Veloretti

Built for launch. Rebuilt for the long ride.

Built for the way you move. Veloretti designs bikes for every style and pace of city living, earning its place as one of Amsterdam’s premier bike brands.

Built for the way you move. Veloretti designs bikes for every style and pace of city living, earning its place as one of Amsterdam’s premier bike brands.

So when they set out to launch a more accessible sibling to their flagship e-bike Ace, they needed a more customisable user experience on a platform robust enough to scale with them. What started as a set of targeted development tasks quickly evolved into something far bigger: a complete rethink of their Shopify setup, reimagined and rebuilt to elevate both experience and performance. 

Clearing the roadblocks

It started with the launch of their new Lite line - an accessible addition to Veloretti’s flagship bike range. That meant revisiting the product pages and updating the bike configurator to reflect the new model. But as we began implementing the new designs and collaborating with Veloretti’s internal team, we realized that a platform rework would unlock far more value than a few isolated updates. Adapting the existing setup would have meant major frontend work, so instead of patching things together, we rebuilt. Frontend and backend, rethought and restructured to support a faster, more flexible platform for long-term growth.

A tech stack for modern ecommerce 

Veloretti’s store was already running on a headless Shopify setup - with Shopify powering commerce and Contentful managing content. As part of the rebuild, we introduced elements from React and Next.js on the front end, creating a setup that gives Veloretti the flexibility to manage content and commerce independently.

Alongside the structural improvements, we continued to evolve the ecosystem of tools supporting Veloretti’s team behind the scenes - refining and expanding the stack to work harder without adding friction to the customer experience: 

• Klaviyo handles email marketing, pulling in Shopify data to automate flows like post-purchase journeys and product updates, all without needing to hard-code logic.
  
  

• Gorgias powers their customer support, allowing the Veloretti team to manage tickets, order issues, and FAQs in one place, fully synced with Shopify data.
  
  

• Mapbox is used for the store locator, making it easy for users to find physical retailers with a map-based UI.
  
  

• And Playwright runs automated end-to-end tests every few hours to simulate real user journeys - catching bugs early and flagging any friction between the landing page and checkout.
  
  

On the content side, the rebuild of their Contentful structure means everything is modular: pages are built from reusable components, and updates are no longer developer-dependent. This means content can be produced faster, supporting smoother campaigns and product drops handled entirely in-house - exactly how a modern ecommerce team should operate.

The multi-step configurator at the heart of the PDP

Working closely with Veloretti’s in-house design team, we reimagined the PDP as a journey of seamless comparison and customisation. At the heart of it is a fully custom, multi-step configurator. The new experience breaks the bike-building process into clear, scrollable steps, from frame to colour to accessories, with real-time visual updates and a more intuitive flow. Customers can easily switch between different models without leaving the PDP, explore features side by side, and fine-tune their build in just a few clicks. Interactive hotspots highlight key components, and expanded imagery gives the bikes more space to shine. Behind the scenes, we rebuilt how product data is structured - making it easier for the Veloretti team to manage updates and scale for future launches.

A more visual way to navigate

As part of the rebuild, we also redesigned the main menu to reduce friction and make product discovery more intuitive. Instead of relying on a traditional dropdown with model names alone, we introduced a fully visual menu - showing each bike with imagery up front.

This quick, image-led approach acts like a guided entry point for new users. No guesswork, no decoding product names - just an immediate sense of what each bike looks like and who it’s for. While we don’t have hard data to quantify the change, the impact is clear: less hesitation, fewer wrong turns, and a faster path to the right product.

Results already

The platform rebuild gave Veloretti:

• A fully modular content system, cutting dev reliance and improving speed to launch
  
  

• A more engaging, high-converting PDP experience, built entirely custom
  
  

• A scalable Shopify foundation ready for future product drops, campaigns, and international growth
  
  

Looking at Shopify analytics between the launch (June 25th) and now, average order value increased by 64%, and conversion rate rose by 15%.

And while the project was designed to support the launch of a more affordable alternative to the Ace, Veloretti saw sales rise for their premium model too - proving that better UX drives stronger performance across the board.

Want results like this for your brand? Let’s talk.