Most brands move onto an enterprise ecommerce platform like Shopify or WooCommerce because they've outgrown what they had.

The migration gets planned around a handful of headline problems (checkout speed, catalogue size, traffic spikes) and once those are solved, the project is marked complete.

But wait! The trouble is that an enterprise platform isn't really one upgrade. It's a toolkit. All too often, most of that toolkit goes untouched, because nobody budgeted time to explore it once the "must fix" list was ticked off. 

Luckily, the team here at Imaginaire are here to help. 

In this post, we’ll explain some of the most underused ecommerce features so that you can make the most of what your platform has to offer. 

Checkout customisation beyond the basics

If your ecommerce sales have stopped growing, there is often a major reason why. There's not a better place to start looking than your checkout.

Enterprise checkouts are usually treated as a fixed thing you migrate onto, not something you keep shaping.

Brands running the same checkout config a year after go live are almost always leaving conversion on the table. This is one of the first things we audit when we pick up an account: not whether checkout works, but whether it's been touched since launch.

Native automation and workflow tools

Most enterprise platforms include a rules engine of some kind. Shopify Plus has Shopify Flow built in for exactly this: automations that can flag high-value orders, apply tags, sync data between systems, trigger notifications, adjust inventory logic. It's usually there from day one. It's also usually ignored, because it's not part of the "get live" checklist and nobody owns it afterwards.

The brands getting real value from this layer treat it as a standing part of operations, not a one-off setup task. It's worth an audit every quarter: what manual process is a team still doing by hand that the platform could already be doing for them.

B2B and wholesale functionality

A lot of enterprise platforms now ship with genuine B2B capability.

Shopify Plus's B2B feature set covers company accounts, negotiated pricing, quote workflows and self-serve reordering natively, on the same storefront as DTC. Brands that came from a DTC background often don't know it's there, or assume it needs a separate system entirely.

For brands running blended B2B and DTC operations, or B2B brands considering ecommerce for the first time, this is frequently the single biggest gap between what they're paying for and what they're using.

Multi-currency and market-specific storefronts

International selling is normally bolted on with a currency converter and a shipping rule, when the platform itself often supports proper localised storefronts.

Shopify Markets, for instance, allows different pricing strategies by market, local payment methods, region-specific catalogues and promotions, all from a single admin.

Brands expanding internationally without using this end up with a single storefront trying to serve every market equally well, which usually means serving none of them particularly well.

Subscription and repeat-purchase infrastructure

Recurring revenue tooling is increasingly native or near-native.

On Shopify Plus, apps like Recharge or Skio plug directly into the platform's subscription APIs rather than sitting bolted on the side, but it's typically the first thing left out of a migration scope because it feels like a "phase two" project.

For brands with genuinely repeatable products, that's a missed window: subscription infrastructure is far easier to build in from early on than to retrofit once customer habits and reporting are already set up around one-off purchases.

Why this happens

None of this is really a platform problem. It's a resourcing problem.

Migrations get scoped around a fixed list of requirements, the build gets signed off and the team that would explore the rest of the toolkit moves on to the next project. Nobody's job is "come back in six months and see what else this platform can do."

That's the gap we work in with clients day to day: not just getting a build live, but treating an enterprise platform as something to keep developing against, not a project with an end date. If you're not sure how much of your own platform is sitting unused, it's worth an audit. It's usually a shorter conversation than people expect and the answer is rarely "you're using everything."

Maximise the potential of your online store with our ecommerce agency services 

As a business owner, it can feel difficult to manage your ecommerce site alone, let alone know whether or not you are getting the most out of your platform features. 

As a Shopify Plus partner, our growth retainers are built around exactly this ongoing work, auditing what's already in your platform, prioritising what to switch on next and building out the features that get left behind at launch.

If you're not sure how much of your own platform is sitting unused, get in touch for a platform audit.