Shopify Migration for a Luxury Boutique: the Cumini Case, +67.7% Online Sales in 12 Months

Sector: Fashion retail | Luxury multibrand

Partnership length: Over 4 years (active)

Status: In steady growth

An eCommerce doesn't grow by chance, it needs a system. This case study describes what happens when one is built the right way.

In just over 4 years, since 2022:

• +67.7% online sales in the 12 months after the move to Shopify, compared with the 12 months before
• +49.4% orders and +12.2% average order value in the same comparison
• six figure months: one before Shopify, four after the migration
• by mid October 2026 online sales had already passed the whole of 2025 by 15.4%
• average order value up 69% compared with 2023
• tracking score up from 31 to 92 out of 100
• revenue attributed to email marketing +301% on the previous period, 61.66% of total revenue (Klaviyo report, November 1, 2025 to April 24, 2026)

The starting point

Cumini is an Italian luxury fashion multibrand boutique with two physical stores in Friuli-Venezia Giulia. For years it has been a reference point for high fashion in the region, thanks to a selection that includes some of the most relevant names in international ready-to-wear.

A solid positioning that, however, was not yet fully expressed on the digital channel: the eCommerce was already active, but used as a mere extension of the physical store and not developed as a strategic tool.

The conversion rate was in fact close to zero, navigation was not intuitive, and the platform was technically tied to an external vendor connected to the internal ERP, with limited room for intervention.

From a marketing standpoint, the picture was rather fragmented: there was no data tracking system, social media had been penalized by previous management, email marketing was limited to occasional sends, and advertising activities were minimal and lacked a defined structure.

What was missing, in short, was a structured ecosystem capable of supporting the brand's development on the digital channel as well.

The project is led by NoProb Agency, a Shopify Partner specialized in B2C eCommerce development, migration, and management, working exclusively with Cumini since August 2022.

From 2022 to 2024: the construction years

The details of these years would deserve a separate analysis. They are summarized here to provide the necessary context, not to build an operational manual.

At the end of each year you will find two indicators: the MER (Marketing Efficiency Ratio, eCommerce revenue divided by total ad spend) and the growth of eCommerce revenue compared to the previous year.

2022: project setup and first integrations

2022 marked the beginning of the operational management of the entire project.

The objective was to start integrating some initial interventions progressively, calibrating them to the real needs of the moment.

The first activity was the activation of Google Ads, entrusted to a vertical specialist in the sector.

The starting situation was favorable: a catalog of luxury brands with a distinctive selection and competitive online prices, combined with an audience that was already 'formed' and actively searching for those products online.

In a few months, this single channel allowed us to achieve the same eCommerce revenue as the entire previous year.

This result should be interpreted correctly.

It was not an exceptional spike, but the response to a demand that already existed: the activation of Google Ads simply made an offer visible that previously was not.

2023: development and operational consolidation

In the second year, the strategy structured itself around the key moments of the commercial calendar, from sales seasons to new collection launches.

The system began to take shape, with a first significant peak already in January, during winter sales.

The central issue remained the eCommerce platform.

Built on proprietary code and connected to the internal ERP through an external vendor, every technical change went through the vendor. The purchase journey had moments of site instability and interruptions, with an effect on sales.

This had a direct impact on marketing activities as well. At several moments we chose to reduce or suspend advertising campaigns, so as not to send traffic to a purchase journey that could be interrupted.

During the year, several interventions kept the main channels active: external integrations, modifications to tracking flows, operational adaptations.

Useful to keep the channels running, they found their limit in the platform itself: to go further, a new infrastructure was needed.

In this context, the main lever was flexibility: rapid integration of vertical skills, continuous testing, data reading, and constant adaptation.

In this context eCommerce revenue recorded significant growth.

2024: toward a new infrastructure

January 2024 marked a symbolic moment: a month with six-figure online sales, the first since we started tracking the data (April 2023).

A result that, two years earlier, seemed completely out of reach.

The central issue remained the same: the proprietary platform allowed neither marketing automation activities nor complete and accurate tracking systems.

In September 2024 the Google catalog stayed down for three consecutive weeks, in one of the most strategic moments of the year (sales): one more reason to move the feed and tracking to an infrastructure we can manage directly.

The data pointed to potential sales not yet captured, which needed a new infrastructure to be reached.

In parallel, the team reached greater operational stability: the professionals involved worked in an increasingly coordinated way across the various channels, making overall management more effective.

In this context, a new phase of the project opened up.

Alongside performance activities, we dedicated ourselves to branding, with new editorial lines for social media and greater attention to the overall consistency of the image, with the goal of making the brand more recognizable and consistent in the digital space as well.

All this allowed the brand to continue growing in a coherent way on all fronts, even on the platform of the time.

At the end of the year, together with the client, a strategic decision was made and planned as a long-term investment: to migrate the entire ecosystem to a modern platform and develop in-house a technical solution capable of integrating with Cumini's proprietary ERP.

2025: A structural shift with Shopify

With Shopify, everything that used to depend on the external vendor became directly manageable.

• tracking: overall score from 31 to 92 out of 100
• email automation finally active and measurable
• zero crashes, zero offline catalogs
• decisions based on accurate data, not estimates

The transition to Shopify was not just a platform change, but a true turning point for the entire project: here is why.

In 2025 the eCommerce kept growing even during the technical transition.

Years of work, well-consolidated internal processes, and team stability were finally producing predictable and plannable results.

The structure was solid, but a platform up to standard was still missing.

Starting in spring 2025, for about three months, the team dedicated itself entirely to planning and organizing the transition to Shopify: technical architecture, integrations, flows, and tracking.

The new store went live on Shopify on May 19, 2025. From then until December the active migration phase took place, accompanied by constant optimization work on all fronts: SEO traffic recovery, technical issue resolution, staff training, automation of operational processes, conversion rate optimization (CRO), and integration with tools like Klaviyo and Stape.

2025 closed at +26.3% net sales over 2024, despite the months of technical transition.

Tracking: from partial to complete

Before Shopify, the tracking system was a 'patch accumulation': partial integrations, missing data, and incorrect attribution across channels. We knew the numbers were not reliable, but we did not imagine to what extent.

With the migration we introduced a server to server tracking system through Stape.

Today, the site reaches an overall score of 92/100, with Analytics at 100 and Ads at 97.

This gives us a complete view of what happens in each channel: which campaigns produce results, where users abandon the funnel, and what the real value of each touchpoint is.

Naturally, reliable tracking is not an objective in itself, but the necessary condition for making all decisions at a strategic, marketing, and communication level.

Deciding on data: the strategic shift

With Shopify, we have access to a clear dashboard, easily integrable with external analysis tools and capable of returning metrics that we previously calculated manually on Google Sheets.

We are talking about precise numbers, not generic estimates: total CAC, nCAC (new customer acquisition cost), ROAS by channel, total ROAS of the shop, real contribution margin net of all costs.

By cross-referencing all this data with seasonality, we are able to clearly read the dynamics of the shop: how much a new customer really costs, when is the right time to push more on campaigns and when to slow down, which strategies remain solid over time, and which only win during sales.

Today, the focus is on retention and LTV: growth doesn't come only from acquiring new customers, but from knowing how to value existing ones and increasing their value over time.

Conversion rate: mobile priority

The mobile conversion rate is one of the most sensitive indicators for a fashion eCommerce.

Today, in the case of Cumini, most visits come from smartphones (a now-standard data point in the sector), but until recently almost all transactions still happened from desktop.

This imbalance highlighted a clear criticality: the mobile purchase journey was not fluid or intuitive enough, and user experience was holding back customers who already intended to purchase.

With the transition to Shopify, the situation changed radically thanks to a native checkout designed for the mobile experience, free of errors and perfectly aligned with the brand's standards.

In a fashion eCommerce with a high AOV, even a single percentage point of increase in conversion rate is worth a meaningful share of additional revenue every year.

Klaviyo and marketing automation: reliable data, more effective strategies

With the move to Shopify, the integration with Klaviyo became native and perfectly functional. Previously, the connection was unstable: incomplete data, unrecognized purchases, intermittent automatic flows. Even the simplest automations operated irregularly.

Today Klaviyo receives clean and updated data in real time on every user behavior. The flows are active, consistent, and high-performing. The result? Between November 1, 2025 and April 24, 2026 revenue attributed to Klaviyo grew 301% on the previous period, and it is worth 61.66% of the store total revenue.

New collection, full price

In multibrand fashion, sales dynamics change significantly between sale periods and full-price periods.

Many stores tend to reduce or interrupt advertising during new collection launches, because the ROAS appears lower in the short term.

Our approach was different: a high-ticket product is rarely purchased on the first visit. The decision-making process is longer, requires more interactions and time.

For this reason, investments during new collection launch periods are not aimed at immediate conversion, but at building a base of users who, in most cases, activate in the following months, often during sales.

To manage this strategy in a truly profitable way, accurate data is needed: campaign breakeven, cost per add-to-cart, cost per checkout start, CAC, and nCAC monitored in real time.

Today these numbers are checked month by month. Some months build and some months harvest. On a yearly basis marketing stays positive, both in 2025 and in 2026.

2026: new results

In the months following the migration, the results began to consolidate.

To measure them we compared the 12 months before Shopify (June 2024 to May 2025) with the 12 months after (June 2025 to May 2026). Same stores, same catalog, same team.

• online sales: +67.7%
• orders: +49.4%
• average order value: +12.2%
• returning customers: +35.3%

The chart shows monthly sales and orders since 2023, as an index: 100 is the average of the 12 months before Shopify. Spring 2025 is the switch to the new platform; after it, the early 2026 and July peaks are higher than any of the earlier years.

2026 confirms the direction. By mid October the store has already sold 15.4% more online than the whole of 2025, and July 2026 was the best month ever.

Since the migration, six figure months went up to four: November and December 2025, January and July 2026. Before Shopify it had happened only once, in January 2024.

The peaks arrive when we plan them, around sales, Black Friday and Christmas.

Today, Cumini has reached a level of maturity that allows it to grow consistently and predictably over time.

Method, numbers, growth: the combination that makes the difference

The growth of a fashion eCommerce is never linear: it alternates phases of acceleration, moments of stagnation, and periods in which work is done to build, not to harvest.

The MER shows it well. It was 6.8 in 2023 and is 3.7 in 2026: it goes down as we invest more in advertising, in an increasingly competitive market. Yet online sales keep growing: +26.3% in 2025 and, by mid October 2026, already 15.4% more than the whole of 2025.

That is why we do not look at MER alone, but also at contribution margin: what the company keeps after advertising and costs. It is the metric that really matters. On a yearly basis marketing is positive in both 2025 and 2026.

Launch months build the demand that arrives with the sales. What counts is the result of the year, not the single month.

In the long run, with consistent numbers and a strategy founded on stability, value tends to grow steadily and to accumulate lasting results. It is the result of work conceived and carried out with a long-term logic.

Today: structure and growth

In fashion, the space between brand discovery and purchase is wide and not attributable to a single channel.

For this reason, growth cannot be managed in an isolated way. It requires an integrated multichannel strategy, in which each touchpoint contributes differently to the purchase journey.

Social, email, Google, Meta, SEO: each channel has a specific role. Direct ROAS, alone, is not enough to evaluate its effectiveness. A user can discover the brand on Instagram, find it again on Google, receive an email, and purchase weeks later, often during sales. It is a journey distributed over time, built through successive interactions.

For this reason, no channel is interrupted based solely on short-term performance. The result is always the combined effect of multiple levers working together.

This approach is directly reflected in overall results. The real growth indicator is not online revenue itself, but the ability to generate value consistently and predictably over time.

Operationally, the work is based on the continuous monitoring of the same indicators (MER, ROAS by channel, contribution margin, CAC, and repurchase rate) from which decisions are derived. The results are the product of a set of progressive choices, not isolated actions.

The determining variable is balance. Managing an eCommerce today means coordinating in a coherent way all the levers: advertising, branding, email marketing, SEO, technical development, and analytics.

It is from this balance that growth potential depends. Even a single area managed inadequately can limit it.

Today:

• Online sales grew 67.7% in the 12 months after the migration to Shopify
• Six figure months went from one before Shopify to four after the migration
• 2026 has already passed the online sales of the whole of 2025
• The tracking score went from 31 to 92 out of 100
• Revenue attributed to email marketing grew 301% with Klaviyo correctly integrated

Does this model work for you?

If you have made it this far, you probably recognize something of your own reality in these pages. A brand with a strong product and physical stores that perform well, but with an eCommerce that does not express its full potential. Or an active online store, but lacking real governance: incomplete data, advertising guided by intuition, a technical platform that does not scale with the ambition of the business.

The model built with Cumini is designed for fashion boutiques and multibrand B2C brands that already have a validated product and structured company revenue. It is for those who want to transform the online channel into a strategic asset, managed with the same care and attention dedicated to the physical store.

It is not the solution for those looking for results in 30 days, nor for those who want a simple supplier to delegate to without involvement.

Cumini has been an active client of NoProb Agency for over 4 years. This is how we run Shopify migrations. If you are coming from WooCommerce, read the Supplement DTC Nazzi case.

How we run a migration: the complete Shopify migration guide.