Shopify store (Refresh Theme)

Philippines, United States and Australia served from a single storefront using Shopify Markets, with currency and pricing handled at the market level rather than by duplicating the store.

Restrained design appropriate to skincare, where clinical credibility sells better than decoration. Ingredient-led product presentation, generous whitespace, photography given room.

Every market-variable string is configurable through theme settings rather than baked into a template.

This is the decision that determines whether the store is maintainable. A shipping threshold change should be a settings edit by whoever runs the store, not a support request that waits for a developer to be available.

Collections, product pages, cart and checkout working correctly per market, including the details that break silently: address formats, phone formats and tax display.

DECKO runs five separate Shopify storefronts across four countries, and it is the right architecture there. It is the wrong one here.

Five stores is worth the overhead when catalogues genuinely diverge, when languages differ, and when each market has its own merchandising and promotions. DECKO has all three.

A single brand selling the same skincare range into three English-adjacent markets has none of them. Splitting would triple the maintenance to solve a problem that Shopify Markets already solves.

Getting this choice wrong in either direction is expensive. Splitting too early creates permanent overhead. Splitting too late means an emergency migration when one market finally needs its own catalogue.