We approached the redesign from the inside out. Instead of starting with visual changes, we rebuilt the information architecture, restructured product pages, redesigned the content strategy, and reorganized the customer journey before refining the interface itself.
Three buyers, one catalogue
The catalogue is not enormous, but almost every product carries size and material logic, and those attributes affect pricing, availability and how a customer narrows a search. A private customer, an interior designer sourcing for a client and a hotel placing a wholesale order look at the same product differently and can buy it on different prices and terms. So the structure starts from the product and its attributes, with separate B2B and B2C paths built on top of it.
From a CRM to a business system
SHTAYER's digital work began in 2019 with an online store, a small landing presence for B2B customers and a first CRM to build a sales process. The redesigned sales funnel brought more qualified inquiries, and the bottleneck moved to sourcing, production and fulfilment. Over the years the company went through three CRM systems, each chosen for the stage it was in, until the question changed from which CRM to use to why the whole business was being squeezed into one. The platform now being built is a full B2B website, a B2C store, a Laravel application layer, a custom ERP and an administrative environment connected to all of it, with the ERP and the CRM working as one, so the company does not end up with another website it outgrows in a couple of years. The full story is in The Software Should Fit the Business, and why this kind of catalogue costs what it does in What Actually Makes E-Commerce Development Expensive.
Where the project is now
The new platform is being configured and filled with content, and the company's team is learning the integrations, services and tools that come with it. Meanwhile we launched a blog on the current website, so SHTAYER can start building a connected body of content about its products and expertise that search engines and AI assistants can read and attribute to the brand; that work will move to the new platform later. The identity the new store will carry is in the SHTAYER 2026 brand book.
Early organic growth
The work on the structure of the current store already shows in search: the average position in Google Search moved from 40.8 to about 12, and organic CTR from 0.58% to more than 2%, above 3% in recent weeks. These improvements came from clearer information architecture, cleaner content organisation and a better user experience, not from aggressive optimisation.
These results were achieved before launching a dedicated SEO campaign, suggesting that the platform now provides a much stronger foundation for future organic growth.
Read the brand story behind this design. Explore our E-Commerce Development and E-Commerce SEO services.
