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Nutribén Ecommerce Replatforming: WooCommerce to BigCommerce for a Leading Spanish Baby Nutrition Brand
BigCommerce replatforming, SAP and logistics integration, loyalty migration, mobile-first UX, and checkout optimization for a leading Spanish consumer brand
Project Summary
Nutribén, a leading Spanish baby nutrition brand operating under Grupo Alter, needed to replace its WooCommerce ecommerce platform, which had become heavily dependent on ad hoc development, suffered from unreliable cart and checkout performance, and was becoming increasingly difficult to maintain. Elogic Commerce delivered the strategy, architecture, and technical build for the replatforming to BigCommerce, engaging with SAP and logistics integration, migrating the Club Nutribén loyalty program, and redesigning the storefront around mobile-first UX, since 80% of the brand’s traffic came from mobile devices, while managing SEO continuity through the transition. Following launch, conversion rate rose from 6.5% to 8.0%, mobile page load improved by 37%, and checkout errors fell by 35%.
Key Outcomes
Up to 17%
reduction in cart abandonment
37%
faster mobile page load
12%
increase in mobile average order value (AOV)
35%
reduction in checkout errors
About the Client
Nutribén is a long-established Spanish baby nutrition brand operating under Grupo Alter. Its ecommerce operation evolved incrementally over several years, starting from a WordPress blog and product catalog, then adding a WooCommerce store built in partnership with a pharmacy intermediary, later a loyalty points program, and eventually a direct-to-consumer fulfillment relationship with a logistics operator. Each addition required custom, ad hoc development on top of WooCommerce, since none of the systems had native connectors. By the time of this engagement, an internal performance audit had identified high ad hoc dependency, unreliable cart and checkout behavior, a roughly 20% share of users never completing account activation, and a platform the business considered increasingly obsolete relative to modern alternatives.
Project Complexity
WooCommerce had accumulated custom connections to a pharmacy fulfillment partner (no longer in use), a loyalty points platform, and a logistics operator whose native module couldn’t be used due to conflicts with existing customizations, meaning very little of the legacy integration layer could be reused or simply migrated.
The new platform needed direct or API-based integration with both SAP (order, product, and pricing data) and HIVE (real-time logistics and stock synchronization), replacing fragile, ad hoc connections with a structured, maintainable integration layer.
The existing Club Nutribén points and membership database needed full migration to the new platform, with a defined approach for handling non-migratable credentials and communicating the transition to existing members without disrupting their loyalty status.
With 80% of traffic on mobile and cart/checkout identified as a critical failure point in the legacy platform, the UX had to be rebuilt around mobile performance and a simplified, leakage-reducing purchase flow, not simply ported from the old design.
Nutribén’s existing SEO equity needed to be protected through URL structure, 301 redirects, and metadata continuity, a standard risk point in any full platform migration.
Business Challenge
01
WooCommerce had become dependent on extensive ad hoc development, driving up costs and slowing every change
02
Cart management and checkout reliability were identified as critical failure points in the existing platform
03
Roughly 20% of new users never completed account activation due to email delivery issues
04
Non-native integrations with the logistics provider (HIVE) meant the business couldn’t access the provider’s full functionality
05
SEO performance was underperforming for the brand’s core product keywords
06
The mobile experience needed significant improvement given that the majority of traffic arrived on mobile devices
Elogic Commerce's Solution
Platform Strategy and Selection
Elogic Commerce assessed Nutribén’s requirements against BigCommerce’s capabilities, prioritizing a standard, scalable platform over further ad hoc development, with a documented cost-benefit analysis and risk mitigation plan as part of the replatforming decision.
SAP and HIVE Integration Architecture
Elogic Commerce designed a middleware layer connecting BigCommerce to both SAP and HIVE, handling bidirectional order, product, and pricing data with SAP and real-time stock synchronization with HIVE, replacing the fragile ad hoc connections in the legacy system.
Club Nutribén Loyalty Migration
Elogic Commerce migrated the full Club Nutribén member and points database to the new platform, implementing a points-based loyalty system with redemption at checkout, and defined the communication and credential-reset approach for existing members during the transition.
Mobile-First UX and Checkout Redesign
Elogic Commerce redesigned the storefront around a mobile-first approach, simplifying the purchase flow, addressing the cart and checkout reliability issues identified in the pre-migration audit, and implementing guest checkout and streamlined product-variant selection.
Marketing, Search, and Compliance Integrations
Elogic Commerce implemented Klaviyo for marketing automation, Doofinder for internal search, GDPR-compliant cookie and consent management, and modern payment methods (including local and mobile payment options), alongside Google Analytics and Google Tag Manager migration for continuity in campaign measurement.
SEO-Preserving Migration
Elogic Commerce executed the platform migration with URL preservation, 301 redirects, and metadata transfer to minimize SEO disruption through the transition, while migrating the brand’s blog content to the new platform.
Delivery Outcomes & Engineering Impact
Conversion and Checkout Performance
from 6.5% to 8.0%
increased conversion rate following the replatforming and checkout redesign.
by up to 17%
reduced cart abandonment, driven by the simplified checkout flow and resolution of the reliability issues identified in the pre-migration audit.
by 35%
Reduced checkout errors, reflecting the move away from the fragile, ad hoc checkout logic on the legacy WooCommerce platform.
Mobile Experience Performance
37%
mobile page load faster, directly addressing the mobile performance gap identified pre-migration, at a time when 80% of Nutribén's traffic was mobile.
by 12%
increased mobile average order value, following the mobile-first redesign of product pages, variant selection, and checkout.
Platform, Integration, and Continuity
Replaced
a heavily customized, ad hoc-dependent WooCommerce implementation with a standard, scalable BigCommerce platform, reducing long-term maintenance dependency on custom development.
Established
structured SAP and HIVE integrations, replacing fragile, non-native connections with a maintainable middleware layer supporting order, pricing, and real-time logistics data.
Migrated
the full Club Nutribén member and points database without loss of member history, maintaining continuity of the brand's core retention program through the platform transition.
Capabilities Demonstrated
01
Ecommerce platform strategy and replatforming (WooCommerce to BigCommerce)
02
ERP integration architecture (SAP)
03
Logistics and fulfillment integration (HIVE)
04
Loyalty and CRM data migration
05
Mobile-first UX and checkout redesign
06
Marketing automation integration (Klaviyo)
07
Search integration (Doofinder)
08
GDPR-compliant data protection and consent management
09
SEO-preserving platform migration
When This Solution Is a Good Fit
This approach is ideal for established consumer brands whose ecommerce platform has accumulated significant technical debt through years of ad hoc customization, and who need a structured replatforming that addresses ERP integration, loyalty continuity, mobile performance, and SEO preservation together, rather than in isolation.
It is generally not the right fit for newer, simpler storefronts without significant legacy integration debt, where a lighter migration approach is usually sufficient.
Planning a Replatforming for a Legacy, Highly Customized Ecommerce Store?
If your ecommerce platform has become dependent on extensive ad hoc development and is struggling with integration, checkout reliability, or mobile performance, Elogic Commerce can assess your requirements, design the integration architecture, and deliver a structured migration that preserves your loyalty data, SEO equity, and business continuity.