Magento 2 Wine Store — Auction & Subscription Migration
Built and evolved a Magento 2 platform for a premium online wine retailer offering trading, online auctions, subscriptions, and concierge services in the AU-NZ market.
Challenge
- Legacy Magento 2.3.1 stack with security and scalability gaps
- Slow auction experiences and brittle subscription order logic
- Outdated PLP, search, and PDP flows limiting conversion
- Multiple third-party marketing and reviews integrations to stabilize
What I did
- Upgraded and restructured the Magento 2 wine trading and auction platform
- Migrated from Magento 2.3.1 to 2.4.4-p2 for security, performance, and scalability
- Rebuilt Product Listing Page and search with improved Elasticsearch indexing and advanced filtering
- Resolved complex subscription order issues
- Restructured the auction system for significantly faster page loads
- Added Buy Now on Product Detail Page to improve conversion
- Redesigned theme and One Page Checkout to new UI/UX requirements
- Integrated and troubleshot third-party marketing, reviews, and social services
- Fixed theme bugs and updated PDP design
Results
- Successful migration to Magento 2.4.4-p2
- Up to 85% faster auction page load after re-architecture
- Improved PLP/search via Elasticsearch and advanced filters
- Stable subscription orders and higher-converting PDP with Buy Now
- Modernized checkout and PDP aligned to new UX