EcoFlow rapidly launches 12 international stores, supercharging $1B valuation

Chinese unicorn, EcoFlow, is revolutionizing the world’s access to portable power. Whether it’s to provide relief in areas where power shortages stunt economic growth or portable charging for off-grid camping trips, EcoFlow’s lightweight, high- capacity batteries have the same charging power as a wall or car outlet. Since launching in 2017, the brand has grown exponentially, providing peace-of-mind power to over 2 million customers across 100 countries and regions.

Challenge

EcoFlow was founded by a group of battery engineers with a vision to create affordable, eco-friendly power solutions. Following the successful launch of its flagship product, DELTA, EcoFlow embarked on its journey to global omnichannel expansion. To make this a success, the brand knew it needed a strategy that enabled it to speak to local nuances in different countries. In Japan, for example, EcoFlow wanted to focus on disaster preparedness and emergency response, while the focus for North America was on home backup power and outdoor demand. 

On a product level, this market-specific focus meant the creation of localized product specs based on the need of individual geographies. From a marketing and sales perspective, EcoFlow wanted localized sites to help deliver on this segmented and detailed approach.

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Solution

Renowned across China for its excellent reputation amongst other brands, EcoFlow selected Shopify Plus to support its international expansion. EcoFlow found the platform easy to use, provided heaps of flexibility, and allowed the brand to tap into a comprehensive ecosystem of apps and integrations.

EcoFlow initially built four Shopify Plus sites, in the United States, Canada, Japan, and Europe.

In 2022, EcoFlow built seven Shopify Plus expansion sites to further tailor its content to the needs of customers in the UK, France, Germany, Italy, Spain, South Africa, and Australia.

Results

With Shopify Plus, the large-scale launch of four independent sites and seven expansion stores was easy. With Shopify’s apps and back-end export features, like Pagefly, EcoFlow could seamlessly import previously set page templates and frameworks for pages like the Contact Us, Policies, and Bundles product detail pages. This saved weeks of configuration time for the brand—all EcoFlow had to do was replace the copy. 

The multi-site management of all 12 of EcoFlow’s stores is simple with Shopify Plus. Simon Wang, Head of Global DTC at EcoFlow, notes, “The sub-operation mode means that when a single site can translate into multiple different languages and currencies, we can treat each site variation as a site of its own.”

“This allows us to split it up and assign different elements to different people to handle each part relatively independently, without interfering with or affecting one another. At the same time, different sites under the same brand can still communicate transparently and share resources. We can also see what others are managing and changing every day—colleagues in North America can see the work being done by the European team, and vice versa.”