Sufio

"Patrons Perspectives" is an interview series in which we learn more about the companies who generously support Craft+Work events.

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In this edition of Patrons Perspectives, we hear from Sufio's Head of Partnerships, Merryn Djibril. Sufio is generously supporting our events in NYC, Toronto, Manchester, and Birmingham in 2024.

Please introduce yourself and your role within the company?

My name is Merryn, and I'm the Head of Partnerships at Sufio. I'm originally from Melbourne, Australia, but I have lived in Central Europe for over 5 years. I love all things baking, coffee and a good G&T.

As the Head of Partnerships at Sufio, I focus on building and maintaining relationships with existing and potential agencies and technology providers. I prioritise understanding our partners' needs and creating useful resources and solutions to help them succeed.

I work on co-marketing efforts, collaborating with our partners to promote our mutual goals. Additionally, I represent Sufio at industry events, conferences, and partner meetings, where I showcase our app, give presentations, and connect with others in the ecommerce industry.

Where are you and the company based?

Our company is based in Bratislava, Slovakia &mdash, in central Europe.

It's an ideal location, as we're able to travel to the US and all over Europe to meet clients and attend events.

What does Sufio do, and what are its main benefits?

It's an invoicing app for Shopify that creates and sends invoices automatically, so you don't have to worry about it. If you need to issue credit notes for things like returns or refunds, we also ensure your accounting stays accurate.

You can also customise your invoices with professional templates and access over 40,000 premium fonts to match your brand. Plus, Sufio stays on top of local and international tax regulations, working with accountants to keep everything compliant. For businesses with customers around the world, it supports multiple currencies and languages.

What types of businesses benefit most from Sufio?

If you run a B2C online store, especially on platforms like Shopify, Sufio is a great fit. It automatically creates branded invoices that match your store's design, giving your business a polished look while simplifying your workflow.

For B2B companies, we offer detailed invoicing options that meet specific tax and compliance needs. International businesses will appreciate the support for multiple currencies and languages, along with automatic tax rate adjustments based on customer location.

And finally, if you're a Shopify Plus customer, our scalable infrastructure can handle high-volume invoicing across multiple storefronts, all under a single subscription.

How does it integrate with other platforms or systems, especially Shopify?

We integrate with both Shopify and BigCommerce. We also have integrations with Klaviyo, Sparklayer, Omnisend, Recharge, Stripe, Yotpo, and Zapiet.

Can you share some key success stories or customer case studies?

Let me share two!

The first highlights WANDRD, a company founded by two brothers who set out to design stylish, functional camera bags. Our automated invoicing helped them efficiently manage their growing international orders and maintain a strong focus on customer satisfaction. Today, WANDRD has grown into a globally recognised brand with a presence in over 100 countries.

The second features Mori Film Lab, a Brussels-based business founded by Raphaël Stradiot and Cole Sale, who transformed their passion for film photography into a thriving community hub. The article delves into their challenges, particularly during the COVID-19 pandemic, and shares how our tools helped them streamline their invoicing processes.

What's on the roadmap that people should get excited about?

• Shopify B2B Features — We're collaborating closely with the Shopify B2B team to ensure Sufio supports all the latest Shopify B2B features, such as displaying Payment Terms on our invoices and supporting Companies and Company Locations. We are also developing a new extension that enables customers to view and manage their invoices from the New Customer Accounts recently launched by Shopify.
• Improved Credit Notes — Another major feature we're currently beta testing is an improved version of our automatic creation of credit notes and additional invoices for refunds, returns, and edited orders. This is crucial in many markets where local invoicing legislation dictates that it cannot be altered once an invoice is issued to the customer.
• Typography and Branding — At Sufio, we love typography and believe it's an important tool for stores to build a memorable brand. Following our recent integration with Monotype, which introduced support for over 40,000 premium fonts, we plan to explore further integrations with smaller font foundries. This will allow merchants to ensure their invoices are consistent with their online store and product packaging.
• Platform Expansion — Towards the end of this year, we plan to expand our support for ecommerce platforms. Sufio currently supports Shopify and BigCommerce, and we aim to extend this to several more platforms.

What strategies have proven most effective in driving growth and success for your business?

I'd say six key areas have helped us the most.

1. Focus on automation — We continue to address invoicing pain points for e-commerce businesses.
2. Seamless integrations — We prioritised compatibility with platforms like Klaviyo, Recharge, and Yotpo.
3. Customer support and education — We continually invest in helping users fully leverage their tools.
4. Understanding user needs — We are always learning about what our customers need to tailor solutions effectively.
5. A Focus on Compliance — We stay rigorously up to date on global tax and invoicing regulations to help users stay compliant.
6. Reputation — We work hard to maintain our 5-star rating on the Shopify App Store.

What have been the most significant challenges in developing and growing your business?

One of the key challenges we face is hiring quality talent. Finding skilled employees who can drive our growth is crucial to our success. As we continue to expand, another major focus is scaling operations. We must manage this growth carefully to ensure that we maintain the high standards of product quality and customer satisfaction that our users expect.

Compliance with global regulations is also a significant concern. With diverse and constantly evolving tax and invoicing requirements worldwide, Sufio must stay up-to-date and meet these standards.

Finally, we are always mindful of the intense market competition. The e-commerce landscape is crowded and rapidly evolving, so staying competitive is our constant priority.

What's your approach to marketing your product?

Our goal is to create educational content that helps people navigate compliance challenges. This includes detailed tax guides and YouTube tutorials designed to make complex topics easier to understand. Since these educational videos provide real value, they naturally attract viewers who are already looking for solutions, so we don't have to rely as much on heavy promotion as we would with traditional ads.

When people discover our content, like our YouTube explainer videos, and see how Sufio can assist them, it becomes a powerful, organic marketing method. Of course, we also run targeted traditional ads as part of our larger marketing strategy. These ads complement our educational content, helping us reach an even broader audience.

If someone would like to learn more or have a demo, what should they do?

If you'd like to learn more or schedule a demo call, please reach out to mezz@sufio.com or book a meeting with me.

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