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Amsale: Platform Strategy and Magento-to-Shopify Replatforming with AI-Powered Search
Platform selection between BigCommerce and Shopify, Magento-to-Shopify replatforming, storefront redesign, AI-powered search, and ecommerce cost optimization for a US luxury bridal brand
Project Summary
Amsale brought Elogic Commerce in to answer a question before committing to a migration: which platform actually fit the business, Shopify or BigCommerce. Only once that was settled did the engagement move into replatforming from Magento, a storefront redesign, and AI-powered search.
The platform decision weighed Amsale’s business requirements, its existing commerce ecosystem, customer experience priorities, and long-term operating costs. With Shopify selected, Elogic used the migration as a chance to rebuild the storefront rather than reproduce it.
Across platform strategy, replatforming, UX redesign, mobile optimization, and search, the project hit its agreed KPIs for appointment bookings, mobile conversion, AI-search traffic, and platform cost.
Key Outcomes
+18%
increase in fitting appointments booked online per month
+23%
increase in mobile conversion rate
Up to +33%
increase in traffic in the first three months following AI-powered search launch
~ -25%
reduction in platform costs across licensing, hosting, and extensions
About the Client
Amsale is a US luxury bridal brand known for wedding gowns, couture eveningwear, and bridesmaid’s and formal dresses. Its ecommerce experience does more than sell online. Customers also use the storefront to explore collections and book in-person fitting appointments, so digital conversion and the path into the physical store are closely connected.
That meant the replatforming had to protect the existing commerce ecosystem while improving the experience and cutting the ongoing cost of running the platform.
Project Complexity
Amsale had not yet selected its next ecommerce platform, so Elogic first evaluated BigCommerce and Shopify against the business’s requirements.
The existing systems remained in place while the storefront moved to Shopify.
Amsale wanted a better customer experience, not a copy of the Magento site on new infrastructure.
The storefront needed to support both standard ecommerce conversion and fitting-appointment bookings, a less typical KPI for a replatforming project.
The new architecture had to lower licensing, hosting, and extension costs, not just modernize the frontend.
Business Challenge
Amsale needed a more sustainable platform without disrupting the systems and customer journeys already in place. A straightforward Magento replatforming would not have answered the broader questions around platform fit, UX, conversion, search, or operating cost.
So the project started with platform selection, not implementation. Once Shopify was selected, the focus moved to replatforming and redesign, raising mobile conversion, strengthening discovery, and bringing down the platform’s recurring cost.
Elogic Commerce's Solution
Platform Selection and Strategy
Elogic Commerce evaluated BigCommerce and Shopify against Amsale’s requirements, customer journeys, existing systems, and operating costs, establishing the basis for choosing Shopify.
Magento-to-Shopify Replatforming
Elogic Commerce migrated the storefront to Shopify, rebuilding the customer-facing experience around the new platform while preserving the systems already supporting the business.
Storefront UX/UI Redesign
Rather than reproducing the Magento storefront, Elogic redesigned around clearer product discovery, mobile usability, and the specific needs of bridal shoppers.
Mobile Experience Optimization
The redesigned storefront prioritized mobile shopping journeys; mobile conversion increased 23% following launch.
Appointment Journey Optimization
Elogic Commerce optimized the digital path to fitting appointments; monthly online fitting appointment bookings increased 18% following the redesign.
AI-Powered Search
Elogic Commerce implemented AI-powered search to improve product discovery. Traffic increased by up to 33% in the three months following the AI-powered search launch.
Platform Cost Optimization
The move to Shopify reduced ongoing platform costs across licensing, hosting, and extensions by approximately 25% compared with the previous setup.
Migration and Launch
Elogic Commerce managed the cutover from Magento to Shopify while keeping the existing ecosystem in place, validating the new storefront through launch.
Results & Business Impact
Fitting Appointments
Monthly online fitting appointment bookings increased by 18% following the redesign, strengthening the link between the digital storefront and the physical bridal journey.
Mobile Conversion
Mobile conversion increased 23% following the replatforming and redesign.
AI-Powered Search
Traffic increased by up to 33% in the first three months following the AI-powered search launch.
Platform Cost
Costs across licensing, hosting, and extensions decreased by approximately 25% compared with the previous setup.
Platform Strategy
Amsale selected Shopify following a structured comparison with BigCommerce against its business requirements, existing ecosystem, customer experience priorities, and operating costs.
Commerce Modernization
Platform strategy, replatforming, UX redesign, search, and cost optimization were handled as one transformation, letting Amsale improve the customer experience without replacing the systems already supporting the business.
Capabilities Demonstrated
01
Ecommerce platform selection and strategy (BigCommerce vs. Shopify)
02
Magento-to-Shopify replatforming
03
Shopify storefront redesign and frontend implementation
04
UX/UI modernization for luxury and bridal ecommerce
05
Mobile conversion optimization
06
AI-powered ecommerce search
07
Appointment-driven customer journey optimization
08
Ecommerce platform cost optimization
09
Replatforming with existing commerce systems and integrations preserved
When This Solution Is a Good Fit
A platform-led replatforming makes sense when the real question isn’t which migration vendor to hire, but which platform fits the business’s requirements, customer journeys, existing systems, and operating model.
Comparing platforms before implementation keeps a replatforming project from becoming a technical exercise without a business case behind it. Once the platform is chosen, pairing the migration with UX redesign, search, and cost analysis lets a business improve both the customer experience and the economics of running it at the same time.
Planning a Magento-to-Shopify Replatforming?
Elogic Commerce helps established ecommerce businesses evaluate platforms, plan replatforming strategies, redesign storefronts, and execute migrations, treating platform change as more than a technical swap. For businesses weighing Shopify against BigCommerce, Elogic can assess platform fit against requirements, existing systems, and long-term operating costs before implementation begins.