Seafolly

A complete Salesforce Commerce Cloud to Shopify Plus migration delivering double-digit growth

Shopify Migration,
Solution Architecture,
Design Systems,
UX/UI Design,
International eCommerce Strategy

Two people by a white off-road vehicle on a sandy beach with ocean in the background

Website

au.seafolly.com

Seafolly, the iconic Australian swimwear brand, had outgrown its commerce infrastructure. Salesforce Commerce Cloud had become a bottleneck: expensive, slow to change, and preventing the marketing and eCommerce teams from capitalising on opportunities.

Having recently acquired Jets, a contemporary swim and resort wear brand with its own distinct identity, Seafolly needed a platform that could match their growth ambitions and support two brands without duplicating technical effort. In 2022, Shopify Plus was continuing to gain traction with large-scale brands as a credible alternative to traditional ‘enterprise platforms’, particularly for businesses seeking agility over complexity. Seafolly was ready to make the leap.

As a Shopify-specialist agency, The Working Party partnered with the global retailer to architect a complete platform transformation — one that would replace an entire enterprise commerce stack, unlock the flexibility their teams had been missing, and enable both brands to thrive from a shared, sophisticated design foundation.

Screenshot of the Seafolly desktop homepage.

Woman in a black bikini holding a large blue balloon against a clear sky with water and trees in the background.

Replacing an entire Salesforce Commerce Cloud ecosystem

The migration wasn't a simple platform swap—it was a strategic rebuild of Seafolly's entire commerce technology stack. Every component of their Salesforce infrastructure needed replacing with a solution that prioritised flexibility, speed, and marketing control.

Complete platform replacement

Salesforce Commerce Cloud → Shopify Plus
Marketing Cloud → Klaviyo
Einstein → SearchSpring
Service Cloud → Gorgias
Plus: Swim (wishlists), Analyzify (analytics), OneTrust (privacy compliance), Apparel21 (operations integration)

The architecture extended beyond the core platform to support Seafolly's international ambitions. Separate Shopify instances were deployed across regions with country selector functionality, enabling customers to navigate seamlessly between markets. OneTrust integration ensured privacy compliance across varying international regulatory requirements – important for a brand operating globally. The transformation fundamentally changed how Seafolly's teams worked. Marketing could launch campaigns and update content without waiting weeks for development resources. eCommerce teams could test, optimise, and respond to customer behaviour in real-time.

Within the first year, the business achieved 10% year-on-year growth in global revenue, validation that the migration had unlocked the operational agility they needed to compete.

Screenshots of the Seafolly mobile website

One codebase, two distinct brand identities

Supporting two brands from a single eCommerce platform required more than technical execution, it demanded a design system sophisticated enough to maintain distinct brand identities whilst sharing one codebase.

The Working Party's approach centred on developing a unified UX architecture: a structural blueprint that would accommodate the features both businesses required without locking them into brand-specific implementations. The project began with extensive discovery and comprehensive wireframing, creating clickable prototypes that mapped the entire eCommerce experience. This architecture provided the foundation for both brands to express themselves individually whilst benefiting from shared technical infrastructure. The visual layer came to life through close collaboration between The Working Party's design lead and Seafolly's in-house visual team, applying each brand's identity to the shared design system.

The result: two distinct shopfront experiences powered by one technical foundation. Built in Shopify 2.0, improvements and optimisations benefited both brands simultaneously. No duplicated effort, no diverging codebases. The flexibility this unlocked was immediately visible: subscriber list growth jumped 14% as the marketing team finally had the tools to create and showcase the compelling content their brands demanded.

Blue bikini set with white straps on a blue surface

Commercial performance and customer engagement growth

The platform transformation delivered measurable impact across every key metric.

Average order value increased 20%, evidence that improved user experience and product discovery were driving customers to purchase more per transaction. Return customer rate climbed 8%, suggesting the enhanced experience was building stronger loyalty and encouraging customers back. The 14% subscriber list growth reflected marketing's ability to capture attention and interest with creative content that the previous platform had made difficult or impossible to execute. The 10% year-on-year increase in global revenue tied it all together: international expansion was now supported by flexible, scalable infrastructure that could respond to market opportunities as they emerged.

What had once required expensive development sprints and lengthy timelines could now be executed by the marketing and eCommerce teams themselves. The migration replaced constraint with capability, transforming how Seafolly operated and competed in a fast-moving market.