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Transformation Milestones

Grove Collaborative Migrates from Legacy Solution to Shopify, Achieving Parity & Lower TCO  

More Success Stories

Amit Malhotra

CTO, buybuy BABY

- THE CHALLENGE -

An Unclear Path to Lower Technology Costs & Faster Innovation

Since 2012, Grove Collaborative has made a name for itself by offering eco-friendly household and personal care products via a novel subscription experience. When Grove approached Anatta, they faced a major inflection point in their technical evolution.

Grove's custom-built platform, while highly tailored to their needs, was costly to maintain and slowed innovation. With profitability as their focus, Grove understood a sweeping technology change was necessary.

But the challenge Grove faced wasn’t a simple matter of optimization. It was an existential dilemma around its decade-old approach to technology.

 
Could a commercial platform, like Shopify, support the brand's extensive requirements without compromising its cornerstone digital experience? The digital experience Grove had meticulously built for itself over many years?

 
Grove's move to a modern platform would involve unique obstacles like:

• Replicating complex subscription management and a bifurcated, personalized cart experience
• Maintaining inventory allocation
• Preserving custom fulfillment logic
• Ensuring business continuity throughout the transition
• Managing stakeholder expectations and concerns

- THE SOLUTION -

Anatta's Replatform Blueprint for Enterprise

Understanding the many layers of Grove's needs, Anatta developed an enterprise re-platforming strategy that moved through four phases.

Phase #1

Answering the Question: “Can Shopify Meet Enterprise Needs?”

Grove had considered moving to Shopify in the past. Ultimately, however, Grove had concluded that Shopify couldn’t match the functionality of their custom system.

 
Phase #1’s central goal was to demonstrate how Shopify had evolved as a platform. And how, with an experienced System Integrator (SI), Shopify could meet and exceed enterprise expectations. 

Technical Validation

Before kicking off the roadmap, Anatta developed a working proof of concept (POC) that successfully replicated Grove's core digital experience on Shopify. The POC was completed in just two sprints. The POC demonstration gave Grove's leadership the confidence to proceed with the platform transition and partner with Anatta for the journey.

Phase #2

Architecting a Moonshot Digital Transformation

Following Anatta’s successful proof of concept, the team began a thorough discovery process.

 
Phase #2 had three objectives:

1. Build alignment within Grove’s internal leadership team
2. Capture Grove’s requirements and existing site features  
3. Map Grove’s current system architecture to help inform new Shopify-centric architecture

Anatta’s Executive Alignment Strategy

Strong internal alignment is the difference between a successful digital transformation and a failed one. Although Grove had committed to the replatforming, full leadership buy-in would ensure a strong partnership foundation throughout the entire roadmap. To secure buy-in, Anatta devised an Alignment Strategy unique to Grove.  

The strategy included:

1. Presenting in-depth solution vision decks that identified and bridged technology gaps
2. Creating clear understanding of replatform challenges, risks, and opportunities
3. Converting identified technology concerns into solvable problems through hands-on prototyping
   

Comprehensive Requirements Documentation

Since successful enterprise migrations require more than technical expertise, Anatta developed precise Business Requirements Documentation (BRD) to capture both big-picture business goals and granular technical specifications.

The documents, often spanning hundreds of pages, detailed not only Grove's custom platform features but also:

1. The rationale behind each feature
2. How each element supported essential operations

Anatta's BRD work became the foundation for risk mitigation throughout the project

System Architecture Mapping

Anatta mapped Grove's existing system architecture to build insights that would help design the new Shopify architecture and plan the migration sprints.

Specifically, Anatta mapped:

• Data flows between systems
• Integration points
• Customer journey touchpoints
• Legacy system dependencies

Phase #3

Implementing Beyond a Simple Lift and Shift

The implementation phase showcased Anatta's ability to coordinate complex enterprise systems while maintaining business continuity. This phase represented the bulk (95%) of Grove’s digital transformation and spanned approximately 9 months.

A partial “Lift and Shift,” the Northstar goal was a complete recreation of Grove’s online retail experience. A recreation that would drastically minimize dependency on Grove’s custom solution and greatly enhance Grove’s site performance, agility, and speed-to-market.

The Anatta team:

• Built a sophisticated middleware layer connecting Shopify with Grove's central operational systems
• Integrated Shopify with Ordergroove for subscription management
• Customized Ordergroove to replicate Grove's unique subscription experience, including predictive cart-filling based on usage patterns
• Connected warehouse management and fulfillment systems
• Implemented inventory allocation systems
• Created comprehensive API infrastructure

Phase #4

Grove.co – New & Improved

After go-live, Anatta set up Grove’s internal team for continued success. To guarantee Grove could confidently operate their new system, Anatta provided:

• Comprehensive documentation of the new architecture
• Retraining sessions for Grove's team
• Post-launch support and optimization
• Knowledge transfer to internal development resources

Transformation Milestones

Thanks so much for a successful build! I'm ecstatic to see our difficult problems addressed in a viable way.

- RESULTS -

Transformation Without Disruption

Grove and Anatta's partnership proved enterprises can successfully move from custom platforms to commercial solutions while upholding complex functions.

"

Technical Success

Anatta successfully replicated Grove's predictive subscription feature within the Shopify ecosystem while improving overall system performance and reliability.

Operational Impact

By moving to Shopify, Grove greatly lowered TCO and boosted speed of innovation. Features that once took months to implement can now be deployed in days or weeks.

Business Innovation

The migration opened new possibilities for fast innovation and market responsiveness. Grove benefits from Shopify's wide ecosystem of third-party integrations and tools, markedly reducing the time and cost of adding new capabilities.

Bifurcated Custom Cart Experience

Anatta developed a sophisticated cart system that:

• Supports 7 distinct customer states and journeys
• Interacts directly with the subscription service and account portal when users are logged in
• Enables seamless "Ship Now" functionality for subscription items
• Provides personalized product recommendations
  

Subscription Management

The team integrated Ordergroove as a best-in-class subscription service that:

• Allows customers to manage subscription frequency and products
• Supports intricate "Ship Now" functionality with a 7-day buffer window
• Integrates with Shopify's native checkout experience
• Enables personalized offers
  

System Integration

Anatta maintained Grove's critical operational systems by:

• Preserving integration with existing warehouse management 
• Supporting shipment tracking via their existing platform 
• Maintaining reporting interfaces with Netsuite and other analytical tools
• Creating new API infrastructure to connect Shopify with legacy systems

Key Implementation Features