Canon USA Consolidates Fragmented Commerce on a Modern Adobe Stack

The Challenge

Canon USA runs one of the larger direct eCommerce operations in consumer imaging, selling cameras, lenses, printers and accessories to a broad base of customers who arrive from many entry points. Over years of growth, that footprint had spread across several separate websites, each with its own templates, content and merchandising logic.

The commerce platform underneath had aged past the point of easy maintenance. Adding a product line, running a promotion or updating a landing experience meant coordinating changes across systems that did not share a common foundation. For customers, the fragmentation showed up as inconsistent navigation and a shopping experience that varied depending on where they landed.

Canon needed two things at once: a modern commerce foundation to replace the outdated system, and a way to bring fragmented properties together without losing the content, catalog depth or customer base that had accumulated across them.

Our Approach

We treated this as a replatforming and consolidation program, not a redesign. The priority was to protect what already worked — the catalog, the content library and the existing user base — while moving everything onto a foundation Canon could build on for years.

Crawl phase. Before touching the storefront, we mapped the current state in detail. We inventoried every property, cataloged the full set of content pages, and traced how users, products and page structures related across the separate sites. That inventory became the migration contract: a clear account of what had to move, what could be consolidated, and what the new architecture needed to support on day one. Working this way early kept the later cutover predictable rather than exploratory.

Walk phase. With the map in hand, we ran the build and migration in parallel workstreams:

1. Adobe stack foundation. We stood up the modern Adobe commerce and experience stack as the single foundation for the storefront, replacing the outdated system and giving Canon one place to manage merchandising, content and the shopping journey.
2. Content migration. We migrated 3,000 content pages onto the new platform, restructuring them to fit the consolidated information architecture while preserving the material customers and search engines already relied on.
3. User migration. We moved 3.5 million users to the modern stack, carrying accounts and history forward so returning customers landed in a continuous experience rather than a reset one.
4. Site unification. We folded the previously separate properties into one coherent structure, aligning navigation, templates and merchandising so the experience held together regardless of where a customer entered.

Each workstream fed a staged cutover, so the new platform absorbed content, users and traffic in a controlled sequence rather than a single high-risk switch.

The Outcomes

The program replaced an aging commerce system with a consolidated storefront on a modern Adobe foundation, and it did so while carrying Canon’s existing content and customers forward intact.

• Revenue increased by 166% following the revamp and consolidation.
• 3,000 content pages were migrated onto the modern Adobe stack.
• 3.5 million users were moved to the new platform, with accounts and history preserved.
• Previously fragmented websites were unified into a single, coherent commerce experience on the Adobe stack.

Canon USA came out of the engagement on one modern foundation instead of several aging ones — a platform its teams can maintain, extend and merchandise from a single place.