Results
The challenge
Multi-category stores fail in a predictable way. Every category gets equal weight in the navigation, the homepage tries to represent everything, and the visitor — who came for one specific thing — cannot find it quickly.
The catalogue that should be a strength becomes noise.
- Five very different categories competing for the same homepage attention.
- Filters were generic, so a pet buyer and a fitness buyer got the same unhelpful options.
- Related products were random rather than genuinely complementary.
- Nothing encouraged the multi-item basket that a store like this should naturally produce.
Our approach
We restructured around intent instead of inventory. The homepage stopped trying to show everything and started routing people quickly — clear category entry points, and best-sellers surfaced per category rather than store-wide.
Filters were made category-specific. Pet products filter by pet type and size; fitness by equipment type and weight; beauty by concern and skin type. Generic filters look tidy and help nobody.
Cross-sells were rebuilt on actual complementarity — what someone buying this item plausibly needs next — rather than an app’s idea of “related”. Combined with bundles and a free-shipping progress cue in the cart, the multi-item basket became the normal outcome.
What we built
Intent-first architecture
Homepage and navigation designed to route visitors to a category fast, not to display everything.
Category-specific filters
Filters tuned per category so they actually narrow the choice.
Meaningful cross-sells
Complementary products chosen on logic, not on a generic related-products app.
Bundles & cart incentives
Curated bundles plus free-shipping progress to encourage multi-item baskets.
US-market setup
Currency, shipping expectations, taxes and trust cues aligned to US buyers.
Mobile-first performance
Optimised images and controlled scripts across a large catalogue.
The outcome
Average order value rose about 45%, driven by bundles and cross-sells that make sense rather than discounting.
Navigation improved measurably too — the average path from landing page to product dropped by around two clicks, and collection-to-product click-through rose roughly 27%.
“We thought having lots of categories was the problem. It was the structure. Same catalogue, organised properly, and people started buying more than one thing.”
Pikku Store — founderResults shown are specific to this project and were reported by or measured with the client. They are illustrative of the work involved and are not a guarantee of similar outcomes — results depend on your products, pricing, traffic and market.