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Allbirds Achieves Ecommerce Success with Localized Features and Online Growth on Magento Commerce

Founded in March 2016, San Francisco-based start-up Allbirds went direct to consumers with the world’s most comfortable shoes. Made with natural materials like merino wool, eucalyptus tree fiber, and sugar cane, this practically designed and environmentally friendly footwear is considered one of the comfiest pairs of shoes on the planet. Taking the world by storm, the company was ready to enter new markets and further expand its footprint across the globe. After opening its first China brick-and-mortar store in Shanghai, the company needed to launch a new online store that would meet the needs of its local customers in the region and stand apart from its competitors. Leveraging the powerful Magento Commerce platform, Allbirds turned to Silk Software to deliver a complete solution that would allow its global brand to fit right into the China ecosystem with localized language, user experience, payment, and logistics support.

UNDER 5 MONTHS

Time it took to launch site

99% REDUCTION

in order error rates

20% INCREASE

in new customers

Our Solution

To successfully expand its business into the China market, Allbirds needed to tailor the online shopping experience of its store to attract its target customers and engage with local consumers in the region. From member login and cart checkout to shipping and payment methods, Silk implemented a comprehensive set of features from its Magento China package offering to meet the demands of Allbirds’ Chinese customers.

BRINGING ALLBIRDS TO CHINA HAS BEEN A GOAL OF OURS SINCE WE LAUNCHED THE BRAND BACK IN 2016. WE’RE FOCUSED ON BRINGING MORE COMFORTABLE, MORE SUSTAINABLE FOOTWEAR TO PEOPLE AROUND THE WORLD, AND ENTERING CHINA IS A HUGE STEP IN THAT DIRECTION.

TIM BROWN | co-founder and co-CEO

When accessing the account in store, customers can scan the QR code by WeChat or use a verification code by entering their phone number. The Optional Shopping Cart empowers customers to flexibly tick the items they want to check out. Kuaidi Shipment Tracking enables the auto tracking of shipments via Kuaidi 100 API and a one-click button to easily track the shipping time and status, so that merchants and consumers can easily track their orders in China. The China Address extension offers an exclusive address system in China when customers place orders online using the Magento website by enabling the auto inputting of addresses via the layered linkage of regions/provinces, cities, and districts. The WeChat Pay and Alipay payment methods offers customers easy and fast steps to finish payments.

Along with a seamless integration with the Baison OMS system, Allbirds is able to utilize these extensions to grow its audiences and business in China. Silk also helped the company create a WeChat Mini Program to improve its user retention and conversion rate of China’s mass mobile users. The Mini Program consistently maintains a neat but responsive design in alignment with the online website store. It is complete with video banners of the latest product and auto slides to the campaign banner when opened. Customers can scan the QR code to follow Allbirds’ WeChat account easily when purchasing at the local store or through the website’s footer. This has become a vital tool for Allbirds’ content creators and marketers to leverage branding and remarketing strategies. The Mini Program also offers followers an easy and quick way to purchase what they want at Allbirds through their mobile phones.

WE’VE ALREADY SEEN INCREDIBLE ENTHUSIASM FROM CHINESE CONSUMERS, ESPECIALLY AROUND OUR DEDICATION TO CREATING PREMIUM NATURAL MATERIALS. THE MARKET HAS BEEN A LEADER IN THE EVOLVING RETAIL LANDSCAPE, WHICH MAKES IT A GREAT FIT FOR OUR BRAND’S INNOVATIVE ETHOS.

JOEY ZWILLINGER | co-founder and co-CEO

Launched in under 5 months, Allbirds’ China store is completely equipped with the full features of the Magento China Package and meets its customers‘ online shopping needs. The company has achieved immense growth and expansion into the region through a 20% increase in new customers and a 30% rise in business growth within this segment. Allbirds continues to build its online presence and Silk Software looks forward to supporting the company’s future initiatives and ongoing growth.

Gain Insights From the Leading Ecommerce Experts at Silk