Merchant-by-Merchant Rollouts: How MyCashflow Ships Safely with ConfigCat
Feature flags for controlled releases, safer migrations, and product experiments in a multi-tenant e-commerce platform
MyCashflow runs a multi-tenant e-commerce platform used by thousands of merchants. In an environment where one platform powers online stores, POS, APIs, webhooks, integrations, and merchant admin workflows, releasing every change to every customer at once is rarely the safest path.
With ConfigCat feature flags, MyCashflow can separate deployment from release, roll out features shop by shop, and combine feature flag targeting with their own per-tenant migration state. This gives the team a safer way to launch new integrations, platform refactors, infrastructure migrations, AI features, POS updates, and product experiments without turning release day into a guessing game.
Your Cat-Scan Summary
Overview
Industry
E-commerce Software / SaaS
Company Size
51-200 employees
Using ConfigCat Since
2021
Use Case
Backend feature flags, per-tenant targeting, controlled rollouts, product experiments
Key Wins
Safer merchant-by-merchant rollouts, separation of deployment and release, controlled product experiments
Who is behind the flag?
About MyCashflow
Founded in 2007, MyCashflow is a Finnish e-commerce platform developed by Pulse247 Oy. The company helps merchants sell online and in-store from one unified platform, bringing together the online store, POS, marketing tools, payments, APIs, webhooks, and external integrations.
Today, MyCashflow serves a few thousand active merchants, mostly in Finland. The company has been bootstrapped and profitable since year one, giving them the freedom to build the product in the way they believe is right.
One of MyCashflow's key differentiators is its native core. Instead of relying on an integration jungle, MyCashflow runs store, POS, marketing tools, and payments on the same real-time data. Merchants do not need to act as system integrators or pay an "app tax" just to keep their commerce stack working. The product is also intentionally opinionated: MyCashflow does not try to be indefinitely configurable. The team picks one good way to do things, so merchants get a system that just works.
The company's near-term ambition is to become a leading e-commerce platform for ambitious SMB merchants in Northern Europe. As part of that journey, the team is focused on turning its all-in-one offering into a scalable product for new markets.
The Purr-fect Stack
Tech Stack & Development Culture
MyCashflow is a multi-tenant SaaS platform built in Symfony and PHP. Search runs on Elastic, while the company's data and ML stack lives on Google Cloud.
ConfigCat sits in the backend architecture, where rollout decisions can be made close to the core business logic. This setup gives the team a consistent way to manage feature access across merchants from one place.
“ConfigCat is used backend-side: all flags are evaluated through one central service in our Symfony backend, with the shop as the targeting key, so we can roll out features per individual merchant.”
Because MyCashflow is an all-in-one commerce platform, backend feature flags can influence many parts of the merchant and shopper experience. A single rollout may affect internal tools, customer-facing storefronts, retail workflows, or external systems.
MyCashflow also tracks experiments and feature usage in Amplitude, which fits naturally with ConfigCat's Amplitude integration. This helps the team connect controlled releases with product learning.
The team's development culture is practical, focused, and product-minded. They care about shipping safely in a multi-tenant environment, keeping the architecture manageable, and building an e-commerce platform merchants can rely on.
Before ConfigCat Walked In
The Challenge: Releasing Safely in a Multi-Tenant SaaS Platform
In a tenant-based SaaS product, release timing is not always the same as deployment timing. Code can be ready before every merchant, dataset, integration, or operational process is ready for the feature itself.
For MyCashflow, this made controlled release management essential. The team needed a way to move engineering work forward without forcing product launches to happen at the same moment as the deployment.
“We wanted to separate deployment from releasing a feature - to ship code on our own schedule and turn the feature on for merchants when it was actually ready.”
That flexibility matters for new integrations, POS features, infrastructure migrations, platform refactors, and product experiments. Some shops may be good early candidates. Others may need onboarding, validation, or data preparation first.
Product experimentation also needed more structure. The team wanted to move beyond broad releases and make rollout decisions based on performance, usage, and merchant feedback.
“We also wanted to roll out experiments confidently, follow how they perform, and then decide the next steps based on the results, instead of guessing.”
How the Cat Saved the Day
The Solution: Backend Feature Flags with Per-Shop Targeting
MyCashflow adopted ConfigCat to support controlled rollouts across its Symfony/PHP backend. With the ConfigCat PHP SDK, the team can evaluate feature flags close to the core application logic while managing releases from a central place.
ConfigCat supports both engineering and product workflows. Engineers can reduce risk during technical changes, while product teams can manage merchant-facing rollouts without waiting for a new deployment every time feature access needs to change.
With ConfigCat, the team can:
- Roll out new features to selected merchants first
- Target individual shops during beta launches
- Expand features gradually by merchant segment
- Release infrastructure and platform changes safely
- Run experiments and track feature usage in Amplitude
- Keep deployment and release as separate decisions
- Reduce the risk of large-scale changes in a multi-tenant SaaS environment
This gives the team a calmer, more controlled way to launch changes across a platform that supports online stores, physical retail, APIs, integrations, and merchant operations.
The Cat in Action
How MyCashflow Uses ConfigCat in Production
Per-Shop Feature Targeting
MyCashflow's rollout model is built around precision. Instead of treating all merchants as one large release group, the team can start with the right shops first, learn from real usage, and expand when the feature is ready.
The team can also shape rollouts based on merchant size. This helps them validate features in the most relevant environment before expanding to a broader merchant base.
Combining ConfigCat with Per-Tenant Migration State
As MyCashflow's feature flag usage matured, the team developed a rollout pattern that goes beyond targeting alone. ConfigCat determines who is eligible for a feature, while MyCashflow's internal migration state confirms that the merchant is technically ready.
“A pattern we picked up later is combining ConfigCat targeting with our own per-tenant migration state. Even if a shop is targeted by a flag, the merchant only gets the feature once their data is actually ready. That makes the rollout safe per merchant, not just per cohort.”
This distinction is important for multi-tenant SaaS platforms. A merchant can belong to the right rollout group, but their data may still need to be migrated before the feature can safely go live. By combining access control with readiness checks, MyCashflow can manage safer merchant-by-merchant releases.
Product Experiments and Usage Tracking
ConfigCat also supports MyCashflow's product experimentation workflow. The team can release experiments to selected merchants, follow usage in Amplitude, and decide how to continue based on product data.
For MyCashflow, this turns feature flags into a shared workflow between product and engineering, not just a technical release mechanism.
Real-World Feature Flag Usage
ConfigCat supports a wide range of production scenarios at MyCashflow, from customer-facing launches to technical modernization work.
“We use ConfigCat for new integrations, platform refactors, infrastructure migrations, AI features, POS and WMS rollouts.”
Because the platform serves many merchants from the same core system, feature flags give MyCashflow a practical way to manage change without disrupting the whole customer base.
Why They Picked the Cat
Why MyCashflow Chose ConfigCat
Before choosing ConfigCat, MyCashflow had a DIY feature flag solution. The question was not only whether they could keep building it, but whether maintaining internal rollout tooling was the best use of development time.
They also evaluated LaunchDarkly, but they wanted a feature flag management tool that matched their practical, focused way of working. The platform needed to support serious release management workflows without becoming heavy to operate.
“We had a DIY solution before. It worked, but to fit our needs properly it would have required quite a bit more development time, and that did not feel like the right place to invest. We looked at LaunchDarkly and tried it out, but it felt too complicated and too heavy for our use case. We landed on ConfigCat and we couldn't be happier with the choice.”
ConfigCat gave them the right balance: backend evaluation, per-shop targeting, controlled rollouts, product experiments, and safer migrations without overcomplicating the release process. For teams comparing feature flag tools or looking for a LaunchDarkly alternative, MyCashflow's story shows why simplicity can support serious release management workflows.
From Meow to Wow
Future Outlook: Scaling an Opinionated Commerce Platform with Confidence
MyCashflow's next stage is about bringing its all-in-one commerce platform to more ambitious SMB merchants across Northern Europe. As the platform expands, safe and flexible release management becomes even more important.
ConfigCat gives MyCashflow a stable foundation for this growth. The team can keep shipping improvements, refactoring the platform, testing new product ideas, and rolling out merchant-facing features without losing control over who gets what and when.
Is ConfigCat a Fit for You?
Let Every Merchant Get the Right Feature at the Right Time
MyCashflow's experience shows how valuable feature flags can be for multi-tenant SaaS platforms, especially when release timing, data readiness, and customer segmentation all matter.
If you need to separate deployment from release, roll out features tenant by tenant, test product ideas with selected customers, or migrate your platform safely, ConfigCat helps you stay in control.
No integration jungle. No release panic. Just confident feature delivery that lands on its feet.
Want more? Discover our other success stories!