Procastangling needed to replace their outdated e-commerce platform with a modern, fast, and user-friendly store. Their previous site was slow, difficult to manage, and not mobile-friendly—leading to high bounce rates and lost sales.
Case Study · Retail & E-commerce
Procastangling E-commerce Platform
High-performance e-commerce store for premium fishing tackle, featuring advanced product filtering and optimised checkout.
The Challenge
What they needed
The Solution
What we built
We built a custom store with advanced faceted search, letting customers filter by species, technique, brand, and price. The checkout was streamlined to reduce cart abandonment, with saved addresses, guest checkout, and multiple payment options.
Product pages were optimised with large image galleries, detailed specifications, customer reviews, and related product recommendations to increase average order value.
Technical Details
Under the hood
PrestaShop Multi-Storefront Architecture
The Procastangling platform is built on PrestaShop e-commerce development with a sophisticated multi-storefront configuration that serves UK and Irish customers through separate storefronts with GBP and EUR currencies respectively. The system implements intelligent automatic location detection and redirection, ensuring customers are seamlessly directed to the appropriate storefront based on their geographical location. This architecture enables localised pricing, shipping calculations, and compliance with different regional regulations whilst maintaining a unified product catalogue across both markets.
Performance Optimisation and Stock Management Integration
The site employs several performance enhancement techniques including lazy loading for images, HTTPS encryption throughout, and mobile-responsive design optimised for waterside browsing. A critical technical feature is the custom Sortly integration, which provides real-time stock synchronisation between the physical warehouse management system and the online store, ensuring accurate availability information across their 40,000+ product inventory. This integration eliminates overselling issues and provides customers with reliable stock status, particularly important for specialist angling equipment with seasonal demand patterns.
The platform incorporates comprehensive schema markup for enhanced search engine visibility, Google Analytics integration for detailed performance tracking, and a gift card system that functions both online and offline. The e-commerce development includes payment flexibility through Klarna integration and sophisticated product categorisation across multiple fishing disciplines, from fly fishing to carp angling, with advanced filtering capabilities that help customers navigate the extensive catalogue efficiently.
Key Features
Custom functionality
Multi-Storefront PrestaShop Platform
Built separate storefronts for UK and Ireland markets with automatic location detection and redirection. Each storefront optimised for local customers with region-specific content and pricing structures.
Multi-Currency Support System
Integrated GBP and EUR currency handling with automatic conversion and location-based defaults. Customers can easily switch between currencies for seamless cross-border shopping experience.
Comprehensive Gift Card System
Developed flexible gift card functionality for both online purchases and offline store redemption. The system supports various denominations and provides easy management for customer gifting needs.
Sortly Stock Management Integration
Custom API integration with Sortly inventory system for real-time stock updates across the 40,000+ product catalogue. Ensures accurate availability information and prevents overselling across all product categories.
Advanced Product Categorisation
Structured extensive product hierarchy covering fly fishing, carp fishing, game fishing, and specialist angling equipment. Intuitive navigation system helps customers quickly find specific gear within their chosen fishing discipline.
Mobile-Optimised Shopping Experience
Responsive design optimised for mobile browsing and purchasing, essential for anglers researching equipment whilst at the waterside. Fast loading times and touch-friendly interface enhance the mobile shopping experience.
Details
In depth
The Approach
We migrated over 3,000 products from their legacy platform, cleaning up product data, optimising images, and restructuring categories during the process. The migration was handled with zero downtime—the old site stayed live until the new one was fully tested and ready.
Results
The impact
40%
Increase in online sales
2.1s
Average page load time
25%
Higher average order value
3x
Mobile conversion rate increase
FAQ
Common questions
PrestaShop offers excellent flexibility for fishing tackle retailers, particularly for businesses serving multiple markets like Northern Ireland and the UK. The platform excels at handling large product catalogues with complex variations, multi-currency support, and advanced inventory management features essential for angling retailers with extensive product ranges.
PrestaShop development costs for angling retailers vary based on complexity, with features like multi-storefront functionality, currency switching, and inventory integrations affecting the investment. Custom development for fishing tackle shops typically provides excellent value given PrestaShop's robust e-commerce capabilities and scalability for growing businesses.
Yes, PrestaShop excels at multi-currency functionality, making it ideal for fishing retailers serving both UK and Irish markets. The platform can automatically detect customer locations and display appropriate currencies (GBP/EUR), handle region-specific pricing, and manage different tax rates and shipping costs.
Essential PrestaShop features for fishing tackle retailers include advanced product variations for different fishing disciplines, robust inventory management with supplier integrations, multi-storefront capabilities for different markets, and detailed product filtering to help anglers find specific equipment. Gift card functionality and mobile optimisation are also crucial for customer retention.
PrestaShop development timelines for fishing retailers depend on complexity, but typically range from 8-16 weeks for comprehensive e-commerce solutions. Multi-storefront setups with currency switching, extensive product catalogues, and third-party integrations like inventory management systems require additional development time to ensure seamless functionality.
Testimonial
Professional, creative, and technically excellent. Our e-commerce sales increased by 40% within three months of launching the new site.
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