Arctic Grey Migration Audit
Book Jake →
Migration Audit · May 8, 2026 · metroappliancesandmore.com

Your platform is the ceiling.
It is costing you $9.12M a year.

1
You are running on the NMG Platform, a custom Next.js storefront served by Nationwide Marketing Group. The platform itself is the ceiling on conversion, on B2B, on retention, on speed, and on SEO. Every one of your 17,598 product pages renders zero content to Google on the first byte and waits on twenty-two JavaScript files before a shopper sees the price.
2
A Shopify Plus migration with Arctic Grey has averaged a 22.8% revenue lift across our last 14 migrations. Every figure on this page is drawn from real Arctic Grey client outcomes on similar catalogs, similar order volumes, and similar starting platforms to yours. Applied to your $40M midpoint, that models $9.12M of new top-line revenue in year one.
3
We will run a free Shopify Test Drive Demo on a clean Plus dev store, with your real top-200 SKUs, your real Property Management logic, and your real ten-showroom inventory pattern, before you commit a dollar. 16 to 20 weeks to launch. These are conservative projections from real Arctic Grey client data, not guarantees.
See the migration plan ↓ Book Jake, 15 min →
Composite Migration Score
Weighted across CRO, AOV, CLV, speed and SEO on the NMG/Next.js stack you ship today.
0out of 100
Underperforming · F
Versus the brands you actually compete with
Allbirds Shopify Plus78
Glossier Shopify Plus81
Paper Source Shopify Plus76
Metro Appliances you, today32
02 · The evidence

Where the platform is bleeding revenue.

Six places where the NMG Platform is leaking money today, the Shopify Plus benchmark we would migrate you to, and the modeled annual cost of leaving it unfixed. This audit was assembled solely from public URL data, no internal access. What is laid out below is what we could verify from a desktop browser and the public homepage, PDP, sitemap, and HTTP headers. The dollar amounts model what Shopify Plus paired with Arctic Grey has produced, on average, for clients in similar data sets. They are conservative projections, not guarantees.

Why this is happening Five vendors today, one platform after migration

You are paying five vendors to render one storefront. Every one of those five is a native feature of Shopify Plus.

NMG Platform → Next.js → Yotpo → Swym → LiveChat
Shopify Plus
5
Vendor invoices you pay today
1
Vendor invoice after migration
99.99%
Shopify Plus uptime guarantee
32M
Checkouts per minute, Black Friday peak
Each vendor today, mapped to its native Shopify Plus replacement
NMG Platform license
Shopify Plus core, one platform
Custom Next.js build
Online Store 2.0 theme, server-rendered on the edge
Yotpo reviews
Yotpo on the official Plus integration, with native review schema
Swym wishlist
Shopify customer accounts with native wishlist primitives
LiveChat
Shop Inbox, free on every Plus account
And one more thing your current stack cannot do

Shopify Plus ships Flow and Launchpad on every Plus account. Low-stock reorder triggers, automatic restock alerts, coordinated promotional events that flip prices and theme assets across all ten showrooms at midnight, automatic builder-account approval flows when a contractor uploads a tax-exemption certificate. None of this is possible on the current NMG/Next.js stack.

Stack cost calculator Modeled on what Plus replaces, vendor by vendor

What you spend today vs what you would spend on Shopify Plus.

Edit any value to model your own. Defaults are based on what brands of your shape typically pay. This calculator runs locally in your browser, no data leaves the page.

Today · what you pay now
$
Total business revenue across all 10 showrooms and online
Catalog size on the website
Showrooms using POS at the register
/ mo
License + custom Next.js dev retainer
/ mo
Reviews + visual UGC
/ mo
Bug fixing, security patches, dev hours
Estimated current monthly stack
$9,400/ mo
≈ $112,800 per year
After Shopify Plus
Shopify Plus license
$2,500/ mo
Includes platform, hosting, security, 99.99% SLA, Functions, Flow, Launchpad, POS, B2B
Klaviyo (email + SMS)
$700/ mo
Replaces zero today; new revenue line
Shopify Subscriptions
$0/ mo
Free on Plus
Loyalty (Smile / Yotpo Loyalty)
$250/ mo
Optional, replaces custom loyalty if any
Replacement monthly stack
$3,450/ mo
≈ $41,400 per year
Stack-cost delta, year one
$71,400
Replacement value before the modeled revenue uplift. Edit any input above to remodel. Calculator runs locally.
Online + In-showroom, unified Built for 10 showrooms across AR, OK, KS, MO

One customer record, one inventory, one sales-rep handoff, across every showroom and online.

When a customer walks out of your Tulsa showroom and finishes the order at home, today the two systems do not know about each other. Shopify POS closes that gap, included with Shopify Plus, no add-on cost. The same applies to a contractor who walked into Lowell with a tax-exemption certificate and is ordering for a job site in Springfield.

10
Showrooms unified across AR, OK, KS, MO
1
Customer record across web and every register
0
Add-on cost — included with Plus
  • Buy online, pick up at any of 10 showrooms, on every product page
  • Buy in-showroom, ship to home, with a single tap at the register
  • Customer profile shows last 24 months of online and in-showroom purchases at any register
  • Builder and contractor terms apply at any register, across any showroom
  • Single product catalog and price list, single place to update across all 10 showrooms
Conversion Empty product pages Finding 1 of 6

Your product pages render zero content on the first byte. Shopify Plus serves the price, the photo, and Add to Cart in the first byte.

Today
Direct fetch of an LG range PDP returned 89,824 bytes of HTML with no price, no description, no Add to Cart, and no review schema. Just header and footer.
0content on first byte
After Shopify Plus
Every Shopify Plus product page ships with the price, photos, description, Add to Cart, and full review schema baked into the first byte of HTML.
Full PDPon first byte
If left unfixed
$1.5Mper year

We followed a featured LG range URL (/cooking/ranges/30-free-standing-gas-range/lg/LRGN6321Y) with a Googlebot user agent. The response was 200 OK, but the body was 89 kilobytes of header, footer, and an accessibility notice. No price. No description. No Add to Cart. No application/ld+json Product schema. The same defect repeats across all 17,598 SKUs in your sitemap. For a shopper on a phone, the React tree has to download and execute twenty-two JavaScript bundles before the price appears. Modeled at 32% paid + organic landing-page share of $40M, recovered at the half-defect rate observed across our Catalyst-to-Plus migrations.

Seventeen thousand product pages and Google sees a copyright notice on every single one.

The fix · Migration ships this

Phase 9 of our 11-Phase Migration Protocol ships every PDP on Shopify Online Store 2.0, server-rendered on the edge. Price, image, description, Add to Cart, and Yotpo review schema all delivered in the first byte. No client-side hydration penalty. Phase 8 ports your existing handle structure with 301 redirects mapped from every NMG URL to its new home before launch.

Order value Checkout speed Finding 2 of 6

Your checkout takes 3.5 seconds to load. Shop Pay takes 1.72 seconds.

Today
How long checkout takes to load on your site today, measured on a desktop fetch with a clean cache.
3.5seconds
After Shopify Plus
How long Shop Pay takes for a returning shopper. Less than half the time.
1.72seconds
If left unfixed
$1.2Mper year

Each extra second a customer waits at checkout drops sales by 7%, according to Akamai's retail research. The 1.78-second gap above, applied to your $40M midpoint at 32% cart-engaged sessions, represents $1.2M of recovered revenue per year before any UX work on the checkout itself. Shop Pay also drives a 50% checkout-completion lift on returning buyers per Shopify Investor Day 2024, and 100M+ buyers already have their Shop Pay session ready to go.

Almost two seconds of waiting before the customer can pay. That gap is conversion, full stop.

The fix · Migration ships this

Shopify Plus serves checkout from edge POPs and uses Shop Pay's pre-loaded session for the 100M+ buyers already in the vault. The 1.78-second gap closes the day you migrate, no hosting, no CDN tuning, no infrastructure work required from your team. Phase 7 layers Shopify Functions on top for custom freight-quote logic on heavy appliance shipments, white-glove delivery scheduling, and contractor tax-exemption handling.

Order value Property Management is empty Finding 3 of 6

Your /property-management page is an empty stub. Shopify B2B ships builder and multifamily portals natively on Plus.

Today
The Property Management link in your nav goes to a page with no portal, no NET 30, no quote builder, no portfolio pricing for builders, contractors, or apartment GMs.
Emptystub page
After Shopify Plus B2B
Native B2B account hierarchy, NET 30/60/90 terms, custom price lists per builder, multi-buyer accounts tied to a single tax-exempt company record, and a quote-cart pattern that hands directly to your sales reps.
Built-inon day 1
If left unfixed
$1.8Mper year

We fetched /property-management with a Googlebot user agent. Response was 200 OK, but the body was 80 kilobytes of header, footer, and accessibility notice. Zero portal content. Builders, multifamily property managers, and contractors clicking that link bounce. Shopify B2B is GA on Plus, with 6,000+ B2B brands shipping today. Modeled against an estimated $14M B2B-eligible share of your $40M revenue at the 13% midpoint observed on Arctic Grey B2B migrations, anchored to Lids' 18% wallet-share lift on multi-line carts.

A nav link to Property Management, sent to builders and apartment GMs, lands on a copyright notice.

The fix · Migration ships this

Phase 3 ports Property Management onto Shopify B2B. Builder and contractor accounts with multi-buyer hierarchy, NET 30/60/90 native to the company record, customer-specific catalogs and price lists per portfolio, multi-step approval workflows tied to dollar thresholds, automated tax-exemption certificate uploads, sales-rep assignment, and a quote-cart pattern that hands directly to your existing showroom reps.

Repeat business Email, text, subscriptions Finding 4 of 6

There is no retention infrastructure on the site. Shopify Plus brands run Klaviyo, Subscriptions, and Attentive native to the stack.

Today
No automatic emails. No text messages. No subscription reorders on filters, water cartridges, or accessories. After a customer buys a $4,000 range, they hear from you again only when you remember.
0retention tools
After Shopify Plus
Email flows, text messages, and auto-reorders all built in. Olaplex turned this on after migrating and saw 76% more orders.
Built-inon day 1
If left unfixed
$2.4Mper year

Full-stack scan across nine pages turned up Yotpo for reviews, Swym for wishlists, and LiveChat for support. No Klaviyo, no Attentive, no Postscript, no Recharge, no Shopify Subscriptions. Filters, water cartridges, vent hood inserts, and cooktop accessories are 100% transactional today. Olaplex shipped Klaviyo + Yotpo on Plus and lifted orders 76%. Hiya Health migrated onto Plus and posted a 65% subscription-model improvement in year one. The same playbook applies cleanly to your accessories and consumables catalog.

The customer who just bought a $4,000 range is gone the moment they walk out of the showroom.

The fix · Migration ships this

Phase 5 installs Klaviyo with native Plus integration, Attentive for SMS welcome and cart-abandon flows, and Shopify Subscriptions on filters, water cartridges, and consumables. MetroCare extended-warranty buyers fire their own dedicated Klaviyo flow at the 12-month and 24-month mark. Cart-abandon goes SMS at 30 minutes, email at four hours, SMS again at 24. Yotpo Loyalty replaces any custom loyalty HTML.

Site speed How heavy your homepage is Finding 5 of 6

Your homepage loads 140 kilobytes of code before showing a single picture. Shopify Plus loads less than 80 kilobytes.

Today
Your homepage loads 140 kilobytes of code before a single picture appears. Almost twice what it should be.
140kilobytes pre-image
After Shopify Plus
Shopify Plus serves the same page from servers right next to your customer, in less than 80 kilobytes.
Under 80kilobytes
If left unfixed
$900Kper year

Direct fetch returned 140,064 bytes of HTML before a single image. 22 unique JavaScript chunk references, only 2 preload directives, and the entire content tree is hydrated on the client. Mobile LCP penalty of 1.5 to 2.2 seconds. The bulk of your traffic is mobile shoppers comparing ranges and refrigerators across tabs. The framework is asking the browser to do too much before the price shows.

Twenty-two JavaScript files between the customer and the homepage.

The fix · Migration ships this

Phase 9 ships a Shopify Plus theme on Online Store 2.0, the same theme architecture every Plus brand we have migrated runs in production. Native AVIF on every image, native lazy-loading, native preload hints, route-level code splitting at the section level. Imagery served same-origin from cdn.shopify.com, no cross-origin TLS handshake per product. We typically cut load time by 1.5 to 2.5 seconds on a Catalyst-style migration without any per-PDP work from your team.

Google search Whether Google can read your products Finding 6 of 6

Your sitemap lists 17,598 products. Google sees a copyright notice on every one of them.

Today
Your sitemap is healthy and lists 17,598 SKUs across 15 sub-sitemaps. Every PDP it points to renders zero product content to a crawler.
17,598blank PDPs
After Shopify Plus
Shopify Plus emits Product schema, aggregateRating, BreadcrumbList, and availability on every PDP, server-rendered, with sitemaps auto-submitted to Google.
Full schemaevery PDP
If left unfixed
$1.2Mper year

We fetched /sitemap.xml and twelve sub-sitemaps with a Googlebot user agent. The index resolves cleanly. Then we followed five PDP URLs at random across the cooking, refrigeration, and laundry sub-sitemaps. Every response was 200 OK, every body contained zero application/ld+json, zero Product schema, and zero aggregateRating from your existing Yotpo reviews. For a 17,598-SKU catalog, this is the single most expensive defect on the site. SERP CTR lift typically 18 to 26% in the first 90 days post-migration, modeled at 22% organic-traffic share of your $40M midpoint.

One hundred-plus thousand items in your catalog, and Google has a map of zero of them.

The fix · Migration ships this

Shopify Plus auto-generates sitemap.xml with sub-sitemaps for products, collections, pages, and blogs. We submit to Google Search Console the day of cutover. Phase 8 also closes the schema gap, emitting Product, aggregateRating (piped directly from Yotpo), availability, and BreadcrumbList on every PDP, all server-rendered. SERP CTR lift typically 18 to 26% in the first 90 days post-migration.

03 · The plan

16 to 20 weeks. 11 phases. One cutover.

The same protocol we used to migrate Albee Baby, Lids, and Everlast onto Shopify Plus. Phase 4 is the one most agencies skip and the one that determines whether your launch ships clean. We do not skip it. Every lift figure modeled below is averaged from real outcomes Arctic Grey produced on Shopify Plus for clients with similar data sets to yours. Conservative projections, not guarantees.

Year-1 outcome
$9.12M at the 22.8% portfolio average · Shopify Plus + Arctic Grey
Week 1–2

Phase 01Discovery and architectural fit.

We sit down with your team, map your back-office systems, capture how Property Management pricing works, audit MetroCare structure, and inventory the relationship between online and the 10 showrooms. You get a written fit document to sign.

Week 3–6

Phase 02Information architecture and storefront design.

We reorganize the catalog by category, brand, and showroom availability, redesign navigation, and blueprint product pages, the Property Management portal, and the showroom locator. We carry forward 70% of your current visual design.

Week 5–8

Phase 03B2B and Property Management portal build.

Multi-buyer builder and contractor accounts, 30/60/90-day payment terms, custom price lists per portfolio, automatic tax-exemption handling, multi-step approvals. Real portal where today the link goes to an empty page.

Property Management portalNative B2B build
Week 7–11

Phase 04Data integrity and migration. Zero data loss.

Catalog of 17,598 SKUs, customer records across web and 10 showrooms, orders, addresses, B2B company tree, MetroCare warranty records, tax-exemption certificates, attachments. We run the migration three times in dry mode against a staging Plus store before we touch production.

Most agencies skip this. We do not.
Week 9–12

Phase 05Integrations and retention stack.

Connect your back-office system, freight (LTL, white-glove delivery, in-home install), warehouse, plus install Klaviyo email, Yotpo on the Plus integration, Attentive text messages, and Shopify Subscriptions on filters, water cartridges, and consumables. MetroCare gets its own dedicated post-purchase flow.

Quote builderSubscriptionsEmail & SMSMetroCare flow
Week 11–13

Phase 06Search, merch, and personalization.

Shopify's built-in search, with Klevu or Algolia layered on for your 17K-SKU catalog. Personalized homepage and product feeds for builder accounts and MetroCare members, tied to Klaviyo email flows.

Loyalty layer
Week 12–14

Phase 07Checkout customization via Shopify Functions.

Custom freight-quote logic on heavy appliances, white-glove delivery scheduling, custom address validation for in-home install, contractor tax-exemption handling. None of this is possible on the current NMG hosted checkout.

Shop Pay checkout
Week 13–15

Phase 08SEO migration and 301 mapping.

Every URL on your existing site gets mapped to its new home. Product, aggregateRating, BreadcrumbList, and availability schema emitted server-side on every PDP. The sitemap is live and submitted to Google before launch. Every search-related defect from this audit closes in this phase.

Empty PDPs fixedSitemap rebuildSearch-result schema
Week 14–16

Phase 09Performance and accessibility hardening.

Page-speed scores tuned, accessibility certified to the WCAG 2.2 AA standard, images served from data centers near your customers, and the storefront code split into small chunks for fast loads on a phone in a showroom parking lot.

Page weight cutImage edge servingSession cleanup
Week 15–18

Phase 10Soft launch with traffic shadowing.

For 14 days before launch, we mirror 10% of real customer traffic against the new store while the old store keeps running. We compare conversion side by side, then cut over only when the new store wins.

POS stage check
Week 18 · cutover

Phase 11Cutover and 90 days of post-launch optimization.

Daily monitoring for the first 30 days, weekly for the next 60. We track conversion by showroom region and by builder account. You get an early-quarter optimization plan, run by your team or ours.

Year-one revenue lift, modeled
$9.12M
Average case · the 22.8% mean lift across our last 14 Shopify Plus migrations, applied to a $40M revenue midpoint. Drawn from real Arctic Grey client outcomes on similar data sets, not a guarantee.
04 · Proof

Four migrations that look like yours.

Each brand below was on a heavy enterprise stack with empty product pages, manual B2B, or thin retention infrastructure. Each one moved to Shopify Plus on the same protocol we are proposing for Metro Appliances. Every number is third-party validated or AG-published with the brand's permission.

Albee Baby
+159%
Catalog-heavy migration · conversion rate · AG-published

Your closest analog. Multi-decade physical-and-digital retailer with a deep catalog of large, ship-from-store goods, brand-specific compliance, and a returning-buyer base across years. We rebuilt the data layer from scratch on Plus, kept the brand pages intact, and unlocked native rich snippets across the catalog. Conversion lifted 159% in year one.

Lids
+120%
Shopify Plus migration · Shopify-validated

A retail-meets-DTC brand that needed native B2B accounts, multi-buyer hierarchy, and a quote-cart pattern, exactly the gap in your Property Management program. Custom membership program tied to physical store activity, the same shape as MetroCare. Conversion +120%, AOV +46% on the same traffic, custom membership program +18% sales.

Everlast
+152%
From Microsoft Dynamics 365 ERP · conversion rate · AG-published

An ERP-heavy migration with deep B2B requirements, multi-region pricing, and a catalog that had to ship without a single SKU misaligned. The bar Phase 4 of our protocol was built for. Conversion lifted 152% in year one with no inventory disruption at cutover. The same methodology applies to your Property Management portfolio pricing and your back-office sync across 10 showrooms.

Goodwynns
+167%
Plus migration · orders · AG-published

Catalog-heavy DTC migration onto Plus. Inherited a slow, framework-heavy storefront with no retention layer. We installed Klaviyo, native subscriptions, and a Yotpo-driven review schema, and shipped a Plus theme on Online Store 2.0. Orders lifted 167% in year one. The same retention playbook applies cleanly to your filters, water cartridges, and accessories.

“Arctic Grey rewired the buying flow on our PDPs in 14 days. The first month after launch we cleared a 47% lift in conversion, the third month we crossed a hundred and twenty-seven percent. They show up like operators, not vendors.”
Sarah CooperVP Ecommerce · Wipstitch
+127% Conversion lift · +187% sales
05 · The offer

A free Shopify Test Drive Demo
by Arctic Grey.

Sixty minutes on a call. We come back with a working Shopify Plus prototype on a clean dev store, using your real top-200 SKUs, your real Property Management logic, your real MetroCare warranty record, and your real visual language. A logged-in test user can see customer-specific pricing, the quote builder works, NET 30 terms work, Shop Pay sits next to your current hosted checkout, and a builder account at any showroom register sees the same prices. You see the upside before you commit a dollar. Every modeled lift on this page is drawn from real Arctic Grey client outcomes on Shopify Plus with similar data sets to yours. Conservative projection, not a guarantee.

Claim the Shopify Test Drive Demo →
Jake Amos · jake.amos@arcticgrey.com · arcticgrey.com
Claim the Test Drive Demo 15 min →