From the boundary rope to the basket
How parallel moved Surrey Cricket Club from a platform holding them back to one driving them forward.
Sports Venue eCommerce
Ready for a platform that could
Surrey Cricket Club were running their retail operation on a platform that was actively holding them back. Inflexible merchandising, limited development potential, and a system that couldn't keep pace with the ambitions of one of the UK's most recognised cricket clubs. They needed a partner who could move fast and get it right.
Jonas Sports to Shopify
What we did
- Full product, customer and order migration from Jonas Sports to Shopify Advanced
- Advanced shipping rules configuration
- Custom 3PL integration for print-on-demand fulfilment
- Full theme design and development
- Shopify setup and launch
- Ongoing support retainer
Partnership
The Detail
Two things made this project more complex than it looks on paper.
The first was the product data. Years of different product owners had left the Jonas Sports catalogue in poor shape - inconsistent structures, unclear naming, and logic that only made sense if you'd been there from the start. We unpicked it, restructured everything, and brought it into Shopify cleanly and in a way the Surrey team can actually manage going forward.
The second was print on demand. Surrey's POD providers don't have a native Shopify integration, so we built a custom export process that routes orders to those providers on demand – no manual intervention required.
The Results
Orders are up over 300%, with conversion rate climbing from 1.2% to 4.3% in the first months post-launch, alongside strong customer feedback. But the result we're proudest of is simpler than any metric: the Surrey team are in there every day – adding products, making improvements, working towards their goals – without the platform getting in the way. That's what a good migration looks like.