Founded in 2018, Branch Furniture set out to fix a broken market where customers had to choose between expensive premium products with long wait times, or affordable but disposable items. Branch solved this problem by streamlining their supply chain to deliver ergonomic, durable workspace solutions to nearly half a million customers—without the steep markups or long waits that plague the industry.
As Branch expanded across B2B and DTC channels, their infrastructure needs grew more complex. That’s when Branch turned to Shopify to transform their checkout using Shopify Extensions—a collection of app-based customizations that can add features and functionality across the entire stack, including checkout.
Since customizing checkout with Shopify Extensions in April 2024, Branch has already achieved:
- 20 hours saved per month in development and maintenance time
- 25% year-over-year sales growth
- 9 percentage point increase in checkout completion rate
Challenge: when growth outpaces technical resources
As Branch grew to serve both B2B and DTC customers, their discount and promotional strategies became increasingly sophisticated—and increasingly difficult to manage using Liquid-based customizations. Every new pricing rule or promotional offer meant days of developer time spent deep in code.
The technical complexity created a bottleneck that went beyond just implementation time. Each new rule or offer required a developer to rewrite Liquid code and run extensive QA, slowing campaigns and tying up resources. The marketing team struggled to move fast, and the risk of breaking the checkout experience was always present.
Branch needed a way to manage complex discounts and policies without burning developer hours or risking checkout stability.
Solution: app-based customizations that scale
Branch turned to Shopify Extensions to transform their discount management from a developer bottleneck into a self-serve marketing tool. These app-based solutions allowed their team to create sophisticated checkout customizations and complex discount rules without writing custom code.
“We built our very own discount super app using Shopify Extensions. Now a marketing stakeholder can edit discounts for sales and get them up and running. Before, it would be a developer deep in that Ruby script making those updates.”
— Sib Mahapatra, Co‑founder, Branch Furniture
Beyond eliminating the developer dependency, extensions in checkout gave Branch access to Shopify’s reliable infrastructure and automatic updates—freeing up valuable time and removing the constant maintenance overhead.
Branch also used Shopify Extensions to tackle the trust barriers that come with high-value furniture purchases. They added critical customizations throughout their checkout, including:
- Trust badges highlighting their 5‑star rating
- Clear policy information about returns and warranties
- Product-specific customer reviews
- Location-specific compliance messaging
This combination of trust-building elements and operational improvements meant Branch could serve their diverse customer base with sophisticated pricing while maintaining a checkout that actually converted.
Results: Faster launches, more sales, and less development overhead
What began as a technical solution has evolved into a new operating philosophy that permeates Branch’s entire organization.
“The time and resources we’ve reclaimed have been transformative. Instead of maintaining custom code, our team can focus on work that directly impacts customer experience.”
— Sib Mahapatra, Co‑founder, Branch Furniture
With their discount management streamlined and technical resources freed up, Branch is now focused on expanding their B2B business and optimizing multi-channel experiences. Thanks to Shopify Extensions, Branch can continue to scale their business without worrying about developer overhead.
For Lead Developer at Branch, Alex Schneck, who had experience with multiple ecommerce platforms, the difference was clear.
“I’ve worked with BigCommerce, I’ve worked with Magento, and I’ve worked with Shopify...nothing compares to Shopify.”
Branch’s experience shows what’s possible when you put powerful tools in the hands of the people closest to your customers.