Enterprise without compromise: taking Mamas & Papas from Hybris to Shopify Plus | Shopify Plus Partner & Shopify Agency, Leeds
Mamas and Papas

Mamas and Papas

Enterprise without compromise: taking Mamas & Papas from Hybris to Shopify Plus


Mamas & Papas appointed Onstate to replatform its ecommerce operation to Shopify Plus. The project called for the development of key integrations and customisations to enable a smooth omnichannel customer experience.


Replatform to Shopify Plus. Retain all store functionality and take advantage of Plus’ features. Overhaul of the site UI, and integrate tightly with Mamas & Papas’ inhouse systems. Two transactional stores (UK & Ireland), plus brochure stores in German and Spanish.

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  • Stakeholder engagement
  • UX design
  • Build 
  • Integration
  • Custom app development
  • Data migration

Key features

  • Named day and collection point deliveries
  • Click & Collect
  • Multichannel gift cards
  • Shopify Scripts: Promotions integration
  • Shopify Flow: Merchandising
  • Google Analytics / GTM
  • Personalisation

Mamas & Papas stakeholder workshops

Stakeholder engagement

We ran a series of workshops with members of Mamas & Papas’ ecommerce, buying, marketing and product teams. These sessions generated ideas for inclusion in the project scope and also helped engage the wider business in the ecommerce project.

Laying down a design language using the Atomic Design methodology

Design system

We created a pattern library to inform and develop a collection of reusable components. The library documented all the UI patterns and defined how the design should look, behave and flow.

Named day and collection point deliveries

Our custom app offers shoppers an enhanced range of delivery options - all retrieved in real time from multiple carriers. Shoppers can choose a specific day or collection points from Collect+ and DPD - all integrated seamlessly into the Shopify checkout.

Click & Collect

Stores and collection estimates are retrieved in real time from Mamas & Papas inhouse systems and presented to the shopper.

Shopify Scripts: promotions integration

We built on the power and flexibility of Shopify Scripts to enable Mamas & Papas to replicate their instore offers online. Bundles, fixed discounts, X4Y and tiered pricing are all possible, and new promotions can be launched without additional code changes.

Multichannel gift cards

Customers can use cards purchased instore on mamasandpapas.com thanks to our integration into Shopify’s gift card system. The system ensures balances and payments are kept perfectly in sync.

Shopify Flow: merchandising

We help M&P’s trading team harness Flow’s automations to speed up merchandising processes.

Shopify Scripts: personalisation

Customers can add bespoke messaging to products which varies the price of the item.

We partnered with Onstate for our migration to Shopify Plus and from the offset they integrated into our business and project team well. We collaborated on design, build and test and the entire team were a delight to work with. They showed attention to detail on a complex project, were quick to react when issues arose and their direction and experience was invaluable. The team are passionate about Mamas & Papas, calm and considered where required and are respected by all teams in house. Collectively we launched to an agreed time, delivering over and above with solid after service. As a result they have become a more permanent member of our development team.
Jo Molineux
 - Digital Director, Mamas & Papas

Jo Molineux

Digital Director, Mamas & Papas

The project in numbers

From discovery to production

Discovery workshops planned and delivered


Prototype screen designs produced


Hourly requests to our custom app

> 50k

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Crockett & Jones


Crockett & Jones

Ecommerce debut on Shopify Plus for renowned British shoemaker Crockett & Jones




Multichannel retail design, build & consultancy

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