Client Spotlight
Durant Oregon: Finding the Right Platform for a Business Bigger Than Wine
How a winery, farm goods, and nursery business outgrew Commerce7 and found more room to operate on Shopify.
Table of Contents
Durant Oregon isn’t a typical winery client. Alongside their wine program, they run a substantial farm and food goods business, including olive oils, specialty salts and herbs, soaps, and other merch, plus a full nursery operation selling plants, olive trees, and lavender.
That mix of categories made their previous platform, Commerce7, a progressively awkward fit. Here’s why they made the switch to Shopify, how the migration actually happened, and what they’re seeing on the other side of launch.
At a Glance
Client: Durant Oregon
Business Lines: Wine, Farm & Food Goods, Nursery, Merch
Platform Move: Commerce7 to Shopify
Our Role: Content migration, Shopify theme build, product data migration support
01
Why They Moved Off Commerce7
Commerce7 is purpose built for wine sales, and it shows. Its strengths are tasting room reservations, wine club management, and allocation style selling. But Durant’s business had grown well beyond wine. Farm goods, nursery products, and merch didn’t map cleanly onto a platform designed around wine specific workflows.
This wasn’t a story of Commerce7 falling short on cost or reliability. It was a fit problem. As non-wine categories became a larger share of revenue, Durant needed a platform flexible enough to handle diverse product types, wholesale relationships, and in-person retail, without forcing every category into a wine shaped box.
02
Why Shopify Made Sense
Shopify stood out for a few reasons:
One platform, every channel. Website, ecommerce, POS, and wholesale all live in a single system.
Stronger POS. A meaningful upgrade for a business that transacts heavily on property.
App ecosystem. Shopify’s add-on model opened new selling channels for the farm goods line specifically.
WineHub.io. For the wine and wine club side of the business, now a smaller slice of overall sales, this Shopify app replaces most of what Commerce7 handled, so Durant didn’t have to sacrifice wine specific functionality to make the switch.
In short, this was less about what was wrong with Commerce7 and more about what a multi category farm, nursery, and wine business actually needs.
03
How the Migration Happened
The timing had a twist. Our team had already designed a full new site for Durant in Figma and started building it out on WordPress. Partway through development, the Durant team made the call to move to Shopify instead, so we pivoted mid-build, carrying the same approved Figma designs over to a Shopify theme, built in Liquid, rather than starting the design process over.
Our team’s scope covered:
- Migrating all site content and rebuilding pages and design elements natively in Shopify
- Assisting with product data migration, using our existing access to the prior system
- Coordinating with the WineHub.io team, who handled the import of customer records and historical order data for the wine side of the business
That division of labor, our team on content, design, and product, and WineHub.io on customer and order history, let the migration move efficiently without duplicating work across teams.
04
What’s Happening Post-Launch
It’s still early days, so hard metrics like conversion, average order value, and club signups aren’t in yet. But the qualitative feedback from the Durant team has been positive.
The Durant team is seeing real value in Shopify’s extendability for the farm goods side of the business, and they’ve specifically called out how much simpler it is to manage everything from one dashboard instead of juggling separate systems.
Ready to bring your brand to life?
Contact Left Coast Marketing & Design to get started.
Whether you’re outgrowing your current platform like Durant did, launching a new site, or just need a design that keeps up with a growing product line, our web design team builds sites made to handle real business complexity, not just wine.
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Built around your brand, not a template, on WordPress or Shopify
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