The brief
When buying technical equipment, customers look for several things at once: the right product type, an exact SKU, its specifications, its price and whether it is available. The VALLIN shop needed to cover this whole path, from browsing a category to checking a datasheet and placing an order.
We developed the public shop on WordPress and WooCommerce, along with the tools behind it. The public side combines product categories, search, filtering, product pages with documentation, comparison and wishlists. On the company side, the team needed a way to keep a catalogue of around 12,000 products in sync with their existing Excel price list, along with images, translations and prices for different customer groups.
It was important to see the shop as a catalogue that changes every week. Customers need current prices and stock, and the team must be able to update that information in bulk from the files they already work with. We therefore considered both sides: how customers find and compare products, and how the people responsible for the range maintain it every day. The storefront and the data pipeline address the same shared task in this project.
What we delivered
In the visual approach, we sought a balance between a technical catalogue and a calm, trustworthy shop. A dark navy base, an orange accent for key actions and a light background establish the colour language. Product images sit on a clean white field so that differences between similar items stay visible. The aim was a consistent presentation in which the design supports a quick, confident choice.
In the catalogue, details matter. SKU, specifications, price with or without VAT, unit and stock status give buyers a basis for comparison. In considering usability, we kept a clear connection between the category structure and these specific details, so visitors can move from a broad category such as *Electricity* down to the exact item they need.
The next step also matters in the sales process. Registered business customers see their own pricing, every visitor can choose whether prices are shown with or without VAT, and products that are not available lead to a contact enquiry. The import pipeline and the administration panel connect these parts to the team's daily work. This makes the storefront, updates to the range and price changes part of one process.
- We designed and built the shop on WooCommerce with content in English, Latvian and Lithuanian. One shop serves customers across the Baltic countries.
- We built a deep category structure covering electricity, telecom, meters, generators, EV charging, lighting and climate control. Filters by price and stock status, search, comparison and wishlists help buyers narrow down a large range.
- We set up B2B pricing and a VAT display choice. Registered customers unlock special prices, and every visitor decides whether prices are shown with or without VAT.
- We developed an automated product import from Excel. A Python ETL pipeline syncs around 12,000 products through the WooCommerce REST API in batches, skips unchanged items by comparing hashes, validates categories and hides products that have been removed from the price list.
- We enriched product pages automatically. Descriptions are assembled from manufacturer data, specifications, certificates, datasheets and video links, and product images are converted to AVIF for faster loading.
- We created an administration panel for the team. Staff upload a new Excel file, run the import, process images and start translations from one place, with progress tracking and logs for every run.
- Technologies: WordPress, WooCommerce, PHP, Python, MySQL, WooCommerce REST API, TranslatePress, AVIF, GitHub Actions
Result
VALLIN gained a shared environment for presenting its product range and organising online sales. Customers can browse categories, find a specific SKU, compare products, check documentation and choose how they see prices.
The team can update thousands of products, prices, images and translations from a single Excel file instead of editing them by hand. This connects what customers see in the shop with the company's daily work. The value of the project lies in keeping the catalogue clear and trustworthy even at the scale where accurate, current data matters most.