A close-up, top-down view of multiple colorful balls of yarn tightly packed together

Shetland Wool

Shetland Wool’s migration to Shopify modernised their eCommerce operations, delivering a faster, more scalable store that preserved their SEO continuity, improving performance and customer experience.

Client Link

shetlandwoolbrokers.co.uk

Services Used

KEY RESULTS.

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Increase in online revenue after launch

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Increase in user engagement

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Increase in pages viewed per user

BACKGROUND.

Recognised for their unique fleece and century-old practices, Shetland Wool continues to inspire knitters and crafters worldwide.

Shetland Wool, a Jamieson & Smith company, has been at the heart of Shetland’s textile heritage for decades, acting as a trusted wool broker and champion of the islands’ unique fibre traditions.

With an expansive product range, global stockists, and a reputation built on craftsmanship and authenticity, the brand needed a digital platform that supported both their heritage and their future growth.

Before migrating to Shopify, the business ran their eCommerce store through Octatis, used a separate WordPress blog for editorial content, and relied on Winman as their ERP for stock and operational management. Their content lived across multiple systems, product updates were time-consuming, and connecting data between platforms lacked the smoothness modern retail demands.

BRIEF.

A full replatform to Shopify that unified all systems into a single source of truth, while elevating the website through a theme-led build.

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.

Laptop displaying a Shopify website for Jamieson & Smith / Shetland Wool on a textured fabric background

HOW WE HELPED.

We guided the migration to Shopify from first steps to launch, rebuilding the site’s collection structure and building a theme-led website needed for a new start on Shopify.

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.

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.

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.

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.

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.

CONCLUSION.

Significantly higher user engagement and a marked increase in revenue, indicating strong performance after migration.

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.