How Momofuku Goods Scaled to 30,000 Monthly Orders

Scaling Direct Sales with a Solid Platform

Momofuku Goods launched its range of packaged noodles in 2021 and saw every item vanish in under 10 minutes. That initial rush pushed David Chang’s team to find a setup that wouldn’t buckle under traffic spikes. They chose Shopify Plus, a version of Shopify built to handle very high volume without slowdowns or downtime. With that foundation, they could focus on product innovation and customer experience instead of wrestling with server crashes.

Integrations Power Fulfillment

High demand means nothing if orders get stuck in limbo. Momofuku Goods turned to ShipHero, a fulfillment partner known for handling thousands of units daily. By tying ShipHero into Shopify Plus, each order moves automatically from checkout to picking, packing, and shipping. No spreadsheets, no back-and-forth emails—just a connected workflow that pushes 30,000 orders a month through the system with minimal manual steps.

Automation Drives Flash Sales

The team wanted to run time-sensitive promotions without calling a meeting every hour. Shopify Flow stepped in to automate campaign launches and notifications. With prebuilt triggers, the moment inventory hits a threshold or a sale window opens, customers see updated pricing and new bundles. Shopify Scripts add custom logic at checkout, like tiered discounts and pre-launch perks, ensuring fans grab products fast and checkout stays frictionless.

Wholesale and B2B Expansion

Moving beyond direct-to-consumer, Momofuku Goods saw a chance to sell pantry staples wholesale to large retailers. With Shopify Plus’s B2B features, the same platform that powered daily flash sales now manages bulk pricing, customer-specific catalogs, and custom payment terms. Finance and operations all tie back into one dashboard, giving clear visibility on orders, revenue, and inventory without a separate system for wholesale.

Key Components of the Tech Stack

• Shopify Plus: The core ecommerce engine handling spikes and scaling.
• ShipHero: Seamless fulfillment for tens of thousands of orders.
• Shopify Flow: Automated triggers for promotions and restocks.
• Shopify Scripts: Custom checkout logic for discounts and bundles.

Results and Next Steps

Within weeks of going live on Shopify Plus, Momofuku Goods hit $100,000 in sales in under an hour and saw $500,000 a day during peak drops. The new B2B portal already serves major US retailers, and volumes continue rising. With the scaffolding in place, the team can try new products, plan seasonal kits, and open fresh markets without worrying the site will buckle or fulfillment will slow down.