MIGRATION
INTEGRATION
DESIGN
https://www.thediceshoponline.com/
The Client
The Dice Shop Online is one of the world’s leading specialist dice retailers, offering more than 15,000 SKUs to a global audience across dice, accessories, games and collectibles. Operating a catalogue of this scale required a platform capable of supporting both rich customer experiences and highly accurate operational processes.
Previously running on Magento Open Source, The Dice Shop had reached a point where the ongoing technical and commercial overhead of the platform was becoming increasingly restrictive. Security patching, version upgrades, maintenance costs and the burden of managing platform stability were creating unnecessary complexity for a business that wanted to focus on growth.
PureNet’s Bespoke Shopify App Framework
To bridge Shopify’s native limitations and deliver business-specific enhancements, PureNet built a single bespoke support app with multiple modular extensions.
Wishlist
PureNet developed a wishlist app , with buttons, icon indicators and dedicated account wishlist pages. This preserved a key customer retention feature while enhancing user engagement.
Stock Indicator
A custom RAG (Red / Amber / Green) stock indicator provided immediate stock visibility, improving customer confidence and supporting purchasing decisions.
How PureNet Helped
The Brief
The Dice Shop appointed PureNet to manage its migration from Magento Open Source to Shopify Advanced, seeking to retain and improve key ecommerce functionality while significantly reducing platform ownership complexity.
The strategic objectives were clear:
- Migrate from Magento Open Source to Shopify Advanced
- Improve operational simplicity without compromising functionality
- Preserve and enhance specialist ecommerce capabilities
- Build bespoke app extensions where Shopify’s native features fell short
- Improve fulfilment accuracy to reduce costly picking and dispatch errors
For The Dice Shop, Shopify offered compelling advantages over Magento Open Source, such as SaaS security, automatic platform upgrades, and reduced maintenance overhead. However, it required specialist customisation to support the retailer’s unique catalogue and warehouse processes.
Shopify Advanced
The Solution
PureNet delivered a carefully managed migration to Shopify Advanced, combining Shopify’s SaaS benefits with bespoke application development to replicate and surpass previous Magento functionality.
Strategic Platform Benefits
By migrating to Shopify Advanced, The Dice Shop gained:
- SaaS-hosted security and PCI compliance
- No manual security patching
- No paid version upgrades
- Massively reduced infrastructure and maintenance complexity
- Lower total cost of ownership
- Greater operational focus on growth rather than platform upkeep
Structured Collections
Shopify’s flat collection structure was insufficient for The Dice Shop’s expansive catalogue. PureNet created a bespoke hierarchical collection framework enabling:
- Parent/child category relationships
- Breadcrumb trails
- Mega menus
- Faceted search
- Improved product discovery pathways
This recreated and enhanced enterprise-grade merchandising structures previously associated with Magento.
Operational Transformation: Bespoke Order Picking Ecosystem
The most commercially significant innovation was PureNet’s advanced Order Picking app — a bespoke fulfilment control system designed specifically to reduce warehouse errors.
With many low-value products, fulfilment mistakes could be disproportionately expensive due to replacement postage costs. Accuracy was essential.
Core Extensions Included:
- Picker Dashboard – orchestrates the end-to-end picking process
- Item Picker – physical item confirmation
- Awaiting Stock – manages stock shortages and partial fulfilment
- Pick Quality Check – secondary validation by separate staff member
- Picking History – complete operational audit trail
Workflow:
PureNet implemented a specialist workflow mechanism system to ensure picking accuracy, quality assurance, and reduced dispatch errors. Furthermore, it lowered replacement costs, offered better stock accountability and gave The Dice Shop Online complete fulfilment transparency
Integrated directly into Shopify’s order detail environment, the app transformed Shopify from a standard SaaS storefront into a specialist retail operations platform.
How PureNet Helped
The Results
PureNet successfully migrated The Dice Shop from Magento Open Source to Shopify Advanced while preserving business-critical functionality and delivering significant strategic advantages.
Key outcomes:
- Reduced platform management overhead
- No patching or manual upgrade burden
- Improved security posture
- Enhanced customer experience
- Advanced catalogue merchandising
- Better stock communication
- Dramatically improved fulfilment control
- Reduced costly picking and shipping mistakes
Successful consultancy
The Impact
For The Dice Shop, moving from Magento Open Source to Shopify Advanced was not simply a platform migration, it was a strategic operational step change.
PureNet enabled the business to retain the flexibility it needed while shedding much of Magento Open Source’s complexity, creating a modern ecommerce ecosystem that balanced simplicity, scalability and specialist capability.
By combining Shopify’s SaaS advantages with bespoke app-led innovation, PureNet delivered a platform that supports growth, reduces technical burden and proves that merchants can successfully transition from legacy open-source complexity to streamlined modern commerce without sacrificing functionality.
“The Dice Shop serves users across the globe and we always are striving to deliver success. PureNet has been invaluable for our online presence by creating a Shopify site that showcases our brand and product lines and managing the migration process to make the upgrade seamless.”
Andrew Weir, Managing Director, The Dice Shop Online.