Brain Sleep Enhances E-commerce Operations via Shopify Plus Migration and AI Integration

Shopify Japan, the Japanese subsidiary of global commerce leader Shopify, announced that Brain Sleep, a company specializing in sleep science, has achieved significant operational improvements. By migrating to Shopify Plus and leveraging AI tools, Brain Sleep increased its campaign and site improvement execution speed by 2.5 times, saw a 250% year-on-year increase in gift orders, and reduced operational and development costs by 25%. Since its founding in 2019, Brain Sleep has operated a D2C business involving bedding, sleep tracking devices, and related services. As the business expanded, the previous e-commerce system required long development processes and internal approvals for every feature addition, making it difficult to execute and verify new initiatives quickly. There were also challenges in handling traffic spikes during high-demand periods, leading to access restrictions and lost sales opportunities. To address these issues, Brain Sleep migrated to Shopify Plus in 2024. This ensured a stable infrastructure and a flexible operational environment, allowing for rapid execution and verification of campaigns and site improvements without relying on custom development. After the migration, the company utilized Shopify's AI assistant 'Sidekick' and automation tool 'Shopify Flow'. AI-driven data analysis enables decision-making based on sales performance and trends, which is used to optimize promotion timing and product placement. For example, AI is used in specific operations, such as determining the timing for switching seasonal products based on past sales data. Furthermore, tasks such as creating customer segments and executing campaigns have been automated, allowing staff without specialized knowledge to set up and manage operations. These initiatives have improved operational efficiency and business results while reducing reliance on engineers. This case study highlights the growing importance of AI in e-commerce operations. Michio Baba, Country Manager of Shopify Japan, stated: 'AI enables real-time data analysis and continuous improvement, transforming how commerce teams work. At Brain Sleep, this led to a 2.5x increase in campaign execution speed, a 250% year-on-year increase in gift orders, and a 25% cost reduction. Shopify will continue to provide features that support merchant growth while adapting to evolving AI technologies.'