Migrate online store: how to switch to a better platform

Do you know what it is to migrate an online store, how it is done and when is the best time to do it? 🤔 If you answered “no” to any of those questions —or have some doubts about it— don’t worry! In this post we collect the most essential information on the subject.

Be sure to check it out, especially if you’re not so happy with the platform your online store is currently on.

What is migrating an online store?

As the term indicates, migrating a store is the action of transferring your virtual store from one e-commerce platform to another. Usually, you migrate to a digital solution that best suits your needs and those of your business.

In the initial stage of any business it is common to look for simple services. However, as the brand grows, it becomes essential to invest in a more robust server that offers plans with greater advantages and additional functionalities. For example: integrations with marketing apps and tools, bulk order management, responsive design, etc.

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In addition, a solid e-commerce platform provides , as well as less technical instabilities (especially in periods with high traffic or like Hot Sale or El Buen Fin).

Migrate store: how to know if it’s time to do it?

Among the many reasons that could lead you to make the decision to migrate your online store to a different platform, the following stand out:

Low conversion rate on the current platform.
Difficult manager to use.
Constant crashes (for example: the server fails on important dates, such as El Buen Fin or Christmas, due to the ).
Few or no possibilities to make SEO adjustments (that is, to optimize the pages and products for search engines).
Difficulty scaling the business (with advanced integrations, for example).
Slow customer support, in a language different from yours and/or not very empathetic.

Do you identify with any of these situations? If so, then it is very likely that you have reached when to migrate your online store to a new platform.

What to consider when migrating your online store?

To make a store migration it is necessary, in the first place, create a plan with your team and, if applicable, with the specialist who will help you migrate data to the new e-commerce platform. Consider each and every stage of the process: how they are going to be carried out, who will be responsible for each action, the estimated time that each action will take, etc.

With that in mind, here are seven essential considerations not to forget:

1. Technology

So that the migration does not become a frustrating process, it is important to make sure that the e-commerce platform to which you plan to migrate your business offers all the functions you need.

Tiendanube, for example, is a platform that, in addition to having several free integrations —such as payment and shipping methods— also has the , a place where you will find dozens of apps that you can integrate into your store to optimize customer service, administration, sales, etc.

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2. Backup

If losing money, keys and documents is stressful… can you imagine what it’s like to lose essential information about your business, such as your customer base? 😰 To avoid this nightmare, before doing a platform migration, remember to make a backup of the history of products, orders and registrations.

Each platform offers a different way to do it. Contact the customer service center of your current platform and ask what the steps are to create a backup of your data.

3. Design

If your store has a custom design, look for an expert in the field who can help you with the visual migration of your e-commerce. This is important, since completely changing the layout after a migration is not recommended because your customers might be surprised (or worse, confused) by so many changes at once.

To help you in your search, at Tiendanube we have a list of people always ready to help you customize and configure your online store.

4. 301 Redirect

Just reading or hearing “301 Redirects” leaves many entrepreneurs in a cold sweat! Fear not though: redirects are tricky, but not impossible.

The 301 Redirect, in case you didn’t know, is a status code that tells Google that a URL is in a new location. In other words, it ensures that unwanted technical errors do not occur, as well as helping to preserve the ranking of your website and, consequently, the number of organic visits.

However, when migrating platform, it is crucial to keep the keywords used in titles, URLs and product descriptions. You’ll also need to closely monitor your landing pages with tools like , to understand if the traffic is actually following its regular flow.

5. Security

To guarantee a safe migration, it is essential to check that the new e-commerce platform offers the SSL certificate. Or make sure that the SSL certificate you already have on your domain is compatible with the new system. In this way, all products, orders and customer data will be protected throughout the process. 🔒

It is important to note that the activation of the SSL certificate could take up to 24 hours. During this period, your online store will be identified as “insecure”. Therefore, when migrating, share a notice about maintenance on your brand’s social networks or via email.

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6. Test

Before activating your new online store, after having done a platform migration, do a general test: from registrations and purchases, to order tracking. Also, we suggest you avoid this change during high demand seasons in your business.

Don’t know what your busiest periods are? You can easily discover them by running a quick analysis with Google Analytics. Look at traffic over a broad period of time, identify “peaks” of users, and analyze what those periods have in common (for example, are they weekends or holidays).

With these measures, only a few clients will not be able to be served if something unforeseen occurs during the migration.

7. Communication

Finally, Don’t forget to communicate the change to your customers! You can also create discount coupons to attract visitors to your new store and ask your community to let you know if they had any difficulties or notice anything out of the ordinary.

With these actions, little by little you will be able to adapt your online store to serve them better and better.

How to migrate to a new e-commerce platform?

The duration of a platform migration depends mainly on the size of the catalog of each store; the more products there are, the more complex and time-consuming the process will be.

Of course, regardless of the size of your business, there are some considerations that we recommend you have before migrating:

Analyze the structure of the site and the products. This is the ideal time to make changes in either of these two areas.
Prepare the team involved in the management and use of the store.
Create a check list with all the steps of the migration (from the change of the domain, to the customization of the site). And set deadlines to execute each of the tasks.
Anticipate what changes are going to be made (such as design and design, for example) and what new applications are going to be integrated.

If you’re thinking of migrating your store, but don’t know how to choose the ideal e-commerce platform for your business, don’t worry! Here is a guide to know and compare e-commerce platforms More popular: