Global growth
Mulmul: 10x Online Sales and Expansion into Five Markets
How Mulmul increased online sales and expanded into additional international markets.
Reviewed August 2026
Business context
Mulmul is a fashion brand with a growing direct online business and international customer demand.
The challenge
The brand needed to support faster growth, improve repeat purchasing and expand internationally without proportionally increasing technical cost.
What changed
The case describes moving to Shopify, simplifying commerce implementation and using the platform to support market expansion and customer retention.
Reported outcomes
Shopify reports ten-times online sales growth, a doubling of the repeat-customer share, 67% lower implementation cost and expansion into five new markets.
What another brand can test
Measure whether platform simplification reduces release time and maintenance, then connect the savings to specific merchandising and retention initiatives.
Limits
Sales growth may include brand, assortment and acquisition effects. Compare implementation cost definitions and the original baseline before using the figures as a benchmark.
Application checklist
- Confirm the reported metric and time period in the original source
- Identify the operating mechanism behind the result
- Build a baseline using your own definitions
- Run a limited test with a named owner and stop condition
- Compare contribution, service and customer outcomes—not revenue alone
Original source
This independent analysis is based on Shopify’s public case study about Mulmul.
Read the Shopify case study: MulmulUse the evidence carefully