How Tineco Ignited 2253% US Sales Growth with Shopify Plus

Introduction

Tineco set out to redefine home cleaning by combining vacuuming, mopping, and washing in a single machine and has maintained this vision since 2002. After years of steady growth on third-party marketplaces, the team decided to build direct channels that support brand control, localised experiences, and faster customer support.

Background

By mid-2020, Tineco had validated demand across Europe and North America, but selling on marketplace platforms left little room for custom branding. The team needed a solution that would scale across different regions, handle multiple currencies and languages, and stay aligned with local buying preferences such as European wall-to-wall carpeting requiring a different model setup.

Challenge

Tineco's global ambition hinged on a seamless, high-performance storefront infrastructure. Managing multiple dashboards across countries was slowing down launches, and analytics were fragmented. Shoppers wanted loyalty incentives and flexible payments, but the existing checkout locked Tineco into standard options. Delivering an elevated, consistent brand experience while juggling operational complexity became a critical hurdle.

Solution & Implementation

Upgrading to Shopify Plus unlocked expansion store features that let the team spin up independent sites for each market in under a day. They defined separate storefronts for major EU countries and the US, set language packs, and configured multi-currency support. From the main Shopify Dashboard, global metrics flowed in real time, showing traffic sources, channel mix, and sales by region in one unified view.

For checkout, Tineco tapped into Shopify Checkout’s extensibility. They added a loyalty reminder banner using the Smile: Loyalty & Rewards app, nudging users about points and next-order discounts. A buy now, pay later option was built in with a leading BNPL provider, which proved especially effective for higher-priced products and holiday promotions.

Performance Optimization

Site performance became a top priority after observing drop-offs at key friction points. Working closely with their Shopify Plus customer success manager, the team optimised image compression, deferred non-critical scripts, and implemented asset caching strategies. These changes doubled the Google speed scores across new expansion stores, making pages feel instant and cutting bounce rates.

Results

• 2253% year-over-year sales growth in the US on a standalone Shopify Plus store.
• 223% surge in buy now, pay later usage during the Black Friday campaign.
• 100% improvement in Google speed scores across freshly launched sites.

With each new region going live in hours instead of weeks, Tineco has maintained swift market entry without overloading their operations team. The freedom to roll out custom features and collect unified analytics has set the stage for further expansion into Asia and beyond.

Future Plans

Moving forward, Tineco plans to integrate more advanced AI-driven recommendations on product pages, test alternative payment options for international markets, and build a loyalty app within Shopify. They also aim to leverage Shopify Flow to automate inventory alerts and order routing, further streamlining fulfilment.

Lessons for Brands

Brands expanding internationally should invest in a platform that supports growth without adding complexity. Leveraging built-in localisation tools avoids costly custom development, and centralising analytics ensures each market informs the other. Testing checkout offers like loyalty points and BNPL can reveal high-impact levers for conversion across audiences.

Optimizing for Speed

Performance wins often come from small, targeted changes: lazy-loading below-the-fold images, removing render-blocking CSS, and compressing JSON payloads. Collaborating with a platform success team can surface best practices that shave seconds off load times, which translate directly to more completed purchases.

Conclusion

Tineco’s shift to Shopify Plus shows that unlocking platform flexibility can be a game-changer for consumer electronics brands targeting multiple markets. By leveraging expansion stores, checkout customizations, and performance tuning, they converted global demand into record growth and set a blueprint for scalable cross-border commerce.