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About
- Migration
- Shopify Plus
The Door Store is a leading retailer of internal and external doors, serving homeowners and trade customers across the UK and Ireland. Alongside doors, the business supplies handles, hardware, staircasing and slatwall, combining specialist expertise with competitive pricing through both its physical branches and online store.
Buying a door online is inherently more complex than most ecommerce purchases. Customers need to choose the correct size, finish, glazing, fire rating, handing and hardware, often without specialist knowledge or confidence. Door Store wanted to remove that uncertainty by creating an online experience that made configuring and purchasing doors as straightforward as any other ecommerce transaction. For this project we worked alongside our partner Eyekiller who delivered on the UX Journey and Visual Design.
Brief
The Door Store wanted a website that reflected the quality of its in-store buying experience while supporting continued ecommerce growth.
Unlike most online retailers, the business wasn't simply selling products from a catalogue. Every door purchase involved multiple decisions around size, finish, glazing, handing, fire rating and hardware. For many retailers, that complexity still led customers towards phone calls or branch visits rather than online checkout.
The opportunity was to create an ecommerce experience that gave homeowners the confidence to complete these purchases online, while allowing trade customers to specify and order efficiently through the same storefront. At the same time, the migration needed to protect established search visibility and provide the team with a platform that was easier to manage.
Approach
Every design and development decision was driven by one objective: reducing the complexity of buying doors online.
The centrepiece was the Door Builder, allowing customers to configure their door by selecting the required size, finish, glazing, hardware, fire rating and handing before adding the completed specification directly to their basket. A process that traditionally relied on staff expertise became a straightforward self-service journey.
The wider website reinforced that simplicity. Products were organised around the way customers naturally search, whether by door type, style, finish, colour or material, making discovery more intuitive. A single Shopify storefront served both homeowners and trade customers through an Inc VAT/Ex VAT pricing toggle, while flexible content sections gave the Door Store team greater control over merchandising. Behind the scenes, comprehensive redirect mapping and metadata retention protected existing search visibility throughout the migration.
Impact
By removing the barriers that traditionally push customers towards assisted sales, Door Store created an ecommerce experience capable of supporting more confident purchasing and stronger commercial performance.
The project demonstrates that even highly configurable products can be sold through a considered, straightforward ecommerce journey when the customer experience is designed around confidence rather than complexity. The result is a website that makes complex purchases feel simple, while delivering stronger commercial performance for the business
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58.3%
online revenue growth
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41.8%
average order value increase
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13.9%
completed online orders uplift
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+24.6%
increase in ranking keywords following launch
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