Iakoe x TULA
Overview
TULA has become one of the world's leading skincare brands by combining probiotics, superfoods, & clinically effective ingredients to promote healthier skin. As the business continued to scale, the team partnered with us to migrate its ecommerce experience from a headless Sanity architecture to Shopify Plus creating a faster, more scalable platform while preserving the rich content experience that had become central to the brand.
- Migration to Shopify
Background
TULA's ecommerce experience combines content, education, & commerce to help customers understand the science behind its microbiome-focused skincare products.
While the existing headless architecture offered flexibility, it also introduced complexity across content management, platform maintenance, & day-to-day operations. The team wanted to consolidate onto Shopify Plus to simplify internal workflows while maintaining the rich storytelling & personalized experiences customers expected.
The objective wasn't simply to migrate platforms it was to create a more performant, easier-to-manage ecommerce experience that could support the brand's continued growth.
The challenge
Migrating from a headless architecture required far more than transferring content between systems.
The first challenge was preserving TULA's content ecosystem. Years of editorial content, product education, customer data, & marketing assets all needed to be carefully mapped into Shopify Plus without disrupting the customer experience or impacting SEO performance.
The second challenge was maintaining business continuity. Customer accounts, historical orders, product data, integrations, & operational workflows all needed to migrate seamlessly while minimizing disruption to the business.
Finally, the new platform needed to deliver meaningful operational improvements by reducing complexity, improving performance, & giving the internal team greater control over content & merchandising.
The solution
We managed the migration as a comprehensive end-to-end program, combining technical planning, platform engineering, & rigorous testing to ensure a seamless transition.
Migration strategy built around the business
The project began with a detailed audit of TULA's existing Sanity implementation, documenting content models, data structures, integrations, & operational dependencies. This allowed us to develop a migration strategy that preserved functionality while taking full advantage of Shopify Plus.
Shopify Plus tailored to TULA
Working closely with TULA's internal team, we developed a custom Shopify Plus storefront that maintained the brand's premium visual identity while simplifying content management. The new platform leverages Shopify's flexibility alongside carefully selected integrations to support personalized shopping experiences, loyalty initiatives, & future growth.
Secure data migration
We oversaw the migration of customer accounts, product catalogs, editorial content, historical orders, & business-critical data using structured migration processes designed to preserve data integrity throughout the transition. Every dataset was validated through multiple rounds of testing before launch.
Preserving SEO & customer experience
Maintaining TULA's organic search visibility was a critical priority. Redirects, metadata, structured data, URL mappings, & technical SEO best practices were carefully implemented to ensure the migration protected years of accumulated search authority while providing customers with a seamless experience.
Enterprise-grade quality assurance
Before launch, every customer journey, integration, & operational workflow underwent extensive unit testing, integration testing, user acceptance testing, & performance validation to ensure the new platform performed reliably across every touchpoint.
The migration to Shopify Plus delivered significant improvements across customer experience, operational efficiency, & commercial performance.
Following launch, page load times decreased by 50%, creating a faster browsing experience that improved site responsiveness & reduced bounce rates.
The streamlined purchasing journey contributed to a 21% increase in conversion rate, while the move to Shopify Plus dramatically simplified day-to-day operations, allowing the TULA team to manage content, merchandising, & ecommerce operations more efficiently with less reliance on external agency support.
Most importantly, the migration provided TULA with a scalable commerce platform capable of supporting future innovation, product launches, & continued global growth while preserving the educational experience that defines the brand.
Results
Load times
Conversion rate
Mobile conversion rate
