80,000 products that change with the seasons. And one single place to govern them.
Peraga is the largest garden center in Italy: 12,000 square meters, more than 80,000 products, a catalog that transforms itself every season. Online, all of that risked overwhelming the user. We rethought the ecommerce on Shopify, reasoning in cycles rather than static categories. The result: +126% revenue, ROAS 7.3 and the opening of foreign markets.
WHO PERAGA IS
Who Peraga is.
From Mercenasco, near Turin, Peraga is an institution in gardening: the largest garden center in Italy, with more than 12,000 square meters of display and a catalog of over 80,000 products across garden, home and wellbeing.
Not only B2C: there is a professional area too, with its own price lists and logic. A client since 2010, it is one of those companies where complexity is not a detail: it is the heart of the problem.
THE STARTING POINT
“In the store we know how to guide people. Online we felt we were asking too much.”
The client’s sentence captures it all: “too many products, too many roads, and often the user had to fend for themselves.” The knot was extreme seasonality — a catalog of 80,000 products changing constantly — combined with the need to preserve the SEO built up over the years and to carry multi-market scalability.
The previous platform treated the catalog as a static list. But a garden center does not work that way: “we had to think the way a garden center does — in cycles, not in static categories.”
WHAT WE DID
One control room for sales, relationship and the pro area.
We replatformed onto Shopify, turning seasonality from a problem into an operating rule: the information architecture follows the garden’s cycles, not an immovable category tree. Klaviyo, used heavily, handles the relationship season by season, with dynamic segments and automatic flows.
Clerk finally makes the professional area work: organizations, roles, teams and reserved price lists. And the integration with the management systems holds the physical and the digital worlds together. Three tools, one control room.
ADAM phases: Design + Amplify + Measure
Shopify
Klaviyo
Clerk · pro area
ERP integration
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THE NUMBERS
AFTER THE REPLATFORMING ONTO SHOPIFY
From complexity to growth.
Revenue
+126%
the growth after the replatforming onto Shopify.
Conversion
+50%
a clearer purchase journey across an enormous catalog.
Advertising efficiency
7.3
the ROAS reached at scale, foreign markets included.
Opening foreign markets, previously unthinkable
Germany
new market
France
new market