Insight

Boråstapeter had built its digital commerce operation on Litium, a platform that had reached the limits of what it could deliver for a brand of this scale and complexity. The architecture had accumulated significant technical debt: routine changes to the storefront required external developer involvement, every customisation added to a codebase that was increasingly difficult to maintain, and platform fees, surrounding system licences, and ongoing developer dependency had created a total cost of ownership that could not be justified against the commercial outcomes it enabled. Tasks that the internal team needed to perform independently, from merchandising and content updates to campaign execution, consistently required outside help.

The B2B operation added a further layer of difficulty. Managing 2,300 B2B companies across 22 markets, each with market-specific catalogs and price lists, had grown into an operational burden the platform was not designed to absorb at this scale. The existing integration between the storefront and the Jeeves ERP system functioned, but had been built around the constraints of the Litium platform and offered limited flexibility to extend or adapt as business requirements evolved.

The wallpaper configurator, which allowed customers to select custom dimensions and position a print for cutting, had been built on the previous platform but carried known UX and interface shortcomings the team had not been able to address within the constraints of the existing codebase.

Idea

The project began with a full e-commerce discovery, the first of six defined phases that structured the engagement from pre-study through to ongoing management. Iggy Agency worked through the business from the ground up: customer service workflows, print-on-demand operations, B2B processes, ERP data flows, and the specific pain points that had accumulated on the Litium platform. Two architecture questions were resolved during this phase before any build work started.

The first was whether to build headless. Shopify's Hydrogen framework was evaluated as an option but ruled out. A headless architecture would have reproduced exactly the high total cost of ownership, ongoing maintenance burden, and developer dependency that the Litium setup had already created, placing it in direct conflict with the project's target outcomes. A premium theme with Shopify's extensibility layer was the correct choice for this merchant's requirements.

The second was how to structure B2B and DTC. A dedicated B2B store, separate from the DTC storefront, was considered and rejected. Running two stores would have split operational attention, duplicated administrative overhead, and added complexity without commercial justification. A blended store, with both B2B and DTC operating under a single Shopify Plus admin, was the architecture that matched the operational model Boråstapeter needed.

The migration was executed through an API bridge between Litium and Shopify across a structured migration phase. All relevant data was mapped and transferred, including customer records, company accounts, price lists, URLs with 301 redirects, and language translations across eight locales. A two-round data validation process confirmed integrity before go-live. The full project ran seven months from discovery to launch.

The data architecture was built entirely on Shopify's native data model. With 108 metafield definitions and 128 metaobject definitions, totalling 236 custom data structures, the product catalog, editorial content, and merchandising logic live natively in Shopify. This eliminated the dependency on a separate Product Information Management (PIM) system and reduced the number of external tools the team needs to operate. Content management, from product data to blog articles across 14 editorial channels, is handled within a single admin environment.

B2B operations are structured using Shopify's native company, location, and catalog hierarchy. The 2,300 B2B companies are each assigned market-specific catalogs and price lists, with over 250 individual B2B catalogs managed natively without middleware layers or custom database logic. Customer account UI extensions surface B2B-specific views including batch inventory levels and quick-order forms directly in the storefront.

The ERP integration presented the most significant architectural decision on the project. Jeeves was retained as the system of record, and data flows were built inbound to Shopify rather than replacing the ERP. Because Shopify Flow alone could not cover the required automation complexity, a custom app was built through Iggy Labs, functioning as an automation library. The automations trigger on incoming metafield values from the ERP, translating and mapping these into Shopify-specific states that govern outcomes spanning checkout behaviour, online payment availability for B2B customers, and credit-based permission logic. This approach kept the ERP authoritative while making Shopify the operational layer the team works in daily.

The storefront was built on a premium Shopify theme, extended through Shopify's native extensibility layer. The theme covers multiple templates across products, collections, pages, and blogs, each connected to the metaobject-driven content model in Shopify Admin to work with content at scale. Because no code was forked, the store inherits platform performance improvements on each Shopify release without requiring manual remediation.

The 22 Shopify Markets each control localisation independently, including currency, domain, language, and shipping rates. Each market can additionally be configured with its own storefront experience in the theme editor, enabling Boråstapeter to tailor the catalog and purchase experience per market. The United States market, for example, is configured to sell samples only. This structure supports 73 countries from which customers can purchase, without requiring separate stores or duplicated operational management.

Checkout Extensibility and Shopify Functions power the checkout customisations, including a complete end-to-end dropshipping flow for B2B customers that allows B2B buyers to purchase products and route delivery directly to their end consumer with automated email sequences to the recipient. Separate automations adjust the checkout experience based on customer credit standing and account permissions.

The wallpaper configurator was rebuilt from the ground up through Iggy Labs, designed mobile-first. The previous version used fixed dropdown dimensions. The new configurator accepts free-form measurements and lets the customer visually position their crop against the full print. The app generates the X and Y coordinates from that selection, passing them natively onto the order record alongside the dimensional data, from where the complete specification is pushed into Jeeves and onward to the production facility. A roll calculator, accessible both on product pages and as a standalone landing page, helps customers determine the correct quantity based on their wall dimensions.

Translations across eight languages are handled through a Shopify-native translation app built in Polaris UI, configured with a real-time OpenAI integration and a purpose-trained prompt. Machine translations pass through a human quality assurance and proofreading step before publication, keeping multilingual content current without creating a separate localisation workflow or adding external tooling to the stack.

Enterprise-grade tracking was implemented using server-side event collection via Google Tag Manager (GTM) and Elevar, segmented across B2B and DTC operations and across individual markets. The resulting data layer captures currency, market, and customer-segment context at the event level, feeding a clean attribution model into the business intelligence reporting environment.

The store is configured for full compliance with Web Content Accessibility Guidelines (WCAG), Google PageSpeed Insights technical standards, and technical search engine optimisation requirements. An international consent and cookie banner is deployed across all markets.

Impact

Boråstapeter now operates its full DTC and B2B commerce on a single Shopify Plus store, covering 22 markets, six currencies, and eight languages under one administrative view. The seven-month delivery, structured across six defined phases from discovery to go-live, moved one of Sweden's most complex wallpaper operations from a fragmented legacy platform to a unified, native-first architecture without disruption to ongoing trading.

The total cost of ownership has been reduced across multiple categories. Platform fees, surrounding system licences, and the developer dependency required to maintain the Litium setup have all decreased. The primary driver is architectural: 236 custom data structures built natively in Shopify replace what previously required a combination of external tooling and bespoke development to maintain. Fewer systems means fewer contracts, fewer failure points, and less ongoing cost to keep the platform operational.

The internal team now operates independently across the tasks that previously required external developer involvement. Merchandising, product data management, order handling, and campaign execution are handled directly in the Shopify admin. Campaigns are controlled via the ERP at price list and market level without requiring manual storefront intervention. Translations across eight languages are produced through the native translation app and OpenAI integration and reviewed internally, removing a category of work that previously sat outside the team's direct control.

The store scores above 95 across performance, accessibility, SEO, and best practices on Google PageSpeed Insights. These scores are sustained by the native-first build approach: because the theme relies on Shopify's extensibility layer rather than a forked codebase, the store inherits platform performance improvements on each Shopify release without requiring manual remediation.

The B2B operation at scale is handled natively. Over 250 individual B2B catalogs, each assigned to specific companies across 22 markets, are managed within Shopify's built-in company hierarchy. The custom automation library handles the ERP-driven logic that Shopify Flow alone could not cover, governing checkout state, payment availability, and customer permissions based on live data from Jeeves. The end-to-end dropshipping flow for B2B customers runs without manual intervention.

The tracking and attribution setup provides segment-level visibility across B2B and DTC, broken down by market, currency, and customer type. The business intelligence reports now reflect the full commercial picture with the granularity needed to make market-level decisions.

Boråstapeter is the latest brand within Embellence Group to complete migration to Shopify Plus through Iggy Agency, continuing a group-wide programme to consolidate the technology stack across portfolio brands.

[KUNDCITAT från Levin/Kajsa— att läggas till när tillgängligt]

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