In today’s fast-moving ecommerce landscape, both B2B and DTC businesses are looking for ways to secure the sustainable online growth they need.
Legacy platforms, rigid SaaS solutions, and underperforming frontend experiences are no longer enough to support modern commerce expectations. As a result, some businesses are making the decision to migrate to Magento Open Source, a platform known for its flexibility, scalability, and ability to support complex business models.
But what are B2B and DTC companies actually gaining from a Magento migration? At Fluid Commerce we specialise in migrations to different platforms, including Shopify, Magento and Hyvä. In this article I will draw on my experience as technical director to specifically focus on Magento and why companies choose to migrate to the platform.
Why B2B and DTC companies outgrow their current platform
When companies such as B2B wholesalers, or scaling DTC businesses, experience growth, this often exposes the limitations of their current ecommerce offering.
At Fluid Commerce, we frequently see this happen due to legacy systems and platforms that cannot support complex catalogues or pricing models. What once worked for a smaller operation begins to slow teams down, creating inefficiencies across the whole business.
Performance also becomes a major issue. Slow load times and clunky user experiences start to impact both customer satisfaction and conversion rates, particularly as expectations for fast, seamless digital journeys are now the norm for DTC and B2B businesses.
At the same time, integration challenges come to the fore. Many platforms struggle to connect effectively with essential systems such as ERP, PIM, or order management tools, creating huge inefficiencies. A major issue we see time and time again at Fluid Commerce as a result of these inefficiencies is incorrect prices and stock data etc. displaying to customers, which can cause them to abandon their purchase sne leave the site, clearly negatively impacting sales.
For B2B companies, these challenges are even more pronounced. Requirements such as account hierarchies, customer specific pricing, and approval workflows add layers of complexity that many ecommerce platforms simply cannot handle.
This is often the point where businesses begin to explore more flexible solutions like Magento.
Why Magento?
Magento stands out because it does not force businesses into a predefined way of selling. Instead, it adapts to their model as it is extremely flexible and customisable.
1. Flexibility for complex commerce
Magento enables businesses to build exactly what they need, from custom checkout experiences to tailored product catalogues and pricing rules.
For B2B companies, this includes:
- Customer-specific pricing and catalogues
- Company accounts with roles and permissions
- Quote management and approval workflows
- Support for large, complex product ranges
While Magento does not come with these features as standard, they can be added by a specialist B2B development team. At Fluid Commerce, we have built our own Magento B2B feature solution called Portal, which provides the best B2B features in one ready to go platform.
2. Seamless integration with business systems
Modern ecommerce does not operate in isolation. Magento integrates effectively with a wide range of business-critical systems.
This includes:
- ERP platforms such as SAP or NetSuite
- PIM systems for centralised product data
- Order and warehouse management solutions
- Third-party tools that support operations and growth
These integrations ensure your ecommerce platform becomes a connected part of your wider business ecosystem rather than a siloed sales channel.
3. Performance that drives conversions
Fast site speed is no longer optional; it directly impacts conversion rates, SEO performance, and overall user experience.
Magento’s compatibility with modern frontend frameworks such as Hyvä allows businesses to dramatically improve site speed and usability, creating smoother journeys that convert more effectively.
Magento migration DTC case study: StovesAreUs
A strong example of a DTC Magento migration in action is the transformation of the StovesAreUs online store.
Working with Fluid Commerce, the company migrated to Magento paired with a modern Hyvä frontend theme. The project focused on improving speed, usability, and overall customer experience.
Key improvements included:
- Migration to Magento from a legacy ecommerce platform
- A complete frontend rebuild using Hyvä
- Simplified navigation and improved UX
- Advanced features such as product configurators and calculators
- One-page checkout and enhanced search functionality
- Better mobile performance and responsiveness
The results demonstrate the impact of a well-executed migration:
- Page load speed improved from 3.5 seconds to 0.9 seconds
- Core Web Vitals score increased from 28 to 99
- 12% increase in organic conversion rate
- 16% increase in organic transactions
- 6% increase in ecommerce revenue
This highlights how Magento migration can deliver measurable business outcomes, not just technical improvements. Read the full case study here.
Magento for B2B vs DTC
One of Magento’s biggest strengths is its ability to support both B2B and DTC models, either independently or within a single unified platform.
For B2B companies Magento can:
- Manage complex ordering processes and procurement workflows
- Enable self-service portals for customers
- Support deep integration with backend systems
- Handle large catalogues and high transaction volumes
For DTC businesses Magento can:
- Deliver fast, conversion-focused storefronts
- Create personalised and engaging shopping experiences
- Scale quickly with flexible frontend solutions
- Improve SEO and mobile performance
This flexibility makes Magento a strong long-term choice for brands operating across multiple channels.
Magento migration isn’t just a project; it’s a long-term growth strategy
Magento migration should not be viewed as a simple platform switch. It is an opportunity to rethink how your entire commerce operation functions.
During migration, many businesses take the chance to redesign their customer experience, improving navigation, checkout flows, and overall usability. This often leads to higher engagement and better conversion rates.
It also provides an opportunity to address inefficiencies behind the scenes. Integrating systems properly, automating processes, and removing manual work can significantly improve operational performance.
Performance optimisation is another key benefit. Faster load times, improved Core Web Vitals, and better mobile experiences all contribute to stronger SEO and increased revenue.
Ultimately, migration enables businesses to unlock new capabilities that were not possible on their previous platform, supporting future growth rather than limiting it.
Could a Magento migration work for your business?
If your current platform is holding your business back, it may be time to consider a move.
Many businesses reach a point where they need greater flexibility to support their product catalogue, pricing structures, or customer journeys. When the platform cannot adapt, growth becomes more difficult.
Performance issues are another clear signal. If slow speeds are affecting user experience or search visibility, the impact on revenue can be significant.
For B2B organisations, increasing complexity in processes such as ordering, approvals, and account management often exposes platform limitations.
Integration challenges can also be a deciding factor. If your ecommerce system cannot connect effectively with the rest of your technology stack, it creates inefficiencies that are hard to scale.
Recognising these signs early allows businesses to make a strategic move rather than a reactive one.
Final thoughts
For both B2B and DTC companies, migrating to Magento is increasingly becoming about future-proofing their ecommerce business.
As the StovesAreUs example shows, the right approach can deliver meaningful improvements in performance, user experience, and revenue.
With the support of an experienced partner like Fluid Commerce, Magento migration becomes more than a technical upgrade; it becomes a foundation for long-term growth.
Ready to migrate your B2B or DTC ecommerce business to Magento?
Fluid Commerce’s Magento specialists have great expertise in using the platform to deliver powerful online stores for B2B and DTC companies. Contact us here if you would like to discuss a Magento migration project.
