Omnichannel Conversion Surge: Engineering Samsonite LATAM’s Unified Split Checkout
The Snapshot Box
Client
Samsonite Latin America
Industry
Enterprise Retail
Tech Stack
Shopify Plus, Shopify Functions (Delivery API), Checkout UI Extensions, 3rd-Party POS Middleware, Google Maps API.
Top 3 KPIs
Conversion: "Dramatic" increase in omnichannel sales.
UX Friction: 100% elimination of "Incompatible Fulfillment" transaction blocks.
Performance: Stabilized 3rd-party middleware latency via Seeed technical consulting.
The Challenge: The "Double Transaction" Friction
The Trigger:
Before our intervention, Samsonite LATAM customers were forced into an "Either/Or" scenario. If a user wanted a suitcase delivered to their home but wanted to pick up a travel accessory at a nearby store, Shopify would block the transaction entirely. The customer would have to place two separate orders, pay twice, and enter their data twice—a massive conversion killer.
The Barrier:
Shopify’s native fulfillment logic is designed for single-origin orders. Splitting an order required a "messy" real-time communication flow between the checkout, a 3rd-party POS middleware (hosting local store stock), and Shopify’s central warehouse inventory.
The Solution: The Split-Logic Architecture
1. The "Distance-Aware" Extension:
We built a Checkout UI Extension that requests the customer's address in real-time. This address is sent to the (now optimized) middleware, which returns a list of stores holding the items, sorted by proximity via the Google Maps API.
The "Proof Pack" (Before vs. After)
Metric | Legacy (Single-Origin) | Seeed Split Checkout |
|---|---|---|
Transaction Success | Blocked for mixed carts | 100% Success (Unified Order) |
Omnichannel UX | 2 Separate Orders/Payments | 1 Single Seamless Checkout |
Inventory Source | Shopify Only | Hybrid (Shopify + Store POS) |
Middleware Latency | High/Unstable (Prior to Seeed) | Optimized for Checkout Speed |
The Result: Frictionless Omnichannel Growth
By forcing the system to support the customer's preferred way of shopping, Samsonite LATAM saw a dramatic jump in conversion rates. We turned a technical "mess" of 3rd-party latency and rigid platform limits into a smooth, 2026-ready omnichannel experience.
"We didn't just write code; we fixed a broken ecosystem. By consulting the middleware provider and using Shopify Functions to split the fulfillment logic, we gave Samsonite a competitive edge that few enterprise retailers in LATAM can match."
— Seeed Architectural Team
