A global Shopify rebuild for SiFly, making a technical eFoil lineup easier to choose and buy
Shopify stores
2
Products migrated
104
SiFly builds electric hydrofoils for riders ranging from complete beginners to experienced foilers. Founded by Formula Kite athlete Alexander Bachev, the company develops its own electronics and sells through more than 130 locations worldwide.
Brand
SiFly
Partnering since
2026
Location
Europe
Technology
Shopify
Choosing the right eFoil was too complex
Choosing an eFoil means understanding different boards, sizes, performance levels, configurations, and compatible components before making a confident choice.
Moving from Shoptico to Shopify therefore required more than a strategy. SiFly needed to make a technical, high-ticket product easier to understand and buy while connecting ecommerce with its international operations.
Making SiFly's eFoil lineup easier to choose
To simplify the buying journey, our Shopify design team first needed to understand where customers were getting stuck and what information they needed to move forward. We analysed customer behaviour through heatmaps and session recordings and reviewed the wider eFoil market to see where customers needed more guidance.
The research gave us one clear principle: customers should not need expert-level product knowledge to choose the right eFoil.
We implemented a new 10- to 12-question eFoil finder that recommends the most suitable model based on the rider's needs and presents relevant alternatives for comparison.
Then, the main eFoils page brings the full lineup together with clearer difficulty levels and side-by-side comparisons.
On product pages, we made specifications, compatibility, performance details, and configurable What's in the Box content easier to scan.
We also added relevant accessory recommendations in the cart to help customers complete their setup before checkout.
Building a global Shopify experience across two stores
SiFly sells internationally across different currencies, legal entities, tax structures, and warehouses in Europe, the USA, and the UAE.
To support SiFly's different regional operations without fragmenting the customer journey, each store manages its own pricing, currencies, tax, shipping rules, and ERP connection.
Through Shopify consulting, we planned a two-store architecture around those requirements, giving customers one connected SiFly experience while routing checkout to the appropriate store based on their location.
Connecting Shopify with SiFly's IQSoft ERP
IQSoft sits at the centre of SiFly's inventory and accounting operations, so the ERP integration was the most critical part of our Shopify development work.
Using Gadget as middleware, we connected both Shopify stores with their corresponding IQSoft environments and automated the exchange of orders, customer data, inventory, and invoices.
The integration also handles SiFly's product structure. An eFoil sold online as one configuration can consist of separate components such as the board, mast, battery, and wings. The system identifies those components in IQSoft and triggers the correct inventory and assembly processes.
Migrating SiFly from Shoptico to Shopify
As part of the Shopify migration, we moved 104 products, mapped redirects from the previous store, and prepared a new structure for SiFly's existing blog content.
The rebuild also introduced a new locations experience for dealers, eFoil schools, and service points, alongside improved support content for existing riders.
SiFly's team now has more control over everyday merchandising, campaigns, and content without relying on development for routine updates.
craftberry rebuilt SiFly with a clearer buying journey for riders and a Shopify setup that connects international ecommerce with inventory, invoicing, and assembly.
Shopify stores
2
Products migrated
104
Apps
IQSoft - SiFly's core ERP for inventory, accounting, orders, and invoicing.
Gadget - Connects Shopify with IQSoft and manages the exchange of order, inventory, and invoice data.
Shopify Markets - Supports regional currencies, pricing, tax, and shipping configurations.
Typeform - Powers the guided eFoil model finder and its recommendation logic.
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