E-commerce
Vellum Supply
Paper goods store
A Webflow Ecommerce build for a paper goods maker, with variant-heavy products, a wholesale enquiry path and a checkout that stays out of the way.
- Client
- Vellum Supply
- Industry
- Retail
- Category
- E-commerce
- Year
- 2024
- Variant-heavy catalogue without duplicate products
- Wholesale enquiries separated from retail checkout
- Store restocked by the founder from a phone
01Client goal
What they came to us with
Vellum sells notebooks and paper in a lot of variants: format, weight, ruling and cover. On their previous store each combination was a separate product, so the catalogue had grown to hundreds of near-identical entries and stock was permanently wrong. They also had a growing wholesale side being handled entirely through the retail checkout, which suited neither party.
02Scope
What we agreed to build
- 01Webflow Ecommerce build with variant-based products
- 02Catalogue restructure and product migration
- 03Separate wholesale enquiry path
- 04Checkout, shipping and tax configuration
03Delivery
What maztech delivered
Variants instead of duplicates
The catalogue was rebuilt around products with option sets rather than one product per combination. Hundreds of entries collapsed into a few dozen products, and stock became something the founder can hold in her head again.
A product page that shows the paper
Selecting a ruling or a cover swaps the gallery to the matching photography and updates the price and stock state in place. Paper weight and format are shown as real specifications in a table rather than buried in the description.
Wholesale kept separate
Trade visitors get their own route: a wholesale page with minimum order terms, a downloadable line sheet and an enquiry form routed to a separate inbox. Retail checkout stays uncluttered and trade enquiries stop arriving as odd retail orders.
Restockable from a phone
Stock, price and availability live in fields the founder updates from the editor on her phone between studio sessions, which is where restocking actually happens.
04CMS setup
How the content model was built
The ecommerce product collection carries the catalogue, extended with the specification fields a paper buyer asks about, plus two supporting collections for collections and materials.
Products
Collection- Fields
- Name, slug, description, price, option sets for format, weight, ruling and cover, gallery per option, specification fields, stock, range reference
- Why
- One product per design rather than per combination. Option selection swaps the gallery and the price together.
Ranges
Collection- Fields
- Name, slug, story, cover image, materials multi-reference
- Why
- Groups products into named ranges and gives each one a landing page worth linking to.
Materials
Collection- Fields
- Name, slug, mill, weight, finish, sourcing note
- Why
- Referenced from ranges and surfaced on product pages, so the sourcing story is written once.
05Components
Components used
- Product card with option preview
- Gallery that swaps with the selected option
- Specification table
- Add to cart with stock and error states
- Cart drawer
- Wholesale enquiry form with line sheet download
- Range landing template
Each one is a named, reusable component in the project, not a one-off section. That is what lets the team add pages later without the design drifting.
06Performance
Performance notes
Catalogue that stays fast as it grows
Category pages paginate rather than loading the full catalogue, product imagery is lazy loaded below the first row, and option thumbnails are small dedicated crops rather than scaled-down product photography.
Product schema on every product
Product schema generated from the collection fields, including price, availability and images, so listings carry price and stock state correctly.
Checkout kept boring
No custom scripts on the checkout route and no third-party embeds beyond what payment requires. The most fragile page on any store is the one most worth leaving alone.
07Gallery
Screens from the build
Next step
Want a build like this one?
Tell us about the project and we will come back with a scope, a timeline and a price, plus an honest note on anything we think should change.
Or reach us directly
Studio hours are 9am to 6pm across US and EU time zones, Monday to Friday.
