Northline Express

Project Overview

Northline Express is a specialty retailer focused on heating, chimney, and outdoor living products. The store manages a large and technically complex catalog where product compatibility and correct configuration are critical to the buying process.

As the business grew, the existing BigCommerce platform began to limit their ability to create guided product selection experiences and flexible bundling workflows. The migration to Shopify Plus needed to preserve the existing business while enabling more advanced product configuration capabilities.

Migration Details

Source Platform BigCommerce

Target Platform Shopify Plus

Migration Type Full replatform with custom design and complex workflows

Catalog Size Large catalog — heating, chimney, and outdoor products

Key Challenge Custom product selection workflows, bundles, guided chimney configurator

The challenge

Northline Express operates in a category where product selection is not straightforward. Customers often need assistance choosing compatible components such as chimney parts, connectors, and accessories.

Complex Product Selection Workflows

Customers require guided experiences to identify the correct combination of products. The existing platform lacked the flexibility to support step-by-step selection tools.

Limited Bundle Flexibility

The store relied on bundled products, but the existing system did not support flexible configurations such as build-your-own kits or compatibility-based bundles.

Platform Constraints

BigCommerce limited the ability to implement advanced workflows, interactive product selection tools, and custom cart experiences required for this category.

The migration needed to:

Enable guided product configuration workflows
Support complex bundling logic
Maintain business continuity during migration

Our Approach

The migration was executed using the Webgarh Zero-Gap Migration Framework, ensuring a structured transition without disruption to ongoing operations.

Design & UX

A fully custom storefront was designed to support the technical nature of the product catalog while improving usability.

Key improvements included:

Custom design tailored to heating and chimney product categories
Clear product presentation for technical components
Customized slide-in cart to improve visibility of upsells and cross-sells
Improved navigation across a large and complex catalog

Functionality Implementation

Executed a structured implementation focused on advanced product selection, bundling logic, and a seamless purchasing experience.

Core improvements included:

Guided Chimney Selection Workflow For Step-By-Step Product Discovery
Compatibility-Based Component Identification And Selection
Build-Your-Own And Pre-Configured Bundle Functionality
Dynamic Product Grouping Based On Compatibility Rules
Custom Slide-In Cart With Bundle Summaries

Data & SEO Migration

Executed a structured migration focused on complete data transfer, SEO continuity, and zero disruption during transition.

Core improvements included:

Full Product Catalog Migration With Variants And Images
Customer Data And Store Structure Transfer
Integration With Dofeeds For Accurate Data Handling
Comprehensive 301 Redirect Mapping From Legacy URLs
Preservation Of Key SEO Elements And Metadata

Analytics & Tracking

Analytics and tracking systems were migrated to maintain performance visibility.

This included:

Full tracking migration with event parity
Preservation of analytics data consistency
Ensuring accurate reporting post-launch

Results

The migration delivered improvements in both operational stability and customer experience.

Zero Downtime Migration

The store remained fully operational throughout the migration process with no interruption to sales.

01

Improved Buying Experience

The custom chimney selection workflow significantly improved how customers identify and purchase compatible products.

02

Reduced Fraud

Fraud levels declined after migration, supported by Shopify Plus’s native fraud analysis tools.

03

Stable Revenue Continuity

Store sales remained consistent throughout the migration, with no disruption during the transition period.

04

Tools & Accelerators Used

The project leveraged key tools to support migration and platform capabilities:

Dofeeds.com

Full data migration including products, variants, and images

Shopify Plus

Checkout extensibility. Fraud analysis tools. Scalable infrastructure for complex workflows.

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Planning a migration or building complex product experiences?

Migrating complex eCommerce stores requires careful planning, especially when product configuration, compatibility, and bundling are central to the buying experience.

Talk to our team

Northline Express – Shopify Plus Migration with Guided Workflows and Complex Bundling