Published by Sue Johns-Chapman
Published Date 15.09.2025 
Absolute Digital share their UK eCommerce Awards-nominated work and results.
We’re proud to announce that our work with Fired Earth has been shortlisted for the eCommerce UK 2025 Awards in the category Best DIY, Home, Furniture & Interior Design eCommerce Website of the Year.
We are a multi-award-winning eCommerce agency, established over 30 years ago. As Shopify Solution Partners and Adobe Bronze Solution Partners, we have a wealth of experience in the digital world, combining strategy, design and support to help our clients increase their sales and boost their online performance.
We worked closely with Fired Earth to migrate their B2C and B2B website to Shopify’s enterprise level platform (Shopify Plus) from Adobe Commerce, the enterprise platform based on Magento. We created a bespoke experience for both their retail and trade customers, not only meeting their commercial goals but creating a new and improved brand experience.
Our objectives were to:
- Increase conversion rates and online sales
- Improve mobile usability and performance
- Integrate with 3rd party services, particularly their ERP system that did not have an out-of-the-box integration, so we developed a custom integration to Kerridge.
- Preserve the core brand values and premium feel that they had maintained for many years on Magento, while making strong improvements to the user journey.
A Strategic UX-First Approach
Our team began with a comprehensive UX discovery process, mapping customer journeys, identifying pain points and benchmarking competitors to ensure every interaction added value. From wireframing through to high fidelity designs, we focused on building a site that feels both visually aspirational and intuitively functional.
With mobile being the most used device for Fired Earth’s customers, we made sure to create a mobile-first design that focused on clean UX improvements to help streamline the customers journey.
Design That Inspires Confidence
The new Shopify Plus website delivers a clean, immersive design that balances Fired Earth’s timeless style with modern eCommerce best practice. Key design decisions included:
- Immersive product visuals to showcase textures, finishes, and colour depth.
- Streamlined navigation, allowing customers to browse collections effortlessly.
- Enhanced mobile-first layouts optimised for on-the-go design inspiration.
- Personalised pathways, helping users move seamlessly from inspiration to purchase.
Every design element was underpinned by UX research and iterative testing, ensuring the site doesn’t just look beautiful – it works beautifully too.
Hosting multiple stakeholder meetings, we were able to make sure that the finalised designs were comprehensive, elegant and most importantly, exceeded the expectations of the client.
Scalable, Future-Proof Technology
By building the site on Shopify Plus, we ensured Fired Earth has a powerful, scalable platform to support their growth. From integrations with stock systems to flexibility for future expansion, the site is designed to evolve alongside the brand.
Return on Investment
With a key set of goals outlined at the start of the project, it was important that we obtained them. The website saw immediate and meaningful improvements in user behaviour and engagement vs the previous period.
- Product views +112%
- Added to basket +64%
- Completed checkout +138%
- Views per active user +49%
- Average engagement time +11%
These performance improvements were able to reinforce the impact a well thought out project, with designated UX research and immersive designs, can have on a new website.
Recognition That Matters
Being shortlisted for such a prestigious award underlines our commitment to creating eCommerce experiences that blend creativity with performance. For Absolute, this is not just about recognition – it’s about showing how thoughtful design and a structured UX process can transform customer engagement for premium brands.
We couldn’t be prouder of the Fired Earth project and are excited to see it recognised among the best in the industry.
If you are looking at migrating to Shopify Plus or want a design refresh of your existing site, get in contact with us today.
