E-Commerce Ecosystem Development

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How developing a comprehensive e-commerce ecosystem helped an optical company withstand severe economic headwinds and grow their store chain.

The Challenge

For highly competitive industries, such as e-commerce, being able to adjust to ever-changing market conditions in the blink of an eye is the only way to retain customers and win new ones. In this respect, the COVID-19 pandemic became an inflection point at which only the most resilient companies could stay in the saddle, while others had no other choice than to ride off into the sunset.

When the pandemic began, companies were forced to rethink their business vision, look for new value and revenue-creation opportunities, and find ways to satiate consumers’ needs in unanticipated circumstances. The situation was the same for our client – an eyewear company with its own production and a chain of physical stores across France.

The client first reached out to *instinctools to create a mobile app for sales assistants. However, the coronavirus meddled in their business strategy, forcing them to move at a rapid clip and develop an additional sales channel aimed directly at consumers. That’s how the idea of a shopping app for customers arose.

When a company wants to drive revenue growth, banking only on a customer-facing solution isn’t enough. Internal processes also have to be enhanced. In the case of our client, the necessity to adapt to the changing e-commerce realm unveiled issues with order registration and processing, stock inventory, and logistics.

After analyzing the market and gathering the client’s requirements, we proposed developing a comprehensive e-commerce ecosystem of mobile and web solutions with a shared back end and multiple front ends.

The Solution

As we’ve mentioned, the client initially approached *instinctools to craft one small application for internal usage. However, the retail industry upheaval, along with evolving consumer needs, forced them to reconsider an erstwhile firm view of e-commerce as a bolt-on to the main business. For over six years of cooperation, our dedicated team has developed four apps for the company’s staff, one customer-facing application, and a new website on Shopify.

Why did we develop niche applications one by one instead of crafting one multipurpose solution? Such an approach provided several benefits:

  • Maintaining and updating several small apps is much easier than taking care of a large-scale solution with complex business logic.
  • Ensuring ease of use for the client’s staff as each mobile or web solution is tailored to a specific role within the company.
  • Rolling out new functions apace to attract new customers and retain existing ones.

All the applications, except for the one related to the local insurance system, are written in React Native. That way, our client isn’t limited to devices with a particular OS and can reach a larger pool of potential buyers.

Key Features


A comprehensible suite of lightweight applications allows the client to remain flexible and swiftly respond to any market changes. Such an approach also simplifies the app’s maintenance and support, not to mention the ease of use for the client’s employees.


The e-commerce ecosystem we’ve created encompasses software solutions that provide a seamless customer experience and streamline the client’s internal processes.


Custom software aligns with the client’s business needs perfectly. Moreover, each solution for internal usage is targeted to a specific role within the company to simplify its management for the client’s employees.

The Result


  • Unoptimized business operations
  • Manual processes
  • High influence of human factor
  • Absence of an online e-commerce eyewear store for customers
  • Lack of tools for efficient data collection, analysis, and visualization
  • Draft version of a custom ERP that wasn’t released
  • Heavyweight and slow WordPress website with loads of spaghetti code


  • Digitized order processing, inventory, and logistics
  • Automated optical measurements and insurance-related tasks
  • Minimized possibility of human error
  • Eye-catching and user-friendly mobile app for online consumers
  • Insightful dashboards with detailed statistics
  • Full-fledged custom ERP
  • Speedy and easy-to-maintain website on Shopify
  • Transparent and flexible ecosystem of lightweight software solutions

Business Value

  • 33% faster order processing
  • 6x boost in page loading speed on the website
  • Fully digital inventory management and logistics
  • Complete transparency of the operations within the company
  • Automated insurance processing
  • Eliminated possibility of a human error

A well-designed e-commerce ecosystem enhances your customers’ experience and turns them into regulars.

Any B2C or B2B software solution is often a part of a larger ecosystem that includes internal business tools and external channels of interaction with potential customers. To hit it big down the line, you should adhere to a holistic approach to building software for your company’s needs.

This principle plays out in any industry, from e-commerce, entertainment and media to healthcare, fintech, and manufacturing. Bank on comprehensive strategic solutions instead of one-off fixes to stay ahead of the pack and win over more customers.