Protected: From Migration to 2× Sales: The Revel Bikes Shopify Plus Story

Adex Labs, a Shopify Plus Partner sees ecommerce migrations as more than just platform changes. They are opportunities to build a stronger digital foundation—one that simplifies operations, improves the customer experience, and positions a business for its next stage of growth.

About Revel Bikes

Founded in 2019, Revel Bikes began with mountain bikes and later expanded into gravel, titanium bikes, wheels, components, and accessories.

Its product portfolio includes models such as the Rascal, Ranger, Ritual, Tirade, Rover and El Jefe, giving customers a range of options across different riding categories.

This Colorado-based bicycle brand, known for its performance-focused bikes and CBF™ suspension platform, entered a new phase in 2025 when founder Adam Miller reacquired the company and relaunched it with a leaner, more direct-to-consumer strategy.

Because premium bicycles are high-consideration purchases, Revel’s ecommerce experience needs to provide customers with detailed product information, specifications, pricing, availability, shipping, and return information before they make a decision.

This makes ecommerce an important part of Revel’s overall DTC strategy.

When Revel Bikes came to Shopify Plus Partner, Adex Labs, they had a good product, a loyal customer base, and a website that was quietly holding them back. As part of this transformation, Revel moved its ecommerce operation from WordPress and WooCommerce to Shopify. Their WooCommerce store had served them well in the early days, but as traffic grew, the platform started to miss some opportunities. Adex Labs’s was to move them to Shopify Plus without losing SEO rankings, customer data, or a single day of sales, and to set the store up for real growth.

Here’s how we approached it, and what happened next.

The Turning Point: Rethinking the Business Model

Revel Bikes went through a significant business transition when founder Adam Miller reacquired the company in 2025.

The business was relaunched with a leaner operating structure and a stronger direct-to-consumer focus.

Rather than simply rebuilding the previous business model, the relaunch created an opportunity to reconsider how the company operated—from pricing and fulfillment to technology and ecommerce infrastructure.

This is an important distinction.

Many ecommerce brands approach a website migration as a technical project:

“We need a new ecommerce platform.”

But Revel’s journey suggests a much broader objective:

“We need an ecommerce operation that is simpler, more efficient and better aligned with the business we are building next.”

That shift in thinking is one of the strongest lessons from Revel Bikes’ growth story.

The challenge: moving beyond the current platform

When Adex Labs started conversion with Revel, its store was built on WordPress and WooCommerce. WooCommerce offers flexibility, but a WordPress-based store also requires ongoing management of hosting, plugins, updates, security, integrations and development.

For Revel, the timing mattered. The company was rebuilding around a leaner operating model and a stronger DTC focus, which made operational simplicity increasingly valuable.

Adex Labs treated the project as more than a replacement for WooCommerce &  goal was an ecommerce foundation that matched the company’s new direction.

How Adex Labs Helped Revel Bikes Grow

Adex Labs believe a successful ecommerce migration should do more than move a website to a new platform. It should eliminate operational friction, improve the customer experience, and create a stronger foundation for business growth.

When Adex Labs partnered with Revel Bikes, the company was transitioning toward a leaner operating model and a stronger direct-to-consumer (DTC) focus.

Adex Labs helped Revel move to Shopify Plus and improve its ecommerce operations, focusing on two key areas: a strategic migration and postlaunch optimization.

1. Strategic Migration to Shopify Plus

Here is what Adex Labs did differently for Revel Bike

Executing a Business-Critical Migration

Migrating Revel to Shopify Plus involved much more than transferring products to a new platform.

The ecommerce operation needed to support the company’s products, customers, and day-to-day workflows while protecting important business assets.

Our migration considerations included:

• Product information, bicycle specifications, and variants
• Components, pricing, imagery, and collections
• Product availability and inventory information
• Customer data and order history
• Payments and shipping workflows
• Accounting and other business integrations
• Analytics and tracking
• SEO, URL structures, and redirects

A Revel ecommerce manager described the migration as “time intensive & complicated.”

That reflects the complexity of replatforming an established ecommerce business. Every part of the migration needs to be considered in the context of both the customer experience and the underlying operation.

At Adex Labs, we approach replatforming as a business transformation project, not simply a website redesign.

2. Rebuilding the Customer Experience with a Custom Bike Configurator

Buying a premium bicycle is a highly considered decision. Customers want to understand a bike’s performance, compare specifications, and choose a configuration that matches their riding style and preferences.

For Revel Bikes, a standard product page wasn’t enough to deliver the level of customization customers expected.

Adex Labs developed custom bike configurator functionality that allows customers to customize their bikes directly on the website. Instead of simply selecting a product and proceeding to checkout, customers can interact with the configuration experience and personalize their bike before making a purchase.

This transformed the product selection process into a more engaging and customer-centric experience.

The experience supports a more natural buying journey:

Discover → Explore → Customize → Select → Purchase

• Discover: Explore Revel’s bicycle lineup and find a model that matches their needs.
• Explore: Understand the bike’s specifications, features, technology, and performance characteristics.
• Customize: Use the custom configurator to personalize their bike by selecting from the available configuration options.
• Select: Review their preferred configuration and prepare to move forward with their purchase.
• Purchase: Continue through a streamlined ecommerce journey to checkout.

Making Premium Bike Buying More Personal

The configurator addresses an important challenge in selling high-value, technical products online: helping customers move from researching a product to building a configuration that feels right for them.

By bringing bike customization directly into the ecommerce experience, Adex Labs helped Revel create a more interactive way for customers to engage with its products.

For premium brands, this is more than a product-page enhancement. It connects product discovery, personalization, and purchasing in one cohesive digital experience, giving customers a more active role in choosing the product they want.

3. Lowered technical overhead

Shopify manages much of the underlying ecommerce infrastructure, reducing the burden of maintaining a self-hosted platform. This allows teams to spend less time managing technical issues and more time on marketing, merchandising, and customer experience.

4. Centralized ecommerce management

Products, orders, customers, payments, and other core ecommerce activities can be managed within a centralized platform where shopify is acting as a central hub for different sales channels, helping simplify day-to-day operations.

5. A streamlined checkout experience

Optimized checkout with support for Shop Pay, digital wallets, and other payment options, helping create a smoother purchasing experience.

6. Customization and automation

Shopify Plus capabilities, including checkout extensibility, Shopify Flow, provide opportunities to build custom functionality and automate workflows without relying on a large collection of plugins.

7. Integration with business systems

An ecommerce platform must work seamlessly with the wider business. Accounting, fulfillment, inventory, analytics, marketing, and customer-service systems all play a role in an efficient operation.

8. Store Speed Optimization

A fast-loading store creates a seamless shopping experience, reduces bounce rates, and keeps customers engaged. Optimizing page load times, images, and site performance helps customers browse products effortlessly. Faster stores reduce friction during checkout, improve user experience, and can lead to higher conversion rates and increased sales.

9 Ongoing Technical Maintenance

Shopify doesn’t need maintenance like other platforms. So, the time which used to be wasted in Hosting, updates, security patches, and bug fixes diverted towards growth-focused activities.

Postlaunch: Turning the Migration into a Growth Opportunity

Launching the new Shopify Plus store was an important milestone, but the broader objective was to help Revel build a more efficient ecommerce operation and create opportunities for continued growth.

1.Email Marketing Automation

Email marketing automation is helping Revel Bikes  nurture leads, recover abandoned carts, and encourage repeat purchases through personalized, timely communication. For Revel Bikes, automated email flows can re-engage interested shoppers, recover lost sales, and drive repeat conversions.

2. Optimizing UI & Customer Experience

An intuitive user interface and seamless customer experience make it easier for shoppers to explore products, compare options, and complete purchases. For Revel Bikes, improving navigation, product pages, and the checkout journey is helping reduce friction, build customer confidence, and increase conversion rates.

3. Expanding to International Market

Adex Labs helped Revel Bikes to enter the international market using Shopify Markets by enabling brands to sell across multiple countries with localized shopping experiences, currencies, and market-specific pricing. For Revel Bikes, Shopify’s international selling capabilities help streamline cross-border sales, with duties and import taxes manageable at checkout through supported configurations—reducing manual work and making global expansion easier.

4. Ads & Remarketing Ads

Targeted advertising attracts high-intent shoppers, while remarketing reconnects with visitors who viewed products or left without purchasing. For Revel Bikes, combining acquisition campaigns with remarketing can recover lost opportunities, improve advertising efficiency, and turn more interested visitors into customers.

What Other Ecommerce Brands Can Learn

Revel Bikes’ transformation highlights three important lessons for businesses considering a migration to Shopify Plus.

1. Growth often starts with simplification.

Adding more plugins, apps, and custom functionality does not automatically create a better ecommerce operation. Reducing unnecessary technical complexity can give teams more time and flexibility to focus on growth.

2. Migration success should be measured by business outcomes.

Launching a new store is only one milestone. A successful migration should support broader objectives, such as improving the customer experience, increasing sales, reducing maintenance, and making operations more efficient.

3. Back-office automation matters as much as the storefront.

A high-performing ecommerce website is only one part of the business. Integrations that connect sales with accounting, inventory, fulfillment, and other systems can help create a more efficient and scalable operation.

4. Building a Stronger Foundation for Growth

Revel Bikes’ move from WooCommerce to Shopify Plus was about more than changing ecommerce platforms. It was an opportunity to align technology with the company’s evolving business model.

By addressing the limitations of the existing platform, rebuilding key parts of the customer journey, and supporting more efficient operations, Adex Labs helped Revel establish a stronger foundation for DTC growth.

The Results

After launching on Shopify Plus, Revel Bikes’ sales grew to 2× their previous level. That is the headline, but it came from several improvements working together.

Metric	Result
Sales / Revenue	2× increase
Conversion rate	[+X% improvement]
Page load speed	[X% faster / X seconds saved]
Mobile performance score	[Before → After]
Cart abandonment	[X% reduction]
Average order value	[+X%, if applicable]
Downtime / critical issues	[None since launch, if accurate]

What Does the Client Think?

[Replace this with Revel Bikes’ real feedback. Draft placeholder only:]
“Moving to Shopify Plus changed how we run our online business. The store is faster, checkout is smoother, and we don’t worry about the site during big sales anymore. Our sales have grown to 2×, and our team can finally focus on the brand instead of fixing the website.”

[Name, Designation, Revel Bikes]

A real quote carries far more weight than a polished one. Ask the client to speak about the migration experience, the change in day-to-day management, and the business impact, and publish it with their name and role.

Final Thoughts

Revel Bikes’ move to Shopify Plus was about removing the friction that limited a strong brand online. With a faster, more reliable store and a smoother path to purchase, sales grew to 2×. For brands facing similar platform limits, the lesson is simple: when technology stops being the bottleneck, growth gets easier.

Planning a move to Shopify? Talk to the Adex Labs team about your migration.