Beauty
Client
OUAI
Industry
Services
Shopify Plus Optimization
Checkout & Promotion Logic
International Market Architecture
Ongoing Development Support
Tech partners
Shopify Plus
Klaviyo (Email & Flows)
ReCharge (Subscriptions)
Shopify Markets
Presidio partnered with OUAI as its Shopify Plus ecommerce agency, modernizing checkout extensibility, international infrastructure, and promotional architecture to support continued global DTC expansion.
Global Shopify Plus Ecosystem Overview
OUAI is a premium haircare and lifestyle brand operating across the US and UK with strong retail distribution and a rapidly expanding Shopify Plus direct-to-consumer channel. As international growth accelerated and promotional complexity increased, the brand required enterprise-grade Shopify Plus architecture capable of supporting checkout extensibility, subscription growth, structured discount logic, and scalable global operations without compromising performance.
The Challenge: Why Shopify Plus Modernization Was Needed
As OUAI expanded internationally and introduced more advanced promotional strategies, operational complexity intensified across its Shopify Plus ecosystem. Gift-with-purchase workflows, first-time customer offers, cart pre-population logic, subscription SMS integrations, and structured discount stacking required advanced checkout extensibility. At the same time, Shopify Scripts deprecation required a structured migration to Shopify Functions without interrupting live revenue flows. International storefront consolidation introduced additional technical considerations, including Shopify Markets Pro implementation, UK routing and localization logic, merchant-of-record implications, and payment method expansion. Tracking infrastructure and third-party scripts also required modernization to reduce performance drag and improve governance across regions.
Our Shopify Plus Architecture & Optimization Strategy
Presidio implemented a phased Shopify Plus modernization roadmap centered on checkout engineering, international scalability, and technical governance. We built advanced checkout extensions to support complex promotional logic and experimentation while maintaining checkout stability. Legacy Shopify Scripts were migrated into Shopify Functions through a structured transition plan that reduced technical debt and future-proofed the discount architecture. We developed a Shopify Markets Pro consolidation strategy to streamline international operations and align regional routing, fulfillment, and payment logic. In parallel, we modernized structured data, optimized pixel and affiliate tracking infrastructure, removed render-blocking scripts, and strengthened overall platform performance and governance.
Advanced Shopify Plus checkout extensibility implemented
Structured migration from Shopify Scripts to Shopify Functions
Defined and executed international consolidation roadmap
Reduced technical debt and improved operational governance
Increased promotional flexibility and campaign execution speed
Strengthened subscription and retention infrastructure
Strengthened subscription and retention infrastructure
OUAI now operates on a resilient Shopify Plus foundation capable of supporting continued international expansion, sophisticated promotional experimentation, and subscription-driven growth. Ongoing optimization focuses on structured A/B testing, checkout extensibility refinement, lifecycle enhancements, and continuous international scalability improvements to sustain long-term enterprise performance.
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