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, integrate STORIS through custom middleware, re-architect their product catalog, and build a modern marketing and analytics foundation. 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.
The Opportunity
By modernizing the ecommerce stack, there was an opportunity to:
Make products easier to discover and compare through better catalog structure and UI
Give shoppers confidence with accurate availability, lead times, and delivery details
Reduce manual reconciliation between Shopify and STORIS
Build a marketing and analytics foundation that could support sustained online growth
Experiment with newer capabilities like AI-powered conversational search and deeper conversion attribution
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.
Systems integration: Building and operating middleware between Shopify and STORIS for catalog, inventory, and orders.
Data & catalog architecture: Re-structuring product and variant data with Shopify metafields to support richer merchandising and PDPs/PLPs.
Marketing & analytics enablement: Implementing GA4, Google Merchant Center, Klaviyo, and PPC/SEO foundations.
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. Discovery & Catalog Re-Architecture
We began by examining the existing catalog, STORIS data structures, and how shoppers actually browse and buy. This informed a new catalog model in Shopify:
Designing product and variant metafields to capture dimensions, materials, finishes, policies, badges, and lead-time details.
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, 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- 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. Marketing & Analytics Foundation
With the new Shopify and STORIS integration in place, Endertech focused on giving Today’s Patio a stronger marketing and analytics foundation:
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.
These efforts turned the site into a platform that marketing and merchandising teams could actively use to drive growth.
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.
Complexity Handled
Several aspects of this engagement demonstrate Endertech’s ability to work through non-trivial ecommerce complexity:
Intricate catalog & data modeling with extensive metafields, variant-level data, kit/component logic, and multiple images per variant.
ERP integration that goes beyond simple syncs, including order insert/update rules, fulfillment state mapping, and location-based inventory strategies.
Availability & lead-time logic requiring middleware ATP endpoints, PDP fallbacks, and ZIP-code–aware messaging.
Analytics ecosystem integration across GA4, Google Merchant Center, Google Ads, Klaviyo, and review systems.
Conversational AI tied to real catalog data, not a siloed chat tool.
Offline conversion tracking that bridges ERP events and ad platforms through a controlled data pipeline.
Results & Business Value
While specific figures are sensitive, both the existing portfolio entry and client-reported context agree on a strong pattern: the new Shopify + STORIS + marketing stack has supported significant online revenue growth compared to the prior WooCommerce implementation and continued year-over-year gains.
Qualitatively, the business now benefits from:
A scalable Shopify foundation aligned with how STORIS manages products, orders, and inventory.
Cleaner, more consistent catalog data that supports filters, feeds, and rich PDP/PLP experiences.
Decision-ready product pages that reduce friction for customers evaluating higher-ticket purchases.
Reduced manual effort in reconciling ecommerce and ERP data thanks to middleware-based sync jobs.
A modern analytics and marketing stack that supports disciplined PPC, email, and SEO efforts.
New capabilities like conversational search and offline conversion tracking that provide competitive differentiation and better measurement.
An ongoing support and optimization model with maintenance sprints and iterative improvements rather than one-off launches.
Why This Work Matters
Many retailers considering Shopify have similar concerns: complex catalogs, entrenched ERPs, multi-location operations, and the need for clearer marketing attribution. Today’s Patio’s journey shows that it is possible to:
Move from a constrained legacy ecommerce implementation to a flexible Shopify architecture.
Integrate deeply with an ERP like STORIS while still delivering a polished consumer-grade storefront.
Turn catalog complexity into an advantage with richer product data and decision-ready PDPs.
Layer on AI-driven discovery and sophisticated analytics once a solid foundation is in place.
For prospects with similar needs, this case demonstrates Endertech’s ability to balance platform migration, systems integration, catalog design, marketing infrastructure, and ongoing innovation.
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
Analytics, Tagging, and Marketing Enablement
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.