SERRV's CV3 to BigCommerce Migration

Successful CV3 to BigCommerce migration

Launched in 3 months, 5 days

Meet the Client

SERRV International, one of the world’s earliest fair-trade organizations, was founded in 1949 to assist displaced European refugees in earning income through the sale of their handmade crafts following World War II. Since then, the organization has expanded its global reach, supporting over 8,000 artisans and farmers annually by distributing their beautiful handcrafted goods and delicious food products. Our client serves both Direct-to-Consumer (DTC) and Business-to-Business (B2B) customers.

The company faced significant challenges with its existing eCommerce platform, CV3, which was becoming increasingly outdated, difficult to maintain, and lacking in essential features needed for growth. To better meet the needs of its diverse customer base, SERRV decided to go for a CV3 to BigCommerce migration, a modern and robust eCommerce platform.

Challenges

SERRV’s existing eCommerce platform, CV3, was an aging architecture that no longer met the growing demands of their business. The platform required time-intensive maintenance and lacked the modern features necessary to effectively serve both B2B and DTC customers. As SERRV’s business evolved, the limitations of CV3 became more pronounced, creating a need for a more scalable, flexible, and feature-rich solution.

Client Requirements

The primary objectives of the CV3 to BigCommerce migration were:

Enhance User Experience: Provide a seamless and differentiated shopping experience for both B2B and DTC customers.
Reduce Maintenance Effort: Transition to a platform with lower maintenance requirements and a more modern infrastructure.
Expand Functionality: Leverage advanced features and integrations to better serve customer needs and streamline business operations.
Maintain Budget and Timeline: Ensure that the CV3 to BigCommerce migration was completed on time, within scope, and on budget.

Solutions

To address these challenges, SERRV partnered with Wagento, an experienced eCommerce solutions provider to conduct the CV3 to BigCommerce migration. The project involved several key phases: discovery, planning, and migration, including the integration of necessary third-party tools.

Discovery and Planning
- Understanding Requirements: Wagento conducted a thorough discovery phase to understand SERRV’s specific needs, particularly the distinct requirements of their B2B and DTC customers.
- Single Storefront Strategy: Although BigCommerce offers a Multi-storefront option, SERRV opted for a single storefront to minimize the complexity of site management. This decision was driven by the need to reduce the operational burden while still providing tailored experiences for different customer groups.
Migration and Integration
- Data Migration: The transition from CV3 to BigCommerce involved careful migration of all existing data, including customer information, product catalogs, order histories, and more.
- ERP Integration: A critical component of the migration was the integration with SERRV’s Natural Order ERP system via Celigo. This integration ensured seamless data flow between the eCommerce platform and backend systems, facilitating efficient order processing and inventory management.
- Additional Integrations: Several other integrations were implemented to enhance the platform’s functionality:
  - ShipperHQ: For advanced shipping management and optimization.
  - Klaviyo: To enable personalized email marketing and customer engagement.
  - Ebizio: For custom checkout experiences, tailored specifically to different customer groups.
  - Avalara: To automate tax calculations and ensure compliance with various tax regulations.
  - GA4 and Google Ads Integration: Wagento implemented GA4 and Google Ads tags on SERRV’s new website using the Tag Rocket App. This integration was crucial for tracking enhanced eCommerce user data and enabling enhanced eCommerce conversion tracking on Google Ads, providing SERRV with deeper insights into user behavior and the effectiveness of their advertising campaigns.
Customization for B2B and DTC
- Customer Groups: Wagento utilized BigCommerce’s customer group feature to differentiate the experience between B2B and DTC customers. This allowed SERRV to offer unique pricing, promotions, and content to each segment without the need for separate storefronts.
- Checkout Customization: The integration of Ebizio enabled customized checkout workflows for different customer groups, ensuring that B2B customers had access to the features they needed, such as bulk ordering and payment terms, while DTC customers enjoyed a streamlined, consumer-friendly checkout process.

Results

The CV3 to BigCommerce migration project was a resounding success, meeting all of SERRV’s objectives. Key outcomes include:

On-Time, On-Budget Launch: The entire migration process, from kick-off to launch, was completed in just 3 months and 5 days, staying on schedule and within the planned budget.
Enhanced User Experience: SERRV now provides a superior shopping experience for both B2B and DTC customers, with personalized content, pricing, and checkout experiences.
Reduced Maintenance Burden: The new BigCommerce platform significantly reduced the time and effort required for site maintenance, allowing SERRV to focus more on growing their business.
Expanded Functionality: With advanced integrations and features, including GA4 and Google Ads tracking via Tag Rocket, SERRV’s eCommerce operations are more efficient and better aligned with their business goals.

Final Thoughts

SERRV’s CV3 to BigCommerce migration, expertly managed by Wagento, exemplifies how a well-planned and executed platform transition can dramatically improve business outcomes. By opting for a single storefront strategy and leveraging advanced integrations, including GA4 and Google Ads tracking, SERRV successfully met the diverse needs of its B2B and DTC customers, all while reducing operational complexity and enhancing overall site performance. This case study demonstrates the critical role of strategic planning and execution in achieving a successful CV3 to BigCommerce migration.

Marie Whelan , Digital Marketing Manager
SERRV International

“Working with Miguel and the Wagento team has been integral to our site transition. We really appreciate the open communication and responsiveness, and the dedication to helping us customize our site to our needs while staying on track. We wouldn’t have been able to launch without them.”

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