We have been selling our product Quad Lock (iPhone mounting system) since 2012 by running a single Shopify store and selling globally in USD. This was fine for the first couple of years but as we grew we started selling through retail and with the fluctuations in currencies we had no option but to setup in multiple currencies to keep pricing consistent within our core markets.
After much consideration we decided to split our stores into region based stand alone stores selling in localised currencies with a smart IP redirect between all stores pushing the visitors to their region specific store. This was important because we knew our original .com store’s organic SEO was fairly strong worldwide and it could be years before the new localised stores outrank the .com in their intended regions. This would mean that many customers will still find the original .com store first and need to be pushed between stores to their correct regions site.
We also had the added complication where many of our visitors don’t enter the site through the homepage, but instead land on specific product pages. For this reason our IP redirect sends the visitors to the same page within their region specific sites rather than diverting them back to the homepage and then relying on the visitor to navigate back to the desired product page.
Localised Quad Lock Shopify Stores
Quad Lock America/International (USD) – www.quadlockcase.com – original store
Quad Lock Australia/New Zealand (AUD) – www.quadlockcase.com.au
Quad Lock United Kingdom (GBP) – www.quadlockcase.co.uk
Quad Lock Europe (EUR) – www.quadlockcase.eu
Quad Lock Canada (CAD) – www.quadlockcase.ca
Quad Lock Japan (JPY) – www.quadlockcase.jp
Splitting the stores gave us the chance to localise the content and create a better experience for the visitor. For example, instead of having a super long shipping information page trying to convey all the information every possible visitor may need we could instead reduce the information by over 50% and only give the visitor the information relevant to them.
In the end we are very happy that we decided to localise the stores and our conversion rates are up across the board! Below I’ll list some of the Pro’s and Con’s to running multiple Shopify stores.
Multiple Shopify Store Pro’s
- ability to localise the stores messaging for the intended visitors i.e. shipping rates (increase conversion)
- standardise pricing within individual regions (happy retailers)
- sell in local currency (increase conversions)
- customers no longer effected by currency fluctuation
- ability to sell different stock within different regions (great for EOL items)
- eventually local stores may rank higher within their intended region
- easy to make existing Stripe and PayPal payment gateways accept multiple currencies
Multiple Shopify Store Con’s
- more stores to manage and keep up to date
- bottomline may be effected by currency fluctuation
- more expensive to run multiple stores (worth checking out Shopify Plus)
- not many apps work well across multiple stores
- currency conversion rates of payment gateways aren’t the best
- duplicating stores isn’t as easy as you’d think
- painful trying to use different copy across multiple sites to dodge duplicate content