In the world of high-end retail, your online store is more than just a digital catalogue; it is an extension of your brand’s craftsmanship. Artisan Collective, a curator of bespoke home goods based in Shoreditch, was struggling to translate their physical boutique's success to the digital realm. Their existing store, built on a standard template-based platform, felt disconnected from their premium identity and was plagued by a high "cart abandonment" rate.
They approached Custom Coded Websites with a goal to build a shopping experience that was as seamless and refined as their products. Here is how we used Python and Django to build a high-conversion e-commerce engine that significantly boosted their bottom line.
The Challenge: Friction in the Buying Journey
Artisan Collective’s original site suffered from the typical limitations of "off-the-shelf" e-commerce builders. As their product range grew, so did the technical friction:
- Slow Checkout: Multiple redirect steps and heavy scripts meant the checkout process was slow, causing frustrated customers to drop off at the final stage.
- Rigid Inventory Management: The team struggled to manage limited-edition "drops" and pre-orders, which are essential for their business model.
- SEO Limitations: The template structure made it difficult to rank for specific luxury keywords like "Handcrafted Furniture Shoreditch" or "Bespoke Ceramics London."
The CCW Solution: A Tailored Django E-Commerce Engine
Our co-founders, Charlie Shortman and Louie Long, proposed a complete departure from generic builders. We designed a custom e-commerce ecosystem using Django, specifically optimized for high-speed transactions and premium user experience.
High-Performance Backend & Stripe Integration
Charlie Shortman engineered a backend that prioritizes speed and reliability. We integrated Stripe for seamless, secure payments, allowing for "one-click" style checkouts that reduced the steps to purchase by 60%. Using PostgreSQL, we built a robust inventory system that handles real-time stock updates across their online store and Shoreditch showroom, ensuring they never oversell during high-traffic product launches.
UX Excellence: Designed to Convert
Our lead developer, Louie Long, focused on creating a "Distraction-Free" checkout experience. We implemented a clean, minimalist frontend that highlights high-resolution product photography without sacrificing load speed. The new site features a custom "Quick View" and "Instant Cart" update system, keeping the user engaged and moving toward the sale without page reloads.
Local SEO & "Green" Performance
To capture the London market, we implemented technical SEO strategies that improved their visibility in Hackney, Islington, and Canary Wharf. By optimizing the site’s performance to achieve a 100/100 Google Lighthouse score, we ensured that the site ranks higher than competitors using bloated, slower platforms. We also ensured the site was optimized for Core Web Vitals, focusing on Interp to Next Paint (INP) to guarantee a snappy feel on mobile devices.
The Results: 35% Increase in Conversions
The transition to a custom-coded store yielded remarkable results for Artisan Collective within the first quarter:
- Conversion Rate: Checkout conversions increased by 35%, directly attributed to the streamlined payment flow.
- Mobile Sales: Mobile revenue jumped by 50% as the custom-coded frontend eliminated the lag found in their previous mobile site.
- Load Speed: The site now loads in under 0.9 seconds, compared to the previous 4.5 seconds.
- Organic Traffic: A 40% increase in traffic from London-based searches for artisanal goods.
Why Custom E-Commerce Wins Over Templates
Artisan Collective’s growth proves that for premium brands, "good enough" templates are a revenue leak. When you own your code, you own the customer experience. A Django-powered store from Custom Coded Websites offers the scalability to handle thousands of concurrent users and the flexibility to implement custom features that a template simply cannot support.
Whether you are selling luxury goods in Mayfair or innovative tech in Old Street, your online store should be your most powerful sales tool. Don't let a slow, generic platform hold your brand back.