Ecommerce integrations rarely break on day one. They break when you start to grow.
An extra Shopify store here, a new brand there, an international rollout that needs to happen “quickly.” What starts as a clean setup slowly turns into copied integrations that are all slightly different.
One small change, and you’re suddenly spending hours — sometimes days — fixing things that used to “just work.”
Celigo aims to break that pattern with something that sounds simple at first, but represents a significant architectural shift: multi-instance flows.
The idea is that managing dozens or even hundreds of storefront integrations shouldn’t require endlessly cloning and tweaking the same flow. Instead, you define the integration logic once in a so-called master flow and deploy it across multiple storefronts, environments, or customers. Each instance inherits the same logic and overrides only what truly differs, such as a connection or a specific field.
This approach reflects a broader shift in ecommerce technology. Scalability is moving away from “building more” toward “reusing smarter.” Just as infrastructure evolved from physical servers to cloud platforms, integrations are moving away from per-store customization toward shared patterns managed from a central source.
In practice, most ecommerce integrations look remarkably similar. Orders come in, are enriched or validated, and then sent to an ERP, WMS, or fulfillment partner. The difference is usually not in the logic, but in the context: which Shopify store, which NetSuite account, which configuration. Multi-instance flows are designed precisely for that reality.
With Celigo, each instance runs the same core logic, while differences are captured through lightweight JSON overrides. These can include connection IDs, specific field mappings, or optional configuration settings. Each instance runs independently and can be monitored separately, while still being tied to a single source of truth.
That has an immediate impact on maintenance. When a webshop adds a new field to the order structure or changes business logic, the update only needs to be made once. The change automatically flows through to all connected storefronts, without teams having to manually update dozens of individual flows.
The benefits become most visible at scale. During high-volume peak periods, in multi-brand environments, or for agencies and integration partners managing the same setup for multiple clients. Where duplication once felt unavoidable, it now becomes a deliberate design choice to avoid it.
According to Celigo, this is only the beginning. The company is working on a more intuitive way to create new instances, allowing default properties to be defined directly from the master flow. Less configuration, faster go-live, and less room for error.
The underlying message is clear: ecommerce integrations don’t just need to work — they need to scale. And that only happens when you stop copying and start structuring.
Multi-instance flows position Celigo as a platform for teams that look beyond the next storefront and want to build integrations the way modern software is meant to be built: reusable, centrally managed, and designed for growth.
Are you scaling to multiple webshops, brands, or markets and finding that integrations are becoming increasingly complex?
We help ecommerce teams design and build scalable integrations with Celigo. As a certified Celigo partner, we focus on architecture, setup, and long-term maintainability — not just the first connection.
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