A new store, twice the orders.
“Since launch, traffic is up and order volume has increased significantly, so we’re really pleased with the results."
Arthur Blazey - ToyStreet Project Manager
Moving ToyStreet’s 40,000+ SKU catalogue from WooCommerce to Shopify meant bringing the shopping experience, operational systems and migration planning together. We led the Shopify build, partnering with Leftfield on SEO migration and Loncom Consulting on data migration.
The brief
ToyStreet needed a store that was easier for customers to explore and buy from, while supporting its extensive product range, complex shipping rules and day-to-day product management.
The project brought together catalogue migration, product discovery, promotional features and delivery requirements. It also needed to account for the systems behind the storefront, including StoreFeeder and the business’s shipping workflows.
The results were instant
Daily orders doubled following launch. At the first post-launch review, the ToyStreet team confirmed that the increase had appeared immediately after the move and continued through the following two weeks.
The uplift has since been sustained for a full two months post-launch, with no signs of declining as ToyStreet looks set to have its biggest peak season ever.
Making a large catalogue easier to shop
ToyStreet has a lot to offer, but finding the right product shouldn’t feel like searching through a toy box blindfolded.
We worked with the ToyStreet team to deliver a clearer, more engaging route through the range, bringing together navigation, collections, product filters and branded templates across the purchase journey. Customers can now discover products more easily, compare their options and get the information they need to feel confident choosing what comes next.
- Clearer product discovery
Navigation, collection structure and filters helped customers explore the catalogue and narrow their choices, including identifying products available for next-day delivery. - Useful information within the buying journey
Product details, reviews, supporting content and delivery messaging were considered together within the new page layouts. - More ways to merchandise the range
Promotional features, recommendations and gifting functionality gave the team tools to present relevant offers and products. - Consistent ToyStreet branding
Extensive theme customisation brought the homepage, collections, product pages, basket and checkout into one coherent shopping experience.
Keeping the business connected on Shopify
The migration went far beyond the storefront. Every operational detail behind each purchase, existing systems, stock workflows and delivery rules, also had to be carefully brought into the new Shopify setup.
- StoreFeeder integration and stock workflows
Planning the Shopify store around ToyStreet’s existing StoreFeeder operation, including product data, inventory and fulfilment requirements. This included reviewing SKU matching for multi-variant products and how stock availability would reach Shopify. - Bespoke Shipping configuration
Translating shipping requirements into Bespoke Shipping through delivery zones, courier services, packaging rules and custom rate calculations. The configuration accounted for the business’s existing shipping logic and the different products customers could buy together. - Custom split shipping for mixed baskets
Supporting eligible UK mainland baskets containing next-day products alongside supplier-stocked, preorder or backorder items. The solution combined a checkout shipping option with a custom app to separate eligible items into a linked order, allowing available products to be dispatched sooner. - Delivery estimates and next-day filtering
Accounting for stock availability and supplier information in delivery messaging, while allowing customers to filter products by those available for next-day delivery. This helped customers identify products available sooner and understand their expected delivery times. - REVIEWS.io integration
Incorporating product review widgets and selected review highlights into the storefront, with placement and styling considered as part of the product page design. The migration also ensured that existing product reviews were retained and not lost when the new store launched. - Swish wishlists
We integrated Swish wishlist controls into product pages and product grids, allowing customers to save favourites and return to them later. The setup also supported importing existing wishlist data, so saved selections could be carried across from WooCommerce to Shopify. - Complex catalogue and customer data migration
Defining the Shopify product data structure and working with Loncom Consulting on the migration of products, collections, customer records, order history and content. The product data needed to support filters and custom functionality as well as the individual product pages. - SEO migration and content continuity
Working with Leftfield on SEO migration, coordinating redirect, metadata and canonical requirements with the new site structure and migrated content. - Gift cards and promotional features
Implementing gift cards with custom values as a distinctive feature, alongside multibuy offers, free gifts, recommendations and upsell placements within the new shopping experience.
These elements needed to work together. Stock information influenced availability and delivery options, while product data supported both the customer’s shopping experience and the team’s operational workflows.
A tailored foundation for ToyStreet
Our work on similar ecommerce projects provided a useful starting point. We applied relevant experience and established development practices, then tailored the foundation to ToyStreet’s branding, navigation, content and shopping requirements.
This supported an efficient development process while allowing more effort to go towards the details specific to ToyStreet.
The uplift held beyond launch
The change in order volume was visible from day one. The two-week and two-month follow-up reviews confirmed that the increase had been sustained, with order volumes still running at approximately twice the previous daily average.
Traffic also increased, although uncertainty over historical tracking accuracy made a precise traffic comparison less reliable. Daily orders provided the clearest commercial measure.
Uplift observed from day one and sustained consistently for two months after launch, up to the publication of this case study.
A strategic partner throughout the migration
“The ToyStreet migration went really well. What we really valued was that they didn’t just take the brief and build it, they challenged our thinking, shared their perspective and suggested better ways of doing things where they saw an opportunity."
Arthur Blazey - ToyStreet Project Manager
We worked with ToyStreet to shape how the new store would support its customers and day-to-day operations. That meant questioning assumptions, discussing trade-offs and recommending alternatives where we saw a better way forward.
This is the thinking behind our eCommerce strategy service, helping merchants make informed decisions about where to focus their time and investment. The feedback captures the value of that approach:
For ToyStreet, that collaboration helped shape the build and gave the team confidence in the decisions behind it. It’s the kind of contribution we believe merchants should expect from a modern Shopify agency.
A stronger platform for ToyStreet’s next stage
ToyStreet’s migration brought a substantial catalogue, established operational requirements and a new shopping experience together on Shopify.
We built the storefront and worked with specialist SEO and data partners to coordinate the move. Daily orders doubled after launch, and the increase continued through successive performance reviews.
ToyStreet now has a Shopify store its team can build on, with its catalogue, merchandising and operational requirements considered together.
Planning your move from WooCommerce to Shopify?
Talk to Inspira about your catalogue, integrations and delivery requirements, and what you want your next store to achieve.
Frequently asked questions
Can complex WooCommerce shipping rules be recreated on Shopify?
Yes, with the appropriate configuration and custom development where needed. For ToyStreet, we used Bespoke Shipping to accommodate delivery zones, courier services, packaging rules and custom rate calculations. This brought the business’s shipping requirements into the new Shopify setup.
Can existing product reviews and wishlists be retained during a Shopify migration?
Yes, subject to the source data and the apps involved. ToyStreet’s migration retained existing product reviews through REVIEWS.io, with review widgets incorporated into the new storefront. The Swish wishlist solution also provided an option to import customers’ existing wishlists.
Can Shopify handle a catalogue with more than 40,000 SKUs?
Yes. ToyStreet’s migration included more than 40,000 SKUs. We defined the product data structure and worked with Loncom Consulting on migration, ensuring the catalogue supported collections, filters and custom storefront features.
Can Shopify support split shipping for preorders and in-stock products?
Yes. For ToyStreet, we combined a checkout shipping option with a custom app for eligible UK mainland mixed baskets. When selected, the workflow separates next-day eligible products into a linked order so they can be dispatched sooner, while supplier-stocked, preorder or backorder products follow separately.
Can we migrate to Shopify while keeping StoreFeeder?
Yes. ToyStreet’s migration accounted for its existing StoreFeeder operation, including product data, stock availability and fulfilment workflows. The project also considered SKU matching for multi-variant products. The right approach depends on how your business uses StoreFeeder and which data needs to move between systems.
What results did ToyStreet see after moving from WooCommerce to Shopify?
ToyStreet reported that daily orders doubled immediately after launch. The increase continued through subsequent performance reviews, with the team confirming that orders remained at approximately twice the previous daily average.
Who delivered ToyStreet’s WooCommerce to Shopify migration?
Inspira led the Shopify store build, including extensive theme customisation, shopping features and operational requirements. Leftfield handled SEO migration, while Loncom Consulting handled data migration.