Enterprise Magento-to-Shopify migration for XY London — a trend-led fashion footwear brand with heels, boots, flats, bridal shoes, and bags. We rebuilt a large-catalog storefront for mobile-first shopping while preserving SEO and seasonal merchandising velocity.
XY London (xylondon.com) is an online fashion brand known for affordable, runway-inspired women’s shoes — stilettos, mules, boots, bridal, and seasonal edits like Party, Holiday, and Wedding Guest. With tens of thousands of SKUs and frequent drops, the brand needed a Shopify platform that could keep pace with campaigns without sacrificing mobile conversion or organic traffic built on Magento.
The Magento storefront struggled under peak traffic and a massive size/color catalog. Collection pages were slow, mobile checkout friction hurt revenue, and seasonal merchandising was harder than the team needed. Leadership wanted Shopify for speed and ops simplicity — but only with a migration that protected rankings, customer accounts, and the brand’s high-imagery fashion presentation.
60,000+ SKUs with size/color variants and seasonal drops
Peak traffic during launches, sales, and campaign edits
Mobile UX and checkout friction limiting revenue
Large-catalog filters and collection performance
Customer, order, and SEO URL preservation at scale
Ongoing theme and performance partnership after launch
Our Solution
How Expound Coderz delivered
Expound Coderz delivered a phased Magento-to-Shopify migration: batch catalog pipelines, mobile-first theme work, collection/filter UX for large assortments, CDN/image optimization, and a full SEO redirect map. Post-launch we stayed on as the long-term Shopify team for theme customisation and performance.
Batch migration pipeline for 60K+ products with validation
Collection and filter UX tuned for fashion footwear catalogs
Mobile-first PDP, cart, and checkout optimization
CDN and image strategy for lifestyle photography
301 redirect map for high-traffic Magento URLs
Multi-year support for theme and performance improvements
Approach
How we worked
Catalog & SEO auditSKU inventory, variant mapping, URL crawl, and mobile revenue baselines.
Architecture & themeShopify IA for Footwear, New In, Bags, and campaign edits with a conversion-focused theme.
Phased data migrationProducts, customers, and orders migrated in batches with reconciliation before cutover.
Launch & retainershipGo-live support plus ongoing theme, CRO, and performance partnership.
Results
Measurable impact
XY London launched on Shopify with preserved SEO, faster collections, and a measurable lift in mobile revenue. The team can merchandise seasonal edits faster, and Expound Coderz continues as a trusted long-term partner for customisation and performance.
60K+ products migrated with variant integrity
+38% mobile revenue after launch and CRO work
Collection pages materially faster under peak traffic
SEO equity protected via comprehensive redirects
Years of ongoing Shopify partnership with Expound Coderz
60K+Products migrated
+38%Mobile revenue
-55%Collection load time
100%SEO redirects mapped
"Been working with the Expound Coderz team for years, and they've been brilliant throughout. Whether it's customising themes or improving site performance, they always deliver."
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