Hop Hop Shop — Shopify rebuild with international markets

Hop Hop Shop is a Serbian women's footwear brand with hundreds of thousands of customers — but the store ran on a slow, outdated custom-made admin. Merchandising, orders and day-to-day ops were stuck on a stack that couldn't keep up. They needed a full redesign, a Shopify theme built from scratch, an international shop with localisation and geolocation, and a cutover that kept courier flows, fiscal receipts and organic URLs intact.

What we did

• Replaced the legacy custom admin with a full Shopify rebuild — catalogue, customers and operations moved onto a stack the team can actually run.
• Designed and built a custom theme from scratch around women's shoes: lifestyle heroes, collection merchandising, and PDPs that carry colour, size, discounts and social proof without clutter.
• Launched an international shop alongside the Serbian storefront, with localisation for language, currency and content, plus geolocation that routes visitors to the right market.
• Integrated courier services so rates, tracking and cash-on-delivery match how shoppers actually buy in each market.
• Connected Sparkom's API for e-fiscalisation so orders flow from Shopify to fiscal receipts without manual re-entry.
• Shipped a custom AI chatbot for storefront support, plus product bundles, quantity discounts, newsletter marketing, reviews and wishlists.
• Mapped URL redirects and technical SEO so organic equity from the old site survived the cutover.
• Split the international side into a full EU storefront of its own and put both stores on the same theme, so a change ships to Serbia and the EU at once instead of being built twice.
• Moved every string the storefront prints into locale files, so one set of templates renders in English, German, Hungarian and Romanian — including the parts most themes leave hardcoded, like sort menus, gallery controls and the cart's own buttons.
• Taught the two storefronts about each other. A visitor detected in Serbia, Bosnia, Montenegro or North Macedonia is offered the regional store and everyone else the international one. It offers and remembers the answer, and never redirects on its own — that would strand anyone who arrived deliberately, and the search crawlers with them. Shopify's own country detection does the work, so no visitor's address leaves the store.
• Wrote the EU store's policies to EU consumer law rather than translating the Serbian ones, and set it up to ship DHL out of Subotica with rates calculated at checkout.
• Shipped the brand as native iOS and Android apps on the same catalogue, switching between the Serbian and the EU store with the shopper's region. Checkout is the real Shopify checkout through the Checkout Sheet Kit rather than a webview, and the styling can be changed live without an app-store resubmit.

Stack

Shopify, Liquid, custom theme, international shop, localisation, geolocation, Sparkom fiscalisation API, courier integrations, custom AI chatbot, bundles, discounts, reviews, wishlists, newsletter, 301 redirects, technical SEO, a second EU storefront on the same theme in four locales, DHL carrier-calculated shipping, and a React Native app on the Shopify Storefront and Customer Account APIs with the Checkout Sheet Kit.

Role

Lead rebuild — theme from scratch, international markets, localisation, geolocation, integrations, fiscalisation, SEO cutover and launch — then the EU storefront, the four-language theme and the native apps.

Hop Hop Shop now runs live on Shopify with a Serbian storefront, an EU storefront on the same theme, native apps on both, and an ops stack built for volume.

• From scratch custom theme and redesign
• 2 storefronts — Serbia and the EU — on one theme, in 4 languages
• iOS and Android apps on the same catalogue
• 400,000+ customers surfaced in the brand story
• Sparkom fiscalisation and AI chatbot live on the storefront