Moving an ecommerce website to a new platform

Making the decision to move 800+ SKUs to BigCommerce’s Stencil platform was not easy. But the current checkout experience was poor and they needed a cohesive design that could take them into the next stage of their business. This client needed a partner to handle the technical heavy-lifting and upkeep and then train them on how to manage products and blogging.


When your business is 100% ecommerce, your site needs to be optimized and converting. Our client knew they needed a platform that allowed more customization, to create a more cohesive experience, and one that provided an optimized checkout experience. The problem? There are many SaaS ecommerce providers and each have their pros and cons.

With this project, our goal was to first identify which ecommerce platform was the best for our client. Considering Magento, Shopify, BigCommerce, and WordPress + WooCommerce, we first had to work through the digital strategy of the client to find out what platform had the best solution.

  • How many SKU’s currently existed and what was the 2-year plan for growth?
  • What was the current information architecture (IA) of the site and where did it need to be?
  • What was the content strategy? How much were they looking to rely on blog and video content?
  • What were their current integrations for business operations, including shipping and fulfillment?
  • What was the current digital marketing strategy and how did it need to be supported?

These questions had to be worked through in order to re-platform to the right solution.

We don't want to invest time and money into a new commerce platform and have it not be the right fit.


We first reviewed their current site with a heuristic analysis, which allowed us to see what was working and what was not. By mapping what they had to their business goals, we could identify and validate the technology gaps. As with any re-platforming project, sites will take a hit with SEO, but we wanted to:

  • Minimize the impact on search engine rankings.
  • Identify keywords for on-page SEO so their product categories not only made sense to the end user, but maximized topical search terms by their target customers.
  • Go through a formal information architecture process, connecting their product categories to their blog to better utilize their content strategy while increasing their target keywords.
  • Complete a content audit so we weren’t moving over irrelevant our outdated content and products.

With our website requirements in-hand, we were finally able to identify the best ecommerce platform to use. We identified BigCommerce for it’s independent SSL certificate at checkout, customization abilities, and it had integration into their current systems. 


Branch Strategy was able to provide our client with the information they needed to make the best decision for their business. With an independent perspective, they were able to pick an ecommerce platform that could meet their immediate needs while also scaling to meet their needs in the future.

Know what to do and in what order

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