Ferma Gorata: a WooCommerce to Shopify migration that built €10,000 of monthly subscriptions

Who Ferma Gorata are

Ferma Gorata raise pasture-fed beef, chicken and pork on their own land in Bulgaria and deliver it fresh to the door. More than 9,000 families order from them, they run four butcher shops in Sofia and Plovdiv, and they cut and pack every order by hand the week it ships. The store sells a perishable product in a cash-on-delivery market, which shapes every decision below.

The problem

The business had outgrown its WooCommerce store. Weekly deliveries, weight-based pricing and a growing catalogue were held together with plugins, and the team wanted two things the old store could not give them: a subscription service for regular customers, and a storefront that was faster and easier to buy from on a phone. They also ranked well on Google for their core products and could not afford to lose that in a replatform.

What we built

A custom design on Shopify's Horizon theme

We designed the store from the product up: weight and price side by side on every card, a cut-by-cut category structure for beef, chicken, pork and dairy, and a homepage that gets a first-time visitor to a box or a cut in one scroll. The build sits on Shopify's Horizon theme so the team edits pages, banners and recipes themselves. Free delivery over €120, weekly dispatch and the small-batch promise run as a strip across the store, because those are the three things customers ask about.

Subscriptions, two ways

Regular customers can subscribe to one of the farm's pre-made boxes, or add whatever they want to the cart and subscribe to that exact cart. Both save 10% on every order, and both can be changed, skipped or stopped from the account page in two clicks with no contract. The subscribe-the-cart option is the one that turned occasional buyers into weekly ones.

Weighed at packing, settled in store credit

Meat is sold by weight and cut by hand, so the packed weight never matches the ordered weight exactly. Every order is weighed before it ships, and the difference is converted into store credit on the customer's account rather than a refund or a surcharge. In a cash-on-delivery market that keeps the amount collected at the door equal to the amount on the order, and it keeps the credit in the store.

SEO migration with no drop in rankings

Every WooCommerce URL got a 301 redirect to its Shopify equivalent, product by product and category by category, with titles, descriptions and structured data carried over. We watched Search Console through the cut-over and the weeks after it. Rankings for the core product terms held, and organic traffic did not dip.

Results

• €10,000 in monthly recurring revenue from subscriptions, built from zero on the old store.
• No drop in Google rankings or organic traffic through the migration.
• Weight differences settled automatically as store credit, with no manual refunds.
• A catalogue of 50+ cuts, boxes and dairy products the team manages in the theme editor.

How it is built

Shopify with a customised Horizon theme, Shopify subscriptions with a cart-to-subscription flow, store credit for weight adjustments, cash on delivery as a payment method, and a redirect map generated from the full WooCommerce URL export.