Checkout Extensibility Build
Checkout UI extensions for trust content, delivery choice, gifting and post-purchase upsell. Native, upgrade-safe, and no longer dependent on checkout.liquid.
Dubai, UAE
Shopify Plus & Headless Commerce in Dubai
For Dubai brands running wholesale and retail off one catalogue, and selling into five Gulf currencies from one admin.
Delivered remotely for brands across Dubai and United Arab Emirates.
Scale · Dubai
Why Dubai brands come to us for this
- Native B2B for trading businesses: company accounts, price lists, case packs and payment terms on one catalogue
- Shopify Functions for Gulf-specific rules — COD handling fees, prepayment discounts, emirate-level delivery restrictions
- Markets configured per GCC country with its own currency, pricing and delivery promise, not one blanket international setting
- Checkout UI extensions in Arabic and English carrying delivery choice, gifting and trust content that mirrors correctly
- Invoicing and VAT treatment mapped to your actual licensed entity, free zone or mainland, in one documented layer
A large share of Dubai's product businesses were traders before they were brands. The company existed to move goods through Jebel Ali or Dragon Mart into the Gulf, East Africa and South Asia, and the consumer storefront was added later. That produces a very specific Plus requirement: one catalogue that has to serve a wholesale book with account-level pricing and case packs, and a retail audience buying one abaya or one bottle of oud, without maintaining two stores or two inventories.
Shopify's B2B layer covers most of that natively once it is configured properly — company profiles, per-company price lists, payment terms, quantity rules and a reorder portal your sales team stops emailing spreadsheets about. What it does not do out of the box is the Gulf-specific logic, and that is where Functions earn their place: a fee or margin adjustment applied to cash-on-delivery orders, a discount that only fires on prepayment, delivery methods restricted by emirate or by country, and jewellery pricing that has to move with the metal rate rather than sit in a static field.
Then Markets. Selling from Dubai into Saudi Arabia, Kuwait, Qatar, Oman and Bahrain is not one international setting — each is its own market with its own currency, pricing, delivery promise and language weighting, and Saudi in particular carries product registration and labelling requirements that catch exporters out. We configure market-level catalogues, pricing and domain or subfolder routing with correct hreflang for Arabic and English, so expansion does not mean a fifth Shopify store and a fifth theme to maintain.
Local context
Free zone structure, invoicing and who the customer actually buys from
Whether your licence is mainland or free zone changes who you can sell to domestically and how you invoice, and that is a question for your licensing advisor rather than for us. What it changes on our side is entirely practical and it lands squarely in a Plus build: which legal entity appears on the order confirmation and the tax invoice, whether the 5% UAE VAT applies to a given order and how the invoice presents it, which gateway account the funds settle into, and whether an order shipping out of a free zone warehouse to a domestic customer needs to be routed differently from one going to Riyadh. We build the store around the structure you already have, keep the invoicing logic in one documented place instead of scattered across three apps, and make sure a market change never silently changes which entity is on the paperwork.
Scope
What Plus & Headless includes
The same standard of work we run for every client — applied to a Dubai brand’s realities.
Full service detailShopify Functions
Custom discount, delivery and payment-method logic written as Functions. Volume tiers, bundle pricing and B2B rules run server-side instead of via three stacked apps.
B2B on Shopify
Company profiles, price lists, payment terms, quantity rules and a self-serve reorder portal. Wholesale and DTC on one catalogue, one inventory, one admin.
Shopify Markets & Localisation
Multi-currency, multi-language, market-specific catalogues, domain routing and correct hreflang. Expansion without a store-per-country sprawl.
Headless Hydrogen Storefront
Hydrogen on Oxygen with the Storefront API, edge caching and streaming SSR. We build this only when the performance or content case is real, and we say so when it isn't.
ERP, PIM & 3PL Integration
NetSuite, Business Central, Akeneo or a 3PL wired in through a documented middleware layer with retry logic, error alerting and a reconciliation report.
Scoped and quoted for your Dubai store
We do not work off a rate card. Every Dubai engagement starts with a fixed statement of work — named deliverables, named dates, one number — written after we have looked at your store, not before. If a smaller first step would serve you better, we will say so.
Get this scopedHow it runs
From kickoff to results
Technical Discovery
We map your systems, order flows and edge cases end to end, then document where data breaks today. Output is an architecture diagram you can hand to any engineer.
Solution Design
Native-versus-custom decision for every requirement, with cost and maintenance load attached. Plenty of requests get answered with a $0 native setting.
Build in Sprints
Two-week sprints in a dev store with a staged demo at the end of each. You see working software every fortnight, not a status deck.
Load & Failure Testing
Peak-traffic simulation, payment-failure paths, partial-sync recovery and a rollback plan. We break it in staging so BFCM doesn't break it live.
Launch & Enablement
Phased rollout, monitoring dashboards and training for ops and finance. Every custom component ships with a README and a named owner.
Proof
Plus & Headless results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Supplements (Subscription DTC)
~$4.2M/yr, 60% subscription revenue, 22 SKUs, US · Shopify Plus (Recharge, Klaviyo)
Monthly subscription churn hit 9.4% and the cancel flow was a single button on a hosted page nobody had touched in three years. Support processed 340 subscription changes a month by hand because customers could not do it themselves. The named constraint: no forced logins. The brand refused to gate account access behind a password reset, which ruled out every off-the-shelf portal.
9.4% → 6.1%monthly subscription churnheld for five consecutive months, not a single-month dip
+34%12-month customer LTV$187 to $251 on the subscriber cohort
19% → 38%of revenue from email + SMScategory benchmark for a healthy program is 25-40%
-71%subscription support tickets340/mo to 98/mo after the self-serve portal launched
Home Goods & Furniture
~$11M/yr, 2,300 SKUs, configurable upholstery, US · Shopify Plus + Hydrogen storefront (Oxygen)
Fabric, leg and size options turned 2,300 SKUs into more than 40,000 variant permutations, and the Liquid theme rendered a configurable PDP in 6.9 seconds on mobile. Collection filtering ran client-side, so 40% of shoppers left before the first product painted. The named constraint: the ERP stayed. It was the single source of truth for stock and lead times and was not up for replacement.
6.9s → 1.4smobile LCP75th-percentile field data on configurable PDPs
+64%CVR on configurable products0.44% to 0.72%. Sitewide conversion rate rose 23%
+52%organic sessionsserver-rendered facets made 1,900 filter combinations indexable for the first time
+$2.4Mincremental annualized revenuemonth-8 run rate vs. the pre-build baseline
In their words
Clients on this work
Reorder time 20 min → 3 min
“We sell wholesale into about 400 accounts and were still taking reorders by email like it was 2009. They built the B2B catalog on Shopify with net-30 terms and per-account price lists, and moved our whole rep team onto it in one week. Average reorder went from roughly 20 minutes of back-and-forth to under three.”
Director of WholesaleFood & beverage brand, ~$22M/yr · Dallas, TX
Verified client, 2025LCP 4.1s → 1.3s
“A Hydrogen build plus a NetSuite sync that our own team had failed at twice. Inventory finally matches between the warehouse and the storefront, which sounds boring and is the most valuable thing anyone has done for us this year. LCP went from 4.1s to 1.3s. The honest part: the first six weeks felt slow and I genuinely wasn't sure we'd picked right — it only clicked once we moved to a standing Thursday call with the engineers instead of account-manager summaries.”
CTOJewelry brand, ~$18M/yr · New York, NY
Verified client, 2026FAQ
Plus & Headless in Dubai — your questions
Rarely. Shopify's B2B on Plus gives each trade account its own price list, terms and quantity rules while sharing the catalogue and inventory with your retail storefront. The cases that genuinely need separation are a distinct brand identity or a catalogue your retail customers must never see. Everything else is a permissions and price-list problem, and one store is far cheaper to run.
Yes, and this is one of the clearest arguments for Functions on a UAE store. You can apply a handling fee to COD, or invert it and discount prepayment, and you can restrict COD by order value, by emirate or by market. Writing it as a Function keeps the rule server-side and consistent across checkout, rather than depending on an app that only applies it sometimes.
It can, through a scheduled price update against your rate source with a documented margin formula, or a Function that adjusts at checkout within defined bounds. The engineering is straightforward; the discipline is not. You need a single source of truth for the rate, an audit trail of what changed and when, and a floor and ceiling so an API outage never publishes a price nobody intended.
Usually not, and the bilingual requirement is often an argument against it. A well-built Liquid theme handles Arabic mirroring, Markets routing and multi-currency with Shopify's own infrastructure doing the work, and you inherit their checkout localisation for free. Headless earns its place when you need a custom front-end framework or a heavy CMS layer — and then you own the right-to-left rendering problem yourself, at every component.
Usually not. A well-built Liquid theme hits sub-2s LCP and costs a fraction to run. Headless earns its keep when you need a custom front-end framework, a heavy CMS-driven content layer, or interactive product configuration Liquid cannot serve. We will talk you out of it if the numbers don't hold.
No. Shopify has retired it in favour of checkout extensibility, and anything still running on it is on borrowed time. We migrate custom checkout logic into checkout UI extensions and Functions, which survive platform upgrades instead of blocking them.
For most mid-market brands, yes. Company accounts, per-company price lists, net payment terms and quantity rules cover the majority of wholesale workflows natively. Where it falls short is complex quoting and contract pricing, which we handle with Functions or a light custom app.
Next step
Plus & Headless for your Dubai brand.
Thirty minutes with the strategist who would actually run your account. We screen-share your store, read your data live, and tell you the three highest-value things we can see from the outside.
Shopify or Shopify Plus stores doing $150k/mo or moreFounder, CEO or eCommerce lead on the callNo deck and no pitch — we open your store instead
Prefer to write it out? [email protected] gets a real reply the same business day, Mon-Fri, 9am-6pm MT.