Tanners - Main hero image

Case study

Tanners Wine Merchants

Tanners Wines were introduced to Thought and Mortar through our work with the exquisite rose brand David Austin Roses and, from the outset, the T&M team were genuinely excited about the prospect of working with another stand-out, heritage brand. Migrating their site from Magento to Shopify Plus was smooth and seamless.

During the migration to Shopify Plus, Tanners Wines have seen exceptional improvements across the board


Total sales increase


AOV increase


Total orders increase


The thought

Tanners Wines were reaching the boundaries of their Magento 2 website and needed a more future-proof and scalable solution for their business. Put simply, they just weren’t getting enough bang for their buck.

As always, we started this project with a thorough strategy and planning phase to ensure we had the best understanding of the strengths and weaknesses of their pre-existing online offering. From this, it was evident that a migration from Magento 2 to Shopify 2.0 was a fantastic opportunity for Tanners Wines to grow their ecommerce presence through utilising the state-of-the-art feature set of Shopify:

  • Reduction in ongoing maintenance costs for the website

  • More flexible and evolving functionality that reflects the level of their ongoing investment 

  • Setup and configuration of Shopify to enhance day-to-day workflows

  • Functionality that continues to grow and evolve alongside the business

Visit Tanners Wine Merchants
Tanners - The Thought


The mortar

As a well-respected and established brand, Tanners saw this large-scale migration to Shopify as the perfect opportunity to carry out a site-wide redesign, which included a complete reimagining of their user experience and a full suit of modernised conversion rate optimisations. With that said, during the design refresh, we were conscious to remain true to the heritage nature of the brand. Their website now fully embraces many of Shopify's latest features, including:

  • Improving the multichannel experience through ensuring consistency of the brand and purchasing experience in person, online and over the phone
  • Re-prioritising product page content to enhance visibility of pricing, discounts, product specification information, and upsell opportunities

Tanners - Improving search

Improving search

Improving search and filtering functionality by making search as efficient as possible through showing related items and ensure filters are displaying results that incentivise customers to make a purchase

Tanners - Discounts and CRO

Discounts and CRO

A more considered approach to displaying product discounts, and tactful placement of cross-selling and upselling opportunities to encourage customers to add additional products to their basket and increase AOV


The Shopify infrastructure

Optimisation of producer, grape and region glossary content for Shopify

Tanners had a lot of contextual information about their products that needed to be carefully thought out and reimagined to fit within the Shopify infrastructure. Through using Shopify’s native metaobject and metafield functionality, we were able to successfully store and present this specialised information in easily manageable formats

An accurate inventory

Improve the visibility and organisation of En Primeur wines

We introduced a bundle-like behaviour to create parent/child relationships between different product types, allowing for accurate bottle-by-bottle inventory for En Primeur purchases and other boxed-based purchases on the site.

A doodle of a curious dog

Want to work with our team?

Get in touch



David Austin Roses

David Austin Roses has been the home of exquisite English Roses since 1961. With big international growth plans the brand needed its store to match. With our support sessions have increased by 64% and year-on-year sales by 11%.

Just Ingredients

Just Ingredients is big on ingredients. Huge, in fact. But one of the UK’s biggest online suppliers had even more growth in its sights. With Shopify Plus we increased basket orders by 34% and boosted returning customers by 42%.