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Digital Marketing | Adobe
Migrating from WordPress or Drupal to Adobe Experience Manager involves...
By Vanshaj Sharma
Feb 10, 2026 | 5 Minutes | 
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Moving from WordPress or Drupal to Adobe Experience Manager (AEM) is not a small decision. It represents a fundamental shift in how organizations manage digital experiences. The cost question comes up immediately, and for good reason. But pricing this migration is far from straightforward.
The truth is, there is no fixed number. What one company spends on AEM migration can be completely different from what another pays. The variables are numerous, and each project carries its own complexity. Understanding what drives those costs helps set realistic expectations.
AEM operates in a different league compared to WordPress or Drupal. While WordPress excels at simplicity and Drupal offers flexibility, AEM is built for enterprise-level digital asset management and content orchestration at scale. That power comes with a different cost structure.
The architecture alone sets it apart. AEM is a Java-based platform with deep integration capabilities across Adobe's marketing cloud. That means the technical requirements differ significantly from open-source CMS platforms. You need different skills, different infrastructure, and different planning.
The volume of content being migrated plays a massive role in determining costs. A site with 500 pages requires far less effort than one with 50,000 pages, multiple microsites, and years of archived material.
Content does not simply transfer over. Each piece needs evaluation. Some content will migrate cleanly. Other pieces require restructuring, reformatting, or complete reimagining to fit AEM's component-based architecture. The more content you have, the more time this takes.
Digital assets add another layer. Images, videos, PDFs, and downloadable resources all need migration. If metadata is messy or inconsistent in the current system, that problem multiplies during migration. Cleaning up assets before or during migration significantly impacts the timeline and budget.
Off-the-shelf migration is rarely an option. Most organizations run customized WordPress or Drupal installations with plugins, custom themes, and specific workflows. Replicating that functionality in AEM requires development work.
Third-party integrations matter too. CRM systems, marketing automation platforms, analytics tools, and e-commerce solutions all need to connect with AEM. Each integration requires configuration, testing, and sometimes custom development. The more complex the tech stack, the higher the migration cost.
AEM's component library needs to be built or adapted. Unlike WordPress where you might use pre-built themes, AEM implementations typically involve creating custom components that match brand standards and functional requirements. This is design and development work that adds to the overall investment.
The existing site architecture influences migration costs heavily. A well-structured Drupal site with clean taxonomies and organized content types will migrate more smoothly than a WordPress site cobbled together over years with inconsistent structure.
Legacy code creates problems. Custom PHP code, outdated plugins, or non-standard implementations need careful handling. Sometimes that code gets rewritten for AEM. Other times, the functionality gets rethought entirely. Either way, technical debt from the old platform becomes migration cost in the new one.
Multisite setups increase complexity. If the organization runs multiple sites on WordPress or Drupal, each one needs consideration. AEM handles multisite differently than these platforms. The migration strategy must account for how sites will be structured, whether they share components, and how content gets managed across properties.
AEM is not something most web developers know how to use. The platform requires specialized skills. Finding developers with AEM experience costs more than finding WordPress developers. That reality affects both migration and ongoing operations.
Some organizations try to upskill existing teams. Training costs money and takes time. Even with training, there is a learning curve before teams become productive with AEM. That transition period impacts budgets and timelines.
Hiring outside expertise is common. Agencies or consultants who specialize in AEM migrations bring valuable experience but charge accordingly. Their involvement might be project-based or extend into ongoing support. The level of external help needed depends on internal capabilities.
Migrating data is not just a technical export and import. Content needs mapping from old structures to new ones. URLs need redirecting to preserve SEO value. User roles and permissions require reconfiguration in AEM's security model.
Testing cannot be skipped. Every migrated page needs review. Forms need testing. Integrations need validation. The quality assurance phase takes time, especially for large sites. Discovering issues late in the process leads to rework, which drives up costs.
Staged migration approaches sometimes make sense. Moving content in phases rather than all at once can reduce risk but may extend timelines. The strategy chosen affects both cost and project duration.
AEM has different hosting requirements than WordPress or Drupal. The platform can be deployed on-premises, in the cloud, or as a managed service through Adobe. Each option has different cost implications.
Cloud infrastructure through AWS, Azure, or Adobe's managed services involves ongoing costs beyond the initial migration. Server specifications need to match AEM's requirements, which typically exceed what a WordPress site needs. Performance, scalability, and redundancy all factor into infrastructure decisions.
Environment setup matters too. Development, staging, and production environments are standard for AEM implementations. Setting up and maintaining these environments adds to the total cost picture.
How fast the migration happens affects what it costs. Aggressive timelines require more resources working in parallel. That means higher costs but faster completion. Stretched timelines may have lower monthly costs but extend overall project duration.
Phased approaches spread costs over time. Moving one section of the site, then another, then another allows budget allocation across quarters or fiscal years. The trade-off is living with a hybrid state longer.
Business continuity during migration is critical. Downtime costs money. Strategies to minimize disruption during the transition require planning and sometimes additional technical work to ensure seamless cutover.
Every AEM migration is unique. The factors outlined here interact in complex ways. A small site with heavy customization might cost as much as a larger site with simpler requirements. There is no formula that works universally.
Working with experienced partners makes a difference. DWAO, as an Adobe Gold Partner, has deep expertise in AEM migrations. The Gold Partner designation means proven capability and direct access to Adobe resources. That expertise helps avoid common pitfalls and provides accurate scoping.
Getting a real quote requires real conversation. Understanding your specific content volume, technical requirements, integration needs, and business goals allows for proper estimation. Generic numbers do not help because they do not reflect your reality.
Migrating to AEM is an investment in enterprise-grade digital experience management. The cost reflects the platform's capabilities and the complexity of moving an organization's digital presence. Budgeting properly means understanding all the factors that influence price.
If you are seriously considering an AEM migration, reach out to DWAO. As an Adobe Gold Partner, we can provide a detailed assessment of what your specific migration would involve and what it would cost. Real numbers come from understanding real requirements, and that starts with a conversation about your needs, your content, and your goals.