Wacom eStore

Wacom equips creators, educators, and teams around the world. The eStore serves more than forty locales, each with its own legal requirements, payment rules, and content variations. The site has to feel simple in every market and steady for the team that runs it.

Wacom asked SwiftOtter to steady the foundation and improve the moments customers feel most. We upgraded Adobe Commerce with code health as a first priority, rebuilt checkout into a single clear page, organized international SEO so regional stores are easier to find, expanded reach with retail pickup, and supported an ERP connector upgrade. The result is a calmer buying experience and a platform the team can carry forward with confidence.

The Challenge

Global stores that needed clarity, consistency, and a calmer checkout

Wacom’s eStore serves creators in more than forty locales. Each market brings its own legal requirements, payment methods, and subtle content differences. Over years of growth, well-intended customizations piled up. Releases felt risky, upgrades took too long, and small changes could ripple in unexpected ways.

Customers were feeling the weight too. The checkout flow had been extended and reworked many times, which made a simple purchase feel busier than it should. In search, multiple English storefronts competed with one another. Signals were inconsistent, so engines struggled to know which page to rank for which region.

Wacom asked for a partner who could steady the platform without slowing the business. The goals were clear, restore confidence in upgrades, give every market a straightforward path to purchase, lift international discoverability, and support growth initiatives like retail pickup and cleaner ERP connectivity.

The Vision

Design the experience around how people actually buy, fast, focused, and respectful of regional rules. For shoppers, that meant a single page checkout that carries them from address to payment to confirmation without detours, while still honoring required steps by country. For search, it meant a structure that lets each locale speak for itself, with canonicals and hreflang used consistently so the right store appears for the right audience.

For the team, the vision centered on stability and speed at the same time. Upgrades should be predictable. Code should be easier to maintain. Data should flow cleanly between the storefront and the back office so pricing, products, and orders stay in sync. The platform should also be flexible enough to extend reach through a retail pickup partner and to evolve the ERP connector without rework.

The north star was simple, a global storefront that feels effortless for customers and dependable for the people who run it, so Wacom can focus on the optimizations that move the business rather than wrestling the platform.

The Solution

We treated the Wacom website upgrade as a chance to improve maintainability. The SwiftOtter team audited modules, mapped dependencies, and removed large sections of code that added risk without adding value. With the noise gone, the upgrade moved faster than previous cycles and performance improved. Handover into hypercare was quiet, which is exactly how it should be.

International SEO was organized at scale. We implemented a clean HTML and canonical strategy, rebuilt internal rules that had drifted over time, and retired legacy redirects that confused crawlers. Regional stores now send consistent signals and are easier to discover, which led to higher impressions and clicks.

To support buy online, pick up in store with a major retail partner, we adapted site flows and checkout so orders can be reserved near the shopper. This expanded same day pickup availability and boosted U.S. sales capacity without disrupting existing operations.

Project highlights

Platform upgrade and code health

An aging version created security and upgrade concerns across a complex, global setup. We analyzed each module, removed tens of thousands of lines that no longer served the storefront, and delivered a successful launch with a notable performance improvement. The codebase is cleaner and the next upgrade will be kinder.

One page checkout under a tight deadline

The checkout had become a Frankenstein of past decisions and needed a full rethink before the holiday season. We deconstructed dependencies, planned every detail, and rebuilt the experience into one page. Delivery met specifications, time, and budget, with a smooth hypercare period.

Global SEO that scales

Regional stores are customized for over forty locales, many in English with small differences. We implemented a consistent hreflang and canonical approach and rebuilt internal rules. Results followed, a 75 percent increase in clicks and a 77 percent increase in impressions.

Retail pickup integration

Wacom selected a major U.S. retailer for buy online, pick up in store. We adapted the website, including checkout, to provide a seamless connection. The outcome was a significant boost to U.S. sales capacity.

ERP connector modernization

We assisted in modernizing the Adobe Commerce to Boomi to SAP path. Cleaner synchronization supports pricing and order accuracy and reduces friction for future features.

The Results

Customers feel the difference first. Checkout is one clear page that respects local requirements without adding noise, so purchases finish with less effort and more confidence. Regional stores are easier to find for the queries that matter, which brings more qualified visitors to the right locale. The team spends less time on availability questions and more time helping people get every detail right. Retail pickup adds a convenient way to get products the same day, which meets real-world expectations without complicating the path to purchase.

The Wacom team feels it too. The upgrade work removed fragile code and returned stability to operations, so ongoing releases are lighter and more predictable. Search signals are organized across locales, which makes content changes safer and reporting clearer. With the foundation steady, Wacom can focus on the optimizations that move the business instead of wrestling platform debt.

Together these changes turn a complex purchase into a clear, supportive experience and give the team a platform they can trust as needs evolve.