UrbanStems set out to rebuild its ecommerce experience in a way that matched the premium, design-forward nature of the brand itself.
UrbanStems is a modern, design-forward floral and gifting brand offering curated arrangements and elevated gifting experiences through a direct-to-consumer (DTC) and B2B model. As a digitally native brand, UrbanStems relies heavily on its ecommerce experience to reflect its premium aesthetic and support both everyday and occasion-based purchasing.
The UrbanStems website is a high-performing Shopify Plus ecommerce platform, rebuilt from Salesforce Commerce Cloud to deliver a scalable, mobile-first experience. The new site emphasizes performance, content flexibility, and seamless customer journeys while enabling internal teams to manage and evolve the storefront efficiently.
The technology meant to power growth had become the thing standing in its way.
TheChallenge( Urbanstems )
Platform Constraints & Operational Bottlenecks
Salesforce Commerce Cloud had become a barrier to growth, limiting flexibility, scalability, and the team's ability to iterate quickly. Routine content updates and merchandising changes required developer involvement, creating bottlenecks that slowed marketing velocity and left internal teams without the autonomy they needed.
A Complex Migration with High Stakes
The new platform needed to support both DTC and B2B customer journeys within a single cohesive experience, while accommodating the brand's heavy reliance on visual storytelling and rich campaign content. All of this had to be achieved without sacrificing the SEO equity and customer data built up over years — making the migration as strategically critical as it was technically complex.
Unified Shopify Plus Multi-Brand Architecture
TheSolution( Urbanstems )
Migration & Technical Foundation
The engagement began with a structured replatforming of UrbanStems from Salesforce Commerce Cloud to Shopify Plus, including a full data migration covering customers, orders, and products. SEO equity was preserved through a comprehensive 301 redirect strategy, while key third-party tools for analytics, marketing, and customer engagement were integrated to ensure continuity from day one.
Design, Experience & Content Architecture
A custom Shopify 2.0 theme was designed and developed to reflect a modern, premium brand aesthetic, paired with a modular, CMS-driven architecture that empowers non-technical teams to manage content and campaigns independently. The experience was built mobile-first throughout, with optimized product detail pages, listing pages, and checkout flows designed to reduce friction and improve conversion.
Scalability, Compliance & Future Readiness
Scalable foundations were established for upsells, subscriptions, and richer product storytelling — positioning the platform to grow alongside the business. Compliance was addressed end-to-end, meeting WCAG 2.1 / ADA AA accessibility standards as well as GDPR and CCPA data regulations, resulting in a performance-optimized platform built not just for today's needs but for long-term commercial growth.
The replatform gave UrbanStems a faster, more flexible foundation — freeing internal teams from developer dependency, preserving SEO equity, and launching with zero data disruption. With a scalable, conversion-optimized platform in place, the business is now equipped to grow without the technology standing in the way.
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