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.
Madrid
Shopify Plus & Headless Commerce in Madrid
Plus builds for Madrid brands running wholesale and direct off one catalogue while selling into the EU and, sometimes, across the Atlantic.
Delivered remotely for brands across Madrid and Spain.
Scale · Madrid
Why Madrid brands come to us for this
- B2B company profiles and price lists replacing a separate wholesale portal for club, restaurant and retail accounts
- Shopify Markets configured as a Spanish domestic market, an OSS-governed EU market and export markets priced duty-paid
- Shopify Functions for weight-banded freight, case packs and trade minimums instead of a flat rate that loses on heavy orders
- Checkout extensions carrying delivery-window, gifting and Reyes messaging without touching legacy checkout code
- ERP and 3PL integration for producers whose stock lives in the A-2 logistics corridor rather than behind the shop
The Madrid brands that genuinely need Plus tend to share a shape: they started as a supplier. A producer feeding restaurants through the Mercamadrid trade, a footwear maker with a wholesale book across Spain and Italy, a padel brand selling to clubs and to players at the same time. Direct-to-consumer got bolted on, and now there are two price lists, two stock views and a wholesale portal nobody maintains. B2B on Shopify collapses that into one catalogue with company profiles, per-company price lists, payment terms and quantity rules, which is usually the single highest-value thing Plus does for a brand here.
The second is Markets. A Madrid brand has two expansion directions that behave nothing alike. Northward into the EU means per-country VAT under OSS, language variants, and a withdrawal right that has to be honoured consistently. Westward into Latin America means no language barrier and a serious logistics and duties problem instead. Both can run from one admin, but they need to be configured as genuinely different markets with their own pricing, currency, payment methods and delivery promise rather than one international catch-all.
Then Functions, which is where the physical categories earn their keep. Olive oil, ceramics and home textiles are heavy or fragile, and flat shipping rates quietly lose money on exactly the orders you most wanted. Weight- and volume-banded delivery logic, minimum-order rules for trade accounts, case-pack enforcement and volume discount tiers all belong in Functions running server-side rather than in three stacked apps arguing with each other at checkout.
Local context
Two expansion routes that need two market configurations
The reason a Madrid Plus build is not a Milan or Amsterdam Plus build is that Spanish is the second most spoken native language on the planet, and that tempts brands into treating Latin America as an easy extension of the domestic market. It is not. The content overlaps and almost nothing else does: Mexican and Colombian Spanish diverge from peninsular Spanish in exactly the vocabulary commerce depends on, sizing conventions differ, delivery is measured in weeks rather than days, and duty-paid pricing has to be right or the parcel gets refused at the door. We build the EU market as an OSS-governed, short-delivery, withdrawal-right market and the Latin American markets as export markets with their own currency presentment, landed-cost display and payment method set — separate market configurations, one catalogue, one inventory, one admin. Where a market fails the honesty test on logistics, we say so and recommend a distributor or a marketplace instead of building a storefront that will disappoint.
Scope
What Plus & Headless includes
The same standard of work we run for every client — applied to a Madrid 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 Madrid store
We do not work off a rate card. Every Madrid 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 Madrid — your questions
Yes — payment terms are a native part of B2B on Shopify, set per company, so a restaurant group or a club chain can order against terms while a consumer pays at checkout. What needs care is the accounting handoff: your invoicing has to produce compliant, sequentially numbered documents and your gestoría or ERP has to receive them cleanly. We build the order and company data so that handoff is automated rather than someone re-keying invoices every month.
Usually not, and we will tell you before you spend the money. A headless storefront earns its cost when there is a real content or performance case a Liquid theme cannot meet — a very large multi-market catalogue, a heavy editorial layer, or an app-like experience. For most Madrid brands in the range we work with, the same budget spent on merchandising, market configuration and CRO returns more. When the case is genuine we build Hydrogen on Oxygen with full SEO and hreflang parity, and we say plainly when it is not.
With market-specific price lists rather than pure currency conversion. Automatic conversion at spot rate exposes you to a currency move and produces prices that look arbitrary to a local buyer. We set per-market pricing with your own rounding rules, factor duties and delivery into the presented price where you are selling duty-paid, and revisit the price list on a schedule rather than letting an exchange rate quietly decide your margin.
No. Shopify Markets runs multiple countries, currencies and languages on standard Shopify, and plenty of Madrid brands sell across the EU without Plus. What Plus adds is checkout extensibility, native B2B, Functions and higher API limits — so the question is whether wholesale, custom checkout logic or complex discount rules are on your roadmap. If they are not, we would rather you stayed where you are and spent the difference on the store.
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 Madrid 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.