A WooCommerce Store That Grew Sales 25% and 4x'd Traffic
MD Robin Islam
A WooCommerce Store That Grew Sales 25% and 4x'd Traffic
A London flower shop needed more than a prettier website — they needed an online store that could handle a genuinely complex delivery system. I designed and built a WooCommerce platform with a custom delivery-matrix engine, and the result was 25% YoY sales growth, 4x traffic, and double the user retention.
I led design and development end to end.
+25% YoY sales growth
4x Traffic increase
2x User retention
3-month Build timeline
Industry:
E-commerce / Retail
Location:
London, UK
Stack:
WordPress, WooCommerce, PHP, JavaScript, Stripe
Services:
Brand Identity, Web Design, Web Development
Working with Boomdevs was smooth from start to finish. The new site is beautiful and much faster and easier for our team to manage. Most importantly, our customers are finding it easier to order — and we've definitely seen the difference in sales and feedback since launch.
— Ahmed Salman, Co-owner & Managing Director, Paul Thomas Flowers
A traditional shop going online
Paul Thomas Flowers is a well-known London florist with a simple ambition: sell their flowers online. But "build us a shop" turned out to hide a hard engineering problem — and that problem is the whole story of this project.
The real challenge: fresh flowers don't ship like books
You can't deliver fresh flowers on a generic "3–5 business days" model. Delivery depends on freshness windows, stock availability, the customer's location, specific delivery zones, and time slots — and the shipping cost changes with all of them. Customers needed to know, before they checked out, exactly when their flowers could arrive and what it would cost.
On top of that, the old site was slow and hard to navigate, driving a high bounce rate. So the brief was really two problems: a hard logistics-logic problem, and a performance problem.
How I built it
The store runs on WordPress + WooCommerce, with Stripe for payments — the right foundation for a non-technical team to manage day to day. But the core of this project was something WooCommerce can't do out of the box: a custom-coded delivery-matrix engine.
I built a system that calculates, in real time, the earliest possible delivery date and the exact shipping cost — factoring in delivery zones, time slots, and product availability — and shows it to the customer before they order. Getting the logic right took extensive research and repeated working sessions with the client to map every rule and edge case.
Alongside it, I rebuilt the front end for speed: fast load times, clean category browsing, and a checkout designed to remove friction. Design was done in Adobe XD, development in PHP and JavaScript.
The hard part
The delivery matrix was deceptively brutal. On the surface it's "show a delivery date." Underneath, it's a rules engine balancing freshness, zone, time slot, availability, and price — any of which can change the answer. Most of the engineering effort on this project went into logic the customer never sees, but feels every time the right date and price simply appear. That invisible work is what separated this from a templated flower store.
The outcome
Sales up 25% year over year
Traffic 4x the previous website
User retention doubled — customers stay and come back
A fast, easy-to-manage store the client's team runs themselves
The best e-commerce work is often the logic the customer never sees — they just notice that ordering finally feels easy.
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Posted Sep 30, 2025
WooCommerce store for a London florist with a custom real-time delivery-matrix engine. Sales are up 25% YoY, traffic 4x, retention doubled.
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