- WooCommerce
- Figma
How VeloExpress Replatformed From OpenCart to WooCommerce and Increased eCommerce Revenue by 210%
VeloExpress was operating an outdated OpenCart store that no longer supported the level of eCommerce experience the business wanted to provide. The project objective was to modernize VeloExpress's eCommerce infrastructure and customer experience, create a platform capable of supporting continued online growth, and establish the foundation for improving conversion rate and Average Order Value over time.
- eCommerce revenue +210%
- New WooCommerce platform launched
- Higher-value bicycles around €1,000 purchased online
VeloExpress
VeloExpress was operating an outdated OpenCart store that no longer supported the level of eCommerce experience the business wanted to provide. The platform needed modernization both technically and from the customer's perspective.
- Latvia — B2C
- veloexpress.lv
- WooCommerce + Ozz ERP
Services Provided:
- OpenCart → WooCommerce Rebuild
- UX/UI Modernization
- ERP Integration
- Ongoing CRO
The Challenge
The Starting Point
VeloExpress was operating an outdated OpenCart store that no longer supported the level of eCommerce experience the business wanted to provide. The platform needed modernization both technically and from the customer’s perspective.
What the Client Believed Was Wrong
The existing eCommerce platform had become outdated and was limiting the quality of the online customer experience. VeloExpress needed a modern store capable of better supporting product discovery, purchasing and future eCommerce development.
What Had Already Been Tried
VeloExpress had been operating its existing OpenCart store before the WooCommerce rebuild.
Why It Needed Attention
The LIAA digitalization funding programme created an opportunity to replace the legacy OpenCart platform with a modern eCommerce solution rather than continuing to invest in an outdated system.
Risk of Doing Nothing
VeloExpress would remain dependent on an outdated eCommerce platform that increasingly limited UX improvements, technical development and the company’s ability to grow online sales alongside its physical retail operation.
Constraints That Shaped the Solution
The platform needed to support a broad catalogue ranging from accessories and spare parts to high-value bicycles, integrate with Ozz ERP, and complement rather than replace VeloExpress’s physical stores and service operation.
What Success Needed to Mean
A modern, stable eCommerce platform that makes it easier for customers to discover and purchase cycling products online while supporting continued growth and integrating effectively with the company’s existing retail operations.
Our Approach
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What the Evidence Showed
Replacing the platform solved the infrastructure problem, but launch was not the end of the opportunity. Customer behavior analysis and ongoing collaboration have identified further opportunities around product discovery, purchasing friction, upselling, cross-selling and AOV, alongside technical issues involving ERP integration.
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What We Prioritized First
Replacing the outdated technical foundation. Before meaningful long-term CRO and customer journey improvements could be pursued, VeloExpress needed a modern, maintainable eCommerce platform capable of supporting future development and ERP integration.
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How We Delivered It
WD Market designed and developed a new WooCommerce store, replacing the legacy OpenCart platform. Following launch, WD Market implemented Microsoft Clarity and continued supporting the business through maintenance, bug fixing, ERP integration support, UX improvements, CRO recommendations and ongoing WooCommerce development.
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How the Engagement Evolved
The engagement evolved from a funded platform rebuild into an ongoing eCommerce optimization partnership. Microsoft Clarity was introduced to better understand customer behavior, while priorities expanded toward CRO, AOV, product discovery and improving the connection between online purchasing and VeloExpress’s established in-store sales experience.
The People Behind The Work
Project Management, UX/UI Design, WooCommerce Development, ERP/Integration Development, QA, CRO / eCommerce Consulting.
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Einārs Melderis
Project Manager
Focus: Project Delivery · Communication · Coordination
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Tomass Bērziņš
Head of E-Commerce & Co-Owner
Focus: Growth strategy · CRO · Customer Journey
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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
The recommendation to modernise and replace the outdated OpenCart platform was based on the condition of the existing eCommerce setup and aligned with the client’s need for a stronger long-term platform.
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What We Deliberately Did Not Recommend
We did not recommend treating the website launch as a complete solution for improving eCommerce performance. Instead, the engagement continued with customer behaviour analysis, maintenance and ongoing optimisation to identify and address further opportunities for improvement.
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Rebuild / Redesign / Spend Decision
As Magento was already the client’s chosen platform, the focus was on developing a solution aligned with its operational requirements. Any future major investments, particularly ERP replacement, should be evaluated against a clear business case and expected return on investment.
Results We Delivered
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Measured Results
New WooCommerce platform successfully launched, replacing the legacy OpenCart store. The eCommerce channel is successfully supporting purchases of higher-value bicycles, including products around €1,000. Revenue increase through eCommerce + 210%
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Evidence and Metrics
The previous platform was an outdated OpenCart implementation. Since launching the new store, VeloExpress has demonstrated the ability to sell higher-value bicycles online, including bicycles around €1,000, showing that customers are willing to complete substantial purchases through the eCommerce channel. Revenue increase through eCommerce + 210%
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What the Client Gained Beyond the Metric
VeloExpress gained a modern eCommerce foundation plus an ongoing technical and optimization partner. Instead of treating the website as a one-time rebuild, the company can now continuously analyze customer behavior, resolve ERP issues and improve the shopping experience based on actual business needs.
- +210% eCommerce revenue Revenue increase through eCommerce.
- ~€1,000 Bicycles sold online Customers complete higher-value purchases online.
- Rebuilt OpenCart → WooCommerce New platform replacing the legacy store.
