Encanto online store

Encanto: Comprehensive redevelopment and migration of an online store with flexible catalog logic

Encanto approached us with the task of refreshing their online store. The goal was not only to create a modern design but also to migrate the website to a new, more flexible platform. Key requirements included preserving existing SEO rankings and implementing several custom solutions for catalog and product management.

Task №1: Dynamic names for different shopping scenarios

In the fashion industry, the same product can be positioned in various ways: as part of a collection, as an accessory, or as a basic item. Standard CMS functionality does not allow this.

Our solution:

• We developed a system that allows up to 7 different names to be assigned to a single product: a main name, a short version, and alternatives.
• The displayed name automatically adjusts to the category the user is browsing.

Result:

• The business can highlight different aspects of a product depending on the context.
• For SEO, this provides a wider range of keywords and improved visibility in search engines.

Task №2: Safe migration and strengthened SEO

The main challenge was migrating the store to a new platform without losing organic traffic.

Our solution:

• We performed a complete data migration: products, categories, URLs, meta tags, and SEO texts.
• We preserved the link structure to avoid broken pages.
• We designed advanced breadcrumb logic for different page types (catalog, categories, products).
• We optimized the code structure: H1 headers and SEO texts are placed high in the HTML but displayed lower through CSS, which is both user-friendly and effective for search engines.

Result:

SEO rankings were preserved, and additional technical solutions created a strong foundation for further growth in organic traffic..

Task №3: Tools for store management

The daily operations of the Encanto team required fast and convenient tools.

Our solution:

• We implemented product grouping by model: each color of the same collection is displayed as a separate product, matching the specifics of the fashion business.
• We added mass import functionality for quick collection updates.
• We created extended rules for promo codes that can be applied by brand, collection, or category.
• We configured order notifications via Telegram and e-mail.
• We optimized loading speed: the site consistently scores 90+ in Google PageSpeed on mobile devices.

Result:

As a result, Encanto received a modern platform with unique catalog logic, flexible management capabilities, and preserved SEO positions. The project combined complex migration, technical SEO solutions, and custom tools tailored to the company’s business processes.