Real Betis Balompié, the LaLiga football club based in Seville, sells its official merchandise through its online store, which has run on Shopify since November 2023. In that time, the club has turned a store that once shipped only within Spain into a channel for fans around the world. It closed the 2025/26 season with seven-figure online revenue, almost 30% more than the season before.
- Processed more than 100,000 orders since moving to Shopify.
- Raised international sales from zero to almost 15% of online sales, with fans buying in more than 75 countries.
- Expanded its active online catalogue nearly tenfold, from 100–150 products to around 1,000.
The challenge: a hard-to-manage store limited to Spain
Until the 2021/22 season, Real Betis’s online store was run not by the club but by its then kit supplier. In 2022/23, the club took its stores and ecommerce in-house and launched its own online store on Magento. According to Arturo López Cruz, ecommerce manager at Real Betis, the platform had strong development capabilities but needed a lot of people, from the IT department and from the club’s own team.
Simple changes took too long. Products weren’t displayed as visibly as the club wanted, and the online store carried only the most representative items, such as kits and training wear: between 100 and 150 active products. The rest of the range was available only in the club’s physical stores.
“Any creative change to the homepage or any other page was quite tedious, and managing the catalogue was more complicated, even though we had more people than we do now on Shopify and far fewer products,” López Cruz said.
The store also shipped only within Spain, a real limit for a club that counts taking its brand international among its business goals. As Carlos Lucas Martín, the club’s head of digital business, puts it, Real Betis’s sporting and commercial goals go hand in hand: constant growth.
The solution: team autonomy and international reach
Real Betis moved to Shopify in November 2023. For López Cruz, the deciding factor was how easy the platform is to manage day to day. “The ease the platform gives you makes working with it really intuitive and simple, and in one click it’s live on the website,” he said.
The club’s Shopify partner, Onestic, led the migration together with Zucchetti, the club’s enterprise resource planning (ERP) provider, with support from Real Betis’s IT department. Implementation and migration were quick, López Cruz recalls. Only the design phase took longer than planned.
That ease of use changed what the team could take on. With the theme editor, anyone can add sections and move blocks around, and López Cruz says someone with no technical skills picks it up quickly. The club gradually brought its full range online and now has around 1,000 active products. Personalised shirts, printed with a player’s name and number, are among its most important products. To understand demand for them, the team turns to Shopify’s AI assistant and checks what it returns before acting on it. “Which players get personalised the most, where those personalised orders come from… honestly, we ask Sidekick for all of that,” Lucas said.
For Lucas, though, the biggest difference is Shopify Markets. Selling abroad means local payment methods, a translated store, and shipping to each country, and López Cruz found setting up international markets on Shopify straightforward.
I think selling in more than 75 countries on the previous platform would have been very complex. It could have been done, but we’d definitely have suffered.
Then there are the peaks. Kit launches, new signings, and matchdays pack a huge volume of sales into a very short time. Having worked with other platforms, Lucas knows how critical those moments are: the club doesn’t want support tickets saying the site is down or that fans can’t buy. That’s why he highlights Shopify’s checkout. It’s well optimised as standard, so the team doesn’t need to keep adjusting it to get conversion right.
The result: year-on-year growth and fans worldwide
Since the move, Real Betis has processed more than 100,000 orders through its online store. The channel’s revenue grew by almost 30% in the 2025/26 season, and that growth has continued into this season. According to Lucas, that growth has come with almost no ongoing maintenance or development work, beyond a redesign the club has just launched. And it has come in a channel that competes both with other retailers selling the club’s products and with its own physical stores.
Before Shopify, international sales were zero. Over the following seasons they settled at around 10% of online sales, and so far this season they’re close to 15%. Fans in more than 75 countries have now bought from the store. Following the signing of Irish striker Troy Parrott in August 2026, Ireland has become its largest market outside Spain, even though the club hasn’t yet run a campaign there. The United States and the United Kingdom follow, then Germany and Japan.
“You’d be surprised when someone from Japan spends 500 or 600 euros on a single order, 10 shirts or whatever. That happens every day,” Lucas said.
Shopify really is the tool that lets us grow like this without wearing ourselves out in the process.
The next phase is about connecting the whole club. Real Betis is preparing to bring its physical stores onto Shopify POS so it can follow what a fan buys across every channel: a scarf at the stadium on matchday, a kit online. The club and its partner have already rebuilt its single sign-on on top of Shopify’s new passwordless customer accounts, a demanding piece of work, so that one identity can connect ticketing, retail, the website, and the app. In-store pickup comes next, designed for high-demand releases, along with an experience tailored to each market, such as a banner featuring Parrott for fans visiting from Ireland. Meanwhile, the club’s store in the Shop app, whose design it recently refreshed, already brings in sales every day with no active promotion.
“Omnichannel and personalising the experience in each market, especially international ones, are two really important drivers for the club,” Lucas said.
