Case study · Multi-reseller commerce
ETravelSIM — multi-reseller commerce on Shopify.
One Shopify store, many independent international resellers — each with their own pricing, branding, and auth. Fronted by Cloudflare Workers, backed by KV for entitlements, and onboardable without an engineer in the loop.
Screenshots coming soon
The problem
A single Shopify storefront had to serve many independent international resellers. Each reseller needed their own pricing, surface, and authenticated catalog — without forking the theme per reseller, and without putting the Shopify team on the critical path every time a new reseller joined.
What I built
- Cloudflare Worker middleware — routes reseller traffic, rewrites pricing surfaces, and enforces entitlements before Shopify ever sees the request.
- KV-backed reseller auth — keys, sessions, and entitlement lookups live at the edge so auth never adds a round-trip to the origin.
- Custom Dawn sections — reseller-specific UI blocks that the same theme can render conditionally, instead of one theme fork per merchant.
- Self-serve onboarding — a flow that gets a new international reseller live without code changes, manual provisioning, or engineering involvement.
The outcome
New resellers onboard themselves; the same Shopify store now serves multiple independent merchants without forking the theme. Final outcome numbers will be added once the client team signs off.