Case Study: Tail Wag achieves international, social-media-driven growth with Shopify

Tail Wag - Customer Case Study

Tail Wag is a Lisbon-based maker of funky, affordable handcrafted dog collars and leashes built around a community of dog lovers and an “adopt don’t shop” ethos. After launching, the founders found early sales came mostly from friends and needed to scale beyond that—learning how to advertise, reach international customers, and present their store in multiple languages while managing custom-made fulfillment.

They used Shopify’s introductory ad credits to learn Facebook and Google ads, gifted products to Instagram influencers, and focused on creative social content—now driving most traffic from Facebook and Instagram and growing to ~14k followers. Operationally they added Langify and a currency converter for international sales, Yotpo for reviews, and rely on fast local shipping (1–2 days) for custom orders; the combined approach increased traffic, international orders, and social proof for steady growth.

Tail Wag