Client
ABASK
Industry
Luxury Curated Goods
Goal
Custom wishlist app and global commerce platform
Delivered
Launched October 2022
Luxury Shopping Is Personal. The Tech Had to Match.
ABASK was founded by Tom Chapman, the original founder of MatchesFashion, to create a curated destination for rare, antique, and contemporary luxury goods from sources across the world. Every item has a story. The shopping experience had to reflect that.
Two problems needed solving at once. The first was international: ABASK needed to operate across borders from day one: multiple currencies, local tax handling, territory-specific content, and a single checkout that worked everywhere without managing separate stores.
The second was social: luxury customers don't always shop alone. They share finds with partners, build wish lists for occasions, and create mood boards for interiors or wardrobes. No native Shopify feature could do this. The platform needed to feel less like a store and more like a destination.
International by design. Personal by default.
01.
Shopify Markets Across 165 Territories
Implemented Shopify Markets with single sign-in for global customers, cross-border checkout, local tax handling, and territory-specific content controls. ABASK launched internationally without managing multiple stores or duplicating content.
02.
Custom Collaborative Wishlist App
Built a custom Shopify app that lets customers save products and editorial content, create shareable mood boards, and send wish lists directly to friends and family. Designed for discovery and collaboration, not just bookmarking.
03.
Social and Marketing Data Layer
The wishlist app feeds interaction data back into marketing: what customers are saving, sharing, and building mood boards around. This gives ABASK a richer signal for targeted campaigns than purchase history alone.
04.
Platform Architecture for Growth
Built on Shopify Plus with tech integrations and optimizations designed for a platform that expects to keep growing. Not a launch and leave. An architecture ABASK could build on as the brand and catalog expanded.
“The platform needed to feel less like a store and more like a destination. Every item has a story, and the experience had to reflect that from the moment a customer lands to the moment they share a find with someone they love.”
ABASK Team
Luxury Curated Goods Platform
