Australian activewear brand boosts global e-commerce revenue by 85% YoY

“Our partnership with Global-e has proven to be instrumental to growing our e-commerce business. Within just a few months of launching we’ve seen a significant uplift in the volume of international orders and our revenues have been growing substantially across key markets. We couldn’t be more satisfied with the results.”

Lauren Cantwell,

Head of Marketing & Digital, Muscle Republic

Within only three months of partnering with Global-e, the brand saw substantial growth:

81% YoY Increase in international online orders
85% YoY Rise in conversion rates in the UK
101% YoY Growth in international online revenue from New Zealand

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The Challenge

Australian activewear brand Muscle Republic gained popularity for its high-quality fitness and lifestyle apparel. The brand recognised the opportunity to leverage its success further and generate new revenue streams by driving global online sales. However, the brand’s limited international online offering hindered its ability to sell to overseas audiences and maximise its global e-commerce potential.

Product pricing and payments were presented and accepted only in Australian Dollars, exposing international shoppers to unclear currency exchange rates and transaction fees. The payment methods offered online were limited to credit card and PayPal and the site did not support popular local and alternative payment options.

International shipping fees were high. In addition, Muscle Republic was unable to provide shoppers worldwide with the final purchase cost, including all duties and taxes, at checkout, exposing customers to unexpected fees upon order delivery.

Muscle Republic realized that to overcome these challenges and grow international conversions, it needed an experienced global e-commerce partner that could help the brand enhance the online buying journey for international shoppers in a simple, fast and cost-effective manner.

The Solution

To achieve its international e-commerce goals, Muscle Republic chose to partner with Global-e, the world’s leading platform to enable and accelerate global e-commerce growth.

By implementing Global-e’s native Shopify solution, Muscle Republic was able to deploy an end-to-end localised shopping journey to its website through a single integration process. The brand can now offer online shoppers in over 200 destinations worldwide an optimal experience that is tailored to their market and aligned with the brand’s business strategy. This includes:

Localised messaging — Customisable messaging for each market, promoting key marketing messages, such as free shipping over a specific threshold.
Local pricing in local currencies — Product pricing is set per market, in line with Muscle Republic’s business goals and rounded according to local market conventions. Over 100 currencies are supported
Guaranteed final cost of purchase — A flexible approach to duties and taxes based on best practices per market and capabilities that provide:
- Pricing inclusive of duties and taxes according to local market best practices, informing customers that no additional costs will be added at checkout or upon delivery,
- Prices inclusive of duties with taxes displayed and pre-paid at checkout,
- Calculation of all taxes and duties displayed at checkout and prepayment
Multiple shipping options at competitive rates — Free shipping above a specified threshold, set per market.
A wide range of local and alternative payment methods — Over 150 payment options are supported including the most popular methods in each market, such as Buy Now-Pay Later and digital wallets.
Easy and transparent returns — Including prepaid returns.

Global-e’s dedicated Success Manager works closely with Muscle Republic, providing local market insights and best practice recommendations based on big-data analysis of millions of transactions made via Global-e’s platform, per market and verticals. This helps the brand continually optimise its offering worldwide to drive further international growth and profitability.

“The key advantage to working with Global-e is their extensive experience in international e-commerce. The recommendations and insights they provide help us build our global online business strategy. We are now able to set the optimal offering and drive sales while maintaining our margins and increasing profitability.”

Lauren Cantwell,

Head of Marketing & Digital, Muscle Republic

The Results

Within only three months of partnering with Global-e and launching its renewed international website, Muscle Republic’s e-commerce sales grew significantly both in key markets and in markets that previously hadn’t seen many sales. The overall number of international online orders rose by 81% YoY and global e-commerce revenue grew by 85% YoY.

In the UK, one of the brand’s key international markets, where product prices are now presented in GBP and inclusive of the local VAT, conversion rates increased by a remarkable 85% YoY and the number of orders rose by over 190% YoY.

In Canada, another key market, conversion rates grew by an impressive 52% YoY. The brand can now allow shoppers in this market to browse and pay in Canadian Dollars. Prices are presented inclusive of duties, with provincial sales tax shown separately and charged at checkout, in accordance with market best practices.

New Zealand, which had already been a top-selling market, also saw a substantial uplift within just a few months of launching.