well with Shopify? We will seek to integrate Shopify with your whole tech stack in order to make things work smoothly for your business.If you’re using ERP software, for instance, can it be connected with Shopify or might you consider switching to another, more compatible ERP while you’re at it? If so, this has consequences for the planning. Or if you’re offering subscriptions to your customers, can they be imported to Shopify or do you need to ask customers to renew any SEPA Direct Debit Mandates? Again: these things take time and will have to be taken into consideration when scheduling the project. Domaine Europe will take care to assess your current setup and see how it can be done in Shopify. What third-party functionality are you currently using, and does it work with Shopify or do we have to find good alternatives? **3. SEO redirects** Obviously, SEO is a big deal in e-commerce, and you don’t want to lose any traction in search engines because of your platform switch. During the discovery phase, we make a plan to redirect all URLs from the old situation to the new one. The actual redirection happens just before we launch your new store. Usually, what happens SEO-wise after a store migrates is this: immediately after launch there is a dip in traffic, but soon Shopify will gain momentum and outperform the old platform. For this reason, we advise you to plan the launch at a relatively quiet time, when it won’t interfere with lucrative times like Black Friday. **4. Design** A platform migration is an ideal opportunity to also reconsider and/or refresh your branding. If you’re asking us to build a pixel-perfect storefront, you might as well hand us a new and improved design to work from. At Domaine Europe, we often refer replatforming clients to one of our design partners like [Bolden](https://www.bolden.nl/). Our teams work very well together, which will also help us plan realistically. That way the rebranding project won’t slow down or delay the migration project. Do you have your own design partner you'd like to work with? That too is possible. ### In case of a no-go Sometimes the outcome of the discovery might be that your current set-up has key features that cannot be done in Shopify. In that case, we will give you some good advice on where to go next, hand you all the knowledge and experience we already shared with you about your business, and send you on your way to find a more suitable platform. ### Build If the discovery yields a green light, we can start building! We’ll start with the hard stuff, like product pages and collections, and then gradually move through the list of other tasks: **Front-end design**: turn your design into a Shopify storefront, setting up collections, navigation, product pages and other pages **Data migration**: customers, products and orders **Settings**: take care of payment methods, shipping rules, tax rates and currencies **Backend development**: installing apps and working on integrations with e.g. ERP, POS, fulfilment partner **Testing for launch**: we always plan a ‘dress rehearsal’ for importing data. We make a script and test it, so we know it will work during pre-launch. ### Pre-launch and launch During the pre-launch phase we will check if everything is ready and take care of all the final touches before going live. Some of the things we do in this phase we already tested out earlier, to make sure it runs smoothly: - Import all the order data that’s gathered on your old platform during the migration project, according to the script we made and tested during the building phase. - Redirect SEO, according to the plan we made during the discovery phase. For the actual launch, we always try to find a smart day. We obviously steer clear of Black Friday, or the day a new collection drops, or the start of a new season, and find a relatively quiet month to make the switch. On this day we test some key functionality when the new site is live, like the checkout, email notifications, and if the data needed for reports in your Shopify dashboard is coming in correctly. After that, your new and improved online store is ready to soar! ### Email & SMS Foundations for Scalable Growth https://domaineworldwide.com/insights/commerce-insights/email-sms-foundations-for-scalable-growth/ Learn how to build a scalable email and SMS foundation with flows, segmentation, creative, and data strategies that drive long-term growth and customer retention. From functional email setups to fully optimized lifecycle ecosystems, where every message, trigger and creative decision is rooted in insight, brands that want to evolve need to adopt a intuative communication infrastructure. But you’re not in it alone, in this article we’re showing you how to build a smarter email and SMS foundation that grows with your audience. ## **Flows That Convert** Foundational flows like Welcome, Cart, Checkout, and Winback set the tone for every customer relationship. But performance depends on relevance, timing, and personalization to turn automation into experience. **How to elevate your flows:** - Personalize messaging by **customer type** (first-time vs. repeat) to drive incremental engagement. - Refine **send timing** to avoid message fatigue — especially in abandon flows where multiple emails often cluster within hours. - Expand **Winback sequences** into multi-step series that reach customers earlier in the lapse cycle. - Introduce **active-on-site triggers** that align with category or product behavior to capture intent in real time. And before scaling, tighten the foundation: use **email validation** on sign-up forms to prevent invalid addresses and protect deliverability long term. ## **Campaigns That Deepen Engagement** Campaigns drive short-term results but the best ones also reinforce brand affinity. The goal isn’t just opens or clicks; it’s crafting messages that reflect where your audience is in their journey. **How to improve performance:** - Segment for **intent** — tailor content for loyal customers, high-intent openers, and non-purchasers. - Use **dynamic content** to recommend products based on behavior or quiz insights. - Repurpose **zero-party data** (like quiz results) across email and SMS for richer personalization. Campaigns that adapt to audience signals, not just demographics, are the ones that scale engagement and conversion in tandem. ## **Refine Creative for Context and Conversion** Design and copy are often treated as separate elements, but they work best when they inform each other. Strong visuals get attention; contextual storytelling drives action. **Creative enhancements to consider:** - Add **context** to product recommendations e.g. if you’re a beauty brand “Pairs well with your current routine”. - Use **dynamic content blocks** to personalize by purchase history or browsing behavior. - Introduce **show/hide logic** to declutter long emails. - Include **educational snippets** (“Why this works”) to build trust and intent. - Emphasize **regimen-building** over single-product pushes to increase order value. Consistent, evolving creative builds familiarity and that’s what moves customers from awareness to loyalty. ## **Segment Smarter, Not Harder** Segmentation isn’t static. It’s a living, evolving system that should grow alongside audience behavior and lifecycle maturity. **Advanced segmentation opportunities:** - Target **active-on-site** users who’ve clicked or visited in the last 60–180 days. - Use **RFM insights** (recency, frequency, monetary value) to identify “At Risk” or “Needs Attention” groups. - Build **VIP experiences** for top spenders with early access or exclusive rewards. - Layer in **dynamic if/then content** to tailor messaging for purchasers vs. non-purchasers. ## **Turn Zero-Party Data into Personalization Power** Quizzes, preference centers, and surveys are rich sources of zero-party data but too often, that insight sits unused. Leveraging it turns one-time engagement into a lasting personalization engine. **Ways to activate quiz data:** - Highlight **personalized product recommendations** based on quiz results. - Extend quiz follow-ups into **multi-part email flows** with education and offers. - Reuse quiz insights post-purchase to suggest complementary products. - Re-engage quiz-takers seasonally (“Your summer routine, refreshed”). Personalization rooted in data the customer _chose_ to share fosters trust and trust fuels conversion. ## **Grow Your List Intentionally** Subscriber growth isn’t just about numbers it’s about building a healthy, engaged database that supports sustainable channel growth. **What to test:** - Experiment with **form placement** (banner, pop-up, fly-out) and creative messaging. - Use **exit-intent pop-ups** to recover abandoning visitors with higher-value SMS offers. - Collect **preferences at sign-up** to personalize the first touchpoint. ## **Protect Deliverability and Reputation** Great creative means nothing if it doesn’t reach the inbox. Deliverability is a reflection of trust with customers and inbox providers alike. **Keep your list healthy by:** - Regularly **cleaning unengaged contacts**. - Segmenting by **engagement level** to maintain sender reputation. - Monitoring key metrics like bounces, unsubscribes, and spam complaints. - Reviewing **content cadence** to ensure you’re sending with intention. ## **Think Omnichannel** The next evolution of lifecycle marketing is all in orchestration. Today, brands can coordinate campaigns across email, SMS, push, and WhatsApp within a single ecosystem, ensuring the customer experience is cohesive end-to-end. Orchestrating channels lets you: - Send the right message through the **right channel** at the right moment. - Build cross-channel journeys that respect preferences and engagement patterns. - Track attribution and effectiveness holistically. ## **Let Analytics Lead the Way** Data informs decisions and reveals opportunities. Marketing analytics and RFM segmentation help brands know _who_ to reach, _when_, and _with what message_. Use your data to: - Target **“At Risk”** segments before they lapse. - Test winback and nurture content for **never-purchased** audiences. - Predict replenishment and cross-sell opportunities through **purchase behavior**. ## **The Future Is Unified** What we’ve shared here isn’t theory these are the practices we’ve seen work time and again when brands take a closer look at their lifecycle infrastructure. It’s not rocket science, and it doesn’t always require sweeping change. Most of the time, it’s about simplifying what’s already there: refining timing, tightening segmentation, improving creative context — all the quiet, consistent optimizations that make a noticeable difference over time. The reality is, making those updates takes time. Ecommerce teams are stretched thin, juggling campaigns, launches, and constant iteration which means even small improvements can easily fall by the wayside. That’s where having the right partner matters. At Domaine, we help brands make these refinements part of an ongoing rhythm - building lifecycle systems that evolve naturally, with every insight feeding the next. If that’s something you’d like to explore, [we’d love to show you what that evolution can look like for your brand.](https://domaineworldwide.com/contact/) ### To headless or not to headless? A checklist to help you decide https://domaineworldwide.com/insights/technology/to-headless-or-not-to-headless-a-checklist-to-help-you-decide/ From buzzword to hype: headless has become a serious phenomenon in a very short time. Some developers adore it because of its flexibility, speed and lower license or subscription costs. It can almost seem as if there are (almost) no disadvantages to headless. But how to decide whether headless is truly a good fit for you or not? We’ll help you make heads or tails on headless with this checklist. ## What is headless? Headless is a broad concept and less black and white than you might think. In short, it comes down to disconnecting the ‘front’ (what your visitor sees when they visit your webshop) and the ‘back’ where you manage your content. A regular CMS does both: it determines the look and feel of your website and contains your content, templates and page structure. Headless mainly focuses on the management of content, which can then be used more easily in different environments (such as multiple websites and apps). But what should you take into account when considering whether or not to work with a headless solution? To get a grasp on things, we’ve worked out a short checklist for you. ### Independent but unflexible? Headless flexibility goes hand in hand with customization. The speed of adding new functions depends on your developers. Customization often also means that you are tied to a specific team or company. Does something no longer work properly? Then it is often difficult to have another party build on it. So often you are tied to a single developer - and higher maintenance costs. And this brings us to the next point. ### Piggybacking or developing it all yourself? The playing field of e-commerce is ever-changing. Your competitors will continue to innovate in terms of service, ease of access, product presentation, content marketing, SEO, and so on. Headless has the advantage that your custom-build front can be adjusted very quickly. But you have to devise and realize every visual or technical improvement yourself or together with your developers. With existing platforms and Software as a Service (SaaS) you profit from the continuous development of a platform. This is not only getting better thanks to the combined knowledge and commitment of hundreds of developers, but also through the user experiences of thousands of other e-commerce merchants. Headless remains an interesting development and is in full swing, but it is far from crystallized. Start-up costs are often low, but managing and further developing your platform is usually expensive. To keep up and continually improve you’re going to be very dependent on developers, and scalability remains a concern. Domaine Europe wants to offer customers the best platform to run a webshop. Affordable, manageable and never unnecessarily complicated. We are happy to sit down with you and talk you through this further! ### Do you work with multiple countries, target groups and currencies? Do you want to trade with different countries and in different languages (and perhaps currencies) with your webshop? And do you work with a small team? An advantage of headless is that you’ll manage and serve all your content from one place. It’s important to realize that you are committing to a ‘one size fits all’ approach here. If you want to offer regional products, optimize SEO and content marketing - then a multistore solution might work out better for you then headless. Setting up store in a new country of course starts with solid translations (as Amazon recently [learned the hard way](https://www.theguardian.com/technology/2020/oct/29/amazon-hits-trouble-with-sweden-launch-over-lewd-pussy-translation)) but you will also have to deal with different (consumer) laws, different payment methods and review platforms. Ironically, headless is not the option that offers optimal flexibility here. ### Optimal speed and page load trumps all? The speed at which pages load is one of the great benefits of headless. It is also one of the most important aspects of a customers’ experience. At the same time, with platforms such as Shopify, there are often also significant gains to be made by simply examining the structure of your pages and by using specialized tools to improve your load times. If speed plays a leading role in your webshop, it can be interesting to learn more about headless. ### Do you often introduce new products and campaigns? If you are going to work headless, you’ll probably need developers as soon as you want to put new content such as products or campaigns on your website. These must be added manually to the code because the front cover is on a server and must be linked to a CMS in order to display your content properly. If your product range is fairly static, this is not really a problem. But if you often launch new campaigns or continually add new products, it can become quite expensive to employ developers every time you want to add some new products or pages. It’s exactly because of this that scalability is often seen as the achilles heel of headless. In a regular webshop you’ll simply add new products or campaigns yourself or have a content manager update this for you. Headless is an interesting development that is in full swing, but is far from crystallized. The start-up costs are often low, but managing and further developing your platform are usually expensive. To keep up and continually improve you’re very dependent on developers and scalability remains a concern. Domaine Europe wants to offer customers the best platform to run a webshop. Affordable, manageable and never unnecessarily complicated. We are happy to sit down with you and talk you through this further! ### Why Shopify Is the Right Platform for Enterprise B2B Commerce Without Technical Debt https://domaineworldwide.com/insights/technology/why-shopify-is-the-right-platform-for-enterprise-b2b-commerce-without-technical-debt/ Shopify gives enterprise brands a scalable foundation for B2B commerce without unnecessary technical debt. Learn how the right architecture supports pricing, catalogs, sales workflows, and integrations. Enterprise B2B commerce is complex.That complexity isn’t going away.Businesses may need account-specific pricing, custom catalogs, approval workflows, multiple buyers under one company, different payment terms by customer, sales-assisted ordering, enterprise resource planning (ERP) integration, repeat purchasing flows, regional availability, or product rules tied to how each customer buys.That’s normal for B2B.The problem starts when those requirements turn into workarounds.A custom portal here. A spreadsheet there. A middleware layer no one fully owns. A sales process that still depends on someone emailing a PDF order form. A pricing rule hardcoded into a place it was never meant to live.That’s how B2B commerce creates technical debt: systems and processes that become harder to maintain, change, and scale over time.Once that debt builds up, it slows down sales, operations, finance, ecommerce, and the buyer experience.Shopify gives enterprise brands a more scalable path.Not because B2B is simple, but because Shopify gives brands a cleaner foundation for managing B2B complexity without creating a custom-heavy stack they may need to rebuild later. ### The real problem is unmanaged complexity. Many B2B commerce teams inherit systems that technically work; orders come in, reps know what to do. Customers get what they need, eventually.But behind the scenes, the process often depends on manual effort.It often shows up as:Pricing managed in spreadsheetsSales representatives manually confirming product availabilityCustomers emailing repeat orders instead of placing them onlineProduct catalogs duplicated across systemsERP integrations planned after the storefront is already designedFinance, sales, operations, and ecommerce teams maintaining separate versions of customer dataCustomer-specific rules that only one or two team members understandNone of these issues usually creates a crisis on its own. Together, they create operational friction.Teams spend more time maintaining the system than improving it. Every new customer segment requires another exception. Every channel expansion adds another layer of complexity, and each integration becomes harder to manage.That is technical debt.In B2B, technical debt often becomes commercial friction. ### Why Shopify is the right foundation for B2B Shopify has moved well beyond the idea of a simple storefront.For enterprise B2B teams, the value is not just that Shopify supports B2B features but gives you one commerce foundation where B2B, direct-to-consumer (DTC), sales, operations, and integrations can work together more cleanly.That matters because B2B is not just a buyer login. It affects how the business sells, fulfills, manages customers, and grows.Shopify B2B can support:Company profilesCustomer-specific catalogsAccount-specific pricingQuantity rulesVolume pricingPayment termsDraft ordersSales-assisted workflowsShopify Flow automationsAPIs and ERP integrationsB2B and DTC selling from one platformThe strategic advantage is that Shopify helps brands avoid building a disconnected B2B stack from scratch.Brands can use native Shopify functionality where it fits, integrate with specialized systems where they need to stay in place, and extend only where the business case justifies it.That balance matters because it keeps commerce architecture easier to operate, improve, and scale. ### B2B should be architected, not hardcoded Many B2B projects run into issues when teams start with the storefront.The storefront matters, but it is rarely the hardest part.The harder work is answering questions like:Where should pricing live?Which customers see which products?Who owns customer account data?What should sales reps be able to do on behalf of buyers?Which orders need approval?Which workflows should be automated?What needs to sync with the ERP, OMS, PIM, or finance system?What should happen when a buyer reorders?What does the business need to manage inside Shopify versus outside of it?These operating model decisions cannot be skipped. Without them, the build can become difficult to manage quickly.Teams can end up hardcoding business rules, duplicating data, creating exceptions for every customer type, and building workflows that sales teams avoid because they do not match how accounts are managed.A strong Shopify B2B implementation starts by mapping how the business sells, fulfills, prices, approves, supports, and grows B2B accounts.Then the platform can support the model with more clarity. ### A B2B portal is not enough A portal gives buyers a place to log in. That is useful, but it is not the full picture.Enterprise B2B commerce needs more than access.It needs structure. Buyers need to see the right products, at the right prices, with the right terms, based on their relationship with the business.Internally, sales and operations teams need visibility. Finance needs control. Ecommerce teams need a platform they can keep improving without rebuilding core workflows every time the business changes.Instead of focusing only on the short-term goal of launching a portal, brands should build a B2B commerce foundation that supports:Buyer self-serviceSales-assisted orderingContract pricingAccount hierarchiesProduct and catalog rulesRepeat purchasingOperational accuracyFuture channel growthA portal solves access, a foundation supports scale. Big difference. ### Shopify B2B should make sales teams stronger Some teams worry that digital B2B commerce will cut sales out of the process. In practice, the right implementation should do the opposite.Shopify B2B can give sales teams more leverage.Sales representatives should not spend their day processing repeat orders, checking basic availability, manually applying pricing, or chasing order status.When Shopify supports those repeatable workflows, sales teams can focus on higher-value work.This approach gives your sales team more time to focus on what actually drives growth:Expanding accountsBuilding relationshipsSupporting strategic buyersIdentifying reorder patternsCreating better customer experiencesHelping buyers make the right decisionsBuyers benefit from the same foundation. They get faster ordering, clearer pricing, better account visibility, and fewer back-and-forth emails.Self-service and sales-led commerce should not compete with each other. They should work together as part of the same B2B model. ### For DTC brands, B2B does not need to become a second stack Many DTC brands already have B2B demand.Retailers reach out. Corporate buyers ask for bulk pricing. Trade partners want access to a specific assortment. Wholesale requests start showing up in inboxes.As volume grows, those requests become harder to manage manually.A spreadsheet, a discount code, a one-off invoice, or a sales representative taking orders by email can work at first.But those processes rarely scale.Eventually, the brand needs a B2B system that supports growth. This is where Shopify becomes especially valuable.Brands do not need to create a separate commerce stack to support B2B growth. Shopify gives them a way to expand into wholesale, trade, corporate, distributor, or retail channels from a unified commerce foundation.That can mean fewer disconnected tools, cleaner data, better visibility, and less operational complexity.And less technical debt later. ### Where technical debt usually sneaks in Most technical debt does not come from one major decision. It often comes from a series of smaller decisions that feel convenient at the time.Examples include:Hardcoding pricing rules instead of defining where pricing should live.Creating duplicate storefronts without a clear reason.Managing catalogs manually across too many systems.Designing the storefront before understanding ERP requirements.Letting sales workflows happen outside the platform.Building custom features before checking what Shopify already supports.Treating launch as the finish line instead of the start of adoption.Each shortcut adds friction. Over time, the business becomes slower to change.This is why architecture matters in B2B, regardless of the platform. ### Domaine’s approach: build the foundation correctly At Domaine, we think about Shopify B2B as a business system.Before deciding how the platform should work, we look at how the B2B model operates across sales, operations, finance, and customer experience.That includes:Sales workflowsAccount structuresBuyer rolesPricing logicCatalog segmentationProduct complexityERP, OMS, PIM, and finance requirementsOperational handoffsBuyer adoptionPost-launch governanceThe goal is not to remove complexity. B2B will always involve complexity.The goal is to structure it so teams can manage it and scale it over time.We use native Shopify capabilities where they make sense, integrate thoughtfully where systems need to stay specialized, and extend only where it creates clear business value.That is how brands can build B2B on Shopify while reducing unnecessary technical debt. ### Final thought B2B commerce does not need more workarounds.With the right foundation in place, Shopify gives enterprise brands a strong platform for modern B2B commerce. It can support complex sales models, reduce operational complexity, and scale with the business.But the platform is only part of the equation.The real advantage comes from how the business architects it.When brands get that right, Shopify becomes more than a portal. ### Magento (Adobe Commerce) or Shopify? 6 brands explain why they choose Shopify https://domaineworldwide.com/insights/technology/magento-adobe-commerce-or-shopify/ Is your e-commerce business running on Magento, nowadays known as Adobe Commerce? Then you might find it interesting to know that there is a trend going on where Adobe / Magento users are migrating off the platform in growing numbers. ![Magento VS Shopify](https://cdn.sanity.io/images/cxeknc6v/production/24266ad269344bcb84f21905d51f643672c24e4f-1425x879.webp?w=1600) ## The reasons why brands leave Shopify for Magento? They all boil down to this: 1. **Platform maintenance and feature development are too difficult, time-consuming, and expensive** on Magento / Adobe Commerce. Brands need developers to make basic front-end changes, and implementing new features takes ages which is ultimately slowing them down. 2. **Not being on Shopify is a competitive disadvantage**. Shopify is the only e-commerce platform on our planet that has 4.000 engineers constantly improving the platform and keeping it at the forefront of e-commerce - so you don’t have to. Its pace of new feature releases is unparalleled and their one-page checkout is the best converting in the world. It’s clear to see that Shopify has grown rapidly in recent years, whereas Magento plateaued. Trend lines, showing the number of sites using each, tell us that more and more brands are leaving self-hosted and open-source for Shopify as a modern SaaS e-commerce solution (source: Storeleads). ### Three waves of Magento migrations Over the years Domaine Europe has migrated tens of ex-Magento merchants to Shopify throughout Europe (Benelux, DACH, Nordics, UK), and we heared similar stories from all brands. In this blog, we share some of the experiences that prompted our clients to migrate from Magento to Shopify. ### First wave: Magento 1 EOL The first wave of replatformers came to us when Magento 1 reached its End of Life, scheduled for June 2020. An ideal moment for many e-commerce brands to switch from a self-hosted open source platform to a more modern, cloud-native SaaS platform like Shopify. One of those brands was Veloretti, an ambitious bike brand that had invested 18 months and 6 figures in a Magento 1.9 store, only to learn that they would have to replatform soon because Magento announced the EOL of version 1. Their founder Ferry Zonder was done with it, however, and moved the entire store to Shopify in a matter of weeks. And then there was **the case of Rosefield Watches**. For them, Magento was a nightmare from the start and they didn’t even make it to the EOL before replatforming. “We were held hostage by our platform. We couldn’t touch anything without breaking things. To get the functionality we needed, we started doing things with the platform that it was never designed for. Our lives were completely dictated by it, we kept spending tons of energy on it, and the costs kept soaring.” Since Rosefield moved to Shopify Plus they went on to conquer the international market of jewelry and watches. ### Second wave: Magento 2 disappoints We saw a second wave when a number of businesses regretted their upgrade to Magento 2 so much that they abandoned it within a year and moved to Shopify. Their main concern was often cost: maintaining Magento 2 turned out to be extremely expensive, while not delivering the performance clients needed. The **coffee roasters at Fascino** came away from their 18 months with Magento 2 slightly traumatized. Co-founder Lieke Hanssen summed it up at the time: “The platform simply cost us way too much money. When our developer agency handed us a pricy estimate for the next Magento release, we had no other choice than to replatform.” Not surprisingly, the thing she liked most about Shopify was the absence of platform maintenance. “With Shopify, you don’t have towering maintenance costs and unexpected releases that make your business operations unpredictable. You know what every month will bring in terms of costs, so there’s enough budget left for marketing.” Cost was definitely a factor in **the case of McGregor New York**, too, in combination with the platform performing poorly. “Our IT landscape was so heavily customised that it crashed regularly. The checkout often didn’t work, every time there was a sale or campaign something went wrong, conversion was plummeting, we needed our Magento development agency for everything, people had to work weekends to keep the platform in the air, and a lot of the budget went to IT and damage control.” On top of that, it turned out that a new Magento update would cost as much as building a new store. McGregor decided to switch to Shopify and saw its revenue go up again, without crashes and overwork. ![Magento VS Shopify](https://cdn.sanity.io/images/cxeknc6v/production/802eb321be1989c871822870d4b80bbfdc1eb681-2958x1216.png?w=1600) ### Third wave: Shopify builds more and more momentum Currently, we are witnessing a third wave: brands who feel Magento - correction: since 2021 the commercial version is called Adobe Commerce - runs the risk of getting out of touch. Compared to Shopify, the platform’s approach is simply not up-to-date anymore: the future is SaaS, relentless innovation is key, and the constant rhythm of EOL’s and updates is wearing them out. **Swiss brand namuk is a recent migration client of **Domaine Europe. Head of E-commerce Simon Bertschinger wasted no time moving the brand to a SaaS platform when he started: "Maintaining our Magento webshop took us around 140 hours per month - and that was even without the implementation of new features. Our store had many issues: speed, payment systems… and the options for personalization were way too complex." Since the migration, the brand’s ambition to scale internationally has gained unprecedented momentum. “Shopify Plus creates more possibilities and flexibility, allowing us to develop our brand much faster." At the moment of writing this blog (Fall 2023), Domaine Europe just finished migrating **German pet brand MiaCara** to Shopify. They were still on Magento 1, crutched by extensive third-party support, and time was running out. “We realized that moving to Magento 2 wouldn't give us much of an advantage over Magento 1, where speed, user-friendliness and cost of development were a problem. So we assessed the available alternatives and found that Shopify beat the other contenders in almost every category that was relevant to us: Total Cost of Ownership, speed of development, amount of relevant users at the moment, pace of innovation and momentum in general.” ### Secure your migration with Domaine Europe Is your brand considering to move away from Magento? Then it’s worthwhile to look into Shopify. Over the years, Shopify has evolved from a small business solution with a ‘template reputation’ into the most cutting-edge e-commerce solution available for brands of all sizes: from small, to mid market all the way up to enterprise (+150 mio GMV). **** Are you looking for an experienced agency partner to embark on your migration? Make sure to check out Domaine Europe. From the moment we became the first official Shopify Plus Partner in the EU, we’ve been building and scaling hundreds of Shopify stores and we are now named Shopify Premier Partner and considered one of the top Shopify agencies on the European mainland. **Check out our previous work** to see what we can do, and **get in touch**! ### The Modern Fashion Brand’s Considerations https://domaineworldwide.com/insights/commerce-insights/the-modern-fashion-brands-considerations/ Explore the key ecommerce considerations for modern fashion brands, from DTC growth and omnichannel retail to international expansion and complex SKU management. The following considerations and opportunities reflect the realities facing modern fashion brands operating across direct, wholesale, and international markets. ## DTC growth Direct-to-consumer (DTC) ecommerce has become the default route to market for fashion brands across the US and North America. Fashion ecommerce globally [reached about $1.06 trillion in 2025](https://www.thebusinessresearchcompany.com/report/fashion-ecommerce-global-market-report) and is projected to reach [$1.84 trillion by 2030](https://www.thebusinessresearchcompany.com/report/fashion-ecommerce-global-market-report), reinforcing the long-term shift toward online purchasing. For fashion brands, enterprise in particular, DTC is not only a revenue channel but a margin lever and a primary source of first-party insight across merchandising, forecasting, and lifecycle marketing. Fashion brands typically operate with large SKU counts, frequent collection refreshes, and shifting seasonal demand. At scale, owning the DTC channel allows brands to analyze size and fit behaviour across regions, response to new collections, identify variant-level performance gaps, and reduce return-driven margin erosion. This supports approaches such as micro-drops, pre-orders, limited editions, and more responsive merchandising strategies. ### Considerations & Opportunities To remain competitive, brands must ensure that their online store supports both acquisition and retention. Lacking in any one area compounds across volume. Key considerations include: - A clear and intuitive user journey - Fast and reliable page-load performance - Strong product discovery through search and navigation - supported by AI and first-party data insights - Personalization informed by first-party data - Effective search and merchandising logic - A powerful loyalty, retention, and post-purchase experience beyond basic discounts and order emails - Visual design and brand storytelling across the site - Seamless returns and post-purchase operations Each of these elements directly influences conversion, customer satisfaction, and lifetime value. **Fashion & Apparel Ecommerce Growth Playbook** — Grounded by Domaine’s experience working 100+ fashion brands, paired with industry data and insights from: Mckinsey & Company, Emarsys, Statista, Forbes, Mintel, and more. — [Download](https://domaineworldwide.com/fashion-and-apparel-ecommerce-growth-playbook/) ## Brick & Mortar + Wholesale Despite the continued growth of DTC, brick-and-mortar retail and wholesale remain essential channels, particularly across the US and Canada — with physical retail continuing to play a critical role in fit, tactile experience, and brand discovery. In both the US and Canada, "omnichoppers" (those who buy online and in-store) are [a dominant group.](https://capitaloneshopping.com/research/online-vs-in-store-shopping-statistics/?) About[ 27% of US consumers](https://capitaloneshopping.com/research/online-vs-in-store-shopping-statistics/?) are regular hybrid shoppers, and in Canada, [42% of households purchased online,](https://nielseniq.com/global/en/insights/analysis/2022/online-vs-in-store-tracking-the-full-omnichannel-canadian-shopper-journey/) but leveraged 'click and collect’ in the past year. Wholesale distribution has also evolved. Alongside traditional department stores like** Nordstrom, **brands now operate across digital wholesale platforms such as **Amazon, **specialty retail partners including** SSENSE** and **FARFETCH**. ### Considerations & Opportunities This multi-channel reality increases operational complexity. For effective omnichannel execution brands need to lock down: - Real-time inventory visibility - Consistent pricing and promotions across channels - Unified loyalty programs - Coherent returns management across channels When systems are fragmented, brands face higher risk of overselling, inconsistent customer experiences, and increased operational costs, all of which impact margins and customer lifetime value. Wholesale introduces additional requirements, including tiered pricing, volume order management, returns and credit handling, and controlled catalogue distribution across partners. Managing DTC and wholesale in parallel requires systems that can support multiple commercial models without duplicating effort or introducing manual workarounds. ## International markets For US and North American fashion brands, international selling often begins with cross-border demand from nearby markets and globally distributed audiences. As brands grow, international expansion becomes more about operational scalability. ### Considerations & Opportunities Supporting multiple markets requires storefronts with local languages and currencies, as well as region-specific tax, duty, and returns rules. Fulfilment and returns operations must operate efficiently across borders to meet customer expectations without eroding margins. Global expansion also introduces additional complexity, including regulatory changes, tariff updates, and emerging requirements such as digital product passports. Platforms that aren’t designed to scale internationally can limit expansion speed and force brands into fragmented systems, increasing total cost of ownership and weakening the customer experience. In parallel, [brands should plan around tariff pressure and supply chain shift](https://domaineworldwide.com/shopify-brands-and-u-s-import-tariffs/)s, diversifying suppliers globally and exploring nearshoring, to protect margins and maintain service levels. ## High SKU complexity Fashion brands typically manage more complex catalogues than many other retail sectors. Multiple sizes, colorways, materials, seasonal collections, limited drops, and regional variations all increase the demands placed on product data, merchandising, and operational workflows. This complexity directly affects product discoverability, conversion, and returns. ### Considerations & Opportunities The commerce platforms fashion brands are building on must be able to handle large volumes of SKUs and variants, support flexible product attributes, and allow collections to be introduced or retired without friction. Accurate size and fit guidance is particularly important in reducing returns and improving customer confidence—especially when ecommerce fashion return rates average at [roughly 20% according to the National Retail Federation](https://nrf.com/research/2024-consumer-returns-retail-industry), with sizing and fit issues drive a significant portion of that return volume. Check out our article on FRAME’s intuitive size guide for more on fit importance. Brands also need support for regional variations, such as differing size charts or local product preferences, as well as integration with PIM systems or flexible metadata layers to maintain clean and scalable product data. ## Showcasing the product & telling the story For fashion brands, success online is as much about _storytelling_ as it is about _selling_. Apparel and accessories aren’t static products; their value lies in movement, texture, craftsmanship, and aesthetic. Translating that into the digital space demands a platform capable of doing more than listing SKUs. It must bring products, and the brand behind them, to life. ### Considerations & Opportunities Customers expect rich visual experiences that support decision-making and replicate aspects of in-store discovery. This includes high-quality imagery, video content showing fit and fabric movement, diverse model representation, and editorial-style layouts that support brand positioning. Beyond individual products, brands increasingly rely on content-driven commerce such as lookbooks, campaign storytelling, influencer collaborations, user-generated content, and reviews. Supporting this approach requires a platform that offers creative flexibility in content management and data structure, while maintaining performance and operational stability. This is amplified in a mobile-first reality** **[(with nearly 79% of apparel site traffic coming from mobile)](https://capitaloneshopping.com/research/online-clothing-shopping-statistics)** **and a social-led discovery loop where a large share of shoppers have already found their products via social media and are ready to buy directly on-platform. ### Final words… Modern fashion ecommerce requires platforms, strategic partners and operating models that can support growth across channels, markets, and product complexity without fragmentation. Brands that invest in scalable foundations are better positioned to adapt to changing consumer behaviour, regulatory environments, and commercial models over time. Our team works with leading fashion brands to design ecommerce experiences that support growth across channels, markets, and collections. [Speak with our experts to explore what’s possible.](https://domaineworldwide.com/contact/) ### Curated by Domaine: our Inaugural Client Summit https://domaineworldwide.com/insights/events/curated-by-domaine-25/ On Tuesday February 18, 2025, we hosted our inaugural client summit, Curated by Domaine. As a Platinum Shopify Agency Partner, we wanted to give the people behind the inspiring brands we work with an opportunity to have insightful conversations and network with each other. The event featured a thoughtfully designed agenda tailored to the themes we’ve heard directly from our clients. On Tuesday February 18, 2025, we hosted our inaugural client summit, _Curated_, in New York City. Our primary goal was to give the people behind the inspiring brands we work with an opportunity to have insightful conversations and network with each other. Held at [Shopify's SoHo New York](https://shopifyny.com/) venue, the event featured a thoughtfully designed agenda tailored to the themes we’ve heard directly from our clients, including keynotes, panel discussions, and interactive sessions led by industry experts. [Watch video](https://www.youtube.com/watch?v=hg-iEjYHJDM) For our clients traveling from out of town, we arranged accommodations at the five-star [Beekman Hotel](https://www.thebeekman.com/), including a happy hour and dinner to get to know each other the evening prior to the summit. ## A ‘Curated’ Exhibition ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/160dde5a4a2185fa68ae0fa662a30892637de932-5000x3333.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/82e80f430a08dfe1cfeb16bac23d7085a59241e9-5000x3333.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/5cb679d682563c1d14721e0fb7c13ea59b3490cf-5000x3333.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/d836ca140ee585559d0f885b669cf95ebc34e87d-5000x3333.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/904e4dfd7cc62bfe6a8c6118fda8e167377e1f45-5000x3333.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/b82546e4107b1db80c971e5eff017accd4ae69c0-3333x5000.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/02ae32a96c4738fa949fbc43a1bdcbc2560ce7ea-5000x3333.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/479edfc3ec6b8b2bf513bafbfcb5c3f2b4e6da0a-3333x5000.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/fb5f4a03fe7c555b3f34f12f129c1d03711c5272-3333x5000.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/7d1eb07bfcd8356a38debf6835191e5550d625b2-3333x5000.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/d869eb7a9bf56ab010e7f99cbd5a93bdb8a01bc0-5000x3333.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/bad496c47ffdd69bb1a51b157f3be79071129e0a-3333x5000.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/9a94b5a0fb8f9519097a57497aa4271d14b8b65c-3333x5000.jpg?w=1600) ![Curated brand exhibition](https://cdn.sanity.io/images/cxeknc6v/production/a50827d98f62ead425b0fe9a03638e0ab3ed07ea-3333x5000.jpg?w=1600) On the upper floor of our summit, we ‘curated’ a product exhibition featuring nine of our clients, uplifting their product and our collaboration with them in the way that you would see in a museum. We displayed [Naghedi](https://naghedinyc.com/)’s core collection of handbags and sandals, [Assouline](https://domaineworldwide.com/work/assouline/)’s Travel Series books, [Laura Mercier](https://domaineworldwide.com/work/laura-mercier/)’s iconic setting powder, [HUSH](https://domaineworldwide.com/work/hush/)’s Iced bed sheet collection, [bareMinerals](https://domaineworldwide.com/work/bare-minerals/)’ Complexion Rescue tinted moisturizer, [Mavi](https://ca.mavi.com/)’s Marcel loose straight leg jeans, [Fellow](https://domaineworldwide.com/work/fellow/)’s Aiden coffee brewer, [Benchmade](https://domaineworldwide.com/work/benchmade/)’s cutlery knife collection, and [Nest New York](https://www.nestnewyork.com/)’s perfume oil collection. ## Morning Sessions: Setting the Stage ![Opening keynote](https://cdn.sanity.io/images/cxeknc6v/production/5c1af9766e7334d6b167fb2d59b39cef1aa7d107-5000x3333.jpg?w=1600) The day commenced with a warm welcome and breakfast at Shopify NY, located at 131 Greene Street. Domaine's President, [Marko Bon](https://www.linkedin.com/in/markobon/), and Chief Revenue Officer, [Mac King](https://www.linkedin.com/in/mackenziepking/), delivered the opening keynote, emphasizing the event's focus on collaboration and shared growth. ![Personalization panel](https://cdn.sanity.io/images/cxeknc6v/production/ea77bd4930e761fdc0eb0b6b8854ddeeb6e9de6b-5000x3333.jpg?w=1600) ![Personalization panel](https://cdn.sanity.io/images/cxeknc6v/production/b8ce50c1828743e0064a7d39fbcd225633a1d133-3333x5000.jpg?w=1600) ![Personalization panel](https://cdn.sanity.io/images/cxeknc6v/production/7cd7d22ee53d6153b505f665c791155bd5be10b2-3333x5000.jpg?w=1600) The first panel delved into **Personalization**, featuring [Jade Fern](https://www.linkedin.com/in/jade-fern/) from NEST New York, [Marcia Payton](https://www.linkedin.com/in/marcia-payton-mkp/) from [Nosto](https://www.nosto.com/), Domaine's Director of CRM, [Stacy Strom](https://www.linkedin.com/in/stacy-strom-68924281/) and President, Marko Bon. The discussion centered on strategies to enhance on-site shopping experiences through tailored customer interactions. ![Internationalization chat](https://cdn.sanity.io/images/cxeknc6v/production/f5566f19a22a0b6ab11f4cf14832b1cec24c5942-5000x3333.jpg?w=1600) Following this, a fireside chat on **Internationalization** provided an inside look at the cross-border expansion strategies of beauty brands Laura Mercier, [BUXOM Cosmetics](https://buxomcosmetics.com/), and bareMinerals. [Carney Nir](https://www.linkedin.com/in/carneynir/) from [Orveon Global](https://www.orveonglobal.com/) sat down with Domaine's CTO, [Max Rolon](https://www.linkedin.com/in/maxrolon/), and Head of Account Management, [Allie Hincks](https://www.linkedin.com/in/allie-hincks-1b090881/), to discuss key considerations for successful international growth. ## Midday: Industry Insights and Innovations ![Industry Benchmarks presentation](https://cdn.sanity.io/images/cxeknc6v/production/3c991eff4f534a76befbc45c5ad5aca120a0a931-3333x5000.jpg?w=1600) After a brief intermission, Domaine's Head of Strategy, [Jen Karlson](https://www.linkedin.com/in/jennifer-karlson-83751121/), led a session on **Industry Benchmarks**, unpacking the latest trends to inform accelerated growth across sectors like Beauty, Fashion & Apparel, and Home Furnishings. ![Commerce Features lightning talks](https://cdn.sanity.io/images/cxeknc6v/production/0b0849e0f412f05fd6a692b7e72ef5ed78936ae7-3333x5000.jpg?w=1600) ![Commerce Features lightning talks](https://cdn.sanity.io/images/cxeknc6v/production/9b0f3e68b29ea84692bb7ed56c288a3635e223f6-5000x3333.jpg?w=1600) This was followed by a series of lightning talks called **Commerce Features **hosted by Domaine’s Director of Account Management [Natalie Bader](https://www.linkedin.com/in/natalie-bader-26b9b0107/). This series highlights unique implementations we launched for our clients. [Megan Maquera](https://www.linkedin.com/in/meganmaquera/) from Assouline spotlighted the launch of their Culture Lounge, an expansive content platform built directly into their site. [Joe Prebich](https://www.linkedin.com/in/joeprebich/) of Benchmade showcased their bold 3D knife customizer, unique for their industry. [Laura Mann](https://www.linkedin.com/in/laura-mann-787618a/) from [Kendo Brands](https://kendobrands.com/) presented the ‘Fentyverse’, the way that [Fenty](https://fentybeauty.com/)’s four sub-categories of Beauty, Skin, Fragrance, and Hair all live within the same site and same universe. Lastly, [Alexandra Alessi](https://www.linkedin.com/in/alexandra-alessi-732a6132/) from [Olaplex](https://domaineworldwide.com/work/olaplex/) gave a preview of their brand new site, which places emphasis on their roots with beauty professionals while providing deep product education. A networking lunch provided attendees the opportunity to connect and discuss the morning's insights, with catering from [Olive’s](https://olivesnyc.com/) in New York. ## Afternoon Sessions: Deep Dives into Design and Commerce Growth ![Shopify features presentation](https://cdn.sanity.io/images/cxeknc6v/production/83bf3169dc7eb11a5f65e97a8487886bb3d6973e-5000x3333.jpg?w=1600) ![Shopify features presentation](https://cdn.sanity.io/images/cxeknc6v/production/30d94a2d3af4e0e6bcc52e9bda32b006ac8eb11d-3333x5000.jpg?w=1600) ![Shopify features presentation](https://cdn.sanity.io/images/cxeknc6v/production/fde41e9ca17969e8cc4fc2c2a0775e4fed4440c8-5000x3333.jpg?w=1600) Post-lunch, the focus shifted to the **Shopify Product Roadmap**, with [Shopify](https://www.shopify.com/)’s Staff Solutions Engineer [Tanya Nam](https://www.linkedin.com/in/tanyanam/) discussing upcoming features and functionalities, followed by an open Q&A session. ![UX/UI Design Panel](https://cdn.sanity.io/images/cxeknc6v/production/5a20aa25978265955aaf83e238dff4f2eec4a5d3-5000x3333.jpg?w=1600) ![UX/UI Design Panel](https://cdn.sanity.io/images/cxeknc6v/production/cbbc3fb49668846931663bfb3922476f9a454a82-3333x5000.jpg?w=1600) ![UX/UI Design Panel](https://cdn.sanity.io/images/cxeknc6v/production/37002b9ddf8a202cad8921644e7f65e7380ffc26-5000x3333.jpg?w=1600) ![UX/UI Design Panel](https://cdn.sanity.io/images/cxeknc6v/production/5a5ceec6b47e23ac4305743617e7611ebe7a0413-5000x3333.jpg?w=1600) The **UX/Design** panel featured Domaine's VP of Creative, [Trey Hardin](https://www.linkedin.com/in/trey-hardin-3b309999/), and Director of User Experience, [Katie Baligod](https://www.linkedin.com/in/katiebaligod/), alongside [Asia Casey](https://www.linkedin.com/in/asia-casey/) from [Timex](https://domaineworldwide.com/work/timex/), [Alexa Gulian Azarian](https://www.linkedin.com/in/alexa-gulian-azarian-8760a244/) from [Oscar de la Renta](https://www.oscardelarenta.com/), and [Sean Kelly](https://www.linkedin.com/in/sean-nr-kelly/) from Hush. The discussion highlighted principles and processes for impactful site redesigns that drive engagement, reflecting on evolving customer expectations. ![Enterprise Growth fireside chat](https://cdn.sanity.io/images/cxeknc6v/production/a81c2583d27011c795903cc8224190aa11c6ec95-5000x3333.jpg?w=1600) Later, an intimate fireside chat with [Jane Scott](https://www.linkedin.com/in/jane-scott-a126133/) from Tuckernuck and our Director of Account Management [Blaise Rashtchian](https://www.linkedin.com/in/blaiserashtchian/) explored the brand’s **Enterprise Growth** journey, sharing strategies for scaling through strategic planning, conversion rate optimization, and crafting a compelling on-site experience. The day's sessions concluded with **Partner Features** lightning talks, where Domaine’s Innovation Partners: [Klaviyo](https://www.klaviyo.com/), [Yotpo](https://www.yotpo.com/), [Gorgias](https://www.gorgias.com/), [Recharge](https://getrecharge.com/), and [Loop](https://www.loopreturns.com/) discussed how our clients are implementing Shopify's technology partner ecosystem in innovative ways. ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/e11e2e7affdbdbb16fe6c7882dc8ad8c30ed5727-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/b96ca02f4ea2c77af0bf97cd319aebe2e99efbc7-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/3357714e0336f7e4c1ca0f9d2bcec005b67bb51f-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/6193adc94b2df48a632460ff14b7bc024eb5ef1a-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/d3a8089366a7f9b074d29bccc5afe32c31dabf67-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/2f04a501a0cc505abcccddcd34b85f1db924547f-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/7366815c42c7528b08fd393e0d6705b2ef9f55ad-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/a125e0c8fddedb0bbf1ec0aea0c15425ff44f9dc-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/2c4c14f816d3030de0b1b1529f0e1c8aeac67b1a-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/66f6f92688ea58100f79b0f52baefb56a1280c67-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/e45842c6004d12db17cd92ef2077ccf7d3b03a50-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/6337d604ba330c866b69b12b554f6ee5770810a1-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/14cbc35cfe904cea4ae8755ce6a96e82dfa06487-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/07e59a4e3c749d958565a18a78ad7191718ab364-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/a5853cceae52945a7ab0a5d54f6e38c86b79684b-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/0a2b51282c34cf479ed0d1ac92f152d109f281f2-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/4e01768cb52910deddf9a14fcef29f954b56d005-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/82645307adc871c65ca42663b2ec3754968c368c-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/c89215037dc74aa9fb350ce4f9ef132227e8511e-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/6679ed1df46e2b56891edf26ede1ee700e1abe6a-5000x3333.png?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/a6dc800120675a5a8268277c20ab5f3d7707cfb6-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/476632e103a4e2b3d48c722a96e59f43a84b771e-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/026ed27da9121bc18894c33d5055adac337581d4-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/fa30376634f6ac9d45de633b01e5196bc08fdd29-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/0b95b8d2564e9ac7c0900120e3391bf98fa4b47e-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/dd4e4ab4ab572eb8a7657a0ff2150b1cc618e4c8-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/2772130c77e449211b6a8a96962904700c6e7294-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/967d64719f9d228d3c4c96ecb50e9aec08a8b30a-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/7e246ad7aabce57872000989cd25abd04c4d0f27-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/d704dccf691c39a95edc90146aa64b2746231dd3-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/cc7bcc29f133e08fe23ad10624aafa17b5cf2412-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/3fcb8332a2aec8ff3bf16c8f0c43ee8b7ce0f3fd-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/ca08d21194f5bab05b2eb8e5f1c5e6a5c7bf08b7-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/2c0ec0a5c448bf75746c7f5b2af089c2e5413687-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/65d95dab7988251b067c205009045bd1be135d19-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/43da81290af9f2b63bbfba32d13a403e3b4b5cc3-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/d6d23cab55353d5603106291692fe0ffd5d350d8-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/5898828b3f9eafe38ddd21612aaca6b7089745c2-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/df1de1958557aeaa428efc95e51a2243d7737cd7-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/00ab64376328e0ce7e413e78f15d49e872e4a53d-5000x3333.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/6e1794996133bd279dc9764ee71d3ff350ac2b15-3333x5000.jpg?w=1600) ![Curated by Domaine](https://cdn.sanity.io/images/cxeknc6v/production/7a07e88baa50e2c6be2b8a35dab39d2039f84214-3333x5000.jpg?w=1600) ## Evening: Networking and Community Building Closing remarks from Marko Bon and Mac King led into an evening of continued networking. Attendees traveled to the Beekman Hotel for a happy hour, fostering informal connections in a relaxed setting. The evening culminated in intimate dinners, with groups of 20 to 30 guests hosted at renowned New York City restaurants: [Atera](http://ateranyc.com/), [Manhatta](https://www.manhattarestaurant.com/), [Beefbar](https://beefbar.com/new-york/), and [Carbone](https://carbonenewyork.com/) (at [Sadelle’s](https://sadelles.com/)). Each dinner was sponsored by our partners: Recharge, Yotpo, Klaviyo, Nosto, Loop, Gorgias, and Shopify, facilitating deeper discussions and relationship-building. Reflecting on the event, Marko Bon noted, "With so many of our clients facing similar questions—around personalization, expansion, technology, and growth—we wanted to facilitate real conversations between brands that are navigating these shifts firsthand." _Curated_ by Domaine successfully fostered an environment of collaboration and knowledge sharing, setting the stage for future gatherings aimed at addressing the evolving challenges and opportunities within the ecommerce landscape. ### Navigating GDPR Compliance with Google Analytics: What You Need to Know for Your Shopify Store https://domaineworldwide.com/insights/commerce-insights/gdpr-compliance-with-google-analytics-on-shopify/ GA4 adds complexities to managing consent on Shopify for brands complying with GDPR and CCPA At Domaine, we’ve seen firsthand how the challenges around consent management have impacted (and frustrated) clients using GA4. This article explores these challenges, as well as the high-level strategic considerations for consent management and the tools that can help streamline compliance efforts—whether it’s adapting to specific laws or managing consent globally. _Please note: The content of this article is for informational purposes only and does not constitute legal advice. Please consult your legal counsel for advice tailored to your specific brand or situation._ ## What is consent management, anyway? Consent management is about asking for and managing permission to collect and use customer data (like cookies). It also involves addressing how IP addresses, user identifiers, and other user data are handled. Cookies are essential for gathering insights into how customers interact with your site. But under GDPR, you need to get user consent first. Without it, the data you collect for things like analytics and marketing should be limited. Need help managing cookies on Shopify? Check out [this guide](https://help.shopify.com/en/manual/reports-and-analytics/discrepancies). ## Why is consent management so important? Two reasons: - **It’s the law**: Privacy rules like GDPR (protecting EU citizens) or CCPA (protecting California residents) require certain businesses to get explicit consent before gathering and using customer data. - **To keep customers happy**: Being open about how you handle data builds trust with your customers. Consent management platforms aim to make this easier by automating consent tracking and keeping your data management practices compliant with regulations. If consent isn’t managed correctly, it can lead to data loss, ineffective tracking, or legal penalties. That’s why it’s important to have a solid management strategy and tools in place. ## How Shopify helps you manage consent Shopify provides basic tools to help you stay compliant, like cookie banners. But if your business needs are more complex—say, operating in multiple regions—you might need a consent management platform (CMP) to handle things more efficiently, such as [OneTrust](https://www.onetrust.com/). For more on international regulations, check out our [Internationalization Guide for Shopify](https://domaineworldwide.com/insights/technology/internationalization-guide-for-shopify/). ## What you need to know about GA4 & consent management #### **Why you need ‘Consent Mode’** [GA4 requires Consent Mode](https://support.google.com/analytics/answer/14275483?hl=en) if you’re collecting data in the European Economic Area (EEA). Consent Mode allows you to adjust how Google tags behave based on user consent, aiding compliance by modifying the type of data collected rather than stopping it entirely. Without Consent Mode, you could lose access to features like ad personalization and remarketing through Google Ads, but setting up Consent Mode and making sure it’s working properly with your existing tech stack can be complicated because it involves passing consent signals through Google tags. **Domaine’s Tip:** Implementing Consent Mode in coordination with your development team can ensure consent signals are properly passed through Google tags and integrated with your existing tech stack. With privacy considerations we are also seeing bigger discrepancies between sessions, transactions, and revenue data in GA4 and in Shopify– but leveraging server-side tracking can help mitigate this. Our team helps Shopify merchants implement this setup without losing access to critical marketing features. ## Is Google Analytics GDPR compliant? Short answer: not necessarily. Google Analytics doesn’t inherently comply or fail to comply with GDPR—it depends on how you configure and use it. One of GA4's significant downfalls is its U.S.-based data storage, which can violate GDPR's data transfer rules, however legal safeguards such as Standard Contractual Clauses (SCCs) can be used to assist compliance with GDPR’s data transfer requirements. In addition, the new GA4 version attempts to improve Universal Analytics by adding more robust privacy features, but challenges still remain. Despite some privacy-friendly features, like IP anonymization and data deletion capabilities, GA4 transfers personal data to the US for processing. This can be a problem because GDPR has strict rules about sending personally identifiable information (PII) outside of the EU to countries that don’t have the same level of data protection. The issue is that US laws can allow authorities to access that data, which goes against GDPR’s standards for protecting personal information. To comply, extra legal safeguards are needed, but it’s still a gray area for many businesses. Since GA4 doesn’t allow users to select where data is stored, merchants need alternative solutions to follow GDPR compliance. Some workarounds to help mitigate risks may include: - **Server-side tagging**: Process and store data within the EU before sending it to GA4 to reduce compliance risks; however, data transfers to non-EU regions still require legal safeguards, like SCCs, to fully comply with GDPR. - **Use alternative tools**: Explore GDPR-compliant analytics platforms that offer EU-based data storage. - **Legal safeguards**: Implement [Standard Contractual Clauses (SCCs)](https://commission.europa.eu/law/law-topic/data-protection/international-dimension-data-protection/standard-contractual-clauses-scc_en) to legally transfer data between regions. With any workarounds, it’s important to consult with your legal team for your business’s specific situation and to ensure compliance with all applicable laws. Beyond data transfer concerns, GDPR also requires merchants to obtain explicit consent for data collection, limit the type of data processed, and provide clear user privacy policies. ## Considerations for consent management & how they impact your business If only it were as easy as ticking a compliance box, but there’s a lot of nuance in navigating consent management for ecommerce brands. Here are some higher-level considerations and how they could influence your business operations. **Reduce legal risks & avoid fines** By handling data according to GDPR regulations and by-the-book consent management practices, you reduce the risk of fines or legal action. This protects your business and keeps you audit-ready. #### **Build customer trust** In general, we’ve become much more protective and aware of how our personal data is managed online. Having transparent consent shows customers you respect their privacy and will handle their personal data diligently. #### **Adapt to international privacy laws** If your store operates across multiple regions, you may need to tailor your consent management approach for different laws like GDPR (EU), CCPA (California Consumer Privacy Act), and others. Understanding how these laws apply to your business with your legal team is essential, as failure to do so can lead to compliance issues. A solution that supports multi-region compliance is a good option if you need to streamline your operations globally. #### **Coordinate across teams** Consent management involves more than just the legal team. Marketing needs to know what data they can leverage, IT needs to keep systems compliant, and legal must oversee and verify compliance. Misalignment can lead to compliance failures and operational inefficiencies. #### **Influence data collection for marketing & personalization** By requesting proper consent, you may collect less data overall. However, the data you do gather will be high-quality, legally compliant, and better suited for meaningful personalization and effective marketing. #### **Integrate with existing systems** Consent management tools should integrate seamlessly with your existing tech stack, such as Shopify and GA4. This keeps your entire ecosystem compliant, and data can flow smoothly between systems without breaking any rules. #### **Track & record consent for compliance** Keep detailed records of when and how consent was obtained. This helps demonstrate compliance during audits and prepares you for any legal challenges related to data retention and data privacy policies. ## Final thoughts: Navigating GDPR compliance with your Google Analytics setup With the complexities around GA4, user data, and data processing laws and regulations, achieving compliance might feel daunting. Using a Consent Management Platform (CMP) helps automate and simplify this process, making it easier to manage consent across regions and systems. However, selecting the right CMP and integrating it into your existing setup requires careful consideration. At Domaine, we regularly help clients assess CMP options like [OneTrust](https://www.onetrust.com/) or [Pandectes](https://pandectes.io/) to see what fits best with their Shopify setup and business needs. So if you’re feeling overwhelmed by consent management integrations and configuring your Google Analytics setup to comply with GDPR, first consult with your legal team about your unique needs, and also [get in touch with our Domaine experts.](https://domaineworldwide.com/studio/contact/) _Please note: The content of this article is for informational purposes only and does not constitute legal advice. Please consult your legal counsel for advice tailored to your specific brand or situation._ ### Custom Complexity with Hunter Douglas https://domaineworldwide.com/insights/commerce-insights/custom-complexity-with-hunter-douglas/ See how Hunter Douglas moved Blinds2Go, Tuiss, and Select Blinds US to Shopify, supporting made-to-measure products, live pricing, and complex configurations. Enterprise catalogs tend to get complicated for a handful of recurring reasons: high SKU counts, multiple brands running on shared infrastructure, and product logic that doesn't map cleanly onto a standard variant model. Hunter Douglas's window covering brands push all three about as far as they go. Blinds2Go, Tuiss, and Select Blinds US price every product live, using a formula specific to each individual item rather than any shared rate. Two products of the exact same length can carry meaningfully different pricing depending on the calculation built for that particular product, which meant almost nothing about how these brands sell could be reduced to a fixed price list. We began working with Hunter Douglas in 2024 to move Blinds2Go, Tuiss, and Select Blinds US onto a single Shopify foundation. The ambition was to build one flexible global theme all three brands could run on, but the question underneath it was whether Shopify, a platform built around fixed product variants, could actually hold a catalog that recalculates itself line by line on every customer interaction. ## Nothing off the rack Across all three sites, pricing had never been something you could look up. There was no static per-unit price map to reference anywhere in the business, and the math wasn't standardized even at the category level. Nearly every part of the buying experience depended on it: the price shown on a listing page, and the number that updates the moment a customer changes a measurement or fabric selection on a product page. Each of those moments meant calling Hunter Douglas's own pricing engine and getting a correct number back instantly, not after a noticeable delay. ## One page, every window treatment On their old VTEX build, Hunter Douglas’ buying experience had grown independently across all three brands, with each one handling configuration and pricing display its own way. There was no shared pattern for how or when a price appeared, and because the sites sat on different platforms entirely, keeping any of it consistent meant duplicating effort across separate teams. On Shopify, the product page runs on a single form that adapts to whatever a given product's configuration requires, rather than hardcoding a version of that product for every possible combination. As a customer selects dimensions, fabric, lining, or control type, the form pulls from data delivered by Hunter Douglas's own product catalog engine and reflects those choices back with a live price pulled directly from their pricing engine. For a roman blind, that can mean choices across: - Lining option - Installation method - Control location - Product insurance That same logic carries into the cart, where a cart transform function keeps the displayed price matched to the exact configuration selected, and into checkout, where a validation step calls the pricing engine once more to confirm nothing has changed since the item was added, prompting the customer to update their cart if it has. Additionally, we built Shopify's newer customer accounts directly into the theme, rather than pointing customers to a separate, standalone account experience. Now, Hunter Douglas can carry its own navigation and design language all the way through login and order history, instead of handing customers off to a generic account screen. ## What's running behind the shade Previously, all of the logic that made this pricing and configuration model work lived in custom VTEX code, built and maintained largely by hand for each brand. On Shopify, that logic runs through a connected chain of systems instead. Hunter Douglas's own product catalog engine holds the master data for every product and pushes it into Shopify as product metafields. None of the configuration options, measurements, fabric, lining, control type, exist as individual product variants; they arrive as structured data and get converted into product options that the storefront reads to build the buying experience. Every time a customer changes a selection, Shopify calls out to Hunter Douglas's separate, purpose-built pricing calculator to return the correct number, and that same call happens again at checkout as a validation step. At this level of customization, holding an inventory record for every possible configuration isn't feasible, since almost no two orders are identical. ### Service, made to measure That reality creates a problem downstream. Because products are effectively assembled on the fly, with no SKU or inventory record covering every possible combination, editing an order after the fact, for a customer who wants to adjust a fabric choice or correct a measurement, is unusually complex. We built order edit functionality that lets Hunter Douglas's team make those changes directly rather than cancelling and rebuilding an order from scratch. We also built a custom app connecting Zendesk, the client's customer service platform, to Shopify admin, giving support agents visibility into an order's exact configuration and the ability to act on it: changing an order, submitting a refund, or remaking a product, all from the tool their team already uses daily. ## Shedding light on Shopify’s ability to handle complexity Blinds2Go, Tuiss, and Select Blinds US now run on one flexible codebase, capable of supporting three brands with genuinely different pricing histories and configuration needs, without forcing any of them into a rigid, identical template. Tuiss Denmark and Tuiss Ireland were followed by Blinds2Go, and most recently by Select Blinds US. What Hunter Douglas's migration to Shopify ultimately demonstrates is that a platform built around standard variants and fixed SKUs can still support products that are, by definition, never standard, provided the underlying architecture treats configuration and pricing as data to work with rather than a limitation to work around. The same lesson holds well beyond window coverings, for any brand selling made-to-order furniture, equipment built to specification, or apparel and accessories with enough personalization options that a traditional variant model breaks down long before the catalog does. If your brand is running into the limits of enterprise SKU counts or custom pricing logic on your current platform, [we'd be glad to talk through what's possible](https://domaineworldwide.com/contact/). ### Benchmade’s Custom Cutting Edge Sharpening Service https://domaineworldwide.com/insights/commerce-insights/deep-dive-benchmade-custom-sharpening-service/ How Benchmade turned lifetime knife sharpening into a differentiated service experience with tracking, automation, and smart workflows. Due to it’s already impressive impact, and obvious potential, the Benchmade team identified Lifesharp as an opportunity to create a defining moment in the customer journey, a point of difference from competitors, and a reinforcement of Benchmade’s long-standing commitment to quality. Already a long time Domaine client following their platform migration from Magento to Shopify, the Benchmade team came to us with a clear ambition: **transform Lifesharp, a simple form set up, into the most visually considered, intuitive, and engaging experience on the site.** ## Carving Out a New Front-End Experience While the previous experience existed as a functional submission form, the new Lifesharp needed to operate like an interactive workflow — one that could guide customers through the process of selecting services, identifying the condition of their knives, specifying needs like sharpening, engraving or repair, and doing so in a way that felt unmistakably Benchmade. On the logistical side, customers had no way to track their knife's progress through the servicing process — their only option was to contact customer support for updates. And for fulfilment, customers had to navigate shipping logistics themselves: packaging their knives, identifying the correct shipping method, and managing carrier details. Now, Lifesharp is a fully intuitive and seamless experience for customers. We built a visual service tracker inspired by Domino’s Pizza, showing customers exactly where their knives are at any point in the process, offering full transparency from receipt through servicing to completion. Each stage is surfaced clearly in the interface, and progress updates are sent automatically through Klaviyo, ensuring customers are consistently informed. When Shipping products back to Benchmade for sharpening, customers now pay a flat rate and are provided with a structured method for sending their knives in. Dedicated packaging accommodates knives in their sheaths, and carriers are coordinated to pick the package up directly, making the entire process simpler, safer and more consistent. ## Slicing Through Complexity in The Back-End Behind the scenes, Benchmade’s product catalog carries a level of complexity that goes far beyond a typical service workflow. Different knife types have different rules regarding what services can be performed: - Some services vary by region - Certain knife categories come with strict quantity limits - Many combinations require unique validation before they can be submitted. On top of that, knives from different product families often have regulatory conditions attached, making some service combinations impossible to submit together. Because of this, Lifesharp could never be a “one size fits all” experience. Every choice a customer makes may trigger a cascading set of checks behind the scenes to ensure the submission is compliant, feasible, and correctly matched to Benchmade’s internal servicing rules. To keep things moving for Benchmade, we developed an extensive conditional logic system that operates silently as the customer moves through the flow. The interface remains clean and simple, but under the surface it’s constantly evaluating knife types, order combinations and service requests, ensuring that nothing exceeds legal thresholds or internal servicing limits. This creates an experience that feels effortless to the user, while managing a high degree of operational and regulatory nuance in the background. ### A custom solution for a non-standard service model Because knife servicing is not a standard Shopify order type, none of Shopify’s native order statuses or operational workflows applied to Lifesharp. To support the new experience, we built a custom app for Benchmade, specifically designed to manage the servicing lifecycle of each individual knife. This app: - Stores and updates the service status for every knife in real time - Communicates those updates directly to the Shopify front end - Maintains alignment with Zendesk, which Benchmade uses as their internal source of truth - Creates separate Zendesk cases for multi-knife submissions (each knife tracked independently) - Allows technicians to receive information in the same format they are accustomed to, while the customer-facing journey becomes entirely modernized This ensures that nothing changes for the Benchmade team performing the work — but everything improves for the customer interacting with the service. ## Need A Sharper Service Pathway? What Lifesharp 2.0 ultimately demonstrates is that a well-designed, transparent, and highly considered service pathway can be a powerful differentiator far beyond the knife category. Whether you’re a fashion house offering bespoke tailoring on past purchases, a flat-pack furniture brand providing lifetime spare parts, or a luxury accessory brand handling refurbishment, reach out to our expert team to discuss how we can create a custom solution for you, just like Benchmade. ### How Daily Harvest Migrated from a Custom Platform to Shopify https://domaineworldwide.com/insights/resources/domaine-migrations-vol-02/ Daily Harvest shares why it left a custom platform for Shopify, how it approached data migration and tech stack simplification, and what changed for speed, merchandising, and lifecycle marketing with Shopify + Klaviyo. [Daily Harvest](https://daily-harvest.com/) launched in 2015 with a clear mission: make it easier for people to eat sustainably grown, organic fruits and vegetables every day. The brand built one of the earlier direct-to-consumer frozen food models, which meant operating with a set of technical requirements that many platforms didn't support at the time. Over the years, that early custom foundation delivered what the business needed. It also created a familiar reality for established ecommerce teams: as the site, data, and internal systems grew more complex, the cost of maintaining and evolving the platform grew with it. Roadmaps became harder to predict. Simple improvements could turn into long engineering projects. Teams spent more time managing complexity and less time building the next customer experience. In Volume 02 of our [migrations](https://domaineworldwide.com/services/technology/migrations/) webinar with Daily Harvest, Domaine’s Co-founder & CRO [Mac King](https://www.linkedin.com/in/mackenziepking/) sits down with: - [YuJin Yong](https://www.linkedin.com/in/yujinyong/), VP of Digital at Daily Harvest - [Jake Cohen](https://www.linkedin.com/in/jfccohen/), VP of Shopify at [Klaviyo](https://www.klaviyo.com/) - [Carla Wright](https://www.linkedin.com/in/carlabowes/), Sr. Enterprise Architect at [Shopify](https://www.shopify.com/) Together, they walk through why Daily Harvest migrated from a [homegrown legacy platform to Shopify](https://domaineworldwide.com/services/technology/migrations/custom-platform-migrations/), what it took to move nearly eight years of data, and how the team used Shopify and Klaviyo to create a more unified, self-serve operating model. Learn more about replatforming in our [Platform Migrations Hub](https://domaineworldwide.com/resources/platform-migrations/). This recap highlights the story, goals, and high-level strategy. The full webinar is [available on demand](https://domaineworldwide.com/#form-e38cf04f-7f2a-48ce-8fd3-3bf00b3612b9-0) and goes deeper into the tradeoffs, decisions, and practical realities that show up when an enterprise brand modernizes its stack. **Domaine Migrations Vol 02** — [Watch on Demand](https://domaineworldwide.com/#form-e38cf04f-7f2a-48ce-8fd3-3bf00b3612b9-0) ## When “cutting edge” becomes a constraint Daily Harvest’s legacy site made sense in 2015. At that point, the brand needed to support a [subscription](https://domaineworldwide.com/work/features/subscriptions/)-driven journey that many tools couldn't handle well out of the box. Over time, the same custom foundation introduced pain that many teams recognize: - High effort required to ship updates and test ideas - A heavy set of internal systems to manage and maintain - Limited predictability in roadmaps and cycle times - Increasing Total Cost of Ownership (TCO) as complexity expanded - Ongoing risk mitigation as fixes created new issues elsewhere YuJin describes the moment of clarity simply: “We needed to move platforms to operate at a speed that felt normal compared to what we saw other brands achieve.” Evaluate whether to migrate off a custom ecommerce platform with our [Custom to Shopify Enterprise Migration Guide](https://domaineworldwide.com/custom-to-shopify-migrations/). ## The decision to replatform: profitability, speed, & predictability Daily Harvest approached the migration as a business decision first. The goals centered on reducing bottom-line expenses, increasing cycle time, and modernizing the digital experience without taking on unnecessary risk. The motivations spanned both internal operations and customer-facing experience: **Internal drivers** - Reduce the cost and operational load of maintaining a custom platform - Enable merchandising and marketing teams to move without heavy developer involvement - Improve reliability and reduce “whack-a-mole” fixes across interconnected systems - Simplify an extremely complex tech stack into a clearer set of anchor platforms **Customer experience drivers** - Deliver faster site performance and a more modern UX/UI - Support multiple purchase journeys, including subscription and non-subscription customers - Add flexible merchandising capabilities, including bundles - Keep room for growth across additional channels and marketplaces The part that stands out in the conversation is how clearly the team framed the migration as an investment. According to YuJin, “We migrated to build a foundation that supports faster learning, better coordination, and a roadmap that moves beyond maintenance.” **Domaine Migrations Vol 02** — [Watch the Episode](https://domaineworldwide.com/#form-e38cf04f-7f2a-48ce-8fd3-3bf00b3612b9-0) ## Headless vs. Liquid: why Daily Harvest chose Liquid Many enterprise teams assume that moving from custom means choosing [headless](https://domaineworldwide.com/services/technology/front-end-development/headless-development/). Daily Harvest had already started down that path, and it initially felt familiar because it mirrored their legacy approach. Then the team paused and Domaine helped them evaluate what they actually needed to deliver. YuJin shares the pivot: "The roadmap didn't require headless complexity. With Domaine’s guidance, we realized a Liquid build could support the experiences we cared about, while helping us move faster and take advantage of platform improvements as Shopify ships them." Key reasons Daily Harvest chose Liquid: - Faster execution with fewer open-ended build decisions - Better alignment with app ecosystem releases that often land on Liquid first - A simpler path to reducing complexity while still supporting customization - Confidence that UX/UI goals would hold without headless overhead In the webinar, the panel unpacks a point that doesn’t get enough attention: headless can be the right choice, but it comes with ownership. If the business goal is speed and simplification, a simpler architecture can be the more strategic option. ## A unified stack: Shopify & Klaviyo as anchor platforms Daily Harvest frames Shopify and Klaviyo as the two anchor systems for commerce and customer communication. That clarity shaped how the team evaluated tools, integrations, and workflows. On the Klaviyo side, the team revamped [CRM and email](https://domaineworldwide.com/services/marketing/) alongside the site redesign, then expanded into additional products: - Email - SMS (with a renewed focus on opt-ins and strategy) - Klaviyo Product Reviews, including a migration of more than seven years of review history YuJin describes a practical selection rule that many teams aspire to: “If a tool doesn't integrate cleanly with Shopify and Klaviyo, it may not support the speed we want.” The panel also touches on a shift that matters for large teams: the day-to-day work moves closer to the people who own the outcome. Instead of routing segmentation and sends through engineering and multiple data stakeholders, marketers can build segments, launch campaigns, and learn faster – creating a change that isn’t just a tooling upgrade, but an operating model upgrade. **Domaine Migrations Vol 02** — [Watch the Webinar](https://domaineworldwide.com/#form-e38cf04f-7f2a-48ce-8fd3-3bf00b3612b9-0) ## Migration as transformation: deciding what to carry forward When you migrate off a legacy platform, the hardest problems often show up before any code ships. For Daily Harvest the challenge was determining what, of nearly eight years of data, logic, tags, and historical decisions embedded in the business should be carried forward, and what should be left behind. The team had to answer questions like: - Which customer experiences are truly essential today? - Which journeys should be rebuilt, and which should be redesigned? - Which data is still useful for personalization, segmentation, and reporting? - Which historical artifacts are no longer worth carrying forward? YuJin’s advice in the webinar is worth sitting with: treat the migration as an opportunity to ask, “If we were building this company today, what would matter most?” That framing helps teams avoid rebuilding the past by default. Discover more by listening to [the full webinar](https://domaineworldwide.com/#form-e38cf04f-7f2a-48ce-8fd3-3bf00b3612b9-0) to understand the nuance of how Daily Harvest approached tradeoffs, internal alignment, and the reality that not everything maps one-to-one from custom to a standard platform. ## Bundles without engineering: a practical example of self-serve merchandising In this webinar, [Bundles](https://domaineworldwide.com/work/features/bundling/) came up repeatedly – and for good reason. Daily Harvest’s catalog is built around individual SKUs, and bundles create a different shopping journey without changing how operations need to fulfill orders. On the legacy site, bundles required meaningful engineering effort. Whereas, on Shopify, Daily Harvest uses Shopify’s native bundles capability so merchandising and marketing teams can build, test, and iterate without developer dependencies, enabling: - Merchandising to create new bundles directly in Shopify - Teams to launch seasonal and segment-specific boxes quickly - Operations to fulfill bundles as individual items, matching warehouse needs - Inventory to stay aligned to individual SKUs, reducing oversell risk The panel goes deeper into why this matters for both speed and operational clarity. **Domaine Migrations Vol 02** — [Get Access](https://domaineworldwide.com/#form-e38cf04f-7f2a-48ce-8fd3-3bf00b3612b9-0) ## Faster learning, fewer stakeholders, & better coordination The strongest thread throughout the webinar is pace. Daily Harvest describes a shift away from long timelines and heavy dependencies toward faster iteration, clearer ownership, and more connected systems. With Shopify, and Domaine as their partner, Daily Harvest are able to: - Build in a more consistent sprint cadence with Domaine - React faster to seasonal opportunities and inventory changes - Use “notify me” signals to understand demand when items go out of stock - Rely less on heavyweight testing infrastructure because the team can ship and learn quickly - Support a web view mobile app more seamlessly by building once and extending the experience In the webinar, the panel also emphasizes something that’s easy to miss: unified commerce is not just tech. It’s also the experience of working across partners as one team, with fewer “handoffs” and less time lost translating context between systems. ## What Daily Harvest is bringing back next A smart migration prioritizes what you need at launch and phases the rest with intention. Daily Harvest de-risked certain features and content during the migration, with plans to reintroduce them thoughtfully. YuJin points to upcoming work such as: - Gifting capabilities - Gift cards, reintroduced in a safer phase rather than during the core migration - Blog and content experiences, including recipes and brand storytelling - A review of older content to decide what still supports the brand today This is where the full webinar is especially useful: brands get a clearer view of how the team chose what to launch, what to defer, and how they think about sequencing in a way that protects both customer experience and internal velocity. ## Watch the full webinar on demand If you’re evaluating a migration from custom commerce to Shopify, or you’re trying to simplify a complex stack without losing the experiences that make your brand distinct, [this webinar](https://domaineworldwide.com/#form-e38cf04f-7f2a-48ce-8fd3-3bf00b3612b9-0) will give you a grounded view of what the process can look like. You’ll hear how Daily Harvest approached: - The platform decision and architectural tradeoffs - Data migration and “what to keep” strategy - Unified workflows across Shopify, Klaviyo, and the partner ecosystem - Real examples of how self-serve tooling changes speed, ownership, and output ### Understanding Shopify + Vercel rebuilding Hydrogen https://domaineworldwide.com/insights/commerce-insights/understanding-shopify-vercel-rebuilding-hydrogen/ Shopify and Vercel are rebuilding Hydrogen for headless commerce. Here's Domaine's take on what that means, and doesn't mean, for enterprise ecommerce leaders. Last week at Vercel Ship 26, Shopify and Vercel laid out a shared vision for headless commerce: Shopify runs the commerce layer, Vercel runs the experience layer, and together they make headless Shopify development more accessible than it has been historically. At Domaine, we’re watching this unfold closely. For enterprise brands evaluating headed vs. headless commerce, this partnership is going to have an enormous impact. Our interest in this partnership isn't the announcement itself— it's what it changes, and doesn't change, for how enterprise brands should think about headed versus headless commerce. ![Vercel Ship 26](https://cdn.sanity.io/images/cxeknc6v/production/f9ad4782bd3a305e6eda034b1cbcb7564c8ce406-1280x853.jpg?w=1600) ## The short version of what's happening Shopify's side of the partnership is familiar territory: transactions, inventory, checkout, merchant operations, and the reliability that comes from running commerce infrastructure at scale. Vercel's side covers frontend performance, edge delivery, developer workflow, and the infrastructure behind AI-assisted development and emerging agentic commerce. The connective tissue is a rebuilt version of Hydrogen, Shopify's headless framework. Although still in preview and not generally available, the new version's direction is clear. Instead of a framework tied to one rendering approach, the new Hydrogen is meant to be open source and runtime agnostic, meaning it can run anywhere JavaScript runs, across Next.js, Nuxt, Svelte, or a custom framework. [Vercel](https://vercel.com/blog/vercel-and-shopify-are-rebuilding-hydrogen) has described the work across three layers: 1. A core layer that centralizes Shopify API logic teams have historically rebuilt themselves; 2. A client layer for common frontend commerce patterns like cart state; 3. A server layer for full-stack performance, caching, and type-safe access to Shopify's headless API. Vercel also showed v0 prompting a working Next.js and Shopify storefront in seconds, and previewed a "Deploy to Vercel" experience inside [Shopify](https://shopify.dev/changelog/hydrogen-now-deploys-to-vercel) itself. Headless commerce has always had a specific weakness: too much repeated, custom glue code, since every team building a headless Shopify storefront has historically written its own bindings to the same API contract. Centralizing those patterns could genuinely reduce that maintenance burden over time. That's a real improvement, and it's worth taking seriously. It's not the same as removing the strategic and operational work enterprise commerce requires. A faster, more standardized starting point still needs clear strategy, sound information architecture, careful data modeling, real integrations, content operations, quality assurance, governance, and cross-functional coordination to keep it all working after launch. ## Headed Shopify still wins for most brands For most brands, headed Shopify remains the right choice. Not because headless is bad, but because headed Shopify offers the lowest total cost of ownership for the vast majority of ecommerce businesses. It tends to win on: - Speed to market, since themes and apps are ready to configure rather than build from scratch - Simplicity, with fewer moving parts and fewer places for something to break - Operational overhead, since merchandising, content, and commerce live in one system - Cost, both in development and in ongoing maintenance - Fewer vendor and commercial dependencies to manage over time The Shopify and Vercel partnership doesn't change any of that, and it isn't trying to. It's aimed at making headless better where headless is the right call, not at replacing headed Shopify as the default. What is changing is the economics of flexibility. AI-assisted workflows are steadily reducing the investment required to build and maintain quality software, and as that happens, the premium a brand pays for headless architecture starts to shrink. That's worth tracking, even though it doesn't change which brands should choose headless today. The underlying complexity of production commerce hasn't disappeared. The tools available to manage it are just getting better. ![Vercel Ship 26](https://cdn.sanity.io/images/cxeknc6v/production/18deec0b155238a0f177aedd7ac0e1e3ff39a555-1434x944.png?w=1600) ## Where headless becomes more compelling Headless earns its complexity when a brand has a real reason to take it on, including situations where a brand needs: - A highly differentiated frontend experience driven by unique business requirements that benefit from greater architectural flexibility - Deeper personalization, connected shopping surfaces, or richer, more direct customer relationships than a standard storefront allows - Complex omnichannel experiences, such as commerce embedded in kiosks, mobile apps, or non-traditional retail moments - A stronger foundation for agent-assisted development, or new interfaces like conversational commerce, as those tools mature Shopify and Vercel also emphasized a roadmap where headed and headless experiences coexist for the same client, and where omnichannel use cases, like Shop Pay at kiosks, food trucks, and festivals, become more common. Shopify is clearly committed to strengthening its position in enterprise headless, and the reframing of Hydrogen to slot in alongside Next.js gives brands evaluating headless against other composable platforms a stronger narrative to weigh. Ultimately, the strongest headless cases still come from brands with a clear strategic and creative vision beyond traditional ecommerce, not from brands chasing headless because it sounds more advanced. **** ## AI shifts where engineering effort goes Modern tooling and AI-assisted engineering create a real opportunity for efficiency gains. Most enterprise organizations are still early in realizing those benefits because capturing them requires changes to engineering processes, governance, and delivery practices, not simply access to better tools. At the same time, enterprise commerce continues to grow in complexity. Organizations are managing more integrations, more channels, greater personalization, stricter compliance requirements, and higher expectations for performance and reliability. As implementation becomes more efficient, there is an opportunity to redirect engineering effort toward solving these higher-order challenges. That also changes where organizations create value. Differentiation increasingly comes from the architectural, product, and engineering decisions that shape the solution. Success depends on the ability to: - Translate business strategy into the right architecture. - Design customer experiences with quality, craft, and attention to detail. - Build resilient integrations across increasingly complex commerce ecosystems. - Develop data models that can evolve with changing business requirements. - Apply engineering discipline to AI-assisted development, producing solutions that are thoughtful, scalable, secure, maintainable, and operationally reliable over the long term. AI can accelerate implementation, but it does not reduce the importance of architectural judgment, engineering discipline, or thoughtful execution. As the effort required to produce software continues to shift, those capabilities become increasingly important. ### Agentic commerce may be the bigger signal The storefront generation Vercel demonstrated is useful on its own, but the bigger signal sits underneath it: Vercel's move into agent infrastructure, including API Gateway, Open Source AI-software like Eve, Simplifed Authentication & Connections, Compliance Posture. Commerce is extending beyond the traditional storefront, and building brand-owned, customer-facing and operational AI agents feels like a natural next step. The technical barrier to entry for building those agents is lower than it's ever been. Vercel's emphasis on documentation, templates, and skills also points toward agents that can work from stronger implementation patterns inside a codebase, not just generate new code from scratch. This is the part of the roadmap we're most excited about. Frameworks like Eve point toward brands building their own intelligence layers: tightly integrated customer agents and operational AI experiences shaped around how a specific business actually works. It's early, but it feels like the next frontier of commerce, and one where the agency opportunity extends well beyond storefront delivery. ## How enterprise brands should evaluate the decision between headed vs headless Before choosing headed or headless, enterprise leaders should work through a short set of questions rather than defaulting to trend or technical preference. 1. What customer experience are we actually trying to deliver, and can a headed platform support it today? 2. Do we have the internal team maturity, or partner support, to operate a headless stack over the long term, not just launch one? 3. What integrations, data sources, and edge cases will this architecture need to handle in production? 4. What's our realistic total cost of ownership, including maintenance and governance, not just initial build cost? 5. If we choose headless, what's the actual business case, beyond flexibility for its own sake? Brands that can answer these clearly are in a strong position to make the right call, whichever direction it points. ## Where this leaves enterprise leaders The Shopify and Vercel partnership doesn't make every brand headless. It makes the headless conversation more compelling. For enterprise brands that already have the strategic vision, creative ambition, or omnichannel needs to justify headless, or who are already comparing Shopify against other composable platforms, this partnership strengthens the architecture story already available through Hydrogen. The decision still comes down to the same fundamentals it always has: business needs, operating model, customer experience ambition, and the long-term flexibility a brand actually needs. _(Contact form: Ready to explore whether headless is right for your brand?)_ ### Shopify ERP Integrations: How to Customize & Save Costs https://domaineworldwide.com/insights/technology/shopify-erp-integrations/ Integrate Shopify with your ERP to streamline operations, reduce costs, and enhance data accuracy. Discover custom solutions with Domaine. Shopify is the world’s fastest growing ecommerce platform, powering millions of businesses both big and small, and increasingly _enterprise_. For brands at the enterprise level, integrating Shopify into an ERP can unlock its full potential, enabling you to build online stores, sell globally, manage inventory, and often reduce total cost of ownership with less custom code. By integrating your ERP into Shopify, you can streamline operations, enhance data accuracy, and improve overall efficiency. This integration allows for real-time updates across platforms, ensuring that inventory, orders, and customer data are always current. Unsurprisingly though, an ecommerce-ERP integration isn’t as simple as flipping a switch – even with Shopify. These integrations take planning and technical expertise. At Domaine, we’ve developed a rock solid set of Shopify-ERP integration patterns designed to support our brands’ immediate and long-term goals. Here’s how we do it. ## “Custom” Made Easy Integrating Shopify into your business workflow is straightforward, thanks to its robust and modern GraphQL APIs, which are supported with publicly accessible and detailed documentation on [shopify.dev](http://shopify.dev/). Shopify’s architecture is designed to facilitate easy customization, supporting both event-based and job-based integrations. This flexibility allows businesses to tailor their ecommerce operations to meet specific needs _without_ extensive coding. Additionally, Shopify’s lightweight extension model enables custom order management and discounting business logic directly through Checkout Extensions and Functions, ensuring your business requirements are met with ease. ## Decrease Total Cost of Ownership While integrating with Shopify requires some initial effort, the long-term benefits are substantial. Shopify offers out-of-the-box integrations with commerce services available in its [App Store](https://apps.shopify.com/). This means app vendors for returns, customer service, tax, fraud prevention, payments, and financing maintain their own integrations with Shopify, reducing the need for custom code. As a result, our clients see a significant decrease in development time and costs. Shopify’s admin dashboard features a polished, straightforward user experience that simplifies business processes, sometimes even replacing entire systems. This streamlined approach enhances operational efficiency and lowers the total cost of ownership (TCO), allowing businesses to focus on brand growth. ## Typical Integration Flows Between Shopify and Your ERP When integrating Shopify with your ERP, several key data flows need to be established. ### Inventory Accurate inventory management is mission-critical for avoiding stockouts and overstock situations. By synchronizing inventory levels, businesses can maintain real-time inventory visibility, ensuring that stock levels are updated across all sales channels. Depending on your specific business needs this can be as simple as a scheduled job with updates to the entire catalog, or more advanced in omnichannel scenarios with event-based workflows and external calls for availability checks or inventory reservation. ### Product Data Integrating product data between Shopify and your ERP allows for centralized management of product information. This keeps product descriptions, pricing, and availability across all platforms consistent, reducing errors and enhancing the customer shopping experience. Shopify provides flexibility, having the ERP drive all product content, interfacing with a PIM for enrichment, or doing the enrichment right in Shopify through its polished Admin UI. ### Order Export Exporting order data from Shopify to your ERP is vital for order processing and fulfillment. This integration ensures that orders placed on Shopify are automatically transferred to the ERP system, resulting in better order management and less manual data entry. Shopify can also implement routing logic, if needed to reduce shipping/logistics costs, and holding logic to ensure certain checks and filters are made before exporting for fulfillment. ### Fulfillments Effectively managing fulfillment is how brands can meet many customer expectations. With Shopify, brands can manage split and partial fulfillments, provide customers with built-in carrier tracking links, manage digital items, handle local pickup options, and more. Baking fulfillment data into a Shopify-ERP integration not only improves operational efficiency, but the customer experience too. Shopify can support partial fulfillments, and exceptional situations when items cannot be fulfilled. ### Cancellations Handling cancellations promptly is also important for maintaining customer satisfaction. Integrating cancellation data ensures that orders canceled on Shopify are immediately reflected in the ERP system, as well as vice versa for orders canceled from the ERP/warehouse side. This keeps inventory levels and order statuses accurate. ### Payments Integrating payment data between Shopify and your ERP is critical for managing financial transactions. While Shopify’s payment model can initially seem counterintuitive for large brands to adapt to, it comes with a massive benefit: Shopify provides an abstraction layer on top of payments, allowing its rich ecosystem of third-party apps and services to trigger payment events without requiring custom integration work for each payment method. This allows the brands to swap out payment types and third party services easily without development support. Depending on specific business needs, additional integration flows such as returns management, location-based inventory, and B2B transactions like EDI can also be implemented. ## How Domaine Can Help ### Consultations For brands that already have a development team or an integration partner, Domaine offers expert guidance and recommendations around Shopify best practices when it comes to ERP integrations. Here’s a rundown of our consultation services. #### Architecture Planning We start with understanding their current architecture, to make sure all systems and needs are accounted for. We then put together a proposed future state architecture, incorporating recommendations for best-in-class services within the Shopify space, where integrations can be simplified or removed, and which areas may need special attention. #### Detailed Flow Review and Documentation We provide thorough reviews and documentation of your integration flows, example queries and integration approach recommendations, ensuring all processes are efficient, accurate and optimized. ### Custom Integrations For brands requiring more hands-on guidance, Domaine provides full custom integrations tailored to your specific needs. In full Shopify-ERP integrations, we manage the entire integration process from strategy to execution. We also design smaller automations to fill system gaps or improve overall business operation efficiency. ## How We Work Every Shopify-ERP integration begins with a Discovery phase that includes: ### Architecture Session In the Architecture Session, we examine how a brand’s ERP fits into the overall omnichannel workflow. Understanding what, when and why data flows between systems allows us to design a Shopify-ERP integration that blends with the existing processes. We account for core functionalities such as inventory management, order updates, and payments management. At this stage, we’re also answering key questions that will influence our approach to the integration, namely: 1. What data needs to be included in this integration? Order data? Product data? Financial data? Customer data? 2. Does data need to move in real time or can it move in batches? ### ERP Deep Dive Next, we take a deep dive into the ERP itself. Netsuite… Microsoft Dynamics 365… SAP… SAP… RLM… KWI… Aptos… Brightpearl… you name it, we’re familiar with it. We look at the proposed integration method and analyze what systems a brand currently uses to integrate with its other commerce channels. ### Identifying Integration Capabilities and Methods We then assess the integration capabilities of your ERP and how it fits into your business operations. This exercise will show us any potential integration gaps that we might need to address. At this stage we’ll also define the integration method. Most often, we’re using APIs, either Shopify’s or the ERP’s. (Many ERPs are increasingly offering Shopify integration capabilities.) Other times we’re using flat files on an FTP or an iPaaS solution like Boomi. It all ultimately depends on the requirements and objectives. ### Proposed Future State By the end of Discovery, we propose a future state tailored to a brand’s objectives that identifies the Shopify integration capabilities of the ERP, what custom development, if any, is required and what the final output will achieve. Once all parties are aligned, it’s time to build. ### Development We practice iterative and transparent development. Workstreams are broken down by integration flows: inventory, orders, exports, cancellations, returns, payments, product catalogs, pricing, etc. We establish requirements and solutions documentation and lead regular recurring collaboration sessions with the client. Integrations are hosted on client-preferred platforms like AWS, Azure or Google Cloud to support scale and stand up high volume events such as Black Friday/Cyber Monday or major sales. ### Testing, Launch and Support As we get close to the completion of the Shopify-ERP integration, we’re testing heavily. Unit and functional tests to confirm correctness. Performance testing to validate scale and bottlenecks. End-to-end integration testing to ensure all systems are working together as expected. All of those tests are then followed by user acceptance testing. Typically baked into a broader Shopify launch, we deploy ERP integrations simultaneously. Active monitoring and troubleshooting ensures system stability. ## Client Snapshot: How Domaine Designed a Custom Shopify-ERP Integration for Melissa & Doug. As we migrated childrens toy titan, [Melissa & Doug](https://www.melissaanddoug.com/), from Salesforce Commerce Cloud to Shopify, the brand needed to maintain a seamless integration with Salesforce Order Management (SOM), their ERP of choice. Their legacy fulfillment system required information to be held and updated in a specific way in SOM and that information needed to be transferred and updated within Shopify. ![A desktop and mobile screenshot of the Melissa & Doug website.](https://cdn.sanity.io/images/cxeknc6v/production/644597fa546e529c1210b553b8bad7f27dbf3877-2880x1324.jpg?w=1600) Domaine created a custom middleware that keeps Shopify orders in sync with SOM. This middleware manages order actions like fulfillment, partial fulfillment, order cancellation, and appeasements and returns. Our custom middleware also keeps inventory and pricing up to date between SOM and Shopify. This integration was crucial for Melissa & Doug, allowing their team to seamlessly export order information, access critical data, and act on it efficiently, without disrupting their existing fulfillment processes. ## A Shopify-ERP Integration Improves the Customer Experience It provides better visibility and access to mission-critical data – which, in turn, fuels better decision-making. Getting it right can have a major impact on a brand’s scalability and growth. Ready to level-up your brand with a Shopify-ERP integration? [We’re here to help](https://domaineworldwide.com/contact/). _(Contact form: Your brand has a bright future… Let’s build it. )_ ### How Far Has Shopify POS Come in Unifying Commerce? https://domaineworldwide.com/insights/commerce-insights/shopify-pos/ Discover how Shopify POS unifies online and in-store sales, streamlining inventory, payments, and customer data for enterprise retailers. This is where [Shopify’s Point-of-Sale (POS)](https://www.shopify.com/nz/pos/free-trial/sell-retail?utm_source=google&utm_medium=cpc&utm_campaign=RetailPOS_Brand_APAC_NZ_Brand&utm_content=POS&_bt=690093290585&_bk=shopify%20pos&_bm=e&_bn=g&_bg=147960941722&gclsrc=aw.ds&gad_source=1&gclid=Cj0KCQjw4Oe4BhCcARIsADQ0csl73h23Z5wiMTnWFKJnntDRadn2ympu54nDk15Hmlt78mdnPRavH8caAkTpEALw_wcB) system comes in. It's become a powerful tool for enterprise retailers, connecting online and physical store operations effortlessly. With Shopify rolling out impactful updates, now might be the perfect time to rethink your POS strategy. Shopify offers two main POS solutions: Lite and Pro. For the purposes of this article, we are focusing only on POS Pro. ## What is Unified Commerce Through Shopify POS? For large-scale operations, managing both online and **in-person** sales channels in isolation leads to inefficiencies and missed opportunities. Shopify POS solves this by creating a fully unified commerce system where online and **in-store** operations sync in real-time. **Shopify POS Pro** is designed for businesses with complex needs like multi-location management, advanced reporting, and employee management features. #### **Add More Functionality with POS Hardware Accessories** You can expand your Shopify POS system with a variety of hardware accessories to boost efficiency and streamline operations. These include: - **Card readers** for accepting secure payments - **Barcode scanners** for fast checkout - **Receipt printers** and **cash drawers** for managing in-store transactions ![shopify pos accesories](https://cdn.sanity.io/images/cxeknc6v/production/118f05a63eafd20280427ecde6f11fa1331002ac-512x368.png?w=1600) Other accessories, like **iPad stands** and **label printers**, help create a professional checkout experience and keep inventory organized. The result? A centralized platform for seamless operations. ## **How Shopify POS Unifies Your Retail Operations** Shopify POS unifies your inventory, customer data, sales insights, and reporting into one centralized platform that spans both online and in-store channels. This allows your retail business to: - Manage inventory across multiple locations - Deliver consistent customer experiences by making purchase history and preferences accessible to both retail store staff and your online store - Offer conveniences like buy-online-pick-up-in-store (BOPIS) ![shopify pos devices](https://cdn.sanity.io/images/cxeknc6v/production/d471beb741f017d3a06f02a450a9b0803944f3e6-512x373.png?w=1600) ## Key Benefits of Shopify POS ### Centralized Inventory Management Managing inventory across multiple stores while keeping track of online stock is a common challenge for enterprise retailers. Shopify POS solves this by syncing inventory in real-time across all locations. Whether customers buy **in-store** or **online**, stock levels remain consistent, reducing the risk of overselling. This gives your business full control over inventory, so you're always prepared to meet customer demands without running into stock issues. ### Streamlined Omnichannel Customer Experience and Happier Customers Customers today expect a smooth experience, no matter where they shop—**online** or **in-person**. Shopify POS enables merchants to unify customer profiles across channels, meaning their preferences, order history, and loyalty points are easily accessible in real-time. Integrating a third-party **loyalty program** into Shopify POS allows businesses to reward customers for repeat purchases both online and in-store, helping to increase retention and satisfaction. With **Shopify Payments**, the **checkout** process is streamlined, offering multiple **payment methods** like **credit card** or **card reader** payments. These features mean your business can deliver a connected and frictionless shopping experience for every customer, no matter how or where they shop. ![shopify pos in action](https://cdn.sanity.io/images/cxeknc6v/production/e8dde282a48288645d3cd940157dffff73370f39-512x367.png?w=1600) ### Mobile Flexibility with Shopify POS If your business requires mobility—whether at events, pop-up shops, markets, or on the shop floor—**Shopify POS** is a flexible solution that can help. It allows your retail team to assist customers anywhere (via Wi-Fi or cellular data), offering product information, checking stock, and processing payments in real time through the **Shopify POS app**, available on both **iOS** and **Android** devices. With **Tap to Pay on Android**, businesses can now accept secure, contactless payments from **credit cards**, smartwatches, and digital wallets, all without needing extra **POS hardware**. Whether you’re in a **brick-and-mortar store**, at a market, or in a pop-up shop, Shopify POS gives you the flexibility to close sales quickly and provide a better experience for your customers wherever they are. ### Boosted Sales and Revenue Shopify POS brings together sales data from all channels, giving your business the insights needed to make smarter decisions. By understanding which products sell better in-store versus online, and identifying peak sales times, you can optimize inventory and pricing strategies. Advanced reporting tools provided by **Shopify POS Pro** allow retailers to fine-tune their operations and maximize revenue through real-time data. By reallocating stock or adjusting pricing based on this data, businesses can stay agile and drive more sales. ### Advanced Reporting and Analytics **Shopify POS Pro** offers advanced analytics, giving you detailed sales reports across multiple locations, as well as deep insights into customer purchase behavior. These insights allow businesses to optimize operations and plan for future growth. By integrating **POS hardware**, Shopify ensures that data flows effortlessly from **checkout** to your back-end systems, keeping everything running smoothly. ## New Features and Evolving Capabilities of Shopify POS One of the biggest advantages of Shopify POS is that it keeps evolving. Shopify is constantly rolling out updates that help retailers stay ahead. Recently, Shopify introduced several new features that are transforming how businesses use their POS systems: - **Bundles**: Easily sell fixed bundles created with the Shopify Bundles app. - **Customer Metafields**: Capture richer customer data to drive loyalty and personalization. - **Ship to Store**: Even if the item isn’t available at the pickup location, the order can still be shipped there for customer collection. - **Customize POS with Actions and Blocks**: Add custom actions and UI to key pages, from customer details to post-purchase. - **POS Design Refresh**: A redesigned terminal includes better animations, receipt selection, and enhanced image use. - **Tap to Pay on Android**: Now merchants can accept contactless payments using just their phone, without additional hardware. ## How Shopify POS Customization Can Transform Your Operations Shopify POS offers businesses the flexibility to customize the system based on their specific operational needs through custom retail apps and UI extensions. Additionally, merchants using Shopify POS have access to the Shopify app ecosystem– so, just as with their online store, they can reap the benefits of a library of integrations to improve their business. At Domaine, we’ve helped businesses leverage the flexibility of Shopify POS by developing custom retail apps tailored to their unique needs. For instance, [Rothy’s](https://domaineworldwide.com/work/rothys/) faced challenges with inventory management across their retail locations. We developed a custom Shopify app to extend POS functionality, allowing them to track shipments, audit inventory, and make real-time adjustments—all synced seamlessly with Shopify. This level of customization allows Shopify POS to adapt to specific needs of enterprise retailers. ![shopify pos interfact](https://cdn.sanity.io/images/cxeknc6v/production/6eecf0f2604838b2d4ef3e6b1dfc49aca0bf330c-512x217.png?w=1600) We also worked with [Lip Lab](https://domaineworldwide.com/work/lip-lab/) to level-up their in-store experience. Lip Lab offers customers the chance to create their own custom lipstick colors, and we helped integrate this personalized service into Shopify POS, creating a smooth and memorable experience for every customer. ## How Does a Service Partner Help Brands Implement Shopify POS? Implementing POS and optimizing your business operations involves a tailored strategy to your brand’s needs. For many merchants, the primary benefit of Shopify POS lies in syncing data & analytics between retail and online, as well as improving logistics. With both a Shopify ecommerce website and Shopify POS, brands can gather greater insights about inventory levels and customer behavior, enabling them to curate better loyalty programs and promotions. Leveraging an experienced service partner like Domaine gives brands access to a team of Shopify experts who know how to structure product data, set up promotions, manage staff accounts, and navigate the complex Shopify app ecosystem. With the help of these skillsets, businesses are empowered to use Shopify POS to its fullest potential, creating a growth engine. ## Shopify POS: A Unified System for a Better Ecommerce Experience Online and in-person sales are closely connected, which means having a unified system is key for a better overall shopping experience. Shopify POS brings everything together—inventory, customer data, and sales insights—into one platform. This real-time sync helps you manage inventory across multiple locations and deliver more personalized customer experiences by making loyalty programs, purchase history, and preferences easily accessible to staff in-store and online. Additionally, Shopify POS offers the flexibility to customize your setup further. For example, Rothy's enhanced their inventory management with a custom Shopify app, while Lip Lab integrated their unique in-store service of creating custom lipstick colors into Shopify POS to deliver a seamless, personalized experience. These kinds of customizations allow your brand to truly stand out. With Shopify continually updating and evolving their POS system, now is a great time to explore Shopify POS as a viable option for your retail business. ## Get in Touch with Domaine Your brand has a bright future… Let’s build it. We’ve developed over 300 Shopify sites for brands ranging from Laura Mercier to NOBULL, and are committed to crafting innovative, boundary-pushing commerce solutions. [**Request a quote here.**](https://domaineworldwide.com/contact/) ### What’s New in Commerce from Domaine Labs https://domaineworldwide.com/insights/technology/what-s-new-in-commerce-from-domaine-labs/ Domaine Editions is our bi-annual release from Domaine Labs, delivering the latest Shopify innovations, tools, and AI-powered commerce features. Innovation has always been at the heart of Domaine. As we’ve grown, so has our ability to invest in experimentation, dedicating time and resources to exploring the future of commerce on Shopify. That’s the mission of [**Domaine Labs**](https://domaineworldwide.com/domaine-labs/), our internal R&D department. Now, we’re taking that work public with [**Domaine Editions**](https://domaineworldwide.com/resources/domaine-editions/), our bi-annual release program that showcases the latest innovations, theme tooling, apps, and exploration coming out of Labs. Each Edition is designed to help our brands stay ahead of platform updates, adopt best-in-class technology faster, and access the same implementation standards we apply to our own flagship builds. ### What Domaine Editions delivers The pace of innovation in ecommerce continues to accelerate. Platforms evolve, new APIs launch, and consumer expectations shift, often faster than teams can react. Domaine Editions helps brands stay on the leading edge without reinventing their tech stack. Each release empowers brands to: - Stay current with best-in-class frontend capabilities - Unlock new features with minimal development effort - Enhance customer experience through new selling channels, integrations, and AI-powered tools - Push the envelope of what’s possible on Shopify By aligning with Shopify’s product innovation, we make sure our clients can take advantage of the latest platform features as soon as they’re available, backed by the design, engineering, architecture, and QA standards Domaine is known for. ### How it works Following every **Shopify Editions** release, our team evaluates and implements the most valuable new capabilities, then adds our own innovations developed in Domaine Labs. Each Domaine Edition includes: - A comprehensive showcase of new features and improvements - A detailed changelog with all updates - Compatibility guidance for different codebases - Automatic code sync for eligible themes This model transforms the traditional agency relationship. Instead of one-time launches that quickly fall out of sync with modern standards, our clients benefit from an ongoing cycle of updates, refinements, and feature rollouts. ### Introducing the first Domaine Editions: Foundation The first Domaine Edition spotlights [**Foundation**](https://domaineworldwide.com/resources/domaine-editions/editions-01-fall-2025/), Domaine’s most modern, flexible Shopify framework, built on our experience launching over 350 unique and complex brands on the platform. Shopify has evolved far beyond its roots as a startup platform. Today, it powers some of the world’s most ambitious enterprise storefronts. Foundation reflects this shift. It’s not a theme, it’s a modular, opinionated framework built for brands that demand performance, accessibility, and scalability at enterprise scale. Foundation bridges a long-standing gap in ecommerce development: combining Shopify’s speed and accessibility with the power and extensibility enterprise brands require. Pre-built themes are great for emerging brands, but they often hit limitations as teams grow. Headless builds offer flexibility, but can become overly complex and expensive to maintain. Foundation brings the best of both worlds: fast, flexible, and future-ready. ### For existing Domaine clients Brands running on **Domaine’s Foundation framework** can receive seamless updates to core files through each Edition release. That means faster access to new capabilities with less development overhead. If you’re not on Foundation, we’ve built pathways to help you stay current, too. Our team can: - Evaluate your current implementation against the latest features - Implement high-value updates through targeted upgrade sprints - Tailor new functionality to work within your existing codebase This approach ensures every brand we work with, regardless of platform maturity, can benefit from the innovation cycle powered by Domaine Labs. ### Why it matters When you work with Domaine, you’re not just getting a one-time build. You’re joining a cycle of **continuous innovation**, one that’s informed by Shopify’s roadmap, our internal R&D, and our experience delivering at scale for enterprise storefronts. Domaine Editions demonstrates that we’re more than a service partner. We’re a long-term innovation partner, committed to keeping ambitious, beloved brands ahead of the curve. _Learn more about the work happening inside [Domaine Labs](https://domaineworldwide.com/domaine-labs/)._ ### Shopify or Salesforce Commerce Cloud… Which Ecommerce Platform is Right for Your Brand? https://domaineworldwide.com/insights/commerce-insights/shopify-vs-sfcc/ Explore Shopify vs. Salesforce Commerce Cloud for your brand. Discover key differences in ease of use, customization, & support as you evaluate the best platform. Selecting the right ecommerce platform impacts just about everything for a brand. Conversions, revenue, customer experience, speed-to-market, customer support, staffing decisions, supply chain and fulfillment partners… It’s a big deal. Two of the biggest players in the ecommerce platform space? Shopify and Salesforce Commerce Cloud (SFCC). Both are household names. Both have big teams behind them. But they’re also very different. Here’s what brands need to consider when deciding between the two. ## **Shopify 101** Shopify is a purpose-built ecommerce platform that, as of January 2024, [powers over 4.8 million online stores](https://www.yaguara.co/shopify-statistics). In the fourth quarter of 2023 alone, the platform facilitated over [$75 billion worth of gross merchandise volume](https://www.shopify.com/news/shopify-announces-fourth-quarter-and-full-year-2023-financial-results). Globally-recognized enterprise brands like [Arhaus](https://domaineworldwide.com/work/arhaus/) and [Bare Minerals](https://domaineworldwide.com/work/bare-minerals/) use Shopify. So do rapidly scaling brands like Ariana Grande’s [r.e.m. beauty](https://domaineworldwide.com/work/r-e-m-beauty/) and [Benchmade](https://domaineworldwide.com/work/benchmade/). ### **Brands of all sizes, across all verticals have flocked to Shopify in droves.** Core to its approach, Shopify focuses on making the nuts and bolts of ecommerce easy to stand up and manage so brands can invest more time and resources into their brand and the customer experience. For example, instead of getting bogged down by things like tax calculations and protocols, a beauty brand can focus its efforts on creating a virtual lipstick try-on experience or a fashion brand can create an immersive virtual runway. ## **SFCC Basics** In 2016, Salesforce acquired Demandware, a cloud-based ecommerce platform. In that same year, the company rebranded Demandware to Salesforce Commerce Cloud (SFCC). As of Q1 2024, SFCC hosts [a little more than 5,000 online stores](https://storeleads.app/reports/demandware). The platform offers a range of features and customization options that fuel brand story optimization and integration with Salesforce's other products, such as Tableau and Einstein 1. ## **Why Ecommerce Platform Choice Matters for Growing Brands** A brand’s ecommerce platform is so much more than a place to receive orders; it is the primary digital touchpoint with customers. Customers expect a fast, intuitive user experience. They expect to be able to find what they’re looking for quickly. They expect frictionless search and secure checkout experiences. In addition, a brand’s ecommerce platform touches numerous business centers. A high converting checkout drives top line revenue and informs product development decisions. Predictable costs enable forecasting and increase leverage with suppliers. Management and maintenance requirements impact staffing and support expenses. **Choosing the right ecommerce platform might not mean everything to a brand… but it’s up there.** **Ready to dive deeper?** — Download our white paper to learn why we believe brands on Shopify have the potential to grow faster than brands on Salesforce Commerce Cloud (SFCC), while significantly reducing costs. — [Download Now](https://meetdomaine.com/shopify-vs-sfcc-whitepaper/) ## **Comparative Analysis: Shopify vs. SFCC** Let’s break down how Shopify and SFCC compare across high-level categories today’s brands care about: ease of use, customization and scalability, marketing and SEO capabilities, and total cost of ownership (TCO). ### **Ease of Use** The Shopify platform has an intuitive design, easy setup process, and navigable user interface. Not only does this make it easy for brands to get up and running quickly, but it makes ongoing management a breeze. This comes in handy for flash sales, new lines and product launches, and other fast-moving customer engagement moments. While not impossible, the learning curve for SFCC is often steeper, depending on the user’s technical experience. > “In helping brands migrate from SFCC to Shopify, ‘hard to use’ has been one of the most common feedback points. Running a smooth ecommerce operation shouldn’t be overwhelming. And it shouldn’t take them away from focusing on customer engagement, product innovation, and everything else that goes into brand building.” > > – Cris Dow, VP of Growth | Domaine ### **Customization & Scalability** Both Shopify and SFCC offer a wide range of customization capabilities. Shopify offers hundreds of off-the-shelf templates. These are ideal solutions for nascent brands. Shopify also allows custom, from-the-ground-up development. For brands looking to stand out and differentiate, this is the way. Shopify makes it dead simple when it comes to customizing product pages. Everything from copy updates and image swaps, to pricing and shipping details are intuitively editable. Where the two platforms really split in terms of customization, however, is checkout. [Shopify has fully engineered its checkout for throughput, speed, conversion, personalization, familiarity, and extensibility.” The result? Eye-popping conversion rates up to 36% higher than brands built on SFCC](https://www.shopify.com/compare/shopify-vs-salesforce-commercecloud). > “Checkout is where the money is. Getting checkout right is how brands scale, regardless of their current size.” > > – Cris Dow, VP of Growth | Domaine Related: This past August, Shopify’s Checkout Extensibility replaced checkout.liquid as the sole way for Shopify Plus merchants to tailor their checkout experience. [Read our guide](https://domaineworldwide.com/sfcc-to-shopify-migrations/). ### **SEO & Marketing** Both platforms offer foundational search engine optimization (SEO) functionality: page and product titles and descriptions, feature images, blogging capabilities, etc., that can help brands tell their stories and put their best foot forward towards Google and other search engines. > “With Shopify, all the SEO and foundational marketing boxes are checked. But it’s what else the platform can do from a marketing perspective that really sets it apart. Think high-quality imagery, video, and 360-degree product renderings.” > > – Cris Dow, VP of Growth | Domaine Shopify comes with a suite of go-to marketing tools, including email marketing, segmentation, automation, social selling functionality and [Shopify Inbox](https://www.shopify.com/inbox), which “lets brands manage customer conversations, create automated messages, and get insights to focus on chats that convert.” But where Shopify really lets brands supercharge their marketing and customer engagement is through its app store and integrations. (More on Shopify apps in second.) For example, brands can connect custom email and SMS marketing platforms like [Klaviyo](https://apps.shopify.com/klaviyo-email-marketing) to power “highly targeted, personalized emails and texts that strengthen digital customer relationships and drive sales.” Beyond search, SFCC offers a suite of marketing tools that are designed to feed other Salesforce products, like their CRM. (Think lead capture, nurturing and campaign management.) ### **Apps** [Shopify has a massive app store](https://apps.shopify.com/) that brands can leverage to build out unique functionalities, craft custom user experiences, fuel customer engagement, and so much more. Over 8,000 apps (and growing!) are tested and vetted by Shopify developers to ensure seamless integration and Shopify-level security. Salesforce has its AppExchange and touts 7,000 apps, but not all of those apps are for SFCC. In fact, a quick filter by “ecommerce” yields just 293 apps. The rest are for Salesforce’s other products. ### **Partners** Shopify has created an entire industry of Shopify development agencies and a [Shopify Plus Partners Program](https://www.shopify.com/plus/partners) that “combines world-class industry and platform expertise for high-growth businesses.” This unlocks huge opportunities for brands looking to create truly unique ecommerce experiences for their customers. Shopify also has a roster of Salesforce migration partners that can help brands make the move. ([Recognize that first logo on this page?](https://www.shopify.com/compare/shopify-vs-salesforce-commercecloud#content-5)) **The Shopify ecosystem – apps _and_ partners – alleviates brands from having to be ecommerce experts. Instead of figuring out the core components of ecommerce, they can focus on what makes them not just better, but different: their brand.** ### **Pricing** Shopify’s pricing structure is designed to scale with brands. This subsequently offers a lower [total cost of ownership (TCO)](https://www.shopify.com/compare/tco) over time compared to competitors, including SFCC. [Download our Shopify vs. SFCC white paper](https://domaineworldwide.com/sfcc-to-shopify-migrations/) for a comparison of the TCO between the two platforms for a sample enterprise brand. **Ready to dive deeper?** — Download our white paper to learn why we believe brands on Shopify have the potential to grow faster than brands on Salesforce Commerce Cloud (SFCC), while significantly reducing costs. — [Download Now](https://domaineworldwide.com/shopify-vs-sfcc-whitepaper/) ## **Shopify Success Stories** Here at Domaine, we’ve helped hundreds of brands create extraordinary Shopify websites that deliver unique customer experiences while simultaneously accelerating revenues and growth. [Laura Mercier](https://domaineworldwide.com/work/laura-mercier/). Buxom. [Bare Minerals](https://domaineworldwide.com/work/bare-minerals/). [Milk Makeup](https://domaineworldwide.com/work/milk-makeup/). [Lip Lab](https://domaineworldwide.com/work/lip-lab/). And we’ve helped dozens escape SFCC including [Timex](https://domaineworldwide.com/work/timex/), [Keen](https://domaineworldwide.com/work/keen/), Melissa & Doug, [Guess Watches](https://domaineworldwide.com/work/guess-watches/), Sage, KVD Beauty, Laura Canada, Melanie Lyne, and more. #### **Obviously we’re biased…** But we believe that Shopify as an ecommerce platform is head and shoulders above SFCC (or any other ecommerce platform for that matter). Getting up and running is easier. [Total cost of ownership is less](https://www.shopify.com/compare/tco). There’s an entire universe of integrated apps and developer partners to support any brand’s wildest ideas. ### **Shopify just _works_.** Ready to take your ecommerce experience to the next level with Shopify? Regardless of your vertical and company size, [we’re ready to help](https://domaineworldwide.com/contact/). _(Contact form: Ready to make the move to Shopify?)_ ### The New Role of Brand in the Age of AI https://domaineworldwide.com/insights/ai-insights/the-new-role-of-brand-in-the-age-of-ai/ As AI becomes the interface between brands and customers, the role of brand is expanding. Explore how product catalogs, content, CRM, and commerce systems are shaping the future of brand representation. The launch of Shopify’s [Spring Editions 2026](https://www.shopify.com/editions/spring2026) continued their focus on the agentic infrastructure, with a GA release of their [Universal Commerce Protocol](https://www.shopify.com/uk/ucp) (UCP) co-developed with Google and a GA for Shopify’s Global Catalog MCP, among others. What we’ve learned from working with the Early Access releases, on behalf of our clients, **is that the catalog alone is not enough to show up properly in LLMs**. Brands who are highly protective of their identity (which is basically any brand worth their stuff) demand to show up with much more specificity about who their products are for, which features are important, key ingredients, sustainability claims, etc. All of which is content that doesn’t live in the Product Catalog. That means that the most important next step for brands is not looking outward to AI adoption, but looking inward at how they're managing their brand with a richer and broader approach. This requires brands to be much more intentional about content, which some brands may have treated as perfunctory, nice-to-have filler. Brands are also forced to relook at how customers are talking about them, from Customer Reviews, to Reddit and other sources of customer feedback. LLMs are making decisions about which products to show, which brands to recommend, which attributes matter, and which alternatives deserve consideration. Unlike Google Search, brands cannot pay their way into showing up in these conversations. The inputs that shape visibility are increasingly the same inputs that shape understanding. ## Design Systems for intelligence For years, brands have invested heavily in controlling how they show up. One core deliverable in the ecommerce industry has been the Design System, which governs typography, layout, color, photography, and sometimes tone-and-voice guidelines. We apply design systems to create marketing assets, website pages, mobile apps, emails, etc. While all of that work still matters, in an AI-mediated world, it is no longer sufficient to only define what the customer sees directly. The new role of brand, in it’s effort to control representation, is to power the intelligence, memory, discovery, experience, and infrastructure that shape how customers make decisions, both on and off the site. To do this successfully, brands need to build brand assets that intelligence systems understand. That means shifting from human-facing documentation (like Figma) into intelligence-readable documentation as the core source of truth. At Domaine, we’ve shifted to expanding and enriching our deliverables by also creating Design markdown files with content that hasn’t lived in Design Systems previously. This means that the design process internally and with our clients has a deeper recognition of how markdown files operate in the larger context of brand discoverability. ## The product catalog as a new “brand bible” Winning brands will be the ones with the the strongest underlying intelligence layer: structured product data, authoritative content, clean architecture, connected customer memory, and commerce systems that give the brand control over how information is stored, interpreted, and activated. For many organizations, the product catalog is still viewed as an operational asset. It is something to manage, enrich, sync, and maintain. **But in the agentic era, the catalog becomes much more strategic, it becomes the source material that AI systems use to understand the brand.** Today, a product description is no longer that rarely-read copy on a Product Detail Page, and a product attribute is no longer just a merchandising field. These are now rich content assets that have an impact to how a brand shows up in LLMs. Reviews, materials, sizing, use cases, ingredients, compatibility, sustainability claims, care instructions, FAQs, and editorial content all become part of the intelligence layer that determines whether a brand can be accurately represented by AI. In other terms, the enriched product catalog becomes a core brand asset. **The product catalog now tells external systems what the brand is, what it offers, who it is for, and why it should be recommended.** If that catalog is thin, fragmented, inconsistent, or incomplete, the brand will be underrepresented. If it is rich, structured, and strategically built, the brand gives every AI system more context to reason from. ## What the new role of brand looks like As agents become more capable, the question for brands then shifts from “How do we ensure we show up in LLMs?” to “How do we make sure ALL the systems making decisions on behalf of customers have the right understanding of who we are as a brand?” At Domaine, this is how we are increasingly thinking about the next phase of commerce strategy. The work is about helping brands build the foundations that allow intelligence to operate in their interest. That means: - Treating catalog architecture as a strategic brand asset - Connecting CRM, content, commerce, and customer data so they reinforce one another rather than operating as separate systems - Designing customer experiences where intelligence feels natural, useful, and aligned to the brand (and in almost every case the AI should feel invisible). - Helping brands understand where AI-powered discovery is creating new opportunities for acquisition, and where poor data quality or fragmented content may be limiting visibility. For brands, AI shouldn't be treated as a feature layer. The commerce stack itself is becoming more intelligent, which makes the quality of the underlying foundation has become more important than ever. ## A framework for brand in the age of AI To put it another way, the primacy of brand is built across five interconnected areas: 1. **Intelligence:** the deep brand knowledge systems that defines who the brand is, how it speaks, what it knows, where it’s differentiated. 2. **Memory:** the customer context a brand learns and grows over time. 3. **Discovery:** how the brand is found, evaluated, and recommended across AI-powered experiences. 4. **Experience:** how intelligence is expressed in ways that feel useful, intentional, and original. 5. **Control:** the infrastructure, data, and direct relationships that keep the brand from becoming dependent on intermediaries to represent it. None of these areas are new or live in isolation, but in the age of AI they have a new degree of interdependency. Together, they determine how well a brand can participate in an AI-driven commerce environment without losing control of its own narrative, customer relationships, or commercial future. # Having spent my first 20 years in ecommerce on the brand-side, I’m naturally predisposed to place Brand in a new powerful and central role in AI commerce. While we know that AI will continue to change how customers discover, evaluate, and buy from brands, it’s important to go one level deeper in defining what a brand is. It goes deeper than logo, photography, color and typefaces - so our deliverables have changed accordingly. Ultimately, the goal is to ensure that the intelligence layer representing your brand, both in discovery and throughout the customer experience, is one that has been intentionally designed and built. If you're evaluating how AI will impact your customer experience, content strategy, product catalog, or commerce ecosystem, [reach out to our team.](https://domaineworldwide.com/contact/) ### Driving Engagement Through Design https://domaineworldwide.com/insights/ux-best-practices/driving-engagement-ecommerce-design/ Learn why user engagement is important, how UX/UI design in Shopify is built for influencing engagement, and the most common mistakes to avoid. Your ecommerce website is _so much more_ than a transactional channel. It’s where you differentiate your brand, create emotional connection with customers and spark deeper engagement. Shopify, the commerce platform powering millions of storefronts, is the leader here – offering everything you need to grow your business _and_ drive customer engagement. From user-generated content to interactive lookbooks, 3D visualization tools, AI-powered chatbots, and personalized shopping, Shopify lets ambitious brands create captivating digital experiences. But you can’t add every possible element or feature to your ecommerce site. Nor should you. Intentional UX/UI design prioritizes the highest impact features, while staying true to brand, creating seamless user journeys, and throwing in a little delight when it matters most. Let’s dig into why engagement is so valuable (beyond the obvious), how UX/UI design in Shopify is built for influencing engagement, and the most common mistakes to avoid. 👇 ## Why Engagement Matters Beyond Conversion Rates in Ecommerce Website Design Measuring website success strictly based on conversions is shortsighted. Whether it’s creating excitement with contests or FOMO with user-generated content (UGC), improving customer engagement is an infinite loop for future interactions, advocacy, and (ideally) more revenue. Brands investing in – and committing to – customer engagement strategies often see returns. Twilio’s 2024 [State of Customer Engagement](https://www.twilio.com/en-us/state-of-customer-engagement/report) Report found that brands that invested in customer engagement strategy saw an average revenue increase of 123% and higher customer retention rates. Engagement and revenue go hand-in-hand. If you’re a luxury skincare brand, engagement might look like a customer spending 10 minutes watching user-generated tutorial videos. The brand connection is deeper than the transaction; it’s building trust, interest, and a reason to return to the website in the future. This drives average customer lifetime value higher. ## How Can You Design Your Shopify Store for Collecting Emails, Driving Engagement, & Building Long-Term Relationships With Your Customers? Intentional design helps customers satisfy near-term needs, while teeing up future interactions, like joining loyalty programs. Here are a few (of many) ways to deepen customer engagement and build long-term loyalty. ### 1. Clear and Compelling Incentives Engagement is a value exchange, where customers weigh the benefits of an action (like entering a contest) against the effort required (providing contact information). Incentives must be enticing and clear. Rewards can be financial (like a coupon or discount) or informational (like receiving your expert insider newsletter), but the value must be obvious _before_ asking for personal information. Experiment with different types of incentives and offers to learn what motivates your customers to engage with your brand. (And as a reminder: you probably want to run contest plans through your legal department.) ### 2. High Quality Media High-quality media and content give shoppers an immersive look at your products, helping them not just learn, but connect to your brand emotionally too. This is particularly true in the fashion and beauty spaces, where customers rely on mixed media to visualize themselves wearing an item or using a product in real-life scenarios. For [Laura Mercier](https://domaineworldwide.com/work/laura-mercier/), we built a virtual try-on experience that gives shoppers a chance to test products before purchasing. We also baked in live chat to answer common questions and built a custom portal to elevate website personalization. Brands should consider employing diverse media types, like auto-looping videos, user-generated tutorials, lifestyle imagery, 360-degree product views, and variant-specific photography, to grab and keep attention. Upsell complementary items as well on product description pages (PDPs) to increase average order value in a non-intrusive way. Example: scarves on a gloves PDP. ### 3. Community Engagement Within your Shopify presence, think about creating intentional spaces for community engagement. Make it easy for customers to share reviews, post photos, or rate products. This turns customers into advocates and encourages new visitors to try your products. In practice, users shopping for shoes or clothing will typically lean on reviews to figure out true sizing, width, comfort, and materials. UGC in that context can help drive conversion. In fact, some users trust UGC more than polished product galleries, since the images show a realistic view of the product on everyday people. We doubled down on user reviews for [r.e.m. beauty](https://domaineworldwide.com/work/rem-beauty/), allowing customers to view aggregated star ratings or filter to “has media” reviews to see how the popular makeup looks on everyday users. Polished product photography and branded video helped create a cohesive experience. ### 4. Email Sign-Up Forms Use email sign-ups and other webforms to generate leads and grow your audience. Place forms strategically (like in the homepage footer or blog sidebar) to collect emails without disrupting the shopping experience. Give customers a few seconds to browse a page, before triggering an email popup, and make sure the popup or modal is easy to close, particularly in the mobile experience. We design forms to be simple and non-intrusive, with a clear incentive. We also implement progressive disclosure; collecting information about a customer slowly, over time (i.e., require enrollment with an email address first, and then a mobile phone number further down the road). ### 5. Gamification and Contests Interactive digital experiences, like quizzes, giveaways, and interactive challenges, create fun and memorable brand moments that can also be informative and conversion-oriented. Any gamification needs to align with your customer interests, brand tone, and channel preferences to create rewarding and valuable experiences. Customers must _want _to participate or be incentivized. Similarly, weave in user-generated content (like encouraging customers to upload apparel photos for the chance to win a free item) to gain valuable media to repurpose later. ### 6. Rewards and Loyalty Programs Rewards and loyalty programs incentivize shoppers to become devoted, repeat customers. Thoughtful design around engagement can drive them. Loyalty programs combine data-driven personalization, interactive features, and gamification to reward customers for their repeat business, frequently offering a future discount or incentive. For example, we launched an omnichannel customer loyalty program using Yotpo for [Frank And Oak](https://domaineworldwide.com/work/frank-and-oak/), allowing customers to accumulate points that unlock exclusive offers such as pre-sale events, promotions, and gifts with purchase. After migrating the brand’s ecommerce store to Shopify and implementing this program, Frank And Oak increased their average order value by 10% and conversions by 58%. ## What UX/UI Errors Can Kill Engagement? Just as intentional design choices can boost engagement, plenty of others can do the opposite. ### 1. Overcomplicated Interfaces Cluttered user interfaces (UI) overwhelm customers. Streamline your Shopify UI to facilitate intuitive navigation, product discovery, and action. It’s important to understand where buyers are in their journey to serve relevant engagement opportunities. There is a time and place for everything. For example, a newsletter popup with an incentive is appropriate on the blog, where users are seeking out interesting content. But on product detail pages, we’d prioritize an upsell or product-focused engagement, to motivate users to add the item to their cart. Focus each page on your customers’ needs and remove unnecessary distractions. ### 2. Weak Engagement CTAs (calls-to-action) Clear engagement CTAs guide customers to take action, like leaving reviews or sharing on social media. CTAs must be clear, clickable, and descriptive. Pair them with compelling copy that explains the value to the customer: _Why should they click; what’s in it for them?_ Use a singular, strong CTA to optimize the customer journey. Then, experiment with different CTA copy, colors, sizes, and placement to see what works best to boost engagement. ### 3. Intrusive Popups Poorly timed pop-ups or banners disrupt the user experience. Wait 10 to 30 seconds before displaying a popup, so users have a moment to understand your content before the interruption. Or, try scroll-based pop-ups that trigger when users reach a specific part of the page for more natural timing. ### 4. Overlapping Elements Overlapping elements break the user experience. Customers can’t easily click, view, or interact, when content items reposition themselves on top of each other. For example, if an email capture and chat widget overlap in mobile, users will have difficulty opening or closing or the other. Everyone knows this frustrating feeling. When we design for engagement within Shopify, we take complete control over when elements appear, where they appear, and how they behave across screen sizes. This creates a smooth and expected user experience. ### 5. Poor Mobile Optimization Over 75% of U.S. [online shopping traffic](https://capitaloneshopping.com/research/mobile-ecommerce-statistics/) happens on mobile devices. Optimizing your ecommerce experience for mobile devices is non-negotiable. Users scrolling through your site on their phones creates an opportunity to encourage non-transactional engagement. (Think watching videos, reading how-to guides, or entering contests.) These moments strengthen the brand-customer relationship. We take a mobile-first approach to every design project. With limited real estate to work with, we ensure every webpage tells a strong and logical brand story and user flows are focused and streamlined. We test that site elements and content fit naturally on every device and that popups, forms, and calls-to-action work effectively. Responsive, mobile-first design prioritizes every pixel, forgoing “nice to have” interactions for the most important, relevant, and compelling digital experiences. ## Customer Engagement is Core to a Thriving Ecommerce Brand Designing for engagement while also designing and building for conversions within Shopify is part art, part science. It is not simple. And it is never set-it-and-forget-it. It is a constant work in progress. We’ve launched over 300 Shopify sites for some of the world’s most recognizable brands. We pull inspiration from that experience while diving deep into each project, interviewing and testing with customers, interpreting qualitative and quantitative data, and building an approach to engagement that is rooted in strategy. With a thoughtful approach to how you design for it, you can build a movement that translates into scaling revenue. And there’s no better platform to do that on than Shopify. **Ready to drive deeper brand engagement through your ecommerce presence?** [Let’s chat](https://domaineworldwide.com/studio/contact/). ### Simplify Shopping This Holiday Season: Domaine’s Multi-Ship Implementation for Shopify Stores https://domaineworldwide.com/insights/technology/domaine-multi-ship-implementation/ This custom solution allows customers to send products to multiple addresses from a single order & with a single checkout. Learn more in our latest blog. With the holidays fast approaching, brands on Shopify are working to optimize their websites for the gifting season. Ensuring that site-wide messaging, product pages, and bundling are ready to go for holiday shoppers is paramount to capitalizing on ecommerce’s busiest time of year. One of the most common needs for online gift buyers is the ability to buy multiple gifts for different recipients. Especially during the holiday season, bulk orders for corporate gifting or large groups is an essential. As users go to checkout, a seamless experience should allow them to send gifts to multiple addresses without having to start a new cart, relieving any friction in increasing their order value. To address this, Domaine is offering multi-ship implementation to our client base as they prepare their storefronts for the holidays. As a Shopify Partner, we have designed, developed, and integrated applications for merchants of all shapes and sizes. We are the first agency to successfully implement multi-ship for Shopify, which was previously considered a platform limitation. We have now customized and integrated this solution across a variety of brands. Let’s dive into how it works. ## Multi-Ship: Domaine’s Solution This solution gives your customers the ability to send products to multiple addresses from a single order and with a single checkout. Customers can set an address for each individual item in their cart, group items going to a single address, quickly select from saved addresses, select a unique shipping rate per destination, and add a personalized gift message. ## Why should you implement multi-ship? ### 1) Gifting Gifting has become a year-round activity and customers are looking for new ways to be thoughtful and intentional with their gifts. Multi-ship simplifies the shopping experience around events such as Mother’s Day, where customers may be catering to the various mother figures in their lives. ### 2) Conversion This solution decreases the times a customer has to return to the cart and run through the checkout process. With a singular checkout needed to purchase and mail to multiple recipients, customers have a higher chance of converting. ### 3) Average Order Value With multi-ship available, customers are incentivized to purchase all of their gifts in one place. They are more likely to increase the number of items in a single order and browse the breadth of products available. ### 4) Customer Lifetime Value The intuitive checkout experience combined with the ability to store multiple addresses for future use will drive repeat purchases and foster brand loyalty. It creates flexibility and ease-of-use. ## Our Approach Before building out a custom multi-ship solution, there are important strategic considerations we take into account with a client. ### Order Fulfillment From the customer perspective, there should only be one order number for their purchase. However, from the warehouse fulfillment perspective, each order going to a specific address needs to be treated individually and requires its own order number for tracking. It is crucial to correctly feed this information from Shopify to the ERP system. ### Taxes Sales tax varies by state and by municipality and the items going to each address need to have the correct sales tax applied. These are difficult to set up manually and must be updated alongside changing regulations. It is important to set up an integration within Shopify to automatically calculate the correct tax amount for each order going to a different address ### Returns Returns must also be treated separately for each address. This ensures that returning the items going to one address doesn’t refund the entire multi-ship order. It also supports a proper return process where the correct amount of tax is withheld in the system for each address and the correct amount is refunded. ## UX Design ![teaforte checkout screen with order total](https://cdn.sanity.io/images/cxeknc6v/production/411db724ecb576157cfbd479d59375a54549e6e2-2700x1656.png?w=1600) Our typical user flow for multi-ship allows customers to select whether they want to ship to one or multiple addresses via a button from the shopping cart page. ![teaforte cart with multiple shipping addresses](https://cdn.sanity.io/images/cxeknc6v/production/5b18858ef748a01db829d4deb380b2774895301c-2700x1792.png?w=1600) From there, users are directed to a page where each line item has a drop-down menu to select or create a new shipping address. If the product quantity for an item is more than one, users can add multiple shipping addresses. ![teaforte final cart and checkout view](https://cdn.sanity.io/images/cxeknc6v/production/1e8ecec0b1e48fd8b7a296031ef00038f6ac573e-2700x1792.png?w=1600) On the following page, users can then select a shipment option and add a gift message for each order going to a different address. The user is then taken to the Shopify checkout page. UI customizations are made to the checkout page to group line items by shipment, skip the shipping method, and amend the displayed address to be the billing address. ## Limitations ### Discount Codes & Gift Cards Our multi-ship solution can support a variety of discount code types. Because Shopify’s discount code validation functionality cannot be used to its full extent for the multi-ship flow, we have built custom functionality to ensure that a discount code is only used once per customer. **Supported Discounts** - Percentage-based discounts - Product or collection-specific (ex. 10% off X collection only) - Order discount (ex. 10% entire whole order) - Dollar-based discounts (only product or collection-specific - Quantity-based discounts (ex. buy X, get Y) - Free shipping **Non-Supported Discounts** - If a user is not logged in, discount codes cannot be used - Dollar-based discounts on the whole order (ex. $10 off) The experience does not allow the use of gift card codes for multi-ship orders due to limitations around Shopify Draft Orders. This means that users cannot pay with gift cards and cannot send a gift card through a multi-ship order. ### Revenue Reporting With our approach, revenue for multi-ship orders get duplicated within Shopify Reports since there are two orders representing the same purchase (the ‘parent’ and ‘child’ orders). We solve for this via a filtered view within Shopify Reports to remove the duplication. ### Subscriptions Currently, multi-ship orders are not eligible for subscriptions. The solution is intended for one account owner to ship to multiple addresses and only they can manage the details of the orders. If we introduced subscriptions, the receiver would not be able to control the subscription. ### Corporate Gifting & Unique Address Limit This solution is for personal use and corporate gifting. It does not offer the ability to place an order by submitting a spreadsheet with names and addresses. Currently, we set a limit of 100 unique addresses per multi-ship order. Interested in implementing multi-ship on your Shopify storefront in time for the holidays? Feel free to [reach out to our team here](https://domaineworldwide.com/contact/). _(Contact form: Your brand has a bright future… Let’s build it. )_ ### Boost your E-commerce with these 21 E-mail Marketing tips https://domaineworldwide.com/insights/commerce-insights/boost-your-e-commerce-with-these-21-e-mail-marketing-tips/ Email marketing is a powerful tool for businesses to connect with their audience, build customer relationships, and drive sales. However, mastering the art of effective email campaigns requires some insider knowledge and clever strategies. In this blog, we will delve into email marketing tips that can significantly boost your campaign's success. These tips have been curated and perfected by Midge, our head of Klaviyo, and his team over a span of three years being Klaviyo Partner. Now, we are excited to share them with you for free. Get ready to revolutionize your email marketing game with these nifty little tricks! ### Welcome Series tips **Domaine’s Email tip #1** If you are emailing a subscriber or customer, never have more than one message or CTA per email. Multiple topics will only confuse customers and force them to spend much longer on your email than they originally intended. Attention spans online are short, especially if people don’t know you yet. So if you’re sending them a discount code, only talk about that. Don’t add any brand indoctrination, for instance: that’s a different topic, so you use a different email for that. The exception to the rule are one-off email campaigns to already onboarded subscribers: here you have room to add multiple CTA’s. **Domaine’s Email tip #2** When you start building emails and flows, start with the content blocks you will use in every email: header, footer, opening greeting, and disclaimer. Ideally, your ESP (Email Service Provider) will offer the option of having all flows automatically copy any adjustment you make to these basic blocks in a single email. This is particularly relevant when you temporarily want to add a BFCM banner to all your flows, for instance. Klaviyo has this option -which is only one of the many reasons why we’re very happy with it. **Domaine’s Email tip #3** Kicking off your emails with a personalized greeting is always a nice touch, so have your ESP automate this when you can. Depending on your brand, you can go for an informal ‘Hi there, Jack!’ or a more formal ‘Dear Mr. Cavendish-Scott-Bentinck’. Sometimes subscribers don’t give you their surname. In that case, it’s a good idea to have a generic fall-back option like ‘Hey garden- lover!’ that fits your brand. Also: make sure your ESP automatically capitalizes names, because some subscribers won’t. ### **Domaine’s Email tip #4** Give every new subscriber a unique discount code! If you don’t, your discount codes will end up on sites like coupons.com, and you obviously don’t want that... Check if your email automation software has this feature of sending out unique codes. Klaviyo has! **Domaine’s Email tip #5** Add a personalized product feed to your emails wherever it is relevant, and especially in emails optimized for sales - as opposed to giving information. Personalization is important, because it yields much better results. So don’t show the subscriber random products - have your ESP add the products that your subscriber has already shown an interest in. If there is no data available, showing your bestsellers is a last resort. **Domaine’s Email tip #6** Timing is something you should always do some split tests on: the intervals between the emails in a flow, the best time of day to inform, and the best time of day if a specific action is required from a subscriber. For new clients, at Domaine Europe we usually start sending emails at the day and time of the week when a client’s online store has the most traffic. This seems to be a time when your brand is on people’s minds. From there we start testing to see if we can optimize it further. In our experience 08:30 AM (when people are commuting) and 11:30 AM (just before lunch) are good moments on weekdays, especially for emails where we ask subscribers for information. **Domaine’s Email tip #7** When you ask customers for their data, make sure you ask for things that are relevant. We cannot stress this enough: never ask customers for information you aren't going to use. For one thing, because too many fields are a turn-off. But even more importantly: you need to be very clear that you will use your customers’ information to better personalize your service, and nothing else. **Domaine’s Email tip #8** Every once in a while you might send out a data gathering campaign, where you ask people to fill out any missing data in their profile. Consider offering subscribers an incentive (through your loyalty program for instance) in return for their help - that way you not only boost your data, but potentially also your revenue. **Domaine’s Email tip #9** Asking your subscribers what product categories and collections they are interested in can make a huge difference in personalizing the products you show them in your emails. Simply knowing whether they look for men’s or women’s attire, for example, has a gigantic impact on conversion. Some clients saw a 10% increase in the placed-order-rate of an email when they did this! ### **Domaine’s Email tip #10** At Domaine Europe we did a lot of split testing on the 'Your discount code is about to expire' email. When to send it, what header image to use, what button colour: you name it, we A/B-tested the hell out of it. A word of advice on testing: make sure to test only one feature at a time! Sounds like a no-brainer, but it’s crucial if you want to know the exact reason for one email performing better than another. Also, don’t jump to conclusions based on a too small sample: for every test round, send out the email at least a thousand times before you decide on the next step. ### Abandoned checkout recovery tips **Domaine’s Email tip #11** Adjust the time before you send an abandoned checkout reminder to your product price. People buying a bike probably need time to think through their (rather big) purchase, so make sure your email arrives not too fast after they left your site (2-4 hours later). When they abandoned two packs of coffee you don’t need to wait that long. **Domaine’s Email tip #12** If you want to get customers back to their abandoned checkout offer them a discount/free shipping. Free shipping is a fixed sum and is quite neutral, but if you offer a discount on products you have to decide what suits your brand and product best: a percentage or a fixed sum? Intuitively, a fixed amount is a better fit for luxury products, and a percentage for the not-so-exclusive products. **Domaine’s Email tip #13** For some brands the classic abandoned checkout emails don’t work. This is often the case with brands selling products that need to be experienced first- hand, like mattresses and bikes. Hence, getting people to visit these brands’ brick-and-mortar stores is key. In those cases, make the second email in the abandoned checkout flow all about inviting customers to book an appointment: to test-drive a bike or to test-sleep a mattress in one of their stores. ### Abandoned cart recovery tip **Domaine’s Email tip #14** Having all these different email flows sometimes causes them to overlap in a way that can be confusing to the customer. As a general rule, a customer should be in only one email flow at a time, unless there is a very good reason to break this rule. That’s where excluding certain segments of your audience comes in handy. You have to do this manually most of the time, since you want to have full control here and automated email software cannot always take care of it for you the way you want it to. For the abandoned cart flow, for instance, make sure you exclude people who were in this flow in the last seven days, so you don’t spam them with abandoned-cart-reminders. Also exclude people who are already in the abandoned- checkout-flow, since that might confuse them. ### Back in stock reminder tip **Domaine’s Email tip #15** In terms of timing, you might have to set limits to how many people receive a back-in-stock notification. If the waiting list is really quite long, it is a good idea to send your back-in-stock reminders in smaller batches, on a first-come- first-served basis, to prevent disappointment. For example: send the first batch when there are more than x items in stock, then send 5 emails per unit per item per hour. If you’re lucky, your email software can automate this for you. Klaviyo can! **Domaine’s Email tip #16** Another note on timing: Try to schedule your emails to be delivered at a time when yours is the only email arriving in people’s inboxes. Many brands used to send their emails on the hour, but switched to a quarter past or a quarter to for this reason. Hence, these days an even more random time is needed. Especially if you send emails at a time when the subscriber is behind a screen getting notifications, this makes your message stand apart from the competition. Really useful for Black Friday! ### Reviews and User Generated Content tips **Domaine’s Email tip #17** Review tools like [Reviews.io](https://www.reviews.io/) and [Judge.Me](https://judge.me/) enable you to use customer reviews in your email flows. Besides those review tools we highly recommend, Klaviyo now has his own [Klaviyo Reviews](https://www.klaviyo.com/product-reviews) tool as well. This is very valuable content for marketing emails: in an abandoned checkout reminder for instance, you can add the average rating of the product that was left in the checkout to offer the hesitant customer a bit of social proof. We get it, lots of choices on this part but we are ready to help you choose the best reviews setup for your brand. **Domaine’s Email tip #18** If your review tool allows it (Reviews.io and Judge.Me do), you can have customers add photos and videos to their review - incredibly effective in converting potential customers! To encourage customers to add visuals to their review, you might consider rewarding them with a few extra loyalty points. Many review tools and apps also support User Generated Content from Instagram. This enables you to drop images tagged with #yourbrandname into your marketing emails: very effective social proof! ### Subscriptions tip **Domaine’s Email tip #19** If you fill an email message with lots of order information, you can put in a request with Klaviyo to see it as a transactional email. We did that for the Kabrita subscription updates, because it has the advantage that you can also send it to customers who didn’t subscribe to your email marketing, or unsubscribed from it in the past. Klaviyo is careful with allowing this because they are determined to keep your account healthy and not have your emails seen as spam, but if you make a good case they will help you out. ### List clean up tip **Domaine’s Email tip #20** At Domaine Europe we often have a little clean up, where we remove inactive customers from our clients’ email lists. We send them a so-called sunset series, asking if they still want to receive emails from a brand, and if we don’t get a positive reaction we remove the address from the list. Our clients often have to get used to this a bit, because in many cases they have patiently gathered these email addresses over years of time, and it feels as if they’re throwing away a valuable asset. But trust us, it’s rewarded in various ways: your lists are shorter, which lowers costs; open- and clickthrough rates will increase because all the inactive recipients are cut out, which convinces Google to not mark your emails as spam as quickly; and your revenue from email marketing will increase. ### Ads tip **Domaine’s Email tip #21** Klaviyo not only works wonderfully well with Facebook but also with other platforms, such as Google Ads. Here too, you can push through specific segments from your email list to Google. This is super-powerful: it helps you target a pre-defined audience and allows you to set up a flow that complements where they are in their Customer Journey. You can exclude recent buyers, for instance: they are clearly already interested in your brand, so save your expensive ad for new visitors, or for the people who started a checkout but didn’t finish it. Highly recommended! ### The perks of Automated Email Marketing In the current scenario, it is more crucial than ever to retain existing customers. Email marketing stands out as the most effective approach to achieve this goal. At Domaine Europe, we witness the [remarkable impact of email campaigns on our clients' online stores on a daily basis](https://www.code.digital/blog/marketing-automation-with-klaviyo-and-code-boost-your-conversion-with-more-than-20). Implementing email marketing not only helps maintain customer loyalty but also serves as a valuable tool to maximize the effectiveness of the necessary online ads for attracting new customers. By strategically following up online advertisements with a well-crafted series of emails, guiding new visitors towards their first purchase, you can ensure optimal results from your costly ad campaigns. We would love to team up with you to achieve 25-50% revenue from Email Marketing for your brand. Take a look at our **Klaviyo servicepage** for more information or **fill out our contact form and we'll get back to you within 24 hours**. ### The Data Migration Checklist for Replatforming https://domaineworldwide.com/insights/technology/data-migration-checklist-shopify/ A step-by-step guide to ecommerce data migration for Shopify Plus. Learn how to audit, map, validate, and reconcile data to ensure accuracy, speed, and zero downtime when replatforming. In this article, we break down the five stages of a successful ecommerce data migration: what to check, why it matters, and how to avoid the pitfalls that can derail even the best-planned replatforms. ## Audit and Cleanse Before You Move Anything Every migration starts with an audit. The objective is simple: understand what you’re moving, how it’s structured, and what no longer belongs in the dataset. Over years, platforms accumulate inconsistencies, duplicate customer records, inactive SKUs, corrupted order data, orphaned assets. These are small issues individually, but together they create friction during migration. Cleaning the data at source dramatically reduces transformation time and post-launch fixes. A good audit looks beyond just “what exists.” It evaluates dependencies between entities. For example, how product IDs link to images, variant options, or inventory locations. Brands that invest time in this phase often find their go-live QA time halved because they’ve eliminated avoidable mismatches early. ## Map Data Models to Shopify’s Schema Every platform structures data differently. Salesforce Commerce Cloud, Adobe Commerce, BigCommerce, and commercetools all use proprietary data models that rarely align one-to-one with Shopify’s schema. That means mapping — translating every data object from the old system to the equivalent format within Shopify. For example: - **Products:** Product hierarchies, variant SKUs, and attributes need restructuring into Shopify’s product and variant model. - **Customers:** Account IDs, order histories, and metafields must be reformatted for Shopify’s customer object. - **Orders:** Statuses, payment references, and fulfilment data often require transformation to align with Shopify’s APIs. Well-defined data mapping documents prevent surprises during import. Teams should define not just _what_ moves, but also _how_ it transforms including handling null values, date formats, and nested relationships. This is where a technical partner’s experience becomes invaluable. Small schema mismatches can lead to large operational problems once live, particularly when order and customer histories are critical for reporting or loyalty integrations. ## Validate and Test in a Controlled Environment Once mapping rules are established, testing begins. Rather than migrating everything in one go, smart teams validate data integrity in a sandbox or staging environment first. The process usually involves: - Running a subset migration (e.g. 1–5% of data). - Verifying relational consistency: product-to-image links, order-to-customer relationships, and tag inheritance. - Checking for field truncation or mismatched types after transformation. Automated QA scripts help, but manual validation by merchandisers and data owners remains essential. They’re the ones who know whether product variants render correctly or customer order histories display as expected. Brands that rush this step often face downstream costs, from customer service issues to fulfilment errors, that far outweigh the time saved by skipping thorough testing. ## Execute in Phases, Not All at Once A phased migration minimises risk. Rather than a single “big bang” data import, most enterprise migrations follow a sequence: 1. **Static data** (products, collections, content). 2. **Transactional data** (customers, orders). 3. **Delta sync** (the changes made between export and go-live). This approach ensures that live data, especially new orders or sign-ups captured during the cutover period, isn’t lost. API-driven sync tools or middleware solutions can handle delta updates automatically, keeping systems aligned until cutover is complete. Running parallel systems briefly can seem inefficient, but it’s safer. It allows teams to confirm that the new Shopify store is transacting correctly before legacy systems are decommissioned. ## Post-Migration QA and Reconciliation Once the new store is live, validation doesn’t stop. Post-migration QA focuses on reconciliation confirming that what landed in Shopify matches what left the old platform. That includes: - Record counts across products, customers, and orders. - Verifying key fields like inventory, pricing, and tax rules. - Comparing analytics and reporting outputs between systems. Monitoring tools can automate some of this, flagging anomalies in near real-time. But human oversight remains crucial. Early detection of inconsistencies prevents customer-facing issues and avoids the ripple effect of bad data across connected systems like ERPs or CRMs. The final validation step is operational, confirming that day-to-day processes (order fulfilment, refunds, stock updates) function correctly on the new data set. Once everything is reconciled, the migration can be declared complete. ## Final Thoughts Data migration is never just a technical task, it’s a translation exercise between two systems, two data philosophies, and often two eras of technology. Done right, it lays the foundation for a more efficient and scalable commerce operation. Done poorly, it introduces friction that persists long after launch. A meticulous, phased approach with clear mapping, validation, and reconciliation ensures that brands not only protect their operational integrity but also set the stage for long-term performance gains on Shopify. > Our data migration specialists have supported over 150 global brands through complex replatforming projects. If you’re considering a platform migration, [contact our expert team](https://domaineworldwide.com/contact/), who can support you through the migration process and ensure a seamless transition. ## FAQs **Q1. Can historical order data be migrated into Shopify?** Yes but it often requires custom scripts or middleware because Shopify’s native import tools don’t handle historical orders well. Many teams import summaries for reporting while archiving full records externally. **Q2. How do brands ensure data security during migration?** Use encrypted data transfers (SFTP, HTTPS APIs) and restrict credentials to essential personnel. For sensitive customer data, anonymise where possible and comply with GDPR for UK and EU operations. **Q3. What’s the biggest risk during data migration?** Incomplete mapping or poor validation. A single mismatch in IDs or schema can cascade into incorrect reporting, fulfilment errors, or duplicated records. **Q4. Should brands handle migration internally or use a partner?** Internal teams can handle smaller projects, but enterprise migrations usually require partners with cross-platform experience, QA automation, and integration expertise — especially when multiple systems must stay in sync. ### An Evening with Domaine: A Brand Launch Celebration at Shoptalk https://domaineworldwide.com/insights/events/an-evening-with-domaine-las-vegas/ At Shoptalk 2024, we introduced Domaine- the world's largest Shopify design & development agency partner- to the commerce industry. Learn more in our blog recap. ## Shoptalk 2024 At Shoptalk this year, we introduced Domaine to the commerce industry. As the largest independent Shopify design and development partner in the world, we celebrated with a series of spectacular events for brands, clients, partners, and importantly, our team. These events incorporated our histories as both Half Helix and Tomorrow, while looking forward to our future as a unified company. [Watch video](https://www.youtube.com/watch?v=GLAohLjUYG8) We kicked everything off with the relaxing "Poolside with Domaine" experience, a continuation of Tomorrow’s pioneering Shoptalk cabanas. Sponsored by [Recharge](https://domaineworldwide.com/partners/recharge/), [Global-e](https://www.global-e.com/), and [Sanity](https://www.sanity.io/), attendees soaked up the sun while discussing the latest commerce trends and forging new connections. As the day turns to dusk, we arrive at our main event, "An Evening with Domaine" at the awe-inspiring Las Vegas Sphere. Our guests were treated to an immersive brand launch celebration in the Theory Lounge. We followed this with a screening of ‘A Postcard from Earth’ by Darren Aronofsky on the largest screen in the world, sponsored by our partners [Shopify](https://domaineworldwide.com/partners/shopify/), [Klaviyo](https://domaineworldwide.com/partners/klaviyo/), [Yotpo](https://domaineworldwide.com/partners/yotpo/), [Loop](https://domaineworldwide.com/partners/loop/), [Nosto](https://domaineworldwide.com/partners/nosto/), and [Gorgias](https://domaineworldwide.com/partners/gorgias/). ![Marko giving a speech to the crowd](https://cdn.sanity.io/images/cxeknc6v/production/7c1e12b3e1c746f7b17257b9fe531569a13d94d3-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/d4a7edf9c60451d742dc685b33f318ceee5e7719-6000x4000.jpg?w=1600) ![A sign with the words 'An Evening with Domaine' on a table with orange florals](https://cdn.sanity.io/images/cxeknc6v/production/74594fde98232b42ffb40ac27c610859ca8d24d6-6000x4000.jpg?w=1600) ![Mac greeting a guest](https://cdn.sanity.io/images/cxeknc6v/production/e496ff2de48776e8ed2d759f88ddf806ad77a2fc-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/6ee23e1cc86faf785be15413bf8d53dc2dcdb520-6000x4000.jpg?w=1600) ![An image of a sign that says 'An Evening with Domaine' on the bar with orange florals](https://cdn.sanity.io/images/cxeknc6v/production/077efab5ff6a018fe372ff5a84f572cdcd6e80a4-5861x3907.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/9abf3f095b2a74f619e45140bcef7fc8a4c92821-3672x2448.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/7f16ec72bb0d9ca49ca93748fc34253566550fdf-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/09dac4f7ca2facd71a143b38febc046e08cef192-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/8f59668eeb37646d75f84cda06082d249874e2f0-6000x4000.jpg?w=1600) ![Mac giving a speech](https://cdn.sanity.io/images/cxeknc6v/production/7c56a6716f5d8e8be2a820131f9274ee3f932f38-6000x4000.jpg?w=1600) ![Guests eating appetizers at the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/906749e48976fcab6a3f8c6d1837f88ebd63dfee-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/ec1a6b11f9eee5e22189507f68dd3713c91f5cbf-6000x4000.jpg?w=1600) ![Marko giving a speech](https://cdn.sanity.io/images/cxeknc6v/production/d7767b9290c022fdda9a5c5a8014697fc47582f3-5883x3922.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/81497fa8dd403268cff42c306f40799ce080a9be-6000x4000.jpg?w=1600) ![Mac and Marko giving a speech](https://cdn.sanity.io/images/cxeknc6v/production/6db96abe528a93f62f95972ab3f4e9b7fe901332-4587x3058.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/cb5c3621362dbe53d0a766fe1cd1fd36fe208527-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/1d1cdd5814b957d4074eff3ec878cae7c5bb8d43-2917x4376.jpg?w=1600) ![Marko and Trey at the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/4698f505e4e27a59e8218b6d24020bdf8ea6c598-5883x3922.jpg?w=1600) ![Chelsey, Marko, and Trey at the event in the Theory Lounge at the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/7c27f031349db87478494643ff8b6deb13ef70ad-4000x6000.jpg?w=1600) ![Marko giving a speech](https://cdn.sanity.io/images/cxeknc6v/production/64ad1c210efa1c2d2ff2e69495c9c81c88ebe6ec-5868x3912.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge of the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/b0208c742d87c74a44d7c1bc02e4799cab61767a-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge of the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/aa391669fb18d6c90cdcf635f8956575bfb0e0d9-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge of the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/6921a4d2c62dde9927043e3fa4ccec060154192a-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge of the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/c91f247cfd3a58d87d88d0177e1323eb6b85c2a2-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge of the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/705210016c93dcaa6dae13cf27b3db5050032dd5-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge of the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/659b5890d8c7ad410e7f20a6371360749d9dafca-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge of the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/e7286f5891f1f3d1341fe5e57c946ed2ddc253d6-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge of the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/7c4d3fd06193153ce81df5ad9372ceb6f18e6331-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge of the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/9c0deddc3e0583e698cd5be6ff5aedd5e2855e28-6000x4000.jpg?w=1600) ![Guests enjoying the event in the Theory Lounge of the Las Vegas Sphere](https://cdn.sanity.io/images/cxeknc6v/production/ecedb875b6a60fe63a60fa577ebdc90743b570b8-5883x3922.jpg?w=1600) In true Domaine fashion, the party didn’t end there as the night continued with "Late Night with Domaine," our after-party held on a classic rooftop in old Vegas. Sponsored by Gorgias, [Rewind](https://rewind.com/), [Signifyd](https://www.signifyd.com/), Sanity, and Global-e, guests enjoyed late night snacks under the starlit sky, celebrating Domaine’s arrival into the industry. The following day, Domaine hosted "A Dinner with Domaine" at Nobu Caesars Palace alongside our sponsors Shopify and Klaviyo, where top retailers gathered to delve into strategies, insights, and the future of our collaboration together. Between enjoying traditional Japanese flavors and stimulating conversations, partnerships were solidified, laying the groundwork for future endeavors. The success of these events wouldn’t have been possible without the unwavering support of Domaine’s incredible partners. Their contributions helped elevate each experience, leaving a lasting impression on all who attended. To everyone who joined in the celebrations, we extend heartfelt gratitude for being part of this pivotal moment in our journey. The brand launch celebration in Vegas was not just a momentous occasion for Domaine but a testament to the power of collaboration, innovation, and shared vision. Cheers to what lies ahead! **Get In Touch** — Have a project in mind? Fill out the form to get in touch. — [Contact Domaine](https://domaineworldwide.com/contact/) ### The real cost of manual orders in B2B commerce https://domaineworldwide.com/insights/commerce-insights/the-real-cost-of-manual-orders-in-b2b-commerce/ Discover how Shopify B2B helps eliminate manual order processes, reduce operational costs, and scale your B2B commerce with smarter automation and digital workflows. Manual orders feel personal. Human. Flexible. That’s the story we’ve told ourselves for years in B2B. But here’s the thing no one wants to say out loud: they’re also killing your margins. Every phone call. Every email. Every spreadsheet buried in someone’s inbox. All of it adds up to lost time, lost accuracy, and lost focus. Just ask Boska. ### 1. A manual order is never just one task At Boska, orders used to come in through every channel imaginable: calls, faxes, handwritten notes, people turning up at the office. And that was just the start. _“On the phone, writing down the order, typing it in the system, pushing the order through to the warehouse, contacting the warehouse… the warehouse sends it back, then you send the tracking number to the customer. All manually.” -_ Pascal Verheul, Boska When you map out the true process behind a single "simple" order, the labour cost is staggering. One task becomes five. One team becomes three. One touchpoint becomes ten. ### 2. You’re scaling admin, not revenue Manual ordering works, until it doesn’t. It’s fine when you’re dealing with ten accounts. It’s a nightmare when you’re dealing with a thousand. _“Now 90% of the orders go through without us even seeing them… Instead of all the orders one by one.”_ Before Boska digitised, the back office was drowning in repeat orders. No time for optimisation. No time for strategy. Just keyboard bashing and order checking. If you’re hiring people to type what your customers could do themselves, you’re spending wrong. ### 3. Errors live in the gaps between people Typos. Duplicates. The wrong shipping address. A missed discount. Manual processes create more human touchpoints, and more chances for human error. When mistakes happen, they’re not just annoying. They’re expensive. Customers get frustrated. Orders need to be re-picked. Time gets wasted chasing couriers or issuing credits. Digital orders, done right, don’t just remove mistakes. They remove the conditions that make mistakes possible. ### 4. Your customers want better, even if they don’t say it One of the big fears: "Our customers like calling us. They’re used to it." Sure. But what they actually like is _ease_. _“They were really used to just pick up the phone and say, ‘Hey, I want those same products I order every month.’”_ Boska’s customers weren’t digital natives. So they reduced the friction: no passwords, just a PIN sent to your email. Clear pricing. Simple account setup. The easier it got, the less resistance they faced. ### 5. The cost isn’t just financial, it’s strategic When your sales and support teams are drowning in order processing, they’re not doing the work that grows your business. No time for account expansion. No headspace for retention strategy. No bandwidth for upsell. _“We changed the whole infrastructure… now orders just flow straight to the 3PL.”_ Manual orders drag your best people into the lowest-leverage work. Automating them frees up time to actually build the customer relationships that matter. ### Final thoughts: stop treating manual orders like a customer service They’re not. They’re an operational liability dressed up as helpfulness. Boska didn’t make the shift overnight. But they committed. They made it easier to order online. They added friction to the old way. And when the time came, they drew a line. _“After a while, we said, ‘No more manual orders.’ People were nervous, ‘we’ll lose sales!’ But we didn’t.”_ That’s the real cost of manual orders: they keep you stuck. And the sooner you stop carrying that cost, the faster you can grow. ### Shopify & ChatGPT: A New Era of Conversational Commerce https://domaineworldwide.com/insights/ai-insights/domaine-ai-commerce/ Shopify unveiled a new integration with ChatGPT, enabling merchants to sell products directly through AI-powered conversations, using Shopify Checkout. Domaine’s agency AI Commerce Practice is live; learn how we’re building for what’s next. At Domaine, we see Shopify’s investment into AI-powered commerce tools as a watershed moment: a fundamental shift in how customers discover and purchase from brands online. Their announcement about a direct integration with ChatGPT could shape how agentic AI will transform the future of commerce. ## We’re ready. Are you? For the past several months, Domaine has been working behind the scenes with leading Shopify brands to prepare for the rise of AI-native commerce. Today, we’re officially launching our **AI Commerce Practice**: a dedicated offering focused on helping large-scale Shopify brands succeed in this new channel. ## Introducing: LLM-native commerce services Your brand is discovered and your products are sold through ChatGPT and other Large Language Models (LLMs). Similarly to SEO, GEO is the strategic process to optimize your content to increase your chances of being referenced or cited by LLMs. Our new practice is built for forward-looking commerce teams who understand the value of early adoption. We help brands: - **Show up with purpose** in ChatGPT/LLM search results (GEO is the new SEO) - **Integrate product data natively** with conversational UIs - **Design AI-native buyer journeys** powered by Shopify’s checkout - **Reimagine PDPs and category navigation** for conversational UX - **Measure performance** across this emerging channel Whether you’re already experimenting with ChatGPT or just trying to understand how it fits your roadmap, our team can help. ## Why this matters for brands AI-powered interfaces will redefine the top of the funnel, changing how intent is captured, how products are described, and how decisions are made. Search behavior is evolving. Instead of typing short phrases into Google, previously averaging just 4 words, people are now asking full questions, averaging 23 words, and expecting clear, direct answers. This marks a major shift: discovery is no longer starting on your homepage, but in a snippet surfaced by ChatGPT or Google’s AI Overview. For brands on Shopify, this shift presents: - New customer acquisition opportunities - Reduced friction in the path-to-purchase - First-mover advantages in high-intent AI environments This is not simply a tech integration; it’s a new channel. The brands that invest early will set the tone for how commerce works in the LLM era. ## Ecommerce, reimagined with AI We’re launching a new stack. Domaine is building an AI-native Shopify tech stack designed from the ground up for this new world: - Conversational Product Feeds - LLM-optimized Search & Navigation - AI-driven Personalization & Merchandising We’re also actively partnering with platforms, toolmakers, and data providers to accelerate adoption for the brands that work with us. **Let's Talk** — Want to explore what this means for your brand? — [Reach out or book a strategy session with our AI Commerce team.](https://domaineworldwide.com/contact/) ### 4 ways to use marketing automation to convert leads & grow your list https://domaineworldwide.com/insights/commerce-insights/4-ways-to-use-marketing-automation-to-convert-leads-and-grow-your-list/ 2025 marks the shift from traditional email marketing to a broader marketing automation focus, where an omnichannel approach is the key to success. Marketing automation integrates multiple channels, for example, email, SMS, ads, web, and WhatsApp, to create a holistic customer experience. If done right, this strategy can generate up to 40% (or more) of total online revenue, making it a powerful tool for database growth, customer retention, and churn prevention. A strong acquisition and list growth strategy is at the heart of marketing automation. While Welcome Series and Exit Intent forms remain effective, brands looking to stand out should explore fresh approaches. Below, we highlight four original strategies to grow your email list and fuel your marketing automation efforts. ### 1. Meta Lead Ads Meta Lead Ads, available on Instagram and Facebook, allow businesses to collect user information, such as email, name, and preferences, directly within the app through a pre-filled, customizable form. Meta Lead Ads is an effective tool for lead generation. Drop-off rates are significantly lower because users stay within the Meta platform, and their details are pre-filled. Meta ensures a seamless experience across desktop, mobile, and tablet, while its advanced targeting, based on location, demographics, behaviors, and interests, helps you reach the right audience. The result? Higher engagement and more quality leads. In most cases, you can integrate Meta Lead Ads with your marketing automation platform (MAP). This allows you to run multiple ad types and capture leads directly in your MAP. As you may know, [Klaviyo](https://www.code.digital/klaviyo) is our go-to MAP. Following up with messaging across different channels like email ([5 must-have email marketing flows](https://www.code.digital/blog/5-must-have-email-marketing-flows-for-ecommerce)), [SMS](https://www.code.digital/blog/klaviyo-sms-marketing-what-is-it-and-how-do-you-use-it), or WhatsApp is essential to maximize results. With real-time syncing between Meta and Klaviyo (or another MAP), you can trigger instant messaging once someone subscribes. A well-crafted welcome series can reinforce your lead ad’s message and deliver the promised incentive. But don’t just default to discounts, while tempting, they can erode brand value and attract lower-quality leads. Instead, think creatively: offer a recipe book that pairs perfectly with your craft beers or an ebook featuring the best cycling routes in the Netherlands if you sell bikes. The right incentive strengthens engagement and builds long-term value. Meta Lead Ads generate a high volume of leads, but not all will be high quality. Regularly clean inactive subscribers from your list to maintain strong email deliverability and engagement. And something else to keep a close eye on: leads who actively engage and convert after signing up. By segmenting these high-value customers and feeding them back into Meta, you can create powerful lookalike audiences, making your lead ads even more effective. Finally, ensure your ads and integrations comply with GDPR, CCPA, and other data privacy regulations. Use clear opt-in mechanisms and transparent disclosures to build trust and stay compliant. ### 2. Product Recommendation Quiz (PRQ) A Product Recommendation Quiz (PRQ) is an interactive tool embedded on an e-commerce site that helps customers discover personalized product suggestions by answering a few questions. This approach helps the shopping experience and gathers valuable first-party data. Is their favorite color red? Do they prefer Espresso or Lungo? What’s their ideal size? You can ask these kinds of questions to guide customers through your PRQ. And remember, keep it simple. Stick to a maximum of five questions to maintain engagement and always include a progress bar (e.g., "Question 4 of 5") to keep users motivated to complete the process. A PRQ isn’t just great for engagement, it’s also a smart way to collect opt-ins. The best moment to ask? Right before revealing the quiz results. Simply ask if they’d like to receive their results via email. You can sweeten the deal with an incentive, but always give them the option to skip. Once they opt-in, add a short loading screen before showing the results. This creates the impression that your PRQ tool is actively calculating a personalized product selection. Every opt-in helps grow your database and enriches your marketing automation platform (MAP) with valuable customer data. This data enables better segmentation, say, targeting customers who prefer yellow shirts in size M when you have excess stock. Plus, sending quiz results via email allows for follow-up reminders, increasing the chance of conversion. Need more tips on increasing the chance of conversion? [Find the blog with 21 tips about it here](https://www.code.digital/blog/boost-your-e-commerce-with-those-21-e-mail-marketing-tips). ### 3. Brick-and-mortar store collection While your online store is crucial to your success, a physical store, whether it’s a flagship location or a boutique, acts as a physical showcase of your brand. It’s where customers can experience your products firsthand, build a personal connection with your brand, and even attend exclusive events like an archive sale. Your store also presents the perfect opportunity to grow your database. There are plenty of ways to collect opt-ins: customers can subscribe via your POS at checkout, or you can set up an iPad station where they can sign up, perhaps even unlocking an in-store incentive instantly. Want to get more creative? A recent example from a merchant in flower bulbs caught our attention. In their showroom, they placed a giant pot overflowing with flower bulbs and a simple sign with a QR code. Customers could scan the code, guess the number of bulbs, and enter for a chance to win a trip to the USA. This approach didn’t just grow their database in Klaviyo, it also provided valuable insights into customer preferences and locations, helping them refine future marketing efforts. ### 4. Direct mail Customers are bombarded with digital messages, emails, SMS, WhatsApp, ads, and more. An offline touch can stand out in a world overloaded with online communication. That’s where direct mail comes in. It’s a powerful way to win back inactive customers, just think of that familiar Douglas card with a €5 discount. But did you know you can also use direct mail to collect opt-ins? Many marketing automation platforms (MAPs) allow you to trigger a webhook that sends a fully branded postcard via a postal service. This opens up creative opportunities, like welcoming new customers with a personal card or teasing an upcoming product launch. Just add a QR code so recipients can subscribe and be the first to receive exclusive updates. One important note: ensure your use of direct mail complies with GDPR. You can find more details [here](https://www.autoriteitpersoonsgegevens.nl/en/themes/internet-and-smart-devices/advertising/advertising-mail). ### So, what’s next? As email marketing changes into a broader marketing automation strategy, brands must take a multi-channel, data-driven approach. Tactics like Meta Lead Ads, PRQs, in-store opt-ins, and direct mail offer fresh ways to grow your database, engage potential customers, and boost conversion rates. ### The Ideal Ecommerce Org Structure https://domaineworldwide.com/insights/commerce-insights/the-ideal-ecom-org-structure/ A common question from our mid-market to enterprise brand clients is how around how they should structure their ecommerce teams. See our advice here. #### A common question from our mid-to-large-sized clients is about how to structure their ecommerce teams. And one that we’re hearing at Domaine more frequently as companies put a renewed focus on digital. In my previous ~20 years experience being on ecommerce teams within Retail/Apparel Brands I’ve experienced many different organizational structures. Now as a cofounder of an agency, and as a Creative/UX guy at heart, I’m principally interested in recommending org structures that manage between Marketing, Merchandising, Creative, and Technology in a way that makes the whole operation hum along smoothly. Of all the pressure we have on us, the last thing slowing us down should be disorganization. Obviously the first answer to this org-chart question is that many different structures work, and that there is no one system that can be applied across every team. The second answer, also a bit of a throw-away, is that the organization of the ecommerce team is likely to follow the leadership style of the organization as a whole. Best illustrated by this classic sketch… ![Illustration of different leadership styles used by major tech companies](https://cdn.sanity.io/images/cxeknc6v/production/5694abcfbc9835bbf82421fcba7699f2891bee96-580x565.gif?w=1600) And the worst path you can take, which is why we get asked this question so often, is attempting to answer the org chart question by _Googling_. You’ll come across gems like this one, which may look good at first glance but surely has no indication of where strategies meet tactics — nor the division of responsibilities between teams — which is really the question we’re looking to answer. ![Graphic showing a team structure for a High-Touch org structure](https://cdn.sanity.io/images/cxeknc6v/production/2521bc6ae7393762d61f4258dd7988b3351a80ca-650x400.png?w=1600) You’ll also come across org charts that look more realistic, but are also secretly hiding formidable misunderstandings of how people work, like this diddy from an SEO agency (although +1 for driving me to their site): ![An example org structure headed by VP of ecommerce](https://cdn.sanity.io/images/cxeknc6v/production/d95bf6405c9ce4842c97443f049946da0cd51cec-1065x551.png?w=1600) First of all, we’ve seen $150M D2C brands who’ve achieved success with _zero focus_ on Retention. And secondly, the baffling distinction between Branding and Content will be sure to get your creative teams at each other’s throats in no time. Another level of fidelity upwards, I came across this one. I include it here because it tries to answer a couple questions that we hear often: 1. Should Brand/Creative live in Marketing? 2. And is UX part of Creative, or on it’s own, or is it within Front-End? ![Example org structure showing engineering, supply chain, marketing, and finance departments](https://cdn.sanity.io/images/cxeknc6v/production/ad5810bca969d3c68dfeb9011ebe31589f010d3f-565x281.png?w=1600) Unfortunately I couldn’t disagree more with this structure, regardless of the organization. Rather, we’ve often ended up recommending structures like the below. Although this one was designed for a larger organization, there are a number of core principles here that apply to even the smallest teams. One key difference in our org chart is that it outlines functions outside of the eCom team that provide strategy, resources, and other forms of tangible support. Even if your company isn’t literally _global_, the same term applies to these overarching support mechanisms. ![Graphic breaking down e-commerce teams and responsibilities](https://cdn.sanity.io/images/cxeknc6v/production/e490f4336babb88554aa5acd60ac78f8a2dcf9f4-1400x967.png?w=1600) ### 1. Global Strategy I think we’ve all worked in organizations that claim to have clear business goals and objectives, but if you asked around the table, your colleagues would struggle to give you anything other than “Drive 30% YoY Growth,” and the like. Every member of the eCom team (not just the C-suite) should be aligned on their objectives, and which should be revisited annually. Similarly, if you’re operating multiple sites, site design becomes a global function. You’re not redesigning the sites throughout the year, but rather making it perform better. ### 2. Global Ecommerce Support When you’re in-house at a brand, it’s important to define what the organization owes you, and what you provide in return. Content creation often falls in this nebulous arena, and in the end, if this isn’t properly defined, it’s usually the eCom team that is scrambling to make something work. ### 3. Front of House vs. Back of House I personally like these terms because they apply to the physical world, and eCom teams often need a reminder of their real-world counterparts. The org chart also distinguishes between a crucial point in the customer journey, the sale, by delineating functions before and after checkout. This outline also recognizes that these two teams are often very disconnected (even slightly at odds with each other) and puts them together as two halves of the same whole. ### 4. Responsibilities not just Titles An org chart isn’t worth much if it isn’t paired with key tasks, so ours actually starts there. Once you’ve defined the activities of each department, then you fill in the names. Starting with responsibilities helps unveil gaps, and then ensures that Job Descriptions ladder-up correctly. (_A side note: The company for whom we made the above chart had the CRM / Customer Analytics function living globally and was still in its nascency. For smaller eCom teams this often lives within Analytics or Marketing_.) Lastly, it’s worth noting how many disciplines within this structure we’ve managed on an ongoing basis for our clients. Selfishly, also a reason we started as a Shopify-only agency — because it has allowed us to spend more time impacting the business, working directly with the team, than our previous experiences on classic enterprise platforms. ![Graphic showing e-commerce teams & their responsibilities when working with an agency partnership](https://cdn.sanity.io/images/cxeknc6v/production/ea36735d5a2eb47cc45f14a62b25709430dfce3f-1400x964.png?w=1600) But perhaps the most important point about teams is something that I learned from my good friend and fellow UX-er [Carl Collins](https://www.linkedin.com/in/carlcollins/) when I asked him, “what’s a core principle of any great team?” He answered quickly and without missing a beat: > “The most important thing about a great team is that each member thinks that the other ones are equally as valuable.” I’m happy to say that’s a lesson we’ve established at our agency as well. _(Contact form: Your brand has a bright future… Let’s craft it.)_ ### The True Meaning of Customization on Shopify: Custom vs “Out-of-The-Box” Themes https://domaineworldwide.com/insights/technology/shopify-custom-vs-out-of-the-box-themes/ Read the differences between a custom theme versus an out-of-the-box theme on Shopify. Address common misconceptions about Shopify's customization potential within its native content management system (CMS). Today’s enterprise brands face endless obstacles. From increased competition, to rising customer acquisition costs (CAC), to macro-economic pressures, just to name a few, it is critically important for these leading brands to create bespoke, highly customized ecommerce website experiences that stand out and leave a lasting impression with consumers. When it comes to building an online store on Shopify, there are two dominant paths for design and development: a headed versus a headless architecture. For the purposes of this article, we will focus on the first, most commonly ventured path of building a headed architecture using Shopify’s native CMS tool, referred to as a Shopify theme. With this route, many brands face a second decision: choosing between an ‘out-of-the-box’ theme from the Shopify Theme Store, or building a custom theme on Shopify. This decision is riddled with myths about the limitations of the Shopify platform at the enterprise level. For example, many assume _it’s impossible to create a bespoke experience using only Shopify’s CMS._ In this article, we’re here to bust these misconceptions, and look deeper into the differences between building a custom theme or opting for one of Shopify’s pre-built options. ## Myths About Customization on Shopify Ensuring that an ecommerce platform can be adequately tailored to meet your brand’s unique needs is paramount to instilling confidence in a project as expensive and time-consuming as an ecommerce migration. When evaluating Shopify as an ecommerce platform for your brand, the question of customization potential to achieve business goals is one of the largest concerns for enterprise or scaling mid-market brands. Brands may associate Shopify with some common myths– usually around the idea that the look and feel of Shopify websites is “always the same,” and ultimately rigid and uncustomizable. As a result, enterprise brands might overspend on another ecommerce platform ([Salesforce Commerce Cloud](https://meetdomaine.com/insights/technology/shopify-vs-sfcc), Adobe Commerce, etc.) because they fear a lack of customization with Shopify. However, the reality is that a Shopify store has endless customization potential, just like all of these other platforms, often at a fraction of the cost and with more flexibility. ### Myth 1: Shopify isn’t customizable **The facts: **Shopify is very customizable. If your brand wants to start from scratch, it is possible to create a fully custom Shopify theme that is unique to your brand and unavailable on the Theme Store. Brands can build and own their website theme utilizing Shopify’s robust APIs and Liquid template language to create custom functionality and bespoke experiences. ### Myth 2: Every Shopify store looks the same **The facts: **In some cases, multiple brands may utilize the same Shopify theme from the Theme Store. However, themes can be customized or created entirely from scratch for brands willing to make the investment. Additionally, taking advantage of certain out-of-the-box Shopify components does provide benefits across the board for any merchant using the platform. For example, Shopify’s checkout- [Shop Pay](https://www.shopify.com/checkout)- is proven to be the world’s highest-converting, customizable, one-click checkout, and is the result of heavy investments in research and innovation, giving both brands and customers the most optimized experience. ### Myth 3: Brands move to Shopify because they don’t want “custom” The facts: Shopify has built a CMS that can be completely customized and easily maintained long-term through pre-built sections and elements. Merchants also have the flexibility of integrating with top-tier vendors in the ecommerce marketplace through its App library to extend their reach and meet their customers’ needs. ## What is an “out-of-the-box” theme on Shopify? While Shopify’s customization capabilities are vast, it’s also true that the platform’s out-of-the-box website themes have a lot to offer. Out-of-the-box themes in the Shopify Theme Store come with pre-designed layouts, while the custom route requires designing completely from scratch. For this reason, merchants looking to get their ecommerce store up and running quickly and with little to no development resources may opt for one of Shopify’s out-of-the-box themes. With this approach, setting up a new website can be as simple as purchasing and downloading a theme that includes a pre-designed layout and straightforward usability. This is a great option for emerging brands, or brands new to ecommerce, that are looking to manage this entirely in-house. ## What is a “custom” theme on Shopify? For brands who want to create and own an entirely bespoke buying experience, it is possible to build a fully custom theme on the Shopify platform. This route requires more extensive planning and a longer project timeline. Here at Domaine, we wholeheartedly believe this investment is worth it, especially as brands scale into the mid-market and enterprise level. Building a custom theme requires ecommerce expertise, technical resources, and creative vision. In addition to fully mapping out the website’s theme pre-development, brands who build custom themes will also need to enlist the help of a Shopify developer or agency that understands tools such as the Shopify CLI, Shopify APIs, and theme management options like the Shopify GitHub integration. At Domaine, our [technical experts](https://domaineworldwide.com/services/technology/) guide merchants on how to extend functionality in the Shopify platform. With Shopify’s CLI and API library, it’s easy to present a brand’s unique identity and desired ecommerce journey through design, a customized checkout experience, or third-party integrations. As with any platform, there will inevitably be limitations in certain areas; however, Shopify’s focus on innovative technology and an extensive partner ecosystem ensures that brands can meet business goals and also move with speed and agility. ## The Spectrum of Customization on Shopify There are three levels of customization when it comes to Shopify themes. From completely pre-built, out-of-the-box themes that can save brands time and money, to intricate, entirely bespoke themes- it’s all possible with Shopify. With such a large range of functionality, there’s the potential for merchants to combine the best of Shopify’s pre-built technology with their own custom needs. ### Option 1: “Out-of-the-box” Shopify Starting with the basics–merchants can purchase and download one of Shopify’s out-of-the-box ecommerce themes with the potential to have a business up and running quickly, without the help of a developer. With an out-of-the-box Shopify theme, no coding _is required_, and it’s ready for content configuration. Merchants can also take advantage of the thousands of built-in tools and apps offered through Shopify, resulting in a solution that is overall less expensive and saves time. One of the downsides of an out-of-the-box theme is that there is a greater chance that it will look similar to other stores. Out-of-the-box themes without any customization offer limited design options, and although this cuts down on costs and resource needs, it does mean that a brand will have a smaller range of visual expression. ### Option 2: Customizing Parts of a Shopify theme For brands that wish to add upon one of Shopify’s out-of-the-box themes, there is a middle ground. Businesses can still purchase an out-of-the-box theme and then build custom features onto it. By investing in custom functionality or enhanced branding beyond the pre-existing theme, a merchant can create a more bespoke buying experience that is still within their budget/scope. This hybrid solution requires enlisting the expertise of a Shopify developer or an agency. Unlike an out-of-the-box theme, which does not require upfront technical support, creating custom features takes more time and resources. However, the benefits of this approach include starting with Shopify’s pre-existing technology, which often saves a huge amount of time, while still resulting in a curated online experience that represents the brand in the best way possible. ### Option 3: Building a Completely Custom Theme On the other side of the spectrum, it is also possible for brands to build an entirely custom theme on the Shopify platform. With this route, the brand can have complete control over the website's look, feel, and functionality. Some brands choose not to build a custom theme because of the additional time and cost; building a theme from scratch requires development resources, a much longer timeline, and ongoing maintenance. At Domaine, this is our recommended approach for established brands who are looking to move to the Shopify platform. With a custom theme, there is greater control over everything from the creative and branding, to the technical aspects and performance, to the user experience and “surprise and delight moments” you present to your customers.  ## Key Benefits of Shopify Custom Themes The customization potential of building a theme on Shopify is immense. Here are a few key benefits that can come with opting for this route, particularly as an Enterprise merchant: - **Custom pays off in the long run:** When starting with a custom theme, the brand owns the ecommerce storefront from the beginning. This means ultimate control, limitless potential, and the ability for the website to grow with the business into the future. - **Ease of use (CMS):** When it comes to managing website content, building a custom theme allows for updates and changes when and as needed. Benefits can include an easier path when: - Changing elements - Content updates - Ongoing maintenance - Flexibility - **Tailored design:** One of the areas that truly shines more with a custom theme is the visual design. When using an out-of-the-box theme, a brand is extremely limited in the visual aspects of the storefront. If a brand is looking to truly display its unique flair, provide a unique purchasing experience, and be able to easily change the look-and-feel of the website, a custom theme will be the right path forward. - **Personalization/User-experience:** Hand-in-hand with design comes personalization and user experience (UX) potential. Without the design limitations found in using out-of-the-box themes, there are more creative possibilities to surprise and delight the user. - **Custom app integrations:** An out-of-the-box theme limits the way a storefront can integrate with custom apps. If a merchant fully owns their theme’s design and development, they can also build out custom applications as needed. Ready to level-up your brand with Shopify? [We’re here to help](https://domaineworldwide.com/contact/). ### Email Marketing Inspiration Book https://domaineworldwide.com/insights/commerce-insights/email-marketing-inspiration-book/ Email Marketing Flows & best-practices for e-commerce brands ## Grow your brand with Email Marketing **To us, Email is the most valuable channel available for e-commerce brands.** At Code, we have a number of clients attributing up to 50% of their revenue to Email Marketing. How do they achieve this? That’s exactly what we share with you in this e-book: - 5 must-have Email Flows every e-commerce brand should have; - 8 original Email Flows that you can adapt to your own business; - Real-life Email Marketing examples from brands such as O'Neill, Olaf Hussein, Naïf and TI SENTO - Milano; - Clever Email Marketing hacks from our team. _(Contact form: Download the eBook)_ # ### Domaine Wins Best Mobile User Experience in the 28th Annual Webby Awards https://domaineworldwide.com/insights/visual-design/webby-awards-timex/ Learn why Domaine won the Webby People’s Voice Award for Best Mobile UX with their innovative Timex site redesign. Domaine is proud to announce that we have won the People’s Voice Award for [Best Mobile User Experience - Websites and Mobile Sites](https://winners.webbyawards.com/2024/websites-and-mobile-sites/mobile-specific-features-design/best-mobile-user-experience-mobile-features/274772/timex) in the 28th Annual Webby Awards for our work on [Timex](https://domaineworldwide.com/work/timex/). [The Webby Awards](https://timex.com/), renowned as the "Internet's highest honor" by The New York Times, is a prestigious international platform that celebrates excellence on the web. The awards are presented by the International Academy of Digital Arts and Sciences (IADAS), an esteemed body of industry experts including luminaries from Google, Hello Sunshine, Duolingo, and Meta. ![Trey, Domaine's VP Creative and Joel, Sr Designer at Domaine are holding a Webby Award in this black and white photograph.](https://cdn.sanity.io/images/cxeknc6v/production/90272b754876b1eb4640a64c9be660cf91d3cae9-6142x4607.jpg?w=1600) Nick Borenstein, General Manager of The Webby Awards, commended Domaine's achievement, stating, "Domaine has set the standard for innovation and creativity on the Internet. This award is a testament to the skill, ingenuity, and vision of its creators." The recognition underscores Domaine's commitment to pushing the boundaries of digital experience. > "Our work with Timex exemplifies our philosophy that — when implemented well — innovative visual design is a core part of creating world-class user experiences. To achieve this balance of interactivity and usability, cross-discipline collaboration is fundamental, and it’s very rewarding to see our team recognized for their design and development expertise.“ - Trey Hardin, Domaine VP of Creative ![Photo captured during the Webby Award Ceremony in NYC showing the stage and dinner guests.](https://cdn.sanity.io/images/cxeknc6v/production/3945822fcc0fd247161b6e8d95b7cc9bc9625c99-4032x3024.png?w=1600) For this project, Domaine partnered with Timex to revamp its digital presence with a modern and intuitive ecommerce storefront. Domaine helped the iconic American watch brand replatform from Salesforce Commerce Cloud to Shopify, to enhance internationalization and streamline management of their four expansion stores across the US, Canada, UK, and Europe. ![Two screenshots of the Timex site, include a desktop screenshot of a PDP and a mobile screenshot of the PLP.](https://cdn.sanity.io/images/cxeknc6v/production/4d7cfc3d9f7824378dcdcc525b9e09e7a023188f-2880x1276.jpg?w=1600) Domaine introduced modern design elements to elevate the user experience of the brand’s digital experience and place an emphasis on storytelling and craftsmanship. From scroll patterns to interaction animations, the website and related mobile experience now offers a luxurious browsing experience, accentuating Timex's brand content. Lifestyle images were integrated into product pages, enhancing product storytelling. Unique features, like toggling between night and day display for watches with INDIGLO® night light, were developed to refine the shopping experience. Overall, the collaboration between Domaine and Timex resulted in a contemporary digital experience, on both desktop and mobile, that aligns with Timex's ambitious expansion goals, offering users a premium and intuitive shopping journey across international markets. Domaine's victory also shines a spotlight on the importance of user-centric design when it comes to mobile shopping experiences. While mobile commerce sales accounted for 56% of all retail sales in 2018, Forbes forecasts it’s expected to grow to 62% by 2027. As our reliance on mobile devices grows, ensuring seamless and intuitive experiences is paramount for a scaling business. This achievement not only honors our dedication to excellence but also serves as inspiration for others in the industry to prioritize user satisfaction in their digital endeavors. **Learn more about our work with Timex.** — Our migration from SFCC brought Timex a new site that's as performant as it is pretty. — [View the Case Study](https://domaineworldwide.com/work/timex/) ### About Domaine Domaine is the world's largest independent Shopify design and development partner. We are a team of commerce experts dedicated to creating, building, and growing beloved and ambitious brands. As pioneers and not just participants in our industry, we are inspired to write, break, and re-write the rules for a new generation of commerce. ### About Timex In 1854, [Timex](https://timex.com/) combined European clockmaking and American ingenuity to take clocks from the mantels of the 1% and bring them to the rest of the world. What truly defines us extends far beyond our heritage - it’s the way our watches have gone from being simple tools to cherished companions. Regardless of how you came to know and love your Timex, it does more than just tell time; it tells your story and reminds you to make time yours. _(Contact form: Your brand has a bright future… Let’s build it.)_ ### Choose a multi-store setup in Shopify Plus to localize your global e-commerce https://domaineworldwide.com/insights/technology/choose-a-multi-store-setup-in-shopify-plus-to-localize-your-global-e-commerce/ For most brands, expanding your business to new and foreign markets makes total sense once it starts growing. If you are thinking about selling your products across the globe and looking for the right Shopify Plus setup to make this move, this is the blog for you. ## Think big, start small Every day, we, as Shopify Platinum partner, talk with e-commerce entrepreneurs who are eager to grow their webshops internationally. In the globalized world we live in, the prospect of going international is appealing. Especially young, starting webshops are eager to start selling to everyone, everywhere immediately, whereas we notice the more experienced entrepreneurs first perfecting their skills with a single (local) shop before making the move to another country or region. Our tip: don’t invest in new markets before validating that your brand resonates with your target consumers there. Test, learn and iterate first. It is a common mistake to assume that you can simply translate your store’s content to launch in a new country and expect it to be equally successful in this new market. **At Domaine Europe, we believe localization is not the same as translation**. So, no shortcuts! Going international is no small feat, you should put in the effort of localizing your customer experience. ### Going global on Shopify Plus: these are your options First things first. If you believe it's time to start selling your products internationally on Shopify, the best option is to use Shopify Plus. It’s built for merchants who want to grow and scale. While Shopify is the absolute best SaaS e-commerce solution out there, there's still quite some complexity in selling internationally. We’ve listed the many ways that Shopify Plus will help you sell your gear globally, and also listed some pros and cons: 1. Single Store setup 2. Multi-store setup 3. Headless setup 4. New: Shopify Markets ### 1. Single store setup A simple and fast option is to continue using the same storefront regardless of where your customer comes from, and layer on Shopify’s multilingual and multi-currency functionality. This is a simple solution to going international on Shopify Plus, but it has some serious limitations. **Pros**: Simple, cheap and fast solution to validate your business in a new region and develop a multi-store approach if you are ready for the next level. **Cons**: You won't be able to offer different products for different markets and further localize your customer experience. You will depend on language apps that can be buggy and seriously damage your site performance. Also, we don’t believe that this setup is optimal for any long-term strategies. And finally, most Shopify apps (still) do not support multilingualism, so they won’t be compatible. ### 2. Multi-store setup With a multi-store setup, you have multiple versions of your storefront and can redirect customers to their local version of your store. If you are on Shopify Plus, you can add up to 9 storefronts to your account without paying extra. While your stores operate as separate businesses, giving you full control over products, pricing, payments, shipping, marketing and more, you can connect all of the stores to your main site to centrally monitor sales performance and reporting. The multi-store setup is a proven method we have applied for customers like O’Neill, Ti Sento Milano, Rosefield Watches, Gisou and MUD Jeans. And we see some of the largest merchants on Shopify Plus like GymShark and Allbirds do it exactly the same way. (But more on that later.) **Pros**: 100% flexibility in terms of content, pricing, shipping and more. You will use the same codebase for all stores, minimizing the impact on development time/costs. **Cons**: You will need to manage multiple stores, meaning you need to free up resources and budget for local apps, integrations and content management (And, of course, localizing your store is hard work and takes a lot of time. But the effort will be worth it in the end. Promise!) ### 3. Headless setup Another solution to consider is a headless approach. Headless e-commerce means you completely decouple the backend from the front-end. This allows you to create a fully customized e-commerce platform. We get that a single, headless store that’s able to power 20-30 different language/currency combinations can sound really appealing, but going headless isn’t a decision to take lightly. Ask yourself: why would I decouple or ‘de-SaaS’ Shopify? We like to think of the headless approach as a Ferrari. Yes, you will get extreme performance, but you will also pay a high price for purchase and maintenance, and you really need to know how to drive it. If you are ready to invest in a thorough preparation and an extensive development project, this might be the solution for you. But remember the pros need to outweigh the cost, time and effort. **Pros**: Headless is superfast and the architecture will give you a level of extreme flexibility on the front-end. This means you can get really creative with your UX. **Cons**:Headless doesn’t come cheap. It takes a lot more time, cost and effort when compared to a multi-store setup. You will need custom connections for integrating apps, technologies and to transfer localized information, translation and prices across your apps. This will create extra development work and adds a level of complexity to your project management. Finally, even though headless might seem like a guarantee for better site performance, this is a misconception. ### New: Shopify Markets Recently, a fourth option dropped: Shopify Markets. This new solution removes the complexity of international commerce and helps merchants sell their goods on international markets, from a single Shopify store. Read all about the features here. Some of our clients got early access to test this new option, so keep an eye out for our newsletter for updates. Fill out the form in our footer to subscribe. ![Multi Store Setup](https://cdn.sanity.io/images/cxeknc6v/production/a182f85764ecd4ea3ba6eabf8b06360d783de944-1280x720.webp?w=1600) ### 4 reasons to sell internationally with a multi-store setup on Shopify 1. Tailor your store for local audiences and purchasing habits 2. Localize your Sales, Marketing and Service channels 3. Offer local currency and payment options 4. Compliance and taxes ### 1: Tailor your store for different audiences and local purchasing habits Having a separate Shopify store for each country or region is a great way to make sure your site and offering are localized for each target audience. You can optimize each store individually, which means you can make its content and offers extremely relevant to the intended audience. Consider local keywords, country-specific offers, localized site design based on cultural differences, local domains and URL structures, local shipping providers and creating relevant content for your local audience. **Allbirds localizes their hero-image for each region through their multi-store setup:** ![Multi Store Setup 2](https://cdn.sanity.io/images/cxeknc6v/production/f97c233ad5c8f6bc013cb48422af2e7f76e882c1-2000x1272.webp?w=1600) ### 2. Localize your Sales, Marketing and Service channels By managing multiple local online stores you can set up a local sales, marketing and service strategy to fit the needs of your specific region or country. Consider local social media pages linked to your local Shopify store, local apps (for example, in Germany, Trusted E-Shops is preferred over Trustpilot), and service channels in the right language. **Catering to the specific needs of your audience in a market is extremely important. The image below shows two Shopify Stores, same brand, different country: the difference in age of the target groups is enormous.** ![Age Difference graph](https://cdn.sanity.io/images/cxeknc6v/production/a16ed0ea68c03fcf824bc2b1f92d408798d4579e-2000x800.webp?w=1600) ### 3. Offer local currency and payment options 33% of international visitors will not even consider making a purchase if their local currency is not offered, so this is crucial if you want to sell internationally. Local Shopify storefronts allow you to not only offer your local currency, but also local payment options like Amazon Pay, Klarna or Sofort Banking. To ensure that your international buyers are guided to their local site, you can install Shopify’s Geolocation app. This app intelligently identifies where your customers are shopping from using their IP address, and ensures they view your local store. We always recommend our clients to show a friendly pop-up which asks visitors if they would like to go to their local store instead of forcing them to go there. ![Geo Location](https://cdn.sanity.io/images/cxeknc6v/production/338238c48030a0f043e083fc9528e0469a51f028-2206x1289.webp?w=1600) ### 4. Compliance and taxes Depending on where you are going to sell your wares, there is a chance you will be dealing with different tax rules and other regulations you will need to follow. Setting up multiple stores allows you to make sure that your business is compliant. For example, most USA-based stores display products without taxes and add them at the checkout, based on where the customer is shipping to. Other regions, like Europe and Asia Pacific, typically mandate that products are displayed including taxes. Another example regarding compliance is that ‘Solden’ (the Belgian word for Sale) is only allowed during specific periods in Belgium. Common objections we hear about managing multiple storefronts For most e-commerce managers or business owners, operating several Shopify stores sounds a bit overwhelming. No need to feel that way! It should not keep you from expanding your business and living your dream. We have gathered a list of the most frequently-heard objections and questions. After reading this, we are sure you will run your multi-store e-commerce business with confidence. ### “But then I have to change my homepage like 5 times?” When we talk about using multiple storefronts, one of the objections we hear very often is that it sounds complicated and time-consuming to maintain the content of multiple stores. Do you really need to change your hero image or homepage “like 5 times”? Yes, you do! Localizing your store is hard work. You should put in the effort to create a localized experience, it will pay off in revenue and conversion growth. The overhead of maintaining separate stores in Shopify doesn't require large teams, either in terms of marketing or development resources. ### “How can I sync my product information?” Syncing your product information across multiple stores is actually quite easy. There are multiple ways to do this but we prefer these two approaches to sync products between multiple storefronts: - For smaller merchants and/or just a few SKUs (10-100) we would recommend using an application like Stock Sync. You will use one of the stores as a ‘mother store’ and sync with the other, smaller stores through a sync app. In this case it is not beneficial to purchase a PIM (Product Information Management system). - For bigger merchants and/or many SKUs (1000+), we would recommend using a professional PIM like Akeneo PIM. You can manage all your product information in the PIM and Domaine Europe integration with Shopify will take care of the sync. We’re happy to explain more about integrating with your PIM or other third party logistic or fulfilment partners. Just drop us a line. ### “Do I need to purchase each app per store?” Well, yes and no. Most apps you will need to purchase per storefront and generally this will lead to additional costs. However, the most expensive apps have often committed to packaged pricing for Shopify Plus merchants with several stores, and there are some apps you only need to buy once and then add as many Shopify stores as you want, like Customer Service app, Gorgias. Take Klaviyo, for instance. The app itself is free and you are charged for using the service. From the perspective of having separate stores, there’s hardly any impact on costs in this example. Klaviyo ensured it is both easy and effective to use multiple accounts, and to switch and copy flows between shops. Yes, it’s a bit more work, but in the end you will be more successful, because you can localize your emails and use different flow strategies. Finally, purchasing apps per store also allows you to be flexible and use the best possible app or integration for each market (for example, use Loyalty Lion in the UK and Smile in Germany). ### “Can I get an overview of all my stores and customers?” Getting an overview of multiple stores used to be difficult, but is improving fast. In Shopify Plus, you are able to view your stores and their users. We are expecting to find a ‘customer overview’ there soon, too. We always stay in close touch with Shopify to hear when more options are available. ### “Isn’t managing multiple stores way more expensive?” Setting up a new local store will roughly take one day. The cool thing here is that we can make sure we keep the features of your shops in sync (if you want). Also, maintaining multiple stores won’t cost you a dime more. Same goes for the Shopify Plus fee; prices will stay the same for your first 10 stores. So in the end, you will only need to invest in multiple apps and resources to manage your content. We see that offering local experiences pays off massively for our clients. ### “What about my SEO?” Make sure that you are adding the hreflang tags on each page. It doesn’t matter what platform you use for your website and it’s the most reliable way of telling Google what language the page is written in. You'll also want to list all of your language options to tell Google which URLs you have, so they can detect the individual URLs for each Shopify store. Finally, make sure you’re using canonical links to let Google know which page to index when you have duplicate pages in the same language. ### “Will my customers be able to mix and match language and currencies?” Yes, your customers will be able to browse both languages and currencies (if you use Shopify Payments). If you aren’t using Shopify Payments, a great alternative is to open a European store in the EU to cater to English-speaking clients in all EU-countries. This is exactly what we did for clients like eu.rosefieldwatches.com or eu.oneill.com. ### Need help setting up multiple storefronts? If you ask us, a multi-store setup is the most flexible and powerful way to go international on Shopify Plus and to localize your e-commerce business. That being said, we would never lie to you: localizing your global e-commerce can be challenging as well. Having separate online stores means you’ll have separate accounts, orders, items, and inventory data to worry about. But, we’ve learned that there’s a solution for every problem and localizing your e-commerce can open up a world of opportunity. Domaine Europe has loads of experience to build the right integrations and keep it all on the straight and narrow. We are happy to help you successfully manage your business. Of course, there is no one size fits all and every day with Shopify comes with exciting new developments to consider. We will keep you updated! ### E-commerce best practices for a great Welcome Series https://domaineworldwide.com/insights/commerce-insights/e-commerce-best-practices-for-a-great-welcome-series/ A welcome series is a couple of emails you can send to anyone who subscribes to your newsletter, with the goal of educating them about your brand and turning them into (recurring) customers. Welcome emails typically have a much higher open rate than other marketing emails, so be sure to make good use of them! What is remarkable about welcome mails is how actively interested the subscriber is at this initial stage. Ensure you capitalize on this by properly introducing your brand and getting to know the new subscriber’s characteristics and preferences. This will show in your results: showing well-timed, relevant information pays off in the long run. At Domaine Europe, we usually go for a series of four or five emails. The average result for a welcome series in which we offer a discount is a 50-70% open rate and a 15-20% placed-order-rate. Let’s break down the emails in this flow one by one. But first, we’ll make a detour to discuss how you enable people to subscribe in the first place. ![klaviyo bottle](https://cdn.sanity.io/images/cxeknc6v/production/b67e3a7806b96d6ad7cfbce6814ee05ed318b42c-1333x2000.webp?w=1600) ### Checkbox or sign-up? To kickstart your welcome series, you'll need effective subscription methods. Consider including a checkbox in your checkout. A witty text or emoji can enhance opt-in visibility. Another option is a pop-up or fly-out form but deploy this selectively when visitors show interest to avoid overwhelming them. Show it when there is interest in the brand. e.g. a few seconds after opening the collection or product page or after 4 pages have been viewed. Spice up your form with a teaser highlighting subscription rewards. At Domaine Europe, we often include teasers after form closure, especially during events like Black Friday. ### What do you offer as a reward to new subscribers? When it comes to rewarding new subscribers, options abound. Discounts, downloads, or gifts can all be effective, but ensure the reward aligns with your brand and goals. Instead of solely offering discounts, gradually introduce your brand's values for better long-term bonding. Consider what barriers your subscribers might face and tailor rewards accordingly. Adapt your welcome series based on subscriber actions and stages in the customer journey. ### Best practices Welcome Series flow Now, let's dive into the emails themselves. _Mail 0: Double-opt in mail_ **Timing:** immediately after subscribing Before you start sending a new subscriber any email content, you will want to ensure three things: • That the person subscribing consents to receiving your emails • That they are the actual owner of the email address they gave you • That the email address exists at all At Domaine Europe, we advocate for a seamless double opt-in procedure to maintain a low bounce rate and prevent your emails from being flagged as spam. This initial email should be straightforward, inviting subscribers to confirm their subscription with a simple click. With Klaviyo, new subscribers can conveniently configure their preferences and consent on a dedicated page that reflects your brand's identity. Now, let's address subscribers who may inadvertently sign up multiple times with the same email address. Instead of sending them another standard double opt-in email, seize this opportunity to inject some humor and engagement. Consider crafting a playful message like, "You really can't get enough of us, can you..." that aligns with your brand's tone and personality. Create subscriber engagement by personalizing greetings based on your brand's identity. Whether opting for a casual "Hi there, Jack!" or a more formal "Dear Mr. Cavendish-Scott-Bentinck," ensure your ESP accommodates variations and seamlessly capitalizes names. Additionally, implement fallback options like "Hey garden-lover!" for instances where subscribers omit their surnames, maintaining a consistent and engaging communication style. As you start crafting emails and flows, prioritize consistency by establishing foundational content blocks such as headers, footers, greetings, and disclaimers. An ideal Email Service Provider (ESP) like Klaviyo should offer seamless synchronization across all emails, facilitating easy updates and adjustments. This feature proves invaluable, especially during promotional periods like Black Friday Cyber Monday (BFCM), where uniform messaging is crucial for campaign success. ### _Mail 1: Welcome! Here’s your reward_ **Timing:** immediately after the new subscriber confirms their subscription When crafting your welcome email to a new subscriber, prioritize delivering any promised rewards in the most seamless and user-friendly manner possible. Embed a prominent, eye-catching button within the email, ensuring that clicking it automatically applies the discount code to their checkout process. Additionally, it's crucial to clearly communicate the validity period of the discount code. Consider displaying the expiration date directly in the email, leveraging automated features available in email programs like Klaviyo. For optimal effectiveness, each email should focus on a single message or call-to-action (CTA). Since the primary goal of your first email is to deliver the reward, minimize brand indoctrination at this stage. Instead, briefly highlight your brand's unique selling proposition (USP), showcase personalized bestsellers, and incorporate essential elements such as social media links and contact information. This approach lays the foundation for future engagement and allows you to gradually deepen the subscriber's connection with your brand throughout their customer journey. _Mail 2: Please allow us to introduce ourselves_ **Timing:** On average, 2-3 days after mail 1. We recommend split-testing this for your specific audience. This is the part where you properly introduce your brand and all it offers. Particularly for brands with moral ambition, this is where you share your mission and seek to connect to the values of the subscribers and invite them into your community. Since this email is not focused on conversion, it doesn’t need a link to a product page: instead, invite people to take a look at your about-us page. _Mail 3: Now we’d like to get to know YOU a bit better_ **Timing:** 5-7 days after subscription is confirmed, depending on the result of Mail 1. To foster meaningful engagement with your audience, it's essential to adopt a conversational approach rather than solely broadcasting your brand's message. Try to establish a two-way dialogue with your customers, periodically prompting them to share their thoughts and preferences. This not only enriches their experience but also provides valuable insights that inform your business strategies. In our practices at Domaine Europe, we prioritize gathering relevant information about our subscribers in the third email of the welcome series. We include a link to a form featuring various fields where subscribers can input details such as their age, gender, clothing size, and product preferences. Simply knowing whether they look for men’s or women’s attire, for example, has a gigantic impact on conversion. Some clients saw a 10% increase in the placed-order rate of an email when they did this! Additionally, we make it a point to request their birthdays, allowing us to tailor special offers or gifts on their special day. When you ask customers for their data, make sure you ask for things that are relevant. We cannot stress this enough: never ask customers for information you aren’t going to use. For one thing, because too many fields are a turn-off. But even more importantly: you need to be very clear that you will use your customers’ information to better personalize your service, and nothing else. Consider offering subscribers an incentive (through your loyalty program for instance) in return for their help - that way you not only boost your data, but potentially also your revenue. By actively soliciting input from subscribers and leveraging this data to personalize our communications, we deepen our understanding of their needs and preferences. This enables us to deliver more relevant content and offers, ultimately fostering stronger connections with our audience. _Mail 4: Check out our collection!_ **Timing:** 10-12 days after subscription is confirmed We added this email to the welcome flow to introduce new subscribers to a personalized segment of a broad product catalog. Knowing what particular category of products a subscriber is interested in is vital for the brand's personalized approach. In the third email, we asked subscribers to indicate which category or categories they would like to know about. This follow-up email makes sure to show the new subscriber a personalized product feed. Personalization is important because it yields much better results. So don’t show the subscriber random products — have your ESP add the products that your subscriber has already shown an interest in. If there is no data available, showing your bestsellers is a last resort. _Mail 5: Your discount code is about to expire!_ **Timing:** 2-3 days before a discount code expires. Choose an expiry date that fits your product. For example: a month for a bike, 2 weeks for a pack of coffee. For new subscribers who still haven’t used their discount code or picked up their reward, this is the last email you will send to get them to do so. Again, like the first email, make this one all about the big shiny button. As a final nudge, add a personalized product feed with some products the subscriber already showed an interest in. ### Debunking SEO Migration Myths https://domaineworldwide.com/insights/technology/debunking-seo-migration-myths/ A practical guide to SEO migrations that separates myth from reality, outlining how to protect rankings, traffic, and revenue during site changes. ## What Is an SEO Migration, Really? In SEO terms, a migration is a coordinated change to a website that prompts search engines to re-crawl and re-evaluate its pages. It’s not simply the movement of URLs from one system to another, but a deliberate effort to maintain and enhance the equity those pages have built over time. ### Why It Matters An effective migration safeguards the three pillars of organic performance: - **Rankings and traffic:** When page templates, URL structures, or content are changed without appropriate mapping, relevance and authority signals can be disrupted. - **Crawl health:** Adjustments to internal linking, performance, or robots rules can influence how efficiently search engines explore and index a site. - **Revenue:** Organic search is often a business’s most reliable and highest-intent channel. Protecting that visibility directly supports commercial performance. ### Common Migration Scenarios - **Platform switch:** Moving from one platform to another, such as Salesforce Commerce Cloud to Shopify. - **Site redesign:** Implementing extensive changes to page layout, codebase, or user experience. - **Rebranding or domain change:** Transitioning an entire website to a new domain. - **URL restructuring:** Adjusting URL logic or folder structures. - **HTTP to HTTPS:** Migrating to a secure protocol, which is now standard practice. ## Myth #1: “SEO Migrations Always Tank Your Rankings” ### The Truth: Temporary fluctuations in visibility are normal as search engines re-crawl and re-map your site, but the likelihood of these fluctuations turning into sustained losses is rare. With careful planning, quality assurance, and monitoring, ranking stability is entirely achievable. ### Insight: The foundation of a stable migration lies in content and signal parity—ensuring that titles, headings, metadata, schema, and internal link structures remain consistent between the old and new versions of the site. Redirects act as the connective tissue between the two environments, passing authority via 301 redirects. These should be mapped one-to-one wherever possible and kept free from unnecessary chains. Equally important is **crawl simulation** before launch. By testing how bots traverse the new site, teams can identify potential dead ends or disrupted PageRank flow in advance, ensuring continuity once the site is live. ## Myth #2: “Redirects Solve Everything” ### The Truth: Redirects are essential, but they’re not a complete solution. They can preserve link equity but can’t compensate for missing content, misaligned canonicals (a URL tag in SEO, which indicates the preferred version of a webpage to search engines), or disrupted internal linking. ### Pro-tip: - **Audit and update internal links:** Internal links pointing to old URLs force unnecessary hops and dilute equity. Update navigation, footers, breadcrumbs, and in-content links to the final destination. - **Canonical alignment:** Post-launch, confirm each new canonical points to the new live URL (not the legacy one) and that redirects & canonicals aren’t in conflict. - **Schema continuity:** Keep product, article, and organization schema equivalent or improved to retain rich results. ## Myth #3: “You Shouldn’t Expect Any Traffic Drops” ### The Truth: Even a flawlessly executed migration will typically produce short-term fluctuations in traffic and rankings. This is a normal part of the re-crawling and re-indexing process as search engines adapt to the new site environment. ### Insight: A typical recovery follows three clear stages: 1. **Re-crawl (Days 1–7):** Search engines begin to rediscover and index the new URLs, often causing initial volatility. 2. **Re-evaluate (Weeks 2–4):** Signals consolidate and rankings begin to stabilize. 3. **Stabilize and grow (Weeks 4–12):** Performance levels return to baseline and, with continued optimization, can surpass them. A carefully monitored migration enables teams to identify and resolve issues during these phases. Temporary fluctuations aren’t failures—they’re expected stages in a controlled process. ## Myth #4: “SEO Migrations Are Only About URLs” ### The Truth: A migration extends far beyond URL changes. It touches every component that influences search performance and user experience. ### Insight: An effective migration preserves or improves the underlying ecosystem that supports visibility, after migration check: - **Content:** Confirm that all essential copy, images, and assets have transferred accurately. - **Page speed:** Validate that the new environment performs as efficiently as the old one. - **Mobile experience:** Ensure responsiveness and accessibility remain intact. - **Site structure:** Maintain logical hierarchy and intuitive navigation for both users and crawlers. ## Checklist for a Successful SEO Migration Understanding the realities of SEO migration is only part of the process. Implementing it effectively is where the real challenge, and opportunity, lies. Because migrations touch so many moving parts, from redirects to content parity and analytics tracking, they’re often more demanding than teams anticipate. We recommend working with a specialist partner to oversee the process, or working with your ecommerce agency to add SEO migration as part of your platform move. However, to help you understand what a structured process looks like, here’s a checklist to outline the key stages and considerations for a successful SEO migration: ### 1. Pre-Migration Audit & Benchmark - Crawl your entire existing site using a tool like Screaming Frog or SEMRush. Export all URLs, title tags, meta descriptions, and H1s. - Use your analytics to identify your top-performing pages by traffic, conversions, and backlinks. These are your highest-priority assets. - Benchmark your current keyword rankings, traffic levels, revenue, bounce rate, and page speed. ### 2. Meticulous Redirect Mapping - Create a spreadsheet with two columns: "Old URL" and "New URL." - Map _every_ URL from your crawl export to its new, direct equivalent. - For pages that are being deleted, redirect them to the most relevant _parent_ category or a suitable alternative page. **Avoid redirecting all deleted pages to the homepage.** ### 3. Staging Environment Testing - **This is non-negotiable.** Implement all changes on a "staging" (test) server that is not visible to the public or search engines. - Crawl the staging site. - **Crawl Simulation:** Test your redirects. Use a crawling tool to check a list of your old URLs. Do they all 301 redirect to the correct new page? Do any result in 404s (Not Found) or redirect chains? - Check canonical tags, internal links, and page speed on the new staging site. ### 4. Post-Launch Monitoring - **Day 1 (Launch Day):** - Implement all 301 redirects. - Submit your new XML sitemap to Google Search Console and Bing Webmaster Tools. - Use Google Search Console's "Change of Address" tool if you moved domains. - Do a live crawl of the new site to check for any immediate errors. - **Week 1:** - Monitor Google Search Console's "Index Coverage" and "Crawl Stats" reports like a hawk. Look for a spike in 404 errors or a drop in crawl activity. - Monitor your rankings and traffic for your top pages. - **Month 1:** - Keep checking for 404 errors (using Google Search Console or site crawlers) as Google finds deep, old links. - Compare your traffic and rankings to the benchmarks you took in step 1. You should see stabilization and recovery beginning. For organizations considering a platform migration or rebrand, early collaboration with experienced specialists makes all the difference. Our SEO team at **Domaine** partners with businesses to plan, execute, and monitor migrations that balance technical precision with commercial impact. [Connect with our team to discuss your SEO migration or wider platform migration.](https://domaineworldwide.com/contact/) ### Migrate from Magento to Shopify? Domaine is here to help you! https://domaineworldwide.com/insights/technology/migrate-from-magento-to-shopify-domaine-is-here-to-help-you/ At Domaine Europe we frequently get asked if we do Magento to Shopify migrations. Especially since the release of Magento 2.0: updating from Magento 1.9 to 2 promises to be a costly, time-consuming migration. And if you're going to migrate anyway, why not reconsider your current platform while you're at it? ### Let’s briefly compare the two to see where the differences originate from. Magento and [Shopify](http://shopify.com/) both offer an eCommerce solution, but any similarities end there. They have clearly distinct styles, which can be traced straight back to a difference in underlying philosophy. Magento is open source, and like many open source solutions Magento assumes that users want complete freedom (read: thousands of options). Complete freedom comes at a price, however. To be able to use all these options, you need technical know-how. Lots of technical know-how. Which brings us to one of the major disadvantages of Magento: unless you are an IT-wizard yourself, you will need a Magento developer for your bespoke webshop. The alternative, giving yourself a crash course in IT-wizarding, only works if you have plenty of room for trial & error. Which you usually do not have, as an online entrepreneur. Complete freedom also comes with a bunch of responsibilities. Taking care of hosting yourself, for instance. Running updates by yourself, and if your site accidentally stops working after that, figuring out where the problem is, by yourself. Tackling issues with security, cyber attacks and whatnot, by yourself. Trying to get your crashed site back up, by yourself, the Sunday before Christmas, on the eve of the most profitable week of the year. Of course you could outsource all that to your Magento developers, but this comes with an impressive price tag. And if you need them outside office hours, that price tag becomes more impressive still. The big advantage: you retain the final say at all times. The big disadvantage: problems will only be solved if and when you initiate it. And usually only for a fee. ### The creators of Shopify clearly come from a different place. They assume that users primarily want accessibility and ease of use. The idea behind Shopify is that entrepreneurs want to have their hands free for their core business: selling stuff and making customers happy. Yielding a bit of control in exchange for that freedom is a good deal for these entrepreneurs. They'd rather not spend too much time on a digital tool: it should do what it is supposed to do, preferably in silence. Hence, with Shopify you will never have to migrate to a completely renewed version of your platform. If your site becomes the target of a DDOS attack, you won't even notice it. Updates? Happen automatically. Hosting? Is included in the price, no action required on your part. Your traffic goes through the roof all of a sudden? Cloud-hosting smoothly broadens your bandwidth. Your site crashes? Hardly ever occurs. If you do run into an issue, you simply call the helpdesk. At no extra cost, and you won't have to explain to them what version of the software you're using and how you customized it with your own code. This is not to say that Shopify doesn't have less attractive features. The most important is of course the ideological difference that we explained above. Do you want full control, at all cost, or do you want to have your hands free? That is a choice everyone has to make for themselves. Next to this it's good to remember that Shopify takes a cut from every sale: between 0.15 and 2% depending on your plan. We should mention, however, that even with the levy Shopify is typically a lot cheaper than Magento. Hiring Magento developers for a couple of hours is sufficient to exceed the costs of a Shopify plan by far. While we're on the subject of developers: for a migration you usually do need them, whether you work with Magento or with Shopify. The major advantage of Shopify here is this: it's so easy to configure that migrations take relatively little time. For that reason alone switching to Shopify is automatically way cheaper than migrating to Magento 2. As Magento developers have to admit: updating to 2.x is definitely no picnic. Domaine Europe can complete your migration from Magento to Shopify in less than 30 days, including any connections to third party software that you require. Interested? Call, email, or visit us in Delft, Amsterdam or Berlin! ### Shopify AI & The Features Shaping the Future of Ecommerce https://domaineworldwide.com/insights/ai-insights/how-shopify-is-making-commerce-ai-ready/ Explore Shopify's AI features, including Sidekick, Magic, semantic search and the Catalog API, plus how Shopify is shaping the future of AI in ecommerce. When Shopify released their Spring 2026 Edition the individual updates told the story of Agentic Commerce. Viewed together they described something broader: Shopify is building AI into every layer of commerce: from the admin dashboard where Sidekick segments customers and applies discounts to the protocol layer that standardizes and syndicates product data across agents. Here we’ve compiled the key AI updates into one digest, organized around the three pillars of AI commerce: Discoverability, Commerce Innovation, and Operational Efficiency. ## AI Discoverability: how customers and AI systems find products **Shopify's Search & Discovery** tools already give merchants control over recommendations, synonyms, filters, and merchandising rules. Now, the platform is moving search away from exact keyword matching to semantic matching and natural language search: so a search for "athletic footwear" also surfaces sneakers and trainers. **Shopify's Catalog API** extends that same discovery logic beyond Shopify's own platform: it syndicates a merchant's product, variant, media, and availability data from a single catalog into AI assistants such as ChatGPT, Google AI Mode, Gemini, Microsoft Copilot, and Perplexity, with no separate integration required for each one. AI referral traffic to Shopify stores is already up more than 220% year over year, which makes this one of the fastest-growing discovery channels merchants have. In the case of both of these updates, whether it’s onsite search or external systems, the tools only work if the underlying product data, taxonomy, metafields, attributes, and variants, are current, complete, and structured. We cover the groundwork this requires in more detail in our work on [AI search optimization](https://domaineworldwide.com/services/strategy/ai-search-optimization/). ## Commerce innovation: the brand still owns the experience We think brands should keep ownership of the customer experience even as they experiment aggressively with AI on the storefront, and Shopify's latest updates are built around that same balance. **Shopify released Inbox**, their first-party AI chat app, built on the Storefront MCP. This MCP allows the chat agent to interact with the Shopify admin in intelligent, predictable ways, such as: - **Product discovery:** Natural-language search with product recommendations. - **Cart management:** Create carts, add or remove items, and complete checkout. - **Store information:** Answer questions about policies, shipping, returns, and FAQs. - **Order management:** Track order status and process returns. **The Universal Commerce Protocol**, a standard co-developed by Shopify and Google, lets AI agents find a product, build a cart, and complete checkout and payment on a shopper's behalf. Shopify has designed its side of the protocol to preserve merchant business rules and existing systems, and it's positioning Shop Pay and its checkout stack as the transaction layer underneath these AI-driven experiences. **The theme layer** got a matching update: themes can now emit standardized events and expose actions, so an AI agent interacting with a storefront does so predictably rather than improvising its way through the page. Getting that right comes down to familiar fundamentals: accurate inventory, pricing, fulfillment, and regional rules, since an agent can only complete a transaction as reliably as the data behind it allows. This is the territory our [agentic commerce](https://domaineworldwide.com/services/strategy/agentic-commerce/) work addresses. ## Operational efficiency: AI workflows, human accountability Our own delivery model pairs AI-accelerated workflows with a person who stays accountable for what ships, and Shopify is building the same pairing into its own admin tools. **Shopify Sidekick** now lets merchants describe what they need in plain language and have Shopify handle the mechanics: segmenting customers, updating a catalog, creating a discount, or adjusting store settings. Any change Sidekick proposes still requires merchant review before it takes effect, which keeps a person in the loop on anything that touches a live store. **Shopify Magic** generates first-draft copy: product descriptions, email copy, blog posts, headings. It also handles routine image work, including background removal, background generation, and canvas extension, and it can turn a plain-language prompt into a basic theme block or snippet of Liquid code. Shopify's new **Rollouts feature** adds the same discipline to bigger changes: merchants can publish a new theme, checkout configuration, or customer accounts setup at a scheduled time, either to everyone or as a test to a subset of shoppers first. Shopify's SimGym pairs with it, generating AI shoppers that test a store and report back on what worked, though those findings still need a strategy or UX person to check them before anyone acts on them. For enterprise teams, this raises a practical question: who has permission to approve what Sidekick, Magic, and Rollouts propose, to ensure product accuracy, brand voice, accessibility, and code quality? And how do those approvals get tracked? ## AI readiness still depends on enterprise foundations Despite being exciting advancements, it’s worth noting that using any of this well depends on things Shopify doesn't provide: data governance, clear user permissions, and a way to measure what's actually working. Complex analytics will often need a dedicated business intelligence layer, and complex service or inventory workflows will often need specialist applications designed for that purpose. AI-generated content and AI-initiated actions still need a second look, for a simple reason: the output can be generic, incomplete, or simply wrong. ### Next steps for commerce leaders **Use now** - Shopify Magic for first-draft content and routine image edits - Sidekick for administrative tasks, analytics creation, or bulk updates - Rollouts and SimGym for safe, reversible A/B testing with no third party required - Search merchandising and synonym management - Catalog data cleanup - Fraud analysis and risk indicators **Prepare next** - Structured product attributes and metafields - AI discoverability audits - Connections between Shopify and ERP, PIM, OMS, CRM, and service platforms - Governance for AI-assisted workflows - Measurement for AI-driven discovery and assisted transactions **Monitor** - Universal Commerce Protocol adoption - AI shopping channel availability - New Sidekick integrations - AI action logging and enterprise controls - Reporting for AI-driven discovery and transactions Teams working toward the "prepare next" and "monitor" categories are exactly who our [agentic commerce accelerator](https://domaineworldwide.com/services/strategy/agentic-commerce-accelerator/) serves. ## Domaine's perspective We track every one of Shopify's product, platform, and developer updates to provide insights to our clients, and we sort them using the same three lenses we bring to any platform's AI roadmap: discovery, experience, and operations. That's the follow-through we spend our time on: what a brand's architecture, catalog, customer experience, operating model, and commercial priorities need before a given feature is worth adopting. This Edition adds more of the technical groundwork for agentic commerce on top of what already existed, and how much of that work pays off for any one brand comes down to data quality, architecture, governance, and the effort put into implementation. ### Subscribe to Domaine's AI digest **Domaine's AI Digest** — Receive updates of the latest AI, infrastructure, and agentic commerce developments, events and releases that matter for enterprise teams. — [Subscribe Now](https://domaineworldwide.com/#form-0277d0ab-72d7-4119-b5a2-f77f1f41d66a-0) ### Klaviyo vs Mailchimp? 5 reasons why we choose Klaviyo https://domaineworldwide.com/insights/commerce-insights/klaviyo-or-mailchimp-5-reasons-why-we-choose-klaviyo/ Shopify en Mailchimp hebben het weer bijgelegd. Daarmee hebben Shopify merchants die aan de slag willen met e-mailmarketing ineens een dilemma: ben je nu beter af met Klaviyo of met Mailchimp? Wij van Domaine Europe kunnen daar wel iets zinnigs over zeggen, want we hebben met allebei gewerkt. In deze blog leggen we je uit waarom wij vinden dat Klaviyo de beste keus is voor ambitieuze webshops. Zonder twijfel. ![Klavio vs Mailchimp](https://cdn.sanity.io/images/cxeknc6v/production/53a72b375b442bd25c66c83e1535cf529d725260-1300x750.webp?w=1600) ## Mailchimp relaunches Shopify integration In October 2021 Mailchimp launched a new integration with Shopify, two years after the companies quit their collaboration and Mailchimp disappeared from the Shopify App Store. In those two years, a lot of Shopify merchants and agencies moved to different email automation software. As did Domaine Europe: we made the switch to Klaviyo, are Elite Klaviyo partner right now and haven’t regretted it for a second. What is the biggest advantage of Klaviyo, according to us? In a nutshell: where Mailchimp offers a limited email marketing automation toolbox to small- and medium-sized businesses who prefer to do a lot themselves, Klaviyo gives its users every opportunity to customize, test and personalize their emails to their heart’s content. In other words: **Mailchimp is for starters, Klaviyo for pro’s**. ### Why you could prefer Mailchimp If you want to do a lot by yourself, if you haven’t done a lot of email marketing yet and want to see if it might work for you without having to invest much, and if you currently don’t have big ambitions for your webshop, Mailchimp is worth your consideration. Mailchimp offers a neat starters’ package: low investment, not too difficult to learn, with a lot of pre-programmed templates and email flows so you can get started quickly. As soon as you want to get a bit more result with your email marketing – which you want if you have an online store, because email marketing can generate a lot of revenue – Mailchimp will be a size too small. It doesn’t move very far beyond the standard emails everybody is familiar with already, because there’s little room to customize those pre-programmed templates and email flows. Quite inconvenient, because the more you personalize your emails, the better they convert. One-size-fits-all doesn’t quite cut it. ![Blog Image](https://cdn.sanity.io/images/cxeknc6v/production/651ac53dc53bcc6773bb44d02b8c0aa94155c3be-1911x1275.webp?w=1600) ### 5 reasons to choose Klaviyo At Klaviyo they don’t believe in one-size-fits-all. At Klaviyo they believe in extreme personalization, and their software is full of neat functions to make that happen. We give you five reasons why we think Klaviyo is the best choice for your webshop. ### 1. Klaviyo is made for e-commerce Mailchimp was once developed to make sending emails in bulk to mailing lists as easy as possible for everyone. That was a long time ago, when e-commerce was still in its infancy. Mailchimp is basically a generalist: the local sports club should also be able to use it. Klaviyo isn’t interested in the local sports club. Right from the start in 2012 their focus has been on e-commerce. Hence, their email editor integrates seamlessly with Shopify (and many popular Shopify apps such as LoyaltyLion, Recharge and Octane), gathers all the relevant data from your store, and uses it to personalize your emails to the max. What’s more: Klaviyo is constantly working on new features and improvements (check out a few recent ones here) that are completely tailored to the ever evolving needs of e-commerce brands. **Caroline Smedts - e-commerce manager at Osaka:** “We hardly have to pay any attention to our Klaviyo email flows and campaigns, when about 20 to 30% of our revenue comes form Klaviyo. Definitely a big plus!” Every e-commerce brand should have a strong welcome series, abandoned cart and back in stock reminder. What else? Learn about the 5 must-have Email Marketing flows for E-Commerce. ### 2. Personalization, personalization, personalization Did we mention that personalization is the key to conversion? Klaviyo has understood that very well. Their software tracks your subscribers’ behaviour in detail (what products and pages they look at, what products they put in their cart, when they open your emails, and a LOT more) and presents you with all the data you need to tailor your email marketing to that behaviour. At a level that Mailchimp just does not reach. Wait, we’ll show you. Below you see how Midge, our head Klaviyo, behaves in a webshop – and how Klaviyo and Mailchimp track his behaviour. What did Mailchimp register? That Midge placed an order for two items, and what the price of those items was. What did Klaviyo pick up from the same visit? That Midge looked around the website a bit, opened a product page and added the product to his cart, then viewed another product page and added that product as well, subsequently moved to the checkout with his two items and placed his order, but then (quite an important piece of information, but Mailchimp doesn’t mention it) cancelled the order. If they want to know more about Midge’s behaviour, a merchant can click on ‘details’ for every registered activity in this list. But more importantly: if they want to send Midge personalized emails, then this list offers them plenty of leads to do that. Almost every action in this list is a prompt for an email. An added benefit of all the data Klaviyo collects is that you can segment your mailing list in any way you want. Would you like to send an email to all customers called ‘John’ who bought a pair of socks in the past three months? Klaviyo has got you covered. Mailchimp is a lot more limited in this respect, because it collects a lot less data. ![Mailchimp](https://cdn.sanity.io/images/cxeknc6v/production/461d89bab1038b5a38cf7ebc9d0ce23b19a9d6dd-1100x1000.webp?w=1600) ![Klavio](https://cdn.sanity.io/images/cxeknc6v/production/8c118e5fbb4b0be866f0d8f866eec23724676938-1100x1000.webp?w=1600) ### 3. Klaviyo makes complex split testing possible A/B testing is superimportant in email marketing. Knowing what works best means more revenue, so it pays off to test literally every aspect of your emails. Here too, Klaviyo is a lot more flexible than Mailchimp. Mailchimp allows you to split-test basic stuff like subject line and body text of your email, at campaign level. If you want to go a bit more meta, for example by testing what timing works best for a particular segment of your subscribers, you need Klaviyo. ### 4. Klaviyo offers you relevant analytics and reports Data-analysis is essential to optimize your marketing and conversion. What works in emails and what doesn’t? Apart from that, as a merchant you also want to know the effect of your email marketing on your revenue. Both Mailchimp and Klaviyo offer you analytics and reports, but their focus is slightly different. Not only does Klaviyo gather more relevant data to analyze, Klaviyo also presents this data to you in a relevant way. Hence the most important piece of data is available at a glance: what percentage of your total revenue comes from email marketing. **Ylmar Haring - Senior brand manager at Le Nouveau Chef:** “We started with four basic Klaviyo flows that immediately took off. Our revenue from email marketing is now ten times higher than it was!” ![Revenue](https://cdn.sanity.io/images/cxeknc6v/production/701d346e1a0373cf9db64b6b6f92651449a17d99-1200x628.webp?w=1600) ### 5. Klaviyo gives you access to all its features – from the start Klaviyo’s pricing policy is superclear: their product is the same for everyone, and your monthly fee is based on the number of active contacts in your mailing list. Hence you always have access to all the features Klaviyo has to offer, regardless of the size of your mailing list. So when you have figured out the basics a bit and you want to try something new with your email marketing, you can go right ahead. Mailchimp makes it all a little more complicated. They offer various subscriptions with increasing functionality (of which the most basic one is free) and you can add extra modules as you go. The number of subscribers also influences your monthly fee, and subscribers count twice if they are on two mailing lists. To get the same functionality as Klaviyo, you pay the maximum price. In short, Mailchimp has a friendly price tag for starters, but it is a bit less friendly for businesses with large or fast-growing mailing lists and/or a need for extended functionality. In terms of total cost of ownership, those companies are better off with Klaviyo. Moreover, Klaviyo pays for itself: every euro invested in Klaviyo gets you 85 euros in return. ### Domaine Europe as your Klaviyo agency In short, at Domaine Europe we think Mailchimp is fine, but Klaviyo is just the most powerful tool for Email Marketing. It does come with a bit of a learning curve before you can make optimal use of it, though. Klaviyo hands you a big toolbox with lots of specialist tools, and you will need some time to figure out what all these tools can do. Or you hire Domaine Europe of course. We're not just a Shopify agency, since 2019 we have been a Klaviyo agency as well. Midge and his Klaviyo team know the tool inside and out. They will get your business 20% revenue from email marketing in no time, and in some cases, it might soon grow to 50%. Interested? You’re welcome to discuss your email strategy with us sometime, and to see what Klaviyo can do for your business! ### Mastering Complex Bundling on Shopify: A Guide for Mid-to-Enterprise Brands https://domaineworldwide.com/insights/technology/shopify-complex-bundling/ Master complex product bundling on Shopify for enterprise brands. Boost AOV, personalize offers, and optimize inventory with advanced strategies. In the competitive world of ecommerce, differentiation often hinges on experience and value. One of the most effective ways to offer both is through **product bundling**: the strategic grouping of products to provide better deals, convenience, and personalization. For mid-market and enterprise-level brands on Shopify, **complex bundling** isn’t just a sales tactic, it’s a comprehensive growth strategy that can significantly boost **Average Order Value (AOV)**, improve customer satisfaction, and streamline operations. ## **Understanding Complex Bundling on Shopify** ### **What is Product Bundling?** At its core, **product bundling** is the practice of selling multiple products together as a single unit. These bundles are often offered at a discounted price to incentivize purchases and increase cart size. They’re used in nearly every retail sector, from fashion to electronics to beauty, and come in various forms depending on the brand’s goal and customer preferences. #### **Common Types of Bundles:** - **Fixed Bundles**: Pre-packaged combinations sold as one item (e.g., a skincare set). - **Mix-and-Match Bundles**: Customers build their own bundle from a set of options. - **Volume-Based Bundles**: Discounts triggered by buying multiple units (e.g., "Buy 2, Get 1 Free"). - **Subscription Bundles**: Recurring deliveries of products on a schedule (e.g., meal kits or pet supplies). - **Gift or Seasonal Bundles**: Specially curated sets for occasions like holidays, back-to-school, or product launches. Each of these bundling models can serve different business objectives; whether it’s introducing new products, liquidating slow-moving stock, or increasing retention through subscriptions. ## **Why Complex Bundling Matters** ### **1. Enhanced Customer Experience** Today’s consumers demand personalization. Allowing shoppers to build their own bundles or choose options that match their preferences creates a more engaging and satisfying experience. Complex bundling can mimic the in-store, curated experience that shoppers love, but in a digital context. ### **2. Higher Revenue and AOV** Bundling encourages shoppers to spend more per visit by increasing the perceived value of each transaction. Instead of buying one item, customers are guided toward a collection of items that solve a broader problem, leading to higher average cart values. ### **3. Operational Efficiency** By grouping complementary items, brands can reduce the number of individual SKUs customers add to cart, simplifying fulfillment. Bundling can also help forecast demand more accurately, streamline logistics, and optimize inventory turnover. ## **Why Shopify is the Ideal Platform for Bundling** Shopify is uniquely suited for bundling thanks to its: - **Scalability**: Easily manage thousands of SKUs, variations, and bundle types. - **Extensibility**: Use powerful APIs and Shopify Plus-exclusive features like Functions, Admin UI Extensions, and Checkout Extensions.**App Ecosystem**: Access to top-rated third-party apps designed specifically for bundling and upselling. Whether you're using the core platform or have access to Shopify Plus, you can create a bundling strategy that aligns with your brand's specific goals and operational needs. ## **Types of Complex Bundles You Can Create on Shopify** ### **1. Fixed Bundles** These bundles consist of predetermined products sold together at a discounted price. They’re often used for gift sets, starter kits, or limited-time promotional packages. #### **Implementation Tips:** - Use the [Shopify Bundles](https://apps.shopify.com/shopify-bundles) app for a basic setup. This app allows easy product curations with no code or customizations required. - For more flexibility, custom integrations utilizing Shopify’s [Cart Transform Function API](https://shopify.dev/docs/api/functions/reference/cart-transform) can allow custom admin integrations to meet specific business needs. **2. Dynamic Bundles** These let customers choose from a range of items to build their own custom bundles. Think of a "Create Your Own Snack Box" or a "Build Your Gym Outfit" tool. #### **Development Considerations:** - For a basic setup, you can use the [Shopify Bundles](https://apps.shopify.com/shopify-bundles) app. However, this app has limitations—it supports a maximum of 30 bundled products, 3 options, and 100 variants—making it less ideal for dynamic bundling. - To overcome these limitations, consider a custom integration using Shopify’s [Cart Transform Function API](https://shopify.dev/docs/api/functions/reference/cart-transform) along with standard Shopify metafields. This approach allows for much greater flexibility and enables a significantly improved customer experience, without relying on the standard product form. ### **3. Volume-Based Bundles** Encourage customers to buy more of the same item with escalating discounts or free gifts. #### **Implementation:** - Use **Shopify’s basic discount** options such as **Amount off products, Amount off order, Buy X get Y**. - New developer functionalities such as building [discounts UI with Admin UI Extensions](https://shopify.dev/docs/apps/build/discounts/build-ui-extension-product-discount?extension=javascript) alongside **Shopify Functions **allows for complete control of unique discount configurations. - Consider displaying verbiage around your website to encourage customers to add more to their carts. ### **4. Subscription Bundles** Ideal for consumables, these bundles provide recurring deliveries, building long-term customer relationships. #### **Technical Challenges:** - Synchronize inventory with delivery frequency. - Allow mid-subscription edits to the bundle (product swaps, quantity changes). - Apps like **Recharge** or **Ordergroove** integrate with Shopify and support custom bundle logic. However, it's important to note that **Shopify's Cart Transform functionality is not currently compatible with subscriptions**. As a result, these apps handle order processing differently to support recurring payments. ## **How to Build and Manage Complex Bundles in Shopify** Managing complex bundles in Shopify requires a mix of native features, custom development, and third-party apps. Shopify offers tools to support everything from curated bundles to advanced discounting logic. **Core Shopify Features and Development Tools** - **Discount Engine**: Use Shopify’s automatic or code-based discounts to incentivize bundled purchases. - **Admin UI Extensions**: Build custom admin interfaces to let merchants configure bundle logic or discounts easily. - **Checkout UI Extensions**: Dynamically add or remove items at checkout and run real-time validations on the cart. - **Shopify Functions**: Write powerful custom logic for: - Tiered pricing - Free gifts - Cart validation - Advanced discount experiences using the Discount Function API or Cart Transform Functions **Bundling Apps** - **Shopify Bundles**: A native app that allows merchants to create fixed or mix-and-match bundles. - **Recharge & Ordergroove**: Ideal for subscriptions with bundling capabilities, offering recurring logic and customer management. **Handling Pricing, Taxes, and Shipping for Bundles** ### **Pricing Models** Use: - **Bundle-specific discounts**: The **Shopify Bundles **app allows the admin to set a price for the bundle. For more advanced pricing logic—like dynamic pricing based on selected items—custom development is required using **Shopify Functions**. - **Tiered discounts**: Offer increasing discounts as customers buy more — ideal for quantity-based incentives or upsell strategies. - **Buy X get Y discounts: **Provide targeted discounts based on cart contents. This is especially useful for mix-and-match promotions or cross-sell opportunities. ### **Tax & Shipping Considerations** - Ensure taxes are applied based on each product in the bundle. - If shipping weight is calculated, make sure bundle logic reflects true combined weight. - Display total pricing clearly to avoid confusion and reduce cart abandonment. ### **Multi-Currency Support** Ensure bundles are compatible with Shopify Markets and reflect accurate pricing across currencies. Price rounding, VAT inclusion, and localized shipping should all be tested thoroughly. ## **Creating a Seamless Checkout Experience** Shopify enables seamless bundling experiences in the checkout process through the following methods: - **Shopify Bundles app** or the **Cart Transform API**: These tools allow merchants to present a main product with child products bundled underneath, creating a cohesive bundled experience for the customer. - **Separate line items**: Some bundling functionalities may still require separate line items for individual products within the bundle with discounts being reflected across multiple line items. It’s crucial to ensure the discount verbiage is clear to the customer to avoid confusion. ## **Testing, Analytics, and Optimization** ### **Measure Bundle Performance** Use **Shopify Analytics** or tools like **Google Analytics 4**, **Hotjar**, or **Klaviyo** to track: - Conversion rate for bundle pages - AOV compared to non-bundled carts - Revenue per bundle - Cart abandonment rates ### **A/B Test Everything** Try testing: - Different product combinations - Price points and discount levels - Placement on homepage or PDPs - Bundle messaging (e.g., “Save 20%” vs. “Best Value!”) ## **Advanced Strategies** ### **AI-Powered Personalization** Leverage AI to automatically generate bundles: - Based on past purchase data - Geo-targeted or seasonally relevant - Integrated with CRM to tailor bundles for returning customers ### **Upselling with Bundles** Offer: - A standard bundle with an upsell to premium - Post-checkout cross-sells (“Add socks to your bundle for $5”) ### **Loyalty Integration** Tie bundling with loyalty tiers: - Give VIPs access to exclusive bundles. - Offer point-based bundles (redeem points for a free add-on). ## **Common Challenges (and How to Overcome Them)** ### **Inventory Management** Bundles pulling from live inventory may require: - Custom code to check the inventory of the bundle items rather than the bundle listing - Low-stock alerts for popular items in bundles ### **Customization Complexity** As customization options increase, so does the potential for errors. Use conditional logic and limit options where necessary to streamline the experience. ### **Performance Optimization** A Dynamic bundle experience, depending on the complexity of the User Interface, can slow down your store: - Lazy-load content where possible - Minimize use of custom JavaScript - Compress images and avoid redundant API calls ## **Conclusion** For mid-to-enterprise Shopify brands, bundling isn't just a marketing trick — it’s a sophisticated strategy that blends personalization, operational efficiency, and data-driven growth. Whether you're looking to improve AOV, enhance the user experience, or streamline operations, mastering complex bundling can give you a powerful edge. [Reach out to Domaine](https://domaineworldwide.com/contact/) today to assess how you might implement some of these changes. **Q1: What exactly is "complex bundling" on Shopify?** A1: Complex bundling goes beyond simple "buy X, get Y" offers. It involves sophisticated configurations like mix-and-match bundles with dynamic pricing, product personalization within bundles, tiered discounts based on bundle content, subscription bundles, or bundles that combine physical and digital products, often requiring advanced app integrations or custom development. **Q2: Why is complex bundling particularly important for mid-to-enterprise Shopify brands?** A2: For larger brands, complex bundling can significantly increase Average Order Value (AOV), improve customer loyalty through personalized offers, reduce inventory carrying costs by moving more products, and create unique selling propositions that differentiate them from competitors. It allows for a more strategic and profitable approach to product presentation. **Q3: What are the biggest challenges when implementing complex bundles on Shopify?** A3: Common challenges include ensuring accurate inventory tracking for individual components within bundles, managing complex pricing rules, integrating with other apps (like subscription or fulfillment apps), providing a seamless user experience for customers configuring bundles, and reporting on the profitability of different bundle types. **Q4: Do I need a specific Shopify plan to implement complex bundling?** A4: While basic bundling can be done on any plan, true "complex" bundling often benefits from features available on Shopify Plus, such as access to Script Editor for advanced pricing rules, higher API limits for integrations, and dedicated support for custom development. However, many advanced bundling apps can extend functionality on lower plans as well. **Q5: What kind of apps or tools are typically used for complex bundling on Shopify?** A5: There are numerous apps in the Shopify App Store that cater to various bundling needs, such as "Product Bundles," "Upsell & Cross-sell," and "Subscription apps." For highly customized or unique bundling logic, brands may also leverage custom development or integrations with third-party ERP/CRM systems. **Q6: How can I ensure a smooth customer experience when offering complex bundles?** A6: Focus on clear communication and intuitive design. Provide clear instructions on how to build a bundle, use visual aids, offer real-time updates on bundle pricing as items are added, and ensure the checkout process is streamlined. Testing the customer journey thoroughly is crucial. ### Black Friday, Now Run by AI https://domaineworldwide.com/insights/ai-insights/black-friday-now-run-by-ai/ Black Friday used to be about doorbusters and sleep deprivation. This year, the story was different. Record spending, smaller baskets, and a new power broker in the middle of every shopping journey: AI. US shoppers spent a record 11.8 billion dollars online on Black Friday, up 9.1% from last year, but this growth isn’t coming from people buying more. With average order value and units per order both down, the increase is being driven almost entirely by higher prices, as economic pressure and tariffs push costs up. Cyber Monday spending was on track for 14.2 billion dollars, another record shaped more by inflation than by volume. Behind those numbers sits a sharp behavior shift. AI assistants drove traffic and shaped decisions. Shoppers used mobile as the primary device. Promotions stretched across November instead of peaking on one chaotic morning. And the brands that won were not the ones shouting the loudest. They were the ones that treated AI, owned channels, and retention as core infrastructure, not accessories. Winning the sale is only half the battle, though; the real upside comes from turning BFCM shoppers into long-term customers. For that, we’ve shared a full playbook in our guide to [post-BFCM retention strategies that scale](https://domaineworldwide.com/insights/commerce-insights/post-bfcm-retention-strategies-that-scale/). ## How Consumers Actually Shopped This BFCM Demand was up, but shoppers behaved like disciplined operators, not impulse buyers. Across the five days from Thanksgiving through Cyber Monday, [202.9 million consumers in the US shopped in store or online](https://nrf.com/media-center/press-releases/thanksgiving-holiday-weekend-draws-a-record-203-million-shoppers), up from 197 million last year, setting a new record. Online shoppers reached 134.9 million, up 9%. In store shoppers reached 129.5 million, up 3%. Average spend over the weekend hit 337.86 dollars, up from 315.56 dollars and the highest level since 2019. Adobe and Salesforce both highlight a pattern you likely saw in your own dashboards. [Average selling prices increased about 7 percent](https://www.reuters.com/business/retail-consumer/us-consumers-spent-118-billion-black-friday-says-adobe-analytics-2025-11-29/), while order volumes fell around 1 percent and units per transaction dropped about 2 percent. Shoppers spent more per order, bought fewer items, and focused on higher priced products. Black Friday remained a huge day, but shopping behavior was spread out throughout the weekend. Saturday and Sunday traffic rose sharply, with Sunday in store traffic up 27% year over year. Cyber Monday pulled in 75.9 million online shoppers, up from 64.4 million last year. Online spend kept climbing. [Adobe](https://www.businesswire.com/news/home/20251129379791/en/Mastercard-SpendingPulse-U.S.-Black-Friday-Retail-Sales-Up-4.1-YOY-as-Holiday-Momentum-Builds) and [Mastercard](https://www.businesswire.com/news/home/20251129379791/en/Mastercard-SpendingPulse-U.S.-Black-Friday-Retail-Sales-Up-4.1-YOY-as-Holiday-Momentum-Builds) data shows Black Friday ecommerce sales up about 10 percent, while stores saw only low single digit growth. Revenue rose more than 7 percent even though shoppers bought fewer items, driven by higher prices and a shift toward premium categories. ## How AI Assistants Changed the Journey The biggest structural change this year sat in the search bar. AI did not sit off to the side. AI drove traffic. Adobe reported an 805 percent surge in AI driven visits to retail sites on Black Friday. Shoppers who arrived after clicking links from AI assistants were 38 percent more likely to buy than visitors from other sources. Shoppers [describe the need, an agent does the hunting, and the retailer sees higher conversion](https://domaineworldwide.com/insights/commerce-insights/how-to-leverage-ai-search-for-the-best-deals-this-bfcm/) and larger baskets from those sessions. AI did not only matter in aggregate. Usage skewed young. Recent [data from Mastercard](https://www.notion.so/Takeovers-from-on-site-2c41e5089a25808a9292d8971eb27681?pvs=21) shows around 61 percent of Gen Z and 57 percent of millennials using AI tools to shop, from gift discovery to price comparison and stock checks, in line with what was observed during BFCM. Those shoppers lean on chat style interfaces and expect product suggestions in plain language, not in filter menus. Domaine’s own team used ChatGPT as a gift finding tool and liked the guided questions and quick comparisons. Others tried AI shopping but abandoned it fast because listings were inconsistent, prices were missing, or results pointed to obscure retailers. A few used AI only at the end of the journey to compare products already in their carts. Several teammates also noted that traditional tactics still worked. Strong discounts, clear urgency in email, and faster product listing pages from recent site updates still pushed them over the line. The current shift pulled attention away from retailer homepages and toward AI driven surfaces where ranking depends on structured data and relevance, not merchandising alone. ## Mobile, Timing, and Where Sessions Came From Mobile cemented its lead. NRF reports that on Cyber Monday, [46.9 million consumers shopped via mobile](https://nrf.com/media-center/press-releases/thanksgiving-holiday-weekend-draws-a-record-203-million-shoppers), up from 40.4 million last year, and mobile remained the top device for online shopping. [Shopify](https://www.shopify.com/) data reflects the same story. Average cart value across Shopify merchants reached 114.70 dollars, peak sales hit 5.1 million dollars per minute at 12:01 p.m. EST on Black Friday, and cross border orders accounted for 16 percent of all orders. Email, SMS, and push notifications did not only support those sessions. Those channels drove a large share of revenue. [Klaviyo](https://www.klaviyo.com/) reports that brands sent 22.7 billion messages during the BFCM period, up 25 percent year over year, generating 3.8 billion dollars in attributed revenue, up 27 percent. Email plus SMS accounted for 42 percent of BFCM sales for Klaviyo merchants. Those messages and AI tools also shaped timing. Shoppers browsed early, then waited. Klaviyo saw more conversions late in the weekend, especially Sunday and Cyber Monday, as shoppers price checked across channels, watched promotions evolve, and then committed. Recharge saw similar behavior from subscription brands, with full month promotional arcs outperforming single day pushes. ## What Our Partners Saw on the Ground Across support, retention, personalization, and mobile, partner data all points in the same direction. Revenue growth outpaced order growth. Shoppers purchased fewer items, spent more, and rewarded brands that combined relevance with operational strength. The numbers in this section come from data and commentary shared directly with Domaine by partners such as Gorgias, Recharge, Nosto, Tapcart, and Klaviyo, based on anonymized performance across their merchant bases. [Gorgias](https://www.gorgias.com/) highlights that brands with conversational support outperformed by a wide margin. Merchants that leaned into chat and messaging saw conversion rates more than 50 percent higher than peers that relied on traditional support only. SMS driven sessions produced AOV that was roughly 134 percent higher year over year. Top performers used AI assisted agents to handle surge volume while maintaining quality and response times during peak afternoon windows. Under performers lacked chat and messaging options and gave up a 51 percent conversion lift as a result. [Recharge](https://getrecharge.com/) reports that this BFCM was “bigger, earlier, and more strategically orchestrated.” Subscription focused brands built month long arcs instead of relying on a single hero offer. Health and Wellness brands saw close to 50 percent GMV growth. New subscribers increased 35 percent and new subscriptions rose 26 percent year over year. The best performers used threshold and bundle promotions to lift average order value without wrecking margins and paired discounts with gifts or add ons aimed at long term retention rather than one time deal seekers. Under performers squeezed activity into a narrow window and leaned on flat percentage discounts, leaving subscription revenue and higher value baskets on the table. [Nosto](https://www.nosto.com/) saw brands shift away from blunt discounting toward value exchanges. Many brands tied discounts to loyalty accounts or list growth, offering deals in return for signups rather than public price slashing. Customers who saw cross sells or upsells at checkout or post purchase enjoyed experiences that felt more tailored. Those flows drove almost a 15 percent lift in AOV. Personalized search results delivered a 10 percent higher click through rate than generic listings. Under performing brands skipped personalization and skipped cross sell logic, even as AI driven discovery pushed more new visitors their way. On mobile, [Tapcart](https://www.tapcart.com/) shows what happens when brands treat apps as core revenue engines instead of nice-to-have add ons. Across Tapcart merchants, apps generated 71.7 million dollars in sales over BFCM weekend and 135.4 million dollars during Cyber Week, across 1.17 million app orders and 1.06 million unique app shoppers. AOV reached 115.29 dollars, higher than what many brands see on mobile web. Top brands drove that performance with app exclusive benefits, early access, limited drops, and loyalty multipliers, plus structured push strategies that moved from early access, to launch, to last chance. Under performers treated the app as a last minute channel, mirrored site experiences, and failed to build an install base before BFCM. Klaviyo’s recap closes the loop. AI powered product recommendations drove a 71 percent increase in revenue from those messages, even as average discount depth dropped from around 29 percent to 26 percent. Personalization and lifecycle engagement did more work than blunt markdowns. The company captures that shift with one line. “Connection beats promotion.” ## What Top Performers Did Differently (According to Our Partners) Across the data and partner insights, top performers shared five moves. First, AI sat in the critical path, not in a corner. Agents supported human teams in chat and SMS. AI engines powered recommendations, search, and triggered messages. Gorgias brands that leaned into AI powered agent assistance handled more volume while raising conversion and order values. Klaviyo brands that used AI driven recommendations saw a 71 percent revenue lift from those messages. Second, the calendar shifted from a spike to a campaign. Recharge’s best brands treated November as a sequence. Teasers, list building, early subscriber offers, main BFCM promotions, and a second wave for Cyber Monday. Early data from Adobe backs this, with strong spending from mid November onward, aided by big box retailers like Walmart kicking off sales around November 14. Brands that bet everything on a single day missed shoppers who had already used AI tools to pre decide what to buy and where. Third, they sold value instead of racing to the bottom on price. Nosto clients tied discounts to loyalty and list growth and then used cross sells and personalization to push higher value baskets. Recharge clients structured offers around thresholds and bundles to grow AOV while protecting margin. Winners shaped offers around that behavior instead of panicking into blanket 40 percent off banners. Fourth, they treated mobile and owned channels as the primary arena. Tapcart numbers speak clearly. Higher AOV apps that deliver fast, focused experiences win high intent traffic and repeat sessions during the weekend. Klaviyo shows email and SMS driving nearly half of BFCM sales for many brands. NRF and Shopify data confirm that mobile dominated Cyber Monday and much of weekend shopping, and that independent brands on Shopify saw 81 million customers and record performance. Top brands coordinated push, SMS, and email to create a clear sequence of prompts, not a wall of noise. Fifth, they prepared operations for AI era demand. Gorgias highlights strategic staffing for peak hours and fast response times during afternoon surges. Tapcart stresses performance and stability as campaigns flip on. AI draws in higher intent traffic. That traffic turns into revenue only when support, site performance, inventory levels, and checkout flows hold up. ## Where Brands Left Money on the Table Under performers made familiar mistakes, but the cost of those mistakes rose this year because AI amplified differences. ### No Conversational Support Brands without chat and messaging missed the 50 plus percent conversion lift that Gorgias observed from conversational support. In an environment where many shoppers arrive from AI agents with specific questions and high intent, forcing those visitors to email or phone support leaves money unfinished. ### Flat Discounts and Margin Erosion Merchants that leaned on heavy sitewide discounts without structure gave away margin while failing to move shoppers up to higher value bundles. Recharge and Nosto both point to better outcomes from thresholds, bundles, loyalty gated offers, and subscriber only incentives. Those tactics match a consumer base that hunts for value but still trades up when an offer feels tailored. ### Short Promotion Windows Under performers compressed campaigns into a narrow window and ignored the extended demand curve that now runs across November. Many shoppers had already asked AI assistants to assemble shortlists and price histories much earlier. Brands that appeared late had no share of that consideration set. ### No Personalization or Cross Sell Strategy Nosto calls out brands that did not personalize search or recommendations and skipped cross sell logic outright. Those brands asked AI sourced visitors to wade through generic grids and missed the 10 percent CTR lift and 15 percent AOV lift seen from simple rules based personalization. ### Treating Mobile Apps as an Afterthought Tapcart’s under performers treated mobile apps like campaign billboards instead of core storefronts. They started install drives too late, mirrored the full website inside the app, and did not segment push notifications. As mobile continued to dominate holiday traffic, that choice meant losing high intent shoppers to rival brands with smoother experiences. ## What to Do Before Next BFCM For eCommerce and DTC leaders, the message is blunt. AI shaped this holiday peak, and the brands that thrived treated AI, mobile, and owned channels as a connected system. Here are six concrete moves to execute over the next twelve months. 1. Build an AI ready spine for discovery, support, and messaging: Ensure product data, pricing, inventory, and content are structured and machine readable. AI assistants depend on clean feeds and rich attributes. Firework’s analysis of AI driven holiday shopping stresses structured data, answer ready product pages, and clear trust signals as prerequisites for AI driven revenue growth. Add conversational search or guided shopping to your site. Layer AI support assistants into chat and SMS and instrument everything for conversion and AOV impact, not vanity metrics. 2. Turn BFCM into a four week story, not a two day spike: Start planning November as a sequence. Early list building and subscriber acquisition. VIP and loyalty offers. Main BFCM promotions that reward higher value behavior such as bundles, thresholds, and subscriptions. Cyber Monday and “forgotten gifts” follow ups. Recharge’s data shows full month arcs with weekly offer refreshes outperform one shot campaigns on GMV and subscriber quality. 3. Treat mobile and owned channels as the primary storefront: Invest in fast, focused mobile experiences. For many brands, that means a dedicated app. For others, a mobile web experience plus strong SMS and push programs. Tapcart’s numbers show apps driving AOV north of 115 dollars and meaningful revenue across the whole week. Klaviyo’s data shows email and SMS responsible for around 42 percent of BFCM sales. Start driving app installs and SMS opt ins months before November, and plan channel specific sequences instead of duplicating site banners. 4. Redesign promotion strategy for margin and value: Move away from uniform percentage discounts. Pair modest headline discounts with smart structures. Threshold free shipping or gifts. Bundles. Subscriber only pricing. Offers tied to loyalty tiers or engagement behaviors such as joining SMS or submitting a review. Nosto’s clients saw higher AOV from cross sells and upsells at checkout and post purchase. Recharge saw better subscription growth where brands paired promotions with clear ongoing value. 1. Lock in retention during the peak: Treat every BFCM buyer as a future high value customer, not a one time deal seeker. Build flows that trigger after first purchase. Second purchase offers, replenishment reminders, subscriber upgrades, and loyalty nudges. Klaviyo’s numbers show the impact of lifecycle engagement at scale. Tie those flows into AI generated recommendations so follow up messaging reflects real browsing and purchase behavior, not generic product pushes. 6. Stress test operations and data long before Q4: AI driven traffic brings high intent visitors who move fast. That magnifies every operational flaw. Gorgias points to the importance of staffing for peak hours and fast response times. Tapcart highlights performance under load for apps. Run performance tests on your site and app, rehearse playbooks with support and operations, and validate that data flowing into AI systems is accurate and fresh. ## Key Takeaways - Shoppers spent more, not on more items, but on fewer, higher value purchases. Online spending and mobile usage reached new highs. - AI assistants moved from novelty to core decision layer. Visits from AI tools converted more often and influenced billions in sales. - Top brands used AI, personalization, and full month promotional arcs to grow revenue without deeper discounts. - Conversational support, structured cross sells, and loyalty based offers separated winners from brands that relied on flat discounts. - Mobile apps and owned channels handled a large share of BFCM revenue, especially when brands provided app exclusive value and sequenced push, email, and SMS. - Brands that treat AI, mobile, and retention as one connected system will set the pace next year. Everyone else will see AI agents hand high intent shoppers to a competitor. ### Tariffs Are Rising; Learn How Large DTC Brands Are Navigating Changes and Rising Costs https://domaineworldwide.com/insights/resources/tariffs-are-rising/ Rising tariffs and the end of the de minimis exemption are increasing costs and complicating logistics for DTC brands. Learn how leading brands are adapting supply chains, pricing, and messaging to maintain margins and customer trust. At Domaine, we work with 7- and 8-figure brands navigating complex fulfillment, pricing, and campaign strategies on Shopify. We’re seeing firsthand how industry leaders at brands operating in the U.S. are responding to tariff volatility, and which strategies have the potential to protect both margin and customer loyalty. ### What’s Changed and Why It Matters Two major policy changes are creating urgency for brands: - [Higher import tariffs on Chinese goods](https://www.cnbc.com/2025/04/10/china-trump-tariffs-live-updates.html), affecting raw materials, packaging, and finished goods. - [The elimination of the $800 de minimis exemption](https://nymag.com/strategist/article/de-minimis-loophole-explained.html) for shipments coming from China, which now subjects more shipments to duties and border delays. ### The impact? Rising landed costs. Tighter margins. Slower logistics. And greater pressure to communicate price changes with clarity and care. We are working closely with brands to help them pivot where possible to preserve margin while maintaining customer trust. ### How the Brands We Work With Are Staying Ahead #### Rebuilding the Supply Chain Brands are actively looking to diversify sourcing to reduce exposure to Chinese tariffs, such as manufacturing to Mexico, Vietnam, or U.S.-based partners. Others are using bonded warehouses or importing in bulk to defer or dilute tariffs without disrupting fulfillment. #### Pricing With Precision A/B testing is key. It’s helping brands pinpoint which SKUs can absorb increased costs without compromising conversion. Some are bundling to offset tariffs, while others are surfacing a “Tariff Fee” line item at checkout. We’ve built a custom Shopify checkout integration to make this easy and customer-friendly, positioning the fee as transparent, not punitive. #### Messaging That Builds Trust Pricing changes aren’t being hidden, they’re being explained. We’re helping brands send proactive price-change emails ahead of tariff hikes, and repositioning “Made in USA” SKUs as premium offerings worth the investment. It’s about reinforcing value, not justifying cost.  **Receive our Tariff Impact Analysis Playbook, informed by our clients.** — Published 05/05/2025 — [Download Now](https://domaineworldwide.com/shopify-brands-and-u-s-import-tariffs/) ### Domaine’s Custom Tariff Solution for Checkout ![Desktop and mobile screenshot of our checkout line item solution on a green background](https://cdn.sanity.io/images/cxeknc6v/production/a3a688ebcf3f79f321ade2928828857c87fe27fc-4500x3025.png?w=1600) In response to changing tariffs, we’ve created a custom Shopify solution for our brands to manage tariff fees programmatically at checkout. This solution is for brands looking to add a tariff fee into the cart during checkout, which can be calculated as either a fixed fee per line item or a percentage-based fee on the cart subtotal. ### Existing Shopify Features That Can Help Shopify has built-in tools to help brands on their platform respond to tariff changes. These include: - [**Duties & Import Taxes Calculator**](https://help.shopify.com/en/manual/international/duties-and-import-taxes) to show accurate costs at checkout - [**Duty-Inclusive Pricing**](https://help.shopify.com/en/manual/international/managed-markets/tax-inclusive) to absorb tariffs into the product price and reduce sticker shock - [**Preferential Trade Agreement Support**](https://changelog.shopify.com/posts/shopify-duties-and-import-taxes-preferential-treaty-support) to auto-apply benefits like USMCA - [**Managed Markets**](https://help.shopify.com/en/manual/international/managed-markets) for automated DDP labels and fulfillment options for simpler international fulfilment **We’ll help you audit your setup and identify exactly which levers to pull.** — [Get in Touch](https://domaineworldwide.com/contact/) # ### Mastering Shopify Product Schema: Boost SEO and Sales with Structured Data https://domaineworldwide.com/insights/technology/shopify-product-schema-for-seo/ Understand what product schema is, how to implement it, and how to fix common issues using structured data for performance on Shopify. In the highly competitive world of ecommerce, visibility is everything. One of the most effective ways to stand out in search results and provide a better customer experience is by implementing **product schema** on your Shopify store. Structured data, including product schema, plays a pivotal role in improving search engine optimization (SEO), increasing conversions, and enhancing your brand's trustworthiness. ## What is Product Schema and Why is it Important? ### What is Product Schema? Product schema is a specific type of **structured data** that provides search engines with detailed information about the products on your ecommerce store. It is written in a format called **JSON-LD** (JavaScript Object Notation for Linked Data), which search engines like Google use to understand and display key details about your products, such as price, availability, reviews, and more. ![google search central example of product schema benefits](https://cdn.sanity.io/images/cxeknc6v/production/c9e3d6befcd292871dac6de5f98a784d4974dd65-2004x852.png?w=1600) _Example provided by Google Search Central._ By adding structured data to your product pages, you’re essentially making it easier for search engines to read and present your products in richer, more informative search results. This can improve your visibility and lead to more clicks from potential customers. ### Why Product Schema is Crucial for Shopify Stores Product schema offers several key benefits for Shopify merchants: - **Improved visibility with rich results**: When implemented correctly, schema can trigger rich snippets that display product details directly in search engine results. This might include information such as product prices, availability, and customer ratings—enhancing the visual appeal of your listings. - **Higher Click-Through Rates (CTR)**: Rich snippets stand out in search results, which often leads to higher CTRs. Users are more likely to click on products with clear, relevant details. - **Building trust with customers**: By displaying key product information directly in search results, you help build trust with potential buyers. Transparency around pricing, reviews, and stock availability can instill confidence in your store. ## How to Check if Your Shopify Store Has Product Schema Before you can optimize your Shopify store’s schema, it’s essential to check if it’s already been implemented properly. ### Steps to Identify Existing Schema 1. [**Google’s Rich Results Test**](https://search.google.com/test/rich-results): This free tool allows you to test individual product pages and see if schema is being recognized and displayed properly. 2. **[Schema Markup Validato](https://validator.schema.org/)r**: Another tool that helps identify structured data on your pages and checks if there are any issues. 3. **Inspect HTML Code**: If you’re comfortable with a bit of coding, you can also inspect the liquid and HTML code used to generate the schema in the Shopify theme editor. ### Common Issues to Look For - **Missing or Incomplete Schema**: Schema is sometimes missing or incomplete, especially if you’ve never added it or if it’s been incorrectly implemented. - **Duplicate Schema**: If multiple apps or integrations are adding schema to your pages, this can cause conflicts and duplicate markup, which search engines may penalize. - **Schema Conflicts**: Sometimes, apps or themes can interfere with each other, causing errors or overwriting important schema elements. Using the tools previously mentioned like a schema markup validator can ensure your schema is valid. To showcase what an optimized schema can look like, here is an example from [Schema.org](http://schema.org): `` ## Adding Product Schema to Your Shopify Store Once you’ve identified whether your Shopify store is using schema, the next step is to add or update it. ### Manual Method: Coding Your Schema If you prefer hands-on control, you can manually code your product schema into your Shopify store using the platform’s Liquid templates. 1. Open your `main-product.liquid` in Shopify’s theme editor. 2. Add a `JSON-LD` script to the page to define product attributes like name, price, availability, and reviews. 3. Use best practices to ensure your schema is accurate and aligns with Google’s guidelines. ### Using Shopify Apps for Schema Not comfortable with code? No problem! There are several apps that can automate the process of adding product schema to your Shopify store. Some popular options include: - Schema Plus - JSON-LD for SEO These apps simplify the process by adding schema markup to your product pages automatically. However, there are pros and cons to using apps versus manual implementation: - **Pros**: Quick setup, no coding experience required, automatic updates. - **Cons**: Limited customization options, potential for conflicts with other apps. ### Customizing Schema for Unique Products For stores selling specialized or unique products—such as bundles, limited edition items, or custom variations—customizing your schema markup can help you highlight these special attributes. For example, you can tailor your schema to include additional fields like product color, size variations, and inventory levels. ## Fixing Common Product Schema Issues Even if you’ve implemented schema successfully, issues can still arise. Let’s go over some common problems and how to fix them. ### Duplicate Schema Markup This issue occurs when multiple apps or manual code snippets add schema to your pages, resulting in conflicting or duplicate data. To resolve this, use tools like Google’s Structured Data Testing Tool to find conflicting schema and remove or consolidate them. ### Errors in Schema Markup Errors can crop up due to missing fields, incorrect syntax, or outdated markup. Common errors include: - **Missing required fields** like product name or price. - **Incorrect syntax** in JSON-LD markup. You can resolve these by using the **Structured Data Debugging Tool** from Google, which will show you specific errors and how to fix them. ### Outdated or Incomplete Schema Your Shopify store’s schema might become outdated as Shopify releases new features or Google updates its structured data guidelines. Keep your schema up to date by reviewing it periodically and ensuring it includes new product attributes, such as product categories or additional review fields. ## Benefits of Product Schema for SEO and Sales ### Boosting SEO Performance Product schema can significantly enhance your [SEO](https://domaineworldwide.com/services/strategy/consulting/seo/) performance by providing search engines with more detailed, accurate information about your products. Rich snippets, which appear in search results, can increase the likelihood of users clicking on your [product listings](https://domaineworldwide.com/studio/insights/technology/shopify-unlisted-product-status-guide/). Case studies show that stores that use rich snippets see a notable boost in their rankings and CTR. ### Enhancing Customer Experience Structured data isn’t just about search engines—it also improves the customer experience. By displaying key details like product ratings, price, and availability right in search results, you help potential customers find your products without directly searching for your website (seeing related products through Google Shopping for example). ### Driving Conversions and Revenue By providing more product information directly in search results, you can increase buyer confidence. For example, when shoppers see a high rating or an in-stock status for an item, they’re more likely to click and complete the purchase. Accurate schema data can lead to higher conversion rates and increased revenue. ## Tools and Resources for Managing Product Schema Managing product schema efficiently requires the right tools. Here are some essential resources: - **Google Search Console**: This tool helps monitor how your structured data is performing and notifies you of any issues. - **JSON-LD Viewer**: A browser extension that allows you to view and validate schema on your site easily. - **Schema.org**: The official documentation for all structured data markup, including product schema. - **Shopify Developer Resources**: Detailed guides and documentation to help you customize your Shopify store’s templates. ## Partnering with a Shopify Agency for Schema Optimization While implementing product schema can be straightforward for some, it can also get complex, especially as your store grows. Working with a Shopify expert can ensure that your schema is optimized for SEO and performance. ### Why Work with Experts? - **Technical SEO**: A Shopify agency can help you resolve complex issues with schema markup and ensure your structured data is optimized for search engines. - **Scalable Solutions**: As your business grows, agencies can help maintain and scale your structured data across a growing product catalog. ### How Domaine Can Help At **Domaine**, we’re the world’s largest independent Shopify design and development partner. We offer [expert services](https://domaineworldwide.com/services/strategy/) in product schema implementation and optimization, ensuring that your store’s structured data is working effectively to improve your SEO and sales. ## Conclusion Incorporating product schema into your Shopify store is a critical step in boosting your SEO, increasing sales, and enhancing customer trust. Whether you choose to implement schema manually or use an app, understanding how structured data works and how to optimize it can give your store a competitive edge. [**Take action today**](https://domaineworldwide.com/studio/contact/)—check and optimize your product schema to start seeing improvements in your Shopify store’s performance. ## FAQs ### How do I know if my Shopify store has product schema? You can check your store’s schema using tools like Google’s Rich Results Test or Schema Markup Validator. ### Can I add schema without coding experience? Yes, there are apps available for Shopify that allow you to add schema without any coding knowledge. ### Which fields are most important for product schema? The most important fields include product name, price, availability, reviews, and brand. ### How often should I update my product schema? It’s a good idea to review your schema periodically, especially when adding new products, updating prices, or when Google releases updates to structured data guidelines. ### How to Leverage AI Search For The Best Deals this BFCM https://domaineworldwide.com/insights/ai-insights/how-to-leverage-ai-search-for-the-best-deals-this-bfcm/ How are consumers leveraging AI this Black Friday weekend? We’re taking ourselves to the shop floor, sharing our top tips on how to use AI to cut through the chaos of email offers, uncover the good stuff with smart prompts and shop smarter, not harder, this weekend. Every year, Black Friday and Cyber Monday marks the most relevant milestone on the retail calendar. And this year, new and smarter ways of making the best out of the season have come from the rise of AI-powered shopping. [One in thre](https://kpmg.com/uk/en/media/press-releases/2025/10/ai-enabled-searching-set-to-influence-how-consumers-discover-black-friday-deals.html)[e 25-34 year olds are planning to use AI chatbots to find Black Friday Deals ](https://kpmg.com/uk/en/media/press-releases/2025/10/ai-enabled-searching-set-to-influence-how-consumers-discover-black-friday-deals.html)quietly changing how customers compare products. [60% of consumers plan to use AI to discover deals, and 69% ](https://modernretail.co.uk/consumers-will-rely-on-ai-for-shopping-and-deals-over-black-friday-weekend-and-xmas-period-says-applause-study/)said they’d let AI decide who actually wins their spend. ## Different AI Use Cases For BFCM ### AI-Powered Shopping Assistants AI-powered assistants like ChatGPT, Perplexity or Google Gemini can check multiple retailers, compare prices, and shine a light on the best deals. Ask something like: _“What’s the best deal on a 65-inch OLED TV today?”_ …and AI will sift through the clutter so shoppers don’t have to. ### ChatGPT Shopping Research ChatGPT launched their new shopping research function just in time for BFCM. Instead of hopping between dozens of sites, shoppers can describe what they’re looking for and ChatGPT builds a personalized buyer’s guide with options, trade-offs, and live product details pulled from high-quality sources—all inside one conversation. ### Price-Tracking & Deal-Alert Tools Shoppers can use tools (or generative AI prompts) that watch for price drops, alert when something goes on sale, or automatically notify when the item they want enters a target price. This means shoppers can set up their “wish list” items ahead of time and let AI monitor for best timing to buy. ### Personalized Product Recommendations Shoppers can use AI that learns their preferences (from browsing/purchase history) and suggests suitable deals or items they didn’t know existed. This can help them find items they might otherwise miss in the flood of Black Friday offers. ### Faster Research And Decision-Making Large language models help shoppers process long product pages, reviews, specs, etc., more quickly (e.g., summarizing, comparing) so they can decide faster. For example: “Summarize the key differences between this laptop and that one” via AI. ### Conversational And Voice-Based Shopping As conversational interfaces mature, the shopping journey is becoming more natural and less structured. Instead of typing “best running shoes sale,” shoppers ask AI: _“Find me the best running shoes for under £120 that are good for road running and long distances.”_ This lowers the barrier for those who might feel lost in promotional chaos. ## Prompt Examples for Different Shopper Scenarios There are a lot of different shopping scenarios over BFCM, here's some prompts shoppers can plug into their AI bot to get the most effective results. ### Scenario 1: A strict wish list and budget **“Find me the best deal on my wish list within a specific budget.”** `Help me optimise this Black Friday/Cyber Monday wishlist. ` `Wishlist: [paste items]. ` `Total budget: £[X]. ` `Research across reputable retailers and find the best current deals for each item. Only include items that fit my budget. Then create a short buyer’s guide: which items represent the best value, where to buy them, and whether it looks better to buy now or wait until later in the weekend based on current pricing.` **“Compare multiple deals for one product.”** `Compare the best Black Friday deals for this product: [product name & model]. List the retailer, price, shipping cost, return policy, and whether the deal looks genuinely good compared to normal pricing.` **“Alert me if my target item goes under a certain price.”** `Track the price of this item over Black Friday/Cyber Monday: [link or product description]. Notify me if you find it below £[target price] and show me all retailers offering it.` **“Tell me if a discount is real or inflated.”** `Can you verify whether this Black Friday discount is real? Here is the product: [paste link]. Show me typical pricing over the last few months and whether this sale is actually a good deal.` **“Help me optimize my total spend.”** `Here’s my full wishlist and my total budget of $[X]. Help me prioritize which items I should buy now based on savings, stock risk, or price patterns. If the full list exceeds my budget, suggest the most cost-efficient combination.` **“Create a purchase plan based on live deals.”** `Here are all the items I want for Black Friday: [list]. Create a step-by-step plan — what to buy first, where to find the best price, and how to stay within budget.` ### Scenario 2: The shopper doesn’t know what they want — only categories **“Show me the best deals across my interest categories.”** `I’m shopping for Black Friday but I’m not sure what to buy. Here are the categories I’m interested in: [e.g., high-street fashion, jewelry, home appliances, TVs]. Show me the top current deals in each category and why they’re good value. ` **“Recommend high-value purchases for my budget.”** `I have a budget of $[X] for Black Friday shopping. What are the highest-value deals you recommend across categories like [list categories]? Offer a mix of big-ticket deals, hidden gems, and great-value favourites. ` **“Find trending or unusually strong deals.”** `Find me the Black Friday deals that are trending, unusually discounted or widely shared today in these categories: [categories]. Why are they popular?` **“Build me a shopping list based on great deals.”** `I want to take advantage of Black Friday but don’t know what to buy. Create a tailored shopping list of the best-value items under $[X] across [categories].` **“Help me discover items I didn’t know I wanted.”** `Suggest items I may not be thinking about but that represent excellent value this Black Friday across [categories]. Prioritize unusually large discounts or high-utility products.` **“Show me the categories with the biggest savings today.”** `Based on today’s Black Friday data, which categories currently offer the strongest discounts? Highlight any surprise categories.` **“Compare categories to find the best return on budget.”** `Here are the categories I’m considering: [list]. Where will my money go the furthest based on current Black Friday pricing trends?` ## Wading Through Your Emails With AI If Black Friday inboxes are a rising tide of noise, AI is a tide-turner. This BFCM, consumers can link tools like ChatGPT directly to their Gmail* and transform the flurry of brand emails stacking up shoppers inboxes into an organized, prioritized feed of all their favorite brands. Once connected, a shopper can simply ask AI to: - Pull all Black Friday or Cyber Monday emails from their inbox - Summarize the offers clearly - Extract discount percentages, products and expiry dates - Group deals by retailer or category - Surface standout or unusually strong discounts - Compile all coupon codes in one place There are, of course, guardrails. **AI can only access emails the user explicitly grants permission to read, and it cannot take actions like deleting, unsubscribing or rearranging folders.** And while AI can identify patterns, it cannot confirm deal competitiveness without being asked to cross-check prices elsewhere. But even with these constraints, the ability to turn an overflowing inbox into a strategic shopping shortlist is transformative. *Right now, **ChatGPT paired with Gmail is the only seamless combo for scanning a full inbox for BFCM deals**. Other assistants like Gemini or Copilot offer helpful in-email summaries, and AI-first clients such as Superhuman and Spark make reading faster, but none of them can extract brand names, pull discount codes, group offers or analyze multiple promotional emails at once. ### How to pull out the best inbox deals using AI prompts: Once you’ve connected your Gmail account to ChatGPT, you can use it as a personal BFCM assistant. Here are ready-to-go prompts you can copy and paste straight into ChatGPT. **Pull all the BFCM deals from the inbox** **Prompt:** `Search my Gmail inbox for all emails related to Black Friday, Cyber Monday, sales or discounts from the past [X] days. ` `Summarize each one by listing the brand, the deal or discount offered, any promo codes, expiry dates and whether it looks time-sensitive.` **Create a simple digest of every offer** **Prompt:** `Scan my inbox for all Black Friday and Cyber Monday emails and create a digest that includes: brand name, headline offer, discount percentage, promo code, key exclusions and expiry date. Format it as a clean, skimmable list.` **Extract all discount codes in one place** **Prompt:** `Search my inbox for all BFCM emails and extract every discount or promo code. ` `For each code, include the brand, the offer, minimum spend (if stated) and the expiry date. Put everything into a single, easy-to-copy list.` **Show me today’s best deals from my inbox** **Prompt:** `Look at all BFCM emails I’ve received today and highlight the strongest deals based on discount size or limited-time offers. Include the brand, the discount, any codes and when the offer expires.` **Group my deals by brand or category** **Prompt:** `Scan my inbox for Black Friday and Cyber Monday emails and group the offers by brand and then by category (e.g., fashion, beauty, tech, home). For each one, list the discount, any promo code and the expiry date.` **Pull only the deals I care about** **Prompt:** `Search my inbox for all BFCM emails, but only show me the offers related to [fashion / beauty / tech / home / jewelry]. For each one, list the brand, discount, code and expiry date.` **Turn my inbox into a shopping list** **Prompt:** `Scan all BFCM emails in my inbox and build a master shopping list showing: brand, product or category, discount offered, promo codes and expiry dates. Organise it so I can quickly see where the biggest savings are.` **Surface hidden or easy-to-miss offers** **Prompt:** `Look through all my Black Friday and Cyber Monday emails and highlight any hidden deals, early-access links, stackable codes or offers buried in the small print. Summarise them by brand, discount, code and expiry date.` ## The future of AI in BFCM: Agentic Comerce to buy inside ChatGPT In September 2025, OpenAI announced the introduction of one of the most relevant features for merchants on AI assistants; Agentic Commerce, a built-in feature enabling customers to [buy directly into ChatGPT trough Shopify stores](https://meetdomaine.com/insights/technology/shopify-openai-how-chatgpt-is-transforming-ecommerce/), adding an additional layer into the set of available tools merchants have to reach new customers and making AI optimization and discoverability ever more relevant for both customers and brands. In the near future, customers looking for the best deals won’t have to abandon their conversations to checkout on their chosen products and will benefit of comparing products, finding offer and ordering all at the same place. If you need support with optimizing your ecommerce store for AI search, [reach out to our expert team](https://domaineworldwide.com/contact/) and check out our [AI Commerce Suite offering.](https://domaineworldwide.com/services/strategy/ai-commerce-suite/) ### Domaine Acquires Pattern to Transform Experience-First Digital Commerce https://domaineworldwide.com/insights/domaine-news/domaine-acquires-pattern/ Domaine has acquired Pattern, a leading digital design agency in the commerce ecosystem. Together, the teams combine experience-led design, Shopify expertise, and engineering excellence to help brands scale with clarity and intent. Domaine, the leading global [Shopify](https://www.shopify.com/) design and development practice, today announced its acquisition of [Pattern](https://www.thisispattern.com/), one of the most highly awarded digital design agencies in the commerce ecosystem. This strategic move unites Pattern’s design expertise with Domaine’s engineering and delivery excellence, setting a new standard for experience-first digital commerce at scale. **Read our Press Release** — [Learn More](https://www.businesswire.com/news/home/20260108887103/en/Domaine-Acquires-Pattern-to-Transform-Experience-First-Digital-Commerce) Pattern partners with brands at key inflection points in their digital journey, including transformative initiatives like a brand refresh, a digital redesign, or a major commerce platform migration. The depth and quality of Pattern’s work has earned them an industry-leading reputation and more than 200 awards, including annual recognition from [The Webby Awards](https://www.webbyawards.com/), [W3](https://www.w3award.com/), [Glossy](https://www.glossy.co/), and [ADWEEK](https://www.adweek.com/) for their partnership with brands such as [Marine Layer](https://www.marinelayer.com/), [Framebridge](https://www.framebridge.com/), [Bobbie](https://www.hibobbie.com/), [Image Skincare](https://imageskincare.ca/), and [Rothy’s](https://rothys.com/), which was a joint collaboration between Pattern and Domaine. ![Mike, Isaac, and Marko standing in an office](https://cdn.sanity.io/images/cxeknc6v/production/53ef26b71d37716151954296a563651e910fbe38-1920x1080.jpg?w=1600) “As digital transformation continues to accelerate, experience design has become a defining competitive advantage for commerce brands,” said [Marko Bon](https://www.linkedin.com/in/markobon/), President of Domaine. “Bringing Pattern into the Domaine portfolio expands our ability to help clients reimagine their brands and deliver truly differentiated experiences across every channel.” ### A Unified, Digitally-Native Offering Pattern has a proven track record of partnering with brands at every stage of growth, including VC-backed startups building digital-first brand identities, high-growth brands investing in the evolution of their digital experiences, and enterprise organizations requiring robust, scalable design systems that support complex, multi-department workflows and AI-enabled efficiencies. “As Pattern experienced record-breaking growth over the past several years, it became clear that finding the right partner to scale with was critical to our long-term strategy,” said [Isaac Newton](https://www.linkedin.com/in/isaacenewton/), Co-Founder of Pattern. “Joining Domaine accelerates our ability to guide clients through full-scale digital transformations. Just as important in finding our new home has been the cultural alignment and team synergies we’ve created between our organizations, which has truly made this a natural fit.” “From the start, we believed that differentiated customer experiences would define the future of ecommerce,” said [Michael Janiak](https://www.linkedin.com/in/mjaniak/), Co-Founder of Pattern. “As we partnered with larger, more complex brands, it became clear that realizing our next chapter required a partner with shared values around craft, ambition, and scale. Joining Domaine allows us to bring experience-led, technology-driven commerce to more brands globally.” ### Looking Ahead Pattern and Domaine have already collaborated on a number of projects, so this transition will be seamless for internal teams and clients alike. With a shared vision of delivering fully personalized brand experiences and a proprietary “one site per customer” philosophy, the combined organization is uniquely positioned to lead digital commerce innovation across the Shopify ecosystem. Together, Domaine and Pattern will help brands navigate rapid change across technology and AI, while also playing an active role in defining the future of commerce. **About Pattern** — [Learn More](https://www.thisispattern.com/) ### Shopify B2B vs BigCommerce B2B https://domaineworldwide.com/insights/technology/shopify-b2b-vs-bigcommerce-b2b/ Choosing the right B2B e-commerce platform matters, a lot. It’s not about fancy marketing terms; it’s about finding something reliable that supports your growth without causing headaches down the line. Shopify and BigCommerce come up often, but how do you know which one actually makes sense for your business? ### User-friendliness Shopify stands out because it's genuinely easy to use. You don’t need a developer background to get started. Whether you're adding B2B capabilities to an existing DTC store or setting things up from scratch, Shopify keeps it simple. BigCommerce, on the other hand, tends to lean heavily on its technical architecture. While powerful, this usually translates into needing extra work and additional tools, especially when linking with an ERP. That means higher costs and complexity, something growing brands usually want to avoid. ### Community & features Shopify’s strength isn’t just the platform itself; it’s the community around it. You benefit from regular updates, lots of helpful apps, and straightforward support. It’s a practical ecosystem that makes your day-to-day life easier. BigCommerce has plenty of features too, but innovation is slower. Basic improvements, like user roles or easy ERP connections, often lag behind, making users dependent on custom-built solutions that cost more time and money. ### Simple scaling Growing your business shouldn’t be complicated. BigCommerce can handle complex scenarios, but that complexity often means dealing with unexpected costs, extra development hours, and ongoing maintenance challenges. Integrating multiple tools, particularly ERP systems, can quickly become expensive and time-consuming, pulling focus away from your core business. Shopify, however, offers a simpler path. Its intuitive platform allows you to scale smoothly without needing extensive technical know-how or costly integrations. Pricing is transparent and predictable, giving you clear visibility of your future costs. For mid-market companies looking to grow steadily and confidently, Shopify's clarity and simplicity remove unnecessary hurdles, allowing you to concentrate on growing your business rather than managing tech complexities. ### Security made easy Both Shopify and BigCommerce prioritise security, but Shopify simplifies it further. It automatically handles essential compliance standards like PCI DSS, ensuring your customer data remains secure. Regular security updates, seamless fraud protection, and robust data backups are built directly into the Shopify platform, which means less manual oversight and fewer worries for your team. With Shopify, security feels effortless, giving you one less thing to stress about. ### Real-world performance Sure, BigCommerce has some compelling case studies, particularly in manufacturing and wholesale. However, Shopify consistently demonstrates its strength across a wider range of industries, from fashion and consumer goods to tech and home products. Brands often highlight Shopify's reliability during high-traffic periods, seamless international expansions, and rapid launch capabilities. This versatility isn't just good on paper, it's proven by countless real-world success stories, making Shopify a reliable choice for businesses looking for steady and flexible growth. ### Why Shopify? If you value simplicity, practical tools, and straightforward scaling, Shopify usually makes more sense. BigCommerce might be right if you have highly specific, complex needs and a bigger budget for technical customisation. But for most brands looking to scale without complications, Shopify is the better fit. ### Choosing what’s best for you At the end of the day, the best platform matches your goals, budget, and what you realistically need. If you want less hassle and more room to focus on growing your business, Shopify will probably feel like the right choice. At Domaine Europe, we won't push you towards a platform that doesn't genuinely fit your needs. If you're still unsure whether Shopify B2B is right for you, let's have a chat, we'll help you figure it out. ### 9 original Email Marketing flows to try out https://domaineworldwide.com/insights/commerce-insights/9-original-email-marketing-flows-to-try-out/ On average, e-commerce brands attribute around 25% of their revenue to email marketing. At Domaine Europe, as Klaviyo partner, we have noticed several clients performing way better than that, with up to 50% of their revenue coming from email marketing. That's why we highly recommend e-mail marketing. In our last blog we gave you 5 Must Have flows to start with. But, are you ready to get a bit more creative? That's possible! Those 9 flows are only the tip of the iceberg of what's possible in e-mail marketing. Let's go! ## To fit your brand You probably know about the must-have e-mail marketing automation flows for e-commerce. If you want to maintain the attention of your clients and let e-mail marketing really work for your brand, then you can think about experimenting with some creative flows which are highly fitted for your brand and product. In the examples below, we talk about some flows we created and got serious results from. Maybe it's also something for you! # ### 1. Post-purchase flow What does your client need after they purchased something in your store? That is a really good question to ask yourself when brainstorming your email marketing strategy. A good post-purchase flow will anticipate any problems or questions your customer might have. ### 2. Pre-sale When your brand launches a new product, it can never hurt to generate a lot of buzz even before the product is available. That way you can engage customers way before they actually receive their product, build anticipation, and also create a sense of scarcity. Email marketing is a perfect way to do all this. ### 3. Reviews and User Generated Content User Generated Content (UCG) is extremely important to build trust with your online audience. People will be much, much more inclined to shop with you after having heard about other people’s positive experiences with your brand or product. This is why reviews are a must for your online store. In fact, reviews are so important that you will want to add them to your marketing emails as well. To do this, you need to connect your ESP with a review app. At Domaine Europe, we regularly integrate Klaviyo with Reviews.io or JudgeMe, two powerful review tools that open up a range of options when combined with Klaviyo. ### 4. Loyalty program Most apps that facilitate loyalty programs for your Shopify webshop (such as [Loyalty Lion](https://loyaltylion.com/), [Smile.io](https://smile.io/), or [Growave](https://www.growave.io/)) have an email option, but this is often very limited in terms of branding, layout and strategy. If you connect your loyalty app with Klaviyo you have many more options. Klaviyo can predict a customer’s next purchase, for example, based on their purchase pattern so far. This works especially well with products like razor blades and toothpaste and such, which people need to replace on a regular basis. When Klaviyo tells you a customer buys a new shampoo bar every 6 months, you can send them an innocent-looking email about 7 days before they will buy again, reminding them of the amount of loyalty points in their account and suggesting what reward they might claim with it. The customer will be more likely to use any discount codes for their upcoming purchase, or do something else with their loyalty points when they are in your store to buy new shampoo. ### 5. Product quiz Currently there is a trend in e-commerce to offer customers a more and more personalized shopping experience, even if it is online. This strategy is particularly suited to fashion, where sizes, shapes, colours and styles are all very personal. It also works brilliantly for a connoisseur audience buying products like books, coffee or wine. A very useful tool for personalized shopping is offering visitors of your store an online decision aid or product quiz, with which customers can determine what product suits their personal needs, tastes and preferences best. Before they fill out the questionnaire, ask customers for their email address, so you can load their data into Klaviyo and send them the results of the quiz - which, incidentally, creates another opt-in possibility, in addition to the opt-ins elsewhere on your site. With the data from the quiz, Klaviyo can also group customers according to their personal profile and send the various segments personalized emails catering to a particular profile. ### 6. Subscriptions The trend for subscription products is still going strong, and is an excellent way to keep customers coming back regularly. So if you have any products in your catalogue that people regularly need a replacement for, like coffee or infant formula or sun screen: consider setting up a subscription program to boost your Average Order Value and improve your customer retention. Connecting your subscription app with your Email Service Provider can open up a lot of possibilities to get the most out of your subscriptions. At Domaine Europe we prefer the subscription app Recharge for this: it plays very well with Klaviyo, and we saw some amazing results from the combination. Our client Kabrita grew their AOV by an incredible 200% when they launched their subscription program for baby and infant formula made from goat’s milk. ### 7. Facebook Lead Ad As we already mentioned in the introduction to this e-book: online acquisition has become more and more expensive and less and less effective lately. Of course most e-commerce brands can’t really do away with online ads altogether - you need to source new customers to stay in business - so you will want to get the most of your expensive ads. This is where email marketing can make a big difference for your results: if you follow up on your ads with some well thought out email flows, the new visitors clicking on them are more likely to stick around. If you use Klaviyo, you can make your ad campaigns a bit more effective by having Klaviyo instruct Facebook on which segments of visitors you are targeting. This works very well if you want to enrich your email list anddatabase. Think of targeting these three segments of your email list, for instance, with a tailored FB ad: - Customers who bought something but didn’t subscribe to your emails: try to get them to subscribe via the FB ad. - People who haven’t yet bought anything, but have shown interest in your store: have a raffle in which people can win a voucher, or offer new subscribers a free sample product (more about that option in the next paragraph!). - People who don’t know your brand yet: get them to subscribe so you can introduce them to your brand. Don’t overestimate the effects too much, though: with an online advertisement you usually get quantity instead of quality. Hence, it is best to purge your email list every once in a while to weed out the inactive subscribers via a sunset series. ### 8. Sample flow Of course you can also use your FB Lead Ad to offer people a free sample of your product, to introduce them to your brand. This works best with people who have already shown interest in your brand, but haven’t bought anything yet. Hence, have Klaviyo feed Facebook that specific segment in your database. A heads up: if you don’t have that data or want to throw your net a bit wider, expect quite a lot of opportunists who order anything that has the word ‘free’ on it... What emails do you send the sample-seekers after they hit ‘subscribe’? ### 9. QR flow The final flow of this blog is something Domaine Europe recently started experimenting with, and that we will certainly continue: using offline events to attract new leads! We tried this out for our client Naïf, a popular brand selling sunscreen for children, when they attended the Dutch Negenmaandenbeurs (‘Nine-months-trade-fair’, a big trade fair for mothers-to-be). At the event, Naïf ran a promotion campaign where people could win prizes by using the scratch code on a flyer. On that flyer, they also put a QR code leading people to a page where they could enter their scratch code and some personal data, such as their email address. An extra incentive for people to do this was Naïf’s promise that everyone, regardless of their code, could also order a free sample pack, to be delivered to their doorstep. This worked like a charm to expand their email list: in the month following the trade fair, it grew by a whopping 20%! ### Domaine Europe | Looking for a Shopify partner built for growth? Domaine Europe is the only Shopify-only commerce partner that combines global scale with deep European roots. We deliver enterprise-grade Shopify environments designed to handle technical complexity across DTC, B2B, and multi-market operations. We engineer end-to-end Shopify environments, built to handle complex tech stacks and drive high performance. If you’re scaling beyond borders or navigating architectural complexity, we build Shopify ecosystems that make your business successful. Are you ready to accelerate your next phase of growth? Our experts are here to help — get in touch. Rather do it yourself? [Download our e-book](https://www.code.digital/en/download-email-marketing-inspiration-book) with more explanation about the flows, examples, and inspiration. ### How to pilot Shopify B2B before committing to full migration https://domaineworldwide.com/insights/technology/shopif-b2b-pilot/ Learn how to pilot Shopify B2B before a full platform migration, reduce risk, validate results, and build a scalable foundation for long-term B2B growth. For many B2B brands, the idea of migrating to Shopify can feel daunting. Complex pricing structures, legacy ERP and PIM integrations, and existing sales workflows make the transition seem like a massive undertaking. But what if you didn’t have to overhaul everything at once? A pilot approach allows you to test Shopify B2B with minimal risk, proving its value before committing to a full migration. ### Why a pilot approach makes sense Instead of diving headfirst into a complete migration, piloting Shopify B2B lets businesses: - Test core functionality without disrupting existing operations. - Onboard a select group of customers to refine workflows and user experience. - Identify integration challenges early and address them before full-scale implementation. - Gather internal buy-in by demonstrating quick wins and tangible benefits. This approach reduces risk and allows teams to iterate and improve before scaling up. One of Shopify’s greatest strengths is how quickly you can launch a fully functional store, while still having the flexibility to add more advanced features as your needs grow. ### Step 1: Define the scope of your pilot A pilot program should have clear objectives and a manageable scope. Consider: - Which customers will participate? Select a small segment, such as a key wholesale buyer group or a region. - Which products will be available? Start with a limited catalog to streamline inventory management. - Which workflows will you test? Focus on essential processes like ordering, pricing, and invoicing. By setting clear boundaries, you ensure the pilot remains focused and achievable. BOSKA, a cheese tools brand, started by launching their Shopify B2B store for their lowest-tier customers, those ordering in small volumes but at high frequency. “The lowest tier of customers; yes, we made the webshop for them…” says Pascal Verheul of BOSKA. This allowed the team to trial core functionality with a lower-risk group, while still supporting key accounts through traditional channels. ### Step 2: Set up a Shopify B2B store Launching a pilot doesn’t require a full-scale e-commerce rebuild. Instead, brands can: - Use Shopify B2B features like customer-specific pricing and bulk ordering. - Implement a dedicated wholesale storefront separate from their D2C site. - Set up a basic ERP connection with one of the many default integrations available.  - Configure self-service customer portals to reduce manual order processing. This setup enables quick deployment without disrupting existing systems. ### Step 3: Train internal teams & onboard customers For a pilot to be successful, internal teams need to understand how the new system works. - Train sales reps on how Shopify B2B integrates with their workflow. - Educate customers on how to navigate the platform and place orders. - Monitor initial feedback to identify pain points and areas for improvement. Providing a smooth transition ensures higher adoption rates and fewer operational issues. Internally, there was initial resistance to letting go of manual processes. “In the beginning, our back office said, ‘Of course we’ll help you’, but then the webshop adoption stayed at 30%...” recalls Pascal. “People were nervous, ‘we’ll lose sales!’ But we didn’t.” Committing to the pilot and sticking to the new process was key to changing habits on both sides. ### Step 4: Measure success & identify next steps A pilot is only valuable if it delivers insights. Key performance indicators (KPIs) to track include: - Order volume & conversion rates compared to traditional sales channels. - Customer adoption rates and satisfaction with the platform. - Time savings for internal teams in order processing and sales operations. - Integration performance with ERP and fulfillment systems. If the pilot proves successful, you can begin planning a phased rollout across your entire B2B operation. A successful pilot isn’t just about proving the tech, it’s about seeing meaningful operational change. At BOSKA, the transformation was dramatic: “Now 90% of the orders go through without us even seeing them…” says Pascal. That kind of impact made the full adoption a no-brainer. ### Step 5: Scale up with confidence Once the pilot has demonstrated value, the next steps involve: - Expanding the customer base to include more accounts. - Adding additional product categories and SKUs. - Deepening integrations with ERP, PIM, and CRM systems. - Refining automation processes for invoicing, order approvals, and customer management. By scaling in phases, you reduce friction and ensure a smoother transition. ### Final Thoughts: Test, learn, and grow Migrating to Shopify B2B doesn’t have to be an all-or-nothing decision. By starting with a pilot program, businesses can test Shopify’s capabilities, refine their approach, and build confidence in a full migration. If you’re considering Shopify B2B but unsure where to start, a pilot could be the perfect low-risk strategy to prove its value and make a seamless transition to modern B2B e-commerce. # ### Optimize Shopify Sales with Analytics: Your Conversion Funnel Guide https://domaineworldwide.com/insights/commerce-insights/shopify-analytics/ Unlock your Shopify store's potential. Learn to use analytics to identify bottlenecks and optimize your conversion funnel with Domaine. ## **Understanding the Shopify Conversion Funnel: What Are the Key Stages?** Think of your customer's journey as a funnel. At the top, you have a wide pool of potential customers discovering your brand. As they move through the funnel, their interest narrows, they consider your products, and ultimately, a percentage of them take the desired action – a purchase. Understanding these stages is crucial for effective optimization: - **Awareness:** Customers become aware of your brand through various channels like social media, search engines, or referrals. - **Interest:** Potential customers browse your store, view product pages, and engage with your content. - **Decision:** Shoppers add items to their cart, compare products, and consider making a purchase. - **Action:** The final stage where a customer completes their order. Shopify analytics provides valuable data at each of these touchpoints, allowing you to pinpoint where customers are dropping off and identify opportunities for improvement. ## **Navigating Shopify Analytics: Where to Find Key Conversion Data** Shopify's analytics dashboard is a treasure trove of information. Let's explore some key areas to focus on: ### **Where Can I See Overall Conversion Rate in Shopify?** Your overall conversion rate, found on the main **Dashboard** and within the **Reports** section under "Acquisition," represents the percentage of website sessions that resulted in a purchase. This is your North Star metric. Monitoring this trend over time provides a high-level view of your store's performance. A low conversion rate signals potential issues within your funnel that need investigation. ### **How Do I Track Session-Based Conversion Rates?** Delving deeper, the "Sessions to conversion" report (also under "Acquisition") shows how many sessions it typically takes for a customer to make a purchase. Understanding this helps you gauge the effectiveness of your marketing efforts and the stickiness of your website. Analyzing this data can inform your strategies for nurturing leads and improving the initial browsing experience. ### **Where Can I Find Data on Product Page Performance?** Navigate to **Reports** and explore the "Products" section. Here, you'll find metrics like "Product page views" and "Added to cart rate." Low add-to-cart rates despite high page views might indicate issues with your product descriptions, images, pricing, or the overall [**ecommerce website design**](https://domaineworldwide.com/services/creative/) of your product pages. Ensuring clear, compelling product presentations is paramount. You can learn more about crafting high-converting product pages in [**our creative services**](https://domaineworldwide.com/services/creative/). ### **How Can I Analyze My Checkout Process?** The "Checkout behavior" report (under **Reports** > "Finances") is critical for identifying drop-off points in your checkout funnel. This report reveals where customers abandon their carts, whether it's during shipping information entry, payment selection, or order review. Addressing these friction points is a direct path to improving your conversion rate. Streamlining this process is a key aspect of effective [**ecommerce website development**](https://domaineworldwide.com/services/technology/). ## **Identifying Bottlenecks: Using Shopify Analytics to Spot Conversion Killers** Now that you know where to look, let's focus on identifying those pesky bottlenecks hindering your sales: ### **Is My Website Traffic Converting? Analyzing Traffic Sources.** Under **Reports** > "Acquisition," analyze your traffic sources. Are visitors from social media converting at a lower rate than those from organic search? Understanding which channels drive the most valuable traffic allows you to optimize your marketing spend and tailor your messaging. Low conversion rates from specific sources might indicate a mismatch between the audience you're reaching and the products you're offering. ### **Are My Product Pages Engaging Shoppers? Analyzing Product Page Metrics.** High bounce rates and low time on page on your product pages suggest that visitors aren't finding what they're looking for or aren't compelled to explore further. This could be due to poor quality images, unclear descriptions, lack of social proof, or a confusing ecommerce website design. Optimizing these elements can significantly improve engagement and add-to-cart rates. ### **Is My Checkout Process Too Complex? Analyzing Checkout Behavior.** Significant drop-offs at specific stages of your checkout process are red flags. Are customers abandoning due to high shipping costs? Are they struggling with the payment options available? A lengthy or confusing checkout experience is a major conversion killer. Simplifying and streamlining this process is a crucial aspect of ecommerce website development. We can help you create [a seamless checkout experience](https://domaineworldwide.com/services/technology/). ### **Are My Mobile Users Converting? Analyzing Device Performance.** In today's mobile-first world, a poor mobile experience can decimate your conversion rates. Under **Reports** > "Behavior," analyze how your store performs on different devices. Low mobile conversion rates indicate potential issues with your site's responsiveness or mobile usability. Ensuring a seamless experience across all devices is paramount. ## **Actionable Strategies: Optimizing Your Conversion Funnel Based on Shopify Analytics** Identifying bottlenecks is only half the battle. Here's how to translate those insights into tangible improvements: ### **How Can I Improve Traffic Quality and Conversion?** Focus on attracting the right kind of traffic. Optimize your landing pages to align with the expectations of visitors from different sources. For example, if social media traffic has a low conversion rate, ensure your landing pages are visually engaging and directly address the offers or products featured in your social posts. ### **How Can I Enhance My Product Pages for Higher Conversions?** Invest in high-quality product images and videos. Write compelling and detailed product descriptions that highlight benefits, not just features. Incorporate customer reviews to build trust (as discussed in our article on [internal link to the customer reviews article]). Ensure clear calls to action (CTAs) are prominently displayed. ### **What Can I Do to Simplify My Checkout Process?** Reduce the number of steps required to complete a purchase. Offer guest checkout options. Provide multiple payment methods. Be transparent about shipping costs early in the process. Ensure your checkout is secure and builds trust. ### **How Can a Shopify Agency Like Domaine Help?** Analyzing data and implementing effective conversion optimization strategies requires expertise. At Domaine, our team of Shopify experts can delve deep into your analytics, identify critical bottlenecks, and develop tailored solutions to improve your conversion funnel. From optimizing your **Ecommerce Website Design** to refining your **Ecommerce Website Development** and providing ongoing strategic guidance as your [**Shopify Agency** **partner,**](https://domaineworldwide.com/) we're here to help you maximize your sales. ## **Advanced Analytics: Going Beyond the Basics in Shopify** While Shopify's built-in analytics is powerful, consider integrating with other tools like Google Analytics for deeper insights into user behavior and attribution. Custom reports within Shopify can also be invaluable for tracking specific metrics relevant to your business goals. The key is to continuously monitor your data, test changes, and iterate based on the results. ## **Conclusion: Turning Data into Dollars with Shopify Analytics** Mastering Shopify analytics is no longer optional – it's essential for sustainable growth in the competitive ecommerce landscape. By understanding your conversion funnel, identifying bottlenecks, and implementing data-driven strategies, you can transform insights into increased sales and a more profitable business. Ready to unlock the full potential of your Shopify store? The experts at Domaine are here to guide you. Explore [Domaine's Shopify Optimization services](https://domaineworldwide.com/contact/). ## **Frequently Asked Questions (FAQ)** **Q: What is a good conversion rate for a Shopify store?** A: Average conversion rates vary by industry, but a good starting point is between 1-3%. However, top-performing stores often achieve significantly higher rates through continuous optimization. **Q: How often should I be checking my Shopify analytics?** A: Regularly monitoring your key metrics (at least weekly) is crucial for identifying trends and potential issues early on. More frequent checks might be necessary during peak seasons or after implementing significant changes. **Q: What are some common conversion rate optimization (CRO) techniques?** A: Common CRO techniques include A/B testing different headlines, CTAs, and layouts, optimizing form fields, improving site speed, and enhancing the mobile experience. **Q: Can I track A/B testing results within Shopify analytics?** A: While Shopify doesn't have built-in A/B testing capabilities, you can integrate third-party apps that often provide their own analytics tracking or allow you to track results using custom reports in Shopify or Google Analytics. **Q: How can Domaine help me understand and act on my Shopify analytics data?** A: Domaine's team of experts provides comprehensive Shopify analytics services, including in-depth data analysis, identification of key areas for improvement, development and implementation of CRO strategies, and ongoing monitoring and support. ### Domaine Appoints Marko Bon as President & Dave Finnie as CFO https://domaineworldwide.com/insights/domaine-news/marko-bon-president-dave-finnie-cfo/ Read our press release to learn about our exciting ecommerce agency news: appointing Marko Bon as President and Dave Finnie as Chief Financial Officer (CFO). Today, Domaine is publicly announcing the appointment of Marko Bon as President and Dave Finnie as Chief Financial Officer (CFO). Learn more in our [press release](https://www.prnewswire.com/news-releases/domaine-appoints-marko-bon-as-president-and-dave-finnie-as-cfo-302246745.html?tc=eml_cleartime). ### Marko Bon, President Bon, a co-founder of Domaine, joined as part of the merger between Tomorrow and Half Helix, two leading agencies in the Shopify ecosystem. Bon has more than 25 years of experience in ecommerce, leading multidisciplinary teams to push innovation while driving revenue growth. Balancing business requirements and site experience goals, Bon is also a powerful internal advocate for a brand-centric approach into Domaine services and partner relationships. ![Graphic with the text "Congratulations Marko Bon - President, Domaine" on a black and grey abstract background](https://cdn.sanity.io/images/cxeknc6v/production/63d315c0c7380fc35a88d347b33855d742028edf-3200x1800.png?w=1600) ### Dave Finnie, CFO Finnie’s career has focused on finance and strategy, from large-cap public companies to small founder-led organizations. Finnie has been a PE-backed CFO for over 10 years, most recently completing a successful 2023 exit for Renovus Capital Partners from their portfolio company InflowCX. ![Graphic with the text "Welcome to Domaine, Dave Finnie - Chief Financial Officer, Domaine" on a black and grey abstract background](https://cdn.sanity.io/images/cxeknc6v/production/e666dea965941eb5c93358756fb896c12d3fc978-3200x1800.png?w=1600) “Domaine was purpose-built for enterprise complexity,” said Peter Humphrey, Domaine’s CEO and Co-Founder. “Marko’s ecommerce leadership experience working within enterprise brands gives Domaine unique insight into our client’s needs and expectations. And, Dave’s deep expertise in financial operations and strategy has become a fantastic asset to myself and our leadership team, positioning us for even greater growth and success as we move forward.” Bon’s responsibilities will continue to focus on driving Domaine’s strategic initiatives and corporate strategy, growing Domaine’s portfolio of clients, and maintaining differentiation in the industry. Finnie will oversee the company’s financial strategy, optimize internal processes, and play a key role in navigating Domaine through its next phase of expansion, ensuring the business remains well-positioned for long-term success. **Get In Touch** — Have a project in mind? Fill out the form to get in touch. — [Contact Domaine](https://domaineworldwide.com/contact/) ### 10 BFCM Tips From our Coders https://domaineworldwide.com/insights/commerce-insights/10-bfcm-tips-from-our-coders/ Every year, E-Commerce brands worldwide face a pivotal question: Should we participate in Black Friday and Cyber Monday (BFCM)? The answer isn't one-size-fits-all. At the heart of this decision lies a concern that many brands share: the fear of attracting a wave of price-sensitive customers. It's a valid concern if you're not in the green after the first order and if you're unable to retain your customers. ### Tip 1: Make sure your sale is easy to discover **By Syra Vlaanderen (Head of Marketing at Code)** Let's start with the most obvious tip: There is little point in investing time in a BFCM campaign if your customers can’t find your deal(s). In the run-up to Black Friday, add a [countdown timer](https://www.linkedin.com/search/results/content/?fromMember=%5B%22ACoAAApLpEEBNtXqthr-B8RZF8jFcrufpSnf0CA%22%5D&heroEntityKey=urn%3Ali%3Afsd_profile%3AACoAAApLpEEBNtXqthr-B8RZF8jFcrufpSnf0CA&keywords=midge%20hazewinkel&position=0&searchId=3587b620-84fe-4b94-a537-971545c06776&sid=ft-&update=urn%3Ali%3Afs_updateV2%3A(urn%3Ali%3Aactivity%3A7113461165078245376%2CBLENDED_SEARCH_FEED%2CEMPTY%2CDEFAULT%2Cfalse)) to your site to promote your promotion and gather subscribers so you can email them your deals when the big day arrives.  Think carefully about where you can highlight your promotion on your site During Black Friday / Cyber Monday. Add a banner to your homepage and consider adding banners to other (collection/product) pages as well as to your menu, navigation bar and search dropdown. ### Tip 2: Start early with your campaign **By Simon Iseringhausen (Customer Success Manager at Code)** Some customers will have their salary by 22 November, and you don't want them to spend it elsewhere. To prevent this, it's crucial to start your BFCM campaign early. Our client [**Valk at Home**](https://valk-at-home.nl/) set up an email flow with a timer for early BF access. This allowed pre-registered customers to shop as early as Thursday, a day before the official start of Black Friday. You can also use sales and stock volume counters on your products. When the stock is low, the customers receive a notification by email/SMS/WhatsApp; this increases the urgency to use the special offer while it lasts. ### Tip 3: Use Email Marketing segments **By Midge Hazewinkel (Head of Klaviyo at Code)** The key to BFCM success is understanding your audience and delivering them the right message. That’s why segmentation and personalization in your Email flows are so important. Midge shares his tips to do just that. Consider addressing different personas in your BFCM flows and campaigns: - **Deal Hunters**: These shoppers aren't particularly loyal and may not be concerned with high quality. Use short, urgent messages to grab their attention, highlighting the deals on offer. - **Last-Minute Shoppers**: These infrequent customers might have shopped with you previously during BFCM and are concerned about delivery times. Emphasize shipping estimates to prevent cart abandonment. Add countdown timers or reminders for the last shipping days. - **VIP Shoppers**: Loyal, frequent buyers who are big spenders and need no extra incentive. Offer them early access to sales or include personal touches like handwritten thank-you cards or surprise gifts. - **Window shoppers**: These shoppers are considering your brand, often as a gift. They're new to your brand and are looking for information, weighing the pros and cons. Engage them with user-generated content (UGC) and informative material. Target recent browsers through Google and Facebook ads. How do you segment those personas, you may ask? Defining what different personas look like for your brand is not a one-size-fits-all. However, we're happy to give you two examples in the images below ([using Klaviyo as the ESP](https://www.code.digital/klaviyo)). The segment filters (amount of actions, revenue, etc.) depend on your brand. Of course, persona definitions look different for a coffee brand compared to a bike brand. If you need help segmenting, [**contact us.**](https://www.code.digital/contact) **Note:** Make sure to exclude segments from each other while sending out a campaign.  ![Klaviyo Segment](https://cdn.sanity.io/images/cxeknc6v/production/53e854ab58883fe8272f34f89e73e56efa220879-1200x1040.webp?w=1600) ![Klaviyo Segment](https://cdn.sanity.io/images/cxeknc6v/production/489c9b75b34c03770d7e1fa1e4062a99d87f868e-1200x1040.webp?w=1600) ### More tips to enhance your BFCM email campaigns: - Reduce time delays in abandonment flows (cart, checkout, browse abandonment) to 30 minutes. - Retarget openers or clickers (exclude buyers) in the last 72 hours. Resend campaigns with different subject lines or preview texts to this segment. - Make use of countdown timers in banners or attention bars to create a sense of urgency. - Use a holiday template, highlighting promotions, seasonal banners, countdown timers, more urgency, and highlighting USPs. You can use these in high-engagement flows like Added to cart, Abandoned checkout, Welcome Series, and Browse Abandonment. ### Tip 4: Implement Gifting **By Coen Fredriks (E-Commerce Strategist at Code)** Many people use BFCM to stock up on gifts for the holiday season. Help them find great gifts! Here are some thoughtful gifting tips: - **Product recommendation quiz**: Make finding the perfect gift easy for your clients by setting up a product recommendation quiz in [Product Recommendation Quiz](https://apps.shopify.com/product-recommendation-quiz-revenuehunt?locale=nl&search_id=1ec8e7a0-b2ff-48aa-93ee-aac97bc5ece6&surface_detail=product+quiz&surface_inter_position=1&surface_intra_position=8&surface_type=search) or [Octane](https://apps.shopify.com/octane-ai-quiz-personalization?locale=nl). Need inspiration? Check out the quizzes we realized for [Fascino Coffee](https://www.fascino-coffee.com/pages/kies-je-koffie) and [Olcay Gulsen](https://olcaygulsen.nl/pages/skincare-quiz). - **Gift collection page**: Create a dedicated gift collection page like [BOSKA](https://en.boska.com/pages/gift-inspiration), simplifying the gift-finding journey for your customers. It's a thoughtful touch that can spark additional purchases. - **Gift wrapping and personal cards**: Many gift shoppers prefer to directly send their gift to the receiver or outsource gift wrapping. Add gift wrapping and a personal card service to your checkout to win from your competition. - **Giftnote**: [Giftnote](https://giftnote.com/) allows Shopify stores to enable an automated and paperless gift messaging and gift voucher experience that drives new revenue through gifting. Currently, they offer it for free to Code clients until the end of BFCM. After that, they can extend a 20% discount on Giftnote for our clients. Send an email to [sales@code.nl](mailto:sales@code.nl) if you’d like to try Giftnote.  ### Tip 5: Increase AOV by implementing Upsell, Cross-sell and Bundles **By Bob Rockland (Co-founder at Code)** Maximizing Average Order Value (AOV) during BFCM is a smart strategy. One of our favorite ways to do this is by offering bundles and other upsell and cross-sell features. Rebuy’s Up & Cross-sell solution is used by successful brands like namuk, DOUXE & McGregor New York to create bundles and give consumers smart recommendations. [**Calculate your ROI with Rebuy Engine to see if it’s worth the investment for your brand**](https://www.code.digital/blog/boost-your-aov-with-rebuy-engine). Also, discover their own [10 tips, tricks & strategies](https://www.rebuyengine.com/blog/bfcm-tips) for a successful holiday season from the Rebuy BFCM Playbook.  Looking to start using Rebuy? [Contact us](mailto:sales@code.nl), and we'll get you 25% off your first 2 monthly bills. ### Tip 6: Engage with your customers to gather reviews **By Mark Oosterom (Customer Success Manager at Code)** Reviews are like the glue that cements enduring relationships with your customers. They signal that you genuinely care about what they have to say. Imagine, after the whirlwind of BFCM, you send out review requests in your welcome emails to new customers. It's a subtle yet powerful way to tell the world that your brand takes its customers seriously. Just think about the influx of shoppers during BFCM. Since 75% of consumers lean on reviews to steer their buying decisions, collecting reviews presents an opportunity too good to pass up. ### Tip 7: Drop notifications at wishlists and low stock **By Noah de Bont (Support Engineer at Code)** In a previous blog, we talked about [the benefits of having a wishlist](https://www.code.digital/blog/7-ways-to-effectively-implement-gifting-features). When BF arrives, use price drop notifications (via email or SMS) for items on wishlists. This can be a great way to push sales of slow movers. While some may not be interested in general newsletters, opting for price drop notifications offers a much lower entry barrier. Offer bundle deals at special prices on BF to keep the AOV level despite discounted pricing. Bargain hunters will love it. ### Tip 8: Gather valuable data **By Coen Fredriks (E-Commerce Strategist at Code)** A simple but solid tip: As you will probably increase your sales volume in the upcoming months, this is your chance to collect valuable user data with [Hotjar](https://www.hotjar.com/) or [Mixpanel](https://mixpanel.com/). Many of the features of these tools are free, so nothing is holding you back! ### Tip 9: Focus on optimization **By Robin Huizing (Customer Success Manager at Code)** During BFCM, acquisition costs are skyrocketing and competition is fiercer than ever. My advice is to stay cool, and focus on optimization. This sounds boring but especially during BFCM, every 0.1% extra conversion counts. It pays off to perform an audit (well in time, so you can still take action) by going through your complete customer journey and analyzing every step. Look at how many people go from your home page or landing page to a category page. How many people click on one of the products and go to the product detail page, and especially important, how many people click the add to cart button and eventually buy your product. Your check-out page is obviously hugely important. It might surprise you how many people drop off and don’t buy your product because they’re missing certain trust elements or are confused by your navigation or product descriptions. Looking at your own store objectively and critically is very hard so we gladly help out. Since we’ve built hundreds of stores in many different niches and helped some of the biggest brands grow even bigger, we have a unique perspective and can quickly spot opportunities to improve. Feel free to [**reach out to us**](https://www.code.digital/contact). ### Tip 10: Prepare a post-BFCM campaign **By Aina Lobera (Klaviyo Specialist at Code)** Your Black Friday Cyber Monday (BFCM) campaign should not stop in November. Encourage your customers to share reviews and User-Generated Content (UGC), like photos or videos of their new products, in return for a discount or free shipment. UGC is a proven way to attract new shoppers to your store and increase conversion. The execution is easy: send out your request via email and broadcast it across your social media channels. [Reviews.io](https://apps.shopify.com/reviews-co-uk-product-and-merchant-review-collection) is a powerful Shopify app that combines reviews and UGC. 53% of consumers wouldn't make a purchase without reading reviews. Plus, 54% of shoppers turn to social media for product research, so a post-BFCM campaign supercharged with UGC is your ticket to soaring sales. ### Good luck! The choice to partake in Black Friday & Cyber Monday is yours, and the road to success begins with your vision and [strategy](https://www.code.digital/services/ecommerce-growth). It's not just about offers and discounts; it's about building relationships, creating value, and propelling your brand to new heights. Instead of discounting products, you can also consider incentivizing customers through other activities, like donating to good causes that connect with your brand. Some of these tips are also very valuable and useful outside of the holiday season. If you find yourself in need of some help with any of these tips, don't hesitate to [**reach out**](https://www.code.digital/contact). ### The New Domaine Site: Designed for the Shopify Ecosystem https://domaineworldwide.com/insights/domaine-news/the-new-domaine-site/ With this new site, we’re establishing our global scale & commerce expertise across industries and verticals. We believe the new design communicates the breadth and depth of our experience, while also showcasing the flexibility and adaptability of the new Domaine brand system. ###### Article Highlights 1. A resource for the commerce industry 1. Education for prospects 2. Global search 3. Robust tagging & filtering 4. Case studies 5. Insights 2. A platform for internal teams 1. Integrating sales & marketing workflows 2. Flexible & intuitive CMS 3. Notification menu 4. Seamless job postings ### Our new agency site: a new digital ecosystem Hello - I’m Trey and I lead the redesign and rebuild of Domaine’s new website. We thought it’d be worthwhile to talk through some of our goals with the relaunch: 1. To create a site that could double as a resource for the ecommerce industry in general but Shopify specifically, illustrating how we build innovation and revenue growth for our clients on the Shopify platform 2. To create a platform that supports all of our internal teams (not just sales and marketing) 3. To innovate on the site build itself by integrating multiple tech partners into an easy-to-use and flexible framework that can grow as we grow To put it simply, we wanted the launch of Domaine’s new site to be a declaration of who we are and where we are going. The first version of our agency site was a transitional step — a way to announce the merger and introduce our new name. At that time, there were still traces of our old identities, with remnants of both Half Helix and Tomorrow sprinkled throughout our digital identity. With this new site, we’re **establishing our global scale & commerce expertise across industries and verticals**. We believe the new design communicates the breadth and depth of our experience, while also showcasing the flexibility and adaptability of the new **Domaine brand system**. ### A resource, not just a portfolio At our core, we’re not just a development shop, nor are we a boutique design studio – we’re a full-service enterprise ecommerce brand partner. We create high-converting, content-driven site experiences for some of the biggest brands in ecommerce - so we wanted to incorporate some of our learnings into our digital presence, ideally becoming a resource for others who are solving similar challenges. Driven by this ethos, we incorporated proven ecommerce patterns into our redesign to build a platform that supports a broad range of user journeys, anticipating that we’ll have a diverse audience visiting our site - from brand merchants, to website designers, to CIOs. So we built extensive discovery features into our UI.. The new site is designed to be a **living, breathing resource** that evolves with us. ##### An educational resource for ecommerce brands Above all, our site needs to serve as a way for potential clients to understand who we are, what we do, and if we’re a good potential partner for their business needs. But we also want it to serve as an educational hub for ecommerce brands looking for inspiration and commerce thought leadership. To achieve this, we’ve built a robust set of features that encourage discovery ![Desktop and mobile screenshots of Domaine's search feature](https://cdn.sanity.io/images/cxeknc6v/production/0980bd7ad9158d542203bf4585dea9c9d95299fb-3600x1881.png?w=1600) ##### Global Search Our global search indexes any query across three content categories: Insights, Features, and Partners. From the very beginning, we knew that search would be a pivotal feature of our site experience. With so much content (over 500 pages, and counting) on the site, easy and accessible content navigation was crucial, but we realized users may not expect such a robust search feature on an agency site.To support discovery, we incorporated pre-populated search content to give users an idea of the types of content they could uncover through our global site search. ##### Robust tagging & filtering Communicating the interrelated nature of our projects was an important challenge of designing and building our new agency site. Services, features, industries, insights, and projects overlap in countless ways, so we built a robust system of relational tagging, allowing us to relate any piece of content with any other, regardless of type. This structure allows us to build highly-personalized content no matter where on-site you are, or what content you’re currently viewing. ![Desktop screenshots of Domaine's project cards](https://cdn.sanity.io/images/cxeknc6v/production/f323b39df04025c78874e9fe553b3a04a755f062-3600x1881.png?w=1600) ##### Case Studies As any service partner can attest to, creating Case Studies is a challenge. We created a two-tone color palette for our case study pages, which our designers and marketing team members can easily define within our CMS. Our flexible template makes each project feel dynamic and unique. We spent a lot of time on the “product cards” for each project, intending to make them feel somewhat ‘shoppable’ - also by adding a small ecom product image to each card, We believe the net effect showcases the variety of industries we work with. ##### Our insights To truly serve as an educational resource for brands, we need to ensure that our content library speaks to the needs of brands who are researching Domaine for their next big project. Our new site gives us the tools to regularly publish fresh content into areas of the site where it’s most relevant. For example, our recent _Migrations_ series shares insights to brands across multiple platforms who are considering Shopify, and now we have multiple avenues to personalize content to those users based on the content they engage with. ### A platform that services our entire agency Secondarily, our site is meant to serve as a resource for all of our internal departments. We surveyed our company and identified a broad range of needs that our agency site could address. We ultimately built a site that serves all teams, not just sales & marketing. ##### Integrating Sales & Marketing workflows Our primary focus is our revenue team, who uses Hubspot to manage inbound leads, active opportunities, industry events, and more. While we knew that a tight integration with Hubspot would be critical, we soon recognized that we couldn’t rely on their out-of-the-box solutions to give us the control we needed. So we built a custom solution that allows our Marketing team to build & manage on-site forms within Hubspot while leveraging the performance benefits of statically-built native HTML forms. Our marketing team now has full control without any need for code injection from external Hubspot scripts, ensuring flexible, layout-shifting and eliminating the unpredictability of injected Hubspot forms. ##### A flexible & intuitive CMS While we have a large team of experienced engineers, our goal was to build a framework that didn’t rely on them for content upload of any kind. We built a robust CMS (Content Management System) on Sanity which allows team members across various departments to make content changes to our service offerings, sub-pages, build out hidden marketing-only pages, and deploy edits and updates. This gives each department complete control over their specific content without the need for developer support. ![Desktop screenshot of Domaine's notification menu](https://cdn.sanity.io/images/cxeknc6v/production/dc77708e5094cdff0132a5bcb74310b9ec434562-3600x1881.png?w=1600) ##### Notification menu We want our site to be something users can revisit to discover fresh content, new insights, and updates on events, but in a way that doesn’t spam users with irrelevant information at the wrong time. To account for this — and to introduce a bit of whimsy into our site — we incorporated a notification menu highlighting our latest case studies, upcoming events, careers, and more. This gives us a way to surface new content as needed and to give users a simple way to see our latest content in a quick, concise format. ##### Seamless job postings As an ever-growing global service partner, hiring is a big priority for every department. While we use Rippling for a variety of HR-related functions, it is particularly useful to provide an up-to-date job listings feature on-site. The Rippling API allows department leads to manage their own job openings and have those listings simultaneously posted on both our Careers page as well as other job boards. This simplifies our hiring processes and centralizes all of our applications into one place. ### A few final thoughts At its core, the new Domaine agency site is built to evolve. As we continue to expand into new disciplines, regions and technologies, we recognize that the commerce ecosystem will grow with us. Our new site is not just a reflection of where we are today—but also a vision of where we want to go. **Have a project in mind?** — Fill out the form to get in touch. — [Contact Domaine](https://domaineworldwide.com/contact/) ### Shopify B2B Features Now Available Across All Plans: What It Means for Modern Omnichannel Brands https://domaineworldwide.com/insights/technology/shopify-b2b-features-now-available-across-all-plans/ Shopify’s latest move to make B2B features available across all plans signals another shift towards unified commerce. We explore what that means for brands still relying on fragmented legacy systems and why forward-thinking teams are rethinking their B2B strategy around Shopify’s native capabilities, cleaner architectures, and more scalable operating models. ## Shopify is doubling down on B2B, and brands should be ready to take advantage of the shift Shopify recently announced that business-to-business (B2B) features are now available across all their plans at no extra cost. The strategic implications are impossible to miss, as Shopify has made it clear that B2B is now a native part of the platform’s core operating model. Many leaders in the wholesale space are still evaluating Shopify through an outdated lens: “Can the platform really handle B2B complexity?”. The more accurate question is whether a brand’s current B2B stack is enabling the business or simply maintaining years of platform debt, brittle integrations, and costly workarounds. For teams coming from legacy B2B systems like Adobe Commerce, SAP, or Salesforce, the pattern is familiar: long timelines, high maintenance, limited agility, and experiences that both sales teams and customers learn to work around instead of rely on. ## Shopify’s announcement Shopify’s latest announcement has implications for current brands on Shopify and those considering a migration. Foundational B2B capabilities have been extended beyond Plus and into Basic, Grow, and Advanced plans, including company profiles for wholesale buyers, up to three custom catalogs with tailored pricing, volume discounts and quantity rules, vaulted credit cards, and payment terms. Shopify Plus remains the tier for more advanced B2B needs, with full access to all Shopify B2B features. But the message is loud and clear: native B2B is a core Shopify feature. This means more brands can now run wholesale and direct-to-consumer (DTC) operations in one platform, with native support for core B2B features instead of reliance on plugins, custom developments, and fragmented tools. The cooler side of the story is the omnichannel value of having DTC and B2B channels coexisting under a unified system, without requiring a parallel admin, disconnected pricing engine, or external layers of integrations. ### Why this matters for B2B leaders For wholesalers, distributors, manufacturers or even DTC brands exploring the B2B space, the biggest problem is typically around the fragmentation of systems. Pricing, customer hierarchies, order flows, ERP integrations, and sales all live in systems that aren’t architectured to work _together_ or for the business complexity. Brands end up with poor adoption, low self-service, and a B2B experience that never really becomes the growth channel that it could be. Shopify’s native B2B features addresses that fragmentation at the platform level by bridging the operational distance between channels. Shopify allows the same platform that powers DTC sites, payments, markets, and automation power the wholesale business. That is a very different philosophy from legacy stacks that treat B2B as a parallel universe. B2B buyers should have the same clarity, speed, and usability that consumers experience in DTC commerce. These buyers shouldn’t have to place every repeat order through a wholesale rep, send PDFs back and forth, or wonder whether the pricing they are seeing is accurate. This friction is bad for all parties involved and when B2B tools live outside the core system, trust breaks down and manual work compounds. ### The opportunity This is why Domaine is bullish on Shopify for [enterprise B2B](https://domaineworldwide.com/services/technology/unified-commerce-solutions/b2b/). **Shopify is the right core, and must be complemented by the right strategy.** The brands best positioned for the next phase of B2B commerce won’t treat implementation as a blank slate. They’ll anchor on Shopify’s native B2B functionality, then build around it with discipline: clear integration strategy, clean system boundaries, composability where it adds value, and minimal unnecessary custom work. In Domaine’s experience, the strongest B2B programs are not the ones that customize everything. They are the ones that make sharper decisions earlier. What belongs in Shopify? What belongs in the ERP? What should leverage native functionality? What should be composable? What should be standardized instead of endlessly debated? We believe that opinionated implementation frameworks matter. They reduce platform debt, reduce rework, and let teams launch on a production-grade foundation instead of a fragile proof of concept. [Domaine’s B2B Accelerator](https://domaineworldwide.com/b2b-accelerator/) articulates this clearly: a structured, architecture-first program designed to absorb complexity early, align to Shopify’s B2B roadmap, and create a scalable operating model instead of a one-off channel. ### Final thoughts Shopify’s latest B2B announcement allows more brands to access native B2B functionality. It is also a platform-level commitment: B2B is central to Shopify’s future, and better B2B tooling is going to become more accessible, more native, and more operationally connected over time. The future of B2B commerce is unified stacks for every channel, team, or process, built with the architectural rigor to handle real-world complexity. Brands that move with a clear, disciplined approach will be best positioned to take advantage of it. ### How Beauty Brands Become Market Leaders https://domaineworldwide.com/insights/commerce-insights/how-beauty-brands-become-market-leaders/ Discover the key strategies behind building a market-leading beauty brand. From DTC growth and global expansion to AI-driven personalization and omnichannel success, our latest white paper reveals how top beauty brands stay ahead. The beauty industry moves fast. Trends rise overnight, consumer expectations evolve, and brands must continuously refine their digital strategies to stay ahead. But what does it really take to transform a beauty brand into a category leader? In our latest white paper, we break down the key shifts shaping the beauty industry in 2025, and the strategies successful brands are using to lead the market. ### The Playbook for Growth Winning brands don’t just follow trends; they set them. They understand that success comes from a combination of innovation, operational excellence, and a digital experience that keeps customers coming back. Here’s how they do it: **1. Own Your Digital Experience** The strongest beauty brands invest in direct-to-consumer (DTC) experiences that put them in control of their narrative, pricing, and customer relationships. **2. Expand Beyond Borders** Global expansion is more accessible than ever, but it requires the right infrastructure. From localized experiences to strategic fulfillment, brands need a plan that scales. **3. Turn Customers into Advocates** Loyalty programs, exclusive memberships, and personalized recommendations create deeper engagement. The best brands build communities. **4. Leverage AI and Personalization** From virtual try-ons to AI-driven skincare recommendations, technology is reshaping how consumers shop for beauty. Leading brands are integrating these tools to create hyper-personalized shopping experiences. **5. Optimize for Omnichannel Success** Retail is evolving. A seamless omnichannel strategy ensures that whether customers shop online, in-store, or through social platforms, the experience feels effortless and cohesive. ### Learn From the Best Our white paper unpacks how [bareMinerals](https://domaineworldwide.com/work/bare-minerals/), [Milk Makeup](https://domaineworldwide.com/work/milk-makeup/), [Lip Lab](https://domaineworldwide.com/work/lip-lab/), [Laura Mercier](https://domaineworldwide.com/work/laura-mercier/), and [Bio Ionic](https://domaineworldwide.com/work/bioionic/) are leveraging these strategies—and what you can do to elevate your brand. Whether you’re looking to scale, differentiate, or future-proof your business, these insights will help you take the next step. _(Contact form: Download the Full Guide Now)_ ## Together, we power some of your favorite beauty brands. - [Bio Ionic](https://domaineworldwide.com/work/bioionic/) - [Milk Makeup](https://domaineworldwide.com/work/milk-makeup/) - [Bare Minerals](https://domaineworldwide.com/work/bare-minerals/) - [Laura Mercier](https://domaineworldwide.com/work/laura-mercier/) - [Creed](https://domaineworldwide.com/work/creed/) - [r.e.m. beauty](https://domaineworldwide.com/work/rem-beauty/) ### Crafting Long-Term Project Success: Time Management & Strategic Planning https://domaineworldwide.com/insights/commerce-insights/crafting-long-term-project-success-time-management-and-strategic-planning/ This article provides a view into our delivery team’s key areas of focus when it comes to strategic ecommerce website design & development project management. In the dynamic landscape of ecommerce development, achieving success greatly relies on the mastery of time management and the finesse of effective planning. This article provides a view into some of our delivery team’s key areas of focus around finding success in strategic project management — emphasizing the role of version control in front-end implementations, tackling team challenges, and ultimately orchestrating successful releases. ### Time Management and Precision Planning At the core of any successful ecommerce implementation, lies adept time management and meticulous planning. Instead of only having your team focus on task completion, with some thoughtful communication, effective time management can actually boost productivity by helping to ensure that every output is tied to an overarching goal for the project, and ultimately the Client success. By setting explicit objectives, identifying priorities, and establishing well-defined timelines, delivery teams will be set-up to navigate even the most intricate and highly complex projects. #### The Power of Ongoing Support: Embracing Retainer Projects Different from most traditional project-based engagements, retainers can create an opportunity for building greater trust and depth to the agency and Client’s long-term partnership—through providing ongoing support, and pushing the boundaries of the brand’s digital experience into a domain of continued growth, adaptability, and innovation. It's through this ongoing relationship, that allows for your delivery team to be able to more intimately understand the brand, their goals, and their changing needs, paving the way for even more effective solutions aligned with the Client’s long-term vision. #### Continual Evolution: Enhancements that Elevate Unlike the finite nature of traditional project cycles, retainers can also further introduce a dynamic rhythm of continuous improvement. A brand’s digital experience isn’t a static entity, so neither should be its development cycles. Through the long-term partnership that a retainer fosters, our delivery team engages in a continuous dialogue of refinement, consistently identifying areas for enhancement, and crafting solutions that keep the Client’s digital experience at the forefront of innovation. This iterative process ensures that the brand’s online store remains modern, user-friendly, and cutting-edge in an ever-changing market landscape. The beauty of retainers lies in their ability to foster a seamless collaboration between the agency and the Client. This collaboration transcends simple coordination; it's a harmonious synergy that amplifies results. As challenges arise and opportunities surface, our teams are at the forefront of a shared journey. Whether it's troubleshooting unforeseen hurdles or seizing emerging trends, it's this cohesive partnership that truly pushes projects forward, and ensures a collective path to long-term success. #### Overcoming Challenges as a Cohesive Project Team Every project faces challenges, but a skilled team can navigate them adeptly. Shifting scopes, communication hiccups, and unexpected roadblocks are common in any project. The true test of a team lies in its ability to overcome these challenges. We’re continuously looking to build upon strategies for seamless collaboration, effective conflict resolution, and maintaining team cohesion in adversity. To ensure that our team continually improves its partnership and processes with Clients, we’ve implemented a strategy that includes regular retrospectives and ongoing check-ins. After each retrospective and Client check-in, a clear action plan is created with assigned responsibilities to team members for implementing specific improvements. The Product Manager is responsible for monitoring ongoing progress and tracking the long-term impact of these changes on project outcomes and overall Client satisfaction. ### The Artistry of Flawless Releases Releases are the apex of Shopify store development, where careful planning meets tangible reality. The artistry lies not solely in the release event itself, but also in the meticulous steps leading up to it. Thorough testing, user-centric design, and iterative feedback loops pave the way for captivating releases to drive success. Achieving a flawless release involves careful planning and rigorous testing. One of the ways our team achieves this is by including feature-based testing, Client User Acceptance Testing (UAT), and smoke testing, to ensure a smooth release: #### 1. Feature-Based Testing: Scope Definition: Clearly define the scope of each feature or module to be developed for the release. Test Planning: Develop comprehensive testing plans specific to each feature, outlining test cases, acceptance criteria, and expected outcomes. Continuous Testing: As development progresses, ensure that testing runs parallel to development, with testers verifying each feature as it's completed. Regression Testing: Regularly conduct regression testing to ensure that new features do not adversely affect existing functionality. #### 2. Client User Acceptance Testing (UAT) Integration: Incorporate UAT into Sprints: Allocate dedicated time within each sprint for Client UAT. Involve Clients in the development process to collect their feedback iteratively. Collaborative Approach: Foster collaboration between your team and the Client during UAT to address issues promptly. Feedback Loop: Establish a clear feedback mechanism for Clients to report bugs or suggest changes during UAT, ensuring rapid response and resolution. #### 3. Smoke Testing of the Releasable Theme: Definition: Identify a 'releasable theme' or core set of features that must be stable for a successful release. Smoke Testing: Before each sprint ends, conduct a smoke test on the releasable theme to ensure it is functional and does not introduce critical issues. Blocking Criteria: Establish clear criteria that, if not met, would prevent the sprint from concluding, ensuring that only stable code is integrated. #### 4. Release Readiness Assessment: Checklist: Develop a comprehensive release readiness checklist that includes aspects like feature completeness, regression testing, security, performance, and documentation. Validation: Ensure that each item on the checklist is rigorously validated and signed off by the responsible team members. #### 5. Continuous Integration and Continuous Deployment (CI/CD): Automate Deployment: Implement CI/CD pipelines to automate deployment processes, ensuring consistency and reliability in releasing code to production. #### 6. Rollback Plan: Contingency: Have a well-defined rollback plan in place in case critical issues are discovered post-release to minimize downtime and Client impact. #### 7. Post-Release Monitoring: Monitoring Tools: Implement robust monitoring tools to closely watch the production environment post-release, promptly identifying and addressing any anomalies or issues. Feedback Loop: Establish channels for Clients to provide post-release feedback, ensuring any issues are addressed quickly. #### 8. Documentation: Documentation Updates: Ensure that release notes and training materials are updated to reflect the changes introduced in the release. ### Version Control for Front-End Implementations In the dynamic landscape of front-end development, version control is vital. Through utilizing features such as Shopify’s Theme Editor, or Theme Preview functionality, development teams can easily implement changes, experiment with new features, and fix bugs without ever accidentally disrupting the live online storefront experience. Employing version control tools like Git, can also help facilitate seamless team collaboration, change management tracking, and quick version rollback if needed. It’s through the use of these tools that you can help your delivery team further ensure store stability, consistently great user experience, and feature functionality amid ongoing enhancements. ### Harmonizing Business Needs with Scalable Solutions In any project, being able to effectively decode and address the Client’s business needs is key in building the foundation to a long-term, and successful, agency and Client partnership. At Domaine, we champion a systematic process that encompasses comprehensive discovery, requirements capturing, and proactive solution recommendations. This collaborative approach involves our team’s Solution Architects, UX Teams, Business Analysts, and Strategy Teams — ensuring our proposed solutions showcase our team’s technical prowess, while also aligning with the Clients' overarching business goals. However, challenges around areas such as the Client’s prioritization, and budget approvals, can shape this project approval process. But it’s our team’s continuous commitment to understanding and navigating these dynamics that helps to set us apart. The journey to crafting long-term project success in ecommerce development is ultimately a blend of strategic time management, precise planning, and ongoing support. It’s the interconnectedness of these elements that can pave the way for truly remarkable outcomes. A skilled delivery team will be able to adeptly navigate these challenges, and ensure seamless collaboration, effective conflict resolution, and unwavering team cohesion. As we embrace these principles, the path to sustainable excellence in project execution becomes clearer than ever. _(Contact form: Your brand has a bright future… Let’s craft it.)_ ### Modernising B2B Commerce: What legacy brands can learn from BOSKA https://domaineworldwide.com/insights/commerce-insights/modernising-b2b-commerce-what-legacy-brands-can-learn-from-boska/ What does “modern B2B commerce” really mean for legacy brands? Learn how BOSKA reduced operational friction, avoided over-engineering, and built a scalable Shopify + ERP foundation for international growth. In practice, modern B2B transformation is usually far less glamorous and far more operational. It begins with reducing friction inside the business itself. In this article, we’re unpacking what modernising B2B commerce actually looks like for the 125-year-old Dutch food-tools brand, BOSKA. ## Modernisation often starts with operational pain Before BOSKA’s digital transformation efforts began, the company’s B2B operations reflected the reality that many long-established wholesale brands still face today. Orders arrived through multiple disconnected channels, phone calls, emails, EDI, and even fax machines. Internal teams manually entered orders into backend systems while spending much of the day reacting to customer requests rather than proactively supporting growth initiatives. These systems had evolved over time to support the company successfully for decades. But as BOSKA expanded internationally and customer demand increased, operational inefficiencies became increasingly difficult to scale. Adding more headcount to manually process orders was not a sustainable long-term growth strategy. This is a common inflection point for many B2B organisations. Growth exposes operational friction that previously felt manageable and teams become overwhelmed by repetitive administrative work. In turn, customer response times slow down, and valuable internal expertise gets trapped inside fragmented systems and manual processes. ## Building on Shopify Before Shopify B2B When BOSKA first adopted Shopify for B2B commerce around 2016–2017, Shopify’s native B2B functionality was still relatively limited. The company knew it needed scalable digital infrastructure, but many of the workflows required for wholesale operations, including customer-specific pricing, account structures, tiered discounts, and ERP-connected business logic, had to be custom-built. This allowed the business to move forward early, but it also introduced increasing technical complexity over time. BOSKA eventually found itself reliant on heavily customised integrations and institutional technical knowledge concentrated within a small number of individuals. Troubleshooting operational issues often became difficult because the ecosystem had evolved into a highly bespoke environment. This pattern is increasingly familiar across larger-scale commerce. Customisation solves immediate business requirements, but excessive customisation can eventually create operational rigidity and technical debt that slows future growth. But customisation shouldn’t be avoided entirely, rather, it should be approached intentionally. ## Why over-engineering has become one of modern commerce’s biggest risks Looking back, BOSKA doesn’t regret the custom-built infrastructure developed earlier in its Shopify journey. **_“When we look back, there are no regrets because at the time it was what we needed, but over the years that passed, it wasn't what we needed to grow.” -_ Denise van Mourik, Digital Improvement Lead at BOSKA** However, as Shopify’s native B2B capabilities matured, BOSKA recognised that maintaining increasingly bespoke systems was becoming less sustainable operationally. That experience fundamentally changed how the business approaches commerce infrastructure today. Instead of immediately custom-building around every operational edge case, the focus shifted toward: - understanding core business priorities first, - maximising native platform functionality where possible, - customising only where true differentiation is required, - and ensuring long-term maintainability remains part of every technology decision. This reflects a much broader shift happening across ecommerce architecture. Increasingly, brands are moving away from highly fragmented “everything custom” ecosystems toward more composable infrastructure models where scalability and adaptability become priorities alongside flexibility. ## ERP-centric commerce is becoming increasingly critical After migrating away from an older Navision environment, BOSKA implemented Microsoft Business Central as its ERP system, with Boomi acting as middleware orchestration between systems. Shopify now functions as a flexible commerce layer sitting on top of that operational foundation. This architecture allows product data, inventory, customer information, pricing, and orders to move consistently between systems while maintaining the ERP as the single source of truth. That structure becomes especially important when scaling internationally. Today, BOSKA operates across multiple Shopify Markets, including Germany, France, the UK, the US, the Netherlands, and the rest of the world. Their next phase involves consolidating B2B operations into a more unified international setup capable of supporting localisation, market-specific pricing, and regional customer experiences within a single scalable ecosystem. ## Build a sustainable B2B infrastructure For many brands, this is where modern commerce infrastructure becomes transformational. International expansion no longer necessarily requires fragmented storefronts, disconnected operational systems, or entirely separate workflows by market. Modern platforms increasingly allow businesses to centralise operations while still delivering regionally relevant customer experiences. ### Everything old is new again in SEO https://domaineworldwide.com/insights/ai-insights/seo-aeo-geo-agentic-commerce/ AI discovery still rewards SEO fundamentals - structured data, feeds, clean indexing. But getting bought by an AI agent is a backend problem. Here's the split. **Key takeaways** - Google does not require a separate technical optimization layer for AI Overviews or AI Mode: [pages still need to be indexed and eligible to appear in Search](https://developers.google.com/search/docs/appearance/ai-features). - JSON-LD remains a strong technical SEO practice and [AI-cited pages are almost three times more likely to contain it](https://ahrefs.com/blog/schema-ai-citations/), but current evidence does not show that structured data itself causes higher citation rates. - Organic rankings still matter, but [their overlap with AI Overview citations has weakened considerably](https://www.omnibound.ai/blog/google-ai-overviews-statistics), and [position-one CTR can fall sharply when an AI Overview appears](https://ahrefs.com/blog/ai-overviews-reduce-clicks-update/). - Getting **discovered** by AI still rewards familiar SEO and product-data fundamentals. Getting **bought** by an AI agent increasingly requires feeds, APIs, authenticated pricing, inventory, and checkout infrastructure. There's a tidy story going around the ecommerce world right now: AI search (what the industry now calls Answer Engine Optimization, or AEO, and Generative Engine Optimization, or GEO) changed everything, and then, on closer inspection, it didn't change much at all. Old-school technical SEO is back in fashion, structured data is suddenly cool again, and the brands that spent the last decade doing the fundamentals well are the ones showing up inside ChatGPT and Google's AI Overviews. It's a good story. It's also only half true. The fundamentals of discovery really have held their ground. But a second, quieter shift is happening alongside them, one that has nothing to do with content or keywords at all. As AI moves from answering questions to completing purchases, brands are being asked to expose live pricing, inventory, and checkout logic through APIs and machine-readable feeds, a discipline that looks nothing like traditional SEO. Calling all of this "old SEO in a new coat" undersells how much engineering work now sits behind a simple product recommendation. Here's the fair version of the story: some things are genuinely resurging. Others are brand new. And the line between the two runs right through the difference between getting discovered and getting bought. ## What's actually holding true To appear as a supporting link inside AI Overviews or AI Mode, [**a page simply needs to be indexed and eligible to show up in standard search results with a snippet**](https://developers.google.com/search/docs/appearance/ai-features). There's no separate technical bar to clear. The old prerequisites, crawlability, indexability, and a clean site structure, are still the price of entry. Google has also [pushed back against the idea that generative search requires an entirely new technical playbook](https://developers.google.com/search/docs/appearance/ai-features), and explicitly says publishers do not need to [rewrite pages specifically for AI systems](https://developers.google.com/search/docs/fundamentals/ai-optimization-guide). The message is consistent: established search fundamentals and useful, human-readable content still matter. JSON-LD (**JavaScript Object Notation for Linked Data**) is now by far the most common structured-data format on the web: [HTTP Archive’s 2025 data found it on 43% of home pages](https://almanac.httparchive.org/en/2025/seo), compared with 16–17% for Microdata and about 1% for RDFa (**Resource Description Framework in Attributes**). AI-cited pages also over-index strongly for JSON-LD—in a [2026 Ahrefs analysis of 6 million URLs, cited pages were almost three times more likely to contain JSON-LD than non-cited pages](https://ahrefs.com/blog/schema-ai-citations/). However, current evidence does not show that JSON-LD is itself a direct driver of AI citations. Even so, maintaining accurate JSON-LD remains a strong technical SEO practice because it gives search engines a standardized, machine-readable representation of page entities and content and supports eligible search features. Shopify merchants are seeing an even more literal version of this pattern play out. Keeping [product variants organized under coherent product structures](https://app.notion.com/insights/commerce-insights/understanding-shopify-ucp-announcement/) has long been a familiar ecommerce and SEO practice. That same structure now also helps preserve clear relationships between products, variants, and their attributes when AI shopping systems interpret a catalog. Fragmenting variants across separate listings can also [split reviews, ratings, and product information across multiple pages](https://merges.io/blog/shopify-variants-agentic-ai-shopping). A familiar ecommerce architecture is taking on a new role in 2026. And then there’s the product feed. Once treated mainly as Google Shopping infrastructure, [Merchant Center feeds now also help products surface in Google’s AI responses and other Search experiences](https://developers.google.com/search/docs/fundamentals/ai-optimization-guide?utm_source=chatgpt.com). Keeping those feeds complete and current gives Google cleaner product data to work with, while [structured, complete product information is becoming part of the intelligence layer AI systems use to understand and represent a brand](https://domaineworldwide.com/eu/insights/commerce-insights/the-new-role-of-brand-in-the-age-of-ai/?utm_source=chatgpt.com). The role of the feed has expanded well beyond paid-media plumbing. So yes, in a real sense, everything old really is new again. The technical bones of SEO, indexability, structured data, and clean feed hygiene, aren't just still relevant. They remain an important machine-readable foundation across traditional and AI-driven search experiences. | SEO consideration | Old playbook | What's true now | | --- | --- | --- | | Indexability and crawlability | Baseline requirement to rank | Still the baseline. Google confirms there's no separate technical bar for AI Overviews or AI Mode | | Structured data (JSON-LD) | Nice-to-have for rich snippets | Present on 43% of home pages, and AI-cited pages are almost three times more likely to include it, though the evidence shows correlation, not proven causation | | Organic ranking position | Strong predictor of visibility | Overlap with AI Overview citations has fallen to roughly 17%, so a page-one ranking no longer reliably predicts an AI citation | | Position-one CTR | Reliable click driver | Can fall 58% when an AI Overview appears above the results | | Product feeds (Merchant Center) | Paid Shopping infrastructure | Now also feeds AI Overviews and other AI search experiences directly, not just paid placements | | Product and variant structure | Ecommerce and SEO organizational best practice | Also determines how AI shopping agents parse relationships between products, variants, and attributes | | Transaction readiness (feeds, APIs, authenticated pricing, inventory, checkout eligibility) | Not part of SEO at all | New territory, governed by commerce protocols like OpenAI's product-feed spec and Anthropic's Model Context Protocol. An engineering and operations problem, not a content one | ## Where the old playbook runs out That's the reassuring half of the story. The uncomfortable half starts with a simple fact: the relationship between ranking well and getting cited by an AI system has weakened considerably. In 2024, AI Overview citations showed much stronger overlap with pages already ranking in the organic top ten. By early 2026, [one analysis cited by Omnibound put that overlap at roughly 17%](https://www.omnibound.ai/blog/google-ai-overviews-statistics). Different studies produce different overlap rates, but the direction is clear: ranking on page one is a less reliable proxy for AI visibility than it once was. AI citation selection is not simply an extension of the traditional organic ranking order. The traffic math has shifted too. When an AI Overview appears above the results, even the top-ranked page can lose more than half its clicks: [Ahrefs’ 2026 analysis of 300,000 keywords found position-one CTR was 58% lower when an AI Overview appeared](https://ahrefs.com/blog/ai-overviews-reduce-clicks-update/). Seer found the same broader pattern across 5.47 million tracked queries and 2.43 billion organic impressions, with AI Overviews suppressing organic CTR particularly for informational searches. Ranking first still matters, but its value is increasingly split between earning the click and earning visibility inside the AI-generated answer. All of this means the foundations aren't the finish line anymore. Crawlability, indexation, and good content may get a page into the candidate set, but they do not guarantee that a generative system will choose it as a source. ## Discovery is old news, transaction is not. The more consequential shift is happening below the content layer: in the systems that let an AI agent determine whether a product can be found, priced, and purchased. ### ChatGPT ChatGPT’s commerce infrastructure makes that explicit. OpenAI’s [product-feed specification includes `is_eligible_search` and `is_eligible_checkout` controls governing whether a product can surface in ChatGPT search or support direct purchase](https://developers.openai.com/commerce/specs/file-upload/products-fragments/currently-stable). The same specification accepts optional signals such as product popularity and return rate, which OpenAI says can help improve ranking and highlight high-performing products. That is fundamentally different from optimizing a page for crawlability: product eligibility and commerce data now live partly in the feed and integration layer. ### Perplexity Perplexity is building toward the same outcome through different infrastructure. Its [Instant Buy with PayPal experience lets eligible U.S. shoppers purchase from participating merchants without leaving the conversational flow](https://www.perplexity.ai/help-center/en/articles/12932923-instant-buy-buy-with-paypal). The optimization problem is no longer just whether an agent understands the product; it is whether the merchant’s systems can complete the transaction. ### Anthropic Anthropic’s [Model Context Protocol creates a standard way for AI systems to connect directly to external data and tools](https://www.anthropic.com/research/model-context-protocol). Shopify now exposes [Storefront MCP capabilities for product discovery, carts, and checkout](https://shopify.dev/docs/apps/build/storefront-mcp/servers/storefront), alongside authenticated customer-account capabilities. Domaine has previously covered how [Shopify’s MCP and UCP direction is pushing commerce beyond the storefront and toward standardized agent-to-commerce interactions](https://domaineworldwide.com/ca/insights/commerce-insights/shopify-dotdev-2026-announcements/). That becomes especially important in B2B, where the correct product or price can depend on who is asking. Shopify’s [B2B infrastructure supports company-specific catalogs and pricing](https://shopify.dev/docs/apps/build/b2b/index). An agent serving those buyers may therefore need access to protected commerce systems, not simply a publicly crawlable product page. None of this makes the storefront obsolete. [ChatGPT still supports both merchant-site links and Instant Checkout for eligible products](https://help.openai.com/en/articles/11128490-improved-shopping-results-from-chatgpt-search). What is changing is the technical surface brands have to optimize: discovery still matters, but increasingly so do feeds, APIs, authentication, pricing logic, inventory, and checkout infrastructure. ## The honest verdict **Everything old is new again, but only for discovery**. Crawlability, structured data, and product feeds are still what get a brand found by AI systems, and the mechanics haven't changed, only the stakes have. Getting bought is a different problem entirely: exposing live pricing, inventory, and checkout to an autonomous agent is a systems integration challenge that sits with engineering and operations, not content, and no amount of clean metadata substitutes for a working API. There’s also a real caution worth naming. In EXL’s [2026 Enterprise AI Study](https://www.exlservice.com/insights/reports-research/2026-exl-enterprise-ai-study-us), 70% of executives cited data as their biggest barrier to AI adoption, while Salesforce’s [2026 CIO research](https://www.salesforce.com/uk/news/stories/cio-trends-2026/) found data security, privacy, and lack of trusted data remain the biggest obstacles to scaling agents. ### What the latest U.S. tariffs mean for UK & EU brands https://domaineworldwide.com/insights/resources/us-tariffs-uk-and-eu-brands/ Discover how new U.S. tariffs are impacting UK & EU brands, from fashion to beauty, and the strategies to navigate costs, compliance, and growth opportunities. Tariff compliance extends far beyond the duty line on customs documentation. The complete landed cost structure now incorporates elevated freight expenses, insurance premiums, and brokerage fees. For fashion and apparel brands in particular, establishing 'wholly obtained' status presents significant hurdles: Italian fabrics might complement Chinese trims within garments assembled in yet another jurisdiction. This intricate supply chain reality creates exposure to classification errors, duty overpayments, and potential compliance penalties. The impact reverberates throughout luxury and premium sectors. Tapestry, parent company of Coach and Kate Spade, has signaled a substantial $160 million reduction in FY2026 profits despite positive sales trajectories (Vogue Business). Meanwhile, heritage houses like Burberry and conglomerates such as LVMH are navigating the delicate equilibrium between margin protection and brand positioning, with selective price adjustments and operational efficiencies under consideration (The Times). Health and beauty brands face their own distinct challenges, where tariff rates can pivot on granular details like packaging dimensions or formulation specifics, FDA inspections and CPFC reviews introduce additional clearance delays. Even industry titan Estée Lauder projects a $100 million tariff-related reduction in FY2026 earnings (Vogue Business). For emerging beauty exporters, the stakes are even higher—not merely margin compression but potential viability questions for entire product lines in the U.S. market. **Download our Tariff Impact Analysis Playbook, offering a comprehensive view of U.S., UK, and EU tariff updates, enriched with insights from our Tariff Impact Survey and curated by the Domaine Roundtable.** — Published August 2025 — [Download Now](https://domaineworldwide.com/insights/commerce-insights/tariffs-are-rising/) The **end of the de minimis exemption on 29 August 2025** adds a further layer of strain. Until now, parcels under $800 could enter duty-free; soon, every shipment will require formal customs entry. This change directly threatens the DTC models that powered much of UK and EU growth into the U.S. Now, fashion and beauty brands built on high-volume small-parcel fulfilment face either absorbing additional costs or pivoting their logistics model. Yet amid disruption, opportunities are emerging. Investing in smarter customs planning, from licensed brokers who ensure accurate HTS codes to Shopify ecosystem tools like Swap, Avalara, and ShipStation that automate duty and tax calculation. Global-e, widely used by UK and EU exporters, facilitates cross-border checkout and compliance, though it should be complemented with licensed brokerage for accurate classification. Fulfilment strategies are also evolving. Many brands are moving inventory into U.S. 3PLs, paying duties once per bulk shipment rather than per order. This lowers per-unit freight costs, speeds up delivery, and enables “ships from USA” messaging. For high-value fashion, beauty, and homeware, the economics are often favourable. Others are refining product mixes, prioritising SKUs with stronger margins or lighter tariff exposure. Some exporters are going further still by establishing a **U.S. entity**. In practice, this means bulk-shipping goods at declared manufacturing cost, paying duties once on that base value, and then selling domestically. While legitimate, it is not a loophole. U.S. Customs requires arm’s length pricing between related entities. When brands attempt to underdeclare values, they risk enforcement; Shein and Temu have both faced U.S. scrutiny for aggressively exploiting de minimis thresholds and undervaluing shipments (Bloomberg). The more common and safer route is to pair a U.S. subsidiary with a bonded warehouse or 3PL. This transforms unpredictable per-order duties into a consolidated, predictable cost structure and provides a stable operational base for scaling in the U.S. The end of de minimis, while disruptive, levels the playing field for established exporters who previously competed with ultra-low-cost imports. Brands can differentiate more clearly on quality, service, and equity rather than being undercut by volume-driven rivals. Tariffs are also driving overdue investment in operational resilience, from diversified sourcing to scenario-led financial planning. Some UK and EU brands are even experimenting with consumer-facing transparency, using email or social updates to outline what is known, what is uncertain, and what steps are being taken. This honesty, handled carefully, can build trust at a time when confidence in global commerce is low. ### Final Thoughts At Domaine, we work with brands to navigate growth in complex markets. Our strategy function partners with you to create tailored roadmaps that align with your challenges and goals. Whether you’re exploring U.S. fulfilment through a 3PL, evaluating entity setup, or seeking clarity on landed costs, we build clear, actionable plans that balance resilience with growth. If you’re rethinking how your brand sells into the U.S., we can help you turn disruption into an opportunity to scale. #### Need help navigating the impact of U.S. tariffs on your business? Get in touch with Domaine to see how we can architect a solution that fits your unique challenges and growth goals. ### How Aligning CRM, UX, and Strategy Creates Seamless Customer Experiences that Convert https://domaineworldwide.com/insights/resources/aligning-crm-ux-and-strategy-for-cro/ Discover how leading brands unify CRM, UX, and strategy to create personalized, data-driven customer journeys that boost conversion and retention. Download the full playbook. Personalization used to be a competitive advantage. Now it’s just the baseline. For modern consumers, especially younger ones, relevance isn’t a nice-to-have. It’s expected. And yet, many brands still treat their customer data, lifecycle messaging, and digital experience as siloed disciplines. The result? Fragmented journeys, generic touchpoints, and missed opportunities. At Domaine, we see things differently. Our latest playbook, [_Aligning CRM for CRO Through Customer-Centric Marketing Tactics_](https://domaineworldwide.com/aligning-crm-for-cro-through-customer-centric-marketing-tactics/), explores what it takes to unify these functions and how doing so is critical to delivering personalized experiences for conversion rate optimization. Below, we’ve summarized the key ideas. **Want the full deep dive?** — [Download the Playbook](https://domaineworldwide.com/aligning-crm-for-cro-through-customer-centric-marketing-tactics/) ### Personalization Isn’t a Creative Layer. It’s a System. The modern customer journey is messy. People discover your brand through email, browse on mobile, abandon carts on desktop, and return weeks later via SMS. One-off campaigns or disconnected flows won’t cut it and treating CRM, UX, and strategy as separate functions guarantees friction. Instead, the brands that win are the ones that treat personalization as a system-level strategy. That means grounding every touchpoint, from CRM flows to product detail pages, in shared customer insight. And it starts with data. ### Three Plays for Building a Customer-Centric Experience The playbook breaks the approach down into three key plays: 1. **Map and optimize the full customer journey **from opt-in to repeat purchase. 2. **Align teams and systems around the customer **with strategic governance that enables iteration. 3. **Build a persona-driven engine** rooted in real-time data, advanced segmentation, and adaptive UX. ### Lifecycle, Site, and Strategy: All Talking to Each Other Your website isn’t just a storefront, it’s the connective tissue of your customer experience. When CRM and UX strategies are built in isolation, signals get lost. When designed together, the impact compounds: - **Smart acquisition**: Signup forms match the user’s context and acquisition source, increasing conversion and first-party data quality. - **Intelligent onboarding**: Post-purchase flows reinforce value, build trust, and set the stage for a second purchase, personalized to product, segment, and intent. - **Retention through relevance**: Segments evolve in real time, enabling timely nudges, loyalty perks, and site experiences that feel one-to-one, even at scale. Platforms like [Shopify](https://www.shopify.com/), [Klaviyo](https://www.klaviyo.com/), [Faraday](https://faraday.ai/), and [Nosto](https://www.nosto.com/) make this possible. But even the best strategies need structure to succeed. Once personalization is in place, the challenge is sustaining momentum across teams and tools. That’s where strategic governance comes in, aligning internal priorities with customer reality to enable faster, smarter decisions rooted in shared goals and real-time insight. ### The Outcome? Personalization That Performs When brands align CRM, UX, and strategy around the customer, the payoff is clear: - Higher opt-in and conversion rates - Smoother, more intentional digital journeys - Increased lifetime value through retention and loyalty - A system that adapts, not just reacts At its best, this isn’t about channels or campaigns. It’s about building a brand that listens to its customers and responds in ways that feel natural, helpful, and deeply personal. ### Get the Full Strategy The playbook breaks down the exact frameworks, tools, and real-life applications we use to help brands move from isolated tactics to integrated systems: ones that scale personalization without losing their human touch. _(Contact form: Download Aligning CRM for CRO Through Customer-Centric Marketing Tactics)_ ### Take these tips to make a success of your German webshop https://domaineworldwide.com/insights/commerce-insights/take-these-tips-to-make-a-success-of-your-german-webshop/ Owning a successful (Dutch) webshop, you’re probably dreaming of expanding. Ambitious as you are, you don’t only want to cross borders but also expand transatlantically or even trans-pacifically. Great ambition, although we would advise to take a beat and reconsider. Start small. Maybe check out Belgium. Or Germany. Our eastern neighbor has great potential when it comes to e-commerce. And not just because the country is about five times the size of the Netherlands and we’re much closer - both geographically and lingually - to Germany than, say, the UK or France. Our co-founder and CCO, Bob Rockland, always says: “It costs only one euro more to send something to Germany, so why not take the chance?” And since our [Shopify agency](https://www.code.digital/en/) has a Berlin-based branch, we have extensive and direct experience with serving the German market and we’re now also a [Shopify Premier partner](https://www.code.digital/services/shopify-plus) there. In this blog, we’ll give you some useful tips for successfully launching your German Shopify webshop. “Jetzt geht’s los!,” as the Germans would say. ### The German consumer In our experience - and that of our clients that already made it across the border, like [Stoov](https://www.code.digital/en/cases/stoov), [Rosefield](https://www.code.digital/en/cases/rosefield) and Jane Lushka - German consumers are open, honest and caring. Additionally, they’re extremely loyal. They may scrutinize your shop and services the first time around but when you prove yourself worthy of their business, they turn into faithful customers who’ll keep coming back for more. We have also noticed that for our clients, the AOV (average order value) of German consumers is often up to 35% higher than of the Dutch consumers. And all that for only one euro more for shipping. Furthermore, Germans prefer to speak German (so no English and definitely no Dutch) and like to be addressed formally but what really stands out is that German consumers are very concerned with privacy. This means that they like to shop online in guest mode (without an account) and prefer to pay for their items with a wallet, so that their purchases can remain ‘anonymous’. When they order in a Dutch webshop for the first time, they’ll probably prefer post-pay billing services like Klarna. Germans also like to use PayPal or their Amazon cards for online payments and when they go shopping physically, they prefer paying cash. ### AGAP (as German as possible) Let’s start off with a tip to attract German clients: hire a German marketing agency and make sure that all your advertising is directed towards introducing your webshop to the customers. As we’ve learned, you only have to get German customers over the threshold and the rest will take care of itself. Or almost, at least, since advertising alone won’t get you there. Of course, you should also have your webshop translated by a professional translator (and don’t just run it through Google Translate), make sure that the copy is clean as a whistle and that your German-speaking customer service is up and running from the get-go. It’s also paramount to make sure that your Terms & Conditions and your shipment and payment conditions are up to code, because Germans will read them and will let you know when something’s off. And that will be the last time you hear from them. Every decent German website has an Impressum at the bottom, a kind of footer that contains information about the company, like their Chamber of Commerce registration number and who the Geschäftsführer (the owner) is. This is not just to accommodate the Germans, it’s mandatory. ### Germans love quality Don’t forget to register a .de domain name and take the local rules and regulations into account. You’d be wise to also adhere to the unwritten rules here, such as Germans being all about quality and dependability. They love trusted webshops (with an accompanying quality mark, of course) and like to receive their products in sturdy boxes, instead of the soft, recycled cardboard and flabby plastic bags that we use in the Netherlands. “If you also add a little something extra to the orders every now and then, you’ll have fans for life in the Germans,” Bob discloses. By the way, also take care to find a trustworthy fulfillment partner, such as [Alaiko](https://www.alaiko.com/), [Shipwire](https://www.shipwire.com/) or the Dutch [Active Ants](https://www.activeants.de/), which has also successfully entered the German market. Finding a good shipping partner is just as important. Consider a partner like [Sendcloud](https://www.sendcloud.nl/) if you want the stuff you send to actually arrive. Finally, our eastern neighbors are very sensitive to cross and upselling, so invest in excellent recommendation software, such as [Limespot](https://www.limespot.com/) or [Rebuy](https://www.rebuy.nl/). ### Let's make it happen We hope that this blog has given you some insight into the German market, that it has convinced you of the amazing potential of this country and that you’re now dreaming of your very own .de domain-named webshop. If you’ve replied ‘yes’ three times and you’re already successful in the Netherlands, we think you’re ready to try your luck across the border. Are you looking for the ideal Shopify Plus setup for your international webshop? Then you might be interested in this blog about a [multi-store setup](https://www.code.digital/en/insights/choose-a-multi-store-setup-in-shopify-plus-to-localize-your-global-e-commerce). ### Shopify x OpenAI: How ChatGPT Is Transforming Ecommerce https://domaineworldwide.com/insights/ai-insights/shopify-openai-how-chatgpt-is-transforming-ecommerce/ Discover how Shopify’s partnership with OpenAI brings AI-powered shopping to ChatGPT. Learn what it means for ecommerce brands and the future of AI commerce. ### The AI commerce landscape in 2025 To give some context to the magnitude of this partnership, it’s important to understand how the ecommerce AI landscape has rapidly progressed in 2025. Outside of the Shopify ecosystem, and the many new AI features to come out of that, big players in the broader AI-tech sphere began to stake their claim in commerce. In November 2024, [Perplexity AI welcomed their “Buy with Pro”](https://www.perplexity.ai/hub/blog/shop-like-a-pro) feature alongside a new merchant API. In April 2025, [Microsoft launched its Copilot Merchant Program](https://www.microsoft.com/en-us/microsoft-copilot/blog/2025/04/18/introducing-the-copilot-merchant-program/) that would enable sellers to create in-chat storefronts. And, behind closed doors, OpenAI’s Operator research agent was booking travel and ordering groceries for Pro users. Most recently, OpenAI [released their “Instant Checkout” feature powered by Stripe](https://openai.com/index/buy-it-in-chatgpt/). Stripe is the checkout & payments infrastructure that enables in-chat purchases across merchants and platforms. This integration allows Plus, Pro and Free users in the U.S. to make single-item purchases directly from US Etsy sellers, and soon Shopify (multi-item carts, more merchants and expanded regions coming soon). ## What is the OpenAI x Shopify Partnership? OpenAI and Shopify have announced a partnership that will mean any brand, using Shopify as their platform, that enables ChatGPT in their sales channel (once released), will have their products available to purchase through ChatGPT. Shopify will feed real-time product data (price, inventory, images) into ChatGPT for discovery, while the brand will still receive any orders directly in their Shopify Admin. Essentially Shopify will act as the middleman between ChatGPT and a brand. ### The good and the not so good On the **good** side of this partnership, the integration gives Shopify merchants instant access to a new, high-intent discovery channel inside ChatGPT, where users are actively asking to buy. It promises shorter purchase journeys and more personalized product matching. It also means no additional storefront to manage and orders, payments, and analytics flow through their existing setup. On the **not so good** side, there are a few critical risks. First, **fragmentation**: as OpenAI, Microsoft, Google, and others roll out their own conversational marketplaces, brands may need to optimize for multiple “AI surfaces,” each with unique feed specs, APIs, and ranking signals. Second, **loss of customer data**: purchases made inside ChatGPT limit the amount of first-party data brands can collect directly, weakening their ability to retarget, segment, or personalize beyond the chat ecosystem. Third, **ranking competition**: as more merchants participate, ChatGPT’s algorithms will decide which products surface first - just like traditional SEO on search engines. Visibility will depend on schema implementation (more on this in 'key considerations'), [AI search optimization](https://domaineworldwide.com/services/strategy/ai-commerce-suite/ai-search-optimization/) (GEO), price competitiveness, and overall trust signals, creating a new kind of “AI shelf space” race. ## What we expect: Shopify Plus and enterprise brands Shopify and OpenAI have not yet released full technical documentation for enterprise merchants. However, based on official announcements, OpenAI’s Agentic Commerce Protocol (ACP), and Shopify’s existing Sales Channel Framework, this is what we expect will follow once the rollout and developer docs go live. **Dedicated integration via Shopify’s Sales Channel Framework** - Shopify Plus merchants are expected to gain early access to a ChatGPT sales channel, available as a native integration in Admin or via Organization Settings → Commerce Channels. - Brands will likely be able to enable it at the organization level for multiple stores (global brands, regional catalogs, etc.). - The system should automatically sync product data, pricing, inventory, and variants into OpenAI’s ecosystem using Shopify’s **GraphQL product APIs** aligned with the **ACP Product Feed spec**. - Multi-store organizations could designate which markets, stores, or SKUs are visible in ChatGPT. **Advanced configuration & Instant Checkout control** - Plus brands may be able to choose between **Instant Checkout inside ChatGPT** (via Stripe and the ACP token flow) or a **custom redirect checkout** to a branded or headless domain. - Checkout logic could be customized using **Shopify Functions** or **Hydrogen APIs** to tailor payment methods, shipping rates, or offer logic before finalization. **ACP / Stripe integration with enterprise PSP flexibility** - The Instant Checkout flow will use **Stripe** by default, but Shopify Plus merchants should be able to map payments to enterprise PSPs (Adyen, Braintree, [Authorize.Net](http://Authorize.Net), etc.) that support **ACP’s Delegated Payment Spec**. - Payments will still use **Shared Payment Tokens (SPTs)** for security as ChatGPT never touches card data. - All orders will settle through existing Shopify Payments or connected gateways with reconciliation, taxes, and multi-currency handling. **Custom fulfillment, OMS, and analytics** - Orders from ChatGPT will likely appear as **first-party Shopify orders**, flowing into existing **OMS** or ERP systems via Shopify Flow, APIs, or webhooks. - Attribution should include a “ChatGPT Channel” marker, visible in reports and analytics dashboards. - Brands could segment and track ChatGPT-origin orders using ShopifyQL, GA4, or their BI stack. **Brand experience & content control** - Shopify Plus merchants are expected to gain deeper customization, including **custom branding data** (logos, rich media, enhanced descriptions). - **Dynamic responses** could be powered by a brand’s own GPT or AI assistant through the ACP “Agent Hand-off” endpoint. - **Localized variants** would allow ChatGPT to surface regional stores and currencies via Shopify Markets. **Certification, compliance, and enterprise rollout** - Enterprise participation will likely require **ACP conformance certification** managed jointly by Shopify and OpenAI. - Shopify Plus brands may receive **dedicated technical onboarding and support**. - Certification will help ensure product feeds, order APIs, and payment flows meet OpenAI’s reliability and privacy standards. - Once certified, brands should be able to deploy across multiple markets under one organization ID. ## More complexity for non-Shopify brands If your store is not on Shopify (for example, Salesforce Commerce Cloud, Adobe Commerce, custom, or other), participating in ChatGPT commerce is possible but far more technical and resource-intensive. You’ll need to implement the Agentic Commerce Protocol (ACP), building checkout APIs, webhooks, and integrations yourself, and maintain a structured, up-to-date product feed that meets OpenAI’s data standards. Payments must be ACP-compatible, meaning you’ll process transactions via Stripe or another PSP that supports tokenized payment flows. Finally, brands must apply and pass certification through OpenAI’s merchant program to ensure compliance, reliability, and data security before going live. **In short, non-Shopify merchants face higher setup complexity, stricter technical requirements, and a longer path to activation.** ## Key Considerations for Success ### The Importance of Schema Unlike traditional ecommerce, where users browse pages and filters, ChatGPT relies entirely on schema to interpret queries like “eco-friendly yoga mat under $50” or “formal black dress with sleeves.” If those attributes aren’t accurately captured in your feed, your products simply won’t surface in results. This means brands must invest in clean, structured, and complete product data. Every SKU should include standardized titles, clear descriptions, variant options, sizes, materials, colors, prices, stock levels, and shipping details — all mapped to OpenAI’s product feed schema (based on the Agentic Commerce Protocol). Rich metadata also supports follow-up questions: when a user asks “is this waterproof?” or “can I get it by Friday?”, as ChatGPT pulls those answers directly from your structured data. ### Site optimization for AI search matters AI systems like ChatGPT don’t “rank pages” in the same way Google does. Instead, when a user asks a question like “best running shoes for flat feet,” the AI tries to generate a concise, relevant answer by pulling together the most trustworthy, readable, and interpretable data it can access. If your product pages, or your site in general, aren’t structured, clear, or machine-readable, your chance of being selected or cited drops. This is sometimes referred to as **Answer Engine Optimization (AEO)** or **Generative Engine Optimization (GEO)** optimizing so that AI agents include your brand or products in their responses. So even if you’re a brand on Shopify, this doesn’t necessarily mean you’ll see an immediate uptick in sales through ChatGPT, you have to be discovered first. ## Domaine’s response Domaine is embracing the evolving AI-driven commerce landscape by integrating Shopify's latest AI capabilities into its ecosystem - both through Domaine Labs, its dedicated R&D division, and by incorporating new services to better meet brand needs. With the launch of our [AI Commerce Suite,](https://domaineworldwide.com/services/strategy/ai-commerce-suite/) Domaine enables brands to navigate this new era of conversational commerce, where discovery, personalization, and checkout increasingly happen inside AI platforms like ChatGPT. [Connect with our team at Domaine](https://domaineworldwide.com/contact/) to explore how we can help you integrate Shopify’s latest AI capabilities, optimize for ChatGPT discovery, and future-proof your ecommerce strategy. ## FAQs ### What is the Agentic Commerce Protocol (ACP)? ACP is an open commerce standard co-developed by OpenAI and Stripe. It defines how AI agents communicate with merchant systems for product feeds, checkout, and payments — allowing multiple platforms, not just Shopify, to sell through AI assistants. ### Why is product schema important for AI commerce? ChatGPT and other AI engines rely on structured markup, including titles, descriptions, attributes, pricing, stock, and variants, to understand and rank products. Missing or inconsistent data can prevent products from appearing in conversational search results. ### How can brands improve visibility in AI search? Optimize for **Answer Engine Optimization (AEO)** by: - Using complete schema markup (`Product`, `Offer`, `Review`, `FAQPage`) - Keeping feeds accurate and real-time - Writing natural-language product copy that answers buyer questions - Allowing AI crawlers (like `OAI-SearchBot`) to access product pages ### When will ChatGPT commerce expand beyond the U.S.? As of late 2025, ChatGPT Instant Checkout supports U.S. users and merchants only. OpenAI has confirmed that multi-item carts and international expansion are in development, but we don’t have a clear outline of when that will happen. ### Enterprise E-Commerce with Shopify: Commerce Components https://domaineworldwide.com/insights/technology/enterprise-e-commerce-with-shopify-commerce-components/ Shopify’s tried and tested e-commerce infrastructure - but modular. That’s Commerce Components by Shopify: a way for the true e-commerce giants to cherry pick among Shopify’s best-in-class solutions, add the bits they want to their commerce stack and profit from Shopify’s first-class infrastructure, while having complete freedom to mix and match components as they see fit. ![brands](https://cdn.sanity.io/images/cxeknc6v/production/95fcada64aede9bdc2d5a5c68877776ed3610089-3168x1720.png?w=1600) Does that sound like something your brand would benefit from? Retailers like Mattel, JB Hifi, Glossier, Coty, Steve Madden, Spanx and Staples are already taking advantage of Shopify’s newest, composable commerce proposition, and more brands will follow soon. As Shopify starts making its infrastructure and powers of innovation available to enterprise-level retailers, at Domaine Europe we are excited to join them on the road to serving the high-performing upper regions of commerce. In this blog, our founders Bob Rockland and Wouter Monkhorst share their thoughts on Commerce Components by Shopify. - [What is composable commerce and why do enterprise giants need it?](https://www.code.digital/blog/enterprise-e-commerce-with-shopify-commerce-components?__hstc=53161207.eb397f1e48caf8f7f9a511300d256663.1767863131914.1772551345878.1772616659752.8&__hssc=53161207.4754750.1772616659752&__hsfp=8cd87498ea6c4988490670460438665f&_gl=1*hmn7dt*_gcl_au*OTk3ODM5NjguMTc2Nzg2MzEyOA..*_ga*NjM4NjU4MjM5LjE3Njc4NjMxMjg.*_ga_8S7N4JJCYV*czE3NzI2MTY2MzMkbzEyJGcxJHQxNzcyNjIwNzI3JGo4JGwwJGgw#composable) - [What does Commerce Components by Shopify offer?](https://www.code.digital/blog/enterprise-e-commerce-with-shopify-commerce-components?__hstc=53161207.eb397f1e48caf8f7f9a511300d256663.1767863131914.1772551345878.1772616659752.8&__hssc=53161207.4754750.1772616659752&__hsfp=8cd87498ea6c4988490670460438665f&_gl=1*hmn7dt*_gcl_au*OTk3ODM5NjguMTc2Nzg2MzEyOA..*_ga*NjM4NjU4MjM5LjE3Njc4NjMxMjg.*_ga_8S7N4JJCYV*czE3NzI2MTY2MzMkbzEyJGcxJHQxNzcyNjIwNzI3JGo4JGwwJGgw#commercecomponents) - [Shopify Plus vs headless with Hydrogen vs Commerce Components](https://www.code.digital/blog/enterprise-e-commerce-with-shopify-commerce-components?__hstc=53161207.eb397f1e48caf8f7f9a511300d256663.1767863131914.1772551345878.1772616659752.8&__hssc=53161207.4754750.1772616659752&__hsfp=8cd87498ea6c4988490670460438665f&_gl=1*hmn7dt*_gcl_au*OTk3ODM5NjguMTc2Nzg2MzEyOA..*_ga*NjM4NjU4MjM5LjE3Njc4NjMxMjg.*_ga_8S7N4JJCYV*czE3NzI2MTY2MzMkbzEyJGcxJHQxNzcyNjIwNzI3JGo4JGwwJGgw#shopifyplusvsheadless) - [Going composable with Shopify and ](https://www.code.digital/blog/enterprise-e-commerce-with-shopify-commerce-components?__hstc=53161207.eb397f1e48caf8f7f9a511300d256663.1767863131914.1772551345878.1772616659752.8&__hssc=53161207.4754750.1772616659752&__hsfp=8cd87498ea6c4988490670460438665f&_gl=1*hmn7dt*_gcl_au*OTk3ODM5NjguMTc2Nzg2MzEyOA..*_ga*NjM4NjU4MjM5LjE3Njc4NjMxMjg.*_ga_8S7N4JJCYV*czE3NzI2MTY2MzMkbzEyJGcxJHQxNzcyNjIwNzI3JGo4JGwwJGgw#going)Domaine Europe ### What is composable commerce and why do enterprise giants need it? Shopify is becoming an ever bigger player in the enterprise retail market, with [enterprise being its fastest–growing user segment in 2022](https://techcrunch.com/2022/09/13/enterprise-e-commerce-in-2022-as-tam-expands-the-platform-wars-are-heating-up/). This segment has a particular set of challenges that Shopify is addressing through a series of new products. We already wrote about [Shopify’s headless offering](https://www.code.digital/blog/headless-commerce-on-shopify-with-hydrogen) and [all-new checkout](https://www.code.digital/blog/everything-you-need-to-know-about-the-all-new-shopify-checkout-in-2023) in recent blogs, and are now following up with more information on another enterprise-only novelty: Commerce Components by Shopify (CCS), launched in 2023. What challenges specific to large enterprise retailers (>$100 million) are tackled through this newest loot on the Shopify branch? Here are a few of the most pressing: - Giant enterprise brands are not comfortable committing to an all-in-one solution like the one Shopify traditionally offers. Such a package deal presents constraints to large retailers when optimising their e-commerce stack. They need more flexibility and are looking for a growth partner more than a platform. - Another reason why they need so much flexibility is the presence of legacy systems in their tech stack. Enterprise brands have typically accumulated many custom and third-party solutions over the years, and updating or replacing them is a monstrous undertaking. They prefer to do this bit by bit, and hence need a more modular approach with separate components that are easy to connect with (and disconnect from) the rest of their commerce stack. - At the same time, cloud-native solutions are the future - and many large retailers have been a bit slow on the uptake. Since they can’t ignore the considerable benefits of cloud-based services, there’s been a steady digital transformation going on for the past few years with big retailers gradually moving to a less cumbersome, more flexible stack. As big brands seek to reduce reliance upon their own servers and development power, Shopify’s global infrastructure becomes a viable alternative. Shopify’s speed, reliability and relentless innovation power only add to its attraction. - Another factor is, of course, cost. As enterprise businesses are optimising the ROI of every element in their tech stack, Shopify’s pricing, speed of deployment and rapid ROI become very interesting. - And let’s not forget the ever-changing expectations of the modern customer. A smooth, cohesive customer experience and omnichannel presence are a must, as well as more and more personalization. Unified data and a seamlessly connected tech-stack serve to support this - things Shopify has been working on providing tirelessly, for the past decade. What is more, e-com businesses need to adapt to and even anticipate customer trends fast, for which a flexible tech stack is required. - Last but not least: Shopify’s 99.99% uptime is a winner, whatever the size of your business. Eliminating crashes and updates from the day-to-day goings-on can be a huge relief, even more so at this level. ### What does Commerce Components by Shopify offer? When asking Daniel Glock, Lead Solutions Engineer for Enterprise Accounts in EMEA at Shopify, about the essence of Commerce Components, he explains: “CCS is a unique opportunity for the largest enterprise retailers to partner with Shopify (R&D) to define the future of commerce.” Commerce Components by Shopify [currently offers 30+ components](https://www.shopify.com/components). We asked our CCO Bob Rockland and CEO Wouter Monkhorst to walk us through the most promising ones: - **Headless SDK**. Build React-based headless storefronts with Hydrogen, using Shopify Plus or any other system as the backend and hosting your headless store on Oxygen. Wouter: “This is a game-changing bit of technology. E-com businesses can now go headless without having to maintain and update the framework themselves - it’s taken care of by Shopify’s huge army of developers. Similarly, they can host their headless stores with Oxygen, the hosting platform that is maintained by Shopify. Such a setup significantly reduces the costs associated with maintaining a headless architecture.” [Read more about going headless with Shopify here](https://www.code.digital/blog/headless-commerce-on-shopify-with-hydrogen). - **Cart**. The Shopify cart is fast and accessible anywhere. Wouter: “It’s edge-deployed, meaning it will be as fast on a quiet Balinese beach as it is in downtown Amsterdam. Shopify’s global infrastructure has recently expanded considerably and can now serve even the most remote places, without skipping a beat.” - **Checkout platform**. The Shopify Checkout is of course a big USP for Commerce Components. Instead of building their own, enterprise giants can now simply take [the world’s best-converting checkout](https://www.shopify.com/enterprise/shopify-checkout) and integrate it with their own systems. Bob: “You can build the most incredibly expensive product configurator, spend a fortune on branding or acquisition campaigns - but if your checkout is broken, you will still not make a healthy revenue. Any e-com business looking to improve their conversion and sales would do well to start using the Shopify checkout.” [Read more about the latest improvements made to Shopify’s checkout here](https://www.code.digital/blog/everything-you-need-to-know-about-the-all-new-shopify-checkout-in-2023). - **Tax Platform**. Processing payments and taking care of taxes worldwide through a Merchant of Record takes away many of the complexities of global e-commerce. Through this component, users can profit from Shopify’s partnership with [Global-e](https://www.global-e.com/). Wouter: “If you want to expand internationally and want to do this fast, this is the way to speed up your time to market”. - **Functions Extensibility**. This component makes it possible for enterprise users to customise Shopify’s usually closed backend. Wouter: “Shopify’s core is heavily guarded, for obvious reasons. For very big brands, though, Shopify is willing to make an exception and have their own developers customise the Shopify core to meet an individual client’s requirements.” - And of course Commerce Components can be integrated with practically everything. All components come with a flexible API to make fast integrations possible. But Components is more than a list of separate modules. In effect, what Shopify is doing is sharing the state-of-the-art infrastructure that they have built over the years with the truly large brands and businesses in e-commerce. Shopify’s global network of servers, its huge amount of data and business intelligence gathered through serving two million stores worldwide, and of course its raw powers of development and innovation, to name a few, are now offered to a very select segment of e-commerce players - in true partnership. **Are you in the process of evaluating the right commerce architecture for your brand?** In this free whitepaper, Ilya Grigorik (principal engineer at Shopify) shares his view on what makes a resilient commerce architecture—and critically, why microservices aren’t the magical solution advocates claim they are. ### Commerce Components, Hydrogen or Shopify Plus? With the launch of Commerce Components, there are now three Shopify options to choose from for enterprise-level businesses: [Shopify Plus](https://www.code.digital/services/shopify-plus), [headless Shopify with Hydrogen](https://www.code.digital/blog/headless-commerce-on-shopify-with-hydrogen), and Commerce Components. What is the best solution for your situation? It mostly comes down to the size and spending power of your business, and the expected ROI for the three solutions. Shopify Plus is optimised for businesses with a revenue of $2 million per year and up, while the budgets involved in implementing and running a headless store with Hydrogen require a revenue that is a decent multiple off that. **→** [**Read more about Shopify Plus pricing**](https://www.code.digital/services/shopify-plus) **and** [**calculate if your business is ready for headless with Hydrogen**](https://www.code.digital/blog/headless-commerce-on-shopify-with-hydrogen#the-headless-business-case) Commerce Components is steered to become viable for enterprise retailers with a GMV towards 500 million to multiple billions, but those numbers are benchmarked for the USA. We like to believe that for brands in EMEA, Commerce Components is worth investigating from a revenue of $100 million and up. ### Going composable with Shopify and Domaine Europe With the release of Commerce Components, we can consider [one hopelessly outdated but tenacious Shopify myth well and truly busted](https://www.code.digital/blog/some-tenacious-myths-about-shopify#Shopify_enterprise): that Shopify isn’t suited to enterprise-level businesses. At Domaine Europe, we are looking forward to seeing in what ways Shopify will reinvent this new field - in the same way they did every segment of e-commerce they turned to so far. As one of the most experienced Shopify Plus agencies in the EU, with a reputation for delivering technologically and commercially advanced commerce stacks, Domaine Europe is one of the Shopify Partners to offer Commerce Components. Would you like to explore if Commerce Components is a fit for your brand? [**Reach out here.**](https://www.code.digital/contact) ### Adobe Commerce to Shopify for Enterprise Brands https://domaineworldwide.com/insights/resources/adobe-to-shopify-enterprise-migration/ Discover why enterprise brands are moving from Adobe Commerce to Shopify. Get insights on benefits, timelines, and expert migration. ## From Bottlenecks to Breakthroughs: Why Shopify Scales Better Shopify has evolved into an enterprise-grade platform designed for the pace and complexity of modern commerce. Compared to Adobe Commerce, the advantages in infrastructure, development velocity, and total cost of ownership are worth strong consideration from decision-makers. We dive deep into these trends in our new whitepaper: **[Adobe to Shopify: The Enterprise Migration Guide](https://domaineworldwide.com/adobe-to-shopify-migrations/).** ## New Whitepaper: A Technical Guide to Migrating from Adobe Commerce to Shopify Our latest enterprise migration installment, Domaine’s **Adobe Commerce to Shopify Migration Guide**, is created specifically for technical leaders evaluating migration. Inside, you'll find: - Core architectural differences between Adobe Commerce and Shopify - A migration methodology informed by dozens of real-world replatforms - Debunked myths around Shopify’s enterprise capabilities - Capabilities for B2B and multi-market operations on Shopify - How to plan and execute a phased migration—from discovery through post-launch optimization ## What Does a Typical Migration Timeline Look Like? Here's what to expect, based on catalog size and complexity: | Complexity Tier | Typical Profile | Estimated Timeline* | | --- | --- | --- | | Tier 1 – Standard | <10k SKUs, simple integration setup | 20–24 weeks | | Tier 2 – Advanced | 10k–50k SKUs with moderate B2B features | 26–36 weeks | | Tier 3 – Enterprise | 50k+ SKUs, multi-region, complex custom logic | ~42 weeks | *Timelines may vary depending on data models, stakeholder alignment, and technical readiness. ## ** Debunking Common Myths About Shopify at Enterprise Scale** Despite its remarkable growth, Shopify still faces skepticism in some enterprise quarters: - **“Shopify can’t support B2B.”** In reality, Shopify now includes native B2B workflows, custom pricing, tiered access, and multi-account management.**“Shopify isn’t flexible enough.”** With Shopify Functions and a robust API-first architecture, extensibility isn't just possible, it’s seamless. - **“Shopify is built only for DTC.”** Shopify Plus powers multi-brand, multi-region, and wholesale strategies at a global scale. ## Plan with Confidence. Migrate with Speed. Platform migration is more than a technical upgrade; it’s a strategic transformation. Our guide walks technical leaders through the essential steps to move with clarity and minimal risk: - Evaluate RISK - Build a PHASED migration roadmap - Align cross-functional teams - Define clear POST-MIGRATION success metrics - Understand when and how to engage expert support **Receive our Replatforming for Enterprise Brands: Adobe to Shopify Guide, informed by our extensive experience migrating complex brands.** — Published August 2025 — [Download Now](https://domaineworldwide.com/adobe-to-shopify-migrations/) ## Who This Guide Is Built For This enterprise playbook is tailored for: - CTOs seeking to reduce operational overhead and accelerate innovation - VPs of Engineering evaluating legacy platform costs and complexity - Ecommerce directors needing a faster time-to-market strategySolution Architects crafting phased, low-risk replatforming plans ## Why Domaine? As a **Platinum Shopify Engineering Partner**, Domaine has deep experience migrating enterprise-level stores off Adobe Commerce. We’ve executed complex projects involving: - 50,000+ SKUs & multi-region architectures - Enterprise-grade B2B workflows - Legacy ERP, OMS, and custom integration landscapes - High-traffic, high-volume operations Our goal isn’t just to migrate. You’ll gain a strategic partner committed to building foundations that scale. ## Need a Migration Partner? We’ve Done This Before. As a Platinum Shopify Engineering Partner, Domaine has led replatforming efforts for global brands moving off Adobe Commerce. From 10k SKU catalogs to complex B2B rollouts and ERP integrations, we specialize in high-stakes migrations, done right. If Adobe is slowing your team down, it's time to reassess. A move to Shopify isn’t just about modernization; it’s a leap forward in speed, control, and scalability. [Reach out to Domaine today](https://domaineworldwide.com/contact/) to assess your migration. ## **FAQs: Adobe Commerce to Shopify Migrations** **Why are enterprise brands migrating from Adobe Commerce (Magento) to Shopify? ** Brands are struggling with mounting technical debt, fragile infrastructure, slow release cycles, and rising costs. With fully managed hosting, modern workflows, and predictable pricing, Shopify answers these pain points authoritatively. **What are the biggest challenges with Adobe Commerce?** Complex, heavily customized environments, slow developer tooling, brittle upgrade paths, and escalating support costs often outweigh Adobe’s early appeal. **How does Shopify solve these for enterprise brands?** Shopify delivers a simplified dev experience, managed infrastructure, and a rich app ecosystem—all of which translate to faster innovation and lower total cost of ownership. **Can Shopify handle enterprise-level complexity like multi-region and B2B?** Absolutely. Shopify supports global expansions, wholesale operations, and sophisticated B2B logic—either via built-in features or APIs and apps. **What migration timeline should I expect?** Standard projects might take 20–24 weeks, advanced migrations 26–36 weeks, and large-scale enterprise replatforms around 42 weeks. Custom timelines will vary with scope. **What resources are available to support our evaluation?** Our complete **Adobe Commerce to Shopify Migration Guide** offers architectural insights, planning frameworks, and phased playbooks for confident execution. **Can Domaine help us execute the migration?** Yes—Domaine specializes in enterprise-grade Adobe Commerce to Shopify migrations with deep technical and strategic experience. ### How to Reduce Technical Debt Without Losing Flexibility https://domaineworldwide.com/insights/commerce-insights/how-to-reduce-technical-debt-without-losing-flexibility/ Learn how ecommerce brands can reduce technical debt without sacrificing flexibility. Explore platform architecture, replatforming strategy, and ways to improve delivery speed while simplifying complexity. In practice, the opposite is true. Ecommerce organisation that prioritise reducing technical debt often have greater freedom to focus on growth and innovation. They’re deliberate about _where_ complexity is allowed to live and where it isn’t. ## The misconception on flexibility Before talking about reducing technical debt, it’s worth clarifying what “flexibility” actually means in ecommerce architecture. Many platforms sell flexibility as the ability to customize everything: bespoke checkout logic, deeply customised promotion engines, middleware built to compensate for integration gaps, and internal tools designed to bridge system constraints. It seems appealing that ‘anything can be built’ but in reality with these platform architectures code is often weaved together and layered on top of existing code. Because of this, every change made requires careful consideration, regression testing and deep institutional knowledge to reduce significant impacts to the site. In contrast, when we talk about maintaining flexiblity, we don’t mean flexibility that results in every new feature causing risk to the site, teams cautious to implement change, slow release cycles or platoed innovation. We mean true flexibility that comes from the ability to make quick changes, safely and confidently which often means set rules and parameters. Reducing technical debt in this circumstance isn’t about stripping back customization abilities but rather removing systems and set ups that cause the knots. ## How platform choice quietly increases technical debt Platform architecture plays a significant role in how, and how quickly, technical debt builds up. Platforms that advertise unlimited flexibility often push complexity outward. Checkout behavior, promotions, integrations, and data consistency become the responsibility of custom code, middleware, or third-party tools. Each decision may be reasonable in isolation, but over time the system becomes a web of compensating logic. The result is a platform that technically “can do anything,” but operationally resists change. By contrast, platforms that impose constraints, particularly around core commerce behaviour, tend to reduce long-term debt. Managed infrastructure, opinionated checkout flows, stable APIs, and constrained extensibility models limit where logic can live and how it can interact with the rest of the system. This doesn’t eliminate flexibility, it concentrates it. Teams can still build differentiated experiences, but custom logic is isolated rather than entangled. When something needs to be removed, replaced, or rewritten, it doesn’t require unraveling half the stack. ## Where technical debt actually accumulates Technical debt tends to accumulate not in the core of the platform, but at the edges that the platform enables — in workarounds, integrations, and “temporary” solutions that outlive their original purpose. Across replatforming projects, the same patterns reoccur — discount logic is split across multiple tools and product data behaves differently by market due to historical overrides. Or, middleware exists only to normalize inconsistencies between systems that were never designed to work together. These areas are rarely revisited because they are business-critical and risky to touch. Over time, they harden into assumed requirements. This kind of debt is particularly concerning because it’s invisible to planning tools and architectural diagrams. It surfaces only during change, platform upgrades, new market launches, or migrations, when the cost of discovery is highest. Reducing this debt requires surfacing it deliberately and deciding whether it still earns its place in the system. In many cases, it doesn’t. ## Reducing debt through subtraction, not refactoring Most ecommerce teams are already aware that their setup isn’t structurally sound long before a replatform is on the table. They feel it in slow releases, fragile integrations, and features that “work” only because nobody touches them. The perceived flexibility of the current system becomes a reason to preserve it. Even when teams know certain workflows are brittle or over-engineered, they hesitate to remove them because those workflows are entangled with revenue, operations, or peak trading periods. The risk of breaking something feels greater than the cost of carrying it. This dynamic becomes more pronounced _during_ replatforming. As teams uncover the full extent of legacy logic, workarounds, and compensating systems, the instinct is often to carry everything forward. If something has survived this long, it must be important. But when these workflows are carried forward unquestioned, technical debt is preserved under a new name. Choosing not to migrate or rebuild certain elements is one of the highest-leverage decisions teams can make. Each retired workaround reduces scope, lowers testing overhead, and simplifies long-term maintenance. More importantly, it allows the organization to rely on native platform capabilities rather than inherited complexity. ## Platform abstraction as a debt-reduction strategy Well-designed platform abstraction reduces technical debt by changing who is responsible for complexity. Modern ecommerce platforms increasingly offer managed infrastructure, standardised extensibility models, and stable APIs. Rather than owning servers, scaling logic, or core commerce behaviour, teams extend platforms through constrained, upgrade-safe mechanisms. This shifts responsibility for certain classes of complexity, infrastructure, security, performance, core checkout behaviour, away from internal teams. This doesn’t eliminate flexibility; it constrains it in productive ways by limiting how and where custom logic can be introduced. Teams are still free to innovate, but within guardrails that protect long-term operability. In practice, this often increases delivery speed. Developers spend less time maintaining the platform and more time building features that actually differentiate the business. ## The relationship between technical debt and delivery speed Organizations burdened by technical debt consistently show the same symptoms: slow release cycles, fear of peak trading periods, heavy reliance on specific individuals or partners, and a backlog dominated by “stability work.” Conversely, teams that have deliberately reduced debt tend to ship more frequently, recover from incidents faster, and adapt more confidently to change — planning ahead rather than keeping the lights on. This is the clearest signal that flexibility has been preserved. For a deeper look at how platform choice, architectural decisions, and migration strategy can be used to reduce technical debt while increasing delivery speed, read: [**_Replatforming for Enterprise Brands: Custom Ecommerce Platform to Shopify_**](https://domaineworldwide.com/custom-to-shopify-migrations/) ### Migrating Harry's From a Custom Commerce Platform to a Subscription-First Headless Shopify Experience https://domaineworldwide.com/insights/resources/domaine-migrations-vol-03/ Watch Vol 03 of Domaine Migrations, our webinar series. This episode features Harry's & their migration from a custom commerce platform to Shopify. ## A custom stack that powered growth, then started to slow it down [Harry’s](https://ca.harrys.com/en/) built its original custom ecommerce platform to support a subscription-first experience and their brand ethos to care deeply about the details. That in-house system delivered for a long time. Over time, it also became harder to maintain and more expensive to evolve. That’s when they sought out Domaine to help them [migrate them](https://domaineworldwide.com/services/technology/migrations/custom-platform-migrations/) onto a [headless Shopify site](https://domaineworldwide.com/services/technology/front-end-development/headless-development/). In the webinar, Suji Strain-Kokich, Senior Product Manager at Harry’s, describes the turning point clearly: even simple changes or experiments could take weeks of engineering effort. That pace made it difficult to iterate as quickly as the business wanted. At the same time, Harry’s expanded across multiple brands and markets. Beyond needing a new site, Harry’s required a more scalable, maintainable foundation and a clearer way to standardize how teams build, launch, and [operate ecommerce across regions](https://domaineworldwide.com/services/technology/unified-commerce-solutions/internationalization/). In Domaine Migrations Vol 03, we bring together: - [**Matt Jardine**](https://www.linkedin.com/in/matthewjardine/), Account Manager at Domaine (host) - [**Suji Strain-Kokich**](https://www.linkedin.com/in/sstrainkokich/), Senior Product Manager at Harry’s - [**Lindy Crea**](https://www.linkedin.com/in/lindycrea/), VP of Partnerships & Solutions at [Recharge](https://getrecharge.com/) - [**Max Rolon**](https://www.linkedin.com/in/maxrolon/), CTO at Domaine This recap highlights the story, goals, and high-level strategy. The full webinar is available on demand and goes deeper into the technical decisions, collaboration model, and the tradeoffs that show up when you migrate a complex subscription business to Shopify. ## The goals: preserve the customer experience & change the operating model From day one, Harry’s set a important bar to meet: customers shouldn’t feel the migration. ### Customer experience (CX) goals At the beginning of the migration, Harry’s prioritized feature parity and continuity. The team aimed to lift and shift the existing experience so customers could keep doing what they already knew how to do, including [subscription flows](https://domaineworldwide.com/work/features/subscriptions/), [bundles](https://domaineworldwide.com/work/features/bundling/), and starter kits. Key priorities included: - Minimal disruption during the transition - Mobile optimization and performance - A smooth checkout experience - Preserving familiar subscription behavior and merchandising flows ### Operational goals On the operational side, the team had a deadline. Harry’s planned a major product launch in 2025 and needed the platform migration complete ahead of time. They also wanted the migration to unlock long-term efficiency across a [multi-brand](https://domaineworldwide.com/work/features/multi-brand-architecture/), multi-region portfolio: - Standardize the ecommerce stack across brands and regions - Reduce ongoing maintenance and simplify operations - Give brand and marketing teams more autonomy to manage content and launch campaigns - Build a foundation that supports new feature development and international growth Max summarizes the real work behind the headline: moving from an in-house system to a modern ecosystem is a transformation initiative. It takes tight alignment across teams, a clear definition of responsibilities, and a plan that balances ambition with pragmatic scope. **Domaine Migrations Vol 03** — [Watch on Demand](https://domaineworldwide.com/#form-6927eb29-de7c-471d-b7b5-6077e7e9d8a0-0) ## Why Shopify & why headless Harry’s didn’t choose [Shopify](https://www.shopify.com/) in a vacuum. The decision came from internal signals and external validation. Internally, other brands in the Harry’s portfolio had already migrated to Shopify and shared consistently positive feedback. Externally, Harry’s CTO spoke with leaders at other consumer brands running Shopify and learned where it excels and where you need to architect thoughtfully. That helped the team make two decisions in parallel: 1. **Shopify provides the ecosystem and innovation cadence Harry’s wanted** 2. **Headless made sense for the flexibility Harry’s needed in a subscription-first experience** In the webinar, Max walks through Domaine’s early architectural evaluation: headless vs. headed, then Hydrogen vs. alternatives. With our guidance, Harry’s chose the headless approach with [**Hydrogen**](https://hydrogen.shopify.dev/) (Shopify’s React framework built on Remix), hosted on [**Oxygen**](https://shopify.engineering/how-we-built-oxygen) to stay aligned with Shopify’s roadmap and performance model. Harry’s understood what headless would require. The team had the technical maturity to take advantage of the flexibility without treating headless as a default choice. ## Recharge as the subscription foundation A Shopify migration is never “just Shopify” for a subscription-first business. Subscriptions sit at the core of Harry’s customer relationship, and the team needed a platform that could support complex logic without rebuilding every mechanism from scratch. Harry’s ran a formal evaluation process for subscription tooling and selected Recharge based on: - Fit against a detailed feature set for a complex subscription model - Support during migration and implementation - Strong alignment with Shopify’s roadmap, including checkout extensibility - Confidence in APIs and extensibility for custom business logic Lindy frames Recharge’s role simply: Harry’s already knew how to build a great subscription experience. Recharge helped bring that complexity to Shopify in a way that preserved flexibility and reduced long-term technical overhead. **Domaine Migrations Vol 03** — [Watch the Episode](https://domaineworldwide.com/#form-6927eb29-de7c-471d-b7b5-6077e7e9d8a0-0) ## Re-architecting multi-region commerce with “build once, deploy everywhere” Harry’s operates across [multiple regions](https://domaineworldwide.com/work/features/internationalization/), and the migration needed to reduce complexity rather than replicate it. The team chose a “build once, deploy everywhere” approach, grounded in three decisions: ### 1. A mono-repository (monorepo) and a single codebase Harry’s adopted a monorepo to centralize storefront code across their markets. This structure reduces coordination overhead, supports reuse, and keeps development and QA more consistent. ### 2. Shopify’s preferred headless stack The team built the storefront with Hydrogen and hosted on Oxygen to benefit from Shopify’s performance and platform support. ### 3. Autonomy where it matters Even with a unified codebase, global teams still need control over localized content and campaigns. Harry’s used [**Sanity**](https://www.sanity.io/) as the CMS, to let regional teams manage content with guardrails, without requiring engineering support for every update. Max describes the balancing act well: consolidate the right things, then preserve autonomy where regions need to operate differently. ## The hardest part: migrating subscribers without disruption For those who have lived through a subscription migration, they know where the risk sits: active subscribers, billing cadences, order history, and customer expectations. Harry’s migrated more than a decade of subscriber history into Shopify and Recharge while protecting continuity of service. Suji calls this out as one of the most complex parts of the project. The team: - Owned the data migration workstream internally - Mapped legacy data and billing cadences carefully - Ran multiple dry runs to validate outcomes before cutover - Coordinated closely with Recharge and Domaine on edge cases and validation On top of data complexity, the team hit platform-level challenges that required thoughtful solutions. Suji points to areas like multi-line item subscription behavior and discount stacking. The Domaine and Harry’s teams leaned on Recharge APIs, custom logic, and structured triage to preserve business-critical flows like trial kits, bundles, and promotions. Domaine’s approach started with a robust discovery phase to surface scope gaps early. The project also required a tighter governance model than a typical agency engagement, since Harry’s embedded engineers co-developed alongside Domaine. Max highlights practices like daily standups, shared documentation, automated code checks, and TypeScript standards as tools that helped teams move quickly without losing control. **Domaine Migrations Vol 03** — [Watch the Webinar](https://domaineworldwide.com/#form-6927eb29-de7c-471d-b7b5-6077e7e9d8a0-0) ## Crucial features to keep, and how the new stack supports them Some ecommerce features are “nice to have.” For Harry’s, their starter kits and the Mystery Item features are core to their brand and business, and influence acquisition, retention, and brand voice. ### Starter kits Starter kits support low-commitment trial and a smooth transition into subscription. The flow needed to preserve intro pricing, conversion logic, and the way offers show up across the funnel. In the webinar, Suji explains that the starter kit flow required custom integration with Recharge subscription tools and custom discount logic so marketing teams can run dynamic offers without heavy engineering lift. ### The Mystery Item The Mystery Item plays multiple roles: - Adds surprise and delight that matches Harry’s brand voice - Drives product discovery - Delivers meaningful revenue impact, with a large share of purchases coming from existing subscribers Harry’s treated this experience as non-negotiable. The Domaine team rebuilt it with custom serverless infrastructure and Checkout UI Extensions to support dynamic selection and personalized presentation in checkout. Max adds more detail in the session on what it takes to make this work across acquisition and subscription contexts, including event handling and infrastructure practices that keep the system scalable and maintainable. ## Rebuilding the subscription box experience on Recharge Harry’s didn’t treat subscriptions as per product replenishment. The subscription box experience includes product selection, cadence flexibility, and business-specific logic that customers already knew. To bridge the legacy experience into the new stack, the team leveraged Recharge to support: - Trial-to-subscription conversion flows - Flexible cadence and item management - Custom bundles and post-purchase logic - A branded experience layered on top of Recharge’s Shopify integration Lindy describes the collaboration as the differentiator: Recharge brings strong out-of-the-box subscription capabilities, and the Domaine and Harry’s teams pushed further through APIs to meet the brand’s bar for personalization and control. Max also touches on key technical choices that protected continuity, including using [classic accounts](https://domaineworldwide.com/insights/technology/shopify-new-customer-accounts-vs-classic/) and Shopify [Multipass](https://shopify.dev/docs/api/multipass) to maintain a seamless login experience that preserved existing sign-in behavior. **Domaine Migrations Vol 03** — [Watch on Demand](https://domaineworldwide.com/#form-6927eb29-de7c-471d-b7b5-6077e7e9d8a0-0) ## Early results: faster launches, lower overhead, minimal disruption A few months after launch, Harry’s saw early wins that map directly back to the migration goals. Suji highlights: - Greater flexibility to run large campaigns with minimal engineering involvement - Faster merchandising and promotional changes through operational adjustments - Successful execution of major brand moments, including a brand refresh across regions - A major product launch that exceeded its first-month forecast within one day - Reduced time spent on maintenance and more focus on strategic feature work - Minimal customer disruption, with low contact volume after launch The part that stands out is what changed for the team’s day-to-day work. Marketing and brand teams can move more independently. Engineers spend more time building differentiated features instead of supporting a bespoke system that only a few people fully understood. ## What Harry’s can do next, and why the foundation matters The migration didn’t just move a site. It changed what the organization can realistically take on next. Harry’s called out several areas that become more achievable on the new foundation: - Faster partner integrations that would have taken months on a custom stack - Easier experimentation and iteration across subscription experiences - New ways to support product discovery, including exploration of [AI-driven experiences](https://domaineworldwide.com/services/strategy/ai-commerce-suite/) - A development experience that engineers enjoy more, which matters when you want to keep moving fast Max frames it as a balance: the team achieved flexibility without returning to the same complexity trap that comes with maintaining a fully bespoke platform over time. ### Post-BFCM Retention Strategies That Scale https://domaineworldwide.com/insights/commerce-insights/post-bfcm-retention-strategies-that-scale/ Maximize your BFCM wins with scalable retention strategies. Learn how to segment VIPs, build post-purchase flows, personalize campaigns, and convert seasonal shoppers into loyal customers. Ideally, building out post-purchase and retention strategies _before_ BFCM hits is the best move. But when that isn’t the case, there are some post-purchase and retention strategies brands can implement post-BFCM that go the extra distance in sales season and beyond. ## Segment VIPs (then treat them as such) Not every customer needs, or should receive, the same offer or flow. Identify top-tier customers based on behavior and value, and reward them accordingly. - Give them early access to further sales like Boxing Day, or January Sales. - Offer exclusive bundles or gift-with-purchase deals - Send personalized “thank you” messages or surprise rewards — always well received over the festive season! - Invite them to refer friends in exchange for perks While these are more complex than a generic discount, they go a long way to addressing their actual wants and needs. These small touches build loyalty, boost LTV, and provide more staying power after a sale. ## Build Out a Post-Purchase Flow With Real Intention A “thanks for your order” email may be standard, but it isn’t enough. Over sales seasons, inboxes fill up and discounts draw customers away, meaning brands are in intense competition for customers’ attention. So, to make a brand stand out from the very noisy crowd, what happens after someone buys should be as thoughtful as what led them to purchase in the first place. - Start with education: help them use or enjoy the product they just purchased - Follow up with product recommendations or complementary items - Gather reviews, referrals, and feedback (in exchange for perks) - Tag them for future targeting based on what they bought **Pro-tip:** Make sure transactional notifications, shipping ops, and CRM are all connected so these emails aren’t sent _before_ the product lands on their doorstep. The goal is to make them feel seen, supported, and excited to come back. ## Predict And Prep For Replenishment This one is for all throughout the year: If products have any kind of natural reorder rhythm, like a skincare product, protein powder, shampoo / conditioner, makeup etc., start to build it into flows. - Use set ups like [Klaviyo’s predicted next order date](https://www.notion.so/Post-BFCM-Retention-Strategies-That-Scale-2b71e5089a258153bf6ce1be3c3133ec?pvs=21) (or another tool / bespoke timing frame) - Send gentle reminders based on usage - Offer “subscribe and save” options or limited-time reorder discounts - Tie these flows into loyalty or referral programs ## Win Back the Holiday-Only Shoppers Some BFCM buyers will ghost brands after a sale, and that’s expected. What matters most is the strategy to bring them back. Build a dedicated win-back flow for BFCM customers by: - Referencing their past purchase and offer something relevant, a complementary product or something relevant to their product preference. - Use seasonality (“spring refresh,” “back in stock,” “your next favorite”) to stay timely - Include a clear reason to return, not just a discount The goal is to re-engage with value, at the right time. ## Bake in Loyalty And Referrals While They’re Warm Right after a good purchase experience is the _perfect_ time to ask for more: more trust, more advocacy, more momentum. - Introduce a loyalty program with a clear benefit - Ask for a product review in exchange for a small perk - Encourage social sharing or a referral with easy one-click actions Essentially: use this moment to shift from sales-based transactions to relationship building and give customers that are excited an easy next step. ## Personalized Campaigns Across Channels **Make every touchpoint feel 1:1, even at scale** BFCM inboxes are noisy – we all know this. But breaking through doesn’t mean yelling the loudest. Instead, prioritize making each customer feel like the message was made _just_ for them. When the CRM is dialed in, personalization can be done across every channel without making marketing teams lives harder at an already pressing time. The key is to start with behavior, not just demographics, and to let tools do the heavy lifting with smart segmentation and dynamic content. Here’s how top brands personalize across email, SMS, push, and onsite: ### Email The highest-leverage (and likely most profitable) personalization channel. - **Personalized product recommendations** based on past purchases, browse history, and/or quiz results - **Localized send times** based on time zone or behavior patterns - **Dynamic content blocks** that adjust based on loyalty tier, AOV, or lifecycle stage - **Name and location personalization** in subject lines and headers (when it feels natural, not creepy!). ### SMS The most direct (and easy to mess up) channel. - **Flash sale and escalating alerts** for active subscribers only - **Shipping cutoff reminders** tied to region and delivery windows - **Conversational flows** that feel 1:1 (e.g. “Still deciding? Text back for help.”) - **VIP check-ins** with unique links or early access codes ### Push Notifications Best for urgency, reminders, and real-time nudges. - **Inventory-based alerts** (“Only 3 left in your size”) - **Early access pings** for subscribers who opted in via app or browser - **Cart reminder nudges** tied to product category or bundle - **Back-in-stock notices** personalized by past browse behavior ### Onsite Personalization The glue between channels. - **Homepage takeovers by segment** (new visitor vs. returning customer vs. VIP) - **Dynamic product banners** based on browsing or purchase history - **Custom content blocks** for loyalty members or referral traffic - **Exit intent popups** with personalized offers or recommendations Not everything needs to be personalized. But if the right things are personalized, based on _real behavior and timing_, sales seasons feel less like a marketing event and more like a curated experience. ## Final Words Our approach to Lifecycle Marketing combines personalized onsite interactions with data-driven lifecycle strategies to nurture and retain customers long after peak season ends. By leveraging automation, segmentation, and targeted communication, we help brands build meaningful connections that enhance the customer experience at every stage of the journey. If your team needs support with lifecycle marketing, year-round retention strategies, or getting ahead of next year’s BFCM planning, [contact our expert CRM team.](https://domaineworldwide.com/contact/) ### Introducing Domaine Studio: Enterprise-Level Expertise for Emerging to Mid-Market Brands https://domaineworldwide.com/insights/domaine-news/introducing-domaine-studio/ Domaine announces the launch of Domaine Studio—a new division tailored to the unique commerce needs of emerging to mid-market brands. Learn more here! ## Why Domaine Studio? As the world’s largest Shopify design and development practice, Domaine has been a major player in enterprise ecommerce, taking legacy brands like [Arhaus](https://domaineworldwide.com/work/arhaus/) and [Timex](https://domaineworldwide.com/work/timex/), and emerging leaders like [Daily Harvest](https://domaineworldwide.com/work/daily-harvest/), to new heights through tailored digital transformations. Through the addition of [Domaine Studio](https://domaineworldwide.com/studio/), we've distilled our learnings from 300+ upper mid-market to enterprise Shopify projects into a set of tools and processes catered to the specific needs of emerging to mid-market brands. [Learn more in our press release here.](https://www.prnewswire.com/news-releases/leading-shopify-services-partner-domaine-launches-commerce-accelerator-for-emerging-to-mid-market-brands-302323565.html?tc=eml_cleartime) Domaine Studio is a division within Domaine, not a standalone entity, which means Studio clients get the same caliber of work we deliver to enterprise brands, but in a format tailored to their unique needs, including: 1. **Accessible Expertise**: Smaller brands can benefit from working with an agency that has a proven track record of scaling brands into enterprise. 2. **Flexible Services**: Domaine Studio clients will have access to add à la carte services from the wider Domaine offering, allowing for tailored and flexible engagements. 3. **White-Glove Partnerships**: Our unique relationship with Shopify and our ecosystem of partners unlocks higher levels of service for brands in a critical period of growth. ## How does it work? Domaine Studio’s services are structured around a robust starter kit, a high-performance tech stack, a partner network for integrations, and a flexible service model that adapts as brands evolve. ### Bespoke design, best practices included Our robust starter kit allows us to efficiently build branded storefronts with UX/UI best-practices included by default. ### Performant by default A minimal tech stack allows us to leverage the performance potential of Shopify, without the bloat. ### Leveraging our Partners Program "Batteries-included” integrations and preferred pricing on partner apps means a seamless experience. We’re aiming to simplify the process of choosing and configuring integrations for our clients while lowering their total cost of ownership (TCO). For every client vertical, we have suggested integration partners to take the guesswork out of moving to Shopify. ### Full access to custom features & functionality Our flexible model allows Domaine Studio clients to access the full suite of Domaine services à la carte, ensuring they never outgrow their agency again. ## Who is Domaine Studio for? Domaine Studio is the ideal solution for emerging to mid-market brands ready to elevate their ecommerce experience, whether by migrating to Shopify, launching a new storefront, or scaling their existing site. Here are some examples: #### Brands looking for a turnkey ecommerce solution These brands are interested in moving to Shopify, but may not be familiar with the ecosystem. They are looking for a partner to provide guidance on how to bring their existing functionality to Shopify, while improving on their ecommerce experience. Their goal is to seamlessly move to Shopify, with integrations and tooling that do not require constant maintenance. #### Brands limited by their current agency’s capabilities These brands are looking for a partner to proactively guide them to their next level of growth, and support site optimizations, prioritize channel initiatives, and provide a flexible service offering. #### Design-led brands These brands have a story to tell and do not want to look like other ecommerce brands. They are looking to optimize their site for modern ecommerce while explaining their unique value proposition. They need a partner to help them design and build an ecommerce experience that converts, while at the same time effectively telling their brand story. #### Brands launching for the first time With a vision in mind, these brands are looking for a partner to set up an ecommerce store from the ground up. In order to successfully launch their new site, they need support for high traffic, effective brand storytelling, all while incorporating industry best practices by default. ### Building for the future Domaine Studio is more than just a design and development service—it’s a scalable, growth-oriented partner for emerging to mid-market brands on, or launching on, Shopify. Domaine Studio clients benefit from high-quality design, strategic growth insights, and access to Domaine’s full-service offerings as they expand. Our goal is to empower these with the tools and expertise they need to grow. Whether you’re launching a new site or looking to transform an existing one, Domaine Studio offers the guidance, technology, and support to reach your goals. **Interested in working with Domaine Studio?** — [Learn More](https://domaineworldwide.com/studio/) ### Common Lifecycle Marketing Mistakes & How to Fix Them https://domaineworldwide.com/insights/commerce-insights/lifecycle-marketing-mistakes-and-how-to-fix-them/ Avoid the most common lifecycle marketing mistakes. Learn how to fix discounting, segmentation, SMS, and engagement issues to drive long-term retention and growth. To help brands capture, rather than miss, this opportunity, our CRM experts have broken down the most common lifecycle marketing mistakes and how to fix them. The goal: turning seasonal sales moments like BFCM into long-term, compounding growth that lasts well beyond the holidays. ## Common Mistakes & How to Fix Them ### **Discount strategies that lack focus** **Mistake:** Blanket sitewide offers might feel simple, but they ignore customer nuance, eat into margins, and train high-intent buyers to wait for the next promo. Without thoughtful execution, even a great deal can backfire. **Fix:** Build layered, intentional offer architectures tied to behavior, value, and lifecycle stage: - **VIP early access:** 24-hour private window with exclusive SKUs or deeper discounts. - **Spend tiers:** “Spend $120, get 25% off. Spend $200, get 35% off.” - **Bundles:** Best-seller trios priced to lift AOV without deep sitewide markdowns. This transforms discounting into a profit-positive strategy instead of a margin drain. ### **Batch-and-blast emails to an entire list** **Mistake:** Sending every campaign to a full list damages deliverability, accelerates customer fatigue, and eliminates the relevance needed to convert. It’s a high-volume tactic with low strategic value, and often the most expensive way to generate diminishing returns. It also wastes the opportunity to speak more directly to customers who are actually ready to buy. **Fix:** Segment intelligently and personalize with purpose. Build distinct journeys for loyal customers, new subscribers, window shoppers, churn risks, and holiday-only purchasers. Align tone, timing, and offer strategy to each segment’s intent, for example: - **Loyalists:** early access + restock alerts - **Window shoppers:** price-drop alerts on previously viewed items - **Churn risks:** “What you missed while you were away” recaps with lightweight re-entry CTAs ### **Neglecting non-purchasers** **Mistake:** Browse sessions, abandoned carts, and low-intent engagements often reflect high underlying purchase intent. Most of the time these are the warmest leads heading into December and Q1. **Fix:** Create structured follow-ups for browsers, abandoners, and “almost” buyers. Use tailored browse and cart triggers, “still deciding?” sequences with reviews or FAQs, gifting-oriented nudges in December, and Q1 re-engagement flows. These customers don’t need heavy discounting, they need friction removed and confidence reinforced. ### **Misusing or neglecting SMS** **Mistake:** Treating SMS like an afterthought or a on-size-fits-all megaphone by overusing it, duplicating email CTAs, or sending long, unfocused messages, leads to higher opt-outs, declining engagement, and reduced channel trust. **Fix:** Use SMS for immediacy, intimacy, and critical decision points. Reserve it for early access alerts, deadline reminders, order updates, lightweight conversational flows, and zero-party data collection, for example: - **Early access SMS:** “VIPs only → Shop early access before it goes live.” - **Urgency reminders:** “Ends in 2 hours — your items might sell out.” - **Conversational flows:** - “Looking for gifts? Reply ‘YES’ for tailored picks.” - “Want your size? Tell us your preferred fit.” ### **Repeating the same messages over and over** **Mistake:** With inboxes overflowing, repetition feels like white noise to customers. Sending the same creative or offer to no-open audiences accelerates engagement decay, increases spam filtering, and signals irrelevance. **Fix:** Adapt messaging based on engagement and intent. Test creative and subject-line variants for no-opens, shift channels (email - SMS - push - onsite), swap value messaging for educational or social-proof content, and reroute customers into alternative flows when they partially engage. ### **Failing to warm up audiences** **Mistake:** Many brands enter the Sales Season cold, engaging customers for the first time only when discounts drop. This creates a steep uphill battle: low inbox placement, minimal brand recall, and audiences who haven’t been primed to care about offers. Without prior engagement, even strong promotions struggle to break through, and brands miss the chance to shape intent well before the noise of peak season hits. **Fix:** Brands that consistently win during the Holiday period are already top-of-mind by the time discounts begin. If warm-up planning wasn’t in place ahead of BFCM, don’t panic! There’s still time to build momentum through strategic, value-forward messaging. Examples include: - **Re-engagement flows:** - “We picked these for you” curated product recommendations - Brand-story emails reinforcing mission, craftsmanship, or founder-led messaging - Soft CTAs like “Save your favorites” to restart browsing behavior - **Welcome series refreshes:** - A revised third touch focused on holiday-specific category education - Early-access sign-up invitations for upcoming promos - Social proof highlights (best-sellers, top gifts, rapid sellouts from last year) - **Priming content:** - Gift guides, lookbooks, or “What’s coming soon” teasers - First-access waitlists - Low-commitment engagement asks (wishlist creation, quiz completions, preference updates) The goal is to get audiences opening, clicking, and re-engaging **before** discounts appear ## **Plan Follow-ups Now** Despite being a calendar mark year-round, BFCM isn’t the finish line, it’s merely the start of the Holiday sales season, and (hopefully) a customer’s lifetime loyalty to a brand (whether they purchased or not). For those that did purchase, follow up with clear next steps: onboarding, cross-sells, loyalty hooks, and thoughtful timing that reflects the product they bought. For the “almosts,” set up triggered flows to catch and convert them post-BFCM (“Still thinking it over?”). **Pro-tip:** Brands can use this customer segment to better understand their own messaging. A welcome series should speak to the customer’s entry point, with variations for first time customers buying during the sales season and returning customers. As a result, brands can compare that messaging to their “always on” welcome series. ## **Need Help Getting Ahead of Next Year’s BFCM?** If this year felt chaotic, resource-heavy, or reactive, you’re not alone. Many teams are already planning earlier and more holistically to stay competitive next season. Whether you want to refine your current approach or rebuild your entire Holiday strategy, [reach out to our expert team](https://domaineworldwide.com/contact/) to help you get organized, intentional, and BFCM-ready long before next November.