Case study · Shopify Plus · DTC

Goom: three markets, two languages, one Shopify Plus store.

Goom is a fast-growing Israeli premium DTC brand selling internationally. We rebuilt its Shopify Plus store with Hebrew and English localization, multi-currency, a custom subscription flow and a headless-ready architecture.

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Mobile CR
+58%
Regions
3
PageSpeed
95+

Live storefront · scrolling top to bottom

01 / PROJECT DETAILS

The project at a glance.

Goom trades in Hebrew and English across Israel, Europe and the US.

goom.co.il (opens in a new tab)
Client
Goom
Industry
Premium DTC
Region
Israel · International
Platform
Shopify Plus
Engagement
12 weeks build · Ongoing retainer
Timeline
2024–2026

What we delivered

  • Shopify Plus rebuild
  • Hebrew/English RTL
  • Shopify Markets
  • Recharge subscriptions
  • Checkout extension

02 / THE PROBLEM

A generic theme that broke in Hebrew and stopped at the border.

Goom was running on a generic Shopify theme with broken Hebrew RTL support, no multi-currency, and a subscription flow that lost 70% of customers at checkout. They needed a Plus build that could handle three regions with localized everything, without sacrificing their premium brand feel.

Broken Hebrew RTL

The generic theme did not handle right-to-left layout properly, in the brand's home market.

No multi-currency

Shoppers outside Israel could not see or pay prices in their own currency.

Subscriptions lost at checkout

The subscription flow lost 70% of customers at checkout.

Three regions, localized everything

Israel, Europe and the US each needed their own language, currency, tax and shipping.

03 / THE SOLUTION

A headless-ready Plus theme, localized for every region.

We architected the Plus build as a headless-ready theme from day one, with RTL-aware components, Shopify Markets for multi-region, a custom Recharge integration for subscriptions, and a checkout extension for region-specific upsells.

  • RTL-aware components

    Right-to-left layout is built into each component, so Hebrew and English share one theme.

  • Shopify Markets for three regions

    Language, currency, tax and shipping are localized per market from a single store.

  • Custom Recharge integration

    Subscribers can edit, skip and cancel directly in the customer account.

  • Region-specific checkout upsells

    A checkout extension shows offers that fit the shopper's region.

Desktop and mobile · the same build

04 / STRATEGY

Build for headless without paying for it yet.

Four decisions shaped the build.

  1. 01

    Headless-ready from day one

    The theme was architected so it can go headless later, even though this build did not go fully headless.

  2. 02

    Right-to-left as a first-class layout

    RTL lives in the components themselves, so Hebrew is not a patch on top of an English theme.

  3. 03

    One store, three markets

    Shopify Markets carries the regional differences instead of three separate stores.

  4. 04

    Keep subscribers in their account

    Edit, skip and cancel sit in the customer account, where the old flow was losing people at checkout.

05 / SCREENS

The storefront in motion.

The whole homepage on desktop and on a phone, scrolling top to bottom side by side. Hover to hold it still.

06 / RESULTS

What changed for Goom.

+58%

Mobile conversion

after the redesign

3

Regions

multi-market live

95+

Page speed

on mobile

+72%

Subscription rate

with the custom Recharge flow

In the client's words

The team understood our brand and rebuilt a store that feels premium in every region. The Hebrew RTL alone — done correctly for the first time in our company's history.
FounderGoom · Tel Aviv, Israel

The numbers behind it

+58%
Mobile CR
3
Regions
95+
PageSpeed

07 / PROCESS

How the engagement ran.

The same four stages as every engagement, with the specific work done for Goom at each one. The steps play through in order.

  1. Stage 1

    Audit and scope

    We review the current theme, apps and analytics, then write a fixed-scope SOW with named deliverables and a date.

    What we did for Goom

    • Audited the generic theme: broken RTL, no multi-currency
    • Found the subscription flow losing 70% of customers at checkout
    • Scoped three regions: Israel, Europe and the US

  2. Stage 2

    Design and build

    Work happens in a dev store on a Git-backed workflow. You get a preview link from week one, not a reveal at the end.

    What we did for Goom

    • Built RTL-aware components
    • Set up Shopify Markets for language, currency, tax and shipping
    • Integrated Recharge: edit, skip and cancel in the account

  3. Stage 3

    QA and launch

    Cross-browser and device QA, redirect map, analytics verification, then a launch window agreed with you rather than dropped on you.

    What we did for Goom

    • Added a checkout extension for region-specific upsells
    • Cross-browser and device QA
    • Went live in three markets

  4. Stage 4

    Hypercare

    Fourteen to sixty days of included post-launch support while real traffic finds the edge cases.

    What we did for Goom

    • Moved to an ongoing retainer
    • Mobile conversion up 58%
    • Subscription rate up 72%

08 / THE STOREFRONT

Scroll the whole page.

The full Goom homepage as shoppers see it. Scroll inside the frame to move through it from the offer strip to the footer.

Commerce platform

  • Shopify Plus
  • Shopify Markets
  • Checkout UI Extensions
  • Online Store 2.0

Subscriptions and growth

  • Recharge
  • Klaviyo
  • Yotpo
Goom homepage, full page