When a brand with over 60 years of treasure-hunting history knocks on your door, you don’t say no — you grab your shovel and start digging. That’s exactly what we at Omnycode did when we met the passionate folks at Kellyco Metal Detectors.
A Bit of Treasure-Hunting History
Kellyco has been the go-to destination for metal-detecting gear since 1955. They’ve been part of incredible discoveries — think Spanish silver treasure coins, pirate lore, and beach finds that could rival Indiana Jones’ diary. But even the most legendary explorers sometimes need a new map, and Kellyco’s e-commerce adventure was ready for its next big leap.
Their Magento website had served its time, but as the business grew, it became obvious that the platform couldn’t satisfy all of their requirements.
Why Kellyco Wanted to Migrate from Magento
Here’s what pushed Kellyco to consider a store migration:
- The cost of maintaining their Magento website was skyrocketing
- Business growth was outpacing their tech infrastructure
- They needed a better way to manage B2B, B2C, and dropshipping under one system
- Website performance was poor, and improvements were limited
The Big Challenge: 10 Years of Data and Complex Ops
Migrating an e-commerce store is never a copy-paste job — in our case, the stakes were especially high. Omnycode team needed to migrate:
- Over 350,000 orders
- A massive customer database that has been collected for over a decade
- Years of blog content and downloadable resources
And that’s before we even touch the business architecture. Kellyco’s operations were spread across multiple tools. Manual syncing, inefficient fulfillment, and inventory chaos made it nearly impossible to scale.
We came in as an e-commerce development agency but quickly became a full-on strategy partner.
Project Snapshot: 5.5 Months, 7 Experts, Countless Coffees
From Chaos to Clarity: Rebuilding the Business Structure
At first, Kellyco was hesitant to significantly change its business structure. They knew their current system was inconvenient, but they didn’t believe that there was a better way to simplify operations and keep every channel under one roof.
We are happy that the company allowed us to prove otherwise.
Before:
- B2B, B2C, and dropshipping were managed separately
- No unified source of truth
- Manual processes everywhere
After:
- Ordoro and BigCommerce work together as the central hub
- Orders, inventory, and shipments managed in one place
- Automated processes for forecasting, fulfillment, and vendor coordination
Ordoro played a pivotal role. It became the master key to Kellyco’s business structure, syncing the BigCommerce website with all 3rd party services and necessary platforms.
This wasn’t just a store migration. It was a business architecture transformation.
Custom Features? Oh, We Had Fun
Kellyco had dreams. Omnycode had the technical expertise to make these dreams come true.
Dynamic Product Bundles
The old website couldn’t provide a sufficient system for Kellyco’s key product type — bundles. We developed a custom bundle builder that lets Kellyco:
- Create bundles from individual SKUs
- Display each item’s image and title on the frontend
- Track inventory for each bundle item
Now, bundles are a breeze to manage, and look great too.
Treasure Gallery
Metal detecting is more than a hobby. It’s a lifestyle.
We built a Treasure Gallery — where customers can upload their real-life finds, tell their stories, and be featured on Kellyco’s website.
It’s more than UGC — it’s community building. And it’s a beautiful brand differentiator.
The Results: Efficiency, Scalability, and a Happy Client
- Migrated 10+ years of data
- Rebuilt the entire digital business architecture
- Improved performance and UX
- Created scalable inventory and order management for BigCommerce
- Reduced manual work and operational costs
- Strengthened community engagement
- Built a well-optimized and custom-designed BigCommerce store from scratch
Now, Kellyco can focus on what they do best: helping people find treasure.
Final Thoughts (And a Toast to the Future)
At Omnycode, we don’t just build stores—we build e-commerce ecosystems. This project wasn’t just about store migration. It’s about setting up the brand for the next chapter of growth and providing a complex solution tailored to the client’s needs.
We’re proud of what we built with Kellyco—and even prouder of the trust they placed in us.
Looking for your own e-commerce transformation?
Let’s talk.