Outdoor Look — Magento to Shopify Migration

Outdoor Look had built an excellent business on Magento — a robust, enterprise-class platform that had served them well for years. The decision to migrate to Shopify was a strategic one: not a reaction to platform limitations, but a deliberate move towards a future-state stack that better matched the brand’s operational direction.

Shopify offered the speed of release, the marketing tool ecosystem, and the operational simplicity the team wanted to lean into as the business scaled. The challenge was carrying everything Outdoor Look had built on Magento across to Shopify cleanly — without losing data, customers, rankings, or momentum.

The Magento catalogue was substantial. Multiple product types, configurable products with deep variant matrices (size, colour, fit), category trees several layers deep, attribute sets, custom attributes, and rich product content. Every detail needed to translate into Shopify’s native model without losing the richness customers expected on a product page.

The customer base and order history was equally substantial. Years of customers, billing and shipping addresses, marketing consent, customer groups, store credit balances, and a full order ledger needed to migrate intact so customer service, returns and reorder workflows continued uninterrupted.

SEO was the highest-stakes element of the migration. Outdoor Look ranks across thousands of high-intent product and category terms — outdoor clothing, walking boots, waterproof jackets, fleeces, base layers. Every ranking URL, every piece of structured data, every internal link and every backlink target needed to be carried across to Shopify equivalents with surgical precision.

Marketing was also tightly woven into the Magento setup. Google Ads relied on a Magento-specific product feed, email automations leaned on Magento customer and order events, and a number of operational integrations (inventory, fulfilment, accounting) were Magento-native. All of these needed to be re-platformed onto Shopify-native equivalents in the same project.

The bar was simple: complete continuity for customers, no SEO setback, and a launch day that the business genuinely felt as an upgrade rather than a disruption.

We approached this as a programme of work, not a project. Our full Shopify migration methodology was applied end-to-end, and every Magento touchpoint was mapped before any data was moved.

Customer & Order Migration

The full Magento customer database — names, multiple addresses per customer, marketing consent, customer groups, account history and tags — was migrated into Shopify with secure password reset on first sign-in. Order history was migrated record-by-record including line items, taxes, shipping, fulfilment status and customer notes, so customer service and returns workflows kept moving without interruption.

Product Catalogue Migration

Magento’s configurable products, attribute sets and category tree were translated into Shopify’s native variant and collection model. Product descriptions, images, sizing information, technical specs, pricing tiers, stock levels and SKUs were all migrated with full fidelity. Where Magento attributes did not have a direct Shopify equivalent, we used metafields to preserve every detail without compromise.

SEO Migration

Every Magento URL — product, category, CMS page — was mapped to its Shopify equivalent with 301 redirects. Page titles, meta descriptions, H1s, canonical tags, hreflang where needed, and structured data (Product, Breadcrumb, Organisation, Review schema) were rebuilt natively on Shopify. We monitored Google Search Console hourly through the cutover and the brand’s organic visibility held the line and then began climbing as the new theme’s improved Core Web Vitals started compounding.

Shopify Theme Build

We built a bespoke Shopify theme designed around the way customers shop for outdoor clothing — strong category navigation, faceted filtering by activity, size, fit, season and weather rating, predictive search, large product imagery, sizing guides and clear stock messaging. Native Shopify checkout replaced the previous checkout, delivering measurable conversion uplift on launch.

Google Ads & Shopping

The Google Ads stack was rebuilt against Shopify’s native product feed in Merchant Centre. Performance Max, Shopping, branded protection and dynamic remarketing were all rebuilt against the new conversion tracking — enhanced conversions, consent mode, GA4 ecommerce events — so attribution was clean from the first day.

Email Marketing

The Magento-era email programme was rebuilt on a Shopify-native marketing stack — welcome series, browse abandonment, cart abandonment, post-purchase, replenishment, seasonal campaigns and win-back flows. Subscriber data and consent migrated cleanly, segmentation was rebuilt around Shopify customer and order events, and email started compounding as a revenue channel from week one.