Company Overview

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Living up to its name, Overthesea is a rising international apparel brand with a worldwide customer base. Born and bred in Ukraine, they’re a major player in Europe, which means they’re always dealing with multiple currencies, languages and cultures. But their big marketplace is across the ocean in the US. 

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Challenge

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Problem 1 

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While the demand for their products has consistently grown, Overthesea has applied the brakes for expansion due to the mass amount of overhead required with running an international brand. With a separate admin and store fee required for every country they sell in, the growth in profits and workload have always ended in a tie.  

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International expansion introduced overwhelming costs and logistical hurdles, making every new market feel like a high-stakes gamble.

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Problem 2 

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While a simple ‘translation’ could allow shoppers of all languages to interact with their store, Overthesea understood the importance of relating to each audience on a deeper level. They needed to speak to the distinct cultural identities and nuances that felt familiar to the local norms of the customer. They also knew shopping behaviors were massively different between countries and needed multiple approaches to sell a single product. 

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Solution 1 

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When Overthesea joined Popup, they were finally able to provide the custom shopping experiences that catered to each individual's location. This included shipping policies and prices already adjusted and the chance to feature collections that were both relevant and available to each specific demographic. Highlighting the specific USPs for each region also became possible. For example, a major value proposition for their European customers includes fast shipping - something they wouldn’t have advertised since the storefront was also used by their western customers.

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Solution 2 

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While the front-end has been filled with custom features that wow their customers, the backend of Overthesea has been through a just as impressive upgrade. When it comes to operational ease, they’ve leveraging Popups ability to run multiple stores under a single admin. They’ve reduced their reliance on third-party apps by having a centralized database that lets them build, run and compile data on all their customer journeys. 

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Success in e-commerce isn’t just about global coverage, but extracting the cultural potential in each region.

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Results

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By using Popup it doesn’t matter if Overthesea sells in 1 country or 100, their operation from a single admin will keep their management minimal while their presence expands. With messaging and product highlights now catered to each demographic, conversion rates and revenue are now on the rise for Overthesea. 

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Feeling the chaos and stress of managing multiple storefronts as you expand globally? We can take away all of that. Join Popup to discover how easy ecommerce can be.