Disfrazzes sells costumes, accessories, and party decorations online from Ibi, a town in Alicante known for its toy industry. Juanvi García Belda and Encarni founded the business in 2007. They started by buying a handful of costumes to resell and saw from the outset that online was where they could grow. Today Disfrazzes runs online stores in six countries, ships to more than 15, and has built a seven-figure digital business from a catalogue of more than 30,000 products.
In September 2026, the company moved from its own in-house platform to Shopify, just in time for Halloween, the start of a season that runs through Christmas and Three Kings’ Day to Carnival. Six weeks after launch, the results are already showing.
- Grew its conversion rate by 60% over the past 30 days, compared with last year.
- Moved more than 30,000 products to Shopify, with all their tags and product relationships, on schedule and before its Halloween campaign.
- Runs its online stores for six countries from a single Shopify store.
The challenge: a custom platform that couldn’t scale
When Carlos Muñoz joined Disfrazzes as chief digital officer, responsible for digital strategy, sales, and channels, the business ran on a platform built in-house. For a digitally native company, where the online store is effectively the business, that was a real constraint. On arrival, Muñoz set out his diagnosis:
“Right now, with our own in-house build, I think what we have structurally in technology is more of a handicap than a help, mostly because we’re totally dependent on the internal team,” he said.
Growth made the problem worse. Every internal request ended up as a change to the website, and even simple updates were slow. To launch a two-for-one offer on costumes, the team had to send the request, wait for the banner to be changed, and wait again for the cache to refresh. The offer wouldn’t be live until the next day. “Until now, the more we grew, the more human time it took to keep the store evolving,” Muñoz said.
What he needed was the opposite: a platform that would let Disfrazzes scale with the same people and the same time, without worrying about doubling, tripling, or quadrupling its catalogue, stores, or countries. Replacing the technology became one of the first priorities in his strategic plan.
The solution: a standardised platform and an engineering partner
With more than 10 years in the sector, Muñoz didn’t compare other platforms. As head of ecommerce at D.Franklin, another Shopify brand, he had already seen what it could do. He wanted Disfrazzes to benefit from a platform that keeps evolving on its own, so the team could put its energy into the business.
“We don’t need in-house training or to be writing code. We let you [Shopify], the people working on the product, keep evolving it, and we simply benefit from that and focus on selling, which is what we’re here to do,” he said.
To lead the migration, Disfrazzes chose Nitsnets, an Alicante-based web engineering agency. Beyond the storefront, the project needed senior engineers who could understand everything that had been custom built, including how the site connected to the company’s enterprise resource planning (ERP) system, and move it into a more rigid, standardised environment. Timing was the other challenge. The quiet months between March and September were the only window to go live. By mid-September, the Halloween campaign begins and the business starts playing for real.
They delivered on deadlines, on deliverables, on efficiency, on everything.
In Muñoz’s experience of previous migrations, hitting a deadline with so few loose ends left to fix is rare. The part that took longest was the catalogue. Each of the 30,000 products carries tags for theme, celebration, age, colour, and even how scary it is. Products are also linked to one another. A clown costume for men connects to the same costume for women, boys, and girls, because costumes are often bought for a group or a whole family. And every costume shows its matching accessories underneath, since the photo often includes items that don’t come in the bag. With that mapping done, the team can now reorganise the catalogue by celebration or theme for each season.
For a team used to custom builds, working within a standard platform takes adjustment. For Muñoz, though, that trade-off is a plus: fewer options make the work simpler and help the team know where to focus. The internal team remains in place, but he wants its time spent on work that adds more value, not on changes that don’t improve results. Where a requirement really matters, Nitsnets builds a custom solution.
The result: higher conversion and same-day decisions
Over the past 30 days, Disfrazzes’s conversion rate has grown by 60% compared with last year. There will be many reasons behind that, Muñoz accepts, but he’s sure technology is one of them. “Shopify’s pitch about its checkout seems to hold true,” he said.
The timing matters. From Halloween to Carnival, through Christmas and Three Kings’ Day, is the stretch that decides the company’s year. On its busiest days, up to 5,000 orders leave the warehouse, especially on Mondays. With such sharp peaks and such quiet months in between, Muñoz needed to scale without managing extra teams.
During those campaigns, the team follows the data daily and can now change any part of the website in seconds, instead of waiting until the next day. Those changes no longer go through IT: the sales team makes them directly, with help from Sidekick, Shopify’s AI assistant, even for tasks covered in a Nitsnets training session weeks earlier. For Muñoz, that ability to act on the same day is also part of the conversion improvement. The time saved is clear to the team, though not yet measured.
If someone on the team wants to do something and doesn’t remember or doesn’t know how… Sidekick does it for them.
The launch itself went smoothly: working with its SEO agency, Disfrazzes kept the usual post-migration dip in search traffic minimal. With Shopify Markets, it manages all six country stores as one, and next financial year it plans to launch translated stores for more countries. Shopify POS is also on the way for its physical store next to the warehouse.
The next step is Shopify Flow, starting with stock alerts. “We rely a lot on product immediacy. A group might place a big order today and sell out a product, and I have to reorder from the supplier,” Muñoz said.