CASE STUDY
MYCR7 - From physical retail and marketplaces to Shopify Plus D2C.
Building an owned Shopify Plus D2C channel for the operator of the official CR7 online stores - mycr7.eu and mycr7.ch, multi-currency, custom theme.
6 weeks
Go-live
+120%
Revenue
EU & CH
Markets live
Month 1
Owned D2C channel live
Industry
Sport & lifestyle / D2C
Starting point
Physical retail + marketplaces
Timeline
6 weeks
Stack
Shopify Plus · Shopify Markets · proprietary ERP · Klaviyo · Custom theme
STARTING POINT
A global brand without its own e-commerce system.
The operator of the official CR7 online stores sold without its own e-commerce system before launch - through physical retail and marketplaces. The Shopify Plus launch created the owned D2C channel for mycr7.eu and mycr7.ch.
-No owned online store as a D2C channel
-Different pricing and tax rules for EU vs. Switzerland
-Proprietary warehouse and ERP system had to be connected
-High dependence on physical retail and marketplaces
OBJECTIVES
Full control of brand experience and international direct sales.
D2C store
High-performance direct sales for EU & Switzerland - independent of physical retail
Multi-market
Multiple currencies, taxes, and price lists automated
Brand experience
Full control of design, UX, and direct sales - no marketplace compromise
Scalability
Infrastructure ready for future drops and new markets
DELIVERY
International e-commerce infrastructure in 6 weeks.
01
Shopify Markets setup
EU & Switzerland with automated price and tax logic - localized checkout per market.
02
Custom theme development
Performance-focused theme emphasizing brand, speed, and conversion-oriented UX.
03
ERP integration
Custom integration of the customer’s proprietary warehouse and ERP system into Shopify Plus.
04
Multi-currency checkout
Seamless buying in local currency - CHF in Switzerland, EUR in the EU.
05
Tracking & pixels
Full tracking including Meta Pixel, GA4, and server-side tagging for clean attribution.
06
Klaviyo automations
Launch flows for welcome, abandoned cart, and post-purchase.
SHOPIFY MARKETS
EU & Switzerland. Automated. Scalable.
A key complexity was mapping different market rules. Switzerland requires its own tax and customs logic, separate price lists, and adapted checkout - all automated with Shopify Markets.
Automated tax logic
EU VAT and Swiss taxes calculated correctly and automatically
Multi-currency
EUR and CHF with local checkout and currency display
Price structures
Separate price lists per market - flexible margin control
Scalable
New markets can be added without custom development
Shopify Plus
Shopify Markets
Proprietary ERP
Klaviyo
Custom theme
RESULTS
From physical retail and marketplaces to a scalable D2C store in 6 weeks.
6 weeks
Go-live - from briefing to launch
+120%
Revenue - pre-launch physical retail + marketplaces vs. post-launch including D2C store
Month 1
Owned D2C channel live after launch
EU & CH
Two international markets live together
Scalable infrastructure
Foundation laid for international product drops and new markets
Brand-owned direct sales
MYCR7 now sells directly through its own Shopify Plus online stores, alongside physical retail and marketplaces
