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Shopfa is an e-commerce platform and store builder for Iranian merchants who want to sell online without becoming software developers in the process. From small home businesses to growing online stores, the product gives sellers everything they need — storefronts, product management, payments, panels — in one place, in their own language and tuned for their market. By 2024, online retail in Iran had matured to the point where merchants weren't just experimenting anymore — they had real catalogs, real customers and real expectations from the tools they used. Shopfa needed to be more than a generic store builder: it had to feel native to Iranian commerce, give sellers serious control without scaring them off, and put thousands of stores on a single design language without making them look identical. Webrokh joined Shopfa as its product design partner. We shaped the whole experience across the website, web app and user panel — designing storefront templates, the seller dashboard, and the operational tools merchants live in day to day. With nearly a thousand screens in total, the work gave Shopfa a foundation strong enough to support a long roster of stores, and a design language that scales with them as they grow.