Palm Coffee Roasters

Northlane sells technical outerwear direct to consumers across the US and Canada. Eight years of theme edits had left a storefront nobody could safely change, and a checkout that lost a fifth of the people who reached it.

The store ran on a heavily forked theme with 40+ apps, several of them injecting render-blocking script into every page. Largest Contentful Paint sat above four seconds on mobile, and the three-step checkout leaked hardest at the shipping step, where duties were only revealed at the end.

Migrating was not optional — but 12,000 indexed URLs and a peak season eight weeks away meant a botched cutover would cost more than the rebuild.

We rebuilt on Shopify Plus with a clean Online Store 2.0 theme, cutting the app count from 41 to 12 and replacing five of them with Shopify Functions. Duties and taxes moved to Markets so the landed cost appears on the product page, not the last step of checkout.

The migration ran off a complete URL map: every legacy path was either preserved or 301'd, structured data was rebuilt before launch, and the cutover was rehearsed twice against a staging clone of production data.

Ninety days after launch, checkout completion was up 38% and mobile LCP had come down to 1.6 seconds. Organic sessions held through the migration — no ranking drop in the first two months, which is the part most replatforms get wrong.