Scaling global ambition with a faster, more flexible commerce foundation
O’Neill’s European business wanted the same level of speed, flexibility, and innovation already live in their US and Australian markets. Their challenge was clear: move away from a costly, rigid Salesforce Commerce Cloud (SFCC) setup and onto Shopify without slowing momentum or sacrificing local market nuance. Domaine partnered with O’Neill to replatform from SFCC to Shopify, creating a future-ready foundation designed for international growth, faster iteration, and ongoing innovation in a fast-moving category.
Leaving legacy complexity behind for Shopify flexibility
O’Neill Europe had been operating on SFCC for years, but the platform’s complexity and cost were limiting their ability to move quickly. Their team needed a more compact, dynamic system —one that allowed them to launch features, test ideas, and adapt to seasonal demand without heavy development cycles. The Domaine team led a strategy-first migration to Shopify, prioritizing speed, maintainability, and long-term flexibility.
A pragmatic approach to architecture and execution
Early discovery conversations clarified a key architectural decision: O’Neill and Domaine aligned on a traditional Shopify approach rather than a headless build. This ensured faster time to market and reduced unnecessary complexity. Domaine’s deep Shopify expertise and practical problem-solving set the foundation for a smooth collaboration, even as the project navigated complex ERP integrations handling pricing, inventory, and invoicing.
Localization built for European scale
For O’Neill, localization meant more than translation. The brand needed to serve multiple European markets while maintaining efficiency and consistency. Domaine implemented a multi-store Shopify setup, launching five storefronts — four tailored to O’Neill’s largest European markets and one general EU store. This approach allowed O’Neill to localize experiences where it mattered most, while still managing the region efficiently from a shared foundation. Design and UX drew from the strongest elements of O’Neill’s existing European site and their Australian counterpart, resulting in a digital experience purpose-built for European customers — faster, clearer, and easier to evolve over time.
Built for speed today, and innovation tomorrow
With Shopify in place, O’Neill unlocked the ability to deploy new features at pace. What once required heavy development, such as promotions, discount logic, or fit-related functionality, can now be tested and launched quickly using Shopify-native capabilities and carefully selected tools. Domaine also advised on key integrations, including payment systems and future-facing personalization aimed at increasing conversion, reducing returns, and delivering a better overall customer experience.
Results: a scalable Shopify foundation for international growth
By migrating O’Neill from SFCC to Shopify, Domaine created a foundation built for speed, scalability, and continuous innovation. O’Neill now operates on a flexible, multi-store architecture that supports European expansion while remaining easy to manage. Faster feature deployment enables the team to respond quickly to market demands, test new ideas, and improve customer experience without the constraints of legacy systems. O’Neill is now positioned to keep pace with innovation in a competitive, fast-moving industry — while building toward smarter personalization, better fit guidance, and more efficient growth.
