- Strategic migration from Magento to Shopify Plus
- User experience redesign (UX/UI) focused on conversion
- Complete e-commerce integration with the ERP
- Unification and automation of inventory, orders, and data in real-time
- Implementation of B2C, B2B, and loyalty program member customer architecture
- Development of advanced Print on Demand functionality
- Activation of omnichannel operations with Click & Collect
- Configuration of international logistics and automatic customs calculation
- Optimization of platform performance, speed, and scalability
- Creation of dynamic content spaces for campaigns and cultural projects
From Art to Digital Innovation: The eCommerce Transformation of the Museo Nacional Thyssen-Bornemisza
Migration and redesign of the Thyssen Museum Shop from Magento to Shopify Plus
Services
Context
The Thyssen-Bornemisza National Museum faced the challenge of modernizing its online store to transform it into a digital channel aligned with its international prestige and commitment to innovation.
The previous platform, developed in Magento, had technical and operational limitations that hindered business scalability, internal management efficiency, and the evolution of the digital customer experience.
The project's objective was clear: to migrate to Shopify Plus to build a robust, flexible platform ready for growth, capable of integrating with the museum's internal systems and offering a premium experience to both individual and corporate clients.
Furthermore, the project involved a high level of complexity due to:
- Regulatory compliance requirements specific to the public sector.
- Need for full integration with the ERP.
- Differentiated management of B2C clients, B2B clients, and loyalty program members.
- International logistics operations.
- Development of specific functionalities such as Print on Demand.
- Connection between the online experience and the physical store.
Beyond the technological migration, the challenge was to create a digital extension consistent with the museum's cultural experience, combining art, sustainability, and technology.
Goal: To integrate operations, customer experience, and technology into a new high-performance eCommerce platform.
The challenge
The project involved completely redesigning the digital architecture of the Museum's online store without compromising operational continuity or existing internal processes. It was necessary to ensure reliable, real-time synchronization of inventory, orders, and data, as well as enable differentiated customer management for those with distinct commercial and operational needs.
Furthermore, international operations and the implementation of new product models, such as Print on Demand, required building specific logistical and technical flows capable of scaling without increasing internal complexity. All of this had to be developed within a demanding framework of control, traceability, and compliance, typical of a public entity.
The challenge was to balance personalization, operational efficiency, and future evolution capability, ensuring that the new platform could adapt to new digital initiatives, cultural campaigns, and sales models without generating technological dependence or friction in daily management.
The solution
Webmefy led the complete migration of the online store from Magento to Shopify Plus, developing an e-commerce platform adapted to the Museum's internal processes and aimed at improving operational efficiency and the digital customer experience.
The new solution allowed for direct integration of the e-commerce with the ERP, ensuring real-time synchronization of orders, inventory, and key data for business management. This integration facilitated the automation of internal processes and provided greater visibility into daily operations.
In addition, a differentiated customer architecture was implemented, allowing for specific management of B2C customers, registered companies, and members of the Friends of the Museum program, enabling tailored experiences for each profile.
The project also included the development of the Print on Demand module, which allows users to request official reproductions of works with museum quality and direct shipping, expanding the available catalog without increasing logistical complexity.
To improve the connection between physical and digital channels, the Click & Collect functionality was integrated with the Museum store. Furthermore, international shipping operations with automatic customs calculation were configured, facilitating the opening of the sales channel to global customers.
At the management and marketing level, dynamic content spaces were enabled to highlight artists, collaborations, and sustainable projects, providing flexibility for the future evolution of the online store.
A solid technological foundation to drive the digital evolution of the Museum.
The result
Migrating to Shopify Plus allowed us to build a robust and scalable platform, aligned with the Museum's internal processes and ready to support its digital evolution.
The new technological environment has helped to reduce internal management times, improve operational efficiency, and offer an optimized customer experience on both desktop and mobile.
The real-time automation and synchronization of inventory, orders, and data has provided greater visibility into operations and facilitated decision-making.
In addition, logistical optimization and the configuration of international shipping have expanded the reach of the online store, facilitating access to new markets.
The new platform also provides greater flexibility to incorporate new functionalities and scale operations, reducing technological dependence on third parties and consolidating Shopify as the core of the client's digital ecosystem.
Overall, the online store has become a digital extension consistent with the Museum's cultural experience, strengthening its position as a benchmark in innovation and digitalization within the cultural sector.
Impact achieved
With Shopify Plus as its technological foundation and Webmefy as its strategic partner, the Museum consolidates its position as a benchmark for innovation and digitalization in the cultural sector, demonstrating the versatility of Shopify for complex projects beyond traditional retail.
We are talking about a project with a high level of customization and specific requirements, in which the following has been achieved:
↳ Reduced internal management times
↳ Improved customer experience on desktop and mobile
↳ Provided flexibility to incorporate new functionalities and scale operations
↳ Gained technological independence and reduced reliance on third parties
↳ Real-time visibility of stock and operations
Transforming the cultural experience into a digital platform ready to grow
This project demonstrates how a platform like Shopify Plus can adapt to highly complex operational environments and specific requirements, beyond traditional retail. The new online store of the Museo Nacional Thyssen-Bornemisza not only improves internal efficiency and customer experience but also consolidates a solid technological base to drive the digital evolution of the channel in the coming years.
The integration of processes, operational automation, and the flexibility to incorporate new initiatives allow the Museum to address its digital growth with greater autonomy and adaptability. In this way, e-commerce is positioned as a strategic channel within its ecosystem, capable of supporting both international expansion and the development of new cultural and commercial proposals.
With Shopify Plus as the technological core and Webmefy as a strategic partner, the project reinforces the role of technology as an enabler of innovation in the cultural sector, demonstrating that it is possible to combine efficiency, scalability, and excellence in the digital experience.
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