eBrookes — Magento to Shopify Migration

eBrookes had grown into a substantial catalogue business on Magento — a powerful, enterprise-class platform that had supported the brand well through years of expansion. The move to Shopify was a strategic decision: a deliberate step towards a faster, simpler-to-operate storefront and a more modern release workflow, taken from a position of strength rather than necessity.

The scale was the headline challenge. The catalogue ran to over 90,000 products, with deep category structures, rich attribute data, multiple variants and the kind of technical product detail that trade and retail customers rely on when they buy. Every one of those products needed to land in Shopify with full fidelity — descriptions, specifications, images, SKUs, pricing and stock all intact.

The shopping experience itself was equally important. eBrookes’ customers depend on being able to navigate a very large range quickly and precisely. That meant the new store had to carry across — and improve on — sophisticated layered navigation, multi-level menus and faceted filtering, so customers could drill down through tens of thousands of products to find exactly what they needed in a handful of clicks.

Pricing presentation was a specific, non-negotiable requirement. eBrookes serves both VAT-conscious trade buyers and retail shoppers, so the storefront needed a clean inc VAT / ex VAT toggle running consistently across product listings, product pages and the basket — implemented precisely the way the client wanted it to behave.

And, as with any migration of this size, none of it could come at the cost of SEO. Years of ranking URLs across thousands of product and category pages needed to be preserved and redirected cleanly so the brand’s hard-won search visibility carried straight across to the new platform.

We delivered eBrookes as an end-to-end programme — full design, full build, full data migration — applying our complete Shopify migration methodology from first wireframe to launch day.

Design & Build

We designed and built a bespoke Shopify storefront from the ground up, tailored to the eBrookes brand and the way its customers shop. Every template — homepage, collection, product, search and basket — was custom-designed and implemented to the client’s brief, with a clean, fast, conversion-focused interface that scales comfortably across an enormous range.

Product Migration at Scale

Over 90,000 products were migrated into Shopify’s native model with full fidelity. Magento’s configurable products, attribute sets and category tree were mapped into Shopify variants and collections, with metafields used to preserve every piece of technical detail that didn’t have a direct native equivalent. The migration was scripted, validated and reconciled so that what launched on Shopify matched the source catalogue product-for-product.

Layered Navigation, Menus & Filters

We rebuilt the discovery experience around the scale of the catalogue — multi-level mega menus, layered navigation and faceted filtering by category, attribute, brand and specification. Customers can move from a top-level department down to an exact product across a 90,000-line range without friction, with fast, predictive search backing it up.

Inc VAT / Ex VAT Toggle

We implemented a fully custom inc VAT / ex VAT pricing toggle exactly as eBrookes specified, applied consistently across collection pages, product pages and the basket. The customer’s chosen pricing view persists as they browse, giving both trade and retail buyers the price they expect to see at every step.

SEO Migration

Every Magento URL was mapped to its Shopify equivalent with 301 redirects, and titles, meta data, headings, canonicals and structured data were rebuilt natively on Shopify. We monitored Search Console closely through the cutover so the brand’s rankings transferred cleanly to the new platform.