Home appliances are a higher-consideration purchase than most e-commerce categories — customers want clear specifications, accurate pricing, and confidence that what they’re ordering is exactly what they need, before committing to a purchase. Kröhler needed a store that could present detailed product information clearly, without making the browsing experience feel overwhelming.

The catalog also spans multiple appliance categories and brands, which meant the store needed solid organization and filtering from day one — not something bolted on after launch.