Development of an online sports equipment store

The company produces equipment, clothing and accessories for gymnastics, working with both private buyers and sports schools, clubs and teams. The existing online store was built on WordPress and has been repeatedly modified by various contractors over the years. Over time, this led to technical limitations, made it more difficult to support the project, and slowed down the development of new features.

It was necessary to create a modern online store that would become a full-fledged sales and business management tool. In addition to a convenient catalog and order processing, it was important to automate the company's internal processes, integrate the site with external services, prepare the platform for search promotion and enable further scaling without the need for constant redesign of the architecture.

01. We have developed an online store from scratch

Instead of refining the existing WordPress site, a new e-commerce platform with an architecture designed for further development was developed. This allowed us to get rid of accumulated technical limitations and create a system that can be scaled along with business growth.

The new online store combines the product catalog, order processing, administrative dashboard and integration with external services in a single digital ecosystem.

02. We have designed a catalog that helps to sell

The catalog structure has been developed taking into account a wide range of products and various purchase scenarios. Users can quickly navigate between categories, select products, and find the right products regardless of the number of items.

Special attention was paid to navigation, filtering and search. The faster a customer finds the right product, the higher the chance of placing an order and the lower the bounce rate.

03. Improved the user's path to purchase

The product cards were designed so that the customer would receive all the necessary information before placing an order. Detailed descriptions, photos, size grids, size selection recommendations, production and delivery dates are provided for each product.

Additionally, separate scenarios were implemented for individual customers, sports clubs and team orders, which made it possible to adapt the online store to different categories of customers.

04. Key company processes have been automated

To reduce manual work, the online store was integrated with external services and internal business processes of the company. Integrations with MoiSklad, SDEK have been implemented, SMS.ru , bank acquiring and DaData.

Additionally, automatic notifications, order control, balance monitoring and reports have been implemented, allowing employees to make decisions faster and manage the assortment more efficiently.

05. We have developed an administrative panel

An administrative system has been created for the company's employees, allowing them to independently manage products, categories, orders, content, and background information without involving developers.

This approach significantly speeds up the updating of the catalog, the launch of new collections and the maintenance of the online store in its daily work.

06. We have prepared the platform for SEO promotion

The architecture of the project was initially designed taking into account the requirements of search engines. The structure of the catalog, product cards, categories, navigation and filtering allows you to scale the range without losing the logic of the site and create new landing pages for search demand.

This forms a solid technical foundation for long-term SEO promotion of the online store and attracting organic traffic for commercial queries related to gymnastics, equipment and specialized clothing.

07. Provided convenient operation on any devices

All user scenarios have been adapted for smartphones, tablets, and desktops. Special attention was paid to mobile ordering, catalog operation and the speed of interaction with the interface.

As a result, the online store is equally convenient to use regardless of the device, which is especially important for modern e-commerce.

As a result, a modern online store was created, which became not just a product showcase, but a full‑fledged digital platform for sales and business management. The new system combined a product catalog, automation of internal processes, integrations with external services, and assortment management tools in a single ecosystem.

The platform is ready for scaling, expanding functionality, and long‑term SEO promotion. Thanks to the new architecture, the company gained the ability to update the catalog faster, manage orders more effectively, and develop online sales without the limitations typical of the previous solution.

What was implemented:

• Designing UX/UI interfaces
• Developing an online store
• Developing an administrative panel
• Designing the catalog structure
• Product cards and user scenarios
• Search and multi‑level filtering
• Team and individual orders
• Integration with MyStock
• Integration with CDEK
• Integration with SMS.ru
• Integration with DaData
• Connecting bank acquiring
• Automating order processing
• Managing the product range
• SEO architecture of the online store
• Responsive layout
• Preparing legal pages and the information section

After reworking the product card and the order placement scenario, the conversion rate increased by 23%, and the number of отказов and returns decreased by 18%. Integrations with “MySklad” and CDEK reduced order processing time by 35% and halved the volume of manual operations performed by managers.