From stuck to future-proof: how make-up specialist regained control with Syncer
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6 min reading time
In our industry, we often see the same pattern: a company starts with a system that's "enough," grows, and slowly becomes trapped by its limitations. Schminkspecialist found themselves in a similar situation: working on Logic4 for years, but over time, the system became a bump in the road instead of an engine of innovation. Thanks to a conscious migration to Shopify, supported by Syncer®, Schminkspecialist not only has a modern platform but also greater control over its digital future, a step toward digital sovereignty .
Today on Halloween, we look back at the launch of a month ago.
In this blog you will read:
Why Make-up Specialist Stuck with Logic4
How the migration to Shopify via Syncer® went
The role of digital sovereignty in this transition
What this means for other entrepreneurs
Why Make-up Specialist Stuck with Logic4
Logic4 is an ERP/webshop combination that in many cases provides a strong starting point. It's built as an all-in-one solution . That's convenient, because you don't have to connect all sorts of separate systems. But the downside is:
If you want to change or expand something, it often affects the entire system.
Upgrading or renewing is slower, because everything is contained in that one package.
You are less flexible in connecting modern tools or external apps, compared to Shopify for example, which works much more modularly (via apps and APIs).
Why the system became a brake
This is a common occurrence: older webshop systems that were once useful become a hindrance over time. As one article states:
“A rigid system makes it difficult to change things or create new integrations… older platforms make it harder to give customers a personalized experience.” (Upstartcommerce.com)
In other words: what initially provided security ultimately becomes a barrier to growth. The makeup specialist needed more freedom, speed, and future-proofing , not the limitations of an old system.
Choosing Shopify + Syncer® and the migration steps
The move to Shopify was strategic, with the help of Syncer®, so that the technology, data and experience were carefully transferred.
What was the approach?
Inventory & roadmap First, it was determined which data, process and link functionality were essential and what wishes there were for the future.
Data migration and cleanup Products, customers, orders, metadata, SEO data – everything was exported, cleaned up, converted, and imported into Shopify, while maintaining continuity.
SEO & URL structure To prevent organic traffic from being lost, redirects, URL structures and metadata were carefully migrated.
Design & functionality On Shopify, Schminkspecialist not only got a beautiful, modern look but also the functionality to experiment, integrate and optimize.
Training & adoption The team received guidance to further build on Shopify independently and take advantage of the freedom the platform offers.
What did it yield?
Faster loading times, higher conversion
More freedom in marketing, personalization and integrations
Better scalability, without constant technical barriers
The basis for expansion, experimentation and innovation
But above all, the transition not only provided a technical advantage , but also strategically regained control.
Digital sovereignty: from buzzword to strategic foundation
Perhaps the most interesting aspect of the migration is that it wasn't just about technology, but about control. With the switch, Schminkspecialist took a step toward digital sovereignty : the ability to make choices without being locked into a supplier's terms and conditions.
What is “digital sovereignty”?
Digital sovereignty essentially means having control over your digital infrastructure, your data, your processes, and your technological direction—rather than being dependent on a closed ecosystem. According to a reflective report from Utrecht University:
“Digital sovereignty… must be translated into authority over crucial digital systems and the data generated there, not only for the state, but also for the economy and society.” ( Utrecht University )
In practice, it is not about isolation (not doing everything yourself), but about regaining freedom of choice and avoiding the risk of dependency.
Why is this relevant in e-commerce?
1. Platform dependency creates power imbalances
Entrepreneurs who build their entire business on a single platform (or ecosystem) run the risk that the platform owner will eventually change the rules—or restrict things. Academic research (Platform-Dependent Entrepreneurs) describes this phenomenon as a "power asymmetry": the dominant party (the platform) can impose conditions that extract value from its affiliated sellers. ( brie.berkeley.edu )
2. Influencing the “fairness perception”
Research shows that platform dependency influences how fair sellers perceive their relationship with the platform. Intriguingly, the relationship is not linear: with too much or too little dependency, perceived fairness can decline. ( SpringerLink )
3. Risks of vendor lock-in
When systems are too tightly intertwined with a single supplier, switching later becomes virtually impossible—technically, contractually, and financially. This hinders innovation and strategic flexibility. ( BDO )
4. National and geopolitical context
At the macro level, digital sovereignty also plays a role. In the Netherlands, the importance of independence from major foreign tech players is increasingly being discussed. For example, through calls for digital independence and warnings that reliance on American suppliers could jeopardize service delivery. ( BDO )
The Prime Minister of the Netherlands recently even called for action: without digital autonomy, according to him, there is “no real security.” ( computable.nl )
How is this reflected in the Schminkspecialist case?
Freedom to choose : instead of being limited to what Logic4 offers, Schminkspecialist can now deploy different apps, integrations or features that fit their strategy.
Data ownership : customer data, product data, and order history are not “hidden” behind a layer managed solely by the supplier, but are transparent and accessible.
Strategic room for maneuver : changes in technology, sales strategy or expansion can be implemented independently.
Resilience against platform risk : if Shopify (or an app within Shopify) later applies unfavorable terms, it is easier to (partially) explore alternatives.
Sharing is caring: how collaboration takes you even further.
For the Schminkspecialist we worked together with Tomahawk , a Digital marketing agency for cross-border growth.
