Home Case StudiesMagento to Shopify Migration for Opulence of Southern Pines

Magento to Shopify Migration for Opulence of Southern Pines

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Introduction

Opulence of Southern Pines, a premium lifestyle and home décor retailer, required a seamless transition from their Magento platform to a more scalable and user-friendly Shopify Store. TheGenieLab, a specialized Shopify Agency, was engaged to deliver a full Magento to Shopify Migration while implementing modern features to improve conversion rates, streamline operations, and enhance customer experience.

Project Background

The client’s Magento platform had become cumbersome to manage, with ongoing issues in product management, site speed, and mobile usability. With growing customer expectations and increased competition, a migration was necessary to support business growth. The project began in early 2024, with TheGenieLab providing incremental improvements over time to ensure a smooth migration and professional result.

Migration Process and Key Deliverables

1. Magento to Shopify Migration

TheGenieLab executed a complete migration from Magento to Shopify, including: Product catalog migration with verification of SKUs, prices, and variants Custom collection and brand page setup replicating Magento filtering capabilities Data migration of customer accounts, order history, and reviews SEO preservation with redirects, canonical fixes, and URL restructuring

2. Brands Page Implementation

One of the client’s major goals was to maintain a strong brand showcase. TheGenieLab developed a dynamic Brands Page, featuring alphabetical navigation, improved design, and responsive layouts.

3. Conversion and Engagement Tools

To increase sales and improve customer retention, the following features were added: Abandoned cart recovery emails with discount code incentives Wishlist functionality for repeat customers Preferred Customer Program with automated discounts Gift card enhancements with personalization and custom price options

Challenges and Solutions

Throughout the project, various challenges were encountered, such as SKU duplication, image quality issues, and filtering differences between Magento and Shopify. TheGenieLab provided solutions including SKU generators, app integrations, and manual corrections to preserve product integrity and enhance the visual presentation of the Shopify Store.

SEO and Performance Improvements

Following the migration and ongoing improvements, the site experienced strong growth in visibility and engagement. Based on Google Search Console data:

Total Impressions: Increased from ~4,000 per day in early 2024 to consistent levels of 6,000–12,000 per day by mid-2025 – a growth of approximately 50–200%.
Total Clicks: Increased from ~10 per day pre-migration to 25–50 clicks per day, with peaks exceeding 70 – representing a growth of more than 300%.
Click-Through Rate (CTR): Improved gradually to 0.8%, with ongoing work to enhance titles, meta descriptions, and structured content for higher engagement.
Average Position: Improved to position 19.4, indicating higher visibility across target keywords.

Business Impact

TheGenieLab’s involvement transformed Opulence of Southern Pines into a modern, scalable, and conversion-optimized Shopify Store. Key benefits included:

Simplified store management and faster content updates
Improved mobile experience and responsive design
Increased organic visibility leading to sustained traffic growth
Higher customer engagement through wishlist, loyalty, and email automation tools
Greater scalability for future brand expansion and marketing campaigns

Conclusion

The migration from Magento to Shopify was not just a technical shift, but a strategic transformation that positioned Opulence of Southern Pines for long-term growth. With TheGenieLab’s expertise as a Shopify Agency, the store now benefits from streamlined operations, higher SEO performance, and a professional online presence that reflects the brand’s premium positioning.