The brief
I Love Group is a B2B wholesale supplier of authentic Italian delicacies — with cannoli, dolce, arancini and sgroppino as their core range. They supply hospitality partners, caterers and specialty shops throughout the Netherlands.
For years they ran on a WordPress environment set up by a previous agency. That environment had become too complex, poorly maintained and technically vulnerable. Plugin conflicts, slow load times, problems with every update — it cost the team time and money on an ongoing basis. Serving B2B customers online via WooCommerce proved increasingly difficult: customer-specific prices, order lists, invoicing on account — nothing ran smoothly.
The brief to Web Builders: migrate everything to Shopify, build in native B2B functionality, and make the system work the way it should.
What we built
Full migration from WooCommerce to Shopify
We started with a thorough inventory of the existing WordPress environment: product catalogue, customer data, order history, category structure and URL structure. We then migrated everything to Shopify — without data loss and without taking the current store offline.
Native Shopify B2B with company accounts
Using Shopify Grow we configured the native Shopify B2B functionality:
- Company accounts per hospitality partner or customer, with multiple locations and contacts per company
- Customer-specific price lists so each wholesale customer automatically sees their own net prices after logging in
- Payment terms of net 30 days directly in the Shopify checkout, without any external workaround
- Minimum order quantities per product and packaging unit
- Business order portal for regular B2B customers that simplifies reordering
Custom Shopify theme
We built a theme that matches the feel of I Love Group: Italian, warm and premium. The homepage presents the full range clearly, with category navigation at brand level (Cannoli, Dolce, Arancini, Sgroppino, Bites) and clear CTAs for business visitors.
Product pages are fully set up with ingredients, packaging information and ordering advice per volume — specifically aimed at the B2B buyer, not the consumer.
PageSpeed: from red to green
The old WordPress installation scored dramatically poorly on Google PageSpeed Insights — scores below 40 were the rule rather than the exception. Slow server responses, unoptimised images, bloated plugins and too much JavaScript made the store slow on every device.
On Shopify all performance optimisations run as standard: CDN delivery via Cloudflare, optimised image distribution, minimal JavaScript footprint and built-in caching. The PageSpeed score rose to 95+ on desktop and 80+ on mobile.
URL structure and 404 prevention
Preventing broken links and 404 errors is a critical part of any platform migration — especially for a B2B store where regular customers have direct links saved in their systems. We handled this as follows:
- Full URL inventory before the migration — every path mapped
- Permanent 301 redirects for every old WooCommerce URL to its Shopify equivalent
- Automated post-launch check for broken links and missing pages
- Canonical tags correctly set to prevent duplicate content
The result: not a single 404 after launch. Regular customers arrived seamlessly on the right pages — whether they used an old bookmark or a link from a previous email.
Outcome
I Love Group now has a platform that does what it should: fast, stable and built for B2B commerce at scale. Switching from a problem-prone WordPress environment to Shopify was no simple migration — it was a complete restart of the business’s online backbone.
The results speak for themselves: multiple months of structural revenue growth of +12%, driven by better load times, higher conversion and an ordering flow that finally matches how business customers want to buy.
Considering the switch from WooCommerce to Shopify? Read more about our WooCommerce migration approach or schedule a free consultation.
