Per the report form Inspirepreneur – “Maggie Beer Holdings reported a $9.53 million FY26 statutory loss after organic search traffic fell following a website migration at Hampers & Gifts Australia”.
The Hamper Emporium is an Australian online premium gifting and hamper retailer. It sells curated gift boxes and baskets for personal occasions and corporate gifting—typically combining gourmet food, wine/champagne, chocolates, pamper products, baby gifts, and branded keepsake packaging.
And this report also highlights – “In June 2025, the Hampers & Gifts Australia moved their websites to Shopify, according to the Maggie Beer Holdings. Online sales were then impacted from the organic search traffic drop, which was as much as 38% ahead of Christmas.
About $800,000 was invested in extra advertising, to support traffic and sales. Hampers & Gifts Australia’s net sales for FY26 amounted to $41.4 million, which is a 6.3% decrease against the previous year.”
Crazy numbers and loses all because of a SEO migration gone wrong. That’s why it’s so important to follow through right migration strategy while doing any sort of migration or any other big change on the site.
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