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.
Sydney, NSW
Shopify Plus & Headless Commerce in Sydney
Plus-tier engineering for Sydney brands running wholesale alongside DTC, or opening a US and UK market on the same store.
Delivered remotely for brands across Sydney and Australia.
Scale · Sydney
Why Sydney brands come to us for this
- Native B2B for gift-fair and stockist wholesale: company accounts, price lists, payment terms, self-serve reordering on one catalogue
- Shipping and discount logic written as Shopify Functions — zone-stepped freight, bulky-item exclusions, threshold rules that hold at peak
- Shopify Markets configured so AUD prices show GST-inclusive while export orders are treated correctly, with USD and GBP rounding set on purpose
- Duties and landed cost handled at checkout for US and UK orders, rather than arriving as a carrier invoice at the customer's door
- 3PL and inventory locations wired to reflect western Sydney fulfilment reality, with reconciliation reporting instead of a nightly CSV
Sydney brands tend to hit the ceiling of a standard Shopify setup in one of two ways, and both are structural rather than cosmetic. The first is wholesale. A homewares or food label that writes serious order volume at Reed Gift Fairs and Life Instyle ends up running stockists through emailed price lists, a discount code and a spreadsheet of payment terms. Native B2B on Plus replaces that with company profiles, per-account price lists, quantity rules and a self-serve reorder portal on the same catalogue and the same inventory the DTC store uses.
The second is geography, in both directions. Domestically, freight logic is the thing that standard Shopify shipping profiles cannot fully express: free shipping that applies to metro postcodes but steps by weight into regional NSW, WA and the NT; bulky items excluded from the threshold; a delivery option set that changes by zone. Shopify Functions let those rules run server-side instead of through three stacked apps that disagree with each other at peak. Internationally, Shopify Markets is what turns one store into an AUD, USD and GBP business without three themes to maintain.
Headless comes up often here and earns its keep rarely. A Liquid theme built properly is fast enough for almost every Sydney catalogue, and the running cost of Hydrogen is real. Where we do build it is when there is a genuine reason — a heavy editorial layer, a product configurator, a front-end team that already exists — and we will say plainly when the case does not hold rather than sell a rebuild you will resent in a year.
Local context
Wholesale and export are the same platform decision
The pattern we see in Sydney is a brand deciding two things in the same year: to take stockists seriously after a February gift fair, and to open a US or UK market because the domestic ceiling of 27 million people is visible from where they are standing. Those look like separate projects and they are not — both are catalogue, pricing and inventory architecture, and doing them one at a time usually means rebuilding the first when the second lands. We scope them together: B2B price lists and DTC market pricing designed as one pricing model, inventory locations that reflect where the stock actually sits, which for most Sydney brands is a 3PL in the west rather than the inner-city showroom, and a Markets configuration that keeps AUD pricing GST-inclusive while export orders are handled as GST-free. Duties on US-bound parcels are no longer something you can leave to the customer to discover, so landed cost goes at checkout from day one.
Scope
What Plus & Headless includes
The same standard of work we run for every client — applied to a Sydney 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 Sydney store
We do not work off a rate card. Every Sydney 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 Sydney — your questions
That is close to the ideal case for native B2B. The show generates accounts and opening orders; the platform's job is everything after — reorders without a phone call, per-stockist pricing, minimum quantities and payment terms enforced by the system rather than by whoever answers the email. We usually build it in the window between the February and September Sydney shows so the second show runs on it.
Yes, and on Plus it can be expressed properly rather than approximated. Delivery customisation Functions let you vary rates, thresholds and available methods by zone, weight and product type, so a bulky outdoor item can be excluded from a threshold that still applies to a cushion cover. The commercial work is choosing the numbers — that comes from your real blended freight cost by zone, not from what a competitor advertises.
Almost never. Shopify Markets runs USD pricing, a US-specific catalogue, its own domain or subfolder and correct hreflang from the same admin. A separate store means duplicated products, drifting inventory and two themes to maintain, which is a cost you pay every week. The genuinely hard part is not the configuration — it is deciding whether you can service US customer enquiries and returns before you start acquiring them.
Two-week sprints with a staged demo left in the dev store at the end of each, plus a written walkthrough, so you review on your morning rather than waiting for a call. We hold one live session per sprint, early in your day, and keep it for decisions that genuinely need discussion. Everything else runs as written questions batched once a day, which is why our specs are longer than they would be for a client three hours away.
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 Sydney 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.