For many startups in London, Shopify is the logical starting point. It’s fast, accessible, and handles the basics well. However, as Elysian Decor—a high-end home boutique with a flagship store in Chelsea—scaled their online operations, they hit a "glass ceiling" that threatened their margins and their search engine rankings.
When they approached Custom Coded Websites, they weren't just looking for a new design; they were looking for freedom from platform constraints. Here is a breakdown of why they chose to migrate from a "rented" Shopify store to a "wholly-owned" custom Django e-commerce solution.
The Dilemma: The Rising Cost of Success
As Elysian Decor’s monthly revenue surpassed the £50k mark, the hidden costs of Shopify began to surface. Their leadership team identified three critical pain points:
- The "Success Tax": Shopify’s transaction fees, combined with the cost of high-tier app subscriptions (for basic things like advanced search and loyalty programs), were costing them thousands of pounds every month.
- SEO Friction: Shopify forces a rigid URL structure (e.g.,
/products/and/collections/) that clashed with Elysian’s desire for a flat, high-authority site architecture. - Design Limitations: They wanted a unique "horizontal scroll" lookbook experience that standard liquid templates simply couldn't handle without heavy, speed-killing customisations.
The CCW Solution: A Freehold Digital Strategy
Our co-founders, Charlie Shortman and Louie Long, treated this project as a strategic migration. We didn't just move their products; we re-architected their entire business flow using Python and Django.
1. Eliminating Middleman Fees
By building a custom platform, we integrated Elysian Decor directly with Stripe. Because they now own the code, there are zero additional transaction fees taken by the platform. For a high-volume Chelsea brand, this move alone paid for the development costs within the first year. We replaced five separate paid Shopify apps with native Django features, further reducing monthly overhead.
2. Total SEO Autonomy
Using Django’s flexible URL routing, we created a bespoke site structure optimized for the London luxury market. We implemented advanced Schema.org markup and custom meta-tags for every product, allowing Elysian Decor to rank for competitive terms like "Bespoke Velvet Sofas London" without being hampered by platform-wide constraints. Our technical SEO audit ensured that every page load was optimized for Google's latest 2026 ranking signals.
3. The "Couture" User Experience
Louie Long designed a frontend that feels more like a digital gallery than a shop. Using a combination of Django and React, we built an immersive "scrollytelling" experience that showcased their Chelsea workshop. Unlike Shopify themes, which often feel "puzzled together," this site is a single, cohesive piece of high-performance code.
The Comparison: Shopify vs. Custom Django
| Feature | Previous Shopify Setup | New Custom Django Build |
|---|---|---|
| Transaction Fees | 2% + Payment Fees | 0% (Only Payment Fees) |
| Monthly App Costs | £350+ | £0 (Built-in) |
| URL Control | Restricted (e.g. /products/) | 100% Custom Slugs |
| Load Speed (LCP) | 3.2 Seconds | 0.8 Seconds |
The Results: Long-Term ROI
Since migrating from Shopify to their custom Django platform, Elysian Decor has seen a transformative shift in their digital performance:
- 40% Reduction in TCO: By eliminating platform and app fees, their "Total Cost of Ownership" dropped significantly.
- 50% Growth in Organic Traffic: The removal of URL restrictions and the boost in site speed led to a massive jump in Google search visibility across Westminster and Kensington.
- Higher Average Order Value (AOV): The premium, bespoke design increased customer trust, leading to more high-ticket sales.
Conclusion: Scaling Beyond the Template
Shopify is a great place to start, but for London brands that value ownership, performance, and long-term profitability, custom code is the only way forward. Elysian Decor no longer "rents" their digital storefront; they own a high-performance asset that grows with them.
At Custom Coded Websites, we specialize in helping businesses break free from the "App Trap" and the "Landlord" model of e-commerce. We build digital flagships that are as unique as the brands they represent.