Brief
Rethink the eCommerce infrastructure to support growth
Cappco, a specialist in distributing tools, equipment, and industrial supplies, manages a catalog of more than 10,000 products from major brands such as DeWalt, Makita, and Stanley Black & Decker. As the business grew, its WordPress site could no longer support operations effectively. The platform hit limits in performance, data management, and user experience.
Maze was mandated to orchestrate a full eCommerce ecosystem transformation—including migration to Shopify, experience restructuring, and product data management system integration.
Goals
Create a high-performing, scalable platform
The project aimed to build a technology foundation that could support Cappco’s growth while improving the user experience. The dual objective: fluid navigation through a very dense catalog, and simpler internal product management through better data structure and admin tools.
Tools and partners
Complexity and challenge
Structure a massive, interconnected catalog
The project’s complexity started with managing an extremely large catalog—thousands of products from multiple suppliers, each with its own data formats, visuals, and technical specifications.
The challenge wasn’t only migrating products, but structuring a system that could keep that data continuously up to date without heavy manual intervention. Quality, consistency, and synchronization became critical to site performance.
User diversity added another layer. Cappco serves building professionals, businesses, and experienced users alike—each with specific needs around search, comparison, and fast access to information.
The challenge was therefore to design an experience that handles this complexity without weighing down navigation. Users needed to find a precise product quickly in a dense environment, while still accessing detailed technical information.
Finally, the project required a full infrastructure transformation: migrating from WordPress, integrating external systems (DAM), and building custom tools. Everything needed to work as a coherent, reliable, and scalable system.
Approach
Align data, technology, and user experience
The project began with a deep analysis of the existing ecosystem, including catalog structure, supplier data flows, and user journeys. Maze then structured the site architecture to organize products in a logical, accessible way. The sitemap, categories, and filters were redesigned to support navigation across a large-scale catalog.
In parallel, product data management was rethought. The goal was to connect existing sources—including DAM systems such as Salsify and Bynder—to automate information intake and reduce manual work.
User journeys were defined for different customer types, based on search behaviors and specific needs. This approach optimized entry points, filtering tools, and search logic. Finally, the move to Shopify was framed as an opportunity to simplify internal management while improving overall site performance.
Solution
An integrated Shopify platform and a custom data management system
Migrating to Shopify gave Cappco a stable, high-performing, scalable eCommerce infrastructure. To address catalog management challenges, Maze built a custom Shopify app capable of handling large-scale product imports. The solution quickly integrates supplier data while ensuring structure and consistency.
Integrating DAM systems—including Salsify and Bynder—enables automated synchronization of product information, including visuals, technical descriptions, and references. This approach sharply reduces errors and improves operational efficiency.
On the user experience side, navigation was fully redesigned. Smart filters, a clear hierarchy, and advanced search help users find products quickly—even in a very dense catalog. Product pages were optimized to highlight essential technical information, support comparison, and aid decision-making. The interface was also modernized for a smooth experience across devices. The full solution works as an integrated ecosystem where data management, technical performance, and user experience are aligned.
Results
A robust platform built for growth
Thanks to this transformation, Cappco now has an eCommerce platform that effectively supports operations and growth. The site performs better, navigation is smoother, and catalog management is significantly simpler. Users find products faster, while the internal team benefits from a reliable, efficient system for managing data. Cappco now has a solid technology foundation that can evolve with the business and support future growth.