Legacy E-commerce Modernisation and Shopify Migration for an Australian Fishing Tackle Retailer

Industry

Retail & E-Commerce

Geography

South Melbourne, Victoria, Australia, Oceania

Cooperation Period

7+ years

Executive Summary

ClixLogix has been a trusted e-commerce technology partner to an Australian fishing tackle retailer for over seven years. The engagement has spanned Magento 1 retail enhancements, a dedicated Magento 2 wholesale portal build, ongoing platform maintenance and support, Shopify migration for both retail and wholesale channels, SEO optimisation, and content marketing infrastructure including blog and podcast integration.

About the Client

The client is an established Australian retailer specialising in fly fishing tackle, equipment, and accessories. The company operates a B2C e-commerce store serving recreational anglers, alongside a wholesale arm supplying fishing gear to trade customers across the region.

When the engagement began in 2017, the client’s Magento 1 retail site required maintenance and functional improvements to support business growth. The client also wanted to formalise their wholesale operations through a dedicated B2B portal. They chose ClixLogix for our deep e-commerce platform expertise, and the relationship has continued for over seven years, spanning platform builds, ongoing support, Shopify migration, SEO, and content infrastructure.

How We Evolved the Client’s E-commerce Operations

ClixLogix began by addressing the most pressing issues with the client’s existing Magento 1 store. Stock messaging had been a source of customer confusion, so we implemented clear status indicators, “IN STOCK,” “AVAILABLE,” and “FAST DISPATCH”, allowing shoppers to immediately understand availability. We also enabled ordering of out-of-stock products with a custom warning displayed during checkout, allowing the business to capture additional sales.

The site’s promotional workflows required manual intervention. We configured automatic addition of sale products to the SALE category, updated the sale badge colour in search results for improved visibility, and enabled dynamic banner image control for promotional category pages. These changes reduced the operational burden on the client’s team.

Mobile users had been experiencing navigation issues. We resolved problems with the Mega Menu on tablets and smaller devices, sub-categories now display on click rather than hover, which eliminated accidental navigation and improved the browsing experience. Security improvements included installing an anti-spam solution integrating Captcha and Akismet. When the business moved to a new hosting provider, our team managed the migration and resolved post-migration issues including maintenance mode errors.

Alongside the retail store improvements, ClixLogix built a separate B2B e-commerce portal for the wholesale arm on Magento 2. The core requirement was differentiating between retail and wholesale users. We implemented mandatory admin verification for new wholesale account registrations, ensuring only legitimate trade customers could access the portal. Visibility controls allow retail users to browse products and add items to a wishlist, while reserving pricing visibility and purchasing functionality for verified wholesale accounts.

Ongoing Ecommerce Maintenance

Following the initial development work, ClixLogix transitioned into a long-term support role. For nearly seven years, our team provided continuous maintenance and operational support for both the retail and wholesale platforms. The engagement included break-fix support to resolve issues as they arose, ensuring minimal disruption to the client’s online sales. We handled uptime monitoring to maintain platform availability and catch problems before they impacted customers. As the business evolved, we responded to integration requests, connecting the e-commerce platforms with other systems as needed. We also managed periodic migrations when hosting or infrastructure changes were required. This long-term partnership meant ClixLogix developed deep familiarity with the client’s business operations, technical environment, and customer base.

Magento To Shopify Migration

The client made the strategic decision to consolidate both their retail and wholesale operations on Shopify. ClixLogix managed the complete Shopify migration, ensuring business continuity throughout the transition. The migration required careful handling of product data, customer records, and order history. We preserved the wholesale logic the client depended on, tiered pricing, user verification workflows, and visibility controls, while enabling the benefits of Shopify’s streamlined administration and lower total cost of ownership.

Beyond the core migration, ClixLogix configured a comprehensive e-commerce ecosystem to support the client’s operations. For marketing automation and customer retention, we integrated Klaviyo for email marketing and audience segmentation, alongside Care Cart for cart abandonment recovery. Customer engagement tools included Smile.io for loyalty programme management, Swym Wishlist Plus for product wishlists, and Judge.me for product reviews and social proof. We implemented Tidio for live chat support, enabling real-time customer service. For site performance and conversion optimisation, we configured PageFly for landing page customisation and Rapid Search for improved product discovery across the catalogue.

Analytics and tracking were essential for measuring performance. We set up Google Analytics with Google Tag Manager for comprehensive visitor tracking, along with Google Conversion Tracking and AdWords integration to measure marketing ROI. For advertising and retargeting, we configured AdRoll and Google Remarketing to re-engage visitors who had browsed without purchasing. Privacy compliance was addressed through GDPR Consent Management Platform integration and US Privacy User Signal Mechanism configuration.

The technical infrastructure leverages Cloudflare for CDN and security, with payment processing through Shopify Pay, Afterpay for buy-now-pay-later options, and Square for point-of-sale integration. Schema markup including LocalBusiness, Organization, and ContactPoint schemas were implemented to improve search engine visibility and rich snippet eligibility.

One Off Ecommerce SEO Configuration for Shopify Store

With the Shopify migration complete, ClixLogix conducted keyword research aligned to the client’s product range and implemented on-page SEO optimisation across the full catalogue of SKUs. This included optimising product titles, descriptions, meta tags, and URL structures to improve organic search performance. We also configured SEOAnt for ongoing SEO monitoring and implemented Back In Stock notifications through Appikon to capture demand for out-of-stock products and notify customers when items become available.

To support the client’s content marketing ambitions, ClixLogix developed a WordPress-based blog with branding consistent with the main Shopify store. The blog sits on the client’s primary domain, maintaining brand continuity and consolidating domain authority. We also integrated the client’s podcast content, creating dedicated podcast pages within the blog structure. This gives the client a unified content hub for publishing articles, sharing fishing tips, and distributing podcast episodes, all under one branded experience.Key Outcomes for the Client.

Results

Reliable Magento support through years of growth

Stable Magento 1 enhancements and a dedicated Magento 2 wholesale portal kept retail and trade catalogs operational.

Shopify migration with full business continuity

Retail and wholesale catalogs consolidated onto Shopify, preserving tiered pricing, user verification, and visibility controls.

Catalog wide SEO uplift on Shopify

On page SEO across the full SKU catalogue improved product titles, meta tags, and URL structures for organic discovery.

WordPress blog on the primary domain

Branded blog and podcast hub consolidated content marketing under one domain authority.

Lower total cost of ownership on Shopify

Consolidated administration replaced two Magento stacks with a single managed platform.

Seven plus years of partnership

Continuous technology relationship spanning Magento support, Shopify migration, SEO, and content infrastructure.

Tech Stack

E-commerce/CMS: Magento 1, Magento 2, Shopify, WordPress, PHP
Payment Partner: Paypal
CDN: Cloudflare
Analytics & Tracking: Google Analytics, Google Ads Conversion Tracking, Facebook Pixel
Search Console: Google Search Console, Bing Webmaster Tools
Marketing Automation: Klaviyo
Technical Audits: Screaming Frog SEO Spider, Sitebulb
Keyword & Competitive Research: Semrush, AnswerThePublic, AlsoAsked
Performance & UX Diagnostics: GTmetrix, PageSpeed Insights, Microsoft Clarity
Digital PR, Outreach & Link Building: BuzzStream, HARO

Services Delivered

E-Commerce, Web Development, Digital Marketing

Team Composition

Project Manager, Shopify Engineers, Backend Engineers, Frontend Engineers, SEO Specialist, Email Marketing Specialist, QA Engineers

Have a question for our team or need help with your project?

Our team can share client references, scope your project, and answer any question about your delivery.

Related Case Studies

More engagements where our delivery teams shipped similar outcomes for clients across industries. Read on for context on the patterns we reused, the trade offs we navigated, and the metrics that landed in production.