Legacy Platform Rebuild on Magento 2 & Hyvä Modernizes Fundraising Sales and Drives +137% Conversions

Fundraising and group sales don’t usually fit neatly within standard eCommerce platforms. They are often thought to be too complex to automate, since they typically rely on manual processes. Purdys set out to prove it could be done differently.

In Purdys’ case, a decades-old custom setup was no longer enough to support their ambitions. That’s why the heritage chocolatier partnered with scandiweb to rebuild its digital foundation on Adobe Commerce and Hyvä. Now, the platform supports both everyday shoppers and campaign coordinators through a faster, more reliable, and easier-to-manage system. Here’s how we achieved it together.

About

Purdys Chocolatier has been known across Canada for its chocolates since 1907. Over 117 years, the company has grown into 81 retail stores with around 1,600 employees.

Beyond its retail and eCommerce operations, Purdys runs two coordinator-led sales models. Fundraising programs allow schools, clubs, and community groups to sell chocolates and keep a percentage of the sales. Group Savings programs give organizations and communities the chance to order in bulk at discounted prices. These programs had been running on a 20-year-old custom-built system maintained by a single developer, with manual workflows and limited visibility across sales and inventory.

Purdys partnered with scandiweb to rebuild its Group and Fundraising (GnF) programs on Adobe Commerce with Hyvä and later redesign purdys.com on the same stack. This made Purdys an especially exciting client for scandiweb because it was not just a site migration but an opportunity to reimagine how non-standard commerce models can be run on Magento.

Project goals

Purdys wanted to:

• Replatform their GnF programs to Adobe Commerce
• Give coordinators and supporters full control through built-in tools for Seasons, Delivery Calendar, Withdrawals, and Campaign management
• Migrate all legacy data from the old system to maintain customer and campaign history
• Redesign the main purdys.com storefront on Hyvä
• Connect all systems (ERP, WMS, bank, and Klaviyo) so orders, payments, and emails work together automatically
• Implement SEO and tracking foundations for the GnF sites, and a full technical SEO and analytics setup for purdys.com on Hyvä
• Add analytics and reporting across all sites
• Keep all platforms fast, reliable, and ready for peak holiday sales.

Approach

Modernizing Purdys’ digital ecosystem required two large, interconnected projects. Rebuilding the GnF programs under Project Fluffle and redesigning the main purdys.com storefront with Hyvä. Both aimed to unify sales channels, improve usability, and build a faster, more reliable foundation on Adobe Commerce.

Because both projects shared the same infrastructure and went live close together, the teams needed tight coordination and careful planning to keep timelines aligned and prevent environment conflicts.

Group & Fundraising platform

The legacy Group and Fundraising system was rebuilt on Adobe Commerce with Hyvä under the same instance as purdys.com, creating a unified platform for retail, group, and fundraising sales. This setup required deep customization to replicate Purdys’ nonstandard business logic while maintaining site performance and data consistency.

Designs were provided by Purdys, while scandiweb implemented and extended them, refining the UX of the My Campaigns section and e-transfer compensation flow for clarity and ease of use.

To support Purdys’ unique sales models, scandiweb built custom functionality for Seasons, Campaigns, Delivery Calendars, and Withdrawals, allowing the staff to manage every stage of a program directly in the Magento admin panel without developer support. They can also plan dates through the Delivery Calendar and manage payout requests via Withdrawals.

Coordinators can also launch and run campaigns independently:

1. They register and fill out a form with campaign details like name, description, end date, image, and delivery address.
2. The system generates a dedicated campaign page and public URL.
3. Supporters visit the page, browse products, and place orders, each one automatically linked to the campaign.

For fundraising programs, a portion of sales is automatically transferred to coordinators via the bank integration as an e-transfer. For group savings, supporters buy at discounted prices, and coordinators receive a smaller margin.

ERP (Syteline) and WMS integrations were reworked to handle GnF-specific data, while a bank integration automated coordinator compensation through e-transfer. Klaviyo was added for targeted campaign communication, and legacy data was migrated to preserve customer and sales history.

Throughout the project, Adobe Cloud’s shared integration and production environments posed deployment challenges, requiring extra testing and coordination with Adobe support to ensure stable go-live performance.

Website redesign on Hyvä

For Purdy’s main storefront, the goal was to replace the legacy Luma frontend with a faster, cleaner, and more flexible experience using Hyvä. The redesign ran in parallel with the Fluffle project, which demanded close synchronization to avoid overlap in code and configurations.

The team redesigned purdys.com end-to-end, improving visual design, navigation, and performance. A major highlight was the complete overhaul of the Build-A-Box feature, rebuilt with a custom “mix and match” extension that made it faster and easier to use.

Other key improvements included restyling FireCheckout for both regular and multi-shipping orders, and implementing Adobe Live Search alongside Amasty Layered Navigation to improve product discovery. The site now offers a faster and more consistent browsing and checkout experience, which has already increased customer engagement and conversion rates.

The Hyvä frontend was optimized for speed and performance, prepared to handle high traffic smoothly during the busiest holiday periods. Despite shared environments and ERP testing dependencies, both teams maintained the schedule and delivered a stable go-live, later recognized by Purdys as the best in the company’s history.

Also read:
Hyvä Commerce Case Study: A High-Performance Store for ATX Fitness’ U.S. Launch

Analytics and tracking setup

scandiweb set up a new analytics framework tailored for the Hyvä environment. The Weltpixel module was implemented to generate a dataLayer for eCommerce tracking, sending data to Google Analytics 4 through the Measurement Protocol for more accurate, server-side reporting. The existing Google Tag Manager container continues to handle marketing tags for Google Ads, Bing, META, Pinterest, and TikTok.

To meet privacy requirements, a CookieScript consent banner was added to manage user permissions and keep all tracking compliant with privacy requirements. The new setup preserved Purdys’ existing data while improving precision and regulatory compliance across platforms.

For the GnF sites, Looker Studio dashboards and M2BI integration were introduced to visualize campaign performance, coordinator activity, and sales data in real time. This gave Purdys full visibility into program results – something the legacy system lacked.

Search engine optimization

For the Hyvä migration, scandiweb improved technical SEO by installing and configuring the Mageworx SEO extension. This included adding canonical, Open Graph, and Twitter tags, applying NOINDEX to low-value pages, and implementing structured data for breadcrumbs, organization, and product details. These updates created a cleaner SEO structure and made purdys.com eligible for rich snippets in search results.

For the Group and Fundraising sites, SEO tracking was introduced for the first time. The new setup ensured the sites could be properly indexed, measured, and analyzed, laying the groundwork for further optimization after the BETA phase.

Results

Both projects were completed on schedule and now run under the same Adobe Commerce setup that powers Purdys’ retail, fundraising, and group sales.

Project Fluffle entered its BETA phase with key functionality live and stable. Even at this stage, core improvements are already in place:

• Coordinators and staff can now create and manage seasons, campaigns, and payouts directly in Magento without developer support
• Fundraising and group campaigns can be launched by any user, with every order automatically linked and tracked
• A single login and ERP connection keep customer activity, orders, and financial data consistent across programs, while WMS flows have been updated for Group and Fundraising specifics
• SEO and analytics tracking are active for the first time, with Looker Studio dashboards running and M2BI integration in progress.

The Hyvä redesign of purdys.com went live after four months of development and was described by the client as the best go-live in their history. The site now loads faster, is easier to navigate, and performs better across every key metric, delivering:

• +136.5% conversion rate
• +23.7% transactions
• +32.3% revenue
• -25% bounce rate
• +45.9% average session duration.

From an SEO perspective, the Hyvä migration showed strong results within the first month after launch:

• +19.7% clicks MoM
• +11.3% impressions MoM
• +25.9% revenue YoY from organic traffic.

This complex, two-part project replaced a 20-year-old custom system with a unified setup that’s easier to manage, built for growth, and already delivering the highest conversion rates in Purdys’ history – a result we’re proud to have achieved together.

Running a unique sales model or still operating on a legacy platform? scandiweb is the most certified Adobe Commerce and Hyvä agency, helping brands modernize legacy platforms and complex sales systems. Reach out to us to get a 90-day blueprint that sets a clear path for your modernization project.

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