All Elite Wrestling is the second largest pro wresting organization in the world. AEW partnered with Symmetry Commerce to manage the end-to-end migration of shopAEW’s ecommerce operations from a limited and outdated Magento platform to Shopify Plus. Launched in time to support sales stemming from their major pay per view event, Revolution, the migration included the ability to unify and streamline global storefronts into a single ecommerce experience, enable upselling and cross-selling capabilities, auction events, and expand into international fulfillment - unlocking significant revenue growth and a modern fan shopping experience.
The existing Magento site suffers from sluggish loading speeds, with load times taking up to four and a half to five seconds. The site has completely crashed during high-traffic events—such as an exclusive action figure drop where 2,000 people tried to check out at once.
The current search feature struggles to correctly route customers, making it difficult for fans to navigate search results or easily locate specific wrestler collections using associated terms or nicknames.
The store is bloated with roughly 6,000 products, with some individual wrestlers having hundreds of items attached to their names. This overwhelming volume of unorganized products creates "analysis paralysis" for shoppers and actively decreases conversion rates.