Twinkly

Background

Twinkly is an Italian brand that has revolutionized the smart lighting decoration sector, bringing innovative connected, app-based solutions compatible with home automation systems to the market.
Already recognized internationally, the brand needed to structure its global online sales, maintaining an integrated and centralized approach while remaining flexible enough to meet business needs in different markets.

Objectives

– Integrate multiple business entities into a single Shopify Plus project without fragmenting brand management.
– Expand international presence with a scalable model compliant with local regulations.
– Reduce time-to-market by optimizing order management, logistics, and customer care processes.
– Ensure economic sustainability through an efficient model for managing returns and shipping.
– Optimize processes by outsourcing online order management

Strategies and tools

For Twinkly, Calicantus operates as an Ecommerce Service Provider that manages daily sales and processes orders with the necessary anti-fraud checks, acting as an intermediary between the brand and the end customer.
A significant feature of the project is that, alongside our role as Merchant of Record (MoR) for the EMEA market, a second business entity, PowerPlay—a US-based company and Twinkly’s MoR partner for the American market—coexists on the same Shopify Plus project.

The platform chosen for the project is Shopify Plus, managed directly by Twinkly, which serves as the technological foundation for international growth. Sales cover a wide geographical area: from Italy to major EU/EEA countries (including Germany, France, Spain, and the Netherlands), to non-European markets such as Switzerland and the United Kingdom, as well as numerous countries in Eastern Europe and the Balkans.

To ensure maximum efficiency, the payment gateway used is Shopify Payments, while logistics are centralized at Calicantus, with shipments handled by TNT for Italy and FedEx for Europe and non-EU countries.

Customer care is structured on two levels: a first filter managed by Twinkly and a second level of support provided by Calicantus through OMS forms and ticketing systems. Particular attention has been paid to returns management with a differentiated model: the right of withdrawal remains the responsibility of the buyer; in case of defects, a coupon is issued for a new free order (with the customer handling disposal independently); while for incorrect items, the return is organized and supported directly by the brand.

This integrated approach has made it possible to maintain consistency in the customer experience, operational efficiency, and economic sustainability, despite operating across very diverse markets.