Realization

How Elements Lighting transformed its e-commerce with ShopifyPlus

BigCommerce overhaul: 3 unified sites for Elements Lighting

Elements Lighting was facing a major operational challenge: the complex coexistence of three distinct sites (Message In The Bulb B2C, Elements Lighting B2C and Elements Lighting B2B) was creating day-to-day management difficulties and diluting the customer experience. This fragmentation on BigCommerce complicated the management of catalogs, promotions and inventory, and no longer reflected the brand's desired premium positioning.

Faced with this situation, Elements Lighting asked us to (re)design a single site capable of efficiently serving B2C and B2B uses, while radically simplifying day-to-day administration. The challenge: to create a high-performance e-commerce platform that unifies the ecosystem without losing data or functionality.

Project skills

UX/UI design and premium brand identity
Front-end and back-end development
Unified B2C/B2B e-commerce architecture
Complex data migration
Performance and SEO optimization
Agile project management
Team training

Customer

Creation date

2018 - redesign 2025

Sector of activity

Éclairage décoratif et technique – E-commerce B2C & B2B

Redesign date

2025

Technologies used

ShopifyPlus

Github

Figma

n8n

MailChimp

Verified Reviews

Weglot

Axeptio

Unify, perform, convert: clear objectives for an express project

Right from the initial scoping phase, we defined a precise roadmap for delivering this transformation and getting it online as quickly as possible.

Six strategic objectives have guided our approach:

Unify the 3 sites into a single platform without loss of SEO, customer data or essential functionalities, with complete recovery of order, account, inventory and shipment flows.

Rethink the visual identity to reflect Elements Lighting's premium positioning, with appropriate, comprehensive product sheets to facilitate discovery and the purchasing decision.

Offer 100% autonomous management to Elements Lighting teams for product catalogs, sales promotion, banner and carousel updates, and promotional offers.

Deploy a dedicated professional space with a secure connection giving access to a specific catalog and discounts related to the customer account and B2B typology.

Optimize technical performance with reduced loading times and a smooth mobile experience to ensure a frictionless shopping experience

Secure the transition with comprehensive data tracking to measure the impact on conversion, average basket and the effectiveness of sales operations

Design system and e-commerce architecture: a fluid path for maximum conversion

Redesigned visual identity and UX. We developed a graphic charter that expresses Elements Lighting's strong, representative brand image for its mid/high-end clientele. The interface highlights the brand's signature materials, finishes and lighting effects.

Optimized product data sheets. Each product benefits from a complete presentation with technical details, color and finish variations, enhanced media content and suggested combinations to maximize the average basket.

Natively integrated B2B path. The architecture provides a dual experience: offline visitors discover the world of Elements Lighting, while authenticated professionals can access their catalogs, price lists and specific conditions without a break in experience.

Intuitive back office. The administration interface has been designed to give Elements Lighting teams total autonomy to manage the catalog, sales operations and content, with reduced training time and immediate familiarization.

A transformation path: from a fragmented ecosystem to a unified e-commerce site

In 2018, Elements Lighting launched its first e-commerce site; in 2025, the brand reaches a milestone with a total overhaul under Shopify, unifying three platforms into a single, high-performance, standalone site, designed for B2C and B2B.

elements-lighting-mitb-bigcommerce-avant

From scoping to deployment: 3 months of agile methodology

Our agile methodology enabled us to meet the tight deadline while maintaining the project's high quality standards.

01.

Launch and scoping phase - Detailed mapping of the 3 existing sites, data flow analysis, definition of functional and technical scope, planning of development sprints

02.

Design phase - UX co-creation workshops to define the unified AD, layout of key pages

03.

Development phase - Implementation of unified e-commerce architecture, integration of B2B functionalities, parameterization of management rules

04.

Migration & integration phase - Recovery and processing of existing data flows (orders, customer accounts, inventory, shipments), data mapping, consistency tests, implementation of SEO redirects.

05.

Acceptance and performance phase - End-to-end functional testing, validation of B2C and B2B purchase tunnels, optimization of Core Web Vitals, catalog quality checks

Further information

The site went live on September 1, 2025, ready for a fast start to the new school year. A few weeks earlier, a dedicated training session had enabled the Elements Lighting teams to familiarize themselves with their new back-office, complemented by the sharing of clear documentation and support right up to the go-live and during post-launch follow-up.

The project +

ShopifyPlus, the performance gas pedal from Elements Lighting

The migration to Shopify has transformed the situation for Elements Lighting. Where the old ecosystem showed its limitations, Shopify provides an elegant and powerful technical response. A platform designed for modern e-commerce. Shopify naturally manages Elements Lighting's B2B and B2C specificities: professional accounts with their own dedicated rates, catalogs differentiated according to customer typology, and an optimized checkout that makes the purchasing act more fluid. No need for complex technical workarounds.

Performance that can be felt immediately. The Elements Lighting teams quickly noticed the improvement: pages that load instantly, a responsive back-office, and above all, customers who convert better thanks to a frictionless experience. Shopify's cloud infrastructure does the rest, with rock-solid reliability.
Our expertise at the service of their ambitions. At Smotly, we know Shopify inside out. This in-depth knowledge enables us to create tailor-made solutions that take full advantage of the platform's capabilities, while maintaining ease of use for customer teams.
Autonomy restored. Today, Elements Lighting employees can manage their site independently: launching promotions, updating visuals, enriching the catalog... What used to take hours is now done in a few clicks, freeing up time to concentrate on the business.

Book a free appointment in 1 click!

Would you like to create or redesign your website, or do you have any questions? Book a telephone or video consultation.