Rebuilding a 7,500-product Shopify store without losing rankings

The problem

ATGBICS supply compatible network transceivers and connectivity kit to industrial and enterprise customers, shipping from the UK to dozens of countries. It's a business where the customer often knows precisely which part they need, down to the code.

Their Shopify store had grown with the business rather than being designed for it. Thousands of products, data entered inconsistently over several years, specification tables built as hand-written HTML that fell apart on anything smaller than a laptop, and a navigation structure that assumed you already knew what you were looking for.

There was a complication. ATGBICS rank in positions one to three on Google for thousands of specific part codes. That's high-intent search that converts straight to a sale, and all of it sat on URLs we were about to touch.

What we did

We upgraded the theme to Shopify 2.0 and built bespoke sections for the product and category templates.

Product data came next, and it was most of the work. Around 7,500 SKUs went through Matrixify to fix formatting and standardise specifications, which then let us rebuild the spec tables as responsive, metafield-driven grids rather than hand-written HTML.

With clean data behind them, the filters could do something useful. Customers can now narrow by vendor, specification and form factor. We also added a B2B purchasing flow for the resellers and distributors buying in volume.

Every existing URL structure was preserved. Not glamorous work, but it's the difference between a migration and an accident.

Outcome

The new store launched on 20 May 2024, and search performance held through the move, which was the main thing.

Comparing Q1 2026 with the same quarter a year earlier, net sales were up 61 per cent and average order value up 22 per cent. Sessions grew 368 per cent, though I'd be careful attributing all of that to the rebuild. ATGBICS have invested heavily in content and new product categories since launch.

Which is really the point. The platform has scaled with them, from around 7,500 products at launch to more than 20,000 today. They've since achieved ISO 9001:2015 certification and run the site themselves.