Case Study: FonQ modernizes its marketplace and cuts technical overhead with Shopify and Ask Phill

FonQ moves 15 years of custom code to Shopify with Ask Phill

Ask Phill helped FonQ, a major Benelux home and living retailer, overcome the limitations of its 15-year-old custom-built e-commerce platform. The legacy system was slowing the company down, requiring extensive resources to maintain and making it difficult to keep up with new innovations. FonQ needed to migrate its massive marketplace, with 250,000 products and 50,000 collections, to a more agile platform without sacrificing its complex operations.

The solution from Ask Phill involved a strategic migration to Shopify Plus, which was treated as infrastructure rather than just store software. A proof of concept was first built to confirm Shopify could handle FonQ's scale and unique challenges, including real-time delivery computations, Algolia-powered search filtering, and integration with the Mirakl marketplace. The result was a successful lift-and-shift migration that cut FonQ's technical overhead in half, allowing its team to focus on optimization and growth instead of maintaining custom code.

Fonq