Implementing E-Commerce Tools for a Manufacturing Company

About the company

A manufacturer of steel and plastic floor hatches joined our roster of clients. Until then, the client had a single, fairly extensive website, but it didn't showcase their full product range. They were also interested in moving away from WordPress, looking for a platform that would better fit their business needs and let them make fuller use of e-commerce. Facing fast growth in foreign markets and the need to reach different customer groups, the client decided to expand their online presence by building two separate online stores with advanced e-commerce functionality.

The services our client used were: online store development and Google Ads.

Client goals

Two online stores

The project involved building two online stores — one dedicated to steel hatches, the other handling sales of plastic hatches. The client wanted two separate stores in order to effectively reach different target audiences.

Launching sales in foreign markets

Our client was aiming to expand into foreign markets, including Austria, Belgium, Denmark, France, Germany, and Spain. Through this expansion, they planned to grow their global visibility and reach new audiences, which was a key part of the company's growth strategy.

An easier-to-use CMS

One of the client's key goals was moving to an easy-to-use sales management platform that would allow quick content updates and automated addition of new products.

Better customer service

The client's goal was to build a positive shopping experience for every user. It was especially important to make it simple to order hatches in custom, personalized dimensions, and to simplify the entire purchase path.

Effective promotion of the offer

The client also wanted to grow sales by actively promoting the offer once the stores were complete, with the goal of launching a campaign aimed at specific markets and audiences.

Our challenge

Early in our work together, the challenge was pinning down the exact scope of work that would address all of the client's goals at once. After a thorough analysis of the situation, we focused on expert guidance, offering the client full support throughout the decision-making process. We took a deep look at their needs and business goals, then proposed the best possible solutions within the planned budget. Our experience and know-how let us point the client toward a growth path suited to their individual needs and resources.

Delivery

After completing the steps below for the first store, we repeated the entire process to build the second store and its ad campaign.

1. Building the online store

The first step was designing the online store on the Shopify platform. We planned the layout of each subpage and its content. We carefully rewrote the text the client provided, arranged it in a logical order, added appropriate headings, and optimized it for SEO.

Our challenge

One challenge we ran into was a limited pool of available visual assets — especially given the niche industry our client operates in. Despite that, our designer rose to the occasion, creating additional graphics that significantly boosted the store's visual appeal. The new visuals were built around the company's visual identity, fitting seamlessly with the logo and lifting the aesthetics of the whole store.

2. Translations

Next, we added translations into three foreign languages: German, English, and French. This step was crucial for a client aiming to expand into foreign markets, giving prospective customers from different countries a comfortable way to use the store in their own language.

3. Adding products

Once the site design was approved, we started adding the first products. We also put together a detailed guide for listing further products, so the client could manage their catalog independently once our work together was done. That means they can easily add new products, update their details, and manage pricing and promotions to keep pace with a changing market.

4. Launching the custom order form

One of the most important features we built into the store is a tool that lets shoppers get a quote for hatches in custom dimensions they specify themselves. We designed a dedicated form to the client's specifications, letting users enter their own measurements and get an accurate price for the product.

We ran several rounds of testing to make sure the form worked intuitively, then made small tweaks to smooth out the ordering process. That gave the client a tool that makes buying much easier for shoppers looking for products tailored to their specific needs.

5. Connecting payments

At the next stage, we connected payment systems. Together with the client, we chose PayPal and Stripe, both of which support foreign markets. Integrating these two popular platforms lets the client accept payments in euros, the currency used in their target markets.

We added customer validation for the reverse charge mechanism — a special tax procedure used in international trade, where responsibility for paying VAT shifts from the supplier to the buyer. We made sure the payment processes were highly secure and reliable, so customers could use this option with full confidence.

Our challenge

A significant part of the process was integrating payment systems that support customers abroad. In Poland, this is still an evolving space that doesn't offer too many proven solutions. Despite that challenge, we managed to implement two payment options that are not only well-suited to international transactions, but also keep the purchase process secure and convenient.

6. Courier integration

The client wanted to offer free shipping to buyers in European countries. After integrating the payment systems, we turned to connecting with a courier company, and as part of that process we integrated with DPD.

7. Adding extra options at checkout

On the product page, we also added extra options to choose from at checkout. To let customers tailor their orders to their preferences, we added selectable options for things like the hatch door's finish material and its opening system. One of these options carries an extra charge, so we made sure that once a customer selects it, they immediately see the change in the total price.

8. Implementing Baselinker

We rolled out a three-way integration spanning the Subiekt GT sales system, Baselinker, and the Shopify platform the stores were built on. The first step was connecting the Subiekt GT sales system as the main database. Next, we implemented the Baselinker integration, which enables full inventory management and automation of sales processes. Finally, we connected Baselinker to the Shopify platform, creating a unified online sales environment.

This three-way integration lets the client manage their online store efficiently, sell across multiple channels, and optimize business processes, which helps boost the efficiency and competitiveness of their operations.

9. Mobile optimization

At the next stage, we focused on building out the mobile version of the store. We made sure it was responsive and paid close attention to user experience (UX), so every user gets a smooth, satisfying experience whether they're on a computer, smartphone, or tablet. We implemented solutions that let the store's interface adapt dynamically to different screen sizes and keep the site running fast on mobile devices.

10. Google Ads campaign

Once the stores launched, it was time to promote the offer. Our work naturally included integrating Google's tools, such as Merchant Center, Google Analytics, and Google Ads. That gave us the ability to monitor and optimize marketing efforts and analyze data on site traffic and user behavior.

We launched Google Ads campaigns focused on foreign markets such as Germany, Austria, France, and Belgium. With optimized ad campaigns in place, the client could effectively reach their target audiences, growing visits and conversions across both of their online stores.

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