E-commerce

Steve Madden revamps global e-commerce ecosystem

Photo: Postmodern Studio - stock.adobe.com

March 20, 2025

Steve Madden, a fashion icon, has partnered with RunDTC and Contentstack to transform its global e-commerce ecosystem.

The brand built a future-fit, multi-brand solution for Shopify that resulted in a 16% conversion rate increase, according to a press release.

RunDTC is a digital e-commerce agency. Contentstack is a digital experience platform.

The digital transformation aims to reimagine the online shopping experience for customers by enabling localized content management while maintaining brand consistency across various regions. Additionally, it provides governance features that exceed those available in the standard Shopify platform.

The solution is running across three brands (Dolce Vita, Betsey Johnson, and Steve Madden) and 30 global sites.

"RunDTC's extensive experience in eCommerce, and their track record of working with large enterprise brands on Shopify, made them our first choice. They have been more than a service provider — they've been true partners," Jon Grigson, vice president of global technology and e-commerce at Steve Madden, said in the release.
Previously, local teams relied on independent Shopify admin instances, resulting in an inconsistent brand experience, subpar site performance, and the proliferation of over 260 apps across all sites.

"We delivered a centralized and streamlined global solution to eliminate the inefficiencies of managing thirty different Shopify sites," Paul Zaengle, CEO of RunDTC, said in the release. "By enabling local business teams to manage the content and shopping experience, but centralizing Shopify administration to a global technology team, we were able to create a cohesive brand experience as well as to significantly improve conversion and operational efficiency."

RunDTC developed a custom theme based on Shopify's liquid architecture, tailored for multi-brand expression. They also built a robust integration between Shopify and Contentstack on the market, allowing approved editors to manage nearly every aspect of the shopping experience by brand and region.

This approach combines the flexibility of composable content management with the simplicity of Shopify's liquid architecture, ensuring a seamless, easy-to-manage, business user experience.

"Welcoming Steve Madden to the tribe is an iconic moment for us," Neha Sampat, founder and CEO of Contentstack, said in the release.