How WIRO Helped Doughnut Time Expand Internationally with Shopify

CX Design
Discovery
Ecommerce Strategy
Growth
Integration
Overview

Doughnut Time is a premium bakery brand renowned for its handmade doughnuts, offering gift boxes and bespoke branded doughnuts for corporate gifting, celebrations and events. With customers across the UK, Europe and the USA, the brand wanted to extend its Shopify presence into the German market while maintaining a consistent customer experience.

WIRO partnered with Doughnut Time to deliver a localised Shopify experience for Germany, creating a bilingual storefront that reflected the existing UK site while providing a seamless shopping experience for German customers.

Client Objectives & Growth Goals

As Doughnut Time continued its international expansion, the brand wanted to launch a dedicated Shopify experience for the German market.

The project's objectives included:

  • Create a German-market equivalent of the existing UK Shopify store.
  • Deliver a localised eCommerce experience for German customers.
  • Introduce bilingual functionality to support multiple languages.
  • Maintain consistency with the UK storefront while adapting content for a new market.
  • Build a scalable foundation for international eCommerce growth.
Challenges

Launching into a new market required more than simply translating website content.

The German storefront needed to mirror the successful UK Shopify experience while providing a fully localised customer journey. The project also required bilingual functionality that allowed customers to switch easily between languages without disrupting the overall shopping experience.

Maintaining consistency across both storefronts while supporting localisation was key to delivering a seamless international brand experience.

WIRO's Approach & Process

WIRO worked closely with Doughnut Time to develop a Shopify experience tailored to the German market while remaining closely aligned with the brand's existing eCommerce platform.

German Shopify Store Localisation

Using the UK Shopify store as the foundation, we created a dedicated German-market equivalent with localised content and customer journeys.

This ensured German customers received an experience tailored to their market while preserving the visual identity and functionality of the original storefront.

Bilingual Customer Experience

We implemented a bilingual language toggle, enabling customers to switch easily between supported languages and creating a more accessible shopping experience for international audiences.

International eCommerce Strategy

The project focused on delivering a scalable localisation approach that supported Doughnut Time's wider international growth ambitions while maintaining consistency across regional storefronts.

Results Achieved

WIRO delivered a localised Shopify experience that enabled Doughnut Time to expand into the German market with confidence.

Key deliverables included:

  • A German-market equivalent of the existing UK Shopify store.
  • Localised content and customer journeys for German audiences.
  • Bilingual language toggle functionality.
  • A consistent eCommerce experience across UK and German storefronts.
  • A scalable internationalisation approach to support future growth.
Increase in AOV
Increase in LTV
Increase in conversion

"WIRO's speed and responsiveness stood out from the start! Being UK-based made a real difference. The designs looked great from the start and having a theme we could clone across our other markets was exactly what we needed. It made rolling out new markets so much easier"

Damian Griffiths, Founder of Doughnut Time
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