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S10 Supplies

WooCommerce Ecommerce Store

A custom WordPress and WooCommerce storefront supporting a catalogue of more than 30,000 products, automated supplier updates, customer-specific B2B experiences, SEO, and multichannel marketing.

Explore the architecture

WordPressWooCommercePHPBootstrapjQueryAJAXSEO

Overview

S10 Supplies is a WordPress and WooCommerce ecommerce store with a catalogue of more than 30,000 products. My work covered full-stack development, catalogue automation, B2B functionality, SEO, and print and digital marketing.

Problem

A large supplier-backed catalogue required a maintainable storefront, reliable stock and price updates, and a way to show different products and prices to individual B2B customers and companies.

Solution

I built a custom WooCommerce theme from scratch, automated stock and price updates from external suppliers, and developed a custom B2B backend for customer- and company-specific pricing and product access.

Key Features

Custom WooCommerce theme built from scratch
WordPress content and ecommerce management
30,000+ product catalogue
Automated external supplier stock updates
Automated external supplier price updates
Custom B2B administration functionality
Different prices by customer or company
Different product availability by customer or company
SEO-led content and visibility work
Print, digital, and email campaign support

Technical Architecture

WordPress as the content management foundation
WooCommerce for products and ecommerce workflows
Custom PHP theme and backend functionality
Bootstrap, HTML, and CSS for the responsive interface
jQuery and AJAX for interactive functionality
External supplier data feeding automated stock and price updates
Custom B2B logic controlling customer- and company-specific products and prices
SEO work supporting organic search visibility and traffic growth

Analytics Evidence

The original backend and storefront have changed since this work was completed, so this case study focuses on the system architecture, ecommerce scale and measurable outcomes rather than current screenshots.

Google Analytics acquisition report showing users, sessions and traffic sources for S10 Supplies — **Traffic & Acquisition** Google Analytics acquisition data showing more than 74,000 users, 110,000 sessions and organic search becoming the primary traffic source.

Google Analytics ecommerce report showing revenue, transactions and average order value for S10 Supplies — **Ecommerce Performance** Google Analytics ecommerce reporting showing £158,837 revenue, 665 transactions and a £238.85 average order value.

Technologies Used

WordPressWooCommercePHPBootstrapHTMLCSSjQueryAJAXSEOMailchimpInDesignPhotoshopIllustrator

What I Built

Built the custom WooCommerce theme from scratch
Maintained and updated the 30,000+ product store
Automated stock and price updates from external suppliers
Built the custom B2B backend for differentiated products and pricing
Delivered SEO work across the ecommerce site
Created print and digital materials with Adobe design tools
Ran email campaigns using Mailchimp

Results & Impact

Generated more than 74,000 users and 110,000 sessions.
Organic search became the primary acquisition channel, accounting for approximately 65% of traffic.
Recorded 665 ecommerce transactions and more than £158,000 in tracked revenue.
Achieved an average order value of £238.85.
Automated stock and price updates from external suppliers across a catalogue exceeding 30,000 products.
Built custom B2B functionality supporting customer-specific pricing and product visibility.

SEO & Organic Growth

Organic search became the largest acquisition channel, generating approximately 49,000 users.
The website achieved nearly 500,000 Google Search impressions.
Generated more than 15,000 clicks from Google Search results.
Optimised category, product and content pages to improve search visibility.
Supported long-tail product discovery across a catalogue exceeding 30,000 products.

Technical Challenges

Maintaining a WooCommerce catalogue containing more than 30,000 products
Keeping externally supplied stock and price data updated through automation
Supporting differentiated B2B product and pricing requirements
Building the theme from scratch while keeping the storefront responsive
Balancing ecommerce development with ongoing SEO work
Supporting consistent campaigns across web, email, print, and digital formats

What It Demonstrates

This project demonstrates end-to-end ecommerce delivery across custom WordPress and WooCommerce development, large-catalogue maintenance, supplier-data automation, tailored B2B functionality, SEO, and supporting creative campaigns.

Development and digital deliveryA single project spanning frontend and backend development, ecommerce operations, organic visibility, email, and design.

Ecommerce case study

Large-catalogue WooCommerce delivery

This case study focuses on the custom development, automation, B2B functionality and SEO work delivered during my time on the project.

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