Morphe - Shopify Plus Multi-Region Replatform

Modernize Morphe’s Shopify Plus storefront and establish a scalable multi-region foundation that could support continued growth across the US, UK, and EU.

The project focused on creating a more modular Shopify 2.0 architecture, improving storefront performance and accessibility, strengthening engineering standards, and giving regional storefronts flexibility within a shared codebase.  

Morphe needed a more scalable storefront architecture to support multiple regional markets, a refreshed brand experience, and continued ecommerce growth.

The existing setup required stronger component reusability, clearer engineering patterns, improved accessibility and performance, and a better way to support regional differences without maintaining completely separate storefront architectures.

As part of my work at Vaan, I helped deliver Morphe’s Shopify Plus replatform, contributing to the Shopify 2.0 architecture and leading frontend implementation.

We built a scalable multi-region foundation for the US, UK, and EU with reusable components, improved accessibility, stronger engineering standards, and better long-term maintainability.

• Co-defined the Shopify 2.0 theme architecture, creating a modular and maintainable foundation for long-term growth.

• Led frontend implementation across collaborating engineers and helped establish shared architectural and code-quality standards.

• Built and maintained a unified multi-region codebase supporting US, UK, and EU storefronts with regional flexibility.

• Improved storefront performance, extensibility, and accessibility, including WCAG-focused work in collaboration with Allyant.

• Helped translate Morphe’s refreshed brand direction into a flexible storefront with improved navigation, merchandising, and customer experience.

Following launch, the new Shopify Plus experience delivered measurable improvements across key ecommerce metrics:

+24% Revenue Per Visitor
+18% conversion rate
+15% add-to-cart rate

Beyond the immediate commercial impact, the project established a more scalable multi-region Shopify architecture supporting the US, UK, and EU from a shared technical foundation.