In Q3 of 2023, Trade Coffee found itself with a large and growing subscriber base. But the brand’s digital infrastructure was failing to keep up.

A site architecture teeming with custom code and technical complexities, soaring maintenance costs, and stalled innovation speed increasingly burdened Trade’s growth. 

For a fast and hard pivot, Trade Coffee partnered with Anatta to lead a strategic overhaul of the brand’s digital infrastructure.

First, Anatta worked to stabilize Trade Coffee’s online store by migrating the brand off its highly custom Solidus solution and over to Shopify Plus. The expedited migration involved transferring more than 5,000+ products and hundreds of thousands of customer records within 3-4 months. 

Once Trade Coffee’s new Shopify site was live, Anatta further reduced Trade’s technical complexities by hand-selecting and integrating the best third-party apps that would fit Trade’s needs. 

With the new Trade Coffee site live, Anatta had successfully steered the brand towards a paradigm shift, reducing its reliance on custom code by a drastic margin. Trade’s site was now 80% out-of-the-box solutions and only 20% custom-built. Trade could now move exceedingly faster with far less overhead. 

Free from the constraints of its legacy platform, Trade Coffee then embarked on a trajectory of innovation. Today, the brand is taking advantage of Anatta’s expertise to implement state-of-the-art technologies like AI and enhance its customer acquisition strategy.