As omnichannel retail becomes the default way modern brands operate, choosing the right eCommerce platform is now a core growth decision rather than a purely technical one.
Retailers are expected to offer smooth experiences across online and physical stores, support faster fulfillment options, and stay reliable during peak demand, without letting operational complexity spiral out of control.
Shopify has grown into a leading platform for retailers across segments, from fast-growing mid-market brands to global enterprises generating billions in revenue. While it first took off with small and mid-sized businesses, the evolution of Shopify Plus has made it a credible alternative to legacy enterprise platforms such as Salesforce Commerce Cloud (Demandware), Magento (Adobe Commerce), SAP and VTEX.
In 2025, brands across categories, including beauty, fashion, lifestyle, and specialty retail, continued migrating to Shopify and Shopify Plus. These moves are part of a broader shift away from heavy, high-maintenance commerce stacks toward platforms that emphasize speed, flexibility, and omnichannel readiness.
In this blog, we highlight notable brands that migrated to Shopify in 2025, grouped by revenue tiers and ordered within each tier by brand visibility and SEO strength. We also look at the main reasons behind these migrations and why many leading Shopify retailers increasingly pair Shopify with an Omnichannel Order Management System (OMS).
Leading Retail Brands That Made the Move to Shopify in 2025
The Estée Lauder Companies
The Estée Lauder Companies, a global leader in prestige beauty with a diverse portfolio of iconic brands, focused on creating more agile and consistent digital experiences as beauty shoppers increasingly engaged through digital-first discovery and purchase journeys. Coordinating brand launches, localized content, and seasonal campaigns across regions required tighter operational alignment and faster execution.
By moving to Shopify, Estée Lauder simplified digital operations across brands and sped up regional storefront execution. Supporting a business with $1B+ in annual revenue and a presence across 300 stores, the platform helped teams scale digital initiatives more efficiently while maintaining consistent, high-quality brand experiences globally.
Alpargatas S.A. (Havaianas, Rothy’s)
Alpargatas S.A., the parent company behind globally recognized brands such as Havaianas and Rothy’s, set out to unify and modernize digital commerce across its diverse brand portfolio. Managing multiple brand identities, regions, and customer journeys required a flexible platform that could scale without introducing additional operational overhead.
After adopting Shopify, Alpargatas brought more structure to multi-brand commerce operations and gained additional flexibility. Supporting a global retail presence of 129 stores, the move enabled faster feature rollouts and more efficient execution across international storefronts.
Sea Bags
Sea Bags, a sustainable lifestyle brand known for products made from recycled sails, wanted to support omnichannel growth while keeping digital operations efficient and manageable. Maintaining performance without expanding technical overhead was a priority.
After moving to Shopify, Sea Bags improved site performance and store management workflows. Operating with $20M-$50M in revenue and 38 stores, the platform helped align online and physical retail more effectively.
GameStop
GameStop, a global retailer known for gaming, collectibles, and consumer electronics, set out to modernize its digital commerce experience to meet growing demand for launch-day availability, promotions, and seamless online shopping. Supporting high-traffic product releases, limited-edition drops, and time-sensitive buying moments required a platform that could stay responsive under the peak demand conditions typical in gaming retail.
By adopting Shopify as part of its digital transformation, GameStop strengthened its eCommerce foundation to better handle traffic surges during major launches and promotional events. With annual revenue of approximately $3.7 billion and a retail footprint spanning 31 stores in this operating context, the change delivered more dependable performance and scalability during critical retail moments.
Therabody
Therabody, a wellness technology brand known for its recovery and performance products, focused on strengthening digital performance to support high customer demand and frequent product launches. Reliability during traffic spikes and promotional events was a non-negotiable requirement.
With Shopify, Therabody enhanced site performance and streamlined operations. Supporting a business with $500M-$1B in revenue and 28 stores, the platform enabled smoother launches and a more resilient digital commerce experience aligned with ongoing growth.
KARL LAGERFELD
KARL LAGERFELD, a globally recognized fashion brand known for its modern luxury aesthetic, was looking for greater agility to support frequent merchandising updates, seasonal collections, and global marketing campaigns. Staying in sync with fashion cycles meant relying on a platform that could support rapid digital execution without disruption.
By moving to Shopify, KARL LAGERFELD accelerated storefront updates and sharpened operational efficiency. With annual revenue in the range of $500M–$1B and operations spanning 26 stores, the platform helped maintain consistent digital brand experiences across markets.
Fenwick
Fenwick, a historic British department store known for its premium retail experience, set out to modernize its digital presence while preserving the brand’s distinctive identity. Simplifying commerce operations and improving the online customer journey were central priorities.
By transitioning to Shopify, Fenwick raised site performance and simplified digital workflows. With $500M-$1B in revenue and 8 flagship stores, the platform supported faster iteration while maintaining a refined and consistent brand experience.
The Body Shop
The Body Shop, a globally recognized beauty brand known for its ethical and sustainable values, aimed to simplify commerce operations while keeping pace with evolving omnichannel customer expectations. The brand needed more flexibility to support frequent updates, digital storytelling, and coordinated experiences across online and physical touchpoints.
With Shopify, The Body Shop put in place a more adaptable commerce foundation that supports quicker updates and smoother omnichannel execution. Operating at a global scale with 122 stores, the shift improved coordination across regions and gave teams greater ability to respond to changing customer needs.
Black Diamond Equipment
Black Diamond Equipment, an outdoor performance brand serving climbers, skiers, and adventurers, needed a commerce platform capable of handling high-demand product launches and seasonal traffic spikes. Reliability during peak shopping moments was essential.
By adopting Shopify, the brand improved its ability to absorb peak demand. Supporting $50M-$100M in revenue and 15 stores, the platform delivered a more dependable digital shopping experience during major releases.
The Vermont Flannel
The Vermont Flannel, a heritage apparel brand known for its American-made flannel products, needed a scalable commerce platform that could support growth while keeping daily operations straightforward and reliable.
By adopting Shopify, the brand improved site stability and simplified store operations. With $1M-$2.5M in revenue and 11 stores, teams were freed to focus more on product expansion and customer engagement.
Moose Knuckles
Moose Knuckles, a luxury outerwear brand known for premium craftsmanship and bold design, looked to support global growth while maintaining a consistent brand experience across digital and physical channels. Performance and scalability sat at the core of its commerce strategy.
After migrating to Shopify, Moose Knuckles strengthened site reliability and scalability. With $50M-$100M in revenue and a footprint of 391 stores, the platform supported smoother global digital operations.
Bentley Group
Bentley Group, a retail organization operating multiple lifestyle and specialty brands, aimed to reduce platform complexity and strengthen the reliability of its digital commerce operations. Supporting omnichannel growth required a stronger and more manageable technical foundation.
After moving to Shopify, Bentley Group saw gains in site stability and reduced operational overhead. Operating at $500M-$1B in revenue with 125 stores, the platform laid a scalable foundation for long-term growth.
CLEMENT
CLEMENT, a Canadian retailer focused on family and lifestyle products, aimed to modernize its digital commerce stack to improve reliability and execution speed. Simplifying operations while staying ready for future growth was a key objective.
With Shopify, CLEMENT lowered platform complexity and increased site stability. With $100M–$500M in revenue and 32 stores, the move enabled faster digital execution and better omnichannel support.
Erik’s Bike Shop
Erik’s Bike Shop, a specialty retailer serving cycling and outdoor enthusiasts, wanted to improve coordination between online and in-store operations to deliver a consistent customer experience. Inventory visibility and fulfillment efficiency were central to meeting those expectations.
With Shopify, Erik’s Bike Shop tightened integration across digital and physical channels. Supporting 35 stores and revenue in the $500M–$1B range, the platform enabled smoother omnichannel fulfillment and stronger operational alignment.
Reebok Europe
Reebok Europe, the regional arm of the global athletic footwear and apparel brand, focused on enabling faster digital execution and localized storefront experiences across European markets. Supporting regional flexibility without fragmenting the platform was crucial.
With Shopify, Reebok Europe increased the speed of storefront updates and digital campaign execution. Supporting $10M-$20M in revenue across 49 stores, the platform enabled more responsive regional operations.
Why Brands Are Choosing Shopify and Shopify Plus
Retailers migrating to Shopify and Shopify Plus are reacting to the need for faster execution, simpler operations, and stronger omnichannel capabilities. As expectations around speed, availability, and consistency keep rising, brands are looking for platforms that support growth without adding unnecessary complexity.
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Enterprise-Grade Support and Scale: Shopify Plus combines priority support and platform guidance with the scalability enterprise retailers need to simplify their commerce stack, expand faster, and operate at scale with consistent performance and cost control.
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Chosen for Omnichannel Retail Operations: Omnichannel retailers leverage Shopify for its easy integrations with OMS, inventory, fulfillment solutions, and ERPs such as NetSuite, enabling BOPIS, Ship from Store, and real-time inventory visibility across locations without rebuilding core systems.
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Ease of Use for Business Teams: Intuitive tools reduce reliance on technical resources, allowing merchandising, marketing, and operations teams to move faster.
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Scalable Architecture: Shopify is built to handle growth in traffic, orders, and product catalogs without noticeable performance drops.
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Unified Multichannel Commerce: Shopify supports selling across websites, physical stores, social channels, and marketplaces, helping brands maintain a seamless customer journey.
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Customization Without Lock-In: Brands can shape storefront experiences through APIs and integrations, without maintaining fragile custom stacks.
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High Performance and Reliability: Fast load times and a stable platform help protect conversion rates during peak demand periods.
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Built-In Marketing and SEO Capabilities: Native SEO features and integrations contribute to traffic growth and customer acquisition.
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As retailers continue to modernize their commerce stacks, Shopify’s scalability, flexibility, and operational simplicity have made it a solid foundation for long-term growth. The platform helps teams move faster, reduce technical overhead, and deliver consistent customer experiences as digital and physical channels become more tightly connected.
To support more advanced omnichannel execution, many Shopify retailers, including Steve Madden, gorjana and ADOC, among others, pair Shopify with HotWax Commerce’s Omnichannel Order Management System. With a pre-built integration, HotWax Commerce helps retailers orchestrate inventory, orders and fulfillment across stores and distribution centers, enabling faster rollout of omnichannel capabilities such as Buy Online Pick Up In Store (BOPIS) and Ship from Store.
Together, Shopify and HotWax Commerce provide retailers with a scalable commerce and operations foundation designed for modern omnichannel retail. This combination enables brands to adapt quickly, execute efficiently, and meet evolving customer expectations with confidence.
Contact us to learn how Shopify and HotWax Commerce work together to power omnichannel retail.
