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Grace & Lace handled its “Shark Tank” demand, but required replatforming to find the flexibility needed to grow

Grace & Lace handled its “Shark Tank” demand, but required replatforming to find the flexibility needed to grow

  • INDUSTRY – Fashion and apparel
  • USE CASE – Apps and integrations, Replatforming


In 2013, already with more than $1 million in annual sales, Grace & Lace founders Rick and Melissa Hinnant snagged a deal with real estate mogul Barbara Corcoran, becoming one of the earliest and most notable “Shark Tank” success stories.

The knitwear line flourished after the couple’s episode aired, but the company always felt held back by the features of its ecommerce platform. In 2019, it was time for a switch. With Shopify Plus, Grace & Lace has enjoyed:

  • Access to an app ecosystem that finally has granted it the flexibility it needs
  • The implementation of proper upsell and cross-sell promotions
  • The conviction to target 20% year-over-year (YoY) growth upon migrating



Following its run on “Shark Tank,” business was good for Grace & Lace. There were a few site outages, though largely the company’s ecommerce partner was able to deliver stability in the face of traffic surges brought each time its episode would air.

The problem was in flexibility. For a company like Grace & Lace, which sells about 90% of its products online, the ability to change, to grow, to not feel so limited in its ecommerce operation was paramount.

Even the most basic features, like upselling and cross-selling, were difficult to properly execute. “It was not what we needed,” says Chris Cowden, Grace & Lace’s director of operations. “Nothing ever felt like a great fit. We just knew that we needed to get off the platform.”

— Every single person was asking, ‘Why are you not on Shopify Plus? You need to be on Shopify Plus.’

Grace & Lace

Chris Cowden — Director of Operations


Contact a Shopify Plus expert today



In the fall of 2018, Cowden began to see the signs of change. First, it was from a sales rep, a cold call at his desk. Then it was a mention from a LinkedIn connection. A marketing email followed, then a few news articles that appeared in his feed.

“There’s coincidence, and then there’s something beyond coincidence,” Cowden says. He told his bosses: “I think we need to start seriously considering Shopify Plus.”

It was the right time. Grace & Lace was expanding, total sales sailing well over $20 million, and annual revenue for the previous year rising up and above $7 million. The company was at a crossroads. It leaned on Shopify Plus to ensure it took the right path forward.

Flexibility was the name of the game. Grace & Lace was long frustrated by an app ecosystem that did not allow it to operate the way it wished. Now Cowden had access to the Shopify App Store, which he used to breathe new life into the upsells and cross-sells offered on Grace & Lace’s site.

They were key pillars of increasing average order value, but executing them properly had proven an elusive task on the brand’s previous platform. Now Cowden could tailor his site the way the company had wanted all along, without outside developer help.

— I don’t have an IT staff, and I want to keep it that way. I don’t do programming anymore. I’d like to keep it that way.

Grace & Lace

Chris Cowden — Director of Operations



Grace & Lace appears energized by its new backend partnership. Cowden has found the agility he has long desired, a fully formed ecosystem of apps and third-party sources always available to him. It is new. Forgive him for being excited.

“I’m a huge fan of the new service, ‘cause I need flexibility. I like the set-up of Shopify Plus. I like how it’s a hub-and-spoke model—a core card, and then a lot of functionalities really built around that. I think this is what’s going to help us scale the way that we want.”

It’s all well to say, but the proof will be in the numbers. Cowden has surveyed the new landscape before him. Through careful consideration, Grace & Lace will target 20% YoY top-line growth going forward as a sign it has made the right call in switching.

The bottom line seems to mean a little extra for Grace & Lace, which gives a portion of all its revenue toward building orphanages in India.

Indeed, there is a higher calling—higher stakes to ensure business is done right and is always pointing up.

— We’ve had a really good run so far. But we are really just building the foundation for what we hope to be.

Grace & Lace

Chris Cowden — Director of Operations



Note: The above case studies are a copyright of Shopify Plus.

How 4ocean switched back to Shopify from BigCommerce to focus on their core business

How 4ocean switched back to Shopify from BigCommerce to focus on their core business

  • INDUSTRY – Apparel and accessories
  • USE CASE – Cost effectiveness, Operational efficiency, Speed to market, Scale
  • PRODUCT – Shopify Plus


4ocean exists for one reason: to protect and preserve our oceans. This ocean-first philosophy is at the heart of every decision they make—even their ecommerce platform decisions.

After a successful start on Shopify, 4ocean was advised to move to BigCommerce as they scaled, but unfortunately, that move ended up being detrimental to their business. Because BigCommerce places the burden of development on their customers, 4ocean had to hire additional resources just to build what was natively available in Shopify. This took them further away from their mission, and they realized they had to make a change.

4ocean migrated back to Shopify and was able to:

  • Save tens of thousands of dollars in operational expenses
  • Relaunch on Shopify substantially faster than it took to launch on BigCommerce
  • Recover their web traffic after an 80% reduction when they originally moved from Shopify to BigCommerce
  • Drive incremental revenue through easy-to-add apps


The challenge: Inefficient tech was costing them time and money

4ocean started their business on Shopify, and for the first two years, they were in a phase of explosive growth—so much growth that people started suggesting that they needed to migrate off of Shopify.

“The business had gone from two employees to over 300 in a matter of just two years,” explained 4ocean’s Co-Founder and CEO Alex Schulze, “so it was suggested to migrate off Shopify and that we needed to move to a platform for larger organizations.”

BigCommerce was touted as the solution their business needed as it scaled, but it turned out to be the exact opposite, and it was apparent to Alex right away.

— We ended up migrating off of Shopify and our business plummeted. Nothing felt right from the get go. The migration process was a nightmare. Not only did it take an incredible amount of time and money, but we lost a ton of organic traffic, about 80%.


Alex Schulze — Co-Founder and CEO


In addition to a slow and costly migration, Alex quickly realized that all the things he was accustomed to being able to do quickly on Shopify were cumbersome manual processes that he had to outsource with BigCommerce.

— Everything I was used to doing without thinking on Shopify, like quick access to data, changing product SKUs, and managing the website, were now all custom and we had to hire huge teams of people to manage it.


Alex Schulze — Co-Founder and CEO


Even table stakes functionality like showing that a product was sold out, letting shoppers swipe left or right on product photos, or enlarge a product photo all required custom development on BigCommerce, whereas on Shopify, this native functionality is all available with the click of a few buttons.

Seeing tens of thousands of dollars wasted on development that used to cost nothing was the last straw that gave Alex and the 4ocean team the motivation to switch back to Shopify.

— The amount of money we spent really frustrated me because that’s now money that’s not going towards our cleanup operations.


Alex Schulze — Co-Founder and CEO


Contact a Shopify Plus expert today 


The solution: Native growth tools that put 4ocean back in control to drive the business

When they calculated the amount of additional time, energy, and money that they were spending on BigCommerce, 4ocean knew they needed to make a change.

They needed a straightforward commerce platform that worked for them, instead of against them, and with their previous experience on Shopify still fresh in their minds, the choice was simple.

— It was no question. Some folks were trying to get us to look at other options like Magento, WooCommerce, and Salesforce. After consideration, I immediately knew we had to go back to Shopify.


Alex Schulze — Co-Founder and CEO


Compared to their migration to BigCommerce, migrating back to Shopify was much easier, faster, and more streamlined.

Most notably though, it put the control back in their hands. Instead of needing to ask a business intelligence hire to run a report every time he wants to see data on his business and get the information back in two days, Alex can now look at his phone and see his analytics instantly. When the marketing team wants to change a banner, they can do it themselves rather than outsourcing that to a vendor.

— On Shopify, the marketing team can just do what they need to do. If they want to change a banner or run a new promotion, they can do that in a matter of a few clicks and get data back quickly, versus relying on multiple people and external vendors to drive the business.


Alex Schulze — Co-Founder and CEO


Switching back to Shopify gave 4ocean their autonomy back. Instead of submitting tickets, they’re innovating, driving value, and focusing on their core mission.

— With Shopify, you can focus on your core business. For us, that’s cleaning the ocean, not maintaining a website.


Alex Schulze — Co-Founder and CEO


Shopify’s vast app ecosystem also makes it easy to add functionality like product upsells and subscriptions, allowing 4ocean to drive incremental revenue seamlessly. Compare that with BigCommerce, where testing into new channels and functionality like that would require a lengthy (and costly) custom build.


The outcome: More time to focus on innovation and moving the business forward

As it turned out, the benefits Shopify offered to 4ocean as a small business are the same things that make it the perfect fit for 4ocean as it scales. Instead of outgrowing Shopify, 4ocean realized that Shopify could not only scale with them, but enable innovation—like their trash tracker.

— We’ve been able to develop a trash tracker that documents our cleanups every step of the way so we can show our customers that we’re out here doing what we’re promising we’re doing.


Alex Schulze — Co-Founder and CEO


Impactful initiatives like this would have been unthinkable on BigCommerce, where all their time and energy was being spent on maintenance and table stakes like “spending almost two weeks custom developing a button that says ‘Notify me when this product is back in stock,” Alex recalled. With more out-of-the-box functionality came notable time and cost savings, and the ability to spend their time driving revenue, which for 4ocean, means removing more trash out of the ocean and helping to create a more environmentally sustainable planet.

— You’ll drive more revenue on Shopify, and be able to do it faster and with a more simplistic approach.


Alex Schulze — Co-Founder and CEO

Note: The above case studies are a copyright of Shopify Plus.

Ditching BigCommerce, Embracing 25% Savings: Lull’s Shopify Growth Story

Ditching BigCommerce, Embracing 25% Savings: Lull’s Shopify Growth Story

  • PREVIOUS PLATFORM – BigCommerce, Custom
  • INDUSTRY – Home furnishing
  • USE CASE – Cost effectiveness, Speed to launch, Growth and scale
  • PRODUCT – Shopify Plus, Shop Pay, Shopify Payments, Shop Pay Installments, Shopify FlowLaunchpad, Shop app, B2B


This customer story was authored by Mark Nagelmann, Director of Web Operations at Lull.


Like many other home furnishing companies, we’ve faced economic hardships due to factors like high mortgage rates and student loans. However, Shopify has been a miracle worker, allowing us to increase efficiency while saving on costs significantly.

Just four months in, and Shopify has already blown us away! While we’re just scratching the surface of its conversion and revenue potential, our early success lies in a different ingredient: cost efficiency.

That’s why Shopify isn’t just a platform for us, it’s a lifesaver. With Shopify, we’ve:

  • Slashed infrastructure & software costs by 25%
  • Dramatically reduced processing fees by 25%
  • Unlocked new sales channels: the Shop App alone now accounts for 1% of our order volume
  • Added Shop Pay, which drives 80% of our express checkouts
  • Hit a 14% conversion lift during 2023 Black Friday and Cyber Monday alone
  • Successfully launched new promotions targeting overstocked inventory
  • And much, much more!

We were able to migrate to Shopify all inhouse, going from complex custom tech to up and running on Shopify in just 6 months, with no previous Shopify experience.


This is our story.

Meet Lull, your dreamy sleep partner

Lull was created for one simple reason – We want people to sleep better so they can live better. We believe comfort shouldn’t be a luxury. That’s why we crafted premium mattresses within everyone’s reach.

For over five years, I’ve seen and done it all with the incredible Lull team. From overcoming early challenges to celebrating landmark victories, there’s no place I’d rather be. Santa Barbara, California may be the backdrop, but it’s the company’s products and purpose that keeps me anchored.

Our first breakthrough came with the introduction of our Original Lull Memory Foam Mattress. Our mattresses aren’t just about saving you money (although that’s a nice bonus), it’s about waking up feeling like you actually got some sleep!


Contact a Shopify Plus expert today 


The challenges

From brick-and-mortar to Shopify rocketship

In the early days, our custom tech stack felt like a blank canvas with infinite possibilities. “You dream it, we build it!” was our mantra. But the freedom soon turned into a burden. Our beloved homegrown tech stack started draining resources instead of fueling growth. It couldn’t keep pace with the lightning-fast evolution of ecommerce, leaving us frustrated and struggling to keep up.

For instance, tweaking a single line of text… a simple task in most systems, but for us, a grueling weeks-long odyssey through code sprints, feature development, QA, and deployment hell.

Finding the right ecommerce solution was no longer a nice-to-have, it was a life-or-death mission.


Why BigCommerce — and why it didn’t work

In search of a solution, we turned to BigCommerce. At the time, we didn’t like the rev share model of Shopify Plus (little did we know BigCommerce would cost us way more in the end…). BigCommerce seemed like a reasonable choice, given its perceived affordability.


A/B testing BigCommerce

We opted for a phased approach, beginning with BigCommerce’s checkout. It took a year to fully integrate and test this crucial component.

Keeping our old tech and using BigCommerce together was a mess. We had to choose one, and BigCommerce wasn’t the right fit. We had big drops in sales and lost hundreds of thousands on developers and platform fees.

While testing BigCommerce’s checkout, conversions plummeted by 15% compared to our legacy site. Session to purchase rates went down 13%, as did intent-to-buy by almost 8%.


Frequent outages

Adding to the frustration, slow load times and frequent outages plagued our experience. I found myself frequently receiving 2:00 am alert notifications about issues that could degrade or break our store. The irony of this all happening while selling the world’s most comfortable, sleep-enhancing mattresses was not lost on me.


Unresponsive and unreliable support

We struggled to get support from BigCommerce. Our account representative changed multiple times in just one year, and although they were kind, their solutions didn’t meet our needs.

We also tried their Solutions Architects, but their costs and deliverables didn’t align with our expectations.

In the end, BigCommerce offered us a partial refund and acknowledged that they did not meet our needs.

Like a bad breakup, we were left with low morale and an unknown future.


The solution: Why we chose Shopify

Recognizing BigCommerce wasn’t the solution, we made the bold decision to migrate to Shopify. Why?

It was obvious! Ask your nanny, your friends’ kids, your uber driver… people know Shopify, and for good reason.

Shopify is “the leader” in the ecommerce market. However, it wasn’t just about technology; choosing Shopify was about regaining control, agility, and efficiency.

But migrating from a complex, homegrown tech stack to a confined platform was frightening. Would our unique identity fit into the confines of the Shopify infrastructure? The answer: Yes.

OK, so Shopify is the solution… but how could we un-spaghetti our complex infrastructure, and within budget?

We began by carefully vetting several major dev agencies. We were impressed by their professionalism and talented personnel—some even offered helpful assistance at no cost. But most proposals exceeded $1 million and stretched over 8-16 months, making them out of reach for our needs.

We decided to tackle the migration to Shopify all in house.

Lull’s “results-focused” DNA, combined with our dedicated drive and humility, made it easy for us to migrate to Shopify, despite initial concerns about high costs and long timelines.

We rebuilt our entire homegrown infrastructure, which had taken us nearly a decade to build, within six months, and for under $10,000.


Results: Early success with Shopify

Even though we’re new to Shopify, we’ve already experienced countless wins profound to Lull’s bottom line.

For the first time ever, I’ve been able to enjoy the holidays, instead of work them. Shopify apps like Launchpad made it incredibly easy to coordinate, adjust, and enhance our marketing efforts on the fly.

We hit a 14% conversion lift during 2023 Black Friday and Cyber Monday alone. We also launched two new programs simultaneously: gift cards (incentivized by built-in discounts), and our first ever percent-based promotion. These kept shoppers happy and our margins healthy.


Processing fee savings

At a time where customers are increasingly looking for financing options, finding payment partners who are fair to both the customer and company is of great importance. Despite initial skepticism, Shop Pay has been a huge win for us.

Shop Pay’s installment plan alone led to a 25% reduction in processing fees. Shop Pay now makes up more than 80% of our express checkout mix.


Infrastructure reduction

Implementing Shopify inspired us to review our org structure, software stack, and operating expenses. This led to a 25% reduction in software costs and 10-15% savings on internal tech expenses.

Ditching the old inefficiencies, our opex model is leaner and meaner.


New sales channels

Our sales instantly jumped when we started exploring new sales channels offered by Shopify.

The Shop App accounts for 1% of our total sales—a sales channel we previously did not have access to.

Now, with all our sales unified in Shopify, from Facebook and Instagram to TikTok, Amazon, and even B2B, Lull is able to deliver exceptional sleep experiences to new audiences.


Expert guidance and 24-7 support

Shopify isn’t just a platform. It is a trusted partner on Lull’s journey to take the lead in the mattress market.

Shopify and their team treat us like royalty.

I can’t speak highly enough about how wonderful Shopify’s account and support teams are. They have guided us and solved every single issue, fast and friendly.


Powerful automations

It’s been incredibly freeing to find and make quick, high-impact updates.

The Shopify Flow app makes things so easy. Using the Flow automation extension, we have easy to manage workflows that manage our logistics, captures, notifications, and more.

Just this morning, we had a problem with an order. I went into Shopify’s Flow logs and saw there was a slight hiccup. The issue was identified and solved in minutes. With our old system, I doubt we would have found the issue, let alone a solution.


Looking ahead

Our Shopify implementation was not just a migration; it was a transformation that continues to drive cost savings and growth.

Keeping up with all the features and innovations Shopify offers has become our biggest challenge, but it’s a good problem to have.

I’m excited for upcoming initiatives and launches. In the past, product launches and new payment gateways would take us months to a year to roll out. With Shopify, we can launch a new product in a single day, and add new payment gateways with a click of a button.

We’re powering up our store in every way, from leveraging ready-made tools in the Shopify App Store, to even making our own custom apps.

Shopify just opened the door, and we’re eager to sprint through the possibilities—buckle up, the future of ecommerce is bright!


Note: The above case studies are a copyright of Shopify Plus.

Nilkamal Edge

Nilkamal Edge


Project Overview:

Nilkamal Edge, a dedicated platform by Nilkamal, is designed to serve as a showcase for their projects and experience centers. The primary objective of the Nilkamal Edge website is to extend invitations to interior designers, emphasizing a B2B focus. The website is meticulously crafted to highlight projects and create an immersive experience for visitors.



The core objectives of Nilkamal Edge are to:

  1. Invite Interior Designers: Nilkamal Edge seeks to attract interior designers to explore and engage with their products and projects.
  2. B2B Focus: With a primary focus on B2B interactions, the website aims to facilitate meaningful engagements with professionals in the interior design industry.


  • Design-Centric Approach

Unlike traditional websites, Nilkamal Edge stands out for its design-centric approach. The website’s development primarily revolves around creating a visually appealing and user-friendly interface.

  • Structured Categories

-Three Main Sectors: The website strategically categorizes content into three main sectors: office, education, and healthcare.

-Sector Subdivisions: Within each sector, the content is further divided into two parts – Products and Solutions. This subdivision ensures a structured presentation of Nilkamal’s offerings.


  • Catalog Features

-Comprehensive Catalog: The catalog encompasses all products and is equipped with user-friendly filters for easy navigation.

-Sector-Specific PDFs: Sector-wise PDFs are incorporated within the catalog, offering in-depth information tailored to each sector.

  • User Engagement and Enquiry

-Product Filters and Enquiry Forms: Nilkamal Edge allows users to filter products based on their preferences. Clicking on “Enquire Now” triggers a user-friendly form, categorized by product type.

-Efficient Enquiry Submission: Users can add multiple products to an enquiry list, streamlining the process of submitting multiple product inquiries at once.


  • Technical Simplicity

No Backend or Technical Integrations: The simplicity of Nilkamal Edge lies in its intentional avoidance of backend complexities and technical integrations. The website’s focus is on delivering a seamless user experience through its design.


  • Outcome

Nilkamal Edge successfully achieves its objectives by providing a visually appealing, user-centric platform that invites interior designers into an immersive experience. The well-categorized structure, efficient catalog features, and streamlined enquiry process contribute to a website that aligns with Nilkamal’s commitment to excellence.

Go Colors

Go Colors


Project Overview:

Go Colors, a vibrant and trend sеtting brand in the fashion industry, offers an еxtеnsivе ­­­­­­­­­range of colors in bottom wеar for women. With more than 500 physical stores across the globe, Go Colors sought to rеplicatе thеir offlinе succеss in thе digital rеalm.



Go Colors facеd sеvеral challеngеs with thеir еxisting onlinе platform:

1. Displaying Multiple range of colors in single product with more than 99 variants.

2. Streamlining Inventory Management and Distribution of their warehouses

3. Implementing a Loyalty Program

4. Implementation of Logistics partners

5. Implementation of return and refund


Solutions Provided by Binary: 

1. Displaying Multiple Product Colors and Variants

Situation: GoColor required an innovative approach to display over 99 product variants, including various colors and shades, on their ecommerce platform.


Solution: Binary developed a sophisticated solution that enabled the display of all color variants on a single page. All variants with the single page approach, wherein this approach we have the facility to upload primary colors, secondary colors, prints and shimmers all on one page, we have given the facility to distribute as well. Each page are separate page which creates multiple page of a single product. Yet keeping it SEO friendly, each and every colors has their own meta field, meta keywords, meta description as per Google shopping & SEO. This approach not only improved the user experience but also simplified the product selection process for customers.


2. Streamlining Inventory Management and Distribution

Situation: The existing inventory system, managed via Vinculum, was not meeting the evolving needs of Go Color. The client required a more agile and efficient system to handle their diverse inventory, they have more than 8 warehouses.

Solution: Binary implemented Unicommerce, a more robust inventory management system, and developed a custom middleware for seamless integration. This integration included a ‘Hop-in Logic’ system, which prioritizes order distribution based on geographical proximity and inventory availability across multiple warehouses.


Order Distribution: Orders are assigned based on priority pin codes to the nearest store. If a product is unavailable, it is marked ‘no store’, allowing GoColor admins to allocate orders manually.

Master Warehouse: Unassigned orders automatically go to the master warehouse, ensuring no order is left unattended.


Real-time Inventory Updates: Inventory integration is performed every two hours, ensuring up-to-date information.


Accuracy in Order Processing: By sending only confirmed orders to SAP, the system avoids the complications that might arise from processing incomplete or tentative orders. This leads to a more efficient order fulfillment process, reducing errors and improving overall operational efficiency.


SAP Integration: The integration of GoColor’s order management system with SAP plays a crucial role in streamlining their business processes. Binary has set up the system in a way that orders from GoColor’s online platform are only sent to SAP once they are fully confirmed. This methodical approach ensures


Several key benefits:Enhanced Order Management: This integration allows for better management of orders, as SAP only deals with orders that are final and ready to be processed. It helps in keeping the order data clean and organized, making it easier for the GoColor team to track and manage orders.


Streamlined Workflow: The confirmation-first approach streamlines the workflow between GoColor’s ecommerce platform and SAP. It simplifies the order handling process, making it more straightforward and manageable.


Customer Satisfaction: This system indirectly benefits the customers as well, as it minimizes the chances of order-related issues and delays. With a streamlined process, customers are more likely to receive their orders on time and as expected.


Operational Efficiency: By integrating with SAP in this manner, GoColor ensures that its backend operations are tightly aligned with its ecommerce activities. This alignment leads to more efficient use of resources and better overall performance of the business.


3. Implementing a Loyalty Program

Situation: Go Color wished to integrate a loyalty program, into their Shopify platform.


Solution: Binary  successfully implemented the loyalty program, Easy Reward within Shopify. This integration allowed for the seamless application of discount codes and point redemption directly on the platform.


4. Implementation of Logistics partners

Situation: Not  have logistics partner was not meeting the evolving needs of Go Colors, wasOccupying more people for the services

Solution: Binary is currently managing logistics through Delivery and is in the process of integrating with Shiprocket for future deliveries. We have implemented 2 logistics partners, for serving the major pin codes of India. This upcoming change aims to further improve the delivery process for GoColor.


5. Implementation of return and refund

Situation: G Ccolors wanted to make exchange and return easy for their clients

Solution: We have built a program where customers can cancel pre-dispatched order from website, till the order is not dispatched or after receiving the product within 30 days customer can return. While cancellation customer receives refund after 24 hours. There could be possibility for frauds, so we have kept an automation of refund after 24 hours. Same applies to return, but in case of return customer receives refund after product pickup from customers location.


Admin Control: Admins have the flexibility to stop the automatic refund process, offering greater control over return and refund policies.


Outcome and Impact

These solutions significantly enhanced Go Color’s operational efficiency and customer satisfaction. The streamlined display of product variants and robust inventory management system improved the shopping experience, while the loyalty program integration fostered customer loyalty and engagement


Rеsults Achiеvеd:

Thе transformation lеd to significant improvеmеnts:


  • Enhancеd onlinе usеr еxpеriеncе, closеly mirroring thе in-storе fееl of Go Colors.
  • Strеamlinеd е-commеrcе opеrations, improving thе еfficiеncy of ordеr procеssing and invеntory managеmеnt.
  • Succеssful intеgration of onlinе and offlinе channеls, providing a sеamlеss omnichannеl еxpеriеncе.
  • Incrеasеd customеr satisfaction, thanks to improvеd onlinе shopping fеaturеs and rеliablе ordеr fulfillmеnt.





Mark Wilkinson, Florence Kelly, and Drew Mansur launched TileCloud in 2017 with the aim of transforming the Australian tile market and redefining home renovations as enjoyable passion projects rather than exhausting ordeals. The concept behind the online tile seller has since resonated with customers across Australia, with DIY enthusiasts and professional renovators alike buying their tiles from the brand.


In the few short years since its founding, TileCloud’s business expanded rapidly, with the brand surpassing $1.2 million in monthly revenue. Wanting to sustain its swift growth trajectory, TileCloud decided to further optimize its website, which handled both DTC and B2B sales, while building out its B2B business to capture more wholesale customers. The team at TileCloud knew it needed to provide a more seamless customer experience for both its consumer and wholesale markets if it wanted to drive sales through both channels.

One crucial element in the optimization of TileCloud’s online retail presence was the ability to closely monitor the activity on its website with easy access to detailed metrics. These metrics were also critical in helping the business make the right decisions to drive growth. However, gaining such insight was a challenge for the brand.


Contact a Shopify Plus expert today


After upgrading to Shopify Plus in July 2020, TileCloud gained the ability to launch expansion stores – additional online stores with the same backend as its main store. Drawing upon this capability, TileCloud created a dedicated B2B online store for its wholesale customers. This meant the company could tailor its storefront to appeal specifically to B2B customers, with different prices for different wholesale customers, depending on their partnership with TileCloud.

With Shopify Functions, a feature enabling backend coding, TileCloud was able to customize its checkout process for a more streamlined user experience. One notable outcome was the ability to apply multiple automatic discounts at the checkout, giving both B2B and consumer customers the benefit of a more seamless discount experience.

With Shopify Plus’s ability for merchants to preconfigure website data, Tilecloud was also able to set up a custom view of its website activity reports. This gave the company greater visibility of key metrics, such as the average order value, to better gauge the effectiveness of its online promotions and customer experience – valuable data needed to further optimize its online sales channels.



The customer experience efficiencies gained through Shopify Plus features, such as a more streamlined checkout process, have enabled TileCloud to push up its customer conversion rates and average order value. Moreover, with a dedicated expansion store tailored to the needs of its wholesale customers, TileCloud has been able to attract more wholesale customers and drive sales through personalized pricing for individual buyers, targeted messaging and special wholesale promotions.

At the same time, the detailed metrics provided by Shopify Plus have enabled TileCloud to improve its decision-making processes, leading to data-driven improvements to its online stores, sales campaigns, customer acquisition and retention strategies, and customer experience more generally.

“Shopify Plus was like an Excel spreadsheet; we didn’t realize how much it could do until we started exploring its features. And with a combination of clearer access to our numbers and support of our merchant success manager, we have been able to make a series of changes, elevating our online experience for both retail and trade customers.”


Drew Mansur — Co-Founder

With Shopify Plus, TileCloud saw results  fast.

  • 34%year-on-year increase  in average order value
  • 28% year-on-year jump  in customer conversion rate
  • 24% year-on-year increase in B2B customer signups


Note: The above case studies are a copyright of Shopify Plus.

En Gold


Wife and husband duo Steffanie and Matt Ball founded En Gold in 2018 with a vision to incorporate Asian craft into the design of modern Australian furniture. Using elements of delicate materials such as fossil stone, En Gold stands at the forefront of offering customers signature pieces to create unparalleled living spaces.



Since its launch, En Gold has predominantly focused on a direct-to-consumer (DTC) business model. However, recognizing the importance of the wholesale and trade sector in the furnishing industry, the brand knew it had to integrate a business-to-business (B2B) sales model eventually. Yet, it didn’t have B2B-focused ecommerce tools immediately at its disposal.


Moreover, it was important for the brand to customize its website in order to improve how it catered to its varying customer segments. For instance, En Gold was unable to customize shipping costs based on order size, which resulted in a flat delivery fee being applied to all orders regardless of size. The discrepancy between the actual shipping costs and those charged to customers was a financial drain on the brand.


Contact a Shopify Plus expert today



En Gold upgraded to Shopify Plus in November 2021. The brand utilized checkout extensibility, a feature that allows easy customizations of the checkout page. This feature enabled the brand to not only customize shipping charges based on order size but also capture more customer data.

With Shopify Plus B2B, a suite of first-party features that integrate right into the Shopify admin for B2B selling, En Gold turned its online store into a blended digital shopfront that catered to both DTC and B2B customers. Once B2B customers logged into their customer profiles, they were able to review customized product catalogs and pricing tailored to their unique needs.


With checkout extensibility, En Gold resolved the persistent issue of underestimating shipping charges for large customer orders. This enabled the brand to close the gap between the actual costs of shipping and those charged to customers. Moreover, En Gold improved its customer service by customizing the checkout and capturing more customer data.

By establishing a blended store, En Gold was able to expand its B2B operations while also ensuring that its ecommerce team could easily manage both DTC and B2B selling. The brand also implemented a tiered discount option that rewarded bigger B2B buyers with bigger savings. En Gold anticipates that this tailored experience will be instrumental in growing its total B2B sales.


“What I love about Shopify is that it is constantly evolving at a rapid pace, which is evidenced by additions such as checkout extensibility. We are excited to further leverage customizations and create a tailored experience for our B2B customer accounts.”

En Gold

Yuki Maeda — Digital Marketing & Ecommerce Specialist

With Shopify Plus, En Gold saw results fast.

  • 45% Increase in total year-over-year sales
  • 35% Increase in returning customer rate
  • 26% Increase in total year-over-year orders


Note: The above case studies are a copyright of Shopify Plus.




Brooklinen began in 2014 as a bootstrap operation. Founders Rich and Vicki Fulop ran a very successful Kickstarter campaign on the idea that they could sell beautiful bed sheets at an affordable price. They knew their audience because they were their audience: millennials in search of quality bed linens they could buy online. Since then—and with significant growth and scale on Shopify Plus—the brand has become an important example of a new class of direct-to-consumer (DTC) businesses who appeal to digitally-native buyers.

Now the brand is looking to scale its B2B operations as more customers place large, wholesale orders. “The core of our B2B business is really the hospitality business. Right now all of that is handled offline. There’s no way for our customers to have a personalized experience like our DTC customers do online,” says Nicolas Lukac, Director of Emerging Channels at Brooklinen.

Traditional B2B selling is archaic; time-consuming, a manual process of taking orders over the phone. The Brooklinen team says they have been taking B2B orders for as long as the brand has existed, but continuing to do so manually, and ad-hoc, would be difficult to scale and bring to the success level of their DTC efforts.

Lukac added: “We weren’t customer-forward with this process. We were order-forward. There’s a lot of friction involved with that. We could be spending more time either helping our customers or acquiring new customers, so it limits the scale of our business.”


Contact a Shopify Plus expert today



Brooklinen sought the suite of powerful, flexible features of B2B on Shopify Plus as the solution to its problem. “When Shopify announced that they were going to be releasing B2B functionality, it was really natural for us to just opt in,” says Elizabeth Bell, Director of Product Management at the brand.

While Brooklinen’s old, manual process worked, it wasn’t efficient. Customers could not serve themselves and place their own orders. With B2B on Shopify, Brooklinen created a B2B site that was just as intuitive and easy to use as their DTC site without sacrificing the complexity they needed to sell B2B.

“B2B on Shopify allows us to engage with these customers in a new way—kind of like a typical DTC customer but for B2B,” says Kelly Hallinan, Senior Vice President of Emerging Channels.

With the proliferation of ecommerce in everyday life, buyer expectations have changed and B2B purchasing is expected to be available online. With Shopify Plus, Brooklinen can remain leaders in their industry by offering personalized buying experiences adapted for the needs of each of their B2B customers.

“Now, we can see that a large hospitality group purchased from us six months ago. We know the average amount of time in between orders, and we can say, okay, we’re at that point where we can send them an email asking about placing a reorder. It’s much harder to do that without Shopify’s back end system,” says Hallinan.



With B2B on Shopify, Brooklinen added a second store exclusively for B2B buyers within the same admin they already use today. “It’s been great to have the B2B functionality in the Shopify Admin so we can use the functionality we’re familiar with to spin up our B2B site. We can have a site that looks and feels very similar to our DTC site but have it be focused on business to business,” says Bell.

Instead of placing bulk orders over the phone, B2B customers now have access to a personalized buying experience where they can place orders themselves. Customers have access to specific prices, products, and payment methods —just like they would while making any other purchase with Brooklinen.

This platform, according to Lukac, unlocks many doors for their team and how they think about the customer experience. It will also allow Brooklinen to automate back office tasks, so they can spend more time focusing on strategic initiatives to grow and scale their B2B business and less on manual work.


With Shopify Plus, Brooklinen saw results:

  • Able to spend 80% of time working with customers
  • Unlock self-serve for customers to manage account and orders
  • Offers the same intuitive, branded buying experience for B2B customers as DTC buyers


“On Shopify Plus, our team has the liberty and the space to build relationships with customers, instead of just transacting with them. We spend more time understanding our customers and less on manual inputs. This allows us to provide exceptional experiences for our DTC, B2B customers and retail customers alike.”

Nicolas Lukac — Director of Emerging Channels at Brooklinen


Note: The above case studies are a copyright of Shopify Plus.




Client Background

ITC wanted to relaunch its online store where the customer could order at ease at home. ITC wanted to migrate from its custom platform to Shopify Plus. ITC wanted to do pilot test run on Shopify before announcing the launch to common public. Hence ITC started its operations with 1 city


  • ITC encountered issues related to customer transactions
  • Website used to crash when any customer would attempt the payment
  • Product pricing varies from city to city
  • Product offering varies from city to city
  • Multiple distributors would fulfill orders in given city
  • Multiple ITC business would have different order placing process on website like Frozen foods, stationery, personal care, etc.
  • Create a website which would have Content + eCommerce

Solutions provided by Binary

  • Binary planned phase wise migration from current website to Shopify Website. As a part of Phase 1, Binary had migrated the orders, customers and products on Shopify website
  • We had developed order processing system based on customer pincodes
  • Based of the customer’s pincode, the website shall show the product catalogue and its pricing
  • Integration with city-based distributors who shall receive orders, process it and deliver to customers
  • Updation of distributor’s inventory via our system
  • Creation of brand’s custom landing pages
  • Creation of smart product bundles as per requirements which would give ease of buying for customers
  • Customization of marketing offers to promote product sampling
  • Limiting order quantities for few SKUs to avoid product shortage created by different customer groups
  • Creation of microsite for corporates and societies to order in bulk and supply essential items during COVID 19 Lockdown
  • Creation and management of “Weekend Sales” which would generate sales
  • Development of custom order logics for each business like ITC Hotels, ITC Frozen foods, etc.
  • Integration with custom analytics tools and events
  • Integration with ITC’s Digital Asset Management system to fetch the content of various brands
  • Integration with Qwikcilver Loyalty Program

Results Achieved

  • Platform migration helped the brand to grow 5x
  • Customers were able to order from online store without experiencing glitches
  • Brand teams were able to measure the performance of the website
  • Website was able to track the real-time inventory and this avoided overbooking of the products
  • Website traffic had increased by 30% YOY
  • Customer engagement rate increased by 10% YOY

More than 1 Lakh+ Orders were processed

Shop At SC

Shop At SC


Client Background

Sony India Division (electronics business) wanted to set-up an online shopping store for its customers to be able to shop from varied product assortment of televisions, camaras, audio and PlayStations. The online portal should be integrated with its offline Sony Centers which would do the fulfillment and delivery. The orders should be accepted only if the nearest Sony Centers would have the product inventory.


  • Sony India cannot do direct business in India due to FDI Norms
  • Integration with 160 Sony Centers and their inventory systems
  • Integration with Sony India’s SAP
  • Integration with third party APIs like GWT, CDP, for pulling digital assets
  • Online shopping platform and its National Distributor has to be compliant to various security norms defined by Sony’s Global Team
  • Offer finance schemes that would match offline shopping experience

Solutions provided by Binary

  • Binary became the national distributor for SID, wherein Binary owned the website platform, legal contracts with its Sony Centers, managed compliances like GST, TDS, TCS, etc. on behalf of Sony and Sony Centers
  • Binary developed Sony’s online shopping portal on Shopify Plus, a SAAS based platform that is compliant to global security standards like PCI Compliance, GDPR, Server security, payment gateway, logistics, etc.
  • Binary set-up its online store that matched offline shopping experience, wherein it has done customizations as below:
    • Set-up product combos that would offer discounts to customers and increase its sales
    • Setting up finance schemes like Low Cost EMIs on cards and Bajaj Finance loans
    • Validating the product serial numbers to avoid double financial loans
  • Binary developed a custom admin management system which would manage the below functions for Sony Brand Team:
    • Onboarding new Sony Centers
    • Mapping products with SAP
    • Mapping products inventory with SAP
    • Mapping warehouse stock
    • Mapping serviceable pincodes with its Sony Centers
    • Mapping order priority logics
    • Order hopping logics
  • Binary set-up a process to pay its Sony Centers on weekly basis, as per the orders fulfilled by Sony Centers. Here, the custom admin module would manage the below functions
    • Ability of Sony Centers to upload “Proof of Delivery”
    • Approval by Sony Team on “Proof of Delivery”
    • Weekly payout generation that would show each Sony Centers the payouts generated after adjusting below components:
      • Binary Commission
      • Payment Gateway Charges
      • GST
      • TDS Deduction
    • Integration with SAP
    • Integration with GWT to pull digital assets for the website
    • Management of customer support function
    • Management of exclusive PlayStation 5 campaigns, wherein below guidelines had to be taken care:
      • Manage traffic of more than 1 lakh concurrent users during sale go-live
      • Manage sale of product within the allocated inventory
      • Manage server performance and security during peak load hours
    • Lead Management
      • Capture leads of interested customers (in case if products are out of stock in any given pincode)
      • Manage the lead status
      • Inform customers when the product is in stock
      • Sell the products once they are in stock

Results Achieved

  • YOY traffic generated on website: 17 Million+ , with average growth of 30% yearly basis
  • YOY sales generated: 50 Million+
  • Smooth integration of 160 Sony Centers with our admin system
  • Smooth order processing for customers and Sony Centers
  • Generation and processing 1 Lakh+ orders
  • Realtime inventory sync between Sony Centers and SAP
  • Achieved infrastructure security
  • Managed turn around time of 48 working hours for customer support management



Client Background

Westside is a brand of Trent Limited. Westside hosts 26 in-house brands that are spread across varied customer persona and categories. Westside has 200+ stores that were ready to do order fulfillment. Westside wanted to start ecommerce website but had few challenges before starting the online sales on the website.


  • Migration from Static Content website based on .Net to eCommerce Platforms
  • Defining customer journey for 26 brands and categories
  • Creating multiple user journeys
  • Managing offline communications with online communications
  • Listing of 75,000+ products and constantly upgrading/ downgrading them
  • Managing store wise inventory on real-time basis
  • Integration with SAP
  • Integration with 200+ Stores
  • Integration with Logistics provider for multi-location pick-up and delivery

Solutions provided by Binary

  • Binary planned phase wise migration from content website to ecommerce website
  • Creation of product listing process, collection and category definitions, mapping to various user journeys and aligning with offline collections
  • Logics were created wherein inventory flow shall happen across stores, SAP and online store
  • Development of mobile apps for smooth order processing of customers
  • Integration with logistics partners wherein order pick-up process was set to optimize the cost of delivery from stores to customers
  • Development of automated order cancellations, returns and refunds process
  • Integration with Tata Neu, the super app by Tata Group
  • Ability for customers to buy membership online and enjoy benefits
  • Ability for customers to earn and burn loyalty points, online and offline
  • Unified login for customers across all Tata Ecommerce websites
  • Integration with Marketing Automation platform to capture all marketing events and send relevant communications to customers

Results Achieved

  • Online store accounted for 2% of overall business right from the first year of website go-live
  • Increase in sales by 10x during Sale period
  • Optimized IT Infrastructure cost by 40%
  • Generation of customer feedback, which was missing in offline stores, and was key for business

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