Today’s Patio, a regional outdoor furniture retailer, needed more than a basic ecommerce redesign. Their existing WooCommerce site struggled with a complex product catalog, limited integration with their STORIS ERP, and a marketing stack that made it hard to understand which efforts were truly driving revenue.
Endertech partnered with Today’s Patio to migrate to Shopify, optimize and migrate a complex product catalog so shoppers and search engines can find products, integrate STORIS through custom middleware, and keep driving growth through ongoing performance marketing. Over time, the partnership expanded to include conversational product search ("Pat AI") and an offline conversion tracking pipeline that ties ERP order data back to Google Ads.
Client Context
Today’s Patio sells higher-consideration outdoor furniture and accessories across multiple locations. Their team depends on STORIS as the system of record for products, inventory, orders, and customers, while the ecommerce site must:
Show accurate availability and lead times for configurable furniture sets and variants
Reflect complex product attributes, kits, and components
Support store and delivery rules by location
Provide marketing and merchandising flexibility for a growing online channel
The WooCommerce implementation in place at the start of the engagement made these goals difficult to achieve and to scale.
The Challenge
The business challenges centered on three main areas:
Complex catalog & decision-heavy products. Today’s Patio carries configurable sets, collections, finishes, and fabrics. The legacy catalog structure and data quality made it hard to manage variants, present clear specs, and power modern filters and merchandising.
Disconnected systems and manual work. STORIS held critical product, inventory, and order data, but the ecommerce site was not tightly integrated. Staff had to reconcile data across systems, and online shoppers could not always trust availability or lead-time messaging.
Limited marketing visibility. Analytics, feeds, and campaign tracking were fragmented. The team lacked a unified view of how Google Ads, Merchant Center, and email were contributing to online revenue—especially for orders ultimately managed in STORIS.
To unlock growth, Today’s Patio needed a cohesive Shopify-based platform that could handle catalog complexity, integrate reliably with STORIS, and support disciplined digital marketing.
Endertech’s Role
Endertech served as Today’s Patio’s technical and digital partner across multiple phases:
Platform modernization: Migrating from WooCommerce to Shopify and designing the new storefront experience.
Catalog optimization & migration: Restructuring product and variant data with Shopify metafields so products are easier to find on the site and in search.
Systems integration: Building and operating middleware between Shopify and STORIS for catalog, inventory, and orders.
Ongoing performance marketing: Google Ads, Shopping, SEO, and Klaviyo email, built on GA4 and Google Merchant Center.
Innovation & optimization: Adding conversational search and an offline conversion pipeline for Google Ads, along with ongoing maintenance and enhancement sprints.
Our Approach
Rather than treat this as a simple redesign, Endertech approached the work as an ecommerce operations and data project, with Shopify at the center.
1. Catalog Optimization & Migration
A large share of the project was catalog work. We examined the existing catalog, STORIS data structures, and how shoppers actually browse and buy, then rebuilt and migrated the catalog in Shopify so products are easy to find on the site and in search engines:
Designing product and variant metafields to capture dimensions, materials, finishes, policies, badges, lead-time details, and multiple images per variant.
Planning kit and component behavior so sets and collections could be represented in ways that still map cleanly to STORIS.
Defining how product data would power filters, search facets, organic search, and feeds for Google Merchant Center and other channels.
2. Shopify Storefront UX & Implementation
With the data model defined, Endertech implemented a modern Shopify storefront including:
Product listing pages (PLPs) with meaningful filters and visual merchandising.
Product detail pages (PDPs) that present decision-ready information: specifications tables, fabric/finish options, badges, and policy details.
Improved messaging around lead times, availability, and delivery options so customers know what to expect before adding to cart.
Checkout testing and refinement to ensure Shopify’s flows worked with Today’s Patio’s order and fulfillment practices.
3. STORIS–Shopify Middleware Integration
To connect the ecommerce front end with STORIS, Endertech implemented and iterated on a custom middleware layer. Key capabilities included:
Variant and catalog imports: Regular jobs to sync product and variant data from STORIS into Shopify and keep key attributes current.
Order insert and update flows: Ensuring online orders are written back to STORIS, with logic for when and how orders are marked fulfilled based on tracking and status codes.
Location-aware inventory syncing: Synchronizing availability selectively by store/location so the site reflects how inventory is actually managed.
4. Available-to-Promise (ATP) & Availability Messaging
Outdoor furniture often involves lead times. To avoid over-promising, Endertech implemented an Available-to-Promise (ATP) solution:
Middleware ATP proxy endpoints surface up-to-date availability and lead-time information.
PDPs call these endpoints in the browser to show location-, ZIP-code-, and product-specific availability messaging.
Fallback logic ensures the site still provides helpful information even when ATP data is unavailable.
This combination helps Today’s Patio set accurate customer expectations while leveraging STORIS as the source of truth.
5. Ongoing Performance Marketing
Since launch, Endertech has run ongoing performance marketing for Today’s Patio, built on the rebuilt catalog and synced order data:
GA4 implementation tailored to ecommerce events and key funnels.
Google Merchant Center setup and cleanup, including structured product feeds based on the re-architected catalog.
Google Ads / PPC campaign support and ongoing refinement informed by analytics data.
SEO improvements to support organic discovery and capitalize on the new site structure.
Klaviyo setup and flows including post-purchase engagement, powered by synced order and customer data.
Review system configuration to surface social proof across PDPs.
This ongoing work, not a one-time launch, is what keeps online revenue growing.
Conversational Search: “Pat AI”
As the core platform matured, Today’s Patio wanted to experiment with AI to improve product discovery—especially for customers browsing complex combinations of sets, fabrics, and accessories.
Bringing Product Intelligence into the Chat Experience
Through the Today’s Patio Conversational Search project, Endertech:
Set up hosting for a dedicated chat application and delivery script.
Implemented a Shopify app installation and configuration mechanism to manage settings and connectivity.
Added a chat icon to the site header so visitors can easily engage the AI assistant.
Integrated prompts and branding specific to Today’s Patio’s tone, policies, and product lines.
Crucially, this was not a generic chatbot. The backlog includes work to surface product attributes and badges—such as free shipping, special promotions, or collection markers—inside the chat experience. This allows the AI assistant to answer questions with meaningful product context drawn from the same catalog structures used by PDPs and PLPs.
Offline Conversion Tracking for Google Ads
For a retailer whose ERP is central to operations, many important signals of success happen beyond a single web session. To better understand how online advertising influences orders managed through STORIS, Endertech implemented a dedicated offline conversion tracking pipeline.
From STORIS Order Webhook to Google Ads
The Today’s Patio Offline Conversion Tracking project defined an end-to-end flow:
Listen to the STORIS OrderWritten webhook when new or updated orders are recorded.
Transform and enrich the order data into a format suitable for offline conversion uploads—hashing and normalizing identifiers where needed for privacy.
Write conversion rows to a Google Sheet configured as an offline data source for Google Ads.
Implement a real-time writer service and supporting tests, along with user acceptance testing, deployment steps, and documentation.
This approach lets Today’s Patio connect ERP-confirmed orders back to ad interactions while respecting data protection practices, giving their marketing team a clearer picture of advertising performance across the full purchase journey.
Results & Business Value
Online revenue has more than doubled since the move to Shopify in 2023, and ongoing performance marketing keeps it growing.
The business also benefits from:
Cleaner, more consistent catalog data that makes products easier to find on the site and in search.
Decision-ready product pages that reduce friction for customers evaluating higher-ticket purchases.
A scalable Shopify foundation that stays in sync with their ERP, with less manual reconciliation.
An ongoing performance marketing partnership that keeps driving growth.
Conversational search and offline conversion tracking for better product discovery and ad measurement.
Related Services
Endertech offers services that align closely with this work, including:
Shopify Development & Storefront UX
ERP & Systems Integration (including STORIS)
Catalog Data Architecture & Migration
Custom Middleware & API Development
Ongoing Performance Marketing & Analytics
AI Product Discovery & Conversational Search
Ongoing Ecommerce Maintenance & Optimization
If your ecommerce operations involve complex products, an entrenched ERP, or growing marketing demands, Endertech can help you design, build, and evolve a platform that supports long-term growth.