American Tourister, we all know of them, right?
It’s one of those legacy merchants with products found in every Indian home.
While travel is synonymous with this merchant, this time around, the journey wasn’t involving luggage and travel accessories, traversing the world. This time, it was all about the journey of American Tourister with Marmeto into the world of e-commerce tech solutions that would satisfy the wanderlust of every developer in the world.
Did you know that American Tourister contributes 55% of Samsonite India's total sales, making it the leading brand in the company's Indian portfolio?
Previously operating on Kartify, an ANS Commerce’s proprietary e-commerce platform, the American Tourister team could view the dazzling sunset on the horizon as Kartify announced its closure. Now was not the time to pause and admire the work, but to migrate their entire D2C engine to a platform that could support and help their business grow.
The platform of choice: Shopify.
The development partner, India’s First Shopify Premier Partner, Marmeto.
With stakes incredibly high, timelines tight, and an e-commerce build on our hands, we set out to deliver a highly functional, powerful, and tech-packed online store to the American Tourister team in just 30 days.
This wasn’t just a backend migration. It was an accelerated e-commerce rebuild. One that demanded platform expertise that Marmeto excels in.
The Marmeto Effect
With a tight deadline of 30 days established from the get-go, the clock began to strike as soon as we joined hands. Marmeto’s roles in this project were clearly defined with emphasis on quality and deadline management. Within this timeframe, with a clear scope of work, task lists, and timelines, we undertook several refinements, including:
- Data migration with 100% privacy
- App integrations
- Custom solutions for the Product Cards and PDP pages
High-quality execution focused on satisfaction with high-output delivery cycles. No shortcuts and no delays. We built the best of commerce with the best of quality for American Tourister.
Insider news, a little birdie told us: 2024 was a great year for American Tourister's official Indian e-commerce platform, generating approximately US$1 million in net sales, indicating a growing online presence.
Marmeto’s Tech Solutions
While migration was stage one of this activity, it was not the only task. A powerful store experience is dependent on the tech powering it, and we came with an arsenal of solutions to make that experience foolproof for the American Tourister team.
1. Rapid Theme-Based Setup
In just 3 days, Marmeto had a theme-based Shopify store ready, branded, and structured. The foundation was modular and built for scalability, allowing American Tourister to plug in assets and workflows without friction.
2. End-to-End Data Migration
Every single data point mattered: SKUs, pricing, order history, customer details, static pages, and navigational logic. The migration was handled using a combination of email-based data handover and manual integrity checks. A dedicated Marmeto resource worked under the PM’s watch to ensure no loss, no leak, no compromise.
3. Integrated Tech Stack
This wasn’t just a plug-and-play store. Marmeto embedded the necessary integrations that powered the old setup and improved them:
- Unicommerce for inventory and OMS
- PayU for payment processing
- Wishlist, custom forms, product previews, and redirection apps
Third-party tools were categorized by function, stakeholder dependency, and deployment criticality, ensuring nothing blocked go-live.
4. Static Page Rationalization
American Tourister’s Kartify site had over 20 static pages. Marmeto created a prioritization framework to identify must-haves for launch, ensuring essential content was transferred and templated in Shopify while lower-priority assets were scheduled for Phase 2.
5. No Downtime, Full Control
The old site remained live during the entire transition. Once the Shopify store was ready, DNS switches were managed seamlessly, avoiding disruption to traffic or transactions. The customer experience remained uninterrupted end-to-end.
Quick turnarounds need a system that is powerful enough to manage and mitigate any challenges that might pop up, and that’s exactly what we had in place. While the Shopify setup itself was technical, the operational flow was equally important. Every task from image mapping to redirects was tracked, assessed for quality, and then closed.
- Requirements were gathered within 48 hours of project kickoff
- Clear stakeholder ownership was outlined from both sides
- A go-live checklist was created and shared mid-project
- Dependencies were flagged and resolved in real-time
- Weekly static content, app status, and page readiness reports were shared
News Alert: A 38.4% spike, that’s just in the first half of 2023, for American Tourister’s role in sales for its parent group, fueled by increased travel and demand for branded luggage.
Marmeto’s Playbook for High-Stake Migrations
What Marmeto delivered wasn’t just a working Shopify site. It was a replicable framework for how enterprise brands can migrate fast with structure, clarity, and zero burnout:
- Rapid MVP setup through theme-based Shopify logic
- Manual + automated data migration for critical content
- Tight app integrations for backend and frontend parity
- A parallel site running to prevent revenue loss
- Shared documentation and tracking for go-live confidence
This wasn’t a “build it and forget it” approach. It was a carefully curated handoff with post-live support pathways defined. American Tourister didn’t just need tech support. They need speed, clarity, and ownership without sacrificing quality, and that’s exactly what we delivered:
- A complete e-commerce migration in 30 days
- Zero downtime and data integrity
- Stakeholder-aligned processes
- Shopify-native logic built for scale
- A post-migration structure for growth
With the brand going live recently, we are also expecting the following results to flourish in the store in the coming months:
- Improved operational efficiency with Unicommerce-integrated order and inventory workflows
- Faster content updates and merchandising flexibility through Shopify’s theme-based architecture
- Reduced bounce rates driven by optimized navigation and page load performance
- Higher average order value (AOV) through upsell-ready product page templates
- Enhanced user experience from structured cataloging and simplified checkout flows
- Increased team agility with easy-to-manage static pages and dynamic content blocks
- Stronger customer trust through uninterrupted transition and consistent brand experience
- Scalable foundation for future integrations, campaigns, and multi-channel expansion
The Marmeto x American Tourister Future
Now that the store is live, Marmeto and American Tourister are already aligned on Phase 2 involving:
- Performance optimization
- App upgrades and merchandising automation
- Shopify analytics integration
- Enhanced content control for marketing teams
- Long-term UX evolution across product and category pages
The site might be live, but the roadmap is just getting started.
For a brand like American Tourister, e-commerce isn’t just a sales channel; it’s a digital extension of their global identity, product reliability, and consumer trust. In moments where speed and scale collide, precision becomes everything.
At Marmeto, India’s First Shopify Premier Partner, we don’t just migrate platforms. We build future-ready commerce ecosystems, engineered to perform under pressure, designed to evolve, and crafted to lead brands into their next chapter of growth.
Because great brands deserve great technology.
Because at Marmeto, Shopify builds aren’t just store setups.
Because they’re engineered digital experiences, ready for the next 100,000 clicks.
