WordPress & WooCommerce to Odoo Migration Case Study: Automating eCommerce with ERP Integration

Overview: From Plugin Chaos to a Unified ERP

Alpha Automation is an Australian eCommerce retailer specialising in automated gates, access control systems, and related hardware components. Their catalogue is built around complex, configurable kits — combinations of motors, tracks, sensors, brackets, and accessories that customers can tailor to specific gate types and installation requirements.

The business serves a diverse audience — from residential buyers to contractors and commercial installers — each with distinct pricing structures and ordering patterns. Trade customers often require negotiated pricing and account programs, while retail buyers expect quick configuration and accurate shipping costs at checkout.

To support this complexity, Alpha Automation’s original WooCommerce store relied on a custom kit configurator and a growing set of third-party extensions. At first, this approach worked well, but as sales and product range expanded, maintaining compatibility, subscription costs, and plugin dependencies became increasingly difficult.

Performance bottlenecks, manual quoting, and time-intensive marketing data management began to limit scalability. The team decided to move from a plugin-driven WooCommerce setup to a centralized Odoo ERP platform — not just to rebuild their store, but to unify eCommerce, logistics, and customer management under one system.

Odoo’s modular design provided the flexibility to replicate complex kit configurations while automating workflows such as freight quoting and product feed updates. The migration consolidated multiple systems into a single, scalable platform — improving reliability, reducing maintenance, and positioning Alpha Automation for long-term, data-driven growth.

The Challenge: Three Barriers to Scalable eCommerce

As Alpha Automation’s online business evolved, their WooCommerce stack could no longer support the automation and performance they needed. They faced three key challenges: declining site performance, fragmented freight management, and manual marketing data upkeep.

1. Performance Bottlenecks and Administrative Overhead

As product complexity increased, the WooCommerce site struggled to maintain speed and consistency. Heavy configuration scripts, third-party assets, and high-resolution media slowed down load times and hurt Core Web Vitals — particularly Largest Contentful Paint (LCP).

These slowdowns affected not only user experience but also search rankings, ad performance, and conversions. The product configurator, once a strength, became a bottleneck — unable to efficiently manage expanding kit combinations and customer-specific pricing. Maintaining stability required constant plugin updates and manual fixes, diverting resources from growth.

Alpha Automation needed a modern platform capable of handling dynamic product structures, segmented pricing, and performance optimization — without the overhead of dozens of interdependent plugins.

Explore the full migration story → WooCommerce to Odoo Migration Case Study

2. Freight and Fulfillment: Manual Quotes and Missed Opportunities

Bulky and custom freight posed another major friction point. The WooCommerce setup couldn’t calculate rates for specialized carriers or consolidate multi-package shipments in real time.

Each order required manual quoting and customer follow-up, delaying fulfillment and reducing conversion. Automating freight quoting became a critical goal — giving customers instant, accurate delivery estimates directly at checkout.

See how we automated freight quoting → Odoo Multi-Carrier Integration Case Study

3. Marketing Data and Visibility: Manual Feeds, Limited Reach

Keeping product data synchronized with Google Merchant Center required manual uploads and reformatting. Any change in pricing, stock, or descriptions demanded manual intervention, increasing the risk of outdated listings and missed advertising opportunities.

Automation was key to maintaining data accuracy and campaign agility across channels.

Learn how we connected Odoo with Google Merchant Center → Automated Product Feed Case Study

The Solution: Building a Unified, Automated eCommerce Framework

The migration to Odoo was designed not merely as a website rebuild, but as a complete business transformation — replacing fragmented systems with a unified, ERP-driven architecture. Implementation focused on three strategic areas: performance, logistics, and marketing automation.

1. Rebuilding for Performance and Scalability

The new Odoo-based storefront was engineered to replicate and enhance WooCommerce’s configurable kit logic — without relying on external plugins. Custom Odoo modules handled dynamic product structures, nested components, and customer-specific pricing natively within the platform’s database framework.

By leveraging Odoo’s modern website engine, the store now benefits from optimized Core Web Vitals and improved Largest Contentful Paint (LCP). The result: a faster, more responsive experience that strengthens both usability and search visibility.

2. Automating Freight and Fulfillment

To eliminate manual quoting delays, Alpha Automation’s new Odoo system integrated directly with both parcel and LTL (less-than-truckload) carriers. Custom connectors fetch live shipping rates based on package dimensions, weight, and destination.

This automation delivers instant freight estimates at checkout, improving customer experience and conversion rates while reducing internal quoting workloads from hours to seconds.

3. Streamlining Marketing and Data Management

A custom data feed pipeline was built to connect Odoo with Google Merchant Center. Product data — including descriptions, prices, and availability — is now automatically formatted, validated, and synced at regular intervals.

This automation ensures accuracy, eliminates manual uploads, and keeps listings continuously up to date for marketing campaigns.

By consolidating eCommerce, logistics, and marketing under Odoo, Alpha Automation now operates with a streamlined workflow and a foundation for future integrations such as CRM automation, advanced analytics, and additional carrier support.

Results: A Unified, Scalable eCommerce Platform

The migration transformed Alpha Automation’s operations from a plugin-heavy WooCommerce site into a unified, ERP-driven eCommerce system. Beyond simplifying maintenance, the new platform delivered measurable improvements across key business areas.

Before & After at a Glance

Business Impact

• Improved Core Web Vitals: Faster load times enhanced UX, SEO rankings, and ad quality scores.

• Instant Freight Quoting: Automated rate fetching eliminated delays and increased conversions.

• Marketing Automation: Reliable, daily product data synchronization ensured accuracy and campaign efficiency.

• Centralized Operations: Sales, logistics, and marketing now operate within one ERP system — improving visibility and scalability.

Summary

By reengineering their eCommerce stack around Odoo ERP, Alpha Automation replaced a fragmented plugin ecosystem with a centralized, high-performance business platform. The measurable gains in speed, automation, and efficiency have positioned the company for sustainable, data-driven growth.

About

Ministers.io helps eCommerce businesses engineer reliable, scalable systems with Odoo. From custom product configurators to logistics and marketing automation, we specialize in transforming fragmented workflows into unified, high-performance platforms.

If your current setup is limiting growth, we offer a complimentary 30-minute consultation to explore how Odoo can streamline your operations.

Book a 30-minute consultation →