How Turtle Beach Scaled Global DTC Sales with Shopify Plus

Background

Turtle Beach has been at the forefront of gaming audio since launching the X51 headset for Xbox in 2005. Over decades, it became the best-selling console headset brand. But by 2018 the team saw friction in their legacy Adobe Commerce setup: multiple backends, heavy developer needs, and high currency fees eating into global sales. With just a lean internal team and nine transactional storefronts spanning North America and Europe plus three catalog sites in Latin America, Australia and New Zealand, every minute spent replicating product pages or troubleshooting checkout conversions meant slower growth.

Challenge

The core issues were clear. Managing 11 separate store backends on Adobe Commerce required constant third-party code changes. Foreign transactions triggered fees or losses on every sale. And bulk buyers were grabbing inventory for unauthorized reselling, undercutting Turtle Beach’s market share and diluting brand value. The team wanted more self-service tools, greater global commerce control, and a way to stop reseller abuse without crippling operations.

Solution

Replatforming to Shopify Plus unlocked key capabilities.Meta fieldscombined with the Matrixify app let Turtle Beach bulk-import product pages across 11 sites at once, cutting manual tasks in half.Shopify Paymentsremoved foreign transaction fees and losses, so pricing stayed predictable in every currency. AndShopify Flowautomated reseller prevention: when orders exceed threshold quantities or values, alerts go to customer service for quick review and cancellation if needed.

When pandemic demand spiked for gaming gear, the team watched inventory in real time, swiftly reallocated stock between stores, and kept DTC channels fully supplied. They were nimble enough to triple direct-to-consumer sales in the first year of Covid-19.

Results

Shopify Plus has delivered measurable gains. Operational efficiency jumped 60% thanks to bulk tools and in-house control. Global commerce costs fell by 10% after ditching foreign currency fees. DTC sales soared 3× during the pandemic’s peak, and even post-crisis, Turtle Beach maintains more than twice its pre-pandemic sales volume. The platform scales with them, so a small digital team can outmaneuver bigger rivals.

Looking Ahead

With cross-border performance optimized and manual overhead slashed, Turtle Beach is set to explore new markets and expand product lines—all within the familiar Shopify Plus ecosystem. Its ability to plug in apps, tweak workflows, and automate repetitive tasks means the next growth phase will be faster and more cost-effective than ever before.