Liverpool FC: A Global Football Icon
Established in 1892, Liverpool FC stands as one of the world's premier football clubs, with 20 League titles, 6 UEFA Champions League wins, and a devoted international following. Off the field, the club extends its heritage via official merchandise, including jerseys, accessories, and collectibles. Aiming to connect fans and foster pride, Liverpool FC explores growth in regions where football passion intersects with e-commerce opportunities.
Thailand, home to over 70 million people and a strong football culture, is a key Southeast Asian market. Per PCMI, Thailand's e-commerce sector hit $38.5 billion in 2024 and is expected to reach $58.5 billion by 2027, growing at a 15% CAGR. Football is central to Thai entertainment, with substantial support for English teams like Liverpool FC. Seizing this, Liverpool FC teamed up with Tapita to create a Thailand-specific online store on Shopify, offering a tailored optimized website, efficient shopping experience linked to SuperSport Thailand's main system.
The Challenge: Entering Thailand’s Market
Market Opportunities and Consumer Demands in Thailand
- Liverpool FC Thailand rivaled Nike, Adidas, and locals, needing a bold, Thai-aligned site.
- 70% of shoppers use mobiles, requiring fast, intuitive mobile designs.
- Fans seek transparent tracking and integrations for trust and repeats.
Integration Challenges with SuperSport Thailand's Systems
- Key hurdle: Linking site to SuperSport for product, inventory, order management.
- Needed real-time sync: SuperSport updates auto-reflect on store.
- Orders from the store push instantly to SuperSport, reducing delays.
Shopify APIs enabled easy interface, app support, SEO/Core Web Vitals boosts.
Advanced Jersey Personalization Obstacles
- Challenge: POD for jerseys with custom names, numbers, badges via heat-press.
- Each element needed separate pricing/stock tracking for accuracy.
- Previews handled image-based fonts without native color support, complicating visuals.
Tapita’s Solution: Creating a Tailored Shopify Store
Strategic Partnership with Tapita
Liverpool FC needed a collaborator for a high-performing, localized e-commerce site with seamless SuperSport integration and advanced customization. That’s why they partnered with Tapita, with 10+ years helping over 30,000 Shopify merchants globally. Beyond store building, Tapita offered strategic plans and suggested providers like Teeinblue for personalization, plus apps such as PageFly, Kiwi Size Chart, Judge.me, and Klaviyo. This comprehensive strategy delivered a custom fit for performance, culture, fan interaction, and operations.
Performance Optimization from the Start
Tapita made performance central to the site. From design, the team refined architecture, cutting load times via asset compression, efficient rendering, and device responsiveness. Core Web Vitals were tracked for smooth experiences. Product pages loaded quickly without excess scripts, while collection pages had clean URLs and optimized links for navigation and SEO. Meta tags and descriptions improved Google visibility, where 65% of Thai shopping starts with searches.
In development, a Klaviyo app hack caused 10 customer creation requests per second, straining the system. Tapita fixed it by switching to Shopify's built-in forms, removing the risk and ensuring secure, steady operation.
Localization for Thailand
Tapita researched local culture and habits to connect with Thai buyers. The site prioritizes Thai, with English secondary for internationals. Mobile focus ensured seamless use, as 80% of Thailand's e-commerce sales are mobile. The design features a bold, football-themed look with intuitive setup, building fan bonds and matching Liverpool FC's spirited image.
Hero Banner: Grabbing Fan Interest
Tapita built a Hero Banner for instant appeal. It allows flexible image, video, and promo setups, optimized for desktop and mobile with under-2-second loads and fluid transitions. Admins update via Shopify for launches or highlights. Baymard Institute notes dynamic hero banners can lift click-through rates by up to 20%, boosting engagement and sales through the club's vibrant display.
Mini Banner Slider: Simplified Product Browsing
The Mini Banner Slider uses an intuitive slider for exploring categories like home jerseys, home kits, or accessories without reloads. It's speed-optimized with compressed images and responsive design. Admins adjust order or add collections like “Commemorative Kits” or “Fan Gear.” Shopify data shows collection sliders can increase time on site by 15%, raising conversions via easier discovery.
Product Tab: Boosting Product Exploration
Product Tabs show items in categories via sliders, with tabs for jerseys, accessories, or memorabilia aiding related-item browsing. Unique URLs aid SEO, and cross-selling suggests complements like scarves with jerseys. This can raise average order value (AOV) by 10-12% through related promotions, helping fans find gear fast and increasing sales.
Product Listing Page: Streamlined Sorting and Filtering
- Tapita designed the Product Listing Page (PLP) to help Liverpool FC Thailand fans quickly find and buy their favorite merchandise, reducing bounce rates common in busy Shopify stores.
- Sorting Options: Fans can sort by relevance (for tailored suggestions), newness (to catch latest jerseys), price low-to-high, or high-to-low—sticky at top right for easy access during scrolling.
- Advanced Filtering: Sticky left sidebar lets users filter by price, size, categories, attributes, color, and collections, with item counts shown for each option.
- Result: Higher engagement, more time on site, and stronger conversions—delivering the fast, frustration-free browsing Shopify merchants need for growth.
Track An Order: Tapita’s Custom Feature
Tapita created a Track An Order tool for clear purchase monitoring. Fans input order numbers for real-time status like “Processing,” “Packaged,” or “Shipped” on a user-friendly, mobile-optimized interface. Fans highlight benefits: instant updates provide reassurance, especially in delivery-heavy markets like Thailand. It reduced order status inquiries by 25-30%, letting Liverpool FC Thailand's team focus on growth.
This builds trust in Thailand's reliability-focused market.
Data Sync with SuperSport Thailand
Essential was linking to SuperSport's system for product, stock, and order management. Tapita built a custom app for two-way sync: SuperSport changes auto-update the store, and store orders push to SuperSport instantly. This prevents overselling, boosts efficiency, and uses Shopify APIs for smooth operations.
This also simplifies workflows: 40% faster processing via Shopify APIs, saving teams for strategic tasks like fan outreach.
Collaboration with Teeinblue: Advanced POD Customization
Liverpool FC’s Thailand looking to offer high-quality, club-authentic personalization (especially for POD products like jerseys) often need the best product customizer app to deliver a seamless fan experience. Tapita guided Liverpool FC Thailand on personalization, recommending Teeinblue, a professional product personalizer company. Liverpool FC uses unique letterpress printing, so Teeinblue and Tapita collaborated on tweaks.
- Official Liverpool-Branded Fonts: Teeinblue integrated authentic Liverpool fonts, enabling buyers to add names in the club’s true style—complete with predefined colors for perfect, consistent branding.
- Localized Personalization for Thai Fans: Teeinblue delivered a fully localized experience with intuitive, step-by-step forms that guide Thai fans confidently through every customization choice.
- Add-On Charge Per Input: Teeinblue implemented clear pricing for each additional letter or number, so fans customize with full confidence and no surprise costs.
- Smart Pricing with Intelligent Add-On Charges: Every extra letter or number shows upfront costs, with smart default selections as an ideal starting point and easy options for adjustments.
- Controlled Input Limits: Teeinblue added character restrictions to keep configurations manageable while ensuring all designs stay perfectly aligned with Liverpool’s official standards.
Shopify indicates personalization can boost AOV by 15-20% and retention, appealing to Thai fans seeking unique items. Tapita's input realized Liverpool FC's POD vision, differentiating in Thailand.
Integrated App Ecosystem
Tapita added Shopify apps for enhanced features:
- PageFly Page Builder: For custom storytelling or promo pages.
- Kiwi Size Chart & Recommender: Sizing guides and suggestions to lower returns.
- Judge.me Reviews: Customer feedback for trust-building.
- Klaviyo Email & SMS: Automated promotions and updates for retention. Post-hack, integrated securely with Shopify forms.
Results: A Winning Platform
Tapita's expertise shone: Launch day conversion rate hit 5.84%. AOV jumped 141% from August to September 2025. Revenue per visitor rose 86% in two months.
The site launched with top performance, under-2-second loads for seamless use and passed all the Core Web Vitals, with Google PageSpeed Insights scores below.
These gains stem from fan-centric features—engagement via UI, trust through tracking/sync, value from personalization. Liverpool FC and fans lauded the speed, design, and options.
Conclusion: A Total Win
Tapita's role in Liverpool FC's Thailand store created a game-changing e-commerce site. Through dynamic interfaces, a custom sync app with SuperSport, Klaviyo resolution via native forms, and Teeinblue POD with custom fonts, free-text, and stock components, Tapita solved all issues precisely. Backed by apps like PageFly, Kiwi, Judge.me, and Klaviyo, it serves Thai fans and supports Southeast Asian growth.
Ready for a strong online store? Reach out to Tapita to launch your digital path!