Case Study: Great Little Trading Company achieves 11.1M+ data-point migration in 16 weeks with Shopify Plus

Leading UK Retailer Migrates 11.1M+ Data Points in 16 Weeks

Great Little Trading Company, a leading UK retailer of toys and family furniture, was held back by an aging, restrictive ecommerce platform that prevented needed front‑end control and customer‑facing features. To solve this, GLTC selected the Shopify Plus platform and planned a large‑scale migration — moving roughly 9,600 product data points, about 11 million customer records and 10 million orders — to modernize its site and regain agility.

Using Shopify Plus (with agency Underwaterpistol handling the build), the team delivered a full UX redesign, SEO‑safe redirects, bespoke middleware for third‑party integrations, and a careful data migration that preserved order history and search rankings. Launched in a 16‑week project, the move to Shopify Plus produced clear results in three months: a 6% conversion lift, 10% more orders, 10% longer session duration, a 24% drop in bounce rate and an 80% increase in pages per session, plus faster content updates and freedom from long development cycles.

Great Little Trading Company

Jamie Reeve

Chief Executive Officer