Shopify and HYPE: the recipe for unified, robust and scalable eCommerce

On May 7th, we served up another round of bold ideas at eCommerce a Cucharadas, the afterwork series where real eCommerce conversations meet good food and better people.

This time, the menu featured Shopify as our guest partner, plus the highly anticipated launch of HYPE—a free Shopify theme developed by Interactiv4 and Redbility that’s ready to shake up the Theme Store.

Two sessions, six expert voices, and a room full of people who know that growth in eCommerce comes from making smart decisions—not just pretty interfaces.

Unified commerce with Shopify: No more duct tape solutions

Ignacio Di Napoli (Senior Growth Consultant at Shopify) opened the session by breaking down one of the industry’s most misused concepts: unified commerce.

Yes, we’ve all moved past single-channel. Multichannel? Already behind us. And while omnichannel sounds nice, it still relies on separate systems trying to talk to each other. Unified commerce, on the other hand, means one system, one source of truth, and one customer profile.

“We needed a platform where all our orders, all our inventory, and all our customer data live in one place. Shopify’s native omnichannel capability has been the key to our success.” — Xavi Colomé, Digital Director at Castañer

Castañer, the iconic Spanish brand, migrated from Magento to Shopify Plus and immediately saw results:

• +30% in online sales
• +10% in-store sales
• +40% customer database growth thanks to Shopify POS

This isn’t magic. It’s powered by Shopify’s robust infrastructure: real-time APIs, extensibility via Shopify Flow and Functions, and a unified data layer that eliminates the messy middleware that slows teams down and drains budgets.

But Ignacio also zoomed in on something more tactical: theme selection.

“Choosing a theme is not just about how it looks. It’s a business decision.”

Why? Because your theme affects everything: site speed, UX, accessibility, SEO, conversion rates, and your ability to grow without reinventing the wheel.

HYPE: A theme built to perform, scale, and convert

Next up, Interactiv4 and Redbility hit the stage with the official launch of HYPE.
Cristina Pozo, Paco Abella, and Ángel González weren’t just launching another Shopify theme—they were launching a new standard.

HYPE was built from the ground up based on real research, UX strategy, and decades of combined experience in eCommerce. The goal? Create a theme that solves real merchant pain points:

• Too many themes that look good but don’t perform
• Merchants stuck needing devs for basic changes
• Lack of flexibility when adapting to specific catalog needs
• Admin panels that slow down rather than empower

“If your catalog or your checkout flow isn’t solid, it doesn’t matter how good your blog or homepage looks. The project is already in trouble.” — Paco Abella

Why HYPE is different:

• Design that connects: clean, responsive, mobile-first, emotionally impactful
• Conversion-first thinking: CTAs, SEO-ready blocks, fast load times
• Real flexibility: dynamic layouts, advanced filtering, customizable product pages
• Built for catalog diversity: fashion, industrial, beauty, B2B—HYPE can handle it
• Admin-friendly: full control with no code, no tricks, and no dependency on devs

They closed the session with a live demo showing HYPE in action: promotional banners, custom headers, 3-level menus, product carousels, mobile views, upselling modules, and all kinds of visual blocks—all editable from the Shopify admin.

And yes: no extra apps needed. No hidden fees. Just smart structure and full control.

The afterwork that keeps on giving

Once again, eCommerce a Cucharadas proved that the best insights don’t live in 50-slide decks—they come from practitioners who build, break, and rebuild every day. Add a killer session, good wine, and a bowl of asparagus soup, and you’ve got yourself a proper eCommerce ritual.

The takeaway?
eCommerce isn’t about more tools. It’s about knowing what to use, when to use it, and how to make it work for your business.And if that’s the kind of mindset you’re into—you better not miss the next one