STX

STX had outgrown Adobe Commerce. With lacrosse, field hockey, and ice hockey markets all on a strong growth curve, and competitors like Warrior Sports consolidating under New Balance, STX needed a platform that could keep pace with their ambition. The wishlist was specific. A unified D2C and B2B experience. A clean ERP integration. Faster, more flexible page building. Custom color swatches. A find-a-dealer function. And freedom from rising licensing and maintenance costs.

Challenges on Adobe Commerce

STX provided us with the following issues that would need to be overcome during the migration:

• High operating costs and licensing fees on Adobe Commerce (Magento)
• Limited scalability and flexibility
• Difficult maintenance and updates for PDPs and collection pages
• An aging user experience that no longer reflected the brand
• Difficulty integrating new functionality and interoperability issues across the tech stack
• The need for a custom color swatch design, including dual-color variants
• The need for a custom find-a-dealer function

Shero recommended Shopify for its lower total cost of ownership, best-in-class checkout, and a mature app ecosystem capable of handling complex B2B workflows without heavy custom code. Adobe Commerce was running roughly 40% more expensive, and Shopify checkout has been shown to outperform competing platforms by 5% to 36%, meaning STX could lift conversion without growing traffic.

Shero migrated STX from Adobe Commerce to Shopify with no loss of customer data or seasonal forecasting history. We refined the D2C storefront to put STX's minimalist, sharp-edged aesthetic front and center, with sticky product imagery on PDPs, explicit filtering, and a custom color swatch system that supports dual-color variants. A new invitation-only B2B portal delivers the same polished UX wholesale buyers now expect from D2C, complete with quick multi-buy and invoice payment workflows. A custom store mapper powers a find-a-dealer experience that gets customers to the right location in a few clicks.

STX's existing site was already integrated with a legacy ERP that ran on CSV file transfers via Xtento, so any new site would need to meet or exceed that level of integration. Through Matrixify, metafields, tags, and tweaks to back-end logic, we built a custom setup that addressed edge cases like warehouse-specific order exports, mixed-origin line items, and shipping data mismatches. The result is a clean, future-proofed integration that keeps stock and order data flowing accurately in both directions.