Shopify migration to support DTC and trade growth

Foreva Farmers Ltd migrated from WooCommerce to Shopify to create a scalable ecommerce platform that supports both direct-to-consumer sales and B2B trade ordering. The work improved platform stability, refined the user experience, and introduced structured CRM automation, enabling the business to grow across both channels without increasing operational complexity.

THE PROBLEM

Foreva Farmers was operating on WooCommerce but required a more stable and scalable ecommerce platform.

The business serves two distinct audiences:

• Consumers purchasing directly online

• Trade buyers requiring account access and pricing control

The platform needed to support both within a single storefront. The existing site provided a solid base but required improvement. Navigation lacked clarity. Product hierarchy was not structured for scale. Mobile usability needed refinement.

The brand has a clear positioning. Natural, grounded, sustainability-led. Any changes had to improve performance without losing that identity.

The migration also needed to:

• Protect search visibility

• Maintain data integrity across products, customers, and orders

• Deliver simple and scalable trade functionality

• Introduce CRM automation from launch

Failure would risk loss of visibility, poor user experience, and increased operational effort.

THE IDEA

We approached the work as a controlled rebuild. The goal was to improve structure and performance without disrupting what already worked. Shopify was selected for its reliability and scalability. A customised Shopify 2.0 theme allowed us to retain familiar structure while improving usability.

Key decisions:

• Refine navigation and product hierarchy rather than redesign from scratch

• Implement gated trade access with clear pricing logic

• Prioritise mobile performance across all templates

• Rebuild core ecommerce configuration properly within Shopify

Discovery focused on:

• Existing UX and site structure

• Content performance

• Functional gaps between DTC and trade

The build combined migration and optimisation:

• Product catalogue, customers, orders, and content migrated accurately

• Payments, tax, and shipping configured correctly

• Trade functionality implemented using tagging or stable third-party tooling

Klaviyo was integrated at launch.

Three core flows were implemented:

• Welcome

• Abandoned checkout

• Post-purchase

THE OUTCOME

Foreva Farmers now operates on Shopify with a structured ecommerce platform that supports both consumer and trade activity. The storefront retains the brand’s identity while improving usability.

Key outcomes:

• Clearer navigation and product structure

• Improved mobile performance

• Gated trade access with scalable pricing control

• Clean ecommerce configuration across payments, tax, and shipping

• CRM automation active from launch

SEO visibility was maintained through:

• 301 redirect mapping

• Metadata transfer

• Sitemap submission

• Search Console indexing

The business now has a platform that is easier to manage and better suited to support growth across both channels.

The migration delivered a more stable and structured ecommerce platform without disrupting brand identity. The business is now positioned to scale both DTC and trade activity with greater control and less operational friction.