CPG
EOTECH
Precision Optics, Powered by Shopify Plus

Kara Craig

CREATIVE DIRECTOR , EOTECH

"Symmetry Commerce was a great partner in helping us bring our new site to life under a very tight timeline. They set a clear path forward and kept us on track with consistent communication. Symmetry was incredibly responsive to any challenges and their team brought a deep Shopify expertise to every phase of the project. Our previous site created friction both for our customers and internally. The new site is faster, more intuitive, and gives our team the flexibility to easily build and customize content, ultimately creating a stronger foundation for growth and improved conversion."

Objective
A Scalable Platform Built for Mission-Critical Commerce

EOTECH’s previous Magento 2 store challenged both the customer experience and internal operations. Performance issues, limited filtering and search capabilities, and a multi-step checkout all contributed to lost sales and increased support tickets. Meanwhile, backend processes across finance, customer service, and fulfillment required extensive manual work. In parallel with these technical challenges, EOTECH was also undergoing a visual brand refresh led by their Creative Director, Kara. Symmetry Commerce partnered closely with Kara to support her creative vision while ensuring the new site delivered the performance, scalability, and operational efficiency the business required. Symmetry Commerce migrated EOTECH from Magento 2 to Shopify Plus, streamlining key workflows, increasing site speed, and creating a stable foundation that could support both the refreshed brand and future growth.

Impacts
Adding Products Improved Speed and Ease
Product Launches Easily Publish New Sections
Mobile Friendly Improved Client Experience
Increased Traffic Smooth Site Performance
Transformation
Transformation Built for Precision, Scale, and Brand Development
Symmetry Commerce completed a full Shopify Plus migration in just four months, translating EOTECH’s refreshed brand into a modern, high-performance storefront. The new platform was built with flexibility at its core, empowering the internal team to move faster and operate more independently. Marketing can now add and edit products quickly, build new sections to support launches, and create visually strong landing pages without heavy developer involvement. This increased efficiency has significantly improved campaign execution and speed to market. Customer experience was also reengineered. Advanced filtering and improved search functionality make product discovery more intuitive, while a streamlined checkout process reduces friction at the point of purchase. EOTECH has been receiving consistent feedback on how the new site feels far more mobile-friendly and easier to navigate, reinforcing that the transformation was not only visual but functional. Behind the scenes, operational systems were modernized and unified. Integrations including ShipStation for fulfillment, Zendesk for support, Yotpo for reviews, and GOVX ID for military and first-responder verification reduced manual workloads and created a more cohesive workflow across teams.
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Challenges
Unstable Performance

Frequent site instability on Magento 2, including cart timeouts, slow load times, and checkout friction, caused lost sales and increased customer frustration, particularly during high-traffic periods such as BFCM weekend.

Inefficient Operations

Marketing, finance, customer service, and fulfillment teams relied on heavy manual processes that slowed daily operations and increased the risk of errors.

Limited Shopping Experience

Constrained search and filtering functionality, combined with a multi-step checkout and limited mobile optimization, made it difficult for customers to find products and complete purchases smoothly.

Results
Improved Site Stability A faster, more reliable Shopify Plus storefront eliminated prior performance disruptions and enabled EOTECH to confidently handle peak traffic and high volumes of simultaneous purchases, especially during holiday demand.
Streamlined Team Workflows Unified integrations and automation reduced manual data work across departments, while empowering internal teams to independently manage products, campaigns, and site updates without heavy developer lift.
Enhanced Customer Experience Advanced filtering, improved search functionality, accelerated checkout, and a more mobile-friendly interface created a more intuitive buying journey aligned with EOTECH’s precision-focused brand.