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Since 2006, TOMS has been in business to improve lives, with each pair of TOMS purchased giving more back to the community. Focusing on their DTC growth strategy, TOMS explored a platform shift from Salesforce Commerce Cloud (SFCC) to Shopify to reduce costs, optimize site performance, and create a nimble eCommerce environment that adapts to industry and customer needs.
Following a comprehensive platform evaluation, TOMS and CQL partnered together to architect a solution to migrate to Shopify and address TOMS’ unique requirements for staging sites; checkout customizations; internationalization; maintaining URL structure; product pricing & promotions; and a powerful CMS to manage drag & drop components, personalization, A/B testing, workflows, and user roles/permissions.
With a headless, multi-site eCommerce solution leveraging Builder.io’s visual CMS, TOMS launched a unified brand experience on Shopify, featuring premier partners Yotpo, Deck Commerce, Searchspring, SAP, Gorgias, and Feedonomics. The TOMS ecosystem includes websites for the United States (US), Canada (CA), United Kingdom (UK) and Europe (EU including NL, DE, FR), each supporting different languages and currency and managed through a unified storefront.
TOMS’ successful enterprise migration to Shopify empowers their marketing team with robust content management on Builder.io and a powerful Shopify tech stack, while reducing licensing costs and providing a best-in-class experience with Shopify’s high converting checkout and ShopPay payment options. With a new foundation for growth, TOMS is ready to expand their positive impact in our world with every pair.
In 2006, TOMS founder Blake Mycoskie pioneered the One for One® model – giving away one pair of shoes for every pair sold, supporting larger health, education and community development programs through strategic partnerships. Today, TOMS gives 1/3 of profits for grassroots good. That’s why TOMS shoes are really something special – especially their classic Alpargata – the shoe that started it all. When you wear TOMS, you Wear Good.
As a high performing, best-in-class experience brand, TOMS managed a sophisticated & complex ecosystem on Salesforce Commerce Cloud. With 3 primary goals, including lowering total cost of ownership, optimizing site performance, and creating a nimble environment for growth, TOMS partnered with CQL to validate a headless approach, compare feature parity with Shopify, and understand the full impact of a platform migration.
Following a platform evaluation, TOMS migrated from Salesforce Commerce Cloud to a multi-site Shopify Plus Hydrogen architecture with a headless visual CMS, Builder.io. In a collaborative effort, both CQL & TOMS crafted an ecosystem that could be managed, scaled, and maintained with a lean, internal team. The new architecture serves as a foundation for growth for TOMS, with an updated tech stack, extensive app ecosystem, and competitive licensing fees.
TOMS is a stellar example of why a Platform Evaluation is critical when considering an enterprise platform migration. The biggest question brands like TOMS ask is “can I do what I’m doing today on Shopify?” This included solutioning TOMS for parity in staging environments, international sites with translations and different banks, A/B testing and personalization, URL structure, and content management.
To manage sites for the US, Canada, UK and EU, TOMS built 4 Shopify stores managed through 1 central admin, and 2 additional for staging sites for the US and EU. The ecosystem leveraged headless CMS Builder.io to simplify site management across the stores and custom mapping to keep the stores in sync. The headless approach on Shopify met TOMS requirements, while providing a powerful front-end content management tool built for merchandisers and marketers.
The TOMS brand features a fresh, relevant aesthetic that reinforces TOMS’ core value of improving lives. With classic, comfortable, and on-trend ways to Wear Good, TOMS is a source of inspiration to customers, connecting the impactful style, quality, value and comfort customers care about, all while making a positive impact with each purchase.
TOMS’ front-end website was built using visual CMS Builder.io, allowing the brand to offer new content areas for stories for popular shoes like the Espadrille and Alpargatas, and create umbrella collections such as matching styles (moms/kids), earth-wise and more. With new site features like hover-over product cards, additional buy stack components, site accessibility, and optimized page speed, TOMS continues to set the bar high for a best-in-class customer experience.
TOMS’ new eCommerce experience leveraged Visual CMS Builder.io and Shopify Hydrogen. With Builder.io’s visual page editor, the TOMS team could drag and drop components, reuse content across pages, target and personalize content, conduct A/B testing, manage content workflows, control URL structure, and learn from robust reports to further optimize their website. The result was a unified brand experience that simplified site management across multiple stores, but handled the complexities of translations and unique international content and features.
As part of their digital transformation, TOMS sought a robust order management system (OMS) that could integrate seamlessly with their new tech stack while helping them meet their goals of low cost of ownership, reduced manual processes, and improved scalability. Deck Commerce’s pre-built integration with Shopify and SAP accelerator allowed TOMS to seamlessly unify their OMS, e-commerce platform, and existing ERP system, creating a cohesive digital ecosystem.
The implementation of Deck Commerce OMS has significantly streamlined TOMS’ operations. It minimizes manual interventions and serves as a single source of truth for order processing. Additionally, the system’s scalable architecture supports TOMS’ current high order volume while providing flexibility for future expansion of fulfillment operations.
Client quote
Amy Larson
Vice President, DTC
TOMS
