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Thanks for your responses Dmitrii Kustov and effectdigital, to restate the quoted information, our uderstanding was that there would be a downdraft period of at least several weeks, maybe longer, but that we would eventually recuperate our page rank. I had referenced somewhat recent articles stating that 30x redirect no longer dilute pagerank, whereas in the past there could be 10-15% dilution.

https://searchengineland.com/google-no-pagerank-dilution-using-301-302-30x-redirects-anymore-254608

effectdigital, to answer your questions:

1. Yes, the full site has moved to brandshop.com as of early last month
2. The new site is somewhat of a re-build but 95% the same in terms of pages and content. To clarify, the contents within brand.com/shop and brandshop.com are nearly the same
3. We have not shed a lot of content. Just a handful of products were disabled (in a catalog of thousands of products).
4. No, we did not benchmark rankings or put any attention into SEO for that matter. I came on board pretty late into the project, and without making excuses, my time was prioritized in other aspects of the business. We did not do a "one-size fits all" redirect, we mapped out all old category to new category URLs and wrote redirect rules, page-to-page redirects in several instances where URLs had changed, and an analysis of top 500 pages to check for outliers.
5. I wouldn't call this a hunch migration. From an SEO perspective, I solely focused on getting the redirects in place, and perhaps didn't put enough thought into whether or we should have moved to a new domain from an SEO perspective and whether the cons outweighed the other business decisions behind the move.

Hello,

We are a healthcare company with a strong domain authority and several thousand pages of service related content at brand.com. We've been operating an ancillary ecommerce store that sells related 3rd party products at brand.com/shop for a little over a year. We recently  invested in a platform upgrade and moved our site to a new domain, brandshop.com.

We implemented page-level 301 redirects including all category pages, product detail pages, canonical and non-canonical URLs, etc.. which the understanding that there would not be any loss in page rank. What we're seeing over the last 2 months is an initial dive in organic traffic, followed by a ramp-up period of if impressions (but not position) in the following weeks, another drop and we've steady at this low for the last 2 weeks.

Another area that might have hurt us, the 301 redirects were implemented correctly immediately post launch (on a wednesday), but it was discovered on the following Monday that our .htaccess file had reverted to an old version without the redirect rules. For 3-4 days, all traffic was being redirected from brand.com/shop/url to brandshop.com/badurl.

Can we expect to recover our organic traffic giving the launch screw up with the .htaccess file, or is it more of an issue with us separating from the brand.com domain?

Thanks,
Eugene