Why Top Enterprise Retailers Migrated to Shopify? - 2023 Study

by Avnindra Sharma |

Shopify, renowned for its user-friendly approach and tailored eCommerce solutions for small and midsize businesses (SMBs), expanded its horizons with Shopify Plus, specifically designed to meet the intricate needs of larger, even enterprise-level businesses. Initially recognized as a platform catering predominantly to SMBs, the migration to Shopify became a significant milestone with the introduction of Shopify Plus, positioning itself as a premier enterprise-grade eCommerce solution.

The emergence of Shopify Plus attracted attention from significant players in the retail industry, drawing early adopters like Steve Madden and Perry Ellis. These notable successes paved the way for Shopify's transformation into an enterprise-ready platform, contradicting the notion that it was exclusively for smaller ventures. The year 2023 witnessed a profound turning point as numerous established brands migrated from platforms such as Magento, Commercetools, Salesforce Commerce, and others, affirming the distinct advantages Shopify and Shopify Plus offer to enterprise-level businesses.

This surge in migration to Shopify underscores Shopify's adaptability and expertise in meeting the sophisticated demands of large-scale retail operations. With a focus on scalability, customization, and a suite of powerful features, Shopify Plus stands as a testament to Shopify's evolution into an enterprise-ready eCommerce solution, reshaping the digital retail landscape for businesses of all sizes.

In this blog, we delved into the migration of 17 prominent brands' migration to Shopify in 2023. These companies, most with revenues exceeding $50 million and operating more than five stores, transitioned from various eCommerce platforms to Shopify. While numerous other brands might have also shifted to Shopify or Shopify Plus in 2023, our research concentrated on these specific brands in order to gather the main reasons why these retailers chose Shopify.


Success Stories of Brands that Migrated to Shopify/Shopify Plus in 2023

Daniel Wellington

Daniel Wellington, a luxury watch retailer, switched from Commercetools to Shopify Plus, making their work smoother and saving money. They used to have complex and expensive tech systems, but Shopify Plus changed that by cutting their licensing costs by half and helping them work faster. This move made their projects quicker, needing less work time, and let them adapt faster to what customers wanted. Shopify Plus already had lots of features they needed, so they didn't have to spend lots of time and money building things from scratch. With Shopify, they could grow without making long-term plans and added different tools to improve how they sell online. This switch saved them about half a million euros each year, making them want to explore more ways to use Shopify, like selling to other businesses, making personalized ads, selling in more places, and using social media to grow.


PAIGE, an American fashion brand known for premium denim, faced significant troubles on its old Commercetools platform, especially for its international sales. Outsourcing their online store brought limitations that made it tough for PAIGE to choose vendors and make decisions, resulting in a not-so-good experience for shoppers outside the U.S. Problems like slow shipping, unclear delivery dates, and poor customer support showed the weaknesses in how they were working.

To fix these issues and grow better, PAIGE changed direction. They moved away from their old vendor and took control of their online store. With their new VP of Technology, they migrated their online store to Shopify. This change let PAIGE make different shopping experiences for each country, making it easier to buy things, see products, and choose shipping. Instead of using a middleman, they started sending products directly to customers, which saved money and made shipping much faster. This move aimed to give PAIGE more control over their work and make it easier to sell more worldwide.


Trim-Tex Inc., a leading USA-based manufacturer specializing in drywall corner beads and accessories, transitioned from Salesforce Commerce Cloud to Shopify Plus. Seeking enhanced control and flexibility, the shift empowered Trim-Tex to effectively manage its digital infrastructure. The brand faced a distinctive challenge of creating numerous custom team-specific online stores within Shopify, efficiently addressing the diverse needs of sports teams, clubs, and companies seeking personalized Trim-Tex products.

Encountering limitations with Salesforce Commerce Cloud in terms of cost and flexibility, Trim-Tex explored alternative platforms before their migration to Shopify Plus. This transition allowed the brand to establish a more adaptable and controlled environment, particularly for their varied customized team-specific webshops. The move aimed at catering to the specific demands of their customer base, enabling a seamless experience for those seeking personalized Trimtex products.

Universal Store

Universal Store opted for migration to Shopify from Magento to Shopify, driven by the pursuit of a genuine omnichannel experience for their customers. The limitations of Magento became evident, prompting the need for new integrations that the platform couldn't effectively provide. Seeking a more versatile solution, the shift to Shopify was motivated by the platform's ability to cater to the demands of omnichannel retailing that Universal Store aspired to offer.


Morrison's transition to Shopify Plus was pivotal for their growth. Originating as a footwear brand blending Spanish craftsmanship with bold design, Morrison initially faced challenges with Prestashop, their previous platform. Dependent on external programmers and experiencing website instability during peak traffic, they sought a more stable and versatile solution. Migrating to Shopify Plus provided a transformative shift, eliminating reliance on external programmers and ensuring website stability. This migration resulted in a remarkable 15% increase in eCommerce conversion rates. By seamlessly integrating physical stores, B2B, and eCommerce through Shopify POS, they experienced a substantial 10% surge in physical store sales. This transition enabled Morrison to craft a genuine omnichannel strategy, fueling their expansion and equipping them with a stable platform capable of leveraging key sales events like Black Friday.

BuyBuy Baby

BuyBuy Baby, a renowned American retailer specializing in infant and toddler merchandise, recently had a migration to Shopify Plus from Oracle Commerce. With 137 stores across the United States, this migration aimed to enhance BuyBuy Baby's online presence. Completed within a challenging but successful 90-day timeframe, the move to Shopify Plus reflects a strategic effort to revamp their online platform. Recent reports indicate BuyBuy Baby's adoption of Shopify not only for their online operations but also for integration into their physical retail stores, showcasing a notable industry trend towards Shopify among enterprise-level retailers.

John Hardy

John Hardy, known for its artisan handcrafted jewelry, underwent a significant shift from Salesforce Commerce Cloud to Shopify Plus due to limitations in scalability and flexibility within Salesforce. The rigid and costly nature of Salesforce prompted the move, driven by Shopify's customization capabilities. With a swift migration within three months, John Hardy unveiled a refreshed eCommerce store, ensuring continuity for existing customers and facilitating future scalability. This strategic move positioned them for continued growth, signaling a commitment to evolving their Shopify store and promising an elevated shopping experience for their clientele.

Banana Republic Home

Banana Republic Home, the home decor and furniture arm of Banana Republic, recently joined hands with Shopify to enhance its in-store and online sales experience. With this collaboration, Banana Republic Home migrated over a dozen retail stores to Shopify's point-of-sale (POS) system. This move aims to streamline the management of both physical store and online sales for Banana Republic Home, ensuring a smoother shopping experience for customers.

Cos Bar

Transitioning from Magento to Shopify Plus empowered Cos Bar with a more streamlined and efficient digital framework. With this shift, they gained increased operational agility and modernized their digital infrastructure, allowing for more responsive marketing strategies and streamlined customer experiences.

Other brands like Shiels, Patrick James, Oak + Fort, Keen, and Saje Natural Wellness also migrated their online store to Shopify in 2023 from different eCommerce platforms.

Herschel Supply Company

This Canadian brand, renowned for its luggage and backpacks, has seen substantial success with Shopify, boasting over $150 million in annual sales through the platform. Leveraging Shopify's integration with their social media presence, Herschel adeptly connects with its customer base, converting interactions into seamless shopping experiences, amplifying their online retail potential.

Delsey Paris

Renowned for crafting quality leather goods, Delsey Paris aimed to revamp its E-shop, focusing on enhancing user journeys, optimizing average order values, and leveraging Shopify's integration with Klaviyo for revenue generation through targeted emails and SMS. The strategic approach aimed to align their online platform with their redefined identity, prioritizing improved sales conversions and an enhanced shopping experience for customers.

Based on our findings, other brands such as Shiels, Patrick James, Oak + Fort, Keen, Pucci, and Saje Natural Wellness also switched their online stores to Shopify in 2023. Their migration from different eCommerce platforms aligns with the similar reasons outlined by the aforementioned ten brands.

Common Reasons for Brands Migrating to Shopify/Shopify Plus eCommerce Platform

The migration to Shopify and Shopify Plus by several established brands in 2023 reflects a trend driven by common challenges faced by retailers on previous platforms and the diverse benefits offered by Shopify's solutions. Here are the common reasons for the majority of retailers that migrate to Shopify:

  • Enables Multichannel Sales: Shopify empowers retailers to sell across various platforms like Facebook, Instagram, Amazon, and eBay simultaneously.

  • Strong Support Ecosystem: It boasts a robust network of agencies and developers capable of meeting diverse retail requirements, ensuring excellent support for eCommerce needs.

  • Seamless Integrations: With easy integrations, Shopify offers modern solutions addressing omnichannel retail needs, and enabling interactive user interfaces that align with modern consumer expectations.

  • Extensive App Store: Shopify's app store presents a diverse array of applications that elevate site functionality. Additionally, Shopify POS streamlines store transactions, creating a connected commerce experience.

  • Scalability and Versatility for All: Shopify caters to both beginners and enterprise retailers, offering an adaptable framework suitable for varying business scales.

  • Security Standards: Shopify ensures security with SSL certification and PCI-DSS compliance, a feature lacking in other platforms like Magento.

  • Cost-Effective with Modern Features: It delivers eCommerce capabilities at a lower cost compared to other platforms, all while meeting contemporary consumer demands.

  • Enhanced Catalog and Inventory Management: Shopify offers better control over product catalogs, checkout processes, and inventory management, facilitating smoother operations.

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The success stories of enterprise retailers; their migration to Shopify and Shopify Plus underline the transformative power of these platforms in addressing the diverse challenges faced by retailers operating on older systems. As the digital commerce landscape rapidly evolves, Shopify and Shopify Plus have emerged as industry leaders, catering not just to small and midsize businesses but also meeting the intricate demands of enterprise-level retail operations.

In 2024, what customers expect in terms of delivery has changed significantly. Faster shipping, once a luxury, is now a must-have for sales success, already adopted by major retailers. To meet these evolving consumer demands, retailers worldwide are adopting efficient eCommerce platforms like Shopify, coupled with robust Omnichannel Order Management Systems (OMS) such as HotWax Commerce.

HotWax Commerce has pre-built integration with Shopify that helps retailers establish a smooth flow of responsibilities and quickly implement their omnichannel strategies. Steve Madden, Perry Ellis, and ADOC are among the brands that selected HotWax Commerce to deliver efficient omnichannel experiences like same-day and next-day delivery, in-store pickup, and pre-orders. Our Shopify apps enable retailers to activate Shopify's omnichannel strategies within days, enabling faster execution of Buy Online Pick-Up In Store (BOPIS), Ship from Store, and Pre-Order initiatives.

Elevate your retail operations by harnessing the power of Shopify/Shopify Plus eCommerce combined with HotWax Commerce’s Omnichannel Order Management System. Discover how this combination enables your business to adapt swiftly, meet evolving customer demands, and seize opportunities in the dynamic retail environment.

Ready to transform your eCommerce business? Contact us to get started!