Omnichannel Commerce Solutions

Most commerce problems are not storefront problems

When online sales underperform, the storefront is usually blamed and rarely at fault. The actual causes sit behind it: stock levels that are wrong by the time a customer reaches checkout, pricing that differs between the website and the counter, shipping rules that cannot express how the business really operates, and an ordering process that assumed every customer pays the same price. Redesigning the homepage does not fix any of these.

So we start where the money leaks. We map the full journey from discovery to fulfilment to repeat purchase, then look at the systems each step depends on. Frequently the highest-return work is unglamorous — correcting the product data model, fixing the inventory sync, restructuring the pricing tiers — and it produces more revenue than a visual refresh ever would.

Shopify Plus, extended where the business needs it

Shopify Plus is our platform of choice for most retail and wholesale clients, for a specific reason: it removes the burden of maintaining a PCI-compliant checkout, which is the highest-risk, lowest-differentiation component of any commerce build. Your competitive advantage is not your payment form.

Where the standard platform stops short, we extend it. Multi-tier and customer-specific pricing for businesses selling to both consumers and trade. Quick-order and reorder workflows for wholesale buyers who know exactly what they want and resent browsing. Advanced filtering for large catalogues, including attribute-based navigation across aesthetics, dimensions, finishes and compatibility. Where the front-end needs to be genuinely bespoke, we run headless with a React or Next.js layer over the commerce back-end.

ERP integration is the difference between a store and a business system

For most of our commerce clients, the source of truth is not the storefront — it is Microsoft Dynamics 365 Business Central, Xero or QuickBooks. Duplicating that data into the website creates two versions of the truth and a permanent reconciliation task for someone in finance.

We integrate instead of duplicating: inventory, pricing, customer accounts, orders and fulfilment status synchronised through APIs and webhooks, with retry logic and audit trails so a failed sync surfaces immediately rather than silently. The commercial effect can be substantial — Wafex reduced order processing time by half and lifted online B2B transactions 60% within six months, largely because staff stopped re-entering orders between systems.

Conversion work, measured honestly

Optimisation is where agencies most often overpromise. We approach it as disciplined testing rather than opinion: A/B tests on the steps that carry the most revenue, heatmap and session analysis to find where intent dies, and structured review of the checkout, search and category experiences. Results are reported against revenue and average order value, not micro-conversions chosen because they moved.

AI personalisation belongs here too, but as an amplifier rather than a headline. Behavioural recommendation and dynamic merchandising work well on catalogues large enough for the signal to be meaningful. On a two-hundred-product store the honest advice is usually to fix search and category structure first — which is what we will tell you.

Migrations and rebrands without losing what you built

Commerce migrations are where a decade of search equity most often disappears, because the domain change is treated as a technical cutover instead of an entity migration. Our Tile Empire work — consolidating Tile Boutique and Tiles Expo into one mid-luxury brand — was run as a documented, staged transition: URL-level mapping across every filter and category, the redirect phase sequenced to the physical store rebranding, and Search Console monitored throughout. More than ten years of accumulated equity was protected and digital leads grew 65% year on year.