How waterdrop® expanded into 30 countries worldwide with Shopify

waterdrop® has had an impressive journey since its founding in Austria in 2016. With its innovative idea of developing Microdrinks—small cubes packed with vitamins, plant extracts, and natural flavors—waterdrop® has revolutionized the way people hydrate worldwide. From concept to a global brand, waterdrop® has focused not only on creating unique products but also on building an outstanding digital and physical presence.

Today, waterdrop® operates in over 30 countries, has captivated more than 3 million online customers, and runs 40 physical stores worldwide. By partnering with Shopify, the company has laid the foundation for continuous growth and scalability. Discover how waterdrop® combines innovation, sustainability, and technology to drive its success.

With Shopify, waterdrop® Achieved:

• 40% average annual total growth rate

• Expansion into over 30 countries in record time

• 100% uptime during peak traffic periods

Challenge: From Start-Up to Global Brand

waterdrop’s journey began with a groundbreaking idea: to reduce plastic bottles and replace them with water flavor cubes as a sustainable, sugar-free alternative. However, transitioning from an innovative start-up to a global brand did not come without challenges. waterdrop® experienced rapid growth—both online and offline—and needed to ensure that all processes and systems could keep pace with this expansion.

One challenge was creating a technological infrastructure that was not only reliable but also flexible enough to adapt to market demands and higher traffic numbers. Peak loads, such as those during key campaigns or Black Friday sales, repeatedly tested the limits of the existing technology. A key moment was when the founders of waterdrop® went on ‘Die Höhle der Löwen’ (German version of Dragon’s Den in the UK, or Shark Tank in the US)—a tv show for young entrepreneurs pitching their business models to a panel of investors convincing them to invest in their idea. waterdrop® was expecting traffic peaks of up to 40,000 visitors on the day their episode broadcasted, and migrated their ecommerce to Shopify, after other founders recommended them to do so. Later they would learn that when the episode on Die Höhle der Löwen aired, traffic peaks went up far more than expected up to 130,000 visitors, but as waterdrop® had migrated to Shopify, “nothing broke, the website was stable, and I’ve been a Shopify fan ever since.”, says Christoph Hermann, CPO and Co-Founder at waterdrop®.

Traffic peaks were not the only needs of waterdrop® though. As the company expanded and positioned itself as an international brand, it was crucial to meet local requirements—such as language, payment methods, and shipping options—while maintaining a consistent brand identity.

With the launch of its own stores and an expanding online presence, delivering a seamless customer experience became essential. The integration of online and offline data was crucial to providing personalized experiences and fostering customer loyalty.

Another significant challenge was communication. As a new and unfamiliar product, waterdrop® needed to clearly convey the value of its Microdrinks. The goal wasn’t just to drive purchases but also to inspire customers to embrace the company’s mission—drinking more water while reducing plastic waste. This required innovative marketing campaigns and a strong presence both online and in physical retail.

Solution: Scalability and Flexibility with Shopify

Waterdrop chose Shopify to build a robust foundation for rapid growth, seamlessly integrate its online and offline channels, establish a global presence, and engage with customers.

One of the key advantages was that Shopify simplified expansion into new markets. With Shopify Markets, Waterdrop® could quickly adapt its platform to local requirements—from payment methods and currencies to shipping solutions. This helped the company establish itself as a trusted brand in markets such as the USA, Australia, and Japan.

Additionally, the introduction of Shopify POS allowed Waterdrop® to integrate its online and offline sales channels, creating a unified customer experience. Be it shopping online through the Shopify store or in one of the 40+ physical stores, all channels were seamlessly connected. This integration provided centralized data analysis, enabling Waterdrop® to better understand and cater to customer needs.

As the company grew, high-revenue periods became more frequent. Shopify helped Waterdrop® handle peak traffic loads effortlessly, particularly during Black Friday and major product launches.

Shopify’s open architecture and powerful APIs allowed Waterdrop® to develop custom solutions tailored to its specific needs. The company created in-house apps to optimise the shopping experience and automate internal processes. This technical flexibility supported Waterdrop’s culture of innovation and allowed for rapid adaptation to new market demands.

Strategically, Shopify also helped Waterdrop® establish itself as a global brand. Shopify’s data analytics tools enabled Waterdrop to understand customer behavior in different regions and launch targeted marketing campaigns that resonated both online and in physical stores.

Results: Success in Numbers and Customer Satisfaction

Together, Waterdrop® and Shopify not only overcame operational challenges but also achieved remarkable results that highlight the company’s success. Today, Waterdrop® operates in over 30 countries and has established itself in key markets such as the USA, Japan, and Australia.

The company’s financial success is evident:

• Projected revenue for 2024: €140 million

• Average annual growth rate: 30-40%

Furthermore, Shopify’s integration allowed Waterdrop® to promote sustainability and a plastic-free lifestyle. The platform’s efficiency and scalability helped minimize the company’s ecological footprint while reaching millions of customers looking for sustainable alternatives.