- Strategic consulting: Multi-region architecture design with two Shopify Plus stores segmented by geography
- Complex technical migration: Transfer from multiple Magento instances, preserving SEO and historical data
- Custom Kit development: Metaobject system allowing unlimited combinations of colors, needles, patterns, and dynamic pricing
- Critical integrations: Orchestration of Byrd (logistics), Odoo (ERP), Klaviyo (email automation), and Shopify Flow
- UI/UX optimization and continuous support: User experience refinement with post-launch auditing and iterative improvement
Strategic Multi-Market Integration in Shopify Plus:
Consolidating technology, operations, and marketing
Services
Context
We Are Knitters was founded in 2011 with a clear mission: to revive the tradition of knitting through e-commerce. Created by Pepita Marín and Alberto Bravo under the Do It Yourself concept, the brand positioned itself as a leader in selling knitting kits with innovative designs, premium quality natural fibers, and captivating color palettes.
Today, WAK operates in multiple markets with both physical and online presence, with the digital channel being its main growth driver. With a significant presence in the United States and Europe, providing an exceptional shopping experience in each region became critical to cultivating loyalty and expanding its reach.
We Are Knitters faced operational complexity that hampered its growth potential
The challenge
Technological and operational fragmentation:
Multiple Magento stores operated independently in different countries without centralized integration, leading to decreasing conversion rates, high technical support costs, and an inability to address international markets cohesively.
Multi-regional logistical complexity:
Two strategic warehouses (Germany and the United States) with different logistics operators, complex integrations, required connection with Odoo ERP, and a high volume of invoicing and orders that demanded sophisticated automation.
Business model limitation:
Kits were the main sales driver, but the current platform did not allow for unlimited customization or capture complex combinations of colors, needle types, digital patterns, and variable quantities based on customer preferences.
The solution
Implementation of transformation strategies
Multi-regional Technology Architecture: Two Integrated Shopify Plus Stores
We designed a strategic structure with two geographically segmented stores, the United States and Canada as a high-value market, and Europe plus the rest of the world for strategic expansion, but operating under the same data ecosystem. This allowed us to centralize information, inventory, and operations on a single platform, eliminating silos that hindered strategic decisions.
Logistics as a backbone: Byrd integration
Logistics stopped being a cost and became a competitive advantage. We integrated Byrd with Shopify Plus to manage shipments, returns, taxes, and customs in all markets with real-time tracking and automatic inventory synchronization. The result was scalable operations that allowed managing high volume without operational friction.
Unlimited Personalization: dynamic kit application
We developed a custom metaobject architecture that allowed for virtually unlimited combinations of yarn colors, needle types, digital patterns (automatic PDF deliveries), dynamic pricing, and variable quantities. An intuitive front-end handled all this complex logic seamlessly, correctly transmitting personalization data to warehouses and allowing for discounted packages. This overcame standard Shopify limitations, and after launch, the average order value increased by 39% thanks to this purchasing flexibility.
A solid technological foundation to drive the digital evolution of the Museum.
Retention marketing: email automation with Klaviyo
We transformed email into a conversion and loyalty engine through a strategic migration from Mailchimp to Klaviyo, integrating both Shopify Plus stores with advanced segmentation by geography, language, and purchase history. We implemented a multi-level system that analyzed comprehensive behavior—products purchased, purchase frequency, types of customized kits, downloaded patterns—to create highly specific audiences.
We automated triggers at critical moments of the customer journey: order confirmation with automatic pattern download, abandoned cart reminders with the exact kit configuration, delivery confirmation and invitations to review, and incentives at purchase milestones. Sequences were personalized according to behavior: if they downloaded a pattern without purchasing, they received educational content; if they had bought specific colors, visual inspiration with those same colors.
For inactive customers (90+ days), we implemented sophisticated reactivation based on valuable content—new patterns, inspirational stories, testimonials for complementary products—rather than generic discounts. Finally, we established continuous performance auditing for each flow, refining sequences, adjusting timing by time zone, and personalizing messages with each iteration to constantly improve relevance.
Strategic impact
Operational Centralization: A single control panel unified marketplaces, inventory, and customer information, eliminating silos that hindered strategic decisions and demonstrating scalability at high volume.
Business Model Enabler: Customized kits went from being a limitation to a primary growth driver. Unlimited purchasing flexibility generated a 39% increase in average order value because customers could configure exactly what they needed.
Consistent Omnichannel Experience: Consistent branding in both markets (US and Europe), transparent logistics that built trust, and relevant email marketing that maintained post-purchase engagement.
Customer-centricity as an engine for exponential growth
The We Are Knitters project represented a strategic challenge that went beyond a simple platform migration. Webmefy designed and implemented a hyper-personalized and complex solution that simultaneously addressed technological fragmentation, multi-regional logistical operations, and critical business model limitations.
The transformation included a scalable Shopify Plus architecture that handled regional complexity without sacrificing brand consistency, a custom metaobject system that allowed for unlimited product combinations (unlocking the true potential of the kits), transparent and automated logistics through sophisticated integrations (Byrd, Odoo ERP), and a retention marketing strategy that maintained post-purchase engagement through advanced automation in Klaviyo.
Each component of this solution was designed considering the particularities of two strategic markets (USA/Canada and Europe), ensuring that data, inventory, and operational decisions flowed through a single centralized panel. This level of technical customization and operational orchestration transformed a fragmented infrastructure into an integrated and scalable ecosystem, demonstrating Webmefy's ability to execute large-scale digital transformation projects in complex, multi-market environments.
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