Brok Bouwmaterialen
A niche market requires custom solutions: from a limited webshop to a scalable Shopify platform
Brok Bouwmaterialen has been active in the field of raw building materials since 1944. What started as a physical store has now fully shifted to online sales. In this niche market with complex logistics, variable pricing structures, and technical product data, a new step was needed. For scalability and reliability, they chose a future-proof solution: a custom-built Shopify webshop.
The reason: a need for flexibility and scalability
The existing webshop offered little room for growth and struggled to handle the exceptions that are typical in this industry. Think of bundled products, shipping rates that vary by supplier, and tiered pricing structures.
To maintain efficiency and gain more internal control over the platform, switching to a flexible system became necessary. Shopify offered that flexibility—provided it was custom configured.
The approach: technical depth and practical solutions
For Brok Bouwmaterialen, we developed a Shopify webshop that goes beyond standard e-commerce. The entire structure was redesigned based on the needs of a technical wholesaler, with a focus on speed, user-friendliness, and scalability.
A key feature was the implementation of smart configurators. For example, customers can enter the dimensions of a garden shed or extension, after which all required materials are automatically shown—ready to be added to the cart with a single click. We also built a square meter configurator, allowing products like wood to be ordered by both square meter and per piece.
To make the ordering process even more efficient, we added a quote request tool. This allows customers with full carts to request a quote instantly. This not only increases the chance of conversion but also creates a valuable touchpoint with the customer.
Several upsell elements were also integrated. For products like concrete blocks—both on the product page and in the cart—as well as banners shown between products. Additionally, a DIY page was created, featuring practical blog articles that combine explanations with direct product mentions. This creates a content-rich shopping experience that is both conversion-driven and informative.
The custom theme was built with minimal reliance on third-party apps. This ensures optimal speed, full control, and an easy-to-maintain webshop. Custom development is an investment, but at the same time, a long-term solution. Not a temporary fix, but a sustainable choice with a focus on growth.
The result: ready for further growth
The new Shopify webshop provides a stable foundation for continued development. Internal teams can work independently within the system, while the platform effortlessly handles the logistical and commercial complexity of the product range.
Curious about what we can do for companies with complex products or processes?
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Visit the website of Brok Bouwmaterialen here.
