One estate, many markets, kept coherent.

Not one store — an estate.

Sittingsuits doesn't run one Shopify store; it runs an estate. Regional B2C storefronts sit across separate domains, markets, languages and currencies — an EU/Denmark store, a UK store and a Canada store among them — and alongside them a B2B storefront on its own subdomain that began as a presentation-and-contact site and has been growing, deliberately, toward real prices, cart, checkout and bundles.

The constraint isn't any single page. It's keeping every market, every store and every third-party tool behaving consistently together — a Flex theme whose vendor support narrows the moment you go past the customiser, translations that can break on a theme update, and tracking that has to behave the same across every regional store without one change quietly corrupting another's data. This is integration work in the truest sense: the value is the join, not a screen.

Treat the whole estate as one system.

The engagement has run as ongoing senior Shopify operating support since mid-2024, not a single fixed-scope project — and the discipline that holds it together is treating the estate as one system rather than a queue of unrelated tickets. The shaping call that runs underneath everything: when a theme and a platform don't fit, the right answer is usually a small, well-scoped custom integration that replaces a fragile workaround, not a heavier rebuild.

It also means naming the platform's lines up front — that Shopify Plus is required for deeper checkout customisation, that Shopify Markets plan limits shape how many markets you can structure, that Shopify Bundles covers simple bundles while richer same-PDP presentation needs custom work. Naming those limits is part of the job; it's what stops a roadmap quietly assuming something the plan can't do.

A safer foundation, then B2B carefully.

First, the theme code went under control: separate GitHub-connected repositories for the regional themes, so every change to a live store had history and a clean rollback path rather than being edited in place. Klaviyo got a branded sending-domain setup, and where the Flex theme couldn't carry Klaviyo's built-in back-in-stock creatives cleanly, we built a custom back-in-stock integration against Klaviyo's developer API plus frontend theme work — which then let an earlier paid restock app be removed.

When a theme update affected the Langify translations, we owned the recovery and worked back through the affected languages — and the durable lesson, now part of how we plan this estate, is that theme updates for a translated multi-market store need translation, header, currency-selector, product-form, cart and app-widget checks built into the release, not bolted on after something breaks.

As the B2B business grew it needed its own identity, and the proportionate path was clear: a dedicated, separated B2B storefront on its own domain, initially presentation-and-contact only, so the channel could stand on its own before it carried commerce — not a heavier Plus B2B build it didn't yet need. As it matured it moved toward prices, cart, checkout, currencies, VAT wording, a footer signup embed, contact-form confirmation and bundle behaviour — with the BSS B2B app doing the heavy lifting and us merging, debugging and review-gating its changes in a copy theme, because third-party B2B app code can throw cart errors if it lands unchecked.

Kept coherent as the business changed.

Running underneath all of it is the tracking and regional-operations work that keeps the estate honest: staged Meta pixel and ad-account separation across the EU, UK, Canada and B2B properties — staged precisely so historical tracking data isn't lost to a blind reinstall — plus the steady stream of multi-store reality, from a Scotland shopper routed through the EU store to currency- and market-selector clean-up, customer-facing market labels, shipping-policy wording, payment-method clarity across providers, and a tidier Gorgias help-centre embed on the B2B store.

An estate that fragments by default has been kept coherent and operable, and the integration work most at risk of going wrong on a setup like this — custom back-in-stock, localisation recovery, tracking separation, B2B commerce enablement — has been handled inside change discipline: theme history, copy-theme testing, merge review and staged rollouts. This is a capability story, told honestly: there is no normalised analytics or finance dataset behind it, so we publish no commercial figures. The proof that belongs here is the breadth, the judgement and the reliability of the multi-market work itself — and the restraint to say exactly that.