Company Profile

Leading eCommerce agency, Anatta, partnered with buybuy Baby to achieve what most considered to be impossible: transitioning a $1.5 billion enterprise business to the Shopify Plus platform in just 90 days.

“Both the quality and efficiency of the all-new buybuybaby.com, along with mobile apps, retail store locations, and a registry solution, was a masterful collaboration resulting in an unprecedented launch timeline in the retail industry,” said buybuy Baby Chief Technology Officer, Amit Malhotra, “Leveraging the dedication, talent, and industry insights of our in-house digital team, alongside Anatta’s extensive experience in omni channel platform technologies and Shopify Plus’ robust platform, allowed us to rethink the playbook entirely. This innovative approach ensures a 'clean sleeve' with minimal technical debt, setting a new standard in online retail experiences.”

A project of this magnitude, requiring a platform migration of over 30,000 SKUs and millions of customer records, coupled with the complete redesign of the $1.5 billion enterprise brand’s website, would generally require a year to pull off. buybuy Baby’s goal, however, was far more audacious: to be back online and better than ever with an initial launch in one month’s time. 

This challenge seemed impossible to most of Anatta’s competitors. What others saw as obstacles, however, Anatta recognized as opportunities – to raise industry standards, set new records, and achieve what others could not.