Tile Mountain x Alokai: UK eCommerce Awards Finalists

The success story of Alokai and Tile Mountain Group and how they were shortlisted for the UK eCommerce Awards 2025

Tile Mountain Group decided to transform their eCommerce ecosystem with an ambitious goal: to create a seamless, scalable, and future-ready digital experience across four distinct brands. 

Today, we’re proud to share that this work, carried out by Alokai, has been recognized on a national stage, with our project shortlisted for the UK eCommerce Awards 2025 in the “DIY, Home, Furniture & Interior Design” category.

And this is the story of how we got there.

About Alokai: Who we are

Alokai is a frontend-as-a-service platform that empowers ecommerce enterprises to build high-performance, composable digital storefronts. We allow companies to embrace the best the composable approach has to offer without the need to abandon their legacy architectures, halving the investment a full migration process would entail and accelerating time-to-market for new features. 

Alokai works at every stage of the customer journey: from the initial customer touchpoint with your website (via Alokai Storefront) to the ongoing analytics and optimization of your storefronts’ performance (via Alokai Console). But our product really shines when it comes to integrations. 

At the heart of the composable stack lies the intricate system of third-party integrations that build the look and feel of your customer experience. Alokai Connect makes that system seem almost seamless, orchestrating data from multiple sources into a unified, customizable code base. 

About Tile Mountain Group: The project that landed us among the finalists

Tile Mountain Group is a multi-brand ecommerce business serving DIY enthusiasts, tradespeople, and interior design professionals across the UK and beyond. The Group houses four distinct brands: Tile Mountain, Walls and Floors, Bathroom Mountain, and Trepanel. 

Each of their brands focuses on a unique product segment—from tiles and bathroom fixtures to decorative wall panels—while sharing the same mission: to simplify sourcing high-quality interior products with a streamlined, user-first online experience.

With the new website in place, their customers can now browse thousands of SKUs, order free samples, visualize designs in virtual rooms, and access step-by-step installation guides—all from the convenience of their devices. With Trepanel, they even serve international customers in the Middle East, expanding their footprint globally.

The project: building a future-proof ecommerce ecosystem

The work we submitted for this award was the result of a major digital transformation initiative. We re-engineered Tile Mountain Group’s frontend architecture, moving to a single, shared Nuxt.js codebase that now powers all four brands. 

This approach allowed the business to roll out a cohesive design system, unify their technology stack, and accelerate innovation without duplicating work.

Some key highlights of the project include:

• Performance-first engineering: Lazy loading, code splitting, and Core Web Vitals monitoring significantly improved site speed and reliability.
  
• Multi-brand agility: A modular, multi-tenant frontend gives the ability to deploy new features across all brands simultaneously while keeping each site’s look and feel unique.
  
• Conversion-focused UX: We optimized the sample-ordering flow, introduced real-time room visualisers, and streamlined the checkout process, removing friction and boosting shoppers’ confidence.
  
• Scalability for growth: The architecture is designed to seamlessly handle 2x order volume, aligning with Tile Mountain’s expanding warehousing capacity and growth ambitions.
  

The results: measurable impact

The digital transformation delivered significant commercial success:

• Conversion rates soared:
  
  • Walls and Floors: 57.5%
  • Tile Mountain: 91.9%
  • Bathroom Mountain: 42.6%
    

These gains represent dramatic uplifts in revenue and validate the performance-first approach we took.

• Better customer experience: Faster load times, intuitive navigation, and responsive design led to lower bounce rates, longer sessions, and higher engagement across all sites.
  
• Long-term resilience: By investing in a modern, modular architecture, Tile Mountain Group is set up for continued innovation, including readiness for AI-powered product discovery and deeper personalization.
  

What being shortlisted means to us

Being named a finalist at the UK eCommerce Awards is a moment of pride for the entire team. As one of the team members put it:

“This project represents months of collaboration between technology, design, and operations. Being shortlisted is validation that we’re setting the standard for our industry”.

Recognition from the UK eCommerce Awards reinforces one of Alokai’s core beliefs — that technical excellence and user-centric design go hand in hand. It motivates us to keep pushing the boundaries of what’s possible in multi-brand ecommerce and be among the pioneers who discover what lies beyond.