metric 01
$850K
MRR at migration anniversary. DTC + Amazon parallel combined.
§
§ · case study · big game sports
Big Game Sports · Magento 2 to $850K MRR.
A 22-month rebuild moved an athletic equipment brand off legacy Magento 2 and onto Shopify Plus. Then came the speed work and a parallel Amazon channel. The payoff: +340% revenue, 1.9s LCP, and 38% of sales on Amazon.
Four numbers after the replatform.
Big Game Sports left Magento 2 and now runs $850K a month, with Amazon carrying 38 percent and DTC the rest. If you run a store like this, the starting point will feel familiar. A Magento build that worked but hurt. Performance you paid for and never quite got. Enough retail revenue to make a ground-up rebuild feel scary.
Twenty-two months changed all of it. Every number on this page is measured on Shopify Plus. Each one is verified against Google Search Console and Amazon Seller Central.
metric 02
+340%
YoY revenue vs final TTM on Magento 2, all channels.
metric 03
1.9s
LCP on mobile post-optimisation. Down from 4.6s on Magento.
metric 04
38%
Amazon share of total brand revenue after parallel launch.
§ 02 · the challenge
Legacy platform, modern expectations.
Big Game Sports was a $2.4M annual business trapped on Magento 2 Open Source. The VPS hosting made sense in 2019. It made less sense every quarter after that.
The symptoms stacked up. The PDP took 4.6 seconds to reach LCP on mobile. Google Ads Quality Score had slid from 8 to 5 on the hero SKUs. Returning-visitor conversion sat at 2.1 percent.
Then the in-house developer who knew the codebase left, six months before we met the founder. Every upgrade broke something. And every broken thing needed the original developer to fix it.
The math had stopped working too. The annual Magento bill covered hosting, a pro-rated Adobe Commerce licence, and a three-developer retainer. That bill ran higher than a Shopify Plus licence plus our full retainer would.
Amazon was growing, but the brand barely used it. Shelf position was decent. Even so, there was no Brand Store, no A+ content, and no Transparency codes to stop the three counterfeiters gaming the listing. DTC and Amazon also lived in separate spreadsheets that drifted apart on pricing every other week.
BFCM was eleven weeks away. The founder's ask was simple: migrate without losing the fiscal year. Our first question was whether we could do it in thirteen weeks without breaking Christmas.
§ 03 · the approach
The Revenue-Safe Replatform, thirteen weeks.
Migrations fail on SEO, data, and buyer experience. We engineered against all three.
- 01
Discovery (weeks 1-3).
We mapped every indexed URL, lifted the data schema from Magento, and audited the checkout flow. We benchmarked Core Web Vitals against competitors. A risk register put SEO, data integrity, and revenue-window protection at the top.
- 02
Front-end rebuild (weeks 4-8).
We rebuilt a Dawn-based Shopify theme with sections tuned to the product catalog. Critical CSS went inline. Hero images serve from the Shopify CDN with srcset. Fonts use display swap and preload. Third-party scripts defer through the Web Pixels API.
- 03
Data pipeline (weeks 4-10).
Customer and order history moved over via Matrixify. Product metafields came from the Magento attribute set. Historical reviews migrated to Okendo, and loyalty points rebalanced under a new program. We rebuilt the Klaviyo account from scratch and inherited abandoned customer lists via CSV import.
- 04
SEO safeguards (weeks 10-12).
Every indexed Magento URL got a 301 to its Shopify equivalent. Canonical tags and hreflang stayed intact. Structured data improved. Sitemaps went to Search Console within the hour after DNS flipped.
- 05
Soft launch (week 12).
We routed 10 percent of buyers to Shopify via Cloudflare workers while 90 percent stayed on Magento. Conversion parity was confirmed within 36 hours.
- 06
Full cutover (week 13).
DNS flipped during a 4am Tuesday window. Revenue held flat on day one. It was up 12% by day seven and up 31% by day thirty.
§ 04 · the stack
Seven tools, tight integration.
01 · platform
Shopify Plus
Dawn-based theme. Sections + Blocks. Shopify Markets for Canada.
02 · migration
Matrixify
Customer + order + product migration from Magento 2. 217K records.
03 · email
Klaviyo
Abandoned cart, back-in-stock, BFCM warm-up flows.
04 · attribution
Triple Whale
Cross-channel attribution covering DTC + Amazon + Google Ads.
05 · reviews
Okendo
Photo reviews. Sport-type filtering. Syndicated to Google Shopping + Amazon.
06 · support
Gorgias
Warranty claim macros. Sizing guidance. Amazon ticket forwarding.
07 · CDN
Cloudflare
Image optimisation layer. Worker-driven soft-launch routing.
08 · amazon
Brand Registry
Transparency codes. A+ content. Brand Store. Subscribe and Save.
§ 05 · the results, before and after
Migration metrics that compounded.
| metric | Magento 2 (final TTM) | Shopify Plus (month 22) | change |
|---|---|---|---|
| MRR | $193K | $850K | +340% |
| LCP mobile | 4.6s | 1.9s | -59% |
| PDP conversion | 2.1% | 4.3% | +105% |
| Google Ads Quality Score (avg) | 5 | 8 | +60% |
| organic sessions YoY | -8% | +72% | recovered + grew |
| Amazon share of revenue | 12% | 38% | +217% |
Numbers verified against Shopify, Search Console, and Amazon Seller Central dashboards on April 1, 2026. Screenshots available on NDA request.
Q2 2026 follow-up: Repeat-purchase rate measured at 38% on the 12-month trailing cohort (up from 24% pre-engagement). B2B wholesale share now 22% of MRR after enabling Shopify Plus B2B Company Accounts in March 2026. LCP held at 1.9s through Q2 despite +18% catalog growth.
"The migration that did not break Christmas."
Founder
Big Game Sports · athletic equipment
§ 07 · your migration
Your Shopify Plus migration starts with a call.
30-minute audit. Honest read on migration fit, timeline, and revenue-window risk. Scoped quote within 48 hours.
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