How Tony’s Chocolonely optimized ecommerce with Shopify
Martijn Wijsmuller (co-founder of Ask Phill) and Mark Howard (Head of Digital & Ecommerce at Tony’s Chocolonely) will discuss the brand's transition from a custom-built ecommerce platform to a unified, scalable Shopify system.
Migration Recap
Tony’s previous tech stack became difficult to scale and maintain. The decision to migrate was driven by the need for better flexibility and performance. Shopify stood out as the ideal choice, offering out-of-the-box capabilities to support Tony’s needs while allowing room for customization. Key requirements included seamless integration across B2B, B2C, and D2C sales channels, along with a user-friendly backend.
Solution & Implementation: Unified Commerce
The idea of unified commerce was central to Tony’s vision, integrating all customer touchpoints into one centralized platform. This approach allowed Tony’s to merge B2B, B2C, and B2R models and provided a seamless, real-time customer experience. Shopify played a key role in supporting this integration, allowing the brand to scale, adapt, and streamline workflows. Mark highlights how the migration improved their ability to test, iterate, and launch campaigns quickly.
Results and Looking Ahead
Post-migration, Tony’s saw improvements in site speed, global reach, and conversion rates, alongside a reduction in total cost of ownership. Operational efficiency also improved, with better performance from tools like the PBI and Wrapper Creator. Looking forward, Tony’s plans to continue innovating on Shopify’s scalable platform, which will support their ongoing growth.
Final Thoughts
Martijn will ask Mark for advice for brands still on legacy systems. Mark encouraged them to consider Shopify for its ability to support long-term growth and innovation, aligning with Tony’s mission of positive industry change.
Mark Howard
Mark Howard is Head of Digital & E-commerce at Tony’s Chocolonely, the Dutch impact company on a mission to make all chocolate 100% slave-free. In his role, Mark is responsible for driving Tony’s global digital strategy and accelerating ecommerce growth across key markets.
With a background in digital marketing, ecommerce, and D2C business models, Mark brings a wealth of experience in building strong online brand experiences and scaling digital channels. At Tony’s, he focuses on creating meaningful connections with consumers through digital platforms while supporting the company’s broader mission for social impact and supply chain transparency.
At Emerce Live, Mark will share how Tony’s combines purpose-driven storytelling with smart digital strategies to grow its ecommerce presence, engage customers, and inspire change in the chocolate industry.
