- WooCommerce
- Figma
How Liel Albums Built a New WooCommerce Platform for US Expansion
Liel Albums already operated an established WooCommerce business in Israel. The project objective was to launch a premium US eCommerce platform that supports both consumers and professional photographers, handles complex personalized products and creates a scalable foundation for the company's expansion in the US market.
- New US WooCommerce platform developed
- Complex personalized-product journey supported
Liel Albums
Liel Albums already operated an established WooCommerce business in Israel. WD Market initially joined as a technical support and development partner, handling bugs, updates, technical improvements and new functionality rather than rebuilding the existing store. The relationship expanded when the owner acquired a similar photo-album business in the US and needed an entirely new eCommerce platform for that market.
- USA & Israel — B2C + B2B / Professional Photographers
- lielalbums.com
- WooCommerce + third-party 3D album configurator
Services Provided:
- WooCommerce Development
- UX/UI
- International eCommerce Expansion
- Technical Support
The Challenge
The Starting Point
Liel Albums already operated an established WooCommerce business in Israel. WD Market initially joined as a technical support and development partner, handling bugs, updates, technical improvements and new functionality rather than rebuilding the existing store. The relationship expanded when the owner acquired a similar photo-album business in the US and needed an entirely new eCommerce platform for that market.
What the Client Believed Was Wrong
Initially, the need was reliable WooCommerce technical support for the Israeli business. Following the US acquisition, the challenge became significantly larger: create a new premium eCommerce experience capable of supporting a highly customizable product journey for the US market.
What Had Already Been Tried
The Israeli WooCommerce website already existed and continued to be supported and improved. There was no previous WD Market redesign or usability audit. The US project, however, was approached as an entirely new eCommerce build.
Why It Needed Attention
The acquisition of the US business created an immediate need for a dedicated US eCommerce platform. Having already established a working relationship with WD Market through the Israeli operation, the owner chose WD Market to design and develop the new store.
Risk of Doing Nothing
The newly acquired US operation would lack the modern eCommerce infrastructure required to effectively sell its highly configurable products online and establish a scalable digital presence in the new market.
Constraints That Shaped the Solution
Liel’s purchasing journey is significantly more complex than standard eCommerce. Customers must move through product selection → customization → album configuration → design → cart → checkout → production, with a third-party 3D album configurator forming a critical part of that experience.
What Success Needed to Mean
Successfully launch a stable, premium US eCommerce experience capable of supporting personalized products and professional customers while creating a platform that can be continuously improved after launch.
Our Approach
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What the Evidence Showed
This is not a standard WooCommerce purchasing journey. Product customization and the third-party album configurator introduce additional friction points between initial product discovery and purchase. The experience therefore needs to make a complex, highly personalized purchasing process feel intuitive.
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What We Prioritized First
UX/UI and understanding the customization journey before full development estimation. Because customers configure highly personalized products, the experience and requirements needed to be defined before accurately estimating the complete WooCommerce implementation.
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How We Delivered It
WD Market approached the US build in stages: Design Estimation → UX/UI Design → Development Estimation → WooCommerce Development. Rather than locking the client into one large fixed scope before requirements were fully understood, each stage was defined and estimated as the project evolved.
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How the Engagement Evolved
The relationship itself expanded substantially. What began as technical WooCommerce support for one Israeli website evolved into WD Market being trusted to design and develop the owner’s new US eCommerce business. The US platform may subsequently become the foundation for modernizing the Israeli experience as well.
The People Behind The Work
Project Management, UX/UI Design, WooCommerce Development, Integration Development, QA / Technical Support.
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Einārs Melderis
Project Manager
Focus: Project Delivery · Communication · Coordination
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Lauris Priede
Chief Technology Officer
Focus: Architecture · Integrations · Performance
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Deins Grets
Head of UI/UX & CRO
Focus: UI/UX · Usability · Customer Journeys · CRO
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Anush Avetisyan
QA Team Lead
Focus: QA · Payments · Integrations · Release Quality
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Rainers Leitarts
Full-stack Developer
Focus: Development · Integrations · Checkout
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Mārcis Motcats
E-commerce System Engineer
Focus: Full-scale enterprise systems · Automation Workflows · Technology
25+ Developers, Designers, CRO Specialists & others Strategic Decisions
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Recommendation
No major strategic reversal was required. However, the project was deliberately structured in stages instead of attempting to define and price the entire complex build upfront.
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What We Deliberately Did Not Recommend
We did not recommend committing to a rigid, all-inclusive development scope before the UX/UI and technical requirements were sufficiently understood. The staged approach reduced uncertainty around a complex configurable-product experience.
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Rebuild / Redesign / Spend Decision
A new US platform was justified because this was a new market expansion rather than an optimization of the existing Israeli store. The Israeli platform continues to be supported separately and may be modernized later using learnings from the US experience.
Results We Delivered
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Measured Results
New US WooCommerce platform developed for international expansion. Commercial results pending launch and sufficient post-launch data.
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Evidence and Metrics
Commercial post-launch results are not yet available. As of August 2026, WD Market is completing the new US platform. Conversion rate, Add-to-Cart rate, checkout completion, AOV, configurator usage and funnel abandonment should be measured once sufficient post-launch traffic is available.
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What the Client Gained Beyond the Metric
Liel Albums gained a long-term technical and eCommerce partner capable of supporting both existing operations and international expansion. The relationship has progressed from reactive technical support into UX/UI, new-platform development and strategic eCommerce improvement across two markets.