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Mohammad Robin
Founder & CEOBook a FREE Strategy Call
Mohammad Robin
Founder & CEOBook a FREE Strategy Call
Paul Thomas Flowers is a luxury London florist. Boomdevs rebuilt their online shop with a custom delivery system. Sales are up 25% year on year.
Florist Ecommerce Website Development: Transforming Paul Thomas Flowers’ Online Shop
Selling flowers online is harder than it looks. The product is beautiful, but it’s also perishable.
A bouquet can’t sit in a warehouse for a week. It has to be made fresh, on the right day, and reach the right address while it still looks like the photo. So every order carries a question the customer needs answered before paying: when can this actually arrive, and what will it cost?
Paul Thomas Flowers is a luxury florist in London, working since 1989. Their bouquets were winning customers. Their old website was losing them. It was slow, hard to navigate, and couldn’t answer the delivery question clearly.
Boomdevs designed and built a new flower delivery website on WordPress and WooCommerce. At its core is a custom delivery matrix that works out dates and shipping costs as the customer shops.
Industry
Ecommerce
Timeline
3 months
Website
Increase in YoY sales
Higher User Retention
Traffic Growth
“Working with Boomdevs was smooth from start to finish. The new site is beautiful and it’s much faster and easier for our team to manage. Most importantly, our customers are finding it easier to order and we’ve definitely seen the difference in sales and feedback since launch.“
Co-owner and Managing Director, Paul Thomas
The Goal
The main objective of this project was to develop a fully functional e-commerce platform for Paul Thomas Flowers, improving their online presence, enhancing user experience, and allowing them to sell their products through their website. The challenge was to create a platform that was easy to navigate and could handle the complexities of their delivery system.
The Challenge
Before working with Boomdevs, Paul Thomas Flowers faced two key challenges
• Complex Delivery Schedule Matrix: Delivery was a puzzle. Fresh flowers depend on stock, freshness and location. The delivery date and the shipping cost changed with each zone and time slot. Customers couldn’t see any of this clearly before ordering, so some didn’t order at all.
• User Experience: Their old website was difficult to navigate, and it was slow, which resulted in a high bounce rate. They needed an engaging, fast-loading platform where customers could quickly browse through flower categories and place orders without friction.
Project Scope
We handled the full build:
• UI/UX Design: Creating an intuitive, visually appealing UI/UX design that makes it easy for customers to find and purchase flowers.
• WordPress Website Development: Building the website with a focus on speed, functionality, and ease of use.
• E-commerce Setup: Implementing WooCommerce for seamless online transactions, integrated with Stripe for payment processing.
• Delivery Matrix Automation: Developing a custom solution to automate the complex delivery matrix, allowing customers to know delivery options and costs before placing an order.
Key Features
Some of the core features we developed include:
• User-Friendly Interface: Customers move between flower categories quickly and buy in a few taps, on phone or desktop. Our responsive web development work made sure the mobile shop is as smooth as the desktop one.
• A Custom Delivery Matrix: It checks available delivery dates and calculates shipping costs in real time, using delivery zone, time slot and product availability. This is WooCommerce delivery date and zone pricing, built around how a florist actually works.
• Inventory Management: Integration of local inventory with the online store to ensure accurate stock levels.
• Fast Load Times: Optimizing the website for speed, reducing bounce rates and improving the overall shopping experience.
Challenges Overcome
The two primary challenges were
• Complex Delivery Matrix: We had to build a system that would automatically calculate the earliest possible delivery date and any additional costs based on the delivery schedule. This required extensive research and multiple meetings with the client to fine-tune the logic behind the matrix.
• Speed Optimization: The previous website was slow, which negatively impacted user engagement and conversions. We optimized the new site’s load time to improve performance, leading to lower bounce rates and higher user retention.
Process & Strategy
01
Sitemap and Content
02
Design & Development
03
Testing & Launch
Technologies
Used
• PHP and JavaScript for development
• WordPress and WooCommerce for the e-commerce functionality
• Adobe XD for design
• Stripe for payment processing
Results & Outcomes
The new platform delivered outstanding results
• Sales Growth: Sales increased steadily by 25% year-over-year.
• User Retention: The user retention rate doubled, with customers spending more time on the site.
• Traffic Increase: Traffic increased fourfold compared to the previous website.
Conclusion
Here’s the lesson for any business that sells something perishable, personal or time-sensitive. A beautiful shop isn’t enough. Customers need to know when their order will arrive before they pay. Answer that clearly and conversions follow.
That’s where custom work pays off. Off-the-shelf plugins rarely match how a real business runs. We build ecommerce websites around your actual operations, from delivery rules to stock.
Launching a new store? Start with an ecommerce MVP and grow from there.
For another build where delivery logic was the hardest part, see our Fulfillit.io 3PL platform.
