Direct answer: a Shopify migration is not a copy of the old website. It is a project involving data transfer, storefront rebuilding, feature mapping and protection of relevant URLs. The main risk appears when a platform is changed without first deciding what must be preserved, transformed or removed.
1. Inventory before migration
Before importing any data I map products, variants, customers, collections or categories, content, indexed URLs, existing redirects, integrations and operational features. This distinguishes what can be transferred directly from what needs to be rebuilt.
Historical orders, customer passwords and legacy data require separate assessment because availability and import methods depend on the source platform and tools being used.
2. Data cleanup and mapping
Importing inconsistent data means carrying technical debt into the new store. I normalize SKUs, variants, attributes and fields intended for metafields or metaobjects before loading. Each piece of information gets a defined destination in Shopify and a clear source of truth.
3. 301 redirects and SEO continuity
URLs that change should be mapped to semantically coherent destinations. 301 redirects reduce the risk of losing signals and backlinks, but they do not guarantee identical traffic or rankings after migration.
I avoid generic redirects to the home page when an equivalent destination exists, and I also check canonicals, internal links, the sitemap and pages producing errors after the change.
4. Shopify Online Store 2.0 theme
The storefront is rebuilt on an Online Store 2.0 theme. I do not use page builders as a baseline. Features that belong to the storefront are handled in the theme; features requiring a backend, APIs, webhooks or persistent data are designed as separate apps or integrations.
5. Apps and integrations
Plugins from the previous platform are not “migrated”. For each feature I check whether there is a suitable native Shopify capability, an appropriate app or a real need for custom development. ERP, CRM, logistics, marketplaces and tax systems require data and responsibility mapping before APIs are connected.
6. Performance: measure, do not promise
Before and after migration I compare available metrics on representative templates. Images, JavaScript, apps, tracking and theme structure can affect performance. I do not attribute automatic Core Web Vitals or conversion improvements to the new platform: the result depends on the actual implementation.
7. SEO and GEO
In addition to titles, descriptions, canonicals and redirects, I check that entities, structured data and visible information do not contradict each other. I do not use hidden content or crawler instructions to force citations. The priority is readable, coherent and verifiable information for users and search systems.
8. Testing before the domain switch
Testing covers at least navigation, search, products, variants, cart, checkout, payments, shipping, taxes, emails, customer accounts, forms, tracking and redirects. Tests should run on desktop and mobile and include error cases, not only the ideal path.
9. Checks after go-live
After publication I verify 404 errors, redirects, indexing, real orders, feeds and integrations. Monitoring helps distinguish normal post-migration variation from technical problems that require intervention.
My scope
I’m Francesco Guiducci, a freelance Shopify specialist and Shopify app developer. I directly handle migrations on Basic, Grow and Advanced, from data structure to theme and required integrations.
For a specific project, see my Shopify migration service.
Updated September 3, 2026.
