Case Study: Great Little Trading Company achieves rapid migration of 111M+ data points in 16 weeks with Shopify

Ecommerce Migration Case Study: Leading UK Retailer Migrates 11.1M+ Data Points in 16 Weeks

Great Little Trading Company (GLTC) is a long-established, award-winning UK retailer of toys and family furniture that found its ten-year-old ecommerce platform was holding the business back. The site was becoming dated, release cycles were slow, and essential customer-facing features were missing — all while the business faced a massive migration challenge that included moving thousands of product attributes and tens of millions of records (9.6K product data points, 1.1M customers, and 10M orders).

GLTC chose Shopify Plus and partnered with London agency Underwaterpistol to redesign UX, lock down SEO and redirects, and build a bespoke middleware to migrate and reconcile complex product, customer and order data without disrupting operations. The 16‑week project delivered faster content control, improved checkout options and merchandising, and measurable gains: a 6% lift in conversion rate, 10% more orders and longer sessions, a 24% drop in bounce rate and an 80% increase in pages per session — plus the agility to iterate without long developer cycles.

Great Little Trading Company

Jamie Reeve

Chief Executive Officer