Innisfree Shopify D2C Transition and New Build Project for 4 Countries
1. Project Introduction
The Innisfree Multi-country Shopify D2C Transition New Build Project involved rebuilding Innisfree's D2C sites in 4 countries (JP/VN/TW/MY) on a Shopify basis. It serves as a Multi-country K-Beauty Commerce Rollout case study that considered country-specific product exploration, purchase conversion, payment methods, local promotions, and membership operations.
2. Project Overview
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Item |
Content |
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Project Name |
Innisfree Multi-country Shopify D2C Transition New Build |
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Client |
Innisfree |
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Site Type |
D2C Commerce / Multi-country D2C Rollout |
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Platform |
Shopify Commerce / Shopify CMS |
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Status |
Build Completed |
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Target Countries/Sites |
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Key Keywords |
Multi-country D2C, Shopify Migration, K-Beauty Commerce, Global D2C Rollout, Localization, Purchase Conversion, Operational Convenience, Country-specific Payment Methods, Local Promotions, Membership |
The Innisfree Multi-country Shopify D2C Transition New Build Project was not a single-site build. It was a Global D2C Rollout case where D2C sites for four countries (Japan, Vietnam, Taiwan, and Malaysia) were newly built and transitioned based on Shopify. As a global K-Beauty brand, Innisfree needed to stably provide brand experience and product purchase flows at customer touchpoints in each country, making this a critical project.
This project focused on configuring Innisfree's brand content, product exploration, detailed product information, shopping cart, checkout, promotions, and membership operation elements to suit the D2C environment of each country. Rather than simply replicating the same site in multiple countries, we considered a structure that maintains a common brand experience while reflecting the language, product operation, payment methods, promotions, and membership needs of each country.
Additionally, we examined a structure where country-specific operators could manage products, content, campaigns, and promotions using Shopify Commerce and Shopify CMS. This project can be summarized as a Multi-country D2C Rollout project that considered both global brand consistency and country-specific operational flexibility.
3. Background of the Build
Operating multi-country sites for a global K-Beauty D2C brand is not simply about replicating the same site. While maintaining the same brand identity, country-specific customer behavior, language, product operation methods, payment environments, promotion policies, and membership operation methods can differ, and these must be considered together.
As a global K-Beauty brand, Innisfree needed to provide a consistent brand experience at each customer touchpoint in Japan, Vietnam, Taiwan, and Malaysia. At the same time, because customers in each country may have different languages, shopping habits, payment preferences, promotion responses, and membership expectations, it was crucial to reflect the country-specific D2C operating environments.
Especially in D2C Commerce, the purchase flow from product exploration to detailed product pages, shopping cart, and checkout is key. Customers should be able to quickly find desired products, sufficiently check product information, and then proceed to purchase seamlessly, understanding country-specific payment methods and promotional benefits.
Shopify Commerce was utilized as the foundation for structuring this D2C purchase flow, and Shopify CMS was considered for the structure to operate country-specific product, content, campaign, and promotion information. Since quick product exploration and purchase conversion needed to be possible in mobile environments, key screens and payment flows were also reviewed based on mobile usability.
Build Direction
- Newly build and transition D2C sites for four countries (JP, VN, TW, MY) based on Shopify
- Consistently reflect Innisfree's global K-Beauty brand experience on country-specific sites
- Consider country-specific language, product operation, content composition, promotions, and membership operation needs
- Review D2C purchase conversion structure considering country-specific payment methods and checkout flows
- Configure product exploration UX centered on product lists, collections, and detailed product pages
- Design a clear purchase flow leading to the shopping cart and checkout
- Consider content areas to operate new products, bestsellers, seasonal campaigns, and local promotions
- Review operational convenience for managing country-specific products, content, and promotions based on Shopify Admin
- Conduct QA to ensure brand content and purchase flows are stable in mobile environments
4. Key Screen and Feature Configuration
4-1. Country-specific D2C Site Structure
The Innisfree project was conducted based on a Multi-country D2C structure targeting sites in Japan, Vietnam, Taiwan, and Malaysia. Each site functions as an independent country-specific customer touchpoint while maintaining the overall experience of Innisfree as a single global K-Beauty brand.
Country-specific URLs and operational structures were key management targets for the project. JP, VN, TW, MY sites target customers in different regions, so language, product configuration, promotions, membership, and payment environments may differ. Therefore, it was important to maintain common templates and brand standards while allowing country-specific operators flexibility to manage necessary content and product information.
In this project, we reviewed the structure to ensure country-specific sites maintain the same brand tone and manner while allowing for product exploration and content delivery suitable for customers in each region. In other words, the balance between brand consistency and country-specific operational flexibility was the core of the multi-country D2C site structure.
4-2. Brand Main / Home Screen
The brand main screen is a crucial touchpoint where customers in each country first experience Innisfree. As a K-Beauty brand, Innisfree needs to convey a first impression to customers through its nature-friendly brand image, key products, new products, and campaign messages.
It was important to configure the home screens for JP, VN, TW, and MY sites so that the brand story and product exploration are naturally connected. Customers should be able to perceive the brand's atmosphere on the main screen and start their purchase journey by moving to featured products, new products, promotions, and campaign content.
Furthermore, the home screen of a D2C site is an area where both brand experience and purchase conversion occur simultaneously. Therefore, it was reviewed as a commerce-type main screen where brand content, featured products, promotions, membership benefits, and product exploration paths work together, rather than a purely visual BrandWeb screen.
Intuitive navigation also needed to be possible in mobile environments. We verified that main banners, product sections, campaign content, and promotion areas were naturally displayed on mobile screens, and that there was a quick flow to product lists or detailed product pages.
4-3. Product List / Collection Page
In D2C commerce, product list and collection pages are key exploration screens where customers find desired products. In the Innisfree project, we reviewed a structure focused on category and collection-based product exploration, allowing customers in each country to quickly understand and select products.
Product images are extremely important in K-Beauty D2C. Customers quickly assess product packaging, formulations, lineups, and category information through images and key text. Therefore, the product list was image-centric, but product names, prices, and key information had to be clearly conveyed.
The possibility of country-specific product operation also had to be considered. Not all products might be operated identically in all countries, and new products, bestsellers, seasonal products, and local promotional items could vary by country. Therefore, the product list and collection structure needed to maintain a common UX while being able to reflect country-specific product operations.
The product list must lead naturally to the detailed product page. Once customers select a product of interest from a collection, they should be able to check product information and purchase options on the detailed page and proceed to the shopping cart. This smooth flow is essential for product exploration UX to translate into purchase conversion.
4-4. Product Detail Page
In K-Beauty D2C, the Product Detail Page (PDP) is the core screen for purchase decisions. On the PDP, customers check product images, prices, options, descriptions, efficacy, usage, key ingredients, and brand messages to decide whether to purchase.
In the Innisfree project, the PDP needed to function as a screen that supports both product understanding and purchase conversion simultaneously, not just an information page. Product images and key information were clearly provided at the top, and prices, options, and purchase buttons needed to be easily recognizable by customers.
For K-Beauty products, efficacy, usage, key ingredients, and recommendations based on skin concerns can influence customer purchase decisions. Therefore, detailed product information needed to convey brand messages and functional information in a balanced way, and a structure considering country-specific language and product information management was necessary.
Furthermore, the PDP needed a clear screen flow that did not hinder purchase conversion. There should be no unnecessary confusion when customers view product information and then proceed to select options, quantity, add to cart, or buy now. Especially in mobile environments, it was crucial to verify that CTA buttons, option selection, price information, and promotion details were clearly visible.
4-5. Shopping Cart / Checkout Flow
In a Shopify Commerce-based D2C site, the shopping cart and checkout are the final critical stages for purchase conversion. In the Innisfree project, we reviewed whether the purchase flow from product selection to shopping cart and checkout functioned naturally in the D2C environment of each country.
In the shopping cart, customers should be able to clearly confirm the selected products, quantities, options, and price information. At this stage, customers finalize the products they wish to purchase, adjust quantities if necessary, or delete items, and then proceed to checkout.
In the checkout flow, it was important to consider country-specific payment methods and purchasing environments. Since Japan, Vietnam, Taiwan, and Malaysia may have different payment preferences and operating methods, we needed to ensure that the D2C purchase flow of each country's site was naturally communicated to customers in that region.
Additionally, promotions and membership benefits can influence the purchase process. We reviewed the screen flow to ensure that customers could proceed to the shopping cart and checkout after understanding discounts, benefits, campaign conditions, and membership-related information. In mobile environments, the payment conversion process needs to be shorter and clearer, so we also checked the usability of entering the shopping cart, moving to checkout, checking prices, and the payment stage.
4-6. Promotion / Campaign Content Area
In K-Beauty D2C, promotions and campaigns play a crucial role in customer acquisition and purchase conversion. In the Innisfree project, we also considered a structure that could display country-specific promotions, new products, bestsellers, seasonal products, and campaign content.
Each country's site may operate different promotions at different times. In some countries, membership benefits might be emphasized, while in others, new product launches, seasonal campaigns, or best-selling products might be central. Therefore, the promotion area needed to maintain a common brand experience while allowing country-specific operators flexible management.
Campaign content should not merely be banner displays; it must be linked to the product purchase flow. Users should be able to click on a campaign banner and navigate to a related product list or detailed product page, and the promotion message should naturally connect with actual purchasable products.
In this project, we reviewed the promotion/campaign area from the perspective of connecting brand content with the product purchase flow. We aimed for an operational foundation that allows country-specific campaigns and promotions to be continuously reflected even after launch, considering a structure that is easy for operators to manage content.
4-7. Country-specific Operations / Content Management Structure
In a Multi-country D2C project, the operational structure after the build is extremely important. Since each site (JP, VN, TW, MY) may have different needs for country-specific product, content, promotion, membership operation, and payment method management, operational convenience using Shopify was a crucial criterion.
Shopify Admin can be utilized as a basis for managing product information, content, images, and promotion-related areas. In this project, we considered a structure where operators can update country-specific product information and brand content, and manage promotion and campaign content.
Additionally, language/region-specific content operation was an important factor. Each country's site must provide product information and brand content in a language and expression style understandable to local customers. Therefore, we reviewed whether translation, localization, content updates, and product information reflection could be stably managed within the operational flow.
We also considered future operational scalability. As new product launches, new campaigns, changes in promotion policies, membership operational changes, and country-specific content updates may occur, we aimed for an extensible operational structure from the initial build phase.
5. Features from a Multi-country D2C Perspective
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Perspective |
Application Direction |
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Multi-country D2C Transition |
Newly built and transitioned D2C sites for JP, VN, TW, MY based on Shopify |
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Brand Consistency |
Consistently reflected Innisfree's global K-Beauty brand tone & manner and product experience across country-specific sites |
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Country-specific Localization |
Considered differences in country-specific language, product operation, content expression, promotions, membership, and payment methods |
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Product Exploration UX |
Configured for customers to quickly find desired products via categories, collections, and product lists |
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Purchase Conversion |
Reviewed clear D2C purchase flow leading through PDP, shopping cart, and checkout |
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Promotion Operations |
Considered display structure for new products, bestsellers, seasonal campaigns, local promotions, and membership benefits |
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Mobile Shopping Experience |
Ensured stable product exploration, option selection, shopping cart, and checkout on mobile |
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Shopify CMS Utilization |
Utilized Shopify as a CMS for managing product information, brand content, campaigns, and promotions |
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Operational Convenience |
Considered a structure allowing country-specific operators to manage products, content, and promotions |
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Scalability |
Aimed for a structure capable of handling future changes in products, campaigns, membership policies, and country-specific operations |
The Innisfree Multi-country Shopify D2C Transition New Build Project is not just a case of using Shopify as a simple online store building platform. This project is a Multi-country D2C Rollout case that considered the brand experience, product exploration, purchase conversion, and country-specific operations of D2C sites in JP/VN/TW/MY.
While maintaining Innisfree's consistent brand experience as a global K-Beauty brand, it considered a structure that could reflect localization elements such as country-specific language, product operation, payment methods, promotions, and membership. This demonstrates the crucial balance between brand standardization and local operational flexibility in multi-country D2C commerce.
6. PM Execution Points
6-1. Organizing Country-specific Requirements
Each country's site (JP, VN, TW, MY) may have different operational needs regarding language, product operation, content composition, promotions, membership, and payment methods. Therefore, from a PM perspective, it was crucial to categorize and organize country-specific requirements.
Product information and promotion structures needed for the Japanese site, content operation methods for the Vietnamese site, and language and purchase flows for the Taiwanese and Malaysian sites cannot be viewed under the same standard. We had to consider both the shopping context of customers in each country and the management needs of operators.
The PM organized review points for site structure, product information, content areas, promotion display, and checkout based on country-specific requirements. This ensured that requirements were not intermingled even when multiple country sites were being worked on simultaneously.
6-2. Managing the Scope of Transition and Build
Since this project involved a new Shopify build and transition for 4 country sites, managing the scope of this transition was a crucial execution point. The build scope, page composition, product/content integration, QA scope, and launch schedule needed to be clearly managed for each site.
From a PM perspective, we checked the scope of key pages for each country site, whether product list and detail page information was ready, if promotion/campaign areas were reflected, and if the shopping cart and checkout flows were properly connected.
Also, in a multi-country rollout project, an issue on one country's site can affect the entire schedule. Therefore, it was important to manage the status of each country separately and to organize necessary reflections and QA results before launch.
6-3. Reviewing Common Templates and Country-specific Operational Structures
To maintain brand consistency, a common screen structure and templates are essential. In the Innisfree project, we reviewed to ensure that the UX standards for key screens such as brand main, product lists, detailed product pages, shopping carts, and campaign areas remained consistent across country sites, even though they targeted different customers.
At the same time, country-specific operational structures had to be considered. If common templates are too rigid, it becomes difficult to flexibly reflect country-specific content, product operations, promotions, and membership benefits. Conversely, if structures differ too much by country, brand experience can become fragmented.
From a PM perspective, we reviewed screen structures and operational structures based on the balance between common brand experience and country-specific operational flexibility. This was a critical management point in the Multi-country D2C Rollout.
6-4. Considering Localization and Global Operations
Localization is more than just translation. Country-specific language, product information, content expression, promotion operations, payment methods, and membership structures must be naturally conveyed on each site.
In the Innisfree project, we reviewed content and purchase flows together to ensure that customers in each country felt comfortable exploring and purchasing products. It was crucial that product names, descriptions, categories, campaign messages, and promotion information were displayed in context for each country's site.
Additionally, payment methods and membership promotions are directly linked to the purchase conversion flow. From a PM perspective, we reviewed the shopping cart, checkout, promotion display, and benefit information to ensure they were clearly communicated to customers, considering the D2C purchasing environment of each country.
6-5. QA and Launch Management
QA and launch management had to be performed for each country site (JP, VN, TW, MY). Key inspection items included content display, link navigation, product information, images, options, shopping cart, checkout, mobile screens, URLs, and UI consistency.
In a D2C site, even small errors can affect purchase conversion. For example, if product images are incorrectly displayed, option selection is unclear, shopping cart navigation is awkward, or customers experience confusion during the checkout flow, attrition can occur.
Therefore, from a PM perspective, we categorized QA items for each country's site and organized essential checks before launch. We also verified that product exploration and purchase flows functioned stably in mobile environments and checked URL and UI consistency for each page across countries.
Launch management was not just about overseeing the launch schedule; it was a process of ensuring that each country's site could provide a stable D2C experience to actual customers.
7. Innisfree Multi-country Shopify D2C Case Summary
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Category |
Content |
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Client |
Innisfree |
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Project |
Innisfree Multi-country Shopify D2C Transition New Build |
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Type |
D2C Commerce / Multi-country D2C Rollout |
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Platform |
Shopify Commerce / Shopify CMS |
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Status |
Build Completed |
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URL |
JP: https://www.innisfree.jp/VN: https://vn.innisfree.com/TW: https://tw.innisfree.com/MY: https://my.innisfree.com/ |
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Scope |
New Shopify build and transition for D2C sites in 4 countries (JP/VN/TW/MY), review of brand main, product list, product detail page, shopping cart/checkout, promotion/campaign content, and country-specific operational structure |
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Key Focus |
Multi-country D2C, Shopify Migration, K-Beauty Commerce, Global D2C Rollout, Localization, Purchase Conversion, Operational Convenience, Country-specific Payment Methods, Local Promotions/Membership |
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PM Role |
Organizing country-specific requirements, managing transition build scope, reviewing common templates and country-specific operational structures, considering localization, QA, launch management |
Project Key Points
The Innisfree Multi-country Shopify D2C Transition New Build Project is a Multi-country K-Beauty Commerce Rollout case that newly built and transitioned D2C sites for JP, VN, TW, and MY on a Shopify basis. Key to this project was consistently reflecting Innisfree's brand experience as a global K-Beauty brand across each country's site, while also considering country-specific needs for language, product operation, payment methods, promotions, and membership operations.
The scope of the build focused on the country-specific D2C site structure, brand main page, product lists, product detail pages, shopping cart/checkout, promotion/campaign content, and country-specific operational structures. Rather than just building an online store, the entire D2C flow, from customer brand awareness and product exploration to purchase, was reviewed to suit each country's environment. In particular, promotions and membership benefits, along with country-specific payment methods, were considered as elements directly linked to the purchase conversion flow.
From a PM perspective, the project focused on organizing country-specific requirements, managing the scope of the migration build, reviewing common templates and country-specific operating structures, considering localization, QA, and launch management. It can be summarized as a Multi-country D2C Rollout project that managed four country sites (JP/VN/TW/MY) to maintain consistent brand standards while reflecting each country's operational needs.