ActionCity Thailand
Taking Thailand's premier designer toy destination from physical-only to fully connected retail
ActionCity Thailand is Thailand's destination for premium designer toys, art figures, and collectibles — carrying exclusive releases from international and Asian artists including BE@RBRICK, Astro Boy collaborations, Fugglers, and blind box collections at stores in Siam Square One and Fashion Island. With a loyal collector community built entirely through physical retail and social media, ActionCity needed a Shopify store that could take their business online for the first time connected to their physical stores through POS integration so inventory, orders, and customer data stayed in sync across every channel.
Technology
Shopify
Industry
Retail / Designer Toys & Collectibles
Services
Web & UX Design
Shopify Theme Development
Shopify POS Integration
Omnichannel Setup
Bilingual (EN/TH)
Pre-order & Blind Box UX
Techstack
Shopify POS
ERP + CRM
Payment Gateways
LINE Integration
Order Tracking
Social Commerce
The Challenges
Moving a community-driven collector brand from offline to online without losing what made it special
ActionCity had built a genuinely passionate collector community through their physical stores and social media presence but had no online store, no ecommerce infrastructure, and no way to serve customers who couldn't visit in person. The challenge wasn't just building a Shopify store. It was building one that handled the specific complexity of designer toy retail pre-orders, blind boxes, limited edition drops, and artist collaborations while connecting seamlessly to their existing physical stores through POS so inventory and operations stayed unified across all channels.
No Online Presence
ActionCity had a loyal collector following but no way to serve them online every sale required a physical store visit, LINE chat, or social media DM, limiting reach and creating operational inefficiency for the team.
Complex Product Experience
Designer toy retail has unique UX requirements pre-orders for upcoming drops, blind box purchasing (where the specific figure is unknown until opened), artist collections, and limited edition exclusives all needed to work clearly and intuitively without confusing shoppers.
Online + Offline Unification
With two physical stores already operating, connecting the new Shopify store to Shopify POS was critical inventory needed to sync in real time so the same stock could be managed across Siam Square One, Fashion Island, and the online store without overselling or manual reconciliation.
Our Solution
A Shopify store built for collector culture connected to every channel from day one
We designed and built ActionCity's Shopify store from scratch a bilingual Thai/English experience built around how designer toy collectors actually browse and buy. Pre-order flows are clearly presented with expected delivery timelines, and blind box collections are presented with the excitement and discovery that defines the category.
Artist-First Navigation
Products organised by artist and category collectors can follow their favourite creators like Poyunwang, Daniel Yu, and Quiccs, or browse by product type, from BE@RBRICK to blind boxes and plush figures.
Pre-order & Drop UX
Pre-orders, limited editions, and new drops are presented clearly with expected timelines giving the collector community a way to secure exclusives online without needing to queue in-store or chase the team on LINE.
POS-Connected Omnichannel
Shopify POS connects the online store to both physical locations inventory syncs in real time across Siam Square One, Fashion Island, and online, managed from one unified backend.
