HFF Custom Rods, a premium manufacturer of handcrafted fishing rods, partnered with Folio3 to modernize its eCommerce operations by migrating from WooCommerce to Shopify Plus. The goal was to create a faster, more scalable platform that could support both B2C and B2B customers with ease. We delivered a fully restructured storefront featuring advanced filtering, B2B workflows, and a digital catalog experience, backed by Shopify Plus.
HFF Custom Rods’ previous WooCommerce setup lacked scalability. It was holding them back from growing their business and delivering a smooth customer experience.
The WooCommerce store experienced frequent slowdowns, especially during high-traffic periods, negatively impacting customer experience and conversions.
Poorly structured product taxonomy and limited filtering options made it difficult for users to search, browse, and find relevant products quickly.
The platform lacked essential B2B capabilities, including tiered pricing, customer segmentation, and account-based purchasing workflows.
The client wanted to offer B2B customers a dynamic, interactive catalog with direct purchasing, something WooCommerce couldn’t support efficiently.
Ensuring a risk-free migration from WooCommerce to Shopify Plus without data loss or negative SEO impact was critical to preserving business continuity.
The client’s WordPress store relied on Square POS, a third-party system with no native link, requiring sales and reports to be accessed through Square’s external portal.
We migrated all product, customer, and order data from WooCommerce to Shopify Plus with zero data loss and no disruption to ongoing operations.
We completely restructured the store’s product taxonomy to improve discoverability. Clear categories, tags, and collections now guide users to the right products quickly and intuitively.
We implemented Shopify Plus B2B features, including tiered pricing based on customer groups, account-based purchasing controls, and a dedicated customer portal for B2B buyers through scalable Shopify B2B development services.
We developed a digital catalog experience that allows B2B customers to browse collections and place orders directly from interactive listings.
Layered filtering was integrated across key collections to enable refined product searches by attributes like type, material, size, and more.
With Shopify Plus’s scalable infrastructure, we optimized the storefront for faster load times and peak-period stability. It resulted in a smoother, more responsive experience across all devices.
We continue to provide ongoing Shopify Plus support and maintenance, ensuring the platform evolves alongside HFF Custom Rods’ business growth.
We migrated the client’s Square POS to Shopify POS for unified sales and inventory management directly within Shopify. Additionally, we developed a custom POS app to support B2B in-person pricing and transactions, ensuring smooth retail operations and accurate reporting.
Here’s the impact we delivered for HFF Custom Rods:
Migrating to Shopify Plus increased AOV from around $75 to $250, driving a 3x improvement.
The improved Shopify Plus journey helped surpass previous full-year sales in just 8 months.
Site speed and UX improvements raised conversion rates from 1.5% to over 3.5%.
Removing 25+ WooCommerce plugins reduced tech complexity and emergency developer costs.
Reduced developer reliance saved around one month of billable maintenance hours annually.
Shopify's native SEO was user-friendly enough to eliminate $3,000/month agency spend without reducing revenue.
Saved marketing budget was reallocated toward R&D and inventory.
B2B and POS automation removed problematic SKU IQ middleware.
Automation enabled seamless wholesale ordering and unified inventory management.
Shopify bulk uploads reduced vendor product upload time from 2 hours to 20 minutes.
Faster uploads enabled rapid catalog expansion to around 25,000 SKUs.
Using the Custom Interactive Catalog reduced support calls by 80%+, freeing staff for high-value sales.
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