Softion+ partnered with Balto at a pivotal moment, restructuring and rebuilding their Shopify-powered eCommerce ecosystem from the ground up. Our mission was clear: to transform a fragmented early-stage setup into a scalable, performance-oriented digital storefront. Within just 11 months, the foundation we built helped Balto surpass $7.5 million in revenue.

Through a combination of full-funnel re-architecture, UX refinement, and backend optimization, we laid the groundwork for an eCommerce engine that not only performs but also adapts quickly to market shifts across multiple regions.

Balto’s early growth was held back by inconsistent tech infrastructure, limited visibility into performance, and disconnected tools across marketing, inventory, and fulfillment. Their store suffered from slow load times, conversion drops, and manual operational work that wasn’t sustainable.

The brand also faced regional expansion barriers: how to localize customer experience for France, Belgium, and Spain while maintaining one central platform — all while navigating the challenges of integrating different 3PL partners, managing region-specific promotions and regulations, and ensuring consistent performance across multiple localized storefronts.

Our take is: Balto needed a strategic and technical partner who could act as an extension of their business — fast.

We began by re-architecting Balto’s tech setup into a modular headless infrastructure using Next.js, Node.js, and microservices on GCP. This enabled faster load times, experimentation, and scalability across regions. We developed multiple modular Shopify apps, integrated privately owned 3PLs, launched the Balto Loyalty and Referral system, and implemented a Customer Data Platform funnel — empowering Balto to operate as a data-driven eCommerce business.

Beyond engineering, we introduced observability and alerting tools like Grafana and GCP Logs for real-time performance tracking. Our microservices ecosystem included referral tracking, dynamic order tagging, custom carrier services, and 3PL integrations with SupplyWeb and Huboo, supporting seamless fulfillment across Europe.

As Balto matured, we supported the internal evolution of their organization — pioneering a team restructure focused on two growth pillars: Acquisition and Retention. We worked with leadership to define KPIs, set milestones for each team, and led engineering sprints to ensure both strategic tracks had the technical velocity needed to succeed.