Technologies: 

PHP & JS

WordPress

WooCommerce

The Challenge 

Before we built the webshop, our client’s business was operated in a physical store and through social media channels. Our main task was transitioning customers to a functional e-commerce web location without manual work.

The big challenge was to connect our website with the client’s ERP system, which is responsible for warehouses and billing.

In 2023, we created a platform for repurchasing second-hand books from customers. It was challenging because something similar didn’t exist on the market, and creating something that would work for customers was challenging.

Our main goal was to create a stable platform that could handle the influx of visitors who buy and sell books during the season.

What did we do? 

By developing a custom digital strategy, we matched our clients’ online and offline goals and their main and auxiliary ones.

We designed and continuously improved a dual cart system tailored to accommodate Antikvarijat Libar’s customers’ complex purchasing patterns. This system ensures a flexible and organized shopping experience, particularly for bulk and varied orders. Our team works closely with the client’s ERP system provider, responsible for warehouse management and billing. Our developers collaborate with them daily to ensure a smooth and accurate project architecture.

In addition to ERP integration and the dual cart system, we have implemented:

• A shipping API connection
• Automated alerts for stock availability
• A newsletter marketing automation system
• Continuous CRO (Conversion Rate Optimization) for each web page
• SEO optimization to enhance organic visibility

Development

Using the specified technologies, we have created a custom cart that simulates the WooCommerce cart but is specifically designed for repurchasing items. The custom cart is separate from the main cart, allowing users to fill two carts simultaneously: the main cart for items they want to purchase and the custom cart for items they wish to sell. The checkout process adapts according to which page/cart the user is viewing.

While they may look quite similar, their backend functionality differs. The main cart and standard checkout process function as they would in a default WooCommerce store, with the addition of order submission to the ERP system. The custom cart and checkout process don’t have a default payment method. Instead, once the required details are entered, a custom order is created exclusively for selling (buyback). This custom order type contains unique metadata that marks it as a buyback order, which is also sent to the ERP. Additionally, the coupon functionality had to be adjusted for custom orders, so we now have coupons for both buyback and purchase (or both).

SEO Optimization

We carried out a technical SEO optimization, addressing fundamental elements that impact search engine performance:

• Implemented correct basic redirects
• Identified and removed unnecessary pages, those that should not appear in search results, and those that search engine bots should not crawl
• Refined content structure and configured robots.txt instructions and essential HTML tags
• Optimized pagination for better indexing
• Improved URL structure for clarity and SEO benefits
• Fixed image formatting issues
• Repaired broken links and missing images

Resolving these issues, optimizing the crawl budget, and establishing a strong foundation for further SEO improvements and long-term growth significantly enhanced website performance.

Advanced Analytics Setup

Given the complexity of a webshop with two shopping carts, we implemented a custom analytics tracking system to ensure accurate data collection and reporting. Using Google Analytics 4 (GA4) and a customized e-commerce data layer, we successfully tracked user behavior across shopping carts, providing deep insights into customer interactions and conversions.

For a detailed breakdown of our tracking setup, check out our blog post on the subject: 

How We Set Up Tracking on a Webshop with Two Shopping Carts

The Result

The result is a modern and intuitive website with a clearly defined sales process that helps potential customers find the right product as efficiently as possible. Today, we can handle thousands of users and process thousands of orders quickly.

• Sustained Growth – The webshop achieves a 50% annual revenue increase, driven by an optimized user experience and streamlined sales process. 
• Improved Operational Efficiency: Automation has led to savings of over 500 working hours per month.
• Increased Conversion Rates: A streamlined user experience and optimized sales funnel drive consistent growth.
• Effective Communication: Enhanced customer engagement through automated responses and personalized interactions.
• Satisfied Customers: We have thousands of satisfied customers, as evidenced by reviews on Google and Facebook.