Case study · Do Amore
How Do Amore saved $251.5K and skipped the Shopify rebuild.
The savings start at $25K in year one and reach $251.5K over three years — enough to make the expensive ~$940K Shopify rebuild Do Amore was weighing unnecessary. And the store got faster doing it: engagement-ring pages 5.9s → 0.9s, order edits 8.1s → 0.67s, without giving up a single custom flow. Here's how.
Headline numbers
- $25K in year one → $251.5K direct savings over 3 years
- ~$940K → $240K vs Shopify Plus over 3 years (≈4× cheaper)
- 5.9s → 0.9s engagement-ring page load
- 8.1s → 0.67s order edit, repeat load
Engagement timeline
- Week 0 — Discovery + audit. Walked Do Amore's store — the diamond search, ring builder, partial-payments flow, and the order-management workflows the team lives in daily. Written audit + fix plan delivered.
- Week 1–2 — Front-of-store speed. Rebuilt caching and server config around the high-intent pages. Engagement-ring pages dropped 5.9s → 0.9s.
- Week 3–4 — Back-office speed + migration. Optimised the order-edit path the ops team uses all day — 8.1s → 0.67s on repeat loads. Zero-downtime migration with every custom plugin and integration intact.
- Week 5+ — One line item, ongoing. Full infrastructure, the Revenue, Builder, and Analytics AIs, and a 99.99% SLA. The Shopify migration Do Amore was pricing became unnecessary.
The context
Do Amore makes ethical, conflict-free engagement rings and funds clean-water projects with every ring sold. The business runs on deep WooCommerce customization — diamond search, a ring builder, partial payments, impact tracking, and the internal order workflows the team uses every day.
The problem wasn't the customization — it was speed. High-intent pages were running in the 5–7-second range, and the order-management screens the team worked in were painfully slow. It was starting to look like a reason to rebuild the whole store on Shopify Plus — an expensive move that would mean rebuilding every custom flow from scratch.
"With Urumi, we avoided a costly move to Shopify. We get Shopify's speed and scale while keeping the ease and open-source flexibility of WooCommerce."
Krish Himmatramka · Founder, Do Amore
The shift
In plain English: the storefront got fast and the back office got faster — without leaving WooCommerce or touching a single custom flow.
Do Amore didn't add another vendor to the stack — they moved the store onto Urumi. Scaling, performance, and feature development now run on one platform, the way Urumi runs its own products: AI-native, with Urumi's Revenue, Builder, and Analytics AIs doing the work, overseen by the people who built WooCommerce core. The work spanned the customer-facing hot paths, the internal tools the team lives in, and the roadmap:
- Caching and server configuration rebuilt around the high-intent engagement-ring pages.
- The order-edit path — used constantly by the ops team — optimised for fast repeat loads.
- New features shipped in an AI-native workflow — described in plain English, built and tested through review, not queued behind a backlog.
- Every custom plugin, custom feature, and integration migrated intact, nothing stripped or restricted.
- Cloudflare, enterprise APM, and hosting folded into a single managed layer.
Engagement-ring pages went from 5.9s to 0.9s. The order-edit screen went from 8.1s to 0.67s on repeat loads.
The outcomes
The speed wins came without a platform switch — and because scaling, performance, and feature development now run on one platform, Do Amore stopped assembling that capability piecemeal. No separate hosting, monitoring, performance, or analytics tools to buy and manage — it's one line item.
That consolidation is where the savings come from — $25K in the first year, compounding to $251.5K over three years against the fragmented hosting, engineering, analytics, and performance spend it replaced, consolidated at $80K/year. Measured against a platform switch instead, Shopify Plus modeled at roughly $940K over three years once platform fees, the app stack, and rebuilding the custom flows were counted — close to 4× Urumi's $240K.
Staying on WooCommerce with Urumi kept every custom flow the business depends on — and removed the reason to migrate at all.
What this means for stores like yours.
Do Amore's wins came from the pattern behind most "we should probably move to Shopify" conversations: a heavily customized WooCommerce store that got slow, where the real fix is performance and ownership — not a rebuild that throws away years of custom work.
The free audit starts with the same diagnostic. We look at your traffic patterns, your plugin stack, your custom code, and the exact moments your store slows down — for customers and for your team. Within a week you have a written audit + fix plan, yours to share internally, whether or not we end up running your operations.
Built by the people who built WooCommerce core.
We built WooCommerce core at Automattic — the parts that matter in production: performance, payments, reliability. Earlier, engineering at HackerRank (Y Combinator) through its enterprise scale-up. Naman led Payments and WooCommerce releases to 4.5M merchants; Vedanshu led HPOS, Taxes, and Shipping. Run by AI, overseen by the people who built WooCommerce core.
Run your store on Urumi.
Production-ready today. Built for high-traffic WooCommerce stores where downtime moves revenue.
Get a free audit · See the WooCommerce platform
Agent live · 99.99% uptime · shipping today.