Artist Lane specialise in high-quality reproductions of original artwork, working with a growing network of over 80 artists and more than 4,500 individual pieces. As demand increased from interior designers, commercial projects and media exposure, the existing platform began to struggle with scale, stability and the complexity of managing a rapidly expanding catalogue.
The objective was to design and build a robust ecommerce system capable of supporting a highly variable product structure, large catalogue volumes and ongoing expansion, without compromising performance or usability.
Client:Artist Lane
Sector:Retail
- What we did:
- Digital Consultancy
- Digital Development
- Custom WordPress Theme
- Custom Variable Products
- Custom JS
- API Integration
- Asset Management
Approach & Delivery
A core challenge of the project was the scale and complexity of the product data, with over 100,000 product variations and ongoing requirements to rapidly onboard new artists, each introducing hundreds of new product combinations. To address this, we developed a custom product import and management system, allowing the Artist Lane team to create and update products in bulk, including variations for size, medium, pricing, imagery and shipping rules.
Given the large volume of high-resolution imagery, the platform was optimised using a CDN-based asset delivery system on AWS. This significantly reduced hosting overheads, improved performance, and ensured assets could be reliably scaled, backed up and managed based on usage rather than storage limitations.
To improve the customer experience, we rebuilt the variable product logic to create a more intuitive selection process. Product options dynamically adapt based on the base product type, ensuring users are only presented with relevant variations. This allows for a seamless transition between significantly different product types, from canvas prints through to lifestyle products such as cushions.
A comprehensive search and filtering system was also implemented, enabling users to browse and refine results based on multiple criteria, improving product discoverability across a large and diverse catalogue.
In addition to core ecommerce functionality, the platform includes a custom gift certificate system, allowing customers to design and purchase personalised gift vouchers directly through the website.
From a technical perspective, the system was engineered to support long-term scalability and ease of management, enabling rapid expansion of the product range without impacting site stability or performance.
Long-Term Digital Partnership
Since launch, the platform has delivered strong commercial growth, supporting increased traffic and a significant rise in orders, while providing a stable foundation for ongoing expansion.
Beyond the initial build, we continue to work closely with the Artist Lane team, providing ongoing support, maintenance and strategic consultancy. This includes payment gateway enhancements, Mailchimp integration and optimisation, performance improvements, and ongoing feature updates to support continued ecommerce growth and operational efficiency.
Ongoing attention has also been given to hosting optimisation and system scalability, ensuring the infrastructure continues to perform reliably under increasing catalogue size and traffic demand. The result is a highly scalable, custom-built ecommerce platform designed specifically for complex, high-volume creative product catalogues combining performance, flexibility and a seamless customer experience.
See The Results
- 100,000+Product variations added to the site.
- Over 85GbOf image assets offloaded to AWS.
- 1Custom built product import script to enable swift upload of 10,000's of product lines.
