An online paint shop built for recurring professional orders

The context

Farblieferant distributes paints and building materials on the German market to two audiences that do not buy the same way: tradespeople and construction professionals, who order regularly and in volume, and consumers renovating a single room who need to be guided to the right product.

Selling paint online is not selling a standard product. One reference exists in several container sizes and more than a thousand shades; the right choice depends on the surface, the room and its exposure; and getting the quantity wrong means a job stopped halfway. On top of that come the expectations of German e-commerce: complete product information, prices and shipping costs stated without ambiguity, and flawless legal and right-of-withdrawal pages. Trust is won long before the cart.

The solution

We designed a store around how this trade actually buys, rather than around a flat catalogue.

Products are organised by use — façade, interior, lacquers, glazes, renders — instead of by supplier reference, with filtering by room, by product type and by stage of the job. A guided finder helps the visitors who know the result they want but not which product delivers it. On each product page the customer picks a container size and a shade, and a calculator turns a surface area into the quantity to order — the single most common question, answered before it becomes a support call.

Around the shop sits an editorial layer — inspiration, advice, technical articles — that answers the searches people run before they buy and builds German-language visibility on the vocabulary customers actually use. The order flow stays short and legible, with shipping and free-delivery thresholds stated from the product page onwards.

The platform today

The store is now fully operational and handles customer orders every day. Its catalogue covers several product worlds, from façade solutions to interior finishes, with dozens of references per category, available in a range of container sizes and colours.

The platform delivers on the brand’s commercial commitments: dispatch within one to three working days, free delivery above a certain order value, and customer guidance before the order is placed. Alongside this, the editorial content is enriched regularly to strengthen the site’s organic visibility on searches that reach well beyond product-page listings.

The technical architecture was designed to support the growth of the business. Adding new ranges or references is done straightforwardly through content administration, with no bespoke development and no rebuild of the platform.