Inke
Shopify Plus / B2B / Headless Migration
MUSASHI
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Clare Valley, Australia
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We led a complete migration from Musashi’s legacy platform, including data and catalogue structure, customer accounts, and critical commerce logic. This wasn’t a theme swap; it was a fully custom build tailored to Musashi’s business model, ensuring performance, scalability, and a flexible architecture that could evolve with their product strategy and customer experience roadmap.
A major focus was designing and building a seamless members pricing experience, making it easy for customers to understand the value of membership while removing friction from the sign-up process. Members-only pricing is surfaced clearly across the shopping journey, paired with streamlined sign-up flows that make joining feel effortless; turning membership into a natural step rather than a barrier.
To better reflect how customers engage with Musashi ; through their specific sport and training goals; we built a dynamic sport section that adapts based on a customer’s preferred sport. The result is a customer hub that feels personal, delivering relevant content and product pathways tailored to the individual, improving both discovery and conversion while reinforcing Musashi’s role as a training partner, not just a store.
We store the last athlete a customer viewed, then use that to highlight that athlete’s endorsement directly on the relevant product page; reinforcing trust and helping customers choose faster.
Recent Works
The Collagen Co.
Shopify Plus / Enterprise