Sanjo: Magento to Shopify Plus migration, with B2B and ERP
A timeless Shopify Plus store for a brand with more than 90 years of stories underfoot
- Client
- Sanjo
- Technology
- Shopify Plus
- Services
- Migration
- UX/UI
- CRO
- Integrations
We migrated Sanjo from Magento to Shopify Plus in around five months, with a modern store built to convert, ERP integration and a B2B channel.
Sanjo is one of those Portuguese brands that needs no introduction. Founded in 1933, it is known for its classic sneakers, made 100% locally at a factory in Felgueiras, and has a strong emotional bond across generations. Since 2019, when it was acquired by a business group from Braga, a young team has been revitalising the brand and taking it beyond Portugal.
But, like any brand that grows and reinvents itself, one piece of the puzzle was no longer keeping pace: the digital experience. The old online store was showing its age, and Sanjo wanted a modern, elegant platform that reflected the brand's timeless identity. A platform with the agility, integration and personalised shopping experience to grow internationally. And, of course, one that converted better.
The challenge
The store ran on Adobe Commerce (Magento), and Sanjo's growth brought natural challenges for digital: Fragmented systems. Online and physical stores weren't properly integrated, and managing the store was complex. Dependence on external developers. Any change or personalisation was slow and manual, with higher costs and slower responses, and technical support fell short. An outdated UX. Navigation didn't meet today's user expectations. The layout was less intuitive and the shopping experience had friction that drove customers away. Conversion rates below potential. Many users reached the store but didn't complete their purchase. The funnel wasn't smooth, the structure didn't help and the journey wasn't motivating.
The brand was strong, but the online store didn't reflect that value.
The solution
We proposed a clear approach: migrate to Shopify Plus and build a modern, organised and timeless store, true to Sanjo's DNA. The migration took around five months and included data and catalogue transfer.
Shopify Plus: the right foundation. We chose the platform for its robustness, scalability, CMS quality and its ability to integrate with ERP, marketing and B2B without complications. With Shopify Plus, the Sanjo team gained the autonomy to run the store without relying on developers for every change.
A modern, conversion‑focused UX
We built a smooth, direct, mobile‑optimised browsing experience that matches what users expect today. Menus, grids, product pages: everything was redesigned to reduce clicks and make buying feel more natural.
The new store includes: detailed, fast filters; smart search; stock integration, including sync with the physical store; up‑to‑date, secure payment methods.
Timeless design
The aesthetic respects what makes Sanjo unique: simple lines, considered sophistication and a look that doesn't depend on trends. The site had to work well today and five years from now.
Architecture and design
Category banners: dynamic banners on catalogue pages to highlight collections and models; 2x2 and 4x4 product grids: layouts designed for mobile and desktop, ensuring clarity and visual rhythm.
Selling internationally with Shopify Markets
With Shopify Markets, Sanjo sells to multiple countries from a single store, with localised prices, currencies, taxes and content for each market, without needing several stores.
Payments through a single gateway. With Shopify Payments, every payment method now runs through a single gateway, including Google Pay and Apple Pay, which made checkout faster.
“Shopify brings several payment methods together in a single gateway, so we only need one contract instead of negotiating with multiple providers. It saves us a huge amount of time.”
ERP integration and automation. ERP integration: stock updates automatically and inventory stays in sync between online and physical stores; Shopify Flow: automation of internal processes, freeing the team from manual tasks.
B2B channel. B2B store for resellers: a customer‑exclusive catalogue, differentiated pricing and automatic partner discounts; ERP‑linked orders: B2B orders are processed directly through the integration; Custom size selector: designed so B2B customers can choose sizes faster and more accurately.
Everything was built to be light, fast and easy for the Sanjo team to manage.
Results
The new Shopify Plus store gave the brand exactly what it needed: a modern, efficient platform true to its classic identity. Results came quickly: more conversion, more returning customers, a lighter operation and strong growth in international sales, especially in Germany. The B2B channel launched with initial growth of 10%.
Today, Sanjo has a store that honours its history and is ready for the future.
See the case on the Shopify website- Retention rate, through audience segmentation and marketing automation
- +60%
- Retention rate, through audience segmentation and marketing automation
- Conversion rate, with Google Pay and Apple Pay via Shopify Payments
- +25%
- Conversion rate, with Google Pay and Apple Pay via Shopify Payments
- Logistics operating time, thanks to the ERP integration
- -50%
- Logistics operating time, thanks to the ERP integration
- Total cost of ownership (TCO)
- ~-60%
- Total cost of ownership (TCO)
With Shopify's B2B solution, we created a customer‑exclusive catalogue, set differentiated pricing and applied automatic discounts for our partners. On top of that, the ERP integration streamlined order processing, making our B2B channel much more efficient.
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