The challenge
Uniqship is an Indian multi-category retailer covering computer and office accessories, home, kitchen and garden, sports and outdoors, spares and replacement parts, bags and travel, toys and party, and health, beauty and pets. Breadth is the business model and also the trap: a store selling both a robot-vacuum filter and a camping lantern has no single audience, no single browse pattern and nothing holding the catalogue together. Replacement parts make it harder still, because that traffic arrives searching for one exact component and will leave immediately if the site makes them browse for it.
What we did
- Built a genuine department structure across all seven categories, so each behaves like its own store with its own filters rather than everything sharing one generic collection template.
- Gave spares and replacement parts a dedicated branch with compatibility-led organisation, because that visitor arrives with a model number and an intent to buy in the next two minutes.
- Made search and filtering carry the weight that navigation cannot on a catalogue this wide — a shopper who knows what they want should never have to walk the category tree.
- Designed a clean, utility-first theme where the product and the price do the work; a broad-catalogue retailer competes on findability and trust signals, not on art direction.
- Configured the Indian commerce stack in full — INR, UPI, digital wallets and cash-on-delivery, with the free-shipping threshold surfaced in the cart where it changes basket size.
- Structured product data so new categories can be added without reworking the theme, which a retailer expanding by category will do repeatedly.
The results
How we would approach yours
Every engagement starts the same way: a free audit of the store as it stands today — speed, technical SEO, checkout friction and paid efficiency — followed by a prioritised roadmap that puts effort against expected impact. You keep the findings whether or not we go further.
From there the work runs in weekly sprints against a live staging link, on fixed scope, with design, development and marketing in one team. That last part is why a conversion problem gets diagnosed once here rather than being passed between two agencies who each think it belongs to the other.