Twigg Musique

Twigg Musique is a Quebec institution: a music store open since 1958, selling instruments, accessories and sheet music, with a repair workshop, rentals and lessons, in store and online.

The shop wanted to move its online store from Lightspeed to Shopify. On paper, that is a platform switch. In practice, it was two problems at once.

The first was the catalogue. A music store's catalogue is deep and detailed. One saxophone model comes in several finishes, a set of strings in a dozen gauges, a method book in several volumes and languages. Lightspeed holds all of that in a product matrix. Shopify holds it as products and variants. The two structures are completely different, and there is no button that turns one into the other.

The second was the store itself. Twigg was keeping Lightspeed as its point of sale on the floor. So the catalogue could not just be copied over once and forgotten. Every product had to exist on both sides, matched one to one, and stock had to move between the two systems every time something sold, in store or online. One mismatch and the website sells an instrument that already left with a customer, or hides one that is sitting on the wall.

So the real job was to take the whole catalogue apart, put it back together in Shopify, tie each product back to its Lightspeed counterpart, and keep the two in sync for good. And the move came with two more jobs: a brand new storefront in English and French, and the ads to send people to it.

We started with the catalogue. Before moving a single product, we worked out how each piece of the Lightspeed matrix would translate into Shopify's products and variants. Then we rebuilt the catalogue on the Shopify side so that every product kept its options.

Next came the matching. Each product was tied to its Lightspeed record so that an instrument on the wall and the same instrument online were one item, not two. Where the matrices did not line up, we fixed them by hand rather than let a bad match slip through.

With every product matched, we built a custom bridge connector between Lightspeed and Shopify. A sale at the counter updates the stock online within minutes. An online order updates the stock in the POS. Staff keep working in the system they know, and nobody re-enters inventory twice. We have maintained the bridge since launch, so the catalogue stays matched as new products come in.

With the catalogue and the bridge in place, we designed and built the store around them. A full-width photo of the shop up top, featured instruments right below, and a navigation that follows how musicians actually shop: by instrument family, with sheet music, rentals, the repair workshop and workshops always one click away. The whole store runs in English and French.

The new site went live in July 2025. From launch, we also took over the paid side: Google Shopping and Search campaigns from day one, and Meta campaigns added ahead of the holiday season, so the new store had traffic from its first week.

The results showed up fast and kept building. The first Black Friday on the new store, in November 2025, brought three times as many online orders as the November before, and two and a half times the revenue.

Over the first eleven months on Shopify, August 2025 to June 2026, compared with the same eleven months on the old store in Google Analytics:

• Online revenue: up 167%.
• Online orders: up 184%.
• Paid campaigns: 54% of online revenue since launch has come from the ads we run.
• Inventory: one catalogue, synced between Lightspeed and Shopify and maintained since launch.