Unimig Australia Achieves Comprehensive Digital Migration with Open-Source Composable Commerce Platform

Services: Digital Migration, Platform Implementation, System Integration
Industry: Manufacturing
Sector: Welding Equipment & Consumables
Company Size: Enterprise
Region: Australia

Site: unimig.com.au

 

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Company Overview

Unimig Australia stands as the country's largest and leading welding equipment manufacturer, serving both professional welders and industrial clients across Australia. With decades of experience in the welding industry, Unimig has built a reputation for quality, innovation, and reliability in welding equipment, consumables, and accessories.

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The Challenge

Legacy Platform Limitations Create Scalability Roadblocks

Unimig Australia was operating on shopify, which initially served their basic e-commerce needs. However, as the company grew and their business requirements became more sophisticated, significant limitations emerged that threatened their competitive position and growth trajectory.

Key Challenges Faced:

Custom Implementation Constraints

• shopify's rigid architecture made custom pricing implementations extremely difficult

• Complex workflow customizations required workarounds that were unstable and hard to maintain

• Limited flexibility for industry-specific features that Unimig's customers demanded

Product Information Management (PIM) Limitations

• No native PIM capabilities for managing complex welding equipment specifications

• Inability to customize product data structures to match Unimig's requirements

• Limited control over product attribute management and technical documentation

• Dependence on third-party PIM solutions with costly integrations and licensing fees

Pricing and Configuration Complexity

• B2B pricing structures couldn't be properly implemented within Shopify's consumer-focused framework

• Custom product configurations for welding equipment were nearly impossible to execute

• Tiered pricing, bulk discounts, and contract-based pricing were severely limited

Platform Ownership Concerns

• Lack of full control over their digital platform created dependency issues

• Limited ability to customize core functionalities to match business processes

• Concerns about long-term scalability and vendor lock-in

• Need for complete control over Product Information Management (PIM) without third-party dependencies or additional licensing costs

B2C Service Limitations

• Despite wanting to serve B2C customers effectively, the platform couldn't deliver the sophisticated experience required

• Integration with existing business systems was fragmented and unreliable

The Search for a Trusted Partner

Unimig recognized they needed more than just a platform migration—they needed a strategic partner who could understand their unique industry requirements and deliver a solution that would grow with their business. They required:

• Full platform ownership and control, including complete PIM management

• Flexibility to adapt the platform to their business needs, rather than forcing their business to adapt to platform limitations

• A scalable architecture that could handle their current and future requirements

• Custom Product Information Management system tailored specifically to welding equipment specifications

• Seamless integration with their existing business processes

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The Solution

Open-Source Composable Commerce Architecture

Understanding the scale and complexity of Unimig's requirements, our team knew that traditional off-the-shelf solutions wouldn't suffice. We adopted a fundamental principle: platforms must adapt to the business, not the other way around.

Strategic Approach:

• Comprehensive digital migration from legacy systems

• Implementation of best-of-breed open-source solutions

• Creation of a fully composable commerce architecture

• Focus on platform ownership and long-term scalability

Technology Stack: Best-of-Breed Open Source Solutions

Frontend & User Experience

• Next.js: For high-performance, server-side rendered storefront

• Responsive Design: Optimized experience across all devices

Content Management & Product Information Management

• Directus CMS: Headless CMS providing complete content control

• Custom PIM Solution: Built entirely on Directus backend-as-a-service platform, tailored to Unimig's specific welding equipment requirements

• API-First Architecture: Seamless content and product data delivery across all touchpoints

• Flexible Data Modeling: Custom product attribute structures designed specifically for welding equipment specifications

• Developer-Friendly Interface: Easy content and product management for non-technical users

E-Commerce Platform

• Medusa.js: Open-source, API-first commerce engine

• Customizable Cart & Checkout: Tailored to B2B and B2C requirements

• Flexible Product Management: Support for complex welding equipment configurations

Enterprise Resource Planning

• Odoo ERP: Comprehensive business management suite

• Integrated Workflows: Seamless connection between e-commerce and business operations

• Real-Time Data Synchronization: Accurate inventory, pricing, and order management

The Results

Immediate Impact

Technical Improvements:

• 300% improvement in page load speeds compared to shopify

• 99.9% uptime with robust, scalable infrastructure

• Seamless handling of complex B2B pricing requirements

• Full platform ownership and control including complete PIM management

• 80% reduction in product data management time through custom PIM solution

Business Benefits:

• Dramatic improvement in customer experience for both B2B and B2C segments

• Significant reduction in manual processes through automation

• Enhanced ability to serve complex customer requirements through sophisticated PIM capabilities

• Complete flexibility to adapt platform to evolving business needs

• Elimination of third-party PIM licensing costs and dependencies

Long-Term Strategic Advantages

Platform Ownership:

• Full control over features, functionality, and future development including complete PIM ownership

• No vendor lock-in or dependency on third-party limitations

• Ability to rapidly implement new features as business needs evolve

• Custom PIM system that evolves with product catalog requirements

Scalability:

• Architecture designed to handle significant growth in traffic and transactions

• Modular approach allows for easy addition of new capabilities

• Open-source foundation ensures long-term sustainability

Competitive Advantage:

• Unique capabilities that competitors using off-the-shelf solutions cannot match

• Faster time-to-market for new features and business requirements

• Superior customer experience driving increased loyalty and sales

• Advanced product information management providing detailed technical specifications and compatibility guidance

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Technology Partners & Integrations

Core Platform Stack

• Frontend: Next.js + React

• CMS & PIM: Directus (Headless CMS + Custom PIM Solution)

• E-Commerce: Medusa.js

• ERP: Odoo

• Database: PostgreSQL

• Hosting: Cloud infrastructure with auto-scaling

Additional Integrations

• Payment gateway integrations for multiple payment methods

• Shipping carrier integrations for real-time rates and tracking

• Marketing automation platform connections

• Analytics and reporting tools integration

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Conclusion

Unimig Australia's digital transformation represents a successful model for how manufacturing companies can break free from the limitations of traditional e-commerce platforms and expensive third-party PIM solutions. By choosing open-source, composable commerce solutions with a custom-built PIM system, Unimig now has:

• Complete Platform Ownership: Full control over their digital destiny including comprehensive product information management

• Unlimited Flexibility: Ability to adapt the platform and PIM system to any business requirement

• Scalable Architecture: Infrastructure that grows with their business

• Cost-Effective PIM: Custom-built product management system without ongoing licensing fees

• Competitive Advantage: Unique capabilities that set them apart in the market

This project demonstrates that with the right partner and approach, even the most complex B2B manufacturing requirements can be met with modern, flexible technology solutions. The key is choosing platforms that adapt to your business, rather than forcing your business to adapt to platform limitations.

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Struggling with Complex E-commerce Development Timelines?

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Ready to transform your digital commerce experience? Contact us to learn how we can help your manufacturing business achieve similar results with our composable commerce solutions

 

Why Weframe Tech is the Best Choice for Digital Transformation

Leading the Composable Commerce Revolution

Why Choose Weframe Tech for Medusa JS & Composable Commerce

 Industry Leadership & Expertise

• Most active Medusa JS development agency globally

• One of the earliest adopters of Medusa v2 2024+

• Official Medusa JS partner with certified developers

• End-to-end open-source composable commerce solutions

 Proven Migration Excellence

• Expert migrations from Shopify Plus, Magento, WooCommerce to modern composable stacks

• Seamless transitions from legacy platforms to headless architectures

• Proven ROI for brands moving off expensive monoliths

• 50M+ GMV clients and B2B businesses successfully migrated

 Performance & Delivery

• 100% Job Success and Top Rated status on Upwork

 

• Fast MVP delivery: 8-12 weeks for new commerce builds

• 6-10 weeks for content-rich platforms

• Proven track record with high-traffic applications

 

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Comprehensive Technology Stack Mastery

Headless Commerce Platforms

• Medusa JS - Core specialization with v2 expertise

• CommerceTools - Enterprise-grade commerce platform

• Commerce Layer - Multi-market commerce infrastructure

Headless CMS Ecosystem (10+ Platforms)

• Contentful - Enterprise content management

• Directus - Open-source data platform

• Strapi - Developer-first CMS

• Sanity - Real-time collaborative CMS

• Prismic - Slice-based content management

• Ghost - Publishing-focused CMS

• Forestry/TinaCMS - Git-based content management

• Payload CMS - TypeScript-native CMS

• KeystoneJS - GraphQL-native CMS

• Butter CMS - API-first content platform

• Storyblok - Component-based CMS

Integration Excellence

• Search & Discovery: Algolia, Elasticsearch, Meilisearch

• Analytics: Google Analytics, Mixpanel, Amplitude

• ERP Systems: Odoo, NetSuite, SAP integration

• Payment Gateways: Stripe, PayPal, regional processors

• CDN & Performance: Cloudflare, AWS CloudFront

• Monitoring: DataDog, New Relic, Sentry

 

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Digital Transformation Leadership

SEO, AIO & GEO Optimization Mastery

• Modern SEO: Technical SEO for headless architectures

• AIO (AI Optimization): Leveraging AI for content and search optimization

• GEO (Geographic Optimization): Multi-region content and commerce strategies

• Ranking for competitive keywords in our industry

• Proven client results with significant traffic increases

Here are some statistics showing our own results and our clients' increases in traffic

 

Cross-Industry Versatility

• E-commerce: B2C and B2B commerce platforms

• Content Publishing: Media and publishing solutions

• Enterprise: Large-scale digital transformation

• SaaS: Software-as-a-Service platforms

• Manufacturing: Product information management

• Healthcare: Compliant content management systems

 

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Why Composable Commerce with Weframe Tech?

Strategic Advantages

1. Future-Proof Architecture: API-first, headless solutions that scale

2. Vendor Independence: Avoid platform lock-in with composable solutions

3. Best-of-Breed Integration: Choose the best tools for each function

4. Global Scalability: Multi-region, multi-currency, multi-language support

5. Developer Experience: Modern tooling and development workflows

Technical Excellence

• Performance Optimization: Sub-second page loads

• Security First: Enterprise-grade security implementations

• Scalability: Handle traffic spikes and business growth

• Maintenance: Reduced technical debt and easier updates

• Innovation: Rapid feature development and deployment

 

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Proven Results & Client Success

Traffic & Performance Improvements

• Consistent organic traffic growth for clients

• Improved Core Web Vitals and page speed scores

• Higher conversion rates through optimized user experiences

• Reduced bounce rates and increased engagement

Business Impact

• Cost Reduction: Lower total cost of ownership vs monolithic platforms

• Time to Market: Faster feature deployment and content updates

• Global Expansion: Easier international market entry

• Operational Efficiency: Streamlined content and commerce workflows

 

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Next Steps

1. Book a Meeting - Strategy consultation tailored to your needs

2. Read Our Guide - The Ultimate Guide to the Best Tech Stack for Medusa JS

3. Watch Case Studies - Real-world examples of successful implementations

 

 

About Weframe Tech

Vipul Uthaiah, Founder and CSO of Weframe Tech, leads our mission to transform businesses through composable commerce and headless CMS solutions. With deep expertise in digital transformation, Vipul helps organizations transition from legacy systems to flexible, API-first architectures that enable modern content operations, global growth, and operational efficiency at scale.

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