Chinese luxury lingerie brand AIMER has reported a sharp rise in international ecommerce performance following its switch to Shopify Plus, with notable improvements in customer engagement and internal tax compliance processes.
Historically, AIMER managed its international ecommerce through a custom-built website. However, maintaining compliance with region-specific tax requirements, and adapting the customer experience to fast-changing consumer behaviors, placed increasing pressure on internal teams. Tax compliance, in particular, was a manual and time-consuming process, with staff required to set up tax rules individually for each overseas market.
In March 2023, AIMER migrated to Shopify Plus in a bid to streamline its global operations. A key draw was Shopify Plus’s built-in Avalara integration, which enables real-time, automated tax calculation based on customer location. This eliminated the need for AIMER’s internal ecommerce team to manage tax rules manually for each market, reducing operational overhead and improving compliance accuracy.
" Shopify Plus's built-in Avalara tax automation feature helped AIMER automatically calculate tax costs based on the address of customers when selling in international markets. With this feature, Aimer no longer needed to manually set up tax rules for each country individually. Instead, Shopify Plus accurately calculated the tax for each order based on the latest tax rules of the target market and automatically added it to the final settlement page, making the actual tax cost clear to consumers."
Since the transition, AIMER has recorded a 105% increase in website visits within a single month, a 57% rise in conversion rates month-on-month, and a 62% uptick in average page duration. These gains suggest that the ability to localize front-end experiences and automate backend tax compliance has directly supported the brand’s global DTC ambitions.
Looking ahead, AIMER plans to implement Shopify’s point-of-sale (POS) system to support better inventory management and unify online and offline retail operations across international markets.
For finance and tax professionals, AIMER’s case underscores the growing importance of automation in supporting global ecommerce compliance and operational efficiency, particularly for businesses expanding into complex, multi-jurisdictional markets.
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