Shopify migration to support DTC and trade growth
Priors Skin migrated Dr Somji Skincare from WooCommerce to Shopify to support direct-to-consumer ecommerce and B2B trade ordering. The work delivered a premium clinical storefront, gated trade access, stable infrastructure, and lifecycle marketing capability. This created a scalable platform for growth while protecting existing search visibility.
THE PROBLEM
Dr Somji Skincare was operating on WooCommerce but required a more scalable ecommerce platform.
The business serves two distinct audiences:
Consumers purchasing premium aesthetic skincare products
Professional trade partners requiring account access and tiered pricing
The existing setup could not support both models cleanly within one experience.
The new platform needed to:
Handle DTC and B2B within a single storefront
Maintain a premium clinical brand standard
Protect organic search performance during migration
Improve internal management of products, customers, and orders
The migration also required careful handling of:
Product catalogue
Customer data
Order history
URL structure and SEO equity
Failure would result in lost revenue, reduced visibility, and operational friction.
THE OUTCOME
Dr Somji Skincare now operates on a stable Shopify platform built for both consumer and trade audiences.
The storefront reflects a premium clinical standard and performs across devices.
Key outcomes:
Gated trade access with reliable tiered pricing
Clean ecommerce configuration across payments, tax, and shipping
Improved internal usability compared to WooCommerce
Lifecycle marketing active from launch through Klaviyo
SEO performance was protected through:
Structured redirect mapping
Metadata transfer
Sitemap submission
Indexing support via Google Search Console
The business now has a platform that supports growth without increasing operational complexity.
The migration delivered a stable ecommerce foundation that supports both revenue streams without compromise. The platform is now positioned for ongoing optimisation across conversion, retention, and trade expansion
FAQs
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What platform was selected and why?
Shopify was selected because it provides a stable and scalable ecommerce foundation with strong ecosystem support. It allows controlled customisation while reducing reliance on custom development.
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How was B2B functionality handled within Shopify?
Trade access was implemented through a gated login with tiered pricing logic. This was managed using Shopify tagging or a dedicated application depending on stability and ease of management.
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How was SEO protected during the migration?
Legacy URLs were mapped and redirected. Metadata was transferred. A new sitemap was submitted. Indexing was supported through Google Search Console to minimise ranking disruption.
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What lifecycle marketing capability was introduced?
Klaviyo was integrated to enable automated ecommerce flows. This included welcome, abandoned checkout, and post-purchase sequences aligned to the new storefront.
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How was data migrated from WooCommerce?
Products, customers, and orders were transferred using structured migration processes. Data was validated to ensure continuity of trading and customer records.
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How was the site quality assured before launch?
The site was tested across desktop, tablet, and mobile. Functional testing covered checkout, pricing logic, and account access. Configuration was validated before go-live.