Redesigning one online store to serve home cooks and restaurant kitchens equally well.
Deep Sea Gourmet delivers live and frozen seafood across Singapore, serving both households replacing a wet market trip and restaurants ordering wholesale. The redesign needed to serve both audiences clearly, on desktop and mobile alike.
Industry
Ecommerce, F&B
Services
Web Design, Web Development
Buyer Types
Households + restaurant wholesale
The Results
Two clear paths, both converting on their own terms.
Increase in online order conversion
Website pages redesigned
Increase in product page engagement
Improvement in mobile usability score
The Challenge
Two very different buyers, and a site not designed for either.
A household buying seafood for dinner and a restaurant buying for its kitchen have almost nothing in common as shoppers, different order sizes, different urgency, different price sensitivity. The old site treated them the same way, with cluttered product pages and a mobile experience that made browsing and checking out harder than it needed to be for either audience.
Freshness and trust are also central to the category. People buying live seafood online, instead of seeing it at a wet market, need real confidence in quality and delivery before they'll commit, and the design needed to actively build that confidence rather than assume it.
The Approach
One store, redesigned around two clear paths to purchase.
Web Design
Product pages built to build confidence
- Redesigned product pages with trust-focused detail on freshness, delivery windows and handling, replacing the reassurance of seeing seafood in person
- Ensured live and frozen seafood collections were clearly separated and easy to browse
- Rebuilt the mobile experience so browsing and checkout felt just as smooth on a phone as on desktop
Web Development
A distinct path for restaurant and wholesale buyers
- Built a dedicated restaurant and wholesale page separating bulk-order buyers from everyday retail shoppers
- Structured pricing and ordering information to suit a B2B buyer's evaluation process
- Rebuilt 5 key pages on the underlying Shopify platform to keep the store fast under a growing product catalogue
Related services
Online Store
Ecommerce Website Design Singapore
Web Design and Development
Web Design and Development Company Singapore
Search Rankings
SEO Services Singapore
AI Search
AI SEO Agency Singapore
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