A proposed approach to explore with your business. Scope, implementation and outcomes depend on the engagement.
5 markets from a single platform
Ideal for
Australian DTC brands that have outgrown Shopify/Magento and need composable architecture for international expansion.
The situation
A fast-growing Australian DTC brand scaling beyond $10M needing multi-currency, multi-region, and subscriptions
Shopify and Magento serve well to a point, but international DTC at scale introduces complexity. Region-specific catalogues where products are approved in some markets but not others due to ingredient regulations. Multi-currency pricing beyond simple conversion - each market needs psychological price points, local tax handling, and local payment methods. Subscription models needing tight ERP integration across multiple currencies and subsidiaries.
Performance is the final constraint. With 75-80% mobile traffic, every 100ms impacts conversion. Monolithic platforms with heavy customisation typically load in 1.5-2.5 seconds.
The approach
Commerce Engine: CommerceTools
MACH-architecture platform. Each country is a CommerceTools "store" with its own product selection, pricing, tax categories, and shipping methods. A single product record can be available in 5 markets with 5 different prices without duplication. Subscription engine built as a CT API extension.
Frontend: Next.js on Vercel
Headless Next.js with ISR (60-second revalidation). Edge functions for personalisation (returning customer vs new, region detection, A/B tests). Sub-400ms TTFB globally.
Celigo Integration Layer
Order sync (CT to NetSuite): Correct subsidiary mapping per market, currency conversion via NetSuite exchange rate tables, tax code translation, subscription reference tracking.
Inventory sync: Multi-warehouse per CT channel with safety stock thresholds per market.
Product sync: Per-market pricing from NetSuite price levels to CT embedded prices.
Customer sync to Klaviyo: Market-segmented email marketing.
Payment reconciliation: Stripe multi-currency settlements matched to NetSuite revenue per subsidiary.
Expected outcomes
Mobile page load drops below 0.5 seconds. Conversion rate improvement of 20-40%. New market launch in 6-10 weeks after the first is live. Subscription revenue typically grows 150-300% compared to previous platform.
Measures to validate
| Measure | Before | Target |
|---|---|---|
| Mobile page load | 1.5-2.5 seconds | < 0.5 seconds typical |
| Conversion rate | Baseline | +20-40% typical |
| New market launch | 6-12 months | 6-10 weeks |
| Subscription revenue | Baseline | +150-300% typical |