“ALSO began as a skunkworks project inside Rivian,” and from day one the mission was bigger than an e-bike. The team was building a new category of micromobility. Small, thoughtfully designed EVs that invite people to move beyond car-centered living. They didn’t want a typical ecommerce storefront but rather something that felt like the brand: immersive, modular, and meticulously engineered.

For ALSO, the next move was clear: launch a stealth storefront that could ship fast today and evolve just as fast tomorrow. SLTWTR partnered with ALSO and Shopify to build a design-first site on an enterprise-grade commerce core, with connected infrastructure ready to scale with the brand.

The challenge: A high-velocity startup can’t afford a slow website

ALSO’s design directive was uncompromising: cinematic storytelling, interactive motion, and rugged commerce elements, all without sacrificing performance. At the same time, the business needed a platform that could support rapid iteration: launch, pivot, repeat. The team didn’t want a site that required engineering tickets for every new moment. They needed a system that let creativity and commerce move at the same speed and in unison.

If ALSO was going to introduce net-new types of mobility, the website had to do two jobs at once: deliver an immersive brand experience, and operate like an enterprise storefront—stable, scalable, and ready to connect across systems.

The solution: A stealth storefront built on Shopify Plus and designed to evolve with the brand.

SLTWTR built ALSO’s new site on Shopify Plus Commerce Core, pairing Shopify’s trusted checkout with a composable, extensible storefront architecture.

1) Experience-first frontend with a modular component library

Rather than hard-coding pages, SLTWTR developed a robust theme block system inside the Shopify Theme Editor—giving ALSO’s team autonomy to assemble new pages and user experiences without development overhead. Components covered everything from navigation and video banners to parallax, modals, promo systems, and interactive content patterns. All purpose-built for a design-led publishing workflow.

2) Product configurator for modular vehicles

ALSO’s vehicles are configurable by nature. They are built to adapt to different riding styles and real-world use cases. SLTWTR translated that physical modularity into a digital experience: a configurator-led PDP flow that makes options intuitive, visual, and checkout-ready. Giving ALSO’s customers a deep understanding of what they’re building and the confidence to checkout.

3) Performance, accessibility, and SEO—without compromising the experience

Slow load times mean users drop, so immersive could not come at a cost of site performance. SLTWTR engineered the site to protect Core Web Vitals while delivering rich media and interaction. The build emphasized intentional asset loading, semantic structure, and accessible motion behaviors so the experience stays fast, inclusive, and discoverable.

4) Connected infrastructure and AWS Cognito SSO

ALSO’s roadmap extends beyond the browser. SLTWTR implemented a connected architecture that supports merchant-owned AWS infrastructure, with AWS Cognito as the identity provider which enabled SSO across web and future surfaces like mobile and vehicle OS. Keeping Shopify as the commerce source of truth, with the flexibility to extend into subscriptions, add-ons, and multi-surface transactional touchpoints over time.

The results: Built to launch now—and keep pace with what’s next

The new ALSO site established a platform that can keep up with a high-velocity team: modular content operations, an experience-led storefront, and an enterprise commerce core designed to scale. Shopify provides the reliability and checkout trust; SLTWTR delivers the design system and connected infrastructure that makes the storefront extensible.

Final Word: Composability reduces complexity

ALSO didn’t just need a new site—they needed a system: a design-led storefront that can move at startup speed without inheriting startup fragility. With Shopify Plus at the core and SLTWTR’s modular build approach around it, ALSO now has a stealth storefront that can launch, pivot, and repeat—while staying connected to the infrastructure that will power the next generation of micromobility commerce.