WHO IS ELIJAH’s 400% DTC Growth with Shopify Plus

Introduction

WHO IS ELIJAH began when founder Raquel Bouris spotted a gap in luxury fragrance: an inclusive, ethically made scent that appealed to a broad audience. Starting from a garage in Sydney in 2018, the brand mixed direct-to-consumer sales with a heavy wholesale focus. Early on, they used Salesforce for their B2B portal, but as they added more customers and SKUs, the complexity and cost skyrocketed.

The Challenge

Managing dozens of wholesale customers across different regions meant custom price lists and catalogs. Each change required developer hours, and the platform often struggled under high volume. With their DTC channel also taking off during the pandemic, WHO IS ELIJAH needed a single, scalable solution that could handle both retail and wholesale seamlessly.

The Solution

In 2022, WHO IS ELIJAH teamed up with Jaboo Media to shift to Shopify Plus. They launched expansion stores in Australia, the UK, the US, and New Zealand, tailoring pricing, taxes, and messaging for each market. B2B on Shopify replaced Salesforce for wholesale, letting Raquel’s team create custom price catalogs for each client without extra code. Using Shopify Launchpad, they timed new product releases by region, respecting fragrance regulations. Checkout Extensibility powered tiered gift-with-purchase rules for sales events, and Shopify Bundles let customers build their own fragrance kits without adding new SKUs.

Results

The platform swap delivered rapid gains: direct-to-consumer revenue jumped from $2 million to $10 million by 2024—a 400% increase. Wholesale operations saw a 50% year-over-year rise in international markets. During Black Friday and Cyber Monday, average order value climbed 46%, thanks to bundles and tiered gifts. The team moved from constant developer requests to self-serve catalog controls, freeing up resources to focus on growth, not maintenance.

Looking Ahead

With a stable base, WHO IS ELIJAH is exploring AI tools like Shopify Sidekick to refine marketing and customer support. The next focus is new markets in Asia Pacific and deeper personalization on their expansion stores. Stability and autonomy on Shopify Plus have given the brand confidence to hit ambitious targets during peak seasons.