CodeCrackers built a WooCommerce store for Armani Trading Limited, which sells everyday essentials across eight categories to UK and US shoppers. Clear navigation, fast search and a smooth checkout made a large range easy to shop and opened a profitable direct sales channel.
Armani Trading Limited is an online retailer with offices in Milton Keynes and Florida. It sells everyday essentials to UK and US shoppers across eight categories: Home & Kitchen, Baby, Beauty, Health & Personal Care, Pet Supplies, DIY & Tools, Sports & Outdoor, and Stationery & Office.
Almost every sale went through third-party marketplaces. That meant high fees, no customer relationships and no control over how products were shown. The team wanted their own store, where shoppers could browse the full range, buy with confidence and come back again.
Launch a direct online store that makes a wide product range easy to shop.
More direct orders, bigger baskets and more customers coming back.
Armani Trading had a strong range and steady demand, but four connected problems held back direct sales. Each one made the others worse.
Nearly every sale ran through marketplaces. They took a cut of each order and kept the customer details.
Shrinking margins and no repeat customer base.
The eight categories ranged from baby care to power tools, and they needed a structure that made sense to every shopper.
The range felt cluttered.
Shoppers usually bought one item at a time. Nothing suggested related products or rewarded bigger orders.
Low average order value.
UK and US customers needed the right currency, delivery options and contact details for their region.
A one-size-fits-all checkout.
What the client wanted to achieve: a direct online store where UK and US shoppers can quickly find what they need across eight categories, add related items, check out fast and come back to buy again.
Before designing anything, we studied the product range, the sales data and how shoppers browse multi-category stores.
We grouped every product line into clear categories and sub-categories, and found the best sellers in each.
We studied leading UK and US multi-category stores: how they structure menus, filter products and encourage bigger baskets.
We mapped the main shopper groups: home cooks, new parents, pet owners, DIYers and small offices. Each group has its own reasons to buy.
With a range this wide, sales depend on shoppers finding products, so we built the store around clear navigation, fast search and smart product suggestions.
A structured eight-week approach kept every stage transparent and on time. Select a stage to see what happened.
We started by reviewing the full product range and the marketplace sales data. We then agreed with the team which categories and products to lead with.
Drag the handle to compare how customers shopped before and after the new store.
The “before” view is an illustration of selling through marketplaces. The “after” view is the live website.
Four connected workstreams, each one solving a specific part of the challenge.
A mega menu, clear sub-categories, and filters by price, brand and type take shoppers from the homepage to the right product in a few clicks. Instant search shows matching products as they type.
Customer accounts, order history, one-click reorder and email sign-up offers turn first-time shoppers into returning customers. Every direct sale keeps its full margin.
“Frequently bought together” bundles, related products from other categories and a free-delivery progress bar encourage shoppers to add one more item.
Shoppers pay securely in pounds or dollars and see the right delivery options for their region. UK orders over £150 ship free.
The finished store on desktop and mobile, with smart navigation, instant search and a fast checkout.
Hover over a screen and scroll to explore the live website. Open armanitradinglimited.com
Measured results in the first 90 days after launch.
Share of total sales made through the new store rather than marketplaces.
Direct store orders compared with marketplace orders, helped by bundles and the free-delivery bar.
Direct customers who placed a second order within 90 days.
Having its own store changed how Armani Trading sells. Shoppers find products faster, put more in their baskets and come back again, and every direct sale keeps its full margin.
“We sell everything from kitchenware to pet supplies, and we needed a store that made all of it easy to find. CodeCrackers built exactly that. Customers find what they want quickly, they're buying more per order, and more of our sales now come to us direct.”
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