Yeti Cycles sells high-end, highly customizable bicycles, as well as cycling accessories and apparel used by professional riders across the globe. But managing its old ecommerce site was an uphill battle, says Matt Hicks, senior technology manager for the retailer.

Yeti Cycles was using a hodgepodge of tools to run its old site, including ecommerce platforms Shopify and Magento 1.9 and Readymag, a site design tool that helps companies build websites without coding—to name a few, but that approach just wasn’t working, he says.

“It was nuts,” Hicks says. “It was so complex we had to simplify it. For everything I wanted to do I had to contact an outside consultant to do custom code. We were putting Band-Aids…

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