From a basic Wix store to a scalable e-commerce platform with an eight-city footprint.

Baskets of Joy had built a loyal following around birthday return gifts, personalised products, celebration hampers and bulk gifting. The original Wix website no longer matched the scale of the business: it was basic, slow, and difficult to expand. The SEO structure limited the commercial searches the brand could target, and shoppers hit friction when discovering products, comparing options and completing a purchase.

Customers search for gifts in very different ways, by occasion, recipient, age, budget, product type, theme, quantity and city. A shallow website with a handful of generic categories could not capture that spread of intent. A rebuild also carried real SEO risk: the Wix site had years of URLs indexed in Google Search, linked from Google Business Profile and external listings.

Transform Baskets of Joy from a basic online gifting store into a fast, scalable, search-led e-commerce business. Five connected systems: a stronger shopping experience, a scalable product and category architecture, a technically sound SEO migration, multi-city landing pages, and better conversion journeys for retail, personalised and bulk orders.

• Complete e-commerce rebuild: product and category browsing, personalisation, hampers, cart, checkout, payments, order capture, shipping and returns, mobile-first with persistent WhatsApp support
• Category architecture aligned to how buyers actually search: birthday return gifts, personalised, bulk, Kanjak and pooja, baby shower, corporate, budget bands, themes, age-appropriate gifting, seasonal and festival occasions
• Technical SEO migration off Wix: old-to-new URL mapping, redirects, sitemap, canonical consistency, category-page restoration, internal linking, structured data, image optimisation, GBP link corrections
• Multi-city landing pages for Ahmedabad, Mumbai, Delhi NCR, Bangalore, Chennai, Kolkata, Pune and Hyderabad, each aligned to local buying language rather than a duplicated template
• Dedicated bulk return-gifts journey for party, school, corporate and event requirements, from smaller party orders to 500-plus pieces
• Content built around real buying questions: age suitability, themes, budgets, hamper composition, order quantities, personalisation options and lead times
• Trust and conversion: visible Google reviews, transparent pricing, shipping and returns clarity, customer photographs, secure checkout, WhatsApp support and bulk-order assistance

• 8 city landing pages live across Ahmedabad, Mumbai, Delhi NCR, Bangalore, Chennai, Kolkata, Pune and Hyderabad, each written for local gifting language rather than duplicated from a template
• 100% of legacy Wix URLs mapped and redirected, sitemap and canonicals rebuilt, no indexed pages lost in the switch
• Dedicated bulk return-gifts journey supporting party, school, corporate and event orders from smaller batches up to 500+ pieces
• Personalised, hamper and standard checkout journeys wired end-to-end with cart, payments, shipping, returns and WhatsApp assistance
• Structured data, internal linking and category depth rebuilt from day one to carry occasion, recipient, budget and city-level demand
• Website now operates as a sales and growth platform, not a catalogue — the organic performance from the connected D2C SEO programme is covered in the related case study below

• Basic Wix website → complete e-commerce suite
• Limited category structure → search-led product and collection architecture
• Slow, template-bound performance → faster, mobile-focused shopping experience
• Weak technical SEO foundation → structured technical and on-page SEO
• Handful of organic entry points → product, category, occasion, content and city pages
• No multi-city strategy → eight-city landing-page system
• Basic shopping journey → product discovery, cart, checkout and payment flows
• Limited bulk-order support → dedicated bulk-gifting journey

An e-commerce redesign should not begin with colours, banners or animations. It should begin with how customers search, how they compare products and what prevents them from completing a purchase. Rebuilding Baskets of Joy around buyer intent, technical performance, city-level discovery and conversion turned a basic Wix website into a scalable growth platform.

"A website should do more than display products. It should help customers find you, trust you and complete a purchase without unnecessary friction."