Ten years ago, choosing an eCommerce platform was mostly a technical choice. Today, it is a strategic business decision that directly affects your sales, marketing, scalability, customer experience, and even your brand perception.

The global eCommerce market has become brutally competitive. Customers have endless choices, very little patience, and extremely high expectations. They want fast websites, smooth checkout, secure payments, perfect mobile experience, easy returns, and instant support.

In this environment, your technology stack is not just supporting your business. It is shaping it.

Many businesses are still running their online stores on outdated, overcomplicated, or poorly maintained platforms. They struggle with slow performance, constant technical issues, security risks, high maintenance costs, and limited flexibility. Often, they do not even realize how much growth they are losing because they are used to fighting these problems every day.

This is exactly why so many companies around the world are now asking one important question.

Should we migrate to Shopify?

For a growing number of brands, the answer is yes.

The Evolution of eCommerce Platforms and the Rise of Shopify

The first generation of eCommerce platforms focused mainly on basic functionality. They allowed you to list products and accept payments. Everything else required heavy customization, plugins, and constant technical work.

As online commerce matured, businesses needed more.

They needed better performance. They needed better security. They needed better integrations. They needed easier marketing tools. They needed scalability without breaking their systems every year.

This is where modern SaaS eCommerce platforms started to dominate.

Shopify emerged as one of the strongest leaders in this shift.

Instead of forcing merchants to manage servers, updates, security, and endless technical details, Shopify focused on letting business owners focus on selling, branding, and growing.

Today, Shopify powers millions of stores across the world, from small startups to global brands.

This did not happen by accident.

What Shopify Really Is and Why It Is Different

Shopify is not just another eCommerce software.

It is a complete commerce platform.

It combines hosting, security, performance, checkout, payments, inventory management, marketing tools, app ecosystem, and scalability into one integrated system.

Instead of stitching together many different tools and hoping they work well together, Shopify provides a stable core that is continuously improved by a massive engineering team.

For business owners, this means fewer technical headaches and more focus on strategy, products, and customers.

The Hidden Cost of Staying on the Wrong Platform

Many businesses stay on their current platform not because it is good, but because change feels risky.

They think migration will be complicated, expensive, or disruptive.

What they often do not calculate is the ongoing hidden cost of staying where they are.

Slow website speed reduces conversion rates every single day. Technical limitations prevent marketing experiments. Security issues create constant risk. Developer dependency increases costs. Outdated systems reduce team efficiency.

All of these things silently tax your business.

Over one or two years, this hidden cost is often much higher than the cost of migrating to a better platform.

Performance, Speed, and Why They Decide Your Sales

In modern eCommerce, speed is not a luxury.

It is a survival factor.

Studies consistently show that even small delays in page load time reduce conversions, increase bounce rates, and hurt SEO rankings.

Many self-hosted or poorly optimized platforms struggle with performance, especially when traffic grows or catalogs become large.

Shopify, on the other hand, is built on a globally distributed, high-performance infrastructure.

Stores hosted on Shopify benefit from fast servers, optimized delivery, built-in CDN, and continuous performance improvements without merchants having to manage anything.

This means your store stays fast even during traffic spikes, promotions, or seasonal peaks.

Security and Stability as Business Foundations

Security breaches are no longer rare events. They happen every day.

For an eCommerce business, a security incident is not just a technical problem. It is a trust disaster.

Customers trust you with their data and their payments. A single incident can damage your reputation for years.

On many platforms, security is the merchant’s responsibility. You must manage updates, patches, server security, and compliance.

Shopify takes this burden away.

It is fully PCI compliant, continuously monitored, and maintained by a dedicated security team. Updates and patches happen automatically without breaking your store.

This gives business owners something extremely valuable.

Peace of mind.

Why Scalability Is More Important Than You Think

Many businesses choose platforms based on current size, not future plans.

This is a mistake.

A good eCommerce platform should not just handle where you are today. It should support where you want to be in three or five years.

Growth creates complexity.

More products. More traffic. More integrations. More markets. More currencies. More logistics.

Platforms that work fine for small stores often start breaking under this complexity.

Shopify is designed to scale.

From small brands to high-volume global stores, the same core platform supports all of them.

You do not need to rebuild your store when you grow. You grow on the same foundation.

The Operational Simplicity Advantage

Running an online store already involves many moving parts.

Product management. Marketing. Customer service. Logistics. Accounting.

Your platform should simplify operations, not add more technical burden.

Shopify’s admin interface, built-in tools, and app ecosystem are designed to make daily operations easier for non-technical teams.

Tasks that require developers on many platforms can often be done by store managers or marketers on Shopify.

This increases agility and reduces dependency.

The Marketing and Growth Ecosystem

Modern eCommerce growth is driven by marketing.

SEO, paid ads, email, social commerce, influencer marketing, marketplaces, and more.

Your platform must integrate smoothly with all these channels.

Shopify has one of the largest and most mature app ecosystems in eCommerce.

From email marketing and CRM to advanced analytics and conversion optimization, almost every tool integrates easily.

This allows businesses to experiment, adapt, and grow faster.

The Brand Experience and Customer Journey

Customers do not just buy products. They experience your brand.

Website design, mobile experience, checkout flow, and post-purchase journey all shape perception.

Shopify themes and customization capabilities allow brands to build beautiful, modern, high-conversion storefronts.

More importantly, Shopify continuously improves core user experience elements like checkout, which is one of the highest converting in the industry.

This means even without heavy customization, stores often see better results after migrating.

Why So Many Businesses Are Moving to Shopify Now

The trend is clear.

Businesses are moving away from fragile, heavy, and maintenance-intensive systems.

They want stability. Speed. Security. Simplicity. Scalability.

They want to focus on growth instead of infrastructure.

Shopify fits this direction perfectly.

This is why migration projects from platforms like WooCommerce, Magento, OpenCart, PrestaShop, and custom systems to Shopify are increasing every year.

Migration Is a Business Upgrade, Not Just a Technical Change

Moving to Shopify is not just changing software.

It is upgrading how your business operates.

It changes how fast you can move, how safely you operate, how well you can market, and how confidently you can scale.

How Shopify Changes Your Cost Structure in a Healthier Way

One of the most misunderstood aspects of Shopify is cost.

Some merchants only compare the monthly subscription fee with their current hosting bill and think Shopify is more expensive.

This is almost always an incomplete comparison.

On many self-hosted or complex platforms, you pay in many hidden ways. You pay for hosting. You pay for security tools. You pay for performance optimization. You pay for frequent developer support. You pay for emergency fixes. You pay for upgrades that break things. You pay for compatibility issues between plugins or extensions.

On Shopify, most of these costs disappear or become predictable.

Hosting, security, performance, core updates, and infrastructure scaling are included in the platform.

Your cost structure shifts from unpredictable technical spending to a more stable and forecastable model.

For many businesses, this alone makes financial planning much easier and reduces stress.

Team Productivity and Why It Improves Dramatically

On many platforms, simple changes require technical help.

Updating certain layouts. Adding new features. Improving checkout. Connecting new marketing tools. Fixing small issues.

This creates constant dependency on developers and slows down the business.

Shopify is designed so that non-technical teams can handle a large part of daily operations.

Product management, collections, discounts, basic content changes, and many marketing integrations can be done directly by store managers or marketers.

This does not remove the need for developers entirely. But it shifts their role from constant firefighting to more strategic improvements.

The result is faster execution and better use of your team’s time.

How Shopify Improves Marketing Speed and Experimentation

Modern eCommerce growth depends on experimentation.

You test new landing pages. You test new offers. You test new upsells. You test new channels.

On rigid or fragile platforms, every experiment feels risky and slow.

On Shopify, the ecosystem is built for rapid testing.

There are mature integrations for email marketing, SMS, paid ads, analytics, personalization, reviews, loyalty programs, and more.

Many of these can be added, tested, and removed without touching core code.

This makes your marketing much more agile.

Agility in marketing often translates directly into faster growth.

Conversion Rate Improvements and the Shopify Checkout Advantage

Traffic is expensive.

Every percentage point improvement in conversion rate has a direct and often dramatic impact on revenue.

One of Shopify’s strongest but least discussed advantages is its checkout system.

Shopify has invested enormous resources into optimizing checkout speed, reliability, and user experience.

It supports multiple payment methods, local payment options in many countries, fast loading, and a smooth mobile experience.

For many stores, simply moving to Shopify results in better conversion rates even without major design changes.

This is not magic. It is the result of a highly optimized and continuously improved core system.

Why Reliability and Uptime Are Silent Revenue Drivers

Downtime is expensive.

Slowdowns during promotions are expensive.

Checkout errors are expensive.

On self-managed or overloaded systems, these problems happen more often than most businesses want to admit.

Shopify’s infrastructure is designed to handle massive traffic volumes and peak events.

This is why even during huge global sales events, Shopify stores remain stable.

For a growing business, this reliability is not just technical comfort. It is revenue protection.

Inventory, Orders, and Operational Simplicity

As product catalogs and order volumes grow, operations become more complex.

Managing inventory, handling returns, syncing stock across channels, and keeping order processing smooth becomes a daily challenge.

Shopify’s core admin system is designed around these workflows.

It is not perfect for every business model, but for most standard and even many complex eCommerce operations, it simplifies daily work significantly.

When combined with the right apps or integrations, it can support multi-channel selling, warehouse operations, and advanced fulfillment setups without becoming unmanageable.

Multi-Channel and Omnichannel Selling Made Practical

Today, most brands do not sell only on their website.

They sell on marketplaces, social platforms, and sometimes even offline.

Managing these channels separately creates chaos.

Shopify is designed to be a central hub for multi-channel commerce.

Products, inventory, and orders can be synced across multiple sales channels.

This reduces errors, saves time, and creates a more consistent customer experience.

For many brands, this is a major operational upgrade compared to fragmented systems.

International Growth Becomes Much Easier

Expanding into new countries is one of the hardest steps for an eCommerce business.

Different currencies, different taxes, different payment methods, different shipping rules.

On many platforms, this requires heavy customization.

Shopify has invested heavily in international commerce features.

Multi-currency, localized experiences, region-specific payment methods, and international shipping setups are far easier to manage than on many older platforms.

This lowers the barrier to global expansion.

How Shopify Reduces Technical Risk

Every custom system and heavily modified platform accumulates technical debt over time.

Updates become scary. New features become risky. Only a few people understand how things work.

This creates long-term business risk.

Shopify reduces this risk because the core platform is maintained and improved by Shopify itself.

You do not have to worry about core updates breaking your store.

You build your business on top of a stable, professionally maintained foundation.

This does not eliminate all risk, but it reduces it dramatically compared to many alternatives.

The Psychological Impact on Business Owners and Teams

This aspect is rarely discussed, but it is very real.

Running a store on a fragile or high-maintenance system creates constant background stress.

You worry about updates. You worry about crashes. You worry about security. You worry about performance during campaigns.

When these worries disappear or are greatly reduced, management attention and energy shift to growth, strategy, and product development.

This mental space is extremely valuable.

Why Many Businesses Delay Migration and Regret It Later

The most common reason businesses delay migration is fear of disruption.

They worry about SEO impact. They worry about temporary instability. They worry about cost and effort.

These are valid concerns.

But in most cases, the bigger risk is staying stuck on a platform that is slowing you down every day.

Many companies that finally migrate to Shopify say the same thing.

They wish they had done it earlier.

Migration as a Controlled and Strategic Process

A good Shopify migration is not rushed.

It is planned carefully.

Products, customers, orders, URLs, SEO structure, and integrations are mapped and transferred in a controlled way.

With proper planning, downtime can be minimal and SEO impact can be controlled.

This is why migration should be treated as a business project, not just a technical task.

The Compounding Effect of Better Infrastructure

Infrastructure improvements do not always show dramatic results in the first month.

But over one or two years, the compounding effect is huge.

Better performance improves SEO and ads. Better conversion rates improve revenue. Better agility improves marketing. Better reliability reduces losses.

All of these together create a much stronger growth curve.

Not every business needs to migrate to Shopify.

But far more businesses should consider it seriously.

The key is not whether Shopify is a good platform in general. The key is whether your current platform is helping or limiting your growth, your team, and your long-term strategy.

In this part, we will look at which types of businesses benefit most from moving to Shopify, what common migration scenarios look like, and how Shopify compares strategically to platforms like WooCommerce, Magento, and custom-built systems.

This will help you see your own situation more clearly and evaluate the real opportunity cost of staying where you are.

Businesses That Outgrow Their Current Platform

Many eCommerce businesses start on a simple or low-cost platform.

In the beginning, this makes sense.

You want to validate your product, test the market, and keep costs low.

But as the business grows, the platform often becomes a bottleneck.

Performance starts to suffer. The site becomes slow or unstable during traffic spikes. The admin becomes cluttered. Updates become risky. Integrations become fragile. Customizations pile up.

At this point, the platform is no longer supporting growth. It is slowing it down.

This is one of the most common reasons businesses migrate to Shopify.

They do not migrate because their current platform is terrible. They migrate because it is no longer good enough for where they are going.

Businesses Tired of High Maintenance and Technical Complexity

Another very common profile is the business that is simply exhausted by technical issues.

They are tired of managing servers, updates, plugins, extensions, conflicts, security patches, and performance problems.

They are tired of calling developers for every small change.

They are tired of unpredictable costs and emergency fixes.

For these businesses, Shopify feels like a huge relief.

It does not remove all complexity, but it removes most of the infrastructure burden and a large part of the technical risk.

This allows the business to refocus on products, marketing, and customers instead of constant technical firefighting.

Brands That Want to Scale Marketing and Operations Faster

Modern eCommerce growth is driven by marketing speed and operational efficiency.

If your platform makes it slow or risky to launch new campaigns, test new ideas, or integrate new tools, you are at a disadvantage.

Many brands migrate to Shopify because they want more agility.

They want to connect new marketing tools quickly. They want to launch new collections faster. They want to test new markets and channels without rebuilding their system each time.

Shopify’s ecosystem and operational simplicity make this much easier than on many older or more complex platforms.

Businesses That Want to Go International

International expansion is a major growth lever for many brands.

But it is also technically and operationally complex.

Different currencies, different taxes, different payment methods, different shipping rules, different languages.

On many platforms, supporting this properly requires heavy customization and ongoing maintenance.

Shopify has invested heavily in international commerce features.

For many businesses, migrating to Shopify is the moment when global expansion becomes realistically manageable instead of just a theoretical plan.

Businesses That Care About Brand and Customer Experience

In crowded markets, brand and experience often matter more than small price differences.

If your current platform limits design flexibility, mobile experience, or checkout optimization, it is directly hurting your brand.

Shopify provides a strong foundation for building modern, fast, and conversion-focused storefronts.

It does not guarantee a great brand experience by itself, but it makes it much easier to build one.

This is why many design-driven and brand-driven companies choose Shopify.

Shopify vs WooCommerce: Strategic Differences

WooCommerce is very popular, especially among small and medium businesses.

It is flexible, open-source, and built on WordPress.

Its biggest advantage is that it can be very cheap to start with and very customizable.

Its biggest disadvantage is that you are responsible for almost everything.

Hosting, security, performance, backups, updates, and compatibility between plugins are all your responsibility.

As stores grow, WooCommerce setups often become complex and fragile.

Shopify takes a very different approach.

It is a managed platform. Infrastructure, security, and performance are handled for you.

You trade some low-level control for stability, simplicity, and predictability.

For small stores, WooCommerce can be fine.

For growing or high-revenue stores, many businesses find that Shopify’s managed approach saves time, money, and stress in the long run.

Shopify vs Magento: Power Versus Complexity

Magento, especially Magento Open Source or Adobe Commerce, is a very powerful platform.

It can be customized to do almost anything.

It is often used by very large or very complex eCommerce businesses.

But that power comes with complexity and cost.

Magento requires serious development resources, strong hosting, and ongoing technical management.

For many mid-sized businesses, this becomes overkill.

They do not use most of the power, but they still pay the full complexity cost.

This is why many Magento merchants migrate to Shopify or Shopify Plus.

They want a platform that covers most of their needs with much less operational overhead.

Shopify may not replace every extreme custom use case, but for a huge percentage of businesses, it is more than sufficient and much easier to manage.

Shopify vs Custom-Built Systems

Some businesses run on fully custom eCommerce systems.

These are often built to support very specific workflows or business models.

The problem is that custom systems accumulate technical debt.

They depend on a small number of developers who understand them. They are expensive to maintain. They are risky to change. They often lag behind in features and security.

For some very unique business models, a custom system may still be justified.

But for many others, Shopify offers a much safer and more future-proof foundation.

Modern Shopify setups, combined with APIs and apps, can support surprisingly complex business logic without the long-term risks of a fully custom platform.

Common Migration Scenarios in the Real World

Many migrations happen after a crisis.

A major security issue. A performance collapse during a big sale. A failed upgrade. A sudden hosting cost explosion.

Others happen more strategically.

After a rebrand. Before a major marketing push. During a business model change. When expanding internationally.

The best migrations are the strategic ones.

They are planned calmly, executed carefully, and aligned with business goals.

SEO Concerns and Why They Are Usually Overestimated

One of the biggest fears around migration is SEO.

Businesses worry that moving platforms will destroy their rankings.

This can happen if migration is done badly.

But with proper planning, URL mapping, redirects, and content migration, SEO impact can be minimized or even improved.

In many cases, the performance improvements and structural cleanup that come with Shopify actually lead to better SEO results over time.

Migration should always be treated as an SEO-sensitive project, but it should not be a reason to stay stuck forever.

The Importance of the Right Migration Partner

A Shopify migration is not just copying products from one system to another.

It involves data, design, SEO, integrations, and business workflows.

Doing this poorly can create chaos.

This is why many businesses work with experienced Shopify and eCommerce development partners such as Abbacus Technologies and other similar companies that understand both the technical and business sides of migration.

The right partner does not just move data. They help redesign the system around better processes and future growth.

When You Should Probably Not Migrate to Shopify

If your business depends on extremely unique workflows that cannot be supported or integrated into Shopify at all, migration may not be right.

If your store is very small, not growing, and working perfectly fine on a simple platform, there may be no urgent reason to change.

Migration is a strategic decision, not a fashion trend.

How to Know If You Are Ready

You are probably ready to migrate to Shopify if your platform feels like a limitation instead of an enabler.

If your team avoids changes because they are risky or expensive.

If performance, stability, or scalability worries are always in the background.

If marketing feels slower than it should be.

If technical issues consume too much attention.

These are strong signals.

Starting with Strategy and Clear Objectives

The first step in any successful migration is not technical. It is strategic.

You should be able to clearly answer why you are migrating.

Are you doing it to improve performance and conversion rates. Are you doing it to reduce maintenance and technical overhead. Are you doing it to scale internationally. Are you doing it to enable faster marketing and experimentation. Are you doing it to simplify operations and reduce risk.

Different goals lead to different priorities.

For example, a brand that migrates mainly to improve conversion rates will focus heavily on user experience, checkout optimization, and performance. A brand that migrates to scale operations will focus more on backend workflows, integrations, and inventory management. A brand that migrates to expand internationally will focus on multi-currency, localization, and cross-border logistics.

When goals are clear, decisions during the project become much easier.

Auditing Your Current Store Before You Move

Before building anything new, you need to understand what you already have.

This includes your product catalog, customer data, order history, content pages, blog posts, URLs, integrations, custom features, and internal workflows.

Many stores accumulate a lot of technical and structural clutter over the years.

Migration is a perfect opportunity to clean this up.

Some products may no longer be relevant. Some pages may be outdated. Some custom features may no longer be needed. Some integrations may be replaceable with better tools.

A good audit allows you to migrate what matters, improve what should be improved, and leave behind what no longer serves the business.

This reduces complexity and makes the new Shopify store leaner and more effective.

Designing the New Store for the Business You Want to Be

One of the biggest mistakes in migration projects is trying to copy the old store exactly as it is.

This usually means copying old problems into a new system.

Shopify migration is an opportunity to redesign not just the look of the store, but also the structure, navigation, collections, and customer journey.

You should ask questions like how customers should ideally browse and buy. How products should be grouped. How the brand should be presented. How trust should be built. How upsells and cross-sells should be integrated.

Good Shopify stores are not just visually appealing. They are strategically designed to guide users toward purchase with as little friction as possible.

This is where experienced designers and eCommerce strategists add a lot of value.

Data Migration: Accuracy, Completeness, and Testing

Migrating data is one of the most sensitive parts of the process.

Products, customers, orders, URLs, and sometimes reviews and content must be transferred accurately.

Mistakes here can lead to lost information, broken pages, or operational issues.

A professional migration process always includes multiple test runs, validation checks, and careful mapping between the old system and Shopify.

It is also important to decide which historical data really needs to be migrated and which can be archived.

For example, you may not need to move ten years of old orders into the new system if they are only kept for accounting or legal reasons.

Clean and well-structured data is one of the hidden benefits of a good migration.

Preserving and Improving SEO During Migration

SEO is one of the biggest concerns for most businesses considering migration.

This concern is justified.

If URLs change and redirects are not handled properly, rankings and traffic can drop.

However, when migration is planned properly, SEO can be preserved and often even improved.

The key elements are careful URL mapping, proper 301 redirects, preserving important on-page content, transferring metadata, and maintaining site structure where it makes sense.

At the same time, migration is a great opportunity to fix old SEO problems.

Many stores have messy URL structures, duplicate content, slow pages, and technical SEO issues.

Shopify’s performance and cleaner architecture often provide a better foundation for SEO growth after migration.

This is why many businesses see SEO improvements in the months following a well-executed Shopify migration.

Integrations and Business Systems

Most established eCommerce businesses do not operate in isolation.

They have accounting systems, ERPs, CRMs, warehouse management systems, marketing platforms, and analytics tools.

A successful migration plan must include all critical integrations.

Some of these will be replaced by Shopify apps. Some will be connected via APIs. Some may need custom development.

This is another reason why migration should be treated as a business systems project, not just a website project.

Your new Shopify store should fit smoothly into your overall business ecosystem.

Testing, Training, and Internal Readiness

Before going live, thorough testing is essential.

This includes testing product pages, collections, search, checkout, payments, taxes, shipping rules, emails, integrations, and internal workflows.

It also includes testing on different devices and browsers.

At the same time, your team needs to be trained.

The Shopify admin interface is usually easier to use than many older platforms, but it is still a new system.

Sales teams, operations teams, marketing teams, and customer support teams should all understand how their daily work will change.

Internal readiness is often underestimated, but it is critical for a smooth transition.

Go-Live Strategy and Risk Management

Going live is not just flipping a switch.

A good go-live plan includes timing, communication, monitoring, and contingency plans.

Many businesses choose to go live during a quieter period, not during peak sales season.

In the first days and weeks after launch, close monitoring is essential to quickly catch and fix any unexpected issues.

When done properly, customers often do not even notice that a migration happened, except that the site feels faster and smoother.

Calculating the Real Return on Investment

The cost of migration is visible and immediate.

The benefits are often spread over months and years.

To calculate real ROI, you need to look at multiple factors together.

Improved conversion rates increase revenue without increasing traffic. Better performance improves SEO and ad efficiency. Lower maintenance reduces costs and stress. Better operational efficiency allows the team to handle more volume without growing headcount. Better reliability reduces losses during peak periods.

When these effects are combined, the financial impact is usually much larger than the initial project cost.

This is why many businesses that migrate to Shopify consider it one of their best long-term investments.

Choosing the Right Migration Partner

A Shopify migration is not a trivial project.

It touches almost every part of the business.

This is why many companies choose to work with experienced eCommerce and Shopify development partners.

Some choose specialized Shopify agencies. Some choose larger digital transformation companies. Some work with technology partners like Abbacus Technologies who combine business understanding with strong technical execution and can manage the entire process from strategy and design to development, migration, and optimization. You can see their broader approach at https://www.abbacustechnologies.com.

At the same time, there are many other good companies in the market. The important thing is not the name, but the experience, the process, and the ability to think beyond just moving data.

The right partner will challenge assumptions, propose improvements, and help you build a better system, not just a copy of the old one.

Common Mistakes to Avoid

One common mistake is rushing the project because of impatience or external pressure.

Another is trying to replicate the old store exactly instead of improving it.

Some businesses also underestimate SEO complexity or integration complexity.

Others focus too much on design and not enough on operations.

A successful migration balances all these aspects.

Life After Migration: Continuous Improvement

Migration is not the end of the journey.

It is the beginning of a new phase.

Once you are on Shopify, you have a more stable and flexible foundation.

This allows you to continuously improve marketing, user experience, operations, and international expansion without fighting your platform.

The most successful brands treat their Shopify store as a living system that is constantly optimized.

Final Conclusion: Migration as a Strategic Reset for Growth

Migrating to Shopify is not just about escaping technical problems.

It is about building a stronger, faster, safer, and more scalable eCommerce business.

It is about freeing your team from constant technical limitations and allowing them to focus on products, customers, and growth.

When approached strategically and executed professionally, a Shopify migration becomes one of those rare projects that improves almost every part of the business at once.

For many brands, it is not just a platform change.

It is a turning point.

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