Anna Lotan USA: Moving to Shopify

Why Shopify, and why now. Six months ago this conversation would have ended differently. Shopify's wholesale functionality was locked behind their enterprise plan at $2,300 per month. It is now included on the regular plans, which means the login to buy structure you depend on becomes built in functionality instead of custom code that has to be maintained. That is the change that makes this worth doing.

Shopify Starter Site

$7,500

A search driven Shopify build, including strategic SEO integration, competitive analysis, and keyword research to grow online revenue. Fixed price. This is the foundation: your catalog, your brand, payments, shipping, and tracking, on a platform that is ready to sell.

Included		What it involves
1	Competitive analysis and keyword research	Review of how competing professional skincare brands are found and positioned in search, and the keyword research that drives how your catalog is organized and written.
2	SEO architecture and redirect map	Your collection and product structure planned around what people actually search for, rather than carried over as is. Shopify uses a different address structure than WordPress, so every existing page gets mapped to its new home. Done properly this protects the rankings you already have. Done poorly it is the most common way a platform move loses traffic.
3	Storefront build	Your store built on Shopify and styled to match the Anna Lotan brand, including home page, collection pages, product pages, cart, and the content pages that carry over.
4	Product migration	Your full catalog moved across with variants, images, descriptions, pricing, and inventory. Reviewed for accuracy rather than dumped and hoped for.
5	Shop Pay and payment setup	Processing consolidated onto Shopify Payments, which includes Shop Pay. You currently run three separate gateways. One processor means one reconciliation, better rates, and a faster checkout for returning professionals.
6	Shipping setup	Carriers, rates, zones, packaging rules, and local pickup configured and tested against real orders before launch.
7	Analytics and tracking	Google Analytics, Search Console, and Google Ads conversion tracking installed and verified. Your current setup is only partly connected, so several months of reporting are incomplete. This corrects that.
8	Launch	Staged launch with domain cutover, redirects live, and a full pass across checkout, shipping, and email delivery before the switch is made.

Flexible Marketing Account

Starting at $7,500

You place money on account. We estimate each item with you and set the order together, then work down the list, drawing against the balance as each piece is completed. You approve before anything starts, and you top up only when you choose to. Everything below is what we would expect to work through first. Effort is rated relative to the other items rather than priced line by line, because the early items sharpen the estimates on the later ones. An opening balance of $7,500 is expected to cover the first four: wholesale setup, customer transition, form creation, and Klaviyo. The rest is sequenced as you choose.

Customization		What it involves	Effort
1	Wholesale and price level setup	Your professional pricing rebuilt using Shopify's native wholesale tools: company profiles, price levels, order minimums, case quantities, and pricing hidden from the public. This replaces the custom code currently doing that job on your site, which means it stops being something that can break.	Moderate
2	Customer transition	Bring your existing professional accounts into Shopify with their approval status and price level intact, then invite each of them to set a password. Passwords cannot move between platforms, so this is a designed campaign rather than a single email: staged invitations, reminders for those who have not activated, a clear explanation of what changed, and reporting on who has come across.	Moderate to Heavy
3	Form creation	Your professional application form, license verification, approval workflow, and the get to know you profile questions, rebuilt on Shopify along with the notifications that go with them and the step that assigns the correct price level on approval.	Moderate
4	Klaviyo assistance	Klaviyo connected directly to Shopify rather than routed through a third tool. This is a real upgrade: Klaviyo's Shopify integration carries far more data than its WordPress one, which means better segmentation by price level and purchase history, and abandoned cart and win back flows that know who they are talking to.	Moderate
5	Product template customizations	Product pages built around how your line is actually sold: ingredient and specification detail, professional use notes, sizes and kit configurations, related and complementary products, and anything that should appear only for approved professionals.	Moderate
6	QuickBooks connection	We would start with Intuit's own Shopify connector, available in the QuickBooks App Store, since a first party tool means one less vendor in the chain. If it falls short of what your books need, there are stronger options including MyWorks, which you already use today. Either way we rebuild the mappings, run parallel checks against real orders, and confirm with your bookkeeper before we rely on it.	Light to Moderate
7	eFulfillment Service integration	Orders flowing automatically to your fulfillment partner, tracking flowing back to your customers, and inventory levels syncing to the store with low stock alerts. Configured and tested against live orders.	Light to Moderate
8	AI customer service chat	Shopify now includes an AI agent trained on your own catalog and policies at no additional cost. We would configure and test that first, including the tone and the limits on what it is allowed to say. If it falls short for your needs, we move to a paid tool such as Chatbase. No reason to pay before we know whether you need to.	Light
9	Event ticketing	Your training events currently sell through a WordPress specific ticketing tool that does not exist on Shopify. We would look at how you run events today, then either connect an outside ticketing system to the store or rebuild it using Shopify products with attendee details captured at checkout. This one starts with a conversation rather than an estimate.	To be scoped
10	Transactional and notification email	Order confirmations, shipping notices, approval and welcome messages rebuilt on your brand and, importantly, authenticated properly so they reach the inbox. Email delivery has been an ongoing issue and a platform move is the right moment to fix it at the root.	Light to Moderate
11	Ongoing SEO and content	Post launch monitoring of rankings and redirects, plus the product and category copy that keyword research says is worth writing. The first ninety days after a move are when this matters most.	Ongoing
12	Reserve for what we find	Every site of this age carries functionality nobody documented. We hold part of the balance for what surfaces during the build, so a discovery does not become a change order conversation.	Held in reserve

Worth knowing

Three price levels is the line to watch. Shopify's regular plans support up to three price levels, with an unlimited number of accounts inside them. Based on how your pricing is currently structured we expect you are already within that, which keeps you on a plan at roughly $80 to $300 per month depending on volume, rather than the enterprise tier. We confirm this before the build begins, and it is the one finding that would change the shape of this proposal.

Passwords are the real launch risk, and it is not a Shopify problem. No platform can carry passwords to another platform. That is true of every migration, in every direction. What separates a smooth launch from a rough one is whether the reactivation is planned as a campaign or discovered on launch day. We treat it as a campaign, which is why customer transition sits near the top of the list.

What you stop paying for and stop maintaining. Your site currently runs 62 active plugins, with real duplication among them, and security tooling that is switched off. Most of that stack exists to do things Shopify does natively: security, caching, backups, wholesale pricing, and payment handling. Some plugin licenses go away. Some are replaced by Shopify apps, which are more often paid than WordPress plugins are, so we would expect a modest ongoing app cost. The larger saving is in maintenance rather than licenses.

The order is deliberate. The starter site can be built and reviewed while the customizations are still being scoped, and several of them depend on it existing. We would not wait for a complete plan before starting, and you would see the store take shape early rather than at the end.

What we need to get started

SiteGround admin access, including backups and FTP
A list of your current price levels and who sits in each
A Klaviyo admin user
A short screen share on QuickBooks with your bookkeeper
eFulfillment Service account access
Brand assets: logo files, fonts, and photography

Later, not needed to begin: Google access for Analytics, Tag Manager, Business Profile, and Ads. Domain registrar access ahead of launch.

Not included

Shopify subscription, apps, and third party licenses, billed at cost and paid directly by you
Accounting and tax advice. Your bookkeeper decides what QuickBooks holds
Photography, video, and new brand creative
Paid media budget
Warehouse and fulfillment operations
Outcomes that depend on another vendor's response

Initial investment

Shopify Starter Site	Fixed price. A complete, search ready store with your catalog, brand, payments, shipping, and tracking in place.	$7,500
Flexible Marketing Account	Opening balance. Drawn against as each customization is estimated, approved, and completed. Topped up only when you choose to.	$7,500
Total to begin	Half of it is a finished store. The other half you spend one approved task at a time.	$15,000

Shopify subscription, apps, and third party licenses are billed at cost and paid directly by you. Expect the Shopify plan itself to run roughly $80 to $300 per month depending on volume.