Migrating Alex Monroe from Adobe Commerce to Shopify Plus
Alex Monroe has designed and handmade nature-inspired jewellery in London since 1986, sold online, through two London boutiques and to stockists worldwide.
Approaching its 40th anniversary, the business wanted to improve customer experience and conversion, simplify its tech stack, and build the foundations for international expansion and B2B.
The results
The challenge
Alex Monroe was growing steadily, but website performance and infrastructure were holding it back. Core metrics weren't where they needed to be - conversion sat at around 2% against a market average closer to 3%, a gap that at their volume represented a material revenue opportunity. The mobile experience had significant drop-off too: more than nine in ten mobile shoppers left after viewing a product, and well over half dropped out even after adding to the bag.
The platform was also expensive to own. A self-hosted Adobe Commerce setup meant licence fees, hosting, patching and upgrades, all before any growth work. Core Web Vitals were failing, search returned the wrong products, and finding things was harder than it should be.
With the platform contract up for renewal in its anniversary year, we modelled the options carefully - the true financial cost of staying on Adobe Commerce, the opportunity cost of the conversion and performance gap, and what moving to Shopify Plus could unlock - before making our recommendation.
Why Alex Monroe chose Unified, and how we approached it
We had been working with Alex Monroe for some time - supporting their Adobe Commerce site and collaborating on feature development and their roadmap. We knew the brand, the data, and the customers. Combined with our experience working with jewellery brands, we understood the sector and what their customers expect from a high-quality online experience.
Because we are platform-agnostic, we could evaluate the options objectively, before recommending Shopify Plus - on the basis of lower total cost of ownership and a better path to their conversion and growth targets.
A clean move to Shopify Plus. A redesigned, faster store with the full catalogue, customers and orders migrated across, and the search rankings protected.
Built for how jewellery sells. Bespoke gifting flows including physical and digital gift cards with scheduled delivery.
Personalisation, like charms and engraving, a ring sizer, and richer product recommendations and search.
Analytics and tracking unified into one view, with SEO and paid media running alongside the build.
We advised on the systems setup around the store, including the NetSuite ERP integration and planned the cutover carefully so the website, the boutiques and the warehouse stayed in sync through launch.
In their words
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What we delivered
Full catalogue, customer and order data migrated across
Redesigned store built on Shopify Plus, faster and optimised for mobile
Shopify Markets configured for GBP and USD, laying the foundation for international expansion.
Nosto powering product recommendations and search
Klaviyo carried across and configured for the new store
Full SEO migration with redirect mapping to protect organic rankings
Launched June 2026, with support through and beyond go-live
From project to partner
The replatform sits inside a broader relationship. We also work with Alex Monroe across SEO and paid media, so the new store and the marketing behind it are managed together, against shared commercial goals.