• Website Migrations

A flock of birds flying across the sky. This image is a metaphor for website migration.

Every website e-commerce platform comes with its own set of features and benefits. These platforms offer unique advantages that are specific to their design and functionality. What scrapes by in Shopify may work more smoothly in Adobe Commerce, for example. As your business grows, your website needs may change from what the initial platform you started with can provide. In this article, we’ll explore the four most common signs indicating it’s time to make the move and explain the different forms of e-commerce platform migration. 

Three signs to watch for

The New Theory team has assisted hundreds of clients with website migration projects. Although there are a variety of different reasons e-commerce businesses choose to migrate to a new platform, there are three that we see most often. 

Poor website performance

If you have not made any major changes to your website but have been experiencing slow loading times or frequent crashes, this could indicate that you need to switch platforms. 

We often see poor website performance with custom-coded websites where a company has built out their e-commerce features into their website. Although this solution can be effective at the start, it can be difficult to maintain and scale as a business grows.

           -Thomas Williams, Web Developer at New Theory 

Integration limitations

Outdated technology can severely restrict a website’s capacity to add new features or integrations, limiting its adaptability and market competitiveness. This results from the old systems’ inability to communicate with newer technologies. For example, marketing automation tools such as Klaviyo or Yotpo can do much to boost an online store’s bottom line, but require more recent e-commerce platforms to function. Similarly, integrating with a backend system such as NetSuite or other ERPs depends upon an up-to-date API in your e-commerce platform. Research what specific integrations and features you would like from your website when deciding to migrate.

Inadequate security measures

When it comes to handling money online, you can’t be too careful. Different website platforms also offer different levels of capabilities and support regarding security. Growing e-commerce businesses often require a higher level of protection to avoid cyber attacks, and protect customer data. Common requirements are a PCI-DSS compliant credit card processor, such as as Stripe or Authorize.net. 

E-commerce site can also be targeted by bots testing stolen credit cards, incurring thousands of fraudulent transactions per hour and preventing legitimate business from ocuring. Steps must be taken to prevent this, such as using CAPTCHA or honey pots in checkout. 

Many of our clients start out with small custom-coded e-commerce features built into their websites. While this may work when you are working with a limited number of products and customers, this becomes much harder to maintain as a business grows. We have helped many clients migrate from custom solutions to platforms built for e-commerce, such as Shopify because security and privacy features are already built into the platform. This frees up their time to focus on other aspects of their business.

          -Thomas Williams, Web Developer at New Theory

Understanding e-commerce platform migrations

There are several forms of website migrations, and they each offer unique benefits. The selection of a particular type of migration is dependent on the specific requirements and objectives of the organization. Some of the most common forms of e-commerce website migrations and their benefits are listed below. 

Platform-to-platform migration

This entails transferring data and content from the old platform to the new one and is often one of the most popular options. For example, moving from WooCommerce to Shopify. Companies may choose this method when they need complete control over the migration process and want to ensure data accuracy and integrity. Working with a professional agency that offers migration services like New Theory ensures optimal results because a team of professionals thoughtfully handles each step of the migration process from planning to implementation.

App-based migration

This approach uses third-party applications or plugins to facilitate the migration process. It can be suitable for companies looking for a more automated and streamlined migration process, especially when dealing with large volumes of data. For example, WP Engine provides a semi-automated migration tool for folks moving to WordPress.

API/microservices migration

This involves integrating existing systems with a new e-commerce platform via APIs or microservices. For example, a company may retain their existing site, but integrate Shopify for its products listings and checkout only. Companies may opt for this to maintain certain aspects of their current systems while leveraging the capabilities of a new platform or to enable a more modular and flexible architecture.

A client’s perspective

New Theory recently collaborated with New Country Organics on a website migration project. As a leading provider of organic animal feed, New Country Organics experienced rapid growth that surpassed the capacity of its existing hosting platform. By migrating their website to Adobe’s servers and spreading their hosting across multiple servers, we helped them achieve enhanced speed and performance. This strategic move effectively eliminated previous issues related to site crashes due to high traffic. The website migration has proven to be a game-changer for New Country Organics, providing them with the digital infrastructure necessary to support their continued growth and success.

New Theory has been an invaluable partner in expanding our e-commerce business. They bring a very high degree of professionalism, artistic design, technical competence, flexibility, and integrity to their work. Our e-commerce business has quintupled during the time we have worked together. I could not recommend them more highly.

          -Jim Campbell – CEO

Taking next steps

After identifying website platform issues, the next step is to consult a professional agency like New Theory for assistance. A professional agency can assess your platform’s limitations, develop an e-commerce platform migration plan, and execute the process. With their expertise, they can ensure a smooth transition to a new platform, minimizing downtime and preserving essential functionalities. They can also provide guidance on selecting the most suitable platform for your business needs and growth. By enlisting the support of a reputable agency like New Theory, you can address platform issues effectively and set your website up for success. 

Have more questions?

Recognizing the signs indicating the need for e-commerce platform migration is essential for staying competitive and meeting evolving customer needs. Understanding the nuances of e-commerce migration and creating a comprehensive migration plan can ensure a seamless transition, positioning your business for continued growth and success. Are you interested in learning more about website migrations? Chat with the New Theory team. 

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