El Buen Fin represents one of the most important seasons for e-commerce in Mexico. For many brands, it's the time when a significant portion of their annual results are generated. However, it's also a period where lowering prices without a strategy can negatively impact profit margins and fail to guarantee sustainable growth.
In May 2025, Colchones Atlas' digital channel represented less than 5% of total business and was showing a downward trend compared to the previous year. Traffic wasn't the main problem; the opportunity lay in how the customer experience and business strategy were being structured.
Six months later, during Buen Fin 2025, the brand achieved triple-digit growth compared to the same period of the previous year.
The change was not explained by an increase in the discount percentage, but by a complete restructuring of the technological base, the user experience and the commercial logic that sustained the channel.
Furthermore, the adjustments implemented for Buen Fin are applicable to any peak season, including Hot Sale. If you're looking for Hot Sale strategies for e-commerce or concrete ways to increase sales during Buen Fin, this case study offers a clear roadmap for where to focus your efforts.
The starting point: a digital channel with room for improvement
When the project began, the context was clear:
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E-commerce represented less than 5% of total business.
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There was an approximate drop of 15% compared to the previous year.
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The category involves a complex and high-value decision.
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The technological platform limited the execution speed.
The initial objective was not to optimize a specific campaign, but to strengthen the structure so that the channel could scale up in a key season like Buen Fin.
The structural decision: to migrate from VTEX to Shopify Plus
Before working on promotions, bundles, or communication adjustments, a fundamental decision was made: to migrate from VTEX to Shopify, using Shopify Plus as the infrastructure to support the expected growth.
The decision responded to specific operational and strategic needs:
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Simplify the internal operation of the team.
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Implement business changes faster.
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To have greater control over the checkout and promotional logic.
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Optimize the cost structure to free up margin in the P&L.
During peak seasons like Black Friday or Hot Sale, operational speed is crucial. If the platform doesn't allow for quick adjustments to promotions, payment methods, or messaging, opportunities are lost. Shopify Plus facilitated this responsiveness and enabled a focus on conversion rates and average order value.
Build a solid foundation before moving up the ranks.
Once the infrastructure was defined, the work focused on three pillars that support any growth strategy:
1. Infrastructure prepared for high traffic seasons
The migration involved more than just a platform change. The site architecture, internal processes, and checkout stability were reviewed to ensure the channel could handle the increased traffic typical of seasons like Buen Fin or Hot Sale.
Investing in advertising without a solid technical foundation often results in missed opportunities. Therefore, stability and operational capacity were prioritized before increasing exposure.
2. Content designed to help you decide
The mattress category requires clarity. The user needs to understand which product suits them best and why, especially when it's a higher-value purchase.
Work was done on:
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Clear and sufficient product images to communicate attributes.
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Lifestyle photographs that contextualize the use and provide aspiration.
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Copy focused on benefits that are understandable to the consumer.
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Visual production supported by artificial intelligence tools to maintain consistency and efficiency.
The goal was for the user to be able to quickly identify the appropriate option without relying exclusively on technical specifications.
3. UX designed to simplify a complex purchase
Buying a mattress usually involves comparison, validation, and many questions. The experience should clearly guide you through that process.
The adjustments implemented included:
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Product comparison tool (height, firmness, benefits, warranties).
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Quiz “Find your ideal mattress” to guide your decision.
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"Build your own package" module (mattress + box spring + linens).
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Accelerated activation of reviews via WhatsApp.
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Simplifying payment methods at checkout, prioritizing clear and well-explained options.
Reducing friction at checkout didn't mean removing relevant options, but rather presenting the appropriate ones more clearly. In many cases, too many alternatives create indecision and negatively impact conversion rates.
Business strategy based on financial structure
One of the most relevant elements of the project was the focus on the P&L as a strategic tool.
By optimizing the operating cost structure after the migration, margin was freed up that allowed for the design of smarter promotions, such as:
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Tiered discounts per ticket.
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Incentives to increase the average order value.
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Bundles that increase perceived value without disproportionately affecting logistics costs.
The catalog's communication was also reorganized by lines:
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Essential
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Comfort
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Luxury
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Lumbar support
The portfolio itself didn't change. What was adjusted was the way it was structured and explained to the user, making it easier to choose higher-value products.
Before the strategic redesign, core product lines represented between 85% and 90% of the mix. Subsequently, that percentage was balanced to a range close to 40–50%, increasing the share of higher-margin lines.
What metrics were monitored to sustain growth
Once the structural changes were implemented, the monitoring stopped focusing solely on total sales and expanded to include indicators that explain the behavior of the business.
The metrics that were constantly reviewed included:
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Conversion Rate.
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Average Ticket (AOV).
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Number of items per order.
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Mix by product line.
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Participation by category.
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Performance of specific promotions.
The goal wasn't just to sell more, but to understand what was driving that growth. For example, an increase in sales could come from more traffic or from an improved conversion rate; distinguishing between the two allows for more informed decision-making.
In this case, the combination of a better shopping experience, promotion structure, and catalog reorganization directly impacted the average ticket and the mix of products sold.
Results in Buen Fin 2025
With six months of prior work, Buen Fin ceased to be a gamble and became a prepared execution.
The main results were:
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Triple-digit growth compared to the previous year's Buen Fin.
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Increase in average ticket driven by tiered discounts and bundles.
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Greater participation of higher value lines within the total mix.
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Improved clarity in promotions and payment methods within the checkout.
Beyond the specific sales figure, the relevant change was structural: the digital channel went from representing a marginal proportion of the business to becoming a pillar with real scalability.
What you can apply for Hot Sale or any peak season
Although this case focuses on Buen Fin, the principles apply equally to Hot Sale or any peak in demand.
If your brand already generates around $1 million pesos in revenue per month and is looking to grow on Shopify, here are some questions to ask yourself before investing more in advertising:
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Does the current infrastructure allow for rapid business changes?
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Does the product experience make the decision easier or does it create doubts?
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Is the checkout optimized for clarity and trust?
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Is the average ticket being strategically managed?
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Are the promotions aligned with the business's actual profit margin?
Often, growth in peak seasons doesn't depend on attracting more traffic, but on better converting the traffic that already exists.
Frequently asked questions about Shopify Plus and e-commerce growth
When is it advisable to migrate to Shopify Plus?
Shopify Plus is often a strategic decision when a brand needs greater control over the checkout process, more advanced automation, international expansion, or a more complex operation. It also becomes relevant when the internal team requires greater agility to execute promotions and business adjustments.
How long does a migration from VTEX to Shopify take?
The timeframe depends on the size of the catalog, integrations, and operational complexity. However, beyond the technical timeframe, the important thing is to plan the migration well in advance to avoid doing it during peak season.
What improvements does Shopify Plus allow in the checkout process?
Shopify Plus enables checkout customization, extensions, control over payment methods, and greater ability to reinforce trust messaging. In high-value categories, these adjustments can directly impact conversion rates.
How to increase the average order value on Shopify without relying on large discounts?
Some effective strategies include tiered discounts based on purchase amount, well-structured bundles, contextual cross-selling, and catalog reorganization along clear value lines. The key is to design incentives aligned with the business's profit margin.
Is it possible to triple sales during Buen Fin or Hot Sale without aggressively increasing the discount percentage?
It's possible when you work on infrastructure, experience, and business strategy. Discounts are a tool, but they don't replace a solid structure.
This case demonstrates
Sustained growth in e-commerce rarely depends on a single action. In the case of Atlas Mattresses, the result was a consequence of decisions made months in advance:
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Migrate to an infrastructure that allows scalability.
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Improve the experience to make the decision easier.
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Design promotions aligned with the P&L.
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Monitor metrics that explain the actual behavior of the business.
At Getmore , as a Shopify Premier Partner in Mexico , we support these types of processes from strategy to technical execution. If your brand is evaluating how to strengthen its digital channel before the next peak season, we can analyze with you which structural adjustments could have the greatest impact.
This is by far the best agency I've ever worked with. Highly recommended!
- Esmeralda Reyes, Head of E-commerce & Performance Marketing
