I Love Wallpaper partnered with blubolt to migrate from Visualsoft and transform their store into a scalable Shopify Plus ecommerce platform.

The problem

Migrating from Visualsoft to Shopify Plus.

I Love Wallpaper faced a critical moment in its growth journey. The brand was running on Visualsoft while its sister brands, Lust Home and Lucie Annabel, had successfully transitioned to Shopify Plus. The in-house team recognised the need to migrate to a single, scalable platform to improve operational efficiency and deliver a better customer experience. Beyond the platform change, the brand also wanted to:

• Strengthen SEO to attract and convert more organic traffic
• Introduce new features to increase conversion rates, average order value, and revenue
• Simplify internal processes for easier management
• Launch a user-friendly wallpaper calculator to reduce purchase friction
• Create a shoppable blog to improve organic search conversion

The goal was clear: migrate to Shopify Plus while delivering a seamless, engaging, and growth-focused ecommerce experience.

The solution

A design that reflects the brand personality.

I Love Wallpaper is known for distinctive, high-quality designs, so the site needed a personality-driven design that highlighted its products without overwhelming visitors. We focused on creating engaging, visually balanced page layouts and incorporated clear iconography to help customers quickly understand product features. Mobile experience was a key focus, ensuring every step of the journey (from discovery to checkout) was smooth and conversion-focused.

Platform migration from Visualsoft to Shopify Plus.

Moving from Visualsoft to Shopify Plus provided I Love Wallpaper with a scalable, flexible foundation for growth. The migration allowed the brand to:

• Standardise its tech stack with sister brands, simplifying management and internal processes
• Unlock advanced ecommerce features for better merchandising, personalisation, and conversion optimisation
• Integrate seamlessly with key tools, including Klaviyo, Trustpilot, Covet.pics, Boost, and Clerk.io
• Improve site performance, reliability, and mobile responsiveness, enhancing the overall customer experience
• Create a platform capable of supporting long-term growth, including international expansion and new marketing initiatives.

By centralising operations on Shopify Plus, the brand can now focus on journey-led improvements that deliver measurable results across acquisition, conversion, and retention.

Streamlined features to support conversion.

With a diverse product range, helping customers find the right wallpaper or mural quickly was essential. We enhanced search and filtering functionality, making it easier for users to find products and discover related items. We also tackled one of the biggest barriers to purchase: calculating the quantities of wallpaper and paint. Our updated calculator guides customers through roll-and-paste requirements based on wall dimensions, creating a smoother shopping journey and natural upsell opportunities.

The result

A stronger foundation for long-term growth.

Since the migration, I Love Wallpaper has been equipped with a scalable, growth-focused Shopify Plus platform. Early signs show:

• A smoother, more intuitive shopping experience across desktop and mobile
• Faster product discovery and reduced barriers to purchase
• Clear opportunities for upselling through enhanced calculators and personalised recommendations
• A foundation for SEO improvement through shoppable content and optimised product pages

This journey-led approach has already delivered measurable impact, including a 22.4% increase in conversion rate. With a flexible Shopify Plus platform and customer-centric foundations in place, I Love Wallpaper is well-positioned for sustained growth across acquisition, conversion, and retention.