Migrate Sitecore to Sanity CMS

Why Enterprises Are Leaving Sitecore

Sitecore had its run. For years it was the default enterprise DXP — the safe choice for large organizations that needed personalization, multisite management, and content workflows. Safe stopped being smart a while ago.

Sitecore XP licensing costs are brutal. XM Cloud tried to modernize the stack, but underneath it's still Sitecore — opinionated, heavy, and expensive to maintain. JSS was a step toward headless, but it bolted a React layer onto a monolithic core rather than rethinking the architecture. Your developers end up debugging Sitecore-specific abstractions instead of shipping features. Your content team waits on dev cycles for changes that should take minutes.

Sanity CMS is the opposite of all that. It's a structured content platform built API-first, designed for real-time collaboration, and flexible enough to model any content domain without fighting the system.

We've led Sitecore-to-Sanity migrations for enterprises running XP, JSS, and XM Cloud. Here's what we know.

The Sitecore Pain Points That Actually Matter

Licensing and Total Cost of Ownership

Sitecore licensing can run $100K–$500K+ annually depending on your tier, modules, and user count. Add Sitecore-specialized developers (a shrinking, expensive talent pool), hosting infrastructure, and the overhead of keeping everything patched and compatible. The TCO is staggering for what you actually get.

Content Hub Lock-In

Sitecore Content Hub was supposed to solve DAM and content operations. In practice, it's another tightly coupled module that deepens your platform dependency. Replacing Content Hub with Sanity's content lake gives you a single, queryable source of truth without the vendor lock.

Developer Experience Is a Bottleneck

Sitecore development is slow. Full stop. Build times drag, local development environments are fragile, and the gap between what a component looks like in Experience Editor versus production is a constant source of bugs. JSS improved things marginally, but you're still deploying through Sitecore's pipeline.

Content Team Friction

Content editors in Sitecore work within rigid page templates. Want to reuse a content block across channels? That requires developer intervention. Want to preview changes in real time? Experience Editor's rendering lag makes that painful. Content teams end up blocked, filing tickets instead of publishing.

Personalization Theater

Sitecore's personalization engine — xDB, xConnect — sounds impressive in sales demos. In practice, most organizations use a fraction of its capabilities because the implementation cost is enormous. You're paying enterprise DXP prices for a CMS.

What Sanity Brings to the Table

Structured Content Modeling

Sanity schemas are defined in code — TypeScript or JavaScript, version-controlled in Git, reviewed in pull requests. You define document types, object types, references, and validations programmatically. Your content model becomes as rigorous and portable as your application code.

Portable Text — Sanity's rich text format — stores content as structured JSON rather than raw HTML. Your content renders correctly on web, mobile, email, kiosks, or any future channel without transformation headaches.

GROQ Content Lake

GROQ is Sanity's query language. It's expressive, fast, and purpose-built for querying structured content. Unlike GraphQL, there's no schema stitching or resolver complexity. You write a GROQ query, you get exactly the data shape you need. The content lake is a real-time, globally distributed datastore — not a database bolted onto a CMS.

Real-Time Collaboration

Multiple editors can work on the same document simultaneously. Changes appear instantly. No check-in/check-out locking, no merge conflicts, no lost work. Sanity Studio shows presence indicators so your team knows who's editing what. Think Google Docs-level collaboration, but for your CMS.

Sanity Studio: Your Custom CMS

Sanity Studio is an open-source, React-based editing environment that you own and customize. Need a custom widget for SEO scoring? Build it. Need a workflow plugin for editorial approval? Build it or install one. Studio deploys as part of your codebase — not hosted on Sanity's infrastructure — which means full control.

MACH Composable Architecture

Sanity fits cleanly into a MACH stack. It handles content. Your frontend (Next.js, Astro, Remix) handles presentation. Your commerce platform handles transactions. Your search service handles search. Each service is best-in-class, independently deployable, and replaceable. No monolith.

Our Sitecore-to-Sanity Migration Process

Phase 1: Discovery and Content Audit (2–3 weeks)

We inventory your Sitecore instance — every template, rendering, content item, media asset, personalization rule, and workflow. We crawl the site for URL structures, redirects, and SEO metadata. We map Sitecore's template hierarchy to Sanity document types and decide what to migrate, what to consolidate, and what to cut.

Deliverables: content model mapping document, migration scope, risk assessment, SEO baseline report.

Phase 2: Content Modeling in Sanity (2–3 weeks)

We design your Sanity schemas from scratch. Not a 1:1 port of Sitecore templates — a proper structured content model optimized for reuse, omnichannel delivery, and editorial efficiency. We configure Portable Text, reference structures, taxonomy systems, and localization patterns.

We set up Sanity Studio with custom input components, preview panes, and editorial workflows that match — and improve on — what your team had in Sitecore.

Phase 3: Frontend Development (4–8 weeks)

We build your frontend in Next.js (or Astro for content-heavy sites) connected to Sanity via GROQ queries. Visual Editing and live preview are configured so editors see changes in real time on the actual site — not an Experience Editor approximation.

Performance is non-negotiable. We target sub-300ms TTFB and 95+ Lighthouse scores on mobile.

Phase 4: Content Migration and Validation (2–4 weeks)

We extract content from Sitecore via API, database export, or site crawl — whatever gives us the cleanest data. Custom migration scripts transform Sitecore fields into Sanity document structures, convert rich text to Portable Text, and remap media assets to Sanity's asset pipeline.

Migration runs in phases — subset imports, validation against source, automated parity checks. Not a single high-risk cutover.

Phase 5: SEO Preservation, QA, and Launch (1–2 weeks)

Every URL gets a redirect map. We validate canonical tags, structured data, Open Graph metadata, XML sitemaps, and hreflang tags. Before-and-after crawls confirm zero SEO regression.

We train your content team on Sanity Studio, document everything, and support you through launch and the critical first weeks of production.

SEO Preservation Strategy

Sitecore migrations carry real SEO risk if handled carelessly. Our approach:

• Full URL inventory from Sitecore sitemap and crawl data, cross-referenced with Google Search Console
• 301 redirect mapping for every indexed URL, implemented at the edge (Vercel, Netlify, or Cloudflare)
• Metadata migration — title tags, meta descriptions, OG tags, structured data all ported and validated
• Internal link audit — every internal link updated to prevent redirect chains
• Post-launch monitoring — Search Console indexing, Core Web Vitals, and rank tracking for 90 days

We've migrated sites with 50K+ pages without losing organic traffic. The key is treating SEO as a first-class workstream, not an afterthought.

Timeline and Pricing

Most Sitecore-to-Sanity migrations run 12–20 weeks depending on content volume, number of sites, localization complexity, and frontend scope.

Scope	Timeline	Investment
Single site, <5K pages	12–14 weeks	$80K–$150K
Multi-site, 5K–50K pages	14–18 weeks	$150K–$300K
Enterprise, 50K+ pages, multi-brand	18–24 weeks	$300K+

These numbers are a fraction of what most organizations spend annually on Sitecore licensing alone. The migration pays for itself within the first year through reduced licensing, hosting, and development costs.

The MACH Composable Stack We Deploy

Post-migration, your architecture looks like this:

• Content: Sanity CMS (Content Lake + Studio)
• Frontend: Next.js or Astro on Vercel/Netlify
• Search: Algolia or Typesense
• Commerce: Shopify, commercetools, or Medusa (if applicable)
• Media: Sanity Asset Pipeline or Cloudinary
• Analytics: Plausible, Fathom, or GA4

Every component is independently scalable, replaceable, and API-connected. No vendor lock-in. No monolith tax.