Cantagallo A strategic VTEX → Tray migration, a proprietary theme and a conversion-driven architecture

Empório Cantagallo is a Brazilian food manufacturer specialised in seasonings, sauces, dry rubs and barbecue accessories, recognised as the pioneer of Parrilla Salts in Brazil. With a portfolio exceeding 161 active references — spread across lines such as Léo Abreu, Netão, professional Dry Rubs, Liquid Smoke, Kits, Sauces, Artisanal Preserves and barbecue accessories — the brand operates on two complementary fronts: B2C (end consumer) and B2B (authorised resale and Food Service), with a dedicated business purchasing channel and an active reseller programme.

The brand was looking for three clear outcomes: technical flexibility, reduced TCO (Total Cost of Ownership) and an optimised buying experience at every touchpoint — without compromising order history, customer base, established SEO or commercial continuity.

Elleven ran a platform-business fit analysis weighing operational requirements, growth projections and recurring costs. The recommendation was a structured migration to Tray, a Locaweb group platform with a robust SaaS architecture and native integrations with the main marketplaces (Mercado Livre, Magalu, Shopee, Amazon), payment gateways (Pagar.me, Mercado Pago, PagSeguro), carriers (Correios, Jadlog) and marketing tools (Google Analytics, Meta, RD Station, Google PMax).

The decision considered objective criteria:

Freedom to customise the theme, with more than 550 native personalisation points and full support for proprietary templates — a decisive factor for a brand with a visual identity as strong as Cantagallo's. A unified admin panel, bringing inventory, finance, orders, invoicing, email marketing and customer service into a single interface — eliminating the dependency on parallel stacks. Native multi-marketplace and omnichannel integration, aligned with the brand's expansion strategy, which already operates on channels such as Mercado Livre and through partner resellers (Lazer Shop, FLBBQ, among others).

The migration was designed as a transactional continuity project, with planned windows, data redundancy and iterative validation. The technical workstreams executed included:

Full database transfer. The product catalogue (with SKUs, variants, tax attributes, NCM codes, descriptions, images in multiple resolutions and hierarchical categories), customer base, order history and coupon structure were migrated with referential integrity preserved.

Preserving SEO equity. Complete mapping of legacy URLs with 301 redirects applied to the new routes, avoiding loss of accumulated domain authority, organic ranking for top-searched products (such as "Complete Dry Rub Seasoning", "Liquid Smoke" and "Barbecue Kit") and qualified traffic.

Integration with the operational ecosystem. Reconfiguration of payment methods (Pix, credit card in up to 6 interest-free instalments, bank slip), regionalised logistics rules — including the free shipping policy — invoicing, ERP integration and B2B reseller management.

Pre-go-live validation. Load testing, checkout flow validation on mobile and desktop, a conversion audit and cross-browser QA before the definitive switch-over.

Proprietary theme: systemic, conversion-driven design

Alongside the technical migration, Elleven developed an exclusive theme, coded from scratch on Tray's structure — with no reuse of commercial templates. The UI/UX scope covered:

A proprietary design system with colour, typography and spacing tokens aligned to the Empório Cantagallo identity, reinforcing brand recognition at every touchpoint. Restructured information architecture, with curation of the critical categories, optimising the consumer journey from discovery to checkout. Conversion-driven components: a persistent benefits bar, social proof, highlights and CTAs in a considered visual hierarchy. Mobile-first responsiveness, with a fluid layout, AVIF images to reduce payload, native lazy loading and prioritisation of Largest Contentful Paint on PDPs (product pages). Reworked institutional and functional pages. Checkout optimisation with fewer steps, simplified authentication and clear display of the dynamically calculated cash discount.