Industry
Home interiors, sold direct to UK consumers.
Case Study — Custom Ecommerce
InHomes Direct Custom Ecommerce Storefront
A logic-driven storefront for flooring, worktops, and home interiors. We built a modern UK ecommerce experience that handles complex product rules — area-to-pack conversion, real-time pricing, survey-based worktop estimates, and multiple unit types — all in one site, without any paid calculator apps.
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www.inhomesdirect.co.uk
01 Overview
A Premium Interiors Store
With Real-World Ordering Logic.
InHomes Direct sells flooring, worktops, and interior products — where customers think in area (m²), packs, and pieces, and sometimes need a survey for accurate estimating. The goal was to unify these product types into one seamless storefront.
Scope
Custom storefront plus the product logic behind it.
Constraint
No paid calculator or logic apps — built entirely in custom code.
02 Challenge
Standard Ecommerce Doesn't
Handle Flooring & Worktops.
Unlike normal retail, these products require measurement-based buying and category-specific policies. Off-the-shelf apps were expensive, rigid, and slowed performance.
Packs vs. Area
Flooring is sold in packs, but customers order by square metres. This needs accurate conversion and rounding.
Worktops Need a Survey
Worktops cannot be priced instantly. Customers need an estimate range and a survey request flow.
Mixed Unit Products
One store must support per-piece items, per-area items, and estimated items with different UI patterns.
Policies by Product Type
Shipping and returns differ by category; the store must display the correct policy per product.
03 Solution
A Custom Logic Engine
Built Into the Storefront.
We implemented lightweight, custom-coded calculators and conditional product templates. This delivered a fast UX and avoided paid calculator apps entirely.
Flooring Logic
Area (m²) input → packs required → rounded up → real-time total price, calculated live as the customer types.
Worktop Logic
Shows only a percentage / starting-from indication, and requires a survey submission for the final estimate.
Unified Unit Handling
Per-piece, per-area, and estimated products all run through one storefront, without splitting into separate sites.
Custom Forms
Purpose-built forms for survey requests and measurement data collection, with shipping and returns shown dynamically by category.
04 Key features
Custom Calculators, Templates
& Category Workflows.
These were the core build components that made the store feel premium and practical for customers ordering by measurement.
Flooring Calculator
Customers enter area (m²) and instantly see the required packs and the live total price.
Pack Requirement Logic
Coverage-aware calculation that avoids under-ordering and reduces returns and complaints.
Worktop Estimate Flow
Shows only a percentage / starting-from indication, and requires a survey to provide the final estimate.
One Site, Multiple Unit Types
Per-piece, per-area, and estimated products are all supported without splitting into separate sites.
Shipping & Returns by Category
Policies are displayed per product type, reducing confusion and cutting support tickets.
Custom Forms & Layouts
Product-specific forms — survey requests, measurement submission — and conditional page layouts, so customers always see the correct next step.
05 UX
Designed for Clarity
& Confident Purchasing.
We structured product pages so users immediately understand how pricing works, what unit applies, and what action to take next — buy now, calculate, or request a survey.
Conditional Product Layouts
Flooring pages show the calculator and pack info; worktops show the estimate and survey CTA; accessories show a simple add-to-cart.
Trust & Transparency
Clear breakdowns for packs and coverage, estimate rules, and category-specific shipping and returns.
Mobile-First Calculator UX
Inputs, results, and CTAs remain readable and usable on mobile devices.
06 SEO & Speed
Structured Pages,
Fast UX, Clean Content.
We applied on-page SEO best practices and kept performance strong by avoiding heavy paid apps — ensuring both search visibility and a smooth shopping experience.
On-Page SEO Structure
Clean headings, metadata, internal linking, and category content alignment.
Performance Optimizations
Lightweight custom scripts, efficient rendering, and reduced third-party load.
Analytics-Ready
A tracking foundation for measuring product interest, form submissions, and conversion flow.
07 Impact
A Scalable, Cost-Effective System
Built for Real Products.
By building custom logic into the storefront, InHomes Direct gained accurate ordering flows, clearer user decisions, and long-term savings by avoiding paid apps.
- ZeroApp dependency
- HigherOrdering confidence
- ImprovedPolicy clarity
- LightweightCustom code
Why choose us
Results-Driven
Solutions.
Fast Delivery
Quick execution with clean approvals at every stage.
Performance Focus
Every solution optimised for growth, not just launch day.
Always Innovating
Cutting-edge solutions built around modern needs.