JTB

A Shopify storefront for a travel brand selling experiences across markets, currencies, and languages

2024Travel & Tourism

The brief

JTB sells the hardest product to put in a cart: a trip that hasn't happened yet. We designed and built a Shopify store that makes experiences buyable — custom templates that turn itineraries into product pages, a large catalog held in order by search and filtering, and a multi-market foundation that sells the same journey in the customer's own currency and language.

+36%

Conversion rate after relaunch

2.3x

Experiences viewed per visit

+49%

Cross-border orders

The storefront

The destination does the selling

Travel is bought on imagery, so the storefront leads with the places themselves: destination photography given the full frame, an editorial pace that feels like browsing a travel magazine, and a large catalog of experiences kept legible underneath. Search and filtering carve the range by destination and kind of day, and the path from wanderlust to booking stays short.

The craft

An itinerary you can add to cart

Each experience gets a custom template that answers what a traveler actually asks: what happens, what's included, where it starts, and what to bring — education woven in where the uncertainty lives. Options handle dates and group sizes without friction, and bundles pair experiences into full days. The page reads like a plan, and buying it feels like locking one in.

In hand

Planned from the departure lounge

Trips get planned on phones — on commutes, in cafés, sometimes already at the airport. The mobile store keeps up: destination imagery that lands full-width, filters that find the right experience in a few taps, and product pages that answer the practical questions at reading speed. Wherever the traveler is, the next plan is a pocket away.

The store in hand

01 / 12

The system

One brand, every market

Selling across markets usually splinters a brand into mismatched storefronts. JTB's system holds: one visual register, one catalog architecture, and market-aware pricing and language underneath — so a customer in Bangkok and one in Singapore meet the same brand with their own numbers. The store scales by market without ever redesigning itself.

Across the store

01 / 12

“Selling experiences online across markets used to mean a different site for every country. Now it's one store that speaks every customer's language — including the currency.”

FounderJTB

Where it landed

JTB now sells its experiences from a storefront built for distance: itineraries read like plans, the catalog stays ordered across a growing range, and every market buys in its own currency without leaving the brand. The team runs new experiences and content themselves, and the store carries the journey from daydream to booked.

Services

Ecommerce strategy & discoveryShopify store designTheme developmentConversion rate optimization (CRO)International markets

Features

SubscriptionsCustom product templatesSearch & filteringProduct optionsEditorial storefrontBundlesBlogMulti-currencyMulti-marketLarge catalogEducation contentReviewsAbout us

Stack