Flooring By Nature

Overview

Flooring By Nature is a sustainable flooring retailer with a complex product catalog and measurement-based pricing. Their old WooCommerce store was slow and not user-friendly, especially on mobile, which created friction in the buying flow and increased drop-offs.

The goal was to migrate the store to Shopify for a faster, cleaner shopping experience—without losing SEO value, customers, or the custom flooring calculations that WooCommerce supported. The biggest challenge: many flooring products need non-rounded quantities (e.g., 2.3 m²), while Shopify only supports whole-number quantities by default.

I migrated the full store from WooCommerce to Shopify and built a custom solution to support measurement-based purchasing and a custom rug builder, while keeping existing URLs and SEO signals intact.

Goals & Challenges

• Migrate from WooCommerce to Shopify with minimal disruption
• Improve site speed and simplify the purchasing flow
• Preserve SEO rankings with URL redirects and metadata migration
• Migrate WooCommerce customers into Shopify
• Support measurement-based ordering:
  • Products sold by packs/boxes (pack coverage logic)
  • Products sold by m² with fractional quantities (e.g., 2.5 m²)
• Create a Custom Rug Builder experience
• Maintain key store features like:
  • Samples purchasing
  • Upsells (e.g., underlay)

My Role

• End-to-End Migration Lead: Moved the store from WooCommerce to Shopify, including products, collections, customers, and key content.
• Custom Measurement-Based Purchasing: Built a solution enabling customers to buy flooring in m² (including fractional values) despite Shopify’s whole-quantity limitation.
• Rug Builder Implementation: Developed a custom rug builder product flow with a clean UI and accurate pricing logic.
• SEO Preservation: Migrated SEO structure and implemented URL redirects to prevent traffic loss.
• UX + Conversion: Rebuilt key pages (homepage, collections, product pages) to reduce friction and improve clarity.
• Post-Launch Fixes: Resolved edge cases (variant images, sample order details, mobile layout issues) quickly after go-live.

Process

• Audit & Planning – Reviewed WooCommerce pricing rules, product types (packs vs m²), and the existing purchase flow pain points.
• Shopify Theme Setup – Selected and configured a theme aligned with the client’s desired competitor style and built the homepage + core layout.
• Data Migration – Migrated products, collections, and customer data from WooCommerce to Shopify.
• SEO + Redirect Mapping – Preserved SEO by setting up redirects and maintaining URL structure where possible.
• Custom Flooring Calculator Build – Implemented measurement logic for:
  • Box/pack products (area input → packs required)
  • m² products with fractional quantities (length/width → area → correct price)
• Samples + Upsells – Added sample purchase options and cross-sells (e.g., underlay) on relevant products.
• QA & Device Fixes – Tested across mobile/desktop (including iOS layout issues), fixed variant display and sample order details.
• Launch & Stabilization – Assisted with domain repointing, preserved the old WooCommerce site on a temp domain as a backup, and handled post-launch improvements.

Key Features

• Faster, Cleaner Shopify Storefront with improved navigation and product discovery
• Measurement-Based Ordering (m²) including fractional purchase support (e.g., 2.3 m²)
• Pack Coverage Calculator (area input → calculates number of packs/boxes)
• Length + Width Input Flow for Carpets (auto calculates area and passes correct values into pricing logic)
• Custom Rug Builder product experience
• Sample Ordering System with correct order details for fulfillment
• SEO-Safe Migration:
  • Customer migration
  • Redirects from WooCommerce URLs
  • Preserved rankings and link equity
• Mobile UX Improvements (variant selection visibility, compact layout, clearer CTAs)

Outcome

The new Shopify store delivered a noticeably smoother shopping experience, faster page loads, and a simplified checkout flow—while retaining customer data and SEO value from the previous WooCommerce site.

Most importantly, the new setup supports the real-world flooring requirement of measurement-based ordering, including non-rounded m² quantities, which is normally a limitation on Shopify. The custom rug builder and sample flow were also implemented to match how customers buy flooring in practice.

Tech Stack

• Shopify
• Liquid
• Custom JavaScript
• Shopify Apps (price/measurement calculator)
• Custom-coded UI layer
• URL Redirects
• SEO Migration
• WooCommerce Export + Mapping