Migration to Shopify Plus with a Custom Theme and Stable Launch Process
A retail brand needed to migrate to Shopify Plus without losing SEO value or disrupting revenue. We migrated catalog and content, built a custom theme optimized for mobile, and executed a staged launch with monitoring and rollback readiness.
Confidential engagement. NDA available upon request.
0
Downtime
44%
Faster Page Loads
2.3
x Conversion Lift
10
Weeks to Launch
About the Client
Industry
Retail
Company Size
40 to 90 employees
Background
A brand with strong organic traffic and frequent campaigns. Their legacy platform slowed iteration and created risk during seasonal peaks.
Migration Risks and Constraints
SEO preservation
URLs and metadata needed careful handling to avoid traffic loss.
Catalog complexity
Variants, bundles, and collections required clean mapping and validation.
Launch safety
The business could not afford checkout instability or downtime during cutover.
Theme maintainability
The team needed a theme architecture that was easier to change without regressions.
The Mission
Migrate to Shopify Plus with a custom theme that improves performance and conversion, while preserving SEO value and protecting revenue during launch.
How We Approached It
01. Audit and planning
Week 1 to 2- SEO and URL mapping with redirect plan
- Catalog migration plan and validation checks
- Theme architecture design
- Launch plan with monitoring and rollback
02. Build and migration
Week 3 to 8- Custom theme build with reusable sections
- Catalog and content migration
- Checkout and payment verification
- Analytics and conversion tracking setup
03. Launch
Week 9 to 10- Staged rollout with feature flags
- Redirect verification and SEO checks
- Monitoring and incident readiness
- Post launch tuning
Vulnerabilities Discovered
0
CRITICAL
2
HIGH
2
MEDIUM
0
LOW
Redirect plan gaps
Some legacy URLs lacked mapping and risked losing organic traffic without fixes.
Some legacy URLs lacked mapping and risked losing organic traffic without fixes.
Theme duplication increased regression risk
Legacy templates duplicated logic and styling, making changes risky.
Legacy templates duplicated logic and styling, making changes risky.
Tracking inconsistencies
Events required consistent naming across templates to support accurate reporting.
Events required consistent naming across templates to support accurate reporting.
Checkout edge cases needed testing
Discounts, shipping rules, and tax behavior required scenario based verification.
Discounts, shipping rules, and tax behavior required scenario based verification.
How We Fixed It
SEO safe migration
Implemented redirects, canonical rules, and metadata consistency to preserve search value.
Custom theme with performance focus
Built a theme with lean sections, optimized assets, and consistent component patterns.
Launch engineering
Executed staged rollout with monitoring and rollback readiness to protect revenue.
Measurable Outcomes
The brand migrated safely, improved site performance, and increased conversion without disrupting revenue during cutover.
0
Downtime
44%
Faster Page Loads
2.3
x Conversion Lift
18%
Higher AOV
Want to share this with your team or leadership?
Sharing a URL with your co-founder, CTO, or board does not always land the way it should. A polished PDF tells the same story in a format people actually open, read, and forward in Slack.
Download this case study as a branded PDF complete with key metrics, methodology, and outcomes and drop it straight into your next internal review, due diligence pack, or vendor evaluation deck.
Instant download · No sign-up required