Expansion sites grew from a few million euros in annual revenue to almost €20 million in 18 months
Passione had already built a successful business in Italy and was preparing for its next stage of growth across Europe. Rather than expanding on Magento, the decision was made to launch every new market on Shopify Plus, giving the team a platform that could move faster, require less maintenance and allow them to focus on growing the business instead.
Launching Spain, France, Germany and the UK was only part of the challenge. Every market needed to feel local, perform well from day one and continue improving as the business expanded. At the same time, traffic was being piled onto the stores through rapid growth, major campaigns and monthly Facebook Live events, creating huge spikes in demand that the platform needed to handle without missing a beat.
Digital Fresh became Passione Beauty's dedicated Shopify partner throughout the expansion, working alongside the ecommerce team to plan, build and continually improve every market.
Rather than treating each country as a separate launch, we built a shared roadmap that evolved alongside the business. CRO, A/B testing and technical optimisation became part of the ongoing process, helping every market mature over time. We localised each storefront with native payment methods, introduced automations that simplified operations across multiple markets, and developed a bespoke Shopify B2B experience to support the brand's wholesale growth.
As demand increased, so did the technical challenges. Monthly Facebook Live campaigns generated hundreds of orders within minutes, so we developed bespoke Shopify Scripts to ensure discounts and promotions continued running reliably during peak demand. Alongside this, we introduced Klevu to improve product discovery, increasing search conversion by 17%, while continually refining the buying experience across every market.
International business grew from a few million euros in annual revenue to almost €20 million in just 18 months.
Across the four Shopify Plus expansion sites - CR increased by an average of 28%, AOV grew by 14%, and search conversion improved by 17%. More importantly, the business had a Shopify operation that could keep pace with its growth, supporting rapid international expansion, high-volume campaigns and continuous optimisation without slowing the team down.
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