This was a full migration; we moved The Wicked Family onto a platform whose core features could replace most of what the old stack was patched together to do.

Global selling, built in, not bolted on

This was the heart of the project. Shopify's powerful global selling tools mean the store can now run different international markets, each with its own product catalogue, pricing and inventory. Customers arrive on the site and are automatically switched to their local currency. On the old site Klarna (a buy now pay later option) hadn't worked properly for EU customers; now it does. Of all the platforms I've worked with, nothing matches Shopify when it comes to smooth, easy-to-manage global selling infrastructure.

A faster and cleaner store on mobile

With most of The Wicked Family's traffic coming from mobile, the rebuild prioritised a faster, smoother, and cleaner experience on small screens.

Training the store manager to run it independently

Rather than handing over a finished store and leaving it there, I put together custom tutorial videos covering everything the store manager needs, including editing the homepage. This is one of the things I most like about Shopify: it's intuitive for store owners to manage themselves, once they've been shown how.

Native email marketing, without the extra software

I migrated the full subscriber list into Shopify Messaging, Shopify's built-in email marketing tool. Automations and campaigns can now be managed from inside Shopify itself, which takes a separate paid tool like Mailchimp out of the equation for a brand that mainly needs straightforward email marketing functions.