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Embroidery Designs

Discover how Embroidery Designs grew from a niche digital embroidery website into a high-performance multi-vendor B2C marketplace powered by Virto Commerce.

1.5M+

products listed

storefronts on one platform

80+

third-party vendors onboarded

40+

customized modules

Key Achievement

Embroidery Designs transformed from a niche digital embroidery website into a scalable multi-vendor B2C marketplace running 5 distinct storefronts on a single platform powered by Virto Commerce, with 1.5M+ SKUs, 80+ vendors, and 40+ customized platform modules.

“

With other platforms, you often have to give up your core features to migrate. With Virto, we didn’t have to compromise.

Chetan RamachandraeCommerce Application Development Director at Embroidery Designs

Challenge

Embroidery Designs was built on Microsoft Commerce Server — a platform that reached end-of-life in 2017. The team was forced to reassess their entire ecommerce stack. The limitations had become impossible to ignore:

Unreliable performance during high-traffic sales events, e.g., during major 90% off promotions
The legacy search engine struggled to return relevant results across a growing catalog
The platform lacked flexibility for downloadable digital products — a core part of the business model
The AngularJS frontend reached end-of-life in 2022, creating security and compliance risk

Solution

Embroidery Designs selected Virto Commerce for its flexibility, self-hosting capabilities, and full code-level customizability. The platform was configured specifically for their hybrid digital and physical goods model, multi-tenant operations, and developer-owned architecture.

Key solution features:

40+ customized platform modules
5 distinct storefronts supported
Elasticsearch-powered catalog navigation across 1.5M+ SKUs
Multi-tenant vendor model
Subscription membership support (monthly, annual, multi-year)

Result

Since migrating to Virto Commerce, Embroidery Designs has seen tangible and sustained improvement across performance, operations, and business growth:

Flash sales with 90% discounts no longer cause downtime or slowness
Features continue to ship at the same pace as year one, thanks to a modular architecture
Full access to code and architecture means the team is not locked-in and can run and evolve the platform independently

7+ years continuous growth on Virto

Flash sales with no downtime

Self-managed catalogs for third-party vendors

New revenue streams: shippable products and subscriptions

Business Benefits

Elasticsearch-powered search delivers fast, relevant results across 1.5M+ products, resolving the core bottleneck that had frustrated users and limited conversions on the legacy platform
Horizontal scaling infrastructure means peak traffic events — including 90% off flash sales — are handled without performance degradation or additional licensing cost.
Subscription membership model, shippable product fulfillment, and digital download workflows all supported natively on one platform, eliminating the need for separate systems as the business diversified.