Eveline Cosmetics e-commerce transformation

Migrating to a unified global ecosystem

5 stores, 4 months and one viral moment

When Eveline Cosmetics – a cosmetics giant present in more than 80 countries – came to us, the clock was already ticking. And the need for their new infrastructure was only going to grow.

What happened around Eveline Cosmetics in 2026 clearly showed how important a well-designed e-commerce ecosystem is for a brand's growth.

During one of the biggest charity livestreams, the phrase "Ewelina Kosmetyczna" came up spontaneously and quickly went viral. The sudden surge of interest in the brand translated into huge online traffic and became a real test for the entire online sales ecosystem.

Several months of earlier work had prepared the brand for its next stage of growth and for handling the change smoothly. As a result, Eveline was fully ready to turn this moment into a sales success. Here's how we turned a complex migration into an example of a smoothly executed global e-commerce consolidation.

Starting point: preparing for global expansion

The Eveline team didn't come to us for development alone. They needed a secure future for their platform. Their infrastructure was split across Poland, Germany, Ukraine, the Czech Republic and a pan-European store. There was no central management of prices, content and promotions across markets, and the limitations of the old theme were holding back UX and SEO work. They weren't looking for people to simply follow instructions; they needed business architects.

What would have happened if the project had failed?

A failed migration would have meant severe SEO drops, broken analytics and inconsistent user experiences, which would have stalled their international expansion. The fragmented architecture generated growing costs for multiple subscriptions and integrations, inflating IT spend and delaying the launch of marketing campaigns. What was needed was synergy, lower costs and an architecture capable of handling products with more than 100 variants and dynamic, multi-currency pricing. The overarching goal of the project became centralisation on Shopify Markets as the foundation for rapid scaling into new markets.

The moment analytics became an obstacle

Perfectly smooth migrations are a myth. Our biggest obstacle wasn't frontend design at all. It was data. Eveline's operations relied on a deeply integrated, complex tracking ecosystem. When moving to the latest Shopify Plus architecture, we ran into some difficulties. The advanced Customer Events mechanism in the new environment turned out to be a double-edged sword: it imposed rigid, closed boundaries that drastically limited access to data and blocked standard integrations with third-party tools. Accepting these limitations would have left Eveline with sudden "analytics blindness".

Instead of settling for a compromise, we decided to work around the system's restrictions. We based the Google Tag Manager implementation on unconventional, custom code solutions, combined with a surgically precise GTM configuration. The result? We broke through the platform's imposed boundaries, preserved full analytics continuity and ensured the marketing team didn't lose sight of a single valuable event. From day one, the client's teams could measure campaign performance without having to rebuild a single internal report. The Eveline team faced a major challenge, and we were at the helm alongside them, steering towards better solutions.

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How we designed the solution architecture

Rather than blindly carrying features over from the previous platform one-to-one, we assessed every requirement through the lens of return on investment (ROI). We didn't just write code; we justified strategic decisions.

• A new theme as a conversion lever: We didn't treat the rollout as a purely visual change. We designed a new interface with noticeably improved UX and much clearer product pages to drive sales from day one.
• AI-ready architecture: We implemented new features dedicated to GEO SEO and prepared the platform for LLM-based (Large Language Model) solutions, future-proofing the brand as search engines evolve.
• Custom GWP (Gift with Purchase) in Checkout: We built custom logic based on three spending thresholds directly into Shopify's Checkout Components. Why? Because removing unnecessary clicks from the purchase process, while automating the addition of gifts and premium packaging, directly and strongly drives growth in average order value (AOV).
• A review translation app built from scratch: Standard apps couldn't efficiently handle Eveline's multi-store structure. We built a dedicated app that synchronises and automatically translates reviews across language versions from a single interface, so social proof can scale globally without the client's team spending dozens of hours on manual translation.
• An hour-precise pricing engine: We implemented an import automation module that enables bulk uploading of prices from CSV files, set to go live at specific times. Global e-commerce requires dynamic, highly precise promotional strategies across time zones.

Final stage: global consolidation and measurable results

The initial rollout of all platforms took just four months from the first line of code to production launch. Zero downtime. Zero data loss.

The real milestone of our partnership, however, came in May 2026. After rigorous end-to-end QA testing of the entire purchase process, we successfully completed the global e-commerce consolidation, moving all operations to a single central instance under the evelinecosmetics.com domain.

Our direct business impact:

• Operational synergy and TCO (Total Cost of Ownership) optimisation: Managing multiple European markets from a single, centralised Shopify Plus instance drastically simplified operations (one admin panel, one team, one pricing logic). Thanks to the consolidation of instances, the costs of paid subscriptions and integrations were reduced up to fourfold, and spending on apps alone fell to 75% of its previous level.
• Rapid time-to-market: Thanks to the CSV import automation module, we cut price list update time by around 67%, making the whole process up to three times faster.
• Higher conversion and business stability: The new architecture based on the Blockshop theme, precisely adapted to strict UX wireframes, improved the conversion rate (CR) across all devices, most visibly on mobile. The migration also made it possible to safely maintain and grow average order value (AOV) and overall e-commerce revenue.
• Excellent Core Web Vitals: Thanks to a clean, well-thought-out architecture, we achieved a CLS of 0 and an LCP under 3 seconds on mobile on both stores.
• Team autonomy: The Eveline team is no longer dependent on developers. They now have intuitive tools to manage international content, landing pages and advanced promotional campaigns quickly and independently.

We didn't just migrate a store. Together with the client's team, we eliminated technical debt and built an engine for global sales.

Tech stack and platform architecture

• Shopify Plus: Headless logic adaptation, centralised global instance based on Shopify Markets.
• Architecture: Custom theme based on Blockshop, advanced metafield mapping for dynamic media delivery by ISO codes (e.g. cs, uk).
• Checkout: Shopify Checkout Components (custom GWP logic and dedicated upsell modules).
• Analytics and tracking: Custom Google Tag Manager configuration that works around Shopify Customer Events restrictions, dedicated dataLayer architecture.
• Custom apps: Proprietary review synchronisation and translation app, Judge.me API optimisation, proprietary CSV-based dynamic unit pricing engine.
• Integrations: Logistics integration with Meest, with automatic assignment of pickup points directly to orders.

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