Ebanisteria Marelli E-commerce for a wooden mouldings company in Cantù
E-commerce for a wooden mouldings company in Cantù Web
E-commerce for a wooden mouldings company
Ebanisteria Marelli is known worldwide for its decorative profiles in solid wood, carved and heat-pressed, which it has been exporting to several countries for many years. However, the channel was entirely B2B: there was no way to reach private customers directly, and that way ran through the web.
The company entrusted our web agency with building an e-commerce platform to sell its catalogue online. The choice fell on Magento, one of the most reliable systems in the world: a foundation that natively manages catalogue, variants, price lists, orders and shipping, and that can handle a growing number of products without rebuilding the system.
The most significant design decision concerns how the catalogue is organised, browsable along two parallel axes. The first is functional categories: decorative moulding, panel moulding, cornice, architrave, frieze, astragal, plinth, dado rail, quarter round, insert. The second is the type of finish: bead, twist, dentil, fluted, reeded. A designer looks for the architectural element they need, while a carpenter often starts from the finish: two paths that both need to be served.
The platform is available in five languages, Italian, English, French, Spanish and German, managed as separate store views, a choice consistent with a company that was already exporting before it sold online. The project includes a customer area with registration, a checkout structured in just two steps and payments handled by recognised international circuits. The entire site runs on HTTPS with an SSL certificate.
In Cantù, wood is a craft before it is a sector
We are in Cantù, and the wood and furniture district is the landscape we work in every day. A company that has been exporting solid wood profiles for years does not need its own product explained to it: it needs someone who understands why opening a direct channel to private customers is a delicate choice alongside an established dealer network.
The two most important technical decisions stem from that. Magento instead of a lighter solution, because the catalogue was going to grow in products and variants. And dual navigation by category and by finish, because a designer and a carpenter look for the same profile starting from two different questions. These are choices you make by knowing the client's craft, not a catalogue of features.
NewVisibility was founded in 2013 by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name. Since then we have worked with over three hundred clients. We are a team on a human scale: you talk directly with the people working on your project, with no intermediaries, even after launch.
Read our manifesto
NewVisibility, a web development agency in the province of Como. Our team designed the platform on Magento, structured the multilingual catalogue and configured the purchase journey.
Decorative profiles in solid wood, carved and heat-pressed: mouldings, cornices, architraves, friezes and other decorative elements, exported to several countries for many years.
Because it natively handles complex catalogues, product variants, price lists and international shipping, and can support a growing number of products without having to rebuild the system from scratch.
Because a designer looks for the architectural element they need, while a carpenter starts from the finish. Two parallel paths both lead to the same product.
With separate store views, one per market, each with its own content, URLs and metadata. This is how Magento lets several markets coexist in the same installation.
Because every screen between the cart and the confirmation is a point where the user drops out. Reducing the steps is the most cost-effective improvement you can make to an e-commerce site.
E-commerce does not replace the dealer network: it opens a channel to private customers that the network does not reach. They are two markets with different margins and volumes.
Yes. The entire site runs on HTTPS with an SSL certificate, so personal data and payment information are encrypted, and transactions go through recognised international circuits.