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eCommerce development is building and improving online stores — catalogue structure, product and category templates, search and filtering, checkout and the integrations behind them. The aim is a store that search engines can index cleanly and shoppers can buy from without friction.
The problem
Stores often grow by bolting on apps and filters until category pages duplicate each other, product pages load slowly and checkout leaks buyers. Replatforms add risk: thousands of URLs can lose their equity overnight.
How we approach it
We design the catalogue first — which categories deserve indexable pages, how filters behave, which attributes appear in titles and schema — then build fast templates and a short, trustworthy checkout. Migrations are mapped product by product.
Business outcomes
- Category pages that target real shopping searches
- Clean faceted navigation without index bloat
- Product pages with complete Product schema and fast media
- A shorter, clearer checkout
- Replatforms that keep historical search equity
What's included
Catalogue and category architecture
Category hierarchy and indexable filter combinations chosen from search demand rather than internal merchandising labels.
Product and category templates
Templates with unique copy fields, specifications, reviews, FAQs and Product, Offer and Breadcrumb schema.
Faceted navigation control
Rules for which filtered URLs are indexable, canonicalised or blocked, so crawl budget goes to pages that sell.
Checkout and conversion
Fewer steps, clear delivery and returns information, trusted payment options and guest checkout.
Integrations
Inventory, ERP, payments, shipping, reviews and analytics wired into a reliable data flow.
Replatform migration
Product, category and content URL mapping with redirects, metadata carry-over and post-launch crawl checks.
What you receive
- Catalogue architecture and faceted navigation rules
- Store design and template set
- Production storefront and integrations
- Migration redirect map
- Conversion and performance baseline report
How we work
- 1
Audit
Review catalogue, traffic by template, conversion funnel and platform limits.
- 2
Architect
Define categories, filters, URL rules and the product data model.
- 3
Design and build
Create templates and checkout, then integrate operational systems.
- 4
Migrate
Map every URL, migrate data and run staging QA.
- 5
Launch and optimise
Monitor indexation and revenue, then test improvements to key templates.
How we measure it
- Organic revenue by category
- Indexed versus submitted product URLs
- Add-to-cart and checkout completion rates
- Template page speed on mobile
Honest limitations
Product data quality limits what any store can achieve. If descriptions, images or attributes are incomplete, we will tell you and plan the work, but we cannot invent product information.
Frequently asked questions
- Shopify or WooCommerce?
- Shopify suits most brands that want low maintenance. WooCommerce or headless suits teams needing deep customisation. We recommend after reviewing your catalogue, integrations and team.
- Can you fix our existing store rather than rebuild?
- Often, yes. Category architecture, template and checkout improvements can deliver much of the value without a full replatform.
Related services
- Ecommerce SEO Turn category, product and faceted templates into a coherent, crawlable revenue system.
- Web Development Fast, crawlable, conversion-ready websites built with SEO in the foundations, not bolted on later.
- Conversion Rate Optimization Turn more existing visitors into leads and customers through research-led changes and properly run tests.
- PPC Management Google, Microsoft, Meta and LinkedIn campaigns built on clean tracking and judged by qualified leads and revenue.
Let's build your growth system.
Tell us where you are now and what you need to reach. We'll come back with scope, sequencing and what we'd do first.