Built for Every Rider, All on One Platform: Micro Kickboard on Shopify Plus
Shopify Plus, Shopify B2B, Shopify Markets, Klaviyo, Okendo
Content Strategy, UX Design, Visual Design, B2B & Wholesale
Overview: Behind the Brand
Micro Kickboard makes award-winning scooters built to last. From toddlers on their first Mini to pros doing tricks on a Chilli, the brand covers every stage of ridership.
But behind the scenes, that range had become a burden. Micro Kickboard was running four separate storefronts: Micro Kickboard retail, Micro Kickboard Wholesale, Chilli Pro, and Chilli Pro Wholesale. Managing four sites multiplied inventory, content, and operational overhead by four.
Micro Kickboard featured a premium, playful identity. But its fragmented, off-the-shelf digital experience failed to tell that story.
The Challenge: Four Storefronts, One Brand, Too Much Overhead
- Managing four separate sites constantly caused friction in inventory and content.
- Wholesale and retail lived in entirely different worlds, with no shared design or tooling.
- The off-the-shelf site design failed to match the brand's voice, identity, or values.
- No content strategy connected products to the brand story.
What We Set Out to Do
- Develop a new content strategy to establish brand voice, a merchandising system, and narrative hierarchy across the site.
- Implement a new style guide to align design, typography, and tone with Micro's playful yet premium identity.
- Reduce operational overhead by streamlining inventory, content, and order management under one platform.
The Solution: One Shopify Plus Storefront for Every Channel
Rather than stitching four sites together, Bear rebuilt the experience around a single idea: one brand and one platform for every single customer.
We began with a discovery workshop to map requirements for key pages, B2B functionality, apps, and integrations, feeding directly into the BRD and user stories that guided the build.
We relied on native Shopify functionality wherever possible to keep it easy for Micro's team to manage for the long run.
A Storefront Built for Every Rider
How We Built a Native-First Shopify Plus Platform for DTC & Wholesale
Native-first architecture: We built B2B, Markets, and customization features on core Shopify with no fragile workarounds and no future migration debt.
Metaobjects that work harder: A dynamic shop-the-look module for swatching, easy filtering, and simple administration.
A theme elevated, not replaced: We customized an off-the-shelf theme to make it on-brand, fun, and much faster to ship.
Wholesale without the spreadsheets: Shopify B2B natively handles companies, catalogs, casepack rules, and dropshipping.
Content strategy as merchandising: Every section maps products back to the brand story, positioning the catalog instead of just listing it.
Shopify B2B: Folding Two Wholesale Sites Into One Storefront
Shopify B2B allowed us to fold two standalone wholesale sites into the main storefront without compromising either experience.
- Configured companies, wholesale catalogs, and a separate process to create and request wholesale accounts.
- Built casepack rules and B2B-specific site content for wholesale buyers.
- Created a per-customer dropship catalog and location structure, letting approved partners seamlessly order for their own customers.
- Streamlined the app stack (Advanced Shipping Rules, Okendo, Checkout Blocks, Shopify Forms, and Orbe) to support the unified experience.
The Result: One Platform, Reduced Overhead, Stronger Brand
Micro Kickboard now runs its entire business (retail, wholesale, and pro) from a single Shopify Plus storefront. Inventory, content, and orders live in one place, cutting the operational overhead of managing four separate sites.
Just as importantly, the new experience finally looks and sounds like the brand. A unified design system, a clear content strategy, and merchandising now tell the Micro story from homepage to PDP.
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