Harnessing the Ocean's Power: 4ocean's Journey from BigCommerce Back to Shopify.

Table of Contents

1. Key Highlights:
2. Introduction
3. The Rise of 4ocean: A Mission to Clean the Oceans
4. Initial Move to BigCommerce: A Costly Mistake
5. The Decision to Return to Shopify
6. Embracing Native Growth Tools
7. Driving Incremental Revenue
8. Prioritizing Innovation Over Maintenance
9. Conclusion: A Case Study in Strategic Adaptation

Key Highlights:

• Successful Migration: 4ocean migrated back to Shopify after facing operational challenges and lost revenue during their initial move to BigCommerce.
• Cost Efficiency: The switch back enabled 4ocean to save significant operational costs while gaining greater control over their ecommerce functionalities.
• Mission Focused: The return to Shopify allowed the team to concentrate on their core mission of ocean cleanup rather than dealing with technological hurdles.

Introduction

In the realm of ecommerce, technology choices can dictate operational efficiency and business growth trajectory. 4ocean, a company founded to combat ocean pollution, epitomizes how the right platform can propel a mission-driven business. Initially thriving on Shopify, 4ocean’s transition to BigCommerce showcased the perils of veering away from a successful foundation. The company’s recent decision to return to Shopify not only mitigated the challenges faced but also highlighted their ongoing commitment to environmental preservation. Exploring their journey of switching platforms reveals deeper insights on technological adaptation, cost management, and mission-focused business strategies.

The Rise of 4ocean: A Mission to Clean the Oceans

Founded to tackle the growing crisis of ocean waste, 4ocean has swelled from modest beginnings to becoming a leader in environmental sustainability. With a unique business model that pairs merchandise sales with ocean cleanup initiatives, 4ocean’s rapid growth saw it expand from a two-person operation to over 300 employees in just two years. This immense growth, while a clear indicator of success, also prompted discussions around whether the company needed to shift to a more robust ecommerce platform, as it was commonly believed that larger organizations had distinct needs that required tailored solutions.

Initial Move to BigCommerce: A Costly Mistake

Encouraged by the perceived necessity of migrating from Shopify to BigCommerce, 4ocean embarked on a journey that would ultimately hinder its operational efficiency. BigCommerce was presented as the optimal solution for scaling up, but this initial optimism quickly faded. Co-Founder and CEO Alex Schulze articulated the frustration:

"We ended up migrating off of Shopify and our business plummeted. Nothing felt right from the get-go."

The migration to BigCommerce posed significant hurdles—what was expected to be a smoother transition turned into an arduous process requiring extensive time, collaboration, and financial resources. The initial shift resulted in an estimated 80% drop in organic web traffic, demonstrating the severe impact that platform changes can have on visibility and customer engagement.

Compounding Operational Challenges

As 4ocean navigated their new platform, they faced additional frustrations. Tasks that were once straightforward in Shopify became cumbersome in BigCommerce. Simple updates, like changing product SKUs or managing site content, required complex custom developments, further stretching their resources and hindering productivity.

"Everything I was used to doing without thinking on Shopify, like quick access to data, changing product SKUs, and managing the website, were now all custom and we had to hire huge teams of people to manage it," Schulze recounted.

This constant diversion of focus from their mission—removing trash from the ocean—was a pivotal turning point for the 4ocean team. They realized that the resources spent on maintenance and development for BigCommerce were funds that could have been directed toward their core initiatives.

The Decision to Return to Shopify

Following a lengthy reflection on the operational inefficiencies and exhaustive resource demands of BigCommerce, 4ocean recognized a pressing need for change. They sought a platform that not only aligned with their operational requirements but allowed them to maintain the focus on their environmental mission.

The team did evaluate other options such as Adobe Commerce, WooCommerce, and Salesforce, but ultimately, the familiarity and proven results of Shopify steered their final decision. Schulze emphasized:

"It was no question. After consideration, I immediately knew we had to go back to Shopify."

Partnering with eHouse Studio, 4ocean orchestrated their migration back to Shopify, and the difference was striking. The migration process was significantly more efficient, and the team regained autonomy over their operations.

Embracing Native Growth Tools

Returning to Shopify equipped 4ocean with immediate benefits. They found themselves reacquainted with tools and functionalities that empowered their team with greater control. Tasks that previously required multiple personnel and considerable delays could now be completed with just a few clicks.

For example, marketing updates that once entailed waiting for external vendors or custom development were streamlined:

"On Shopify, the marketing team can just do what they need to do. If they want to change a banner or run a new promotion, they can do that in a matter of a few clicks and get data back quickly," Schulze stated.

This newfound autonomy allowed the team to innovate rapidly. Functionality that was paramount to their operations, such as upselling and customer notifications, became effortlessly manageable with Shopify’s extensive array of apps and integrations.

Driving Incremental Revenue

With a focus on sustainability at its core, 4ocean recognized that their ecommerce strategy must reflect their mission. The ability to add functionalities effortlessly also opened new pathways to revenue. Shopify's app ecosystem enabled 4ocean to explore various pricing models, including subscriptions and upselling opportunities, aligning their customer engagement strategies with revenue generation.

The shift back not only optimized their operation but also allowed them to pursue ambitious projects aligned with their ocean cleanup mission. An example is their innovative trash tracker—a tool they created to document cleanup efforts in real-time, showcasing transparency and accountability. This initiative highlights how tech choices underpin the ability of mission-driven companies to effect actual change.

Prioritizing Innovation Over Maintenance

4ocean's return to Shopify has freed them from the shackles of maintenance-heavy processes, enabling them to innovate dynamically. The significant decrease in time spent on operational hurdles has been redirected toward impactful initiatives.

As Schulze noted, "You’ll drive more revenue on Shopify, and be able to do it faster and with a more simplistic approach." This approach aligns directly with 4ocean's foundational goal: to rid the ocean of plastic and promote environmental sustainability.

By simplifying ecommerce complexities, 4ocean has been able to focus more resources on initiatives that reinforce their mission, proving that technology can serve as a powerful ally in amplifying impact rather than diverting focus.

Conclusion: A Case Study in Strategic Adaptation

4ocean's journey reflects a critical lesson for businesses in the digital age: strategic technology choices can either propel a mission forward or hinder its progress. Their experience emphasizes the importance of aligning ecommerce platforms with business objectives to ensure operational effectiveness and maximize impact.

Their successful return to Shopify reaffirms the notion that sometimes, returning to one's roots can be the key to unlocking future growth. For 4ocean, this strategic pivot not only salvaged their operational capacity but also revitalized their commitment to ocean cleanliness—proof that with the right tools, organizations can thrive while making meaningful contributions to the world.

FAQ

What is 4ocean?

4ocean is a company dedicated to cleaning the ocean and combating plastic pollution through the sale of products, with every purchase funding ocean cleanup efforts.

Why did 4ocean leave Shopify for BigCommerce?

4ocean transitioned to BigCommerce in response to rapid growth and external suggestions that they needed a platform suitable for larger organizations. However, they found that the platform created more challenges than it solved.

What issues did 4ocean face on BigCommerce?

4ocean encountered significant operational inefficiencies, including high development costs, decreased web traffic, and cumbersome processes that diverted attention from their core mission.

Why did 4ocean switch back to Shopify?

The migration back to Shopify was driven by the need for a more efficient, user-friendly platform that allowed greater autonomy, immediate access to data, and enhanced functionality without the burden of extensive development costs.

How did the switch to Shopify benefit 4ocean operationally?

The switch enabled 4ocean to streamline their operations, save on costs, focus on innovation, and better align their ecommerce strategies with their mission of ocean cleanup.