Scalpers sells menswear, womenswear, and kidswear from 370 stores, made up of its own stores, department store corners, and franchises, alongside its online stores and a mobile app. The Spanish brand sits between premium bridge and affordable luxury, and holds its digital channel to the same standard as its retail estate.
In mid-2019, Scalpers left Magento for Shopify. By 2025, digital revenue reached €40 million.
Since the move to Shopify:
- Digital revenue grew from €4 million in 2018 to €40 million in 2025, 10 times in seven years
- The app generates 48% of direct-to-consumer (D2C) digital sales, converting at 2.9%
- The customer database grew from 1.5 million users in 2020 to nearly 3 million
The challenge: technology work crowding out commercial work
Francisco Gutiérrez Flores joined Scalpers as chief digital officer in May 2019 to lead the digital area, arriving in the middle of a stalled migration from Magento to Magento 2.0. He stepped up to managing director in 2026.
“That experience made us see that we were spending too much time and resources managing technology when the real objective was to develop the digital business…,” says Francisco.
The cost showed up in who did what. Developers absorbed work that belonged to the commercial team, down to presentation changes on the storefront. Launch dates tracked engineering capacity rather than commercial readiness, so a drop that was ready to sell could still miss its moment. Scalpers needed an architecture its own business team could operate, and third-party services it could connect through existing APIs rather than build from scratch.
The solution: autonomous teams and one connected inventory
Scalpers went live on Shopify in June 2019, adapting a theme instead of commissioning a build. A catalog management team took ownership of the back office: collections, product uploads, navigation, and campaign pages. The graphic design team changes homepages for a launch without filing a ticket. As the theme moved to modular Liquid components, the team built editorial product listing pages, its 2.0 pages, that carry more than a grid of products.
The partner ecosystem covered the rest. In 2020, with stores closed, Scalpers launched its app through a partner already integrated with Shopify. Apps handle customer messaging around each drop and move catalog data at volume. AI now drafts first versions of product descriptions, attributes, metadata, and translations, and the team edits every one before it publishes.
“The goal isn’t to publish automated content without control,” says Francisco.
Inventory followed. Scalpers integrated its unified inventory network with Shopify, using radio-frequency identification (RFID) to maintain accurate store-level stock visibility. Its own order-routing algorithm reads that data to determine the best location to fulfill each order, so a customer in A Coruña gets served from a store nearby.
Today every store effectively works as a mini warehouse. Stock and sales are synchronized across the network, keeping Shopify inventory continuously updated.
“Today we can make many more changes in hours or a few days, and the main bottleneck is no longer platform dependency, it’s the business’s own processes: having the product available, the content, and a clear commercial decision,” says Francisco.
The result: digital revenue 10 times higher
The first year settled the question. Digital revenue reached €9.8 million in 2019, the year of the move, more than double the €4 million of the year before.
The technology change was a key enabler of that growth… allowing the team to focus far more on growing the business.
The app compounded it. Launched during the pandemic, it now generates 48% of D2C digital sales, converting at 2.9%, and gave Scalpers a direct line to a customer base that grew from 1.5 million users in 2020 to nearly 3 million, tiered through Partners in Crime, the brand’s loyalty program. Scalpers Crew extends the same community-led approach to content, making it easier for the brand to identify, manage, and activate user-generated content across digital channels.
RFID changed the economics of the store network at the same time. An associate can order a missing size for a customer, online shoppers can check stock in nearby stores by postcode, and less inventory sits still. Full-price discipline held throughout: nine outlets inside a 370-store network, and outlet pricing never runs continuously online, only in windows of 24 to 48 hours for loyalty members. Surplus goes to the physical outlet network, which keeps discounting out of digital, the channel where demand is most price-sensitive. “The best markdown is the one you don’t need to make,” says Francisco.
The same logic now runs upstream. Scalpers is building a buying and planning tool with a technology partner that reads store-network and historical demand to right-size buys before a season, consolidating 14 regional store instances into Shopify Markets, and extending today’s stock lookup into store-level browsing with reserve and collect. It is also restructuring product attributes so AI-powered search and discovery platforms read the catalog correctly: someone asking for a white shirt for an event should see Scalpers come back as an option.
Spain still drives 80% of digital sales, with international markets making up the remaining 20%, led by Portugal and followed by Mexico and Chile. The United States accounts for around 3% of total digital sales, a small share today. Within the Rest of World store specifically, demand made the case before the brand did: the US drives around 80% of that store’s volume, with no brand investment, no paid social, and no physical presence behind it. Scalpers is now consigning stock there, cutting shipping costs and delivery times.
We’re in a process of making the most operational tasks more efficient so the team can focus more on understanding the consumer and adding more value.