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Artist Lane

Custom eCommerce with creative product integration.

How we built a completely custom online store for over 50,000 product offerings.

Client:Artist Lane


  • What we did:
  • Digital Consultancy
  • Digital Development
  • Custom WordPress Theme
  • Custom Variable Products
  • Custom JS
  • API Integration
  • Asset Management

Artist Lane specialise in providing reproductions of original art. They offer an extensive range of artwork with over 40 artists and over 3000 individual pieces available.

Experiencing steady growth since their inception, Artist Lane were expanding beyond the capabilities of their existing website with increased demand from interior designers and being featured on TV programs like The Block. They were having stability issues and problems with introducing new products and variations to an already expanding artwork portfolio.

They approached us to help them understand and build a new online experience that could support their ordering system and provide the stability and expansion required to increase their product range.

With over 45,000 product variations to be uploaded to the site and with an average new product requirement of 500-1000 per new artist added to the site. We built a custom product import plugin, that would enable Artist Lane to edit and create products in bulk, assigning varying product types, filtering categories, pricing fields, size options, images and shipping classes.

With each product variation needing a supporting image, the size of the site was extremely large at over 45Gb. To reduce resource costs images were migrated to a CDN on AWS, which ensured that the site could be easily backed-up and migrated when needed, and costs were restricted to usage not disk space required.

In order to provide a more intuitive customer experience the variable product function was re-built to provide pre-emptive options, so product variations were limited by the product type chosen. This ensured that a base product was automatically created and reset by simply choosing a base option, allowing for vastly different variations from canvas image to cushions.

The site also included a comprehensive search function that was designed to enable a user to filter results based on a number of criteria.

Since it’s launch the site has achieved a 47% increase in traffic from 2017 to 2018 and a significant rise in orders. The import plugin has enabled Artist Lane to expand the site and upload a number of new products rapidly.┬áThe framework of this site has since been replicated for a new site called Photographer Lane.

See The Results

  • 45,000+Product variations added to the site.
  • Over 45GbOf image assets offloaded to AWS.
  • 1Custom built product import script to enable swift upload of 1000's of product lines.

Case Study

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