On the existing tech stack all wine categories had format /s/sub-category whereas Shopify is collections/products.
The OD SEO team exhaustively audited the current F/E and proposed a new Shopify collection structure and implemented the mapping of redirects.
Individual sellers listing wines on Marketplacer will have different rules for shipping products.
Sellers map to Shopify as 'locations'. With Shopify, we can set custom shipping rules per location. We explored extensively setting these up and custom zones and rates to match the rules of each seller. It should be noted at the time of launch, it was decided to standardise rates across the board purely to simplify operations but the challenge was genuine and the solution was in the stages of testing.
Marketplacer forces products into traditional tree structures, and Shopify utilises Product tags.
We utilised the product feature option fields in Marketplacer, usually reserved for features (for example, cars have Bluetooth or air con as features) to have the values we wanted to exist as tags in Shopify.
Many vendors send product data via feed in a presentation optimised for their own platform, not necessarily perfect.
We ensured product images were at a set ratio optimised for desktop/mobile designs and produced a matrix sheet detailing optimum image sizes. These image specs can be gradually worked through with partners and original sellers to steadily improve and standardise product images. Lengthy product descriptions can be truncated to 3-4 lines uniformly and hidden behind a "read more" prompt.
Browsing modern marketplace websites – while useful, leaves the user with an overall sense of browsing something functional, something straightforward and exactly what it sets out to be – thousands of products from different categories all available in the one eCommerce engine. With CellarSpace – it is a marketplace operation however the UX challenge is to convey the brand’s purpose to the user – that is browsing the site should feel as though the user is viewing a perfectly curated selection of wines for their taste/budget, a more premium and authentic browsing experience recommending food pairings and similar pieces of industry expertise as though one were at a tasting or bespoke event in person.
Overdose. designed an elegant solution whereby under the surface of the code, the product data is indeed fetched from various sellers all into one piece, but browsing this website does not feel as though you’re on Amazon, mydeal or a bargain site. The design meets the expectations of the brand elegantly.