SLTWTR: Revolutionizing Enterprise Commerce with Shopify Migration Strategies

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A month ago

Key Highlights:

SLTWTR has transitioned to exclusively using Shopify, delivering exceptional value and efficiency for clients, particularly in the lifestyle apparel sector.
The agency successfully migrated major brands like Quiksilver and Billabong from legacy platforms to Shopify within aggressive timelines, proving their capability in handling complex enterprise migrations.
With a 90% client retention rate over five years, SLTWTR exemplifies how a small agency can achieve substantial results through strategic partnerships and innovative solutions.

Introduction

In the fast-paced world of e-commerce, brands are increasingly seeking solutions that allow them to innovate quickly and efficiently. The challenge often lies in migrating from outdated legacy platforms to more agile and user-friendly systems. SLTWTR, a boutique agency based in Santa Barbara, California, has carved out a niche in this landscape by specializing in migrations to Shopify. Since committing exclusively to Shopify in 2017, SLTWTR has transformed the way enterprise-level brands approach their e-commerce strategies. With a track record of successful migrations and a strong focus on client retention, SLTWTR is proving that size does not dictate capability in the competitive world of enterprise commerce.

The Evolution of SLTWTR

Founded as a graphic and web design agency, SLTWTR began its journey over a decade ago. The agency initially experimented with various e-commerce platforms, including WordPress with WooCommerce, Magento, and BigCommerce. However, the inconsistent results and disproportionate effort required led to a critical decision in 2017—SLTWTR would fully commit to Shopify. This pivot allowed them to leverage Shopify's capabilities to deliver greater value to their clients and streamline their own operations.

Eric Panofsky, the founder and CEO of SLTWTR, emphasizes the decision was pivotal. "We had some experience with Shopify and found that we were able to deliver an extraordinary amount of value, not only for our clients but also for ourselves as an agency." This focus on Shopify has enabled SLTWTR to build a reputation for handling complex enterprise migrations, especially for lifestyle brands that require an agile approach to e-commerce.

The Challenge: Migrating Legacy Platforms

The enterprise commerce landscape is undergoing a significant transformation, with more brands recognizing the limitations of their legacy systems. SLTWTR has noted a marked increase in requests from high-end enterprises looking to migrate to Shopify. As Eric Panofsky states, “There are so many amazing brands on Shopify now with the degree of flexibility that has manifested with the product and with the platform in the last 24 months. There's no reason not to go to Shopify.”

One prominent example is the family of brands that includes Quiksilver, Billabong, Roxy, and RVCA. These iconic names faced mounting challenges with Salesforce Commerce Cloud, primarily due to their internal rate of innovation being sluggish compared to the rapidly evolving commerce landscape. The urgency to migrate was palpable, and SLTWTR was entrusted with the task of facilitating this transition.

The Complexity of Migration

Migrating multiple brands from a legacy platform to Shopify poses unique challenges. For SLTWTR, the task entailed managing an aggressive 12-week timeline to migrate five brands with 12 stores across various countries. The project involved handling tens of thousands of product records and hundreds of thousands of customers. “It was huge,” Eric recalls, encapsulating the complexity of the undertaking.

The Solution: A Composable Framework

In response to the complexities involved in multi-brand migration, SLTWTR adopted a strategy known as “solve for one by solving for many.” Instead of creating separate websites for each brand, they developed a single, highly composable framework that could be tailored for each brand's unique identity.

This approach allowed SLTWTR to customize each brand’s site by changing components while maintaining a consistent underlying architecture. For instance, Billabong's distinct content model required a specific combination of storytelling and commerce that needed to resonate with its target shoppers. Eric explains, “For these brands to be able to author content distinctly and efficiently, it really came down to a development style that went hand in hand with what we were able to offer with a multi-brand composable stack.”

From Bloated IT to Rapid Innovation

One of the most significant outcomes of this migration was the ability for these brands to redirect resources from managing a cumbersome IT infrastructure towards innovation in commerce. By transitioning to Shopify, they not only streamlined operations but also significantly reduced their total cost of ownership. This change allowed them to launch new brands and features at an accelerated pace while achieving higher conversion rates.

Eric reflects on the impact of this transition: “They had been tied to a very large, slow-moving operation and large, slow-moving infrastructure. By adopting Shopify as a part of their commerce stack, they're able to move much more quickly.”

The adaptation process was not solely technical; it also involved training and support for the brands’ teams. “There was a lot of pressure on the merchant as well to learn a new platform. They were able to learn and adapt to the Shopify platform as rapidly as we were able to develop on it,” Eric notes. This smooth transition was facilitated by Shopify's user-friendly interface and the extensive resources available for training.

The Results: Success Through Streamlined Operations

The success of SLTWTR in migrating enterprise clients underscores the idea that agency size does not determine the ability to manage complex projects. Instead, their focus on efficiency and platform expertise has been pivotal. Eric emphasizes, “SLTWTR's been committed to the concept of scaling by efficiency instead of scaling by size.”

The results speak for themselves. With a 90% client retention rate over five years, SLTWTR has proven its effectiveness in the market. The agency has experienced consistent year-over-year growth since its partnership with Shopify began. The platform's continuous innovation ensures that SLTWTR is always equipped with new functionalities to enhance their clients' experiences.

A Broader Industry Trend

SLTWTR’s achievements reflect a broader trend in the e-commerce industry towards speed, flexibility, and simplicity. Many enterprises are recognizing the advantages of moving away from legacy systems burdened by technical debt. As SLTWTR helps organizations navigate these transitions, they are smoothing strained vendor relationships and fostering collaborative partnerships that yield innovative solutions.

Looking ahead, SLTWTR remains committed to focusing on multi-brand organizations, whether by migrating them to Shopify or by helping those already on the platform adopt a more composable architecture. This strategy not only positions them as experts in the field but also aligns with the growing demand for agile, efficient e-commerce solutions.

FAQ

What is SLTWTR? SLTWTR is a boutique agency based in Santa Barbara, California, specializing in e-commerce solutions, particularly migrations to Shopify.

Why did SLTWTR switch to Shopify? The agency found that Shopify allowed them to deliver superior value to clients while streamlining their own operations, making it a strategic choice for their services.

What types of brands does SLTWTR work with? SLTWTR primarily collaborates with lifestyle and apparel brands, helping them transition from legacy platforms to Shopify.

How does SLTWTR manage complex migrations? SLTWTR employs a composable framework, allowing them to create tailored solutions for multiple brands while maintaining a unified backend structure.

What success metrics does SLTWTR achieve? SLTWTR boasts a 90% client retention rate over five years and has consistently experienced year-over-year growth since committing to Shopify.

In conclusion, SLTWTR stands as a testament to the power of strategic partnerships and innovative thinking in the face of changing industry dynamics. As brands increasingly seek agile solutions, the agency's expertise in Shopify migrations positions them well to ride the wave of enterprise commerce evolution.

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