How SodaStream Scaled Its Global DTC Business with Shopify Plus

In 2018, SodaStream selected BOA Ideas as its technology partner to migrate its ecommerce operations from Magento to Shopify Plus, as part of a broader move to cloud-based systems and an effort to expand direct-to-consumer sales.

Since then, we have built and continue to maintain 20 Shopify Plus sites for SodaStream around the world, on a shared technology foundation that supports global growth while allowing each market to adapt locally.

SodaStream is an Israeli company and global brand for home sparkling-water systems and flavor syrups. Following its acquisition by PepsiCo, the company continued to expand its presence across more than 45 countries.

Its business was traditionally focused primarily on B2B, but in recent years SodaStream has significantly expanded its direct-to-consumer (DTC) channel as part of its global strategy.

As SodaStream's DTC business expanded, it needed infrastructure that could support multiple markets, languages, and systems without turning every site into a separate project.

• Global expansion: Launching and managing ecommerce sites across multiple markets while maintaining a consistent brand experience and local flexibility.
• Global customer support: Creating a centralized system that enables service teams in different countries to manage customers and orders efficiently.
• Fast updates: The ability to roll out changes across all sites without compromising the unique requirements of each market.
• Cloud-based infrastructure: Moving to a platform that reduces the need to manage servers, security, and system updates, while supporting long-term growth.

We built a shared Shopify Plus infrastructure for SodaStream that enables global operations to be managed from one foundation while preserving local flexibility in each market.

• Shared codebase: All 20 sites are built on a central codebase, allowing capabilities to be developed and maintained once and then rolled out across markets.
• 14 languages, including RTL: The infrastructure supports 14 languages and different writing directions while maintaining a consistent brand experience.
• Shopify and Zendesk integration: We developed a custom app that lets service agents view orders and customer details and perform actions such as refunds, cancellations, and changes directly from Zendesk. The system also supports creating orders from Zendesk, multilingual interfaces, and different permission levels for service teams.
• Fast global updates: During SodaStream's 2021 rebrand, for example, the new look was rolled out to 14 sites overnight.

Within a few years, SodaStream's Shopify operation expanded to sites in 15 countries, with more markets still to come.

At the same time, direct-to-consumer sales grew from about 2% of company revenue at the start of the journey to nearly 20% of total revenue.

Our work with SodaStream continues today, including ongoing development, maintenance, and improvement of the sites, while preserving a shared technology foundation and flexibility for each market.