E-Commerce Migration Guide: Efficient Strategies for Seamless Replatforming

E-commerce migration, or replatforming, refers to the strategic process of moving an existing online store from one e-commerce platform to another. It can open doors to better functionality, improved user experience, and enhanced scalability.

However, if not executed properly, e-commerce migration can hinder operations and affect business growth.

This article will break down how to approach e-commerce migration efficiently and effectively.

A Deloitte survey found that 67% of respondents cited outdated platforms and 35% needed faster, adaptable e-commerce software for migration.

Shh...

👋 Need more e-commerce marketing strategies? Unlock 6 untapped digital marketing tactics.

Give your eyes a break without missing out.

Key Indicators Signalling the Need for E-Commerce Platform Migration

1. Outdated Technology and Slow Load Times

One of the most obvious signs that it's time for an e-commerce platform migration is slow site performance. According to Google, industry standards show that 53% of users abandon a site that takes more than 3 seconds to load. Slow load times also affect search engine rankings, conversion rates, and overall revenue.

A comprehensive e-commerce migration strategy focused on platform modernization can address these issues by improving load speeds and site performance.

A study from Portent revealed that website conversion rates drop by 4.42% for each additional second of load time beyond an initial 5 seconds.

Migrating to a modern platform with optimized architecture can reduce these delays significantly.

94% of respondents reported that their migration significantly improved site performance. (source: Commercetools)

2. Data Silos Across Multiple Platforms

If your e-commerce operations involve multiple disconnected platforms – such as separate systems for inventory management, CRM, and order processing –you might be dealing with data silos.

This fragmentation leads to inefficiencies, manual data transfers, and a higher risk of errors, all of which can slow down business operations. It also makes it challenging to gain a comprehensive view of your business, which affects strategic decision-making and can hinder growth.

3. An Inability To Meet Omnichannel Demands

Modern consumers don’t just shop – they jump between devices, apps, and platforms as part of their buying journey. They may start their customer journey browsing on their smartphone during a commute and then they might compare products on a tablet at home, before completing the purchase on a desktop at work. If your current platform struggles to offer real-time, synchronised data across these touchpoints, it's more than an inconvenience: it’s a roadblock to sales and customer satisfaction.

Platforms that lack robust omnichannel support often lead to inconsistent user experiences, such as pricing discrepancies or delayed inventory updates. This can frustrate potential customers and erode trust. Replatforming to a modern e-commerce solution designed for omnichannel retail eliminates these issues by providing seamless integration and up-to-date information across all channels.

Omnichannel strategies can lead to a 91% higher customer retention rate compared with single-channel approaches.

Why does this matter? Research by Harvard Business Review found that 73% of consumers use multiple channels during their shopping journey and, on average, these omnichannel customers spend 4% more in-store and 10% more online per shopping occasion than single-channel customers. Investing in e-commerce platform migration services ensures that you’re equipped to capitalize on this consumer behavior shift.

4. Limited Scalability and Rising Costs

As businesses grow, so do their server and operational needs. A 15-20% increase in server costs year on year can indicate that your current platform cannot efficiently handle higher traffic and transaction volumes. Re-platforming to a scalable system helps avoid these expenses while supporting your business as it expands.

5. Struggling With New Feature Implementations

E-commerce success isn’t just about what you sell – it’s also about how you sell it. In today’s competitive landscape, it’s important to swiftly connect with popular tools and marketplaces like Google Shopping, Amazon Marketplace, and advanced CRM systems. If implementing these feels like trying to fit a square peg into a round hole, it’s a sign your current system is holding you back.

Integrating third-party tools without extensive custom development allows your business to stay agile and capitalize on new trends as they emerge. Platforms without this capability create bottlenecks, reducing your response time and hindering your adaptability. This can cost you valuable opportunities, from boosting visibility in new marketplaces to enriching your customer data for more effective marketing.

Data inefficiency costs companies up to 20-30% of their revenue annually. (source: Forbes)

6. Outdated SEO Capabilities

SEO is a major driver of e-commerce traffic, with organic search contributing to 53% of all web traffic for most industries. Platforms that cannot support modern SEO practices – such as URL structure customisation, mobile optimization, or fast indexing – limit your growth potential. A successful e-commerce platform migration SEO plan ensures that your site maintains and improves its visibility during and after the migration process.

Cloud-Based E-Commerce Platforms

When considering an e-commerce platform migration, it is essential to understand the strengths and weaknesses of different platforms. Whether your goal is scalability, customisation, or ease of use, selecting the right platform can transform your online business. Let’s dive into some of the most popular platforms, examining their features, pros, and cons to help inform your e-commerce migration strategy.

1. Shopify

Shopify has become synonymous with user-friendly, cloud-based e-commerce solutions. It’s a go-to for businesses of all sizes due to its intuitive interface, robust app ecosystem, and built-in features that simplify store management and expansion.

Key Features:

• Ease of use: Simplifies store setup with drag-and-drop functionality and pre-designed templates.
• App ecosystem: Offers over 8,000 apps that add various capabilities, from SEO tools to dropshipping integrations.
• Global reach: Supports multi-currency and multilingual options for international sales.

Pros:

• Rapid store setup without technical expertise.
• Extensive third-party integrations and plugins.
• Scalable for businesses looking to expand globally.

Cons:

• Customisation is limited without developer expertise.
• Transaction fees unless using Shopify Payments.
• Advanced features can lead to higher monthly costs.

Expert Insight: 🧠

Shopify’s simplicity makes it a popular choice for new and mid-sized businesses. However, companies facing growth or seeking deep customisation may need more flexible platforms as they scale.

2. BigCommerce

BigCommerce caters to businesses looking for scalability and built-in features that reduce reliance on third-party apps. Its advanced capabilities make it suitable for high-volume stores.

Key Features:

• Scalability: Handles large product catalogues and heavy traffic effortlessly.
• Built-in features: Includes robust SEO tools, product filtering options, and multi-channel selling.
• Customisation: Offers flexible APIs for custom integrations.

Pros:

• No transaction fees, regardless of payment gateway.
• Extensive built-in functionality, reducing dependency on apps.
• Excellent performance for high-volume sales.

Cons:

• Requires knowledge of design customisation.
• Higher-tier plans can be costly for smaller businesses.

3. Magento (Adobe Commerce)

Magento is ideal for businesses seeking full customisation options and advanced functionality. It’s an open-source platform known for providing granular control over every aspect of the store.

Key Features:

• Highly customisable: Offers complete flexibility with in-store design and functionality.
• Powerful SEO capabilities: Supports URL customisation, metadata management, and structured data markup.
• Enterprise-level solutions: Scalable for complex operations with multiple storefronts.

Pros:

• Limitless customisation for tailored user experiences.
• Supports large product catalogues and international commerce.
• A large developer community for support and resources.

Cons:

• Requires development expertise for full customisation.
• Higher costs for hosting and maintenance.

4. VTEX

VTEX stands out for its focus on omnichannel commerce and scalability, making it suitable for businesses aiming to unify their digital and physical retail operations.

Key Features:

• Collaborative commerce: Allows third-party vendors to contribute to the platform.
• Built-in marketplace functionality: Enables stores to function as multi-seller platforms.
• Scalability: Suited for large catalogues and multi-region sales.

Pros:

• Strong focus on unified commerce experiences.
• Multi-channel selling capabilities.
• Integrates seamlessly with popular tools.

Cons:

• Requires technical expertise for full use.
• Less intuitive for beginners compared to platforms like Shopify.

Expert Insight: 🧠

Ready to elevate your e-commerce? As a certified VTEX partner, we can help you migrate seamlessly. Contact us for a free consultation.

60% of all online traffic now comes from mobile devices.(source: Explodingtopics)

Open-Source E-Commerce Platforms

1. WooCommerce

As a WordPress plugin, WooCommerce offers unmatched flexibility and is perfect for those who want full control over their store’s design and functionality.

Key Features:

• Customisable and open-source: Allows for extensive design and feature customisation.
• Wide range of plugins: Integrates seamlessly with thousands of WordPress plugins for added capabilities.
• SEO-friendly: Beneficial for maintaining strong e-commerce migration SEO.

Pros:

• Low cost to get started.
• Solid community support.
• High customisation potential.

Cons:

• Being dependent on WordPress, it can require regular updates and maintenance.
• It may become resource-heavy as your store scales.

2. PrestaShop

PrestaShop is a free, open-source platform that supports extensive customisation and has a large developer community.

Key Features:

• No licensing fees: Ideal for businesses needing cost-effective customisation.
• Multilingual support: Supports global sales with built-in translation tools.
• Developer-friendly: Flexible for creating custom solutions.

Pros:

• No initial cost for the basic setup.
• A lot of control over design and functionality.
• Active community for support and add-ons.

Cons:

• Requires development expertise.
• Some advanced modules and add-ons come at a cost.

3. OpenCart

OpenCart is known for its user-friendly interface and robust catalog management capabilities, making it suitable for small to medium-sized businesses.

Key Features:

• Ease of use: Simple to set up and manage without advanced technical knowledge.
• Marketplace for add-ons: Offers a variety of extensions to expand functionality.
• Multi-store capabilities: Manage multiple stores from a single dashboard.

Pros:

• Simple and cost-effective.
• Active community and numerous plugins.
• Good for beginners needing scalability.

Cons:

• Limited out-of-the-box features compared to more advanced platforms.
• Customisation may require developer assistance.

Partnering with a knowledgeable e-commerce migration agency like Rhapsody will make the transition smoother, ensuring that your e-commerce data migration and other complex tasks are managed seamlessly.

How To Do E-commerce Migration: A Comprehensive Step-by-Step Guide

Migrating an e-commerce platform involves more than just moving data. It’s a comprehensive process requiring a strategic plan, attention to detail, and thorough testing. By following this detailed guide for an e-commerce migration, you can minimise risks and ensure a smooth transition.

1. Comprehensive Pre-Migration Planning

Start by assembling a clear roadmap. This e-commerce migration checklist should include all major components:

• Stakeholder alignment: Engage all relevant departments (e.g., marketing, IT, sales) to gather input and assign roles.
• Timeline and budget: Plan realistic timelines and allocate a budget that includes potential contingency funds.
• Migration goals: Define measurable objectives such as improved site speed, better SEO, or enhanced user experience.

Back Up Your Existing Site

Before any data transfer begins, do a comprehensive backup of your current site, including databases, media files, and other essential assets.

2. Data Migration and Cleansing

Ensure you have a complete list of the data to be migrated, including:

• Product catalogues
• Customer data
• Transaction history
• User reviews
• SEO metadata

Clean and Format Data

Remove outdated or redundant data. Data consistency can significantly streamline the e-commerce platform migration process and reduce errors.

3. Platform Selection and Evaluation

Select a platform based on your business size, budget, and technical requirements. Factors to evaluate include:

• Scalability: Can the platform handle future growth?
• Customisation: What is the level of flexibility in terms of design and features?
• SEO Tools: Does the platform have in-built or easily integrable SEO capabilities?

4. Technical Preparation and Development

Before moving to the live environment, create a staging site. This allows you to:

• Test all functionalities without risking live site downtime.
• Experiment with different configurations and plugins.

Rebuild Core Features

Ensure your new platform supports essential e-commerce features:

• Shopping cart and checkout: Recreate custom functionalities if necessary.
• Third-party integration: Set up payment gateways, CRM systems, and shipping tools.

5. SEO Preservation and Strategy

To maintain SEO, create a one-to-one map of your existing URLs to the new platform. This minimises the risk of losing search engine rankings.

Implement 301 Redirects

Set up 301 redirects from old URLs to their corresponding new URLs.

This is crucial for:

• Preserving link equity.
• Ensuring users don’t encounter 404 error messages.

optimize the Page Load Speed

Performance plays a crucial role in SEO. optimize:

• Images: Use compressed formats like WebP.
• Scripts and code: Minify CSS, JavaScript, and HTML.
• Hosting: Choose a robust hosting provider for your new platform.

Improper redirects can lead to a 15-20% loss in link equity. (source: Moz)

6. Testing and Quality Assurance

Before the final launch, test every element of the site:

• Functional testing: Check that site navigation, product filters, and cart functionalities work smoothly.
• Load testing: Ensure the platform can handle traffic spikes.
• SEO checks: Verify the accuracy of page titles, meta descriptions, and schema markup.

Test E-Commerce Data Migration

Ensure that all data has been transferred accurately:

• Product listings: Check descriptions, prices, and stock status.
• Customer data: Validate user accounts and past orders.
• SEO metadata: Confirm that page-specific SEO data is correctly implemented.

7. Launch preparation

Plan your e-commerce website migration during periods when site traffic is low to minimise potential disruptions.

The Final Backup and Rollout Plan

Do a final backup of the staging site and have a rollback plan ready in case unexpected issues arise.

8. Post-Launch optimization

Monitor Performance and Fix Issues

Once your new site is live:

• Track SEO performance: Monitor traffic and keyword rankings closely using tools like Google Search Console and Semrush.
• Gather user feedback: Collect feedback to identify and address usability issues.
• Fix bugs: Address post-launch bugs swiftly to avoid customer dissatisfaction.

Research by Google shows that a 1-second delay in page load time can reduce conversions by up to 20%.

The Strategic Value of E-Commerce Replatforming

E-commerce replatforming is crucial for businesses aiming to thrive in today’s competitive online landscape. Transitioning to a modern platform significantly enhances performance and positions brands for sustainable growth. Over 60% of businesses experience improved site performance post-migration, leading to better customer retention and increased conversion rates.

Faster load times can boost conversion rates by 32% if pages load in under three seconds. Modern platforms offer scalability, allowing businesses to grow without overwhelming operational costs, while an effective e-commerce migration SEO strategy can help preserve rankings, with many sites seeing a 25% increase in organic traffic afterwards.

Choosing the right platform is vital:

VTEX is ideal for omnichannel capabilities, whereas Shopify and BigCommerce are perfect for ease of use. For extensive customisation, Magento stands out and Salesforce Commerce Cloud excels in complex enterprise environments.

After migrating, businesses benefit from modern SEO features. Since 75% of users never scroll past the first page of search results, visibility is essential. User-friendly dashboards simplify operations and improved navigation leads to higher conversion rates. Successful e-commerce website migration demands careful planning and testing; working with an e-commerce migration agency can minimise risks. In summary, replatforming is a strategic move that drives growth and helps businesses leverage new capabilities, ensuring long-term success in the dynamic e-commerce landscape.

Expert E-Commerce Migration Services with Rhapsody

As a leading VTEX partner, we can guide you through the entire e-commerce migration process, from platform selection and data migration to technical implementation and post-launch optimization. Our team of experienced professionals will ensure a seamless transition, minimizing downtime and maximizing the benefits of your new platform.

We understand the complexities of e-commerce migration and are committed to delivering exceptional results. Contact us today to learn how we can help you achieve your business goals through a successful replatforming project.

Talk to our experts