MiiN Cosmetics, one of Europe’s leading Korean beauty retailers, operates a fast-growing omnichannel businesses. The company runs more than 40 boutiques across Spain, France, Italy, Portugal and Germany and generates over €25 million in annual revenue. Serving customers across multiple European markets also means adapting to different payment expectations, delivery preferences and customer behaviours in each country.
The Problem
As the company expanded across Europe, its checkout had gradually become a patchwork of plugins, payment integrations and delivery modules connected to the ecommerce platform. In each market, supporting the full checkout experience meant integrating 3–5 payment methods (cards, PayPal, wallets and BNPL), 2–3 additional local payment methods, 2–4 shipping partners, pickup-point and locker networks, as well as separate tools for loyalty, cross-sell, fraud prevention and funnel analytics.
Across multiple markets, this quickly added up to 30-50 separate integrations powering the checkout experience. While each component solved a specific need, together they created a complex system that was difficult to optimise, maintain and scale.
Adding anything new, whether a payment method, a local delivery partner or a checkout improvement, required new integrations, engineering time and coordination across several providers. In practice, a single payment or delivery integration can require 40–120 hours of development, often costing €3,000–€10,000 to implement and maintain. Multiply that across multiple markets, payment methods and delivery partners, and checkout quickly becomes one of the most resource-intensive and expensive parts of the ecommerce stack.
The Solution
To simplify this architecture, MiiN adopted Simpler as its checkout infrastructure.
Instead of assembling checkout functionality through separate plugins and integrations, Simpler replaces the entire checkout stack with a single system that handles payments, delivery options, loyalty, up-selling, fraud prevention, localisation and customer identity within one infrastructure.
This approach allows merchants to activate new capabilities, optimise checkout performance and expand into new markets without rebuilding or maintaining multiple integrations.
Conversion impact
After implementing Simpler, MiiN saw an immediate improvement in checkout performance.
Checkout completion increased representing +17.2% relative increase in checkout conversion.
This improvement was driven by a faster checkout experience designed to minimise steps and reduce friction, particularly on mobile.
Faster repeat purchases
Approximately 95% of shoppers chose to save their details, enabling significantly faster repeat purchases.
Because shoppers are not forced to create an account to complete their purchase, many first-time customers complete checkout frictionlessly and later choose to register once their details are already saved. This has helped MiiN grow its base of registered users more naturally while reducing friction in the initial purchase.
The checkout analytics provided by Simpler also gave the MiiN team clearer visibility into funnel performance, helping them better understand drop-offs, device behaviour and the balance between new and returning customers.
Supporting multi-market operations
Operating across multiple European markets is not just about translating the checkout. It also means supporting local payment methods, delivery networks and shopper expectations in each country, which quickly introduces significant operational complexity.
With Simpler, MiiN was able to localise its checkout experience per market without building or maintaining separate integrations. Payment methods and delivery options can be activated directly within Simpler’s infrastructure, allowing the team to adapt the checkout to each market with just a few clicks.
For example:
- Spain: Activation of Bizum, one of the most widely used payment method in the Spanish ecommerce market.
- Germany: Activation of PayPal, aligning the checkout with local payment preferences.
- Portugal: MBWay and Multibanco are currently being added to support local shoppers.
- BNPL: Activation of buy now, pay later options across multiple markets, giving shoppers greater payment flexibility.
On the delivery side, Simpler also enabled localised shipping options, including pickup points and lockers. For example, InPost was added in Spain to support the growing demand for locker-based deliveries.
Instead of managing separate checkout configurations and integrations across countries, MiiN can now activate local payment methods and delivery options from a single checkout infrastructure as they expand into new markets.
Checkout as a growth engine
By replacing a fragmented checkout stack with a unified checkout infrastructure, MiiN transformed checkout from a complex operational burden into stable infrastructure that reliably supports growth.
Higher checkout completion, faster repeat purchases and simplified international operations have made checkout a stronger engine for conversion and expansion.
Share this case study
