From Australian market entrant to a stronger U.S. ecommerce presence.
Michael Vicinelly
Long-term ecommerce case study
From Australian market entrant to a stronger U.S. ecommerce presence.
For more than a decade, VICI has worked alongside Macnaught USA on ecommerce strategy, WooCommerce consulting, product discovery, merchandising and digital growth across the United States and Canada.
WooCommerce consulting
U.S. + Canada strategy
Product discovery
SEO & CRO
WooCommerce
Flexible industrial ecommerce
10+ years
strategic partnership
Client
Macnaught USA
Industry
Industrial fluid handling
Location
United States + Canada
Core platform
WooCommerce
10+
Years of partnership
Long-term ecommerce strategy and guidance across multiple stages of growth.
USA + CA
Dual-site support
Strategic collaboration across both the U.S. and Canadian digital presence.
Top U.S.
Market position
Helped strengthen Macnaught USA into a leading U.S. fluid-handling brand.
01 — The challenge
One broad catalog. Two markets. Multiple ways to buy.
Macnaught USA entered the U.S. with strong Australian brand heritage and a catalog spanning fluid handling, lubrication, hose reels and flow meters. The ecommerce experience needed to serve both standard SKU purchases and custom-built flow-meter requirements.
01
Complex product discovery
A technical catalog across multiple industrial categories required clearer structure, navigation and merchandising to help buyers identify the right solution.
02
Two distinct buying journeys
The site had to support straightforward SKU ecommerce while also helping customers understand and pursue custom-built flow-meter solutions.
03
Long-term market growth
Macnaught needed strategic guidance and a collaborative approach that could help its in-house team grow the site and strengthen the brand’s U.S. position.
Starting point
A WooCommerce-era experience supporting a broad technical catalog and custom product needs.
Evolved system
A collaborative, dual-market ecommerce strategy designed for sustained growth.
02 — What VICI did
A strategic ecommerce partnership—not a one-off website project.
VICI partnered closely with Macnaught USA and its in-house team, connecting ecommerce strategy, site structure, product merchandising, user experience and ongoing optimization.
Long-term ecommerce strategy
Worked with Macnaught for more than ten years, guiding priorities through its WooCommerce era and beyond.
01
U.S. and Canada guidance
Partnered with the business to guide ecommerce strategy across two related but distinct market presences.
02
Catalog structure and discovery
Helped shape a site experience that supports SKU-based products across fluid-handling and lubrication categories.
03
Custom-solution journeys
Supported the more consultative path required for custom-built flow-meter selection and education.
04
Merchandising and UX collaboration
Worked alongside the in-house team on site structure, merchandising and user-experience strategy.
05
Ongoing growth consulting
Continued supporting content, site performance, SEO, CRO and long-term digital growth planning.
06
03 — Experience transformation
A technical catalog made easier to navigate, understand and act on.
The ecommerce experience needed to preserve the depth professional buyers expect while creating clearer routes for standard product purchases and consultative custom solutions.
Earlier challenge
Too many needs competing inside one experience.
A broad industrial catalog and different buying paths required a stronger strategic structure.
Standard products and custom flow-meter needs required different levels of guidance.
Product discovery had to work across fluid handling, lubrication and hose-reel categories.
The site needed to support two national markets and an in-house marketing team.
Evolved experience
Structured for discovery and long-term growth.
Clearer category paths, stronger product merchandising and continuous strategic collaboration help technical buyers reach relevant products and solutions with less friction.
Desktop + mobile commerce
04 — Partnership approach
Continuous collaboration across strategy, experience and growth.
The engagement evolved with the business, allowing VICI and Macnaught’s in-house team to solve immediate ecommerce needs while strengthening the long-term digital foundation.
01
Understand
Aligned the ecommerce experience with Macnaught’s products, buyers and U.S. market goals.
02
Structure
Shaped site organization around technical categories, SKU products and custom solutions.
03
Merchandise
Improved how products, categories and commercial value are presented to buyers.
04
Collaborate
Worked directly with the in-house marketing team on content, UX and site performance.
05
Grow
Continued supporting SEO, CRO and strategic priorities across the U.S. and Canada.
05 — The impact
The result was not simply a redesigned store. It was a decade-long ecommerce growth partnership.
10+
years of strategic ecommerce partnership and consulting.
national digital presences supported across the United States and Canada.
Top U.S.
market position strengthened within the fluid-handling category.
06 — Project details
A mature ecommerce presence with clear opportunities ahead.
The ongoing partnership provides a foundation for deeper product discovery, stronger educational content and continued conversion and search optimization.
Engagement snapshot
Industry
Industrial equipment / fluid-handling ecommerce
Location
United States and Canada
Involvement
Ecommerce strategy, WooCommerce consulting, product discovery, merchandising strategy, UX strategy, SEO, CRO and ongoing growth consulting
Tools
WooCommerce, ecommerce strategy, product catalogs, SEO, CRO, UX planning and product merchandising
Website
Recommended next steps
Continue improving product discovery across core fluid-handling and lubrication categories.
Expand content and tools that support custom flow-meter selection and education.
Keep building on the strategy with CRO, SEO and ongoing consultation for long-term growth.
Need more than a website vendor?
VICI helps ambitious ecommerce brands connect strategy, site experience and ongoing growth into one long-term partnership.
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Posted Jul 24, 2026
Long-term WooCommerce consulting and ecommerce strategy for Macnaught USA to improve product discovery, merchandising, and U.S./Canada growth over 10+ years.
