Shopify Plus · July 2025

SmilePen.comCustom Shopify apps and subscription commerce across multiple markets

Our role. Lead Shopify Developer

Project description.

SmilePen needed more than theme updates. They needed a scalable Shopify Plus setup that could support subscriptions, multiple markets, internal workflows, and continuous conversion testing.

EXTFOX built custom Shopify apps, integrated Recharge for subscription-based products, and set up multi-market storefront operations with translations and fulfillment services.

We also delivered Figma-to-Shopify implementation, checkout modifications, A/B testing, and internal tools to help the SmilePen team run day-to-day operations more efficiently.

“One custom app built by EXTFOX replaced five. It manages our discount tiers, runs 40% faster, and saved us $12K a year. We felt the difference!”

Skills and deliverables

Shopify PlusCustom App DevelopmentRecharge SubscriptionsMulti-Market SetupFigma to ShopifyCheckout ModificationsA/B TestingInternal Tools

Published on July 2025

Case study

The problem

SmilePen needed subscription commerce, market expansion, fulfillment coordination, and internal tooling without relying on a patchwork of disconnected apps and manual workflows.

The process

01
Built custom Shopify apps and integrated Recharge for subscription-based products.
02
Configured multi-market setup with translations and fulfillment service workflows.
03
Converted Figma designs into production-ready storefront and checkout experiences.
04
Ran A/B tests, checkout modifications, and internal tools for the SmilePen team.

Shopify development

AI & automation

Product development

SmilePen.comCustom Shopify apps and subscription commerce across multiple markets