MYCR7: Building a Shopify Plus D2C channel.

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.

Man in a white T-shirt and black boxer briefs sitting on the floor of a loft by a window front

Go-live: 6 weeks
Revenue: +120%
Markets live: EU & CH
Owned D2C channel live: Month 1

Industry: Sport & lifestyle / D2C
Starting point: Physical retail + marketplaces
Timeline: 6 weeks
Stack: Shopify Plus · Shopify Markets · proprietary ERP · Klaviyo · Custom theme

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

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

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

International e-commerce infrastructure in 6 weeks.

Shopify Markets setup
EU & Switzerland with automated price and tax logic - localized checkout per market.
Custom theme development
Performance-focused theme emphasizing brand, speed, and conversion-oriented UX.
ERP integration
Custom integration of the customer’s proprietary warehouse and ERP system into Shopify Plus.
Multi-currency checkout
Seamless buying in local currency - CHF in Switzerland, EUR in the EU.
Tracking & pixels
Full tracking including Meta Pixel, GA4, and server-side tagging for clean attribution.
Klaviyo automations
Launch flows for welcome, abandoned cart, and post-purchase.

Shopify Plus
Shopify Markets
Proprietary ERP
Klaviyo
Custom theme

From physical retail and marketplaces to a scalable D2C store in 6 weeks.

Go-live - from briefing to launch: 6 weeks
Revenue - pre-launch physical retail + marketplaces vs. post-launch including D2C store: +120%
Owned D2C channel live after launch: Month 1
Two international markets live together: EU & CH

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