How JOTT Scaled Europe’s Outerwear Market with Shopify Plus

Introduction

JOTT started as a wholesale-only catalog of its signature lightweight down jackets back in 2010. By 2022, explosive demand exposed limits in its Prestashop setup. Site slowdowns and cart abandonments during Black Friday made it clear that a more robust platform was essential. Switching to Shopify Plus unlocked the stability and flexibility JOTT needed to scale across Europe.

Technical Bottlenecks and Storytelling Limits

During winter peaks, JOTT’s old platform often crashed or slowed to a crawl. Simple catalog pages lacked the storytelling tools that let the brand share its DNA. The warehouse and client interfaces were too basic, making daily maintenance a chore. High traffic days turned into stress tests rather than sales opportunities.

Migrating to Shopify Plus

With assistance from agency COLORZ, JOTT redesigned its site and migrated to Shopify Plus in June 2022. Shopify’s architecture handled large catalogs and volume without extra hosting overhead. Stock unification was achieved via OneStock, and Shopify’s app ecosystem delivered quick integrations—Nosto for AI-driven merchandising, Yotpo for customer reviews, Gorgias to centralize support, and Matrixify for bulk data operations.

Key Results

Almost immediately, JOTT saw a 3× boost in e-commerce revenue share. The site handled nearly 5× the previous peak sessions on January 10, 2024—its winter sales launch—without any downtime. Integrating Shopify Payments, which lets shoppers pay in their local currency, lifted checkout completions by 10%.

Building for International Growth

Now recognized as a top-of-mind brand in France, JOTT is rolling out localization tools. WeGlot translation and Shopify’s Translate & Adapt app will help optimize SEO in new markets. With robust infrastructure in place, JOTT is set to accelerate expansion into Spain, the UK, the Netherlands, and beyond in 2024.

Lessons Learned

Invest in a platform that grows with you: Shopify Plus let JOTT shift from worrying about downtime to focusing on merchandising and customer experience. Automate data bulk tasks with Matrixify and enhance personalization with Nosto. Centralize support via Gorgias to keep response times low.