How Waterdrop Scaled 40+ Stores with Shopify POS

Introduction

Waterdrop® set out in 2016 to make hydration exciting by compressing top-quality fruit and plant extracts into sugar-free microcubes. Founders Martin Murray, his brother Henry and friend Christoph built the brand around tasting stations called Cenotes, where communities sample flavours before purchasing. To expand from an Austrian startup to a global retail name, they needed a single commerce platform that could power pop-ups, permanent stores and online sales while capturing customer data at every touchpoint.

Challenge

Early on, Waterdrop ran multiple disparate payment systems and CRMs. Hydristas (in-store staff) lacked unified insights. That made it tough to reward repeat buyers or recognize superfans at events. As the brand grew across Europe and into Australia, training and hardware complexity slowed new store launches. They needed a scalable, easy-to-use solution that kept brand consistency intact and aligned in-store and online data flows.

Solution

Adopting Shopify POS

Waterdrop rolled out Shopify POS across 40+ stores and pop-ups. With mobile card readers and integrated hardware, Hydristas take payments anywhere on the floor. Pop-ups now launch in minutes without specialist setup, and staff instantly see a shopper’s purchase history or membership status at the Cenote bar.

Unified Data and CRM Integration

By connecting Shopify POS to their CRM, every purchase—online or offline—updates customer profiles in real time. This gives marketing and loyalty programs a single source of truth. When shoppers return packaging for recycling, they earn points automatically credited to their account for future orders.

International Rollout

Shopify’s host of international payment methods and multi-market features let Waterdrop open new stores quickly. The Six Drop Selling Ceremony—a consistent customer service ritual—stays the same whether you’re in Vienna, Paris or Melbourne. Little training is needed, so teams focus on hospitality rather than hardware quirks.

Results

By 2024, Waterdrop hit €140M in revenue and sustained 40% average year-on-year growth. Subscription offerings now make up 10% of sales, and post-purchase upsells have surged thanks to timely, personalized marketing. Employees report faster store openings and happier customers. With core processes automated, the global e-commerce team spends more time on creative imagery and community building than backend firefighting.

Waterdrop’s success story shows how a cohesive technology stack can drive growth, loyalty and operational agility at scale.