Agropunkt - PrestaShop 9 Migration + Google Ads

About the client

Agropunkt Sp. z o.o. is an agricultural wholesaler and online store based in Zator, Poland, operating at sklep.agropunkt.eu. The company supplies farms, growers and hobbyists with the full range needed across the growing cycle - from plant protection products (PPP), through fertilizers and biostimulants, to seeds, garden soil and agricultural accessories. The catalog holds over 3,000 SKUs, served in parallel across e-commerce, a brick-and-mortar store and the Allegro marketplace.

Agropunkt is an unusually demanding project in several respects. The nature of the industry means agricultural e-commerce combines the traits of a typical B2C store (fast checkouts, high SKU rotation), heavy B2B (large pallet orders, invoices, trade credit, ERP) and a legally regulated environment - selling plant protection products is supervised by the PIORiN inspection, requires buyer verification, a five-year sales registry and logistics restrictions. Add to that extreme seasonality - spring is seeds and fertilizers, summer is plant protection, autumn is winter cereals - which means keeping infrastructure ready for three-to-fourfold traffic spikes in peak season.

The second specific trait is profitability - the client's margins hover between 1-5% per product. Every advertising zloty is critical, and every store slowdown, every misbooked order or every faulty ERP sync hits the bottom line directly. The Agropunkt project was therefore not just another PrestaShop migration - it was a multi-layer digital transformation, tying technical infrastructure, legal compliance and performance marketing into one coherent whole.

The challenge

The starting point was typical of PrestaShop stores that have outgrown their original architecture. The platform, on PrestaShop 8.2, loaded in over five seconds on desktop and was practically unusable on mobile - while mobile traffic already accounted for more than half of all sessions. The installation was burdened with 23 redundant modules (leftovers from past deployments, A/B tests, disabled integrations) that still queried the database, registered hooks and weighed down every request.

On the business layer, the store had no carrier integration whatsoever, which meant manual label printing, no shipment tracking and - for pallet orders - separate communication with the logistics operator. Google visibility was below the category's potential, bounce rate exceeded acceptable thresholds for the agricultural sector, and cart abandonment stayed high.

The biggest challenge, however, was neither the technical migration nor marketing optimization. It was the upcoming Polish Plant Protection Products Act with a hard deadline of March 6, 2026. The law introduces mandatory buyer verification at the order stage, a mandatory five-year sales registry, a ban on delivering PPP to parcel lockers and pickup machines, and a total ban on selling selected substances online (fumigants). Violations carry PIORiN fines between €230 and €23,000 per confirmed breach. The deadline was immovable, and the scope of changes - fundamental.

The project was ultimately delivered as a complete digital transformation - from the technical platform migration, through building seven custom modules (including the compliance-critical KS SOR module), to managing Google Ads campaigns, organic SEO and ERP integrations. The full production migration took place on January 20, 2026, with roughly a six-week buffer before the PPP regulations came into force.

Scope of work

1. PrestaShop 8.2 → 9.0.2 migration

Migrating between PrestaShop 8.x and 9.x is not an update in the usual sense. It is a full generational leap, requiring upgrades to the PHP layer, Symfony, the database and every installed module. On top of that, PrestaShop 9 introduces significant changes to security policy (restrictive .htaccess rules), Twig/Symfony template handling and PHP 8.3 compatibility, where many language mechanisms were removed or changed semantics.

The migration scope covered upgrading every layer of the stack and carrying over the store's full operational history - products, customers, orders, variants, images and category structures - while preserving referential integrity and SEO visibility.

The data migration itself demanded the utmost care. The key business requirement was preserving full order history integrity - not just for operations, but also for annual reporting, Comarch Optima ERP reconciliation and the client's tax obligations. At the same time we had to protect SEO rankings, since organic traffic accounted for a significant share of total revenue.

• 3,000+ products with variants
  Price combinations, stock levels, photos, descriptions, attributes - a full migration of the variant structure
• 15,000+ customers with history
  Accounts, delivery addresses, preferences, login history, messages - full data continuity
• Order history with integrity
  Status, products, historical prices, invoices, ERP links - all IDs preserved
• 500+ SEO 301 redirects
  A URL structure change with rankings preserved - a redirect map from every old path

2. Post-migration compatibility fixes

A packaged PrestaShop migration never goes incident-free - especially when the store has been extended for years with third-party modules and integrations. Each of the four issues below had to be solved individually, often at the level of PrestaShop core code or external modules.

3. KamikStudio custom modules - 7 dedicated extensions

Standard PrestaShop functionality, even in version 9, did not cover the client's requirements - business (agricultural specifics), legal (PPP compliance) or performance (filters across 3,000 SKUs). So we delivered seven custom KamikStudio modules, designed specifically for this store's architecture and integrated into its workflow.

4. KS SOR - legal compliance as a product feature

The Plant Protection Products Act, as in force from March 6, 2026, imposes three pillars of requirements on an online PPP seller: mandatory buyer verification, logistics bans and restrictions, and a mandatory five-year registry. The KS SOR module was designed so that each pillar has its place in the data model and the purchase flow - not as an "overlay", but as a natural part of the PrestaShop flow.

• PPP buyer verification
  Full name, certificate number, issuing body, expiry date - a mandatory form at the first PPP purchase, with expiry validation on every subsequent order
• Logistics restrictions for PPP products
  No shipping to InPost parcel lockers, pickup machines or food/feed pickup points - filtered at checkout
• A five-year registry - 6 dedicated DB tables
  ps_ks_sor_customers, ps_ks_sor_certificate_history (a change audit, records never deleted), ps_ks_sor_orders (a snapshot of PPP orders), ps_ks_sor_audit_log. The retention_until field = order date + 5 years
• A total online sales ban on fumigants
  Selected substances (fumigants) carry a flag excluding them from e-commerce - in-store purchase only
• PPP order snapshots
  Every order containing PPP is recorded in a separate registry table together with the certificate data as of the moment of purchase - regardless of later profile changes
• Protection against PIORiN fines of €230-23,000
  The module is designed as defense in depth - every statutory requirement has its own enforcement layer in code and in the database

5. External integrations - four critical flows

An agricultural store does not operate in a vacuum - it connects to carriers, an ERP, accounting systems and marketplaces. For Agropunkt we designed four critical integrations, two synchronous (DPD, Raben) and two cyclic/asynchronous (OpSync, Allegro).

• DPD Poland - door-to-door courier, PUDO, COD
  The dpdshipping 2.0.1 module - automatic labels, tracking, cash on delivery, PUDO point selection at checkout. Fully guarded against the PPP flow (parcel locker blocking).
• Raben - pallet shipping
  For large B2B orders (fertilizers, soil - above courier parcel weight) automatic pallet shipment notification, weight/volume calculation. Carrier ID 140 (RABEN pallet), Carrier ID 147 (RABEN COD).
• OpSync - Subiekt GT / Comarch Optima (RtnetSubSync)
  Two-way ERP synchronization: order import/export, stock updates, contractor sync. This is the company's accounting and operations backbone - every e-commerce order must reach the ERP without human involvement.
• Allegro (x13allegro)
  Marketplace listing sync: importing Allegro orders straight into PrestaShop, stock updates. Cron */5 * * * * - a sync every 5 minutes.

6. Performance - Core Web Vitals and GTmetrix Grade B

An agricultural store with 3,000 SKUs, multi-criteria filters and five background sync modules has the potential to grind a server down. So the migration came with hard performance work - starting at the application layer (removing 23 redundant modules, cleaning unused files - over 800 MB), through the database (indexes, OPTIMIZE TABLE), to the frontend (minification, lazy loading, compression).

Compared to the pre-migration state we achieved: load time from ~5 s to 2.9 s (-42%), LCP from ~4 s to 1.9 s (-52%), FCP from ~3 s to 1.6 s (-47%). In agriculture this is not an academic improvement - it translates directly into a lower bounce rate, a higher add-to-cart rate and more transactions, especially on mobile.

Marketing: Google Ads and SEO

The technical side is only half the job. In the Agropunkt partnership model, KamikStudio also manages the Google Ads campaigns and coordinates performance marketing. The client's account is managed through the KamikStudio MCC, in parallel with the external agency Rebena, responsible for SEO, link building, Facebook Ads and analytics.

The defining trait of marketing for Agropunkt is extreme sensitivity to click cost. With 1-5% product margins, a poorly tuned PMax campaign can generate a loss within a week. So the approach is surgical: precise exclusion lists, per-intent segmentation, dedicated RSAs for brand and product campaigns, and continuous bidding strategy testing.

1. Account structure - five campaigns + an exclusion list

The Agropunkt Google Ads account is built around five active campaigns with separated budgets and intents - a general PMax, a product Shopping campaign, local Search, brand Search and Display remarketing. This structure allows measuring ROAS per campaign and allocating budgets day by day.

2. March 2026 optimizations - negative keywords and RSAs

One of the latest optimization sessions (March 30, 2026) added 21 new negative keywords to the shared exclusion list "[Agropunkt] Exclusions - Irrelevant categories". The exclusions covered retail competitors (castorama, leroy merlin, obi), unsupported brands (agrecol, twoj ogrod), hobbyist DIY queries (opuchlaki, pedraki, cma bukszpanowa, spray, do podlewania) and informational queries (etykieta, dawkowanie, forum, opinie, wikipedia, praca, oferty pracy). The list totals 56 phrases applied across 12 campaigns, plus a second list "KS | Negatives - General + Competitors" with 52 phrases across 14 campaigns.

• Agropunkt Brand RSA - Low → Good
  Added 6 headlines (Best Prices on the Market, Zator - Local Pickup, A Wide Agricultural Range, Expert Agricultural Advice, Order Online - 24h Delivery, A Trusted Store Since 2015) + 2 new descriptions
• PPP Products RSA - Low → Average
  Added 2 new headlines with product names (Mospilan and Axial - Buy Now, Mustang Forte - Buy Online) + 2 descriptions reflecting product intent
• 21 new exclusions in phrase + exact match
  Added to the shared list and applied across 12 campaigns at once - a faster response to new unwanted query patterns
• Mospilan - 50% of the Search budget on one product
  A monitored anomaly - the Mospilan product consumed €19 over 14 days and needs verification of whether it actually converts

3. Google Ads results - March 13-29, 2026

In a two-week window (March 13-29, 2026) the Google Ads campaigns generated 5,790 clicks, 174,535 impressions and 41.98 conversions at a cost of €260. Conversion value reached €9,470, putting gross ROAS around 36x. In an industry with 1-5% product margins, a 36x ROAS is a comfortable result.

4. Historical campaign results (October 2025)

For comparison - the earlier campaign structure from October 2025 shows where the optimization started. The full breakdown of budgets and results per campaign:

5. Known campaign issues and the action plan

• Search conversion tracking - to verify
  PMax and Shopping report conversions correctly, but brand Search shows 0 conversions from 144 clicks - likely a broken tag, pending a GTM audit
• PMax limited by the bidding strategy
  Google recommends switching to Target ROAS 12,763% - the strategy change is planned after the season (June/July 2026), once the account gathers enough conversion signal
• Mospilan - single-product dominance
  The product consumes 50% of the Search budget in 14 days (€19) - needs its own ad group and per-SKU ROAS monitoring
• SEO - 38% organic traffic growth (Aug→Oct 2025)
  From 828 to 1,142 sessions per month - two keywords in Google's TOP 10: "jak sadzić czosnek zimowy" (how to plant winter garlic; pos. 6, 101 visits/mo) and "kiedy siać marchew" ("when to sow carrots") (when to sow carrots; pos. 8, 145 visits/mo)
• AI citations (Ahrefs)
  ChatGPT: 6, Perplexity: 3, Google AI: 1, Copilot: 2 - the store appears in the answers of major language models
• 118 new SEO texts (Aug-Oct)
  4 blog articles per month, 88 unique SEO snippets, 16 internal links - a content campaign aligned with the farming calendar

6. Facebook Ads - completing the funnel (August 2025)

Facebook Ads campaigns running alongside Google Ads serve two complementary goals: B2B lead generation for the winter cereals category and abandoned cart remarketing. In August 2025 the "Winter cereals" Lead Ads campaign generated 7 leads (+250% vs July), reach 10,559, impressions 51,309, cost per lead €18, spend €126. The traffic campaign for the "Farmers 30-55" segment delivered 517 landing page views at a reach of 26,159 and a cost per result of €0.24 (spend €125). Abandoned cart remarketing: 2 orders at €16 per purchase.

Technologies

The Agropunkt stack is a full set of e-commerce, ERP and marketing tools integrated into one coherent pipeline. Every item listed has a real role in the project - none of it is "cover-page technology".

Results

The Agropunkt project delivered measurable results along four parallel axes: technical (performance), business (conversions, revenue), compliance (legal readiness ahead of the deadline) and marketing (ROAS, traffic, SEO positions). Below are the key metrics from the thirty days after launch plus the project's reference parameters:

Summary