By Association Only has launched a new Shopify Plus ecommerce platform for Burton, completing the global snow sports brand’s migration from Salesforce and rebuilding its online customer experience.
The project included a redesigned front-end experience, a bespoke Shopify theme, custom integrations, and a complex data migration to support merchandising, content management, and future platform development. The new Burton ecommerce experience is now live at burton.com.
Jamaliya Cobine, Ecommerce and Digital Leader at Burton, said on LinkedIn: “This wasn’t a refresh. We burned it down and started fresh, building something brand new from the ground up.”
By Association Only, a Shopify Plus Platinum agency, said the migration was designed to give Burton a more flexible commerce foundation while preserving the brand’s connection with its global rider community. James Trippett, Co-Founder and Managing Director at By Association Only, said: “Burton is an iconic brand with a deeply loyal global community, so this project required more than a platform migration. Our focus was to create a commerce experience that reflects the brand while giving Burton’s team the flexibility to continue evolving on Shopify Plus.”
Burton plans to continue developing the platform with additional features and customer experience improvements over the coming months. Trippett added: “This launch marks an important milestone and creates a platform Burton can continue to evolve. We’re proud to have supported the team through this transformation and excited to see what comes next.”
The migration reflects a broader shift in enterprise ecommerce architecture. Retail and consumer brands are under pressure to modernise digital storefronts without weakening brand identity, merchandising control, international trading capability, or operational resilience. Platform decisions now sit at the centre of customer experience, technology cost, conversion performance, and data strategy.
For a specialist brand such as Burton, ecommerce has to do more than process transactions. It must carry product depth, seasonal storytelling, technical education, community identity, and repeat customer engagement. Snow sports customers often need detailed information on fit, conditions, equipment compatibility, ability level, and product use. A commerce platform that makes content and merchandising easier to manage can therefore influence both conversion and brand trust.
The Salesforce-to-Shopify Plus migration also reflects demand among premium and design-led brands for platforms that allow faster iteration and lower operational complexity. Enterprise ecommerce teams increasingly want the ability to test layouts, launch product drops, localise content, integrate specialist tools, and manage campaigns without waiting for long development cycles.
Migrations carry significant risk. Data quality, redirects, SEO performance, product catalogues, integrations, payment flows, fulfilment rules, loyalty systems, analytics, and customer accounts all need careful handling. A successful launch can create a more agile platform; a poor one can damage revenue, customer confidence, and internal trust in digital transformation.
The operating challenge is also changing as AI starts to influence digital retail behaviour. Consumer trust in AI shopping agents remains fragile, particularly where customers are asked to let automated tools make decisions on their behalf. Burton’s rebuild sits in the same customer experience environment: brands need faster and more flexible digital channels, while customers still expect accuracy, control, and a recognisably branded experience.
The launch gives By Association Only a high-profile global case study in premium commerce transformation. Burton’s test will be what the platform allows after launch. Ecommerce rebuilds are no longer fixed-end projects; they are foundations for product, content, data, service, and international growth.
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