Taking an Australian boot brand into distinct online markets through one shared Adobe Commerce platform and local storefronts.

Audience IntelligenceCompetitor ResearchCustomer Journey MappingPlatform Implementation

Blundstone

International shoppers needed familiar size conventions, relevant delivery options and correct local tax calculations. Behind the storefronts, the business needed room for separate market administration without maintaining an entirely separate platform for every country.

The project
Blundstone is an Australian footwear brand with a long history in bootmaking. Overdose was engaged to design and integrate a digital commerce solution with localised frontend store views.
Adobe Commerce's multi-store capabilities provided the shared foundation. The work included an extension for sizing conversions across countries and genders, shipping table rates and UPS address validation.
For the United States, Avalara AvaTax supported location-based tax calculations. Each of these elements addressed a practical requirement of serving customers across different markets.
Scope
- Audience Intelligence
- Competitor Research
- Customer Journey Mapping
- Platform Implementation
- SEO Migration

Platforms & integrations

The shared platform records behind this case study.

Integration

Platform

Adobe Commerce
Platform / integration

Challenges & solutions

Swipe to explore all four

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Challenge
Product sizing configuration
Customers often know their specific size, not the conversion of US to EU size.
Solution
Overdose. built an extension for multiple sizing conversions between gender and countries, persisting throughout the user journey.
Challenge
Unique Shipping requirements
Blundstone ships with dynamic shipping options including same-day, 2-day, 3-day.
Solution
Utilised table rates extension and implemented UPS address validation to reduce invalid addresses.
Challenge
Multi-store architecture
Required ability to build unique, individually administered storefronts for international markets and subsidiary brands.
Solution
Leveraged Adobe Commerce OOTB multiplicity to operate multiple stores from single instance.
Challenge
US Tax compliance
Complexities with USA Tax compliance & calculation.
Solution
Partnered with Avalara to use their Avatax system for location-based tax calculation.

Experience

UX & UI

Translating comfortable fit across the users journey required multiple custom touchpoints including dynamic content blocks, sticky header on product page, and custom size selection that swaps between country sizes.