Shopify's case study says UK fitness-apparel brand BrainGain has served more than 100,000 customers across 30-plus countries. In its first year on Shopify Plus, GMV rose 45%, orders 35% and average order value 7.7%. It treats the UK and Europe as separate operating regions with their own inventory, currency, pricing and local payments, converting existing brand demand into cross-border orders. The earning mechanism is higher order volume and basket value, not traffic alone, while multi-warehouse routing and localized checkout reduce payment and fulfillment friction. Gross margin, ad spend and return rate are undisclosed; duties, fragmented stock, size returns and local compliance can still erode growth.