Jolicì: a new platform and a long term growth
Jolicì is an e-commerce platform for sewing, hobby and household products. Over time, the business had grown, but the underlying technology and the overall user experience made it difficult for the platform to evolve.
The transition from Magento to Shopify represented a turning point: not only a technological shift, but also an opportunity to redefine the identity of the product and build a more solid foundation for long-term growth.
Client
Jolicì
Industry
E-commerce
Year
2022 - 2025
The initial situation
The Jolicì e-commerce was running on Magento, a platform that was about to stop receiving security updates. Migrating to the next version would have required a significant investment and would have imposed reliance on external technical suppliers.
Beyond the technological risk, the platform showed several structural issues:
- friction in the checkout and inconsistencies in the purchase flow
- increasing operational costs tied to logistics and customer care
- a UX/UI no longer aligned with customer expectations
- difficulty in maintaining product data and integrations
- a growth model based on manual processes, hard to scale and optimize.
The business needed not only a new technological foundation but also a more efficient, measurable and sustainable model of growth.
Offering
Product Development
UX/UI Design
Digital Product Marketing
Implementation activities
From Magento to Shopify
Our intervention began with an in-depth assessment of the existing platform, followed by a fully redesigned information architecture and a shared vision of the target experience.
We managed the complete migration from Magento to Shopify, including:
- custom development and API integration
- migration of the product catalog and legacy configurations
- analysis and rewriting of all required features
- definition of redirection rules and data normalization
- UX/UI design and selection/customization of the new template
- performance and mobile-first optimizations.
The new Shopify environment was not conceived as a simple technological replacement, but as a strategic asset, capable of enabling continuous improvement across product, marketing, and operations.
A continuous growth journey
Alongside the redesign and replatforming, we supported Jolicì in a multi-year growth plan aimed at improving conversion, strengthening organic acquisition, reducing operational inefficiencies and unlocking new revenue opportunities.
The work focused on stabilizing the core funnel and eliminating major friction points.
We optimized the checkout, automated the recovery of failed orders, introduced new payment solutions, improved PDP and PLP content to increase add-to-cart interactions, and streamlined logistics and customer care processes through clearer communication and reduced manual work. The year closed with the implementation of the first automation flows for abandoned carts, wishlists, and upselling, giving the platform a reliable and more predictable engine for daily incremental revenue.
Then the focus shifted to continuous optimization and a stronger connection between content, acquisition and conversion.
We removed obsolete apps and unnecessary infrastructure costs, improved site performance, and introduced systematic A/B testing on the funnel. SEO improvements and enhanced stock/price alert mechanisms strengthened organic growth, while seasonal strategies (Pink Week and Christmas) were redesigned end-to-end, resulting in higher conversion rates and increased average order value.
In 2025 the project evolved toward performance refinement and diversification. We improved Core Web Vitals through a third-part platform integration, refined the new Shopify theme and introduced more advanced cross-selling and upselling logic.
Across these three years, the evolution was progressive and intentional: from removing friction and stabilizing the system, to continuous optimization, and ultimately to broadening the business model.
The result is a more performant, reliable and strategically aligned e-commerce ecosystem capable of sustaining long-term growth.
Tools and Practices
Impact Map
Goal Tree
Roadmap
Design thinking
User story map
Data-informed iteration
Implemented technologies
Shopify
Python
GNU
Linux
Fast API
Key results & impact
Between 2022 and 2024, the work on performance, funnel optimization, and automation generated a measurable impact on the efficiency and quality of Jolicì’s growth.
• Technical optimizations improved the Core Web Vitals score from 31 to 98, making the site faster, more stable, and more responsive, with direct benefits for user experience and conversion.
• Funnel optimization and cart value strategies increased the average order value of +39% YoY boosting value per session.
• Improvements across the overall experience and the introduction of lifecycle initiatives helped strengthen the customer base, with repeat customers accounting for 11.8%.
• Growth remained highly efficient even during peak promotional periods, with advertising spend kept below 4% of revenue and ROAS reaching up to 2971%, demonstrating a system where performance, conversion, and campaigns work in strong alignment.
Final result
The migration from Magento to Shopify, combined with a structured multi-year growth strategy, allowed Jolicì to evolve from a fragile and difficult-to-maintain platform into a modern, scalable and revenue-driven ecosystem.
This transformation has led to:
- a faster and more intuitive shopping experience
- a measurable increase in orders and sales
- reduced operational inefficiencies in logistics and customer care
- a more effective and continuously optimized funnel
- improved organic visibility and better performing campaigns
- automated recovery of abandoned purchases and higher lifetime value.
The work carried out has set the stage for continuous innovation and sustainable growth, enabling the Jolicì team to operate with greater autonomy, efficiency, and clarity of direction.
Lessons learned
This project shows how a technological intervention becomes transformative only when combined with product thinking, UX care and a structured growth strategy.
Migrating platforms is not enough: long-term value emerges when technology, marketing and operations evolve together, with shared priorities and continuous iteration.
By redesigning the foundation and enabling a system of ongoing optimization, Jolicì can now grow faster, experiment more safely and reduce future development and operational costs while offering users a smoother, more reliable experience.
