Uncorking Growth: Tannico’s Replatform from Magento to Shopify Plus

Before the migration, Tannico’s marketing team relied on developers for even minor content changes. Campaigns were slowed by rigid templates and manual workflows, limiting agility.

With Shopify’s native theme editor and modular architecture, the team gained the freedom to create landing pages, update content, and launch new campaigns independently—all without touching code. Reusable components were introduced to maintain brand consistency across pages and channels.

This shift significantly increased execution speed and allowed the marketing team to respond quickly to seasonal trends, product launches, and promotional opportunities.

Tannico’s B2B channel previously operated on a separate website, with custom pricing managed through manual tagging and fragmented tooling. This setup made it difficult to scale or deliver a tailored experience to business clients.

With Shopify's B2B capabilities, Tannico's operators now have access to a more consolidated set of tools to manage company structures, pricing rules, and access levels. Business customers can now browse curated catalogs and benefit from personalized pricing, all from the same storefront as retail users.

The result is a streamlined backend for Tannico’s team and a more intuitive, professional experience for B2B clients.

Beyond operational improvements, the migration delivered tangible benefits to Tannico’s customers. Faster page loads and smoother checkout flows create a more seamless shopping experience, eliminating friction at critical moments in the customer journey.

Consistency across channels also played a crucial role. Whether customers browse on desktop, mobile, or app, the brand’s storytelling and user experience remain cohesive and aligned. This omnichannel harmony helps reinforce trust and familiarity, making interactions with Tannico feel intuitive on all platforms.

Additionally, enhancements to the checkout funnel made it simpler for users to find the right products quickly and efficiently, with the goal of boosting customer satisfaction and strengthening Tannico’s position as a digital leader in the wine and spirits industry.

Migrating from a mature platform like Magento required a careful, phased approach. Rather than opting for a full-scale switchover, Tannico and Nebulab prioritized business continuity. The team started by launching Shopify in lower-risk markets and gradually rolled out features as needed.

This approach allowed internal teams to familiarize themselves with the new platform while maintaining ongoing operations. The final transition for the Italian market—Tannico’s core audience—was completed with zero downtime and no impact on sales.

A lightweight integration layer ensured real-time alignment between Magento and Shopify during the transition, enabling a seamless dual-platform phase.