How Who Gives A Crap Doubled Revenue by Global Expansion with Shopify Plus

Introduction

Who Gives A Crap launched in 2012 with a clear mission: to address the global sanitation crisis by donating half their profits to help build toilets in developing countries. Based in Melbourne, the company started as a direct-to-consumer subscription service for recycled toilet paper that quickly captured attention. When the COVID-19 pandemic drove unprecedented demand, the brand saw an opportunity for broader growth and wanted to reach new markets without sacrificing its core values or customer experience.

The Challenge

Though Shopify had powered their early-stage DTC sales, Who Gives A Crap needed more advanced capabilities to scale internationally and to serve wholesale clients efficiently. Their next phase of growth required: tailored messaging, localized pricing, and multi-currency checkouts for different geographies; a self-service B2B storefront with bespoke price lists; and automation to reduce manual order management tasks. Without these, the team risked missing revenue from overseas shoppers and struggling to manage wholesale orders as they scaled.

The Solution

Upgrading toShopify Plusunlocked expansion store features that let Who Gives A Crap launch three dedicated sites for the US, UK, and Europe. Each storefront was customized with local currency, country-specific messaging, and regionally relevant pricing. On the B2B side, they rolled out three wholesale channels—Australia, US, and UK—using the B2B on Shopify suite. Wholesale buyers received individualized price lists, self-service ordering flows, and automated fulfillment triggers.

To streamline operations, the team built custom automations withShopify Flow. Bulk discounts for volume orders, inventory rationing rules during demand surges, and targeted promo offers for segmented DTC customers became fully automated. Marketing messages and lifecycle emails were handled throughKlaviyo, while subscriptions ran on theReChargeapp for personalized journey flows and automated recharge reminders. The company even integrated its NetSuite ERP to sync orders, inventory, and accounting data in one unified admin.

Results

Since launching international and B2B expansion stores, Who Gives A Crap has achieved:

• 2X year-over-year revenue growth from new markets
• 15% increase in conversion rates
• 20% boost in customer lifetime value

International sales now surpass domestic Australian revenue, and wholesale orders have scaled without added headcount. The unified Shopify admin gives the team real-time visibility over all channels, ensuring they can react quickly to stock shortages—an essential advantage during pandemic-level demand spikes. Core stability on Shopify Plus meant zero downtime even when traffic spiked tenfold in 2020.

Conclusion

By combining tailored expansion stores, B2B functionality, and end-to-end automations, Who Gives A Crap turned a sanitation mission into a globally recognized ecommerce success. They maintained their social impact pledge, optimized operations, and opened significant new revenue streams—all on a single, scalable platform.