How We Scaled a Magento Store Across Five Countries
When they first came to us, the site was slow, checkout was clunky, and every region had its own pricing headaches.
Client
The client operates in the home goods industry, selling large customizable products across multiple European countries. Their catalog includes made-to-order items with complex configurations, and their business model combines both retail and wholesale, which introduces added complexity to pricing, taxation, and shipping logistics.
Project Overview
When they first came to us, the site was slow, checkout was clunky, and every region had its own pricing headaches. Five storefronts. Three currencies. A mix of B2B and B2C buyers. The team was doing everything they could to keep up. But Magento 1 wasn’t helping.
We came in with one clear goal: help them scale but without breaking what already worked.
What We Stepped Into
The store had been running Magento 1 for years and was full of legacy code, quick fixes, and fragile modules. Each country had its own storefront with custom prices, different VAT logic, and region-specific promotions. There was no unified way to manage them all. On top of that, the site’s speed had taken a hit, especially during peak season.
What We Did
Migration to Magento 2 — Without Breaking a Thing
We began with a thorough audit of the existing Magento 1 store, identifying what could be reused, what needed refactoring, and what should be rebuilt entirely. A phased migration approach allowed us to preserve data integrity while restructuring key areas. Product data was normalized, attribute sets cleaned, and categories restructured. We migrated customers, order history, CMS pages, and pricing rules with special care for storefront-specific configurations. Custom-built scripts ensured smooth data transfer without interrupting ongoing operations. The migration laid the groundwork for performance and stability as the business continued to scale.
Checkout, Reimagined
We completely rethought the checkout flow to make it faster, more intuitive, and less frustrating—especially for users juggling multiple devices or ordering on behalf of others. Instead of Magento’s default experience, we introduced a clear three-step journey: first, customers choose whether to sign in, register, or continue as a guest; next, they enter their shipping details and select a delivery method; finally, they complete their payment.
We streamlined each step to reduce friction, added smart validations to minimize input errors, and displayed estimated delivery times based on both stock availability and the customer’s location. For logged-in users, saved carts are preserved and can be reused—an essential feature for B2B buyers who often need approval before finalizing a purchase. Altogether, this new checkout experience helped cut abandonment rates and made the path to purchase feel a lot more human.
Smarter Shipping & Taxes
Shipping and tax rules were a major challenge due to the multi-country nature of the store. We created a flexible rule engine that applied dynamic shipping rates based on region, product type, and quantity. If a product exceeded a specific size or weight, or included restricted materials like batteries, shipping options adapted accordingly. For taxes, we applied different VAT configurations per storefront, with logic to exclude or apply tax depending on B2B status and customer location. We also accounted for regional incentives like environmental tax credits and loyalty-based delivery perks.
Long-Term Support = Long-Term Growth
Since launch, we’ve stayed with the client to continuously support and improve the platform. That includes:
– Upgrading Magento to the latest stable versions
– Running weekly performance audits
– Debugging ERP sync issues with Comarch
– Improving caching via Varnish and Redis
– Creating new storefronts for expansion
We also built a Master Account system for their sales team — letting managers edit carts, adjust prices, or upload custom product configurations for offline clients.
Performance Wins That Matter
We optimized everything — from image sizes and lazy loading to backend queries and full-page cache. Checkout speed improved by over 60%, and the store now loads reliably even with high cart volumes.
Conclusion
This wasn’t just a migration. It was a full reboot of how their eCommerce worked — under the hood and on the screen. We didn’t just help them move to Magento 2. We helped them build a system they can actually grow on.
Magento is a powerful platform—but only when implemented with precision and purpose. This project wasn’t just about upgrading a tech stack. It was about solving real business bottlenecks, enabling faster operations, and setting the stage for international growth. With a robust foundation now in place, the client has everything they need to expand confidently and continue serving their customers across Europe and beyond.
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