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How Oliver Bonas Made Online Shopping Actually Fun (And Seriously Seamless)
India Claydon
March 19, 2025
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4m
Oliver Bonas isn’t just another high-street brand—it’s a treasure trove of quirky gifts, stylish homeware, and fashion with a personality. With nearly 80 stores across the UK, the brand is a go-to for last-minute presents, spontaneous self-gifting (we support this), and home décor that just works.
But here’s the thing: as much as we love a good browse in-store, the online experience needed to match that same energy. That’s where Tom&Co came in, ready to shake things up with a seamless, slick, and downright delightful digital transformation.
The Challenge: Making Online Shopping as Fun as IRL
Ever walked into an Oliver Bonas store and felt like you could live there? Yeah, same. That was the challenge: how do we take that in-store magic—the inspiration, the excitement, the OMG I need this feeling—and translate it into a digital experience?
The goal was clear:
✅ Speed things up (because waiting = no fun).
✅ Make shopping effortless (one-click magic, please).
✅ Go global (hello, international fans!).
✅ Connect online & offline (so that “out of stock” heartbreak never happens).
The goal was clear:
✅ Speed things up (because waiting = no fun).
✅ Make shopping effortless (one-click magic, please).
✅ Go global (hello, international fans!).
✅ Connect online & offline (so that “out of stock” heartbreak never happens).
The Game Plan: Headless, Mobile-First & Ready to Wow
To make shopping as smooth as an Oliver Bonas velvet armchair, we went headless. No, not in a scary way. This just means we separated the front and back ends of the website, giving us total creative freedom while keeping everything running at lightning speed.
And since we know most of us are scrolling (and shopping) on our phones, we made sure the mobile experience was top-tier. Think: lightning-fast load times, an app-like feel, and a checkout that takes seconds, not minutes.
But we didn’t stop there. With Oliver Bonas expanding into Ireland and the US, we cloned the UK site, adapted it for each market, and—boom—global expansion, done right. Different currencies? No problem. Local delivery options? Sorted.
And since we know most of us are scrolling (and shopping) on our phones, we made sure the mobile experience was top-tier. Think: lightning-fast load times, an app-like feel, and a checkout that takes seconds, not minutes.
But we didn’t stop there. With Oliver Bonas expanding into Ireland and the US, we cloned the UK site, adapted it for each market, and—boom—global expansion, done right. Different currencies? No problem. Local delivery options? Sorted.
The Cool Bits: Endless Aisles, Click & Collect & AI Magic
We get it—there’s nothing worse than finding the perfect thing in-store, only to be told it’s out of stock. So, we introduced Endless Aisles. Now, every store has a tablet that lets staff order anything straight to your doorstep. No more FOMO, just instant shopping satisfaction.
And because we know people love convenience, Click & Collect got a serious upgrade. Orders are seamlessly managed in Adobe Commerce, formally, Magento, and automatic email updates keep customers in the loop. No stress, no confusion—just pick up and go.
We also sprinkled in some AI-powered magic with an intelligent search tool that serves up personalised recommendations based on what you actually like. Plus, we made wishlists a thing—without forcing you to create an account. Because sometimes, you just want to save things for later without the commitment.
And because we know people love convenience, Click & Collect got a serious upgrade. Orders are seamlessly managed in Adobe Commerce, formally, Magento, and automatic email updates keep customers in the loop. No stress, no confusion—just pick up and go.
We also sprinkled in some AI-powered magic with an intelligent search tool that serves up personalised recommendations based on what you actually like. Plus, we made wishlists a thing—without forcing you to create an account. Because sometimes, you just want to save things for later without the commitment.
The Results: Numbers That Speak for Themselves
So, did it work? You bet. Since launch:
📈 Website traffic shot up by 58% (that’s a lot of happy browsers).
💰 Revenue skyrocketed by 123% YoY (hello, growth!).
📱 Mobile sessions surged by 85.2% (proof that our mobile-first approach nailed it).
🏆 Awards started rolling in—Oliver Bonas took home the Fashion/Apparel eCommerce Website of the Year award and landed a finalist spot for Best Retail Website at The Drum DADI Awards.
📈 Website traffic shot up by 58% (that’s a lot of happy browsers).
💰 Revenue skyrocketed by 123% YoY (hello, growth!).
📱 Mobile sessions surged by 85.2% (proof that our mobile-first approach nailed it).
🏆 Awards started rolling in—Oliver Bonas took home the Fashion/Apparel eCommerce Website of the Year award and landed a finalist spot for Best Retail Website at The Drum DADI Awards.
The Verdict: What Oliver Bonas Had to Say
We think we did a pretty solid job, but don’t just take our word for it. Here’s what Ben, Director of eCommerce at Oliver Bonas, had to say...
Blushing? Maybe a little.
Blushing? Maybe a little.
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“Working with Tom&Co has been like an extension to our own business. They have worked closely with us for many years to deliver triple-digit growth. Their collaborative approach and use of headless technology has increased productivity and delivered above and beyond our expectations. They are a key partner of ours and their length of service is a testament to that.”
Ben Curtis
Director of E-commerce
Final Thoughts: What This Means for Your Brand
If Oliver Bonas has proven anything, it’s that eCommerce doesn’t have to be boring. With the right tech, the right strategy, and a little bit of creative magic, you can turn online shopping into something people genuinely enjoy.
Want to chat to us about a project?
Want to know how we could help you? Call us on 0207 351 3521, or fill in our contact form and someone from our team will get in touch!