Shetland Wool

Shetland Wool required a full replatform to Shopify, including the migration of products, collections, pages, blogs and customers into a single, consolidated environment. The new store needed a new Shopify theme aligned with their brand, along with rebuilt navigation and a structured product catalogue ready for long-term use.

The project scope also defined the need to connect the store with Winman, their ERP partner, along with moving to a new reviews platform recommended by our marketing team. SEO continuity was a key part of the brief, with requirements for redirects, structured site preparation, and pre-launch checks.

Finally, the scope included Shopify training, integration with Google Analytics and a technical SEO audit to recommend priority actions, supporting sustainable growth of their new Shopify store.

Shopify theme discovery

We began by reviewing and recommending Shopify themes that aligned with the Shetland Wool brand, followed by preparing a development environment. A demo store was created to demonstrate the powerful flexibility of the theme, content structure, and key design elements. This stage allowed Shetland Wool to visualise the direction early and confirm the foundations before development began.

Data migration and mapping

To ensure a smooth transition from their previous platforms, we imported product data, pages, and historic blog content, restructuring information where needed and addressing inconsistencies. Collections were fully rebuilt in Shopify to create a cleaner, more logical catalogue structure. As part of this work, we introduced smart collections driven by mapped product data, allowing items to be automatically grouped and maintained without manual oversight. This ensured ongoing consistency and reduced the operational effort required to keep the catalogue up to date.

A theme-led storefront build

With the approved theme in place, we applied brand styling and built out core page templates, including the homepage and sample content pages. We implemented product bundle functionality, introduced a dedicated stockist page, and refined the visual presentation to create a cohesive, polished experience.

Reviews configuration and ERP integration with Shopify

We configured Shopify’s core settings, set up transactional emails, and installed Okendo for product reviews. A key part of the project was integrating with Winman, ensuring product and operational data could flow smoothly. Winman led this, and we supported this with strategic advice from our Shopify solutions strategist.

Shopify theme testing and training

Once the store was ready for review, we guided the team through UAT, supporting them as they tested customer journeys, administrative processes and theme elements. Training sessions were delivered to help the client confidently manage products, content, and order workflows on Shopify.

Launch preparation and go-live support

Ahead of launch, we completed performance checks, SEO verification, and Lighthouse reviews to ensure the store met modern standards. Customer and order data was migrated, final configurations were applied, and launch planning was coordinated with the client. We supported the site through go-live, ensuring a stable rollout.

Post-launch optimisation

Following launch, we configured GA4 and GTM, set up Merchant Centre feeds, and a post-launch technical SEO audit was completed to confirm non-critical (since critical SEO checks were in place before launch) indexing, redirects, structured data, and overall visibility were performing as expected.

Following launch, data shows several strong positives in how users are interacting with the new store. Engagement quality has increased substantially, with users now viewing 38% more pages per session and spending 68% longer on the site. This indicates that the new navigation, layout, and overall user experience are helping visitors explore content more easily and stay engaged for longer.

Revenue has increased by 58.6% compared to the previous period before launch, demonstrating that the new store supports smoother purchasing journeys and stronger conversion behaviour.

Overall, the early signs point to a more efficient and engaging user experience since migrating to Shopify. Users visiting the new store are interacting more deeply with the site and converting at a higher rate.