When is Hyvä migration NOT worth it?

Three honest cases where I’d push back on the migration:

1. You’re on the verge of replatforming. If you’re seriously evaluating Shopify Plus / BigCommerce / commercetools in the next 12 months, skip the Hyvä migration. The Hyvä storefront work has no portability to a different backend. Spend the $20k, $50k on the platform decision instead.
2. Your conversion bottleneck isn’t storefront performance. Hyvä lifts conversion mostly because of perf and INP. If your bottleneck is checkout friction (too many fields, no Apple Pay, no guest checkout), or product discovery (bad search, weak filters), or trust (no reviews, no clear shipping policy), Hyvä won’t fix those. Diagnose the bottleneck before migrating.
3. Tiny store (<$200k GMV). The Hyvä migration cost ($6k, $12k for default DTC) needs ~6-12 months of post-migration conversion lift to pay back at $200k GMV. If you’re in this band, the time + cost is better spent on traffic acquisition. Revisit when GMV crosses $500k.

Edge case where Hyvä might not be worth it but I’d still consider it: B2B-only store where 80%+ of traffic is logged-in repeat buyers with predictable carts. The Lighthouse / INP wins don’t matter as much for repeat-purchase intent. But even there, the developer-experience win (faster builds, simpler frontend) usually pays off in long-term maintenance cost.