An online shop designed around the product, not around the platform.
E-commerce design has a reputation for being template-driven. Most online shops look like each other because they use the same platforms with minimal customisation. A Digital Storefront engagement starts from the product and the customer, not from a platform template.
Platform choice is a consequence of the brief, not a starting point. For catalogues of up to 200 products where the client team needs to manage inventory and orders, WooCommerce with a custom theme is typically the right choice — the tooling is familiar, the ecosystem is mature, and it can be extended without replatforming. For larger catalogues or specific performance requirements, we build on different foundations.
The design of a digital storefront starts at the product page. This is where the purchase decision is made. The visual hierarchy on a product page — photography treatment, description structure, price position, add-to-cart proximity, supporting information like size guides or material specs — determines whether a visitor converts or bounces. Most e-commerce templates get this wrong in specific ways that are easy to identify but hard to fix without redesigning from scratch.
We design the product page first, then the category and collection pages, then the homepage. This is the opposite of how most agencies work. The reason is that the homepage is the least important page for conversion. It is the product page that does the work.
Deliverable: full Figma design file, custom-built storefront, payment integration (Stripe + PayPal standard), order management setup, mobile-optimised, performance-tested, and 90-day post-launch support for a store managing up to 200 products at launch.
In practice
An artisan food producer in the Monti Sibillini foothills launched their first online store with us. In the first quarter, 27% of revenue came from customers outside Italy — a market they could not previously reach through wholesale alone.
A Marche-based fashion label switching from a Shopify template to a custom-built storefront saw average order value increase 31% within four months. The redesigned product pages gave buyers more confidence in sizing and material decisions before purchase.
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