Expertise 06
E-commerce built to actually sell, not just display a product catalogue.
An online store isn't a digital shelf. It's a checkout process with a product catalogue attached, and the checkout is where most stores actually lose money. Every extra field, every slow page, every moment of doubt at the payment step costs a sale that was already won. E-commerce work is mostly about removing friction nobody notices until it's gone.
What this covers
Store design & UX
Product pages and category structure built around how people actually shop, not just what looks good in a template.
Checkout optimisation
Reducing every unnecessary step between “add to cart” and “payment confirmed.”
Multi-currency & payments
Trading in more than one currency, properly, not a plugin bolted onto a single-currency build.
Platform development
Shopify, custom builds, or whatever platform actually fits the catalogue size and complexity, not a one-size answer.
How it works
Catalogue & structure
Understanding how the product range actually needs to be browsed and filtered before designing a single page.
Design & build
Product, category and checkout pages built and tested against real buying behaviour.
Payment & logistics integration
Payment gateways, shipping and currency handling wired up properly, not left as a launch-week fire.
Post-launch optimisation
Watching where real customers actually drop off, and fixing that first.
Why Frost Forward
- We've built multi-currency e-commerce trading internationally, not just a single-market store install.
- Conversion optimisation is considered from the first wireframe, not added after launch when sales disappoint.
- Design, development and payments are handled by one team, so there are no gaps between the parts of the store that actually matter.
See it in practice: Catherine Deane
If your store gets traffic but not sales, the answer is almost never “more traffic.” It's usually somewhere between the product page and the checkout button.