The Shoe Lace’s Ecommerce Transformation

The Shoe Lace web site

Sellerdeck to Shopify migration with Amazon, Royal Mail & Google Ads integration

Since its inception in 2006, The Shoe Lace has established itself as a comprehensive supplier of footwear accessories. Catering to both the general public and businesses, their product range includes shoe and boot stretchers, trees, care products, a vast array of laces, polishes, insoles, and more. Recognizing a gap, they also offer branded and specialized products upon request.

The challenge

Despite a robust product offering, The Shoe Lace was constrained by its legacy e-commerce platform, Sellerdeck Desktop (formerly Actinic Catalog). The need for an upgrade was imperative to maintain competitive edge and accommodate growing market demands.


After a thorough needs assessment, The Shoe Lace entrusted EcomEvolve with the migration of their online store to Shopify. The decision was influenced by EcomEvolve’s deep expertise in both Sellerdeck and Shopify, and their proven track record in executing complex Shopify migrations.

And this project was not just a facelift; it entailed a comprehensive design overhaul, data migration, filtering and integration with other platforms, including Amazon, Royal Mail and Google Ads.


The project culminated in a seamless transition, delivered punctually. Since the launch of the new Shopify platform, The Shoe Lace has had a year-on-year sales increase of over 25%. Customers have expressed their satisfaction with the enhanced design and functionality.

The migration, often a daunting task, was simplified by EcomEvolve’s deep understanding of the involved technologies, turning intricate, time-intensive tasks into manageable ones.

“Our customers are very happy with the new website design and functionality. Migrating to a new platform is never easy, but EcomEvolve made the process as simple as possible. Their in-depth knowledge of ecommerce in general and Sellerdeck, Shopify, and Google in particular made a lot of very difficult, time-consuming tasks easy.” Francis Jeffcock, MD and Founder of The Shoe Lace


The Shoe Lace’s digital transformation is a testament to the power of strategic partnership and technological adaptation. By embracing change and investing in the right expertise, they have set a new standard for their business and customers alike.


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