Gumotex

by METINAS&

ToTheMoonStudio

Kategoria

E-commerce

Klient

GUMOTEX Coating s.r.o.

Realizácia

4 months

ZOBRAZIŤ WEB

For GUMOTEX Boats, a European brand of inflatable boats and kayaks, we built an international Shopify store that sells across Europe. The store operates in three languages (Czech, English, German) and covers a complete range from small accessories to professional expedition boats. After launch, combined with PPC campaigns from an external agency, the order volume increased fivefold compared to the original state.

(VÍZIA)

The goal was not just to transfer products to a new platform. We aimed to build an online store that truly represents GUMOTEX Boats as a premium European brand. One where a customer from Germany, Poland, or Spain feels equally trusted, sees delivery options for their country, and goes through the checkout process without friction. The store was meant to sell, not just look good.

(PROBLÉM)

GUMOTEX Boats operated an online store on WooCommerce, which technically and visually lagged behind the brand’s ambitions. Slow loading, non-intuitive navigation, and outdated design created friction at every step of the purchasing process. A customer arrived with the intention to buy but left without converting, not because they didn't want the product, but because the path to it was unnecessarily complicated.

(NÁŠ POSTUP)

We started from the client’s brand manual. We directly translated its graphic language, color palette, and visual elements into the design of the store to ensure a seamless transition between GUMOTEX marketing materials and the website itself. The entire design was developed in Figma prior to the actual development, allowing us to fine-tune the UX down to the last detail. We chose Shopify with a premium theme for development, but the client's requirements demanded deep code modifications. The logic for displaying variants, product pages, filtering, and navigation underwent fundamental transformations. International shipping was configured for over 20 countries, including Finland, the United Kingdom, Spain, Poland, and Albania, each with its own carriers, VAT rules, and display of available delivery options.

(POTREBY UŽÍVATEĽA)

The customer, typically an active boater, hiker, or outdoor enthusiast, arrives with a specific intention: to find the right boat or equipment for their activity. They need to quickly understand whether the product is suitable for them, in their language, with shipping to their country. And they must trust the brand before they even click to buy.

(VÝZVY)

The biggest challenge was the logistics of international shipping. Integrating carriers for individual countries, setting up customs and VAT rules, and displaying options correctly based on the customer’s locality required precise configuration for each market individually. Equally challenging was the depth of theme customization; we started with the assumption of a standard setup, but the client's requests led to rewriting a significant portion of the code. The product catalog covers an extremely heterogeneous range, and the same process rules had to work for a valve costing a few euros as well as for an expedition boat costing several thousand.

(USER CENTRIC)

We designed navigation and filtering so customers wouldn't get lost in the extensive catalog. Each product page provides enough information for an informed decision, from technical specifications of inflatable boats to the correct size of neoprene socks. Shopify Checkout, the most powerful checkout on the market as standard, ensured that customers who decided to buy actually completed their orders.