At Mor Furniture for Less, ecommerce is now the company’s primary growth driver. Pure ecommerce sales doubled year over year after the move to Shopify, while the website also helps customers choose furniture they will buy in a showroom.
Mor serves customers through about 40 stores across seven western states. Their showrooms present complete living rooms, dining rooms, and bedrooms so shoppers can picture the furniture at home. Financing, delivery, and associate advice are part of the purchase. Mor’s customers use the website throughout that journey, whether they complete their order in store or online.
The retailer reached this point through three generations of ecommerce: Magento, a custom headless platform built with PeakActivity, and then Shopify. Each move expanded what Mor could do. By 2025, the team wanted more freedom to grow ecommerce, add payment options, and use new technology while retaining the showroom systems they had already invested in. This led them to Shopify, and they completed their migration in under 4 months.
With Shopify, Mor Furniture has seen:
- 97% year-over-year growth in pure ecommerce sales
- 28% year-over-year growth in holiday sales
- 38% of year-to-date sales processed through Shop Pay, with a 17% average order value increase
- 31% overall conversion increase
- 49% checkout conversion increase
- More than $100,000 in Shop Campaigns sales over 100 days with about $10,000 in campaign spend, with AOV 34% higher
The challenge
Outgrowing the work behind each ecommerce improvement
Mor’s first online orders arrived by email and were entered into company systems by hand. Moving to Magento around 2012 improved that process, but the implementation remained only partly integrated. Product setup was manual too. When PeakActivity began working with Mor in 2017, they received a printed dot-matrix product catalog and typed every single product number into Magento.
The team improved email marketing, search visibility, and the site experience, but the underlying implementation had not kept pace with the business. Mor chose to invest with PeakActivity in a custom headless platform that launched around 2020. It brought more integrated, hands-off ecommerce and provided the foundation for an associate in-store application used in the showrooms.
As Mor’s ambitions grew, adding capabilities to the custom platform created additional investment decisions. A new tool needed both a subscription and an integration project, competing with other priorities for development time and money. Even adding Apple Pay took months. The team wanted the flexibility to pursue new growth ideas without building a custom integration for every new tool.
Choosing a platform that could keep improving
For years, Mor weighed ecommerce investment against opening another showroom, often prioritizing the store network. That changed when Mor’s CMO and their parent company set an ambitious growth agenda for ecommerce and backed it with dedicated people and investment. With that support, Jim Sanford, Vice President of IT, AI, and Ecommerce at Mor Furniture, needed a platform that would support the company’s long-term ecommerce growth.
Mor looked closely at long-term costs. Shopify’s hosted model reduced the upfront capital commitment, and their revenue-based pricing made the entry point manageable for Mor. Existing integrations also let the team add capabilities without funding a new custom project for each one.
As furniture retailers, we’re very cost-conscious, not just in the immediate term, but in terms of the cost of ownership in the longer term.
Shopify also worked with the systems Mor had already invested in. GERS, the legacy enterprise system behind Mor’s furniture operations, would stay in place. Showroom associates would continue using the headless platform app PeakActivity built, while Shopify took over customer-facing ecommerce.
The solution
Moving to Shopify in under 4 months
Mor completed the implementation in under 4 months and launched in November 2025, ahead of Black Friday. The team focused the first release on the capabilities needed to run the business through the holiday period, then continued improving the site after launch.
Three teams worked together. With strong support from their parent company, Mor built a new international ecommerce team, which focused on front-end development, building the storefront theme with Shopify Liquid and Dawn. Mor’s existing technology team handled product data and integration with their enterprise systems. PeakActivity led the Shopify development and guided Mor through the entire replatforming, from planning through launch.
Product modeling was a substantial part of the build. Mor's headless platform represented products individually and grouped them separately. PeakActivity helped Mor translate that structure into Shopify products and variants, accounting for furniture options such as mattress sizes and fabrics.
Because PeakActivity’s relationship with Mor dates back to 2017, their experience helped the team anticipate furniture-specific requirements and make decisions quickly.
PeakActivity’s value is their efficiency. They understand how we want the business to work, ask the right questions, and anticipate the requirements before we get deep into development.
Connecting checkout to the way Mor sells and delivers furniture
The move did not require Mor to rebuild every connection to their enterprise system. Their technology team reused and extended web services already developed for a custom headless platform. Shopify communicates with those existing web services to connect to Mor's enterprise system for pricing, availability, and delivery data, and returns the information the storefront needs.
For customers, that work supports the details of a furniture purchase. Prices and delivery options depend on the shopper’s ZIP Code and delivery area. Shopify checkout extensibility allowed PeakActivity to connect checkout to Mor’s regional calculations, while services and apps support product availability, delivery charges, mattress recycling fees, and furniture protection.
A shopper can choose drop-off or white-glove delivery and see the applicable charges as part of the order. The enterprise system continues handling Mor’s operational data, while Shopify provides the browsing and checkout experience.
Carrying the showroom relationship through to online checkout
Customers often arrive at a showroom after researching products on Mor’s website. They may also need time after the visit to measure a room or make a final choice. About half of Mor’s ecommerce sales begin in a showroom and finish online.
An associate can create a Shopify draft order, send the customer a link, and receive commission credit when the customer completes the purchase at home. The process gives shoppers time to decide while keeping the associate connected to the sale. This supports customers who need more time, rather than asking the store and website to compete for the same order.
The results
Improving checkout and growing ecommerce sales
The first immediate improvement appeared in the checkout funnel. Shopify Checkout gave customers a faster, more reliable experience.
From November 2025 to October 2026, overall conversion increased 31%, and checkout conversion increased 49% compared with November 2024 to October 2025.
Holiday sales increased by 28% year over year after the Shopify launch.
Moving ecommerce to Shopify also reduced the load on Mor’s existing systems during the Black Friday rush, improving their performance as online sales grew.
Pure ecommerce sales increased 97% from January to October 2026, compared with the same period in 2025. Ecommerce is now the company’s primary growth driver.
Leadership commitment and earlier ecommerce improvements helped establish the momentum; Shopify gave the team more ways to build on it.
Expanding payment choice for high-value purchases
Before the migration, Mor had been working to add Affirm and Afterpay. Jim chose to wait for Shopify rather than fund more integrations on the outgoing platform. After launch, the team activated those options, Shop Pay, and Shop Pay Installments through existing integrations with no custom development. Commercial agreements remained part of the setup.
When I want to add a new method of payment, it’s so simple. You’re like, ‘That was it.’ It’s just amazing.
Shop Pay accounts for about 38% of year-to-date sales, giving Mor concrete evidence of its use for high-AOV furniture purchases.
Average order value also increased 17% over the same post-launch comparison period.
Customers can choose their preferred payment option, whether that is a digital wallet, an installment plan, or another established method.
Mor is also able to continue to offer Synchrony private-label credit financing, so returning cardholders can use their existing accounts and new customers can apply as part of their purchase. Together with buy-now-pay-later options, it supports the range of ways customers can finance a larger furniture purchase.
Adding sales through Shop Campaigns
Mor is also reaching shoppers through the Shop app and Shop Campaigns. Starting July 2026, their campaign recorded more than $100,000 in campaign-attributed sales over 100 days on a little over $10,000 in total campaign spend. The campaign also recorded a 34% higher average order value.
The campaign targets eligible new and returning shoppers. Shopify-funded offers incentivize purchase completion in Shop, while Mor pays the applicable campaign acquisition charge. The team manages the campaign’s performance and spending through the Shop channel in Shopify.
Expanding the assortment beyond the showroom
Mor’s catalog contains about 10,000 items. The team is expanding drop shipping and endless aisle on Shopify, so customers can shop beyond what’s available in their local showroom.
Jim has greater confidence in scaling that catalog on Shopify than on the platform Mor hosted themselves. The team also plans to connect with more suppliers to expand the online assortment.
Putting AI tools to work across the ecommerce team
Jim personally uses Claude Code, connected to the store through Shopify AI Toolkit, to support day-to-day operations, run site audits, and assess Mor's readiness for AI-assisted discovery. One of his audits produced a detailed set of findings he would normally have had to hire a consultant for.
If you saw the report, you would have thought I hired a consulting firm and spent hundreds of hours on it.
His team is also building apps inside Shopify with Sidekick. They can automate manual work and handle tasks themselves instead of waiting for another integration project. That capability was an unexpected benefit after the move, giving more team members a way to improve how they work.
Web traffic from AI assistants increased 87% from June to August 2026 and from August to October 2026.
Building on the team’s momentum
Jim now leads both ecommerce and digital advertising, and Mor is planning for further growth in 2027. The team has more scope to develop the customer experience, test acquisition channels, and expand the catalog while their showroom and enterprise systems continue doing the work Mor built them for.
We had tremendous support from our CMO and our parent company. They gave us the resources and the confidence to move aggressively, and that’s why we were able to do this migration so quickly. I’m proud of the team.