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Building a flexible global Shopify ecommerce system for a modern direct-to-consumer brand
As part of a wider global rebrand, Old Soles partnered with us to transition from a more traditional digital presence into a modern, direct-to-consumer Shopify ecommerce ecosystem spanning Australia, the US and the UK.
The objective was to create a unified but flexible platform that could support regional differences in style, product availability and seasonal collections, while maintaining a consistent global brand identity.
The platform was built as a multi-store Shopify ecosystem, designed to support three regional storefronts operating under a shared design system and technology stack.
Each store runs independently but is powered by a custom Shopify theme, ensuring consistency across layout, interaction patterns and performance, while still allowing flexibility for regional merchandising and product selection.
This approach enables each market to manage its own collections, pricing and seasonal campaigns without diverging from the global brand experience.
A fully custom Shopify theme was developed to support a product-led, conversion-focused ecommerce experience aligned with the global rebrand.
The theme was designed to scale across all three regions, providing a consistent foundation for UX, product presentation and merchandising while allowing each store to adapt content and campaigns for local audiences.
A modular component system within Shopify enables marketing teams to build landing pages, campaign content and product storytelling experiences without compromising consistency or requiring developer input.
Each storefront operates independently across Australia, the US and the UK, while sharing a common integration and theme architecture.
Regional flexibility is supported through tailored product catalogues, seasonal adjustments and localised merchandising strategies, ensuring each market can respond to demand while maintaining alignment with the global brand.
Advanced product functionality, including variable product selection, enhanced imagery and merchandising tools, improves product discovery and supports a more engaging shopping experience across all devices.
All three Shopify stores are connected through a shared integration stack supporting ecommerce operations and marketing performance.
This includes integration with MYOB for product data and stock management, Klaviyo for lifecycle marketing, and Google Merchant Center and Meta platforms for product feed distribution and performance advertising.
Custom shipping rules were implemented per region to ensure accurate fulfilment logic, pricing and delivery options based on location and market requirements.
Beyond launch, we continue to work closely with the Old Soles team, providing ongoing Shopify support, technical consultancy and ecommerce optimisation across all three regions.
This includes seasonal updates, platform enhancements and ongoing refinement of regional merchandising and performance strategies.
The result is a scalable Shopify ecommerce ecosystem made up of three connected but independently managed storefronts, unified by a custom Shopify theme and shared technology stack, enabling global consistency with regional flexibility.