Custom WooCommerce Site Development to Meet Client Needs


SINCE 2022


Industry: Stationery products

Pen Shop is the UK-based Europe’s largest pen, pencil and writing instrument specialist, with a wide range of luxury pens, pencils, gifts and accessories.


Pen Shop UK


Project manager, WooCommerce developer


100K Monthly Visits



About the client

The Penshop is a UK-based company that specializes in providing high-quality writing instruments and stationery products to customers. With a focus on offering a diverse range of pens, pencils, notebooks, and other related items, Penshop has built a reputation for delivering exceptional products and customer service. The company prides itself on staying up-to-date with the latest trends and innovations in the industry, while also maintaining a strong commitment to classic, timeless designs. Whether for personal or professional use, Penshop offers a wide selection of products to meet the needs of every customer.

Behind the scenes

They have been in business for 77 years. However, the company has had to adapt to the changing retail landscape and move to the ecommerce side of things. Initially, the company was slow to make this transition and had over 30 physical stores around the UK.

During their transition to online operations, the company discovered that their customers were shopping more online than in physical stores. As a result, they began to focus on ecommerce, but encountered difficulty in creating a successful site. Their previous attempts were primarily used for corporate orders and were not optimized for B2C sales. The final bespoke tailor-made site proved to be the most challenging to maintain and was costly to make even minor changes to. The lack of experience in website development and reliance on an unscrupulous developer resulted in the loss of a significant amount of money.

Realizing that their operational needs were similar to other companies, the decision was made to find a new site that was not unnecessarily customised. MageCloud was engaged to assist with this effort, and the company began to see improvements in their online sales.

Why the client chose us

In their search for a new WooCommerce expert, the client scoured multiple websites and conducted interviews with several companies. Among the list of contenders was Magecloud, whose website and portfolio of previous work stood out to the client. The decision was made to build a new website from scratch, and Magecloud was selected to assist with the project.

Your team is exceptional. After encountering some terrible experiences with developers in the past, you have made our collaboration much better. Your responsiveness during emergencies is unparalleled and I am always confident that I can reach the team promptly.

The trust we have built with your team is invaluable. Trust is essential for any relationship to progress and your team has certainly earned ours.

William McClymont


Work process and solutions

In evaluating potential solutions for their website, the client considered both Shopify and WooCommerce. While Shopify offered some benefits, such as ease of use, the client ultimately found it lacking in customisation and development options. Therefore, the decision was made to proceed with WooCommerce.

Initially, the client considered creating an exact copy of their old site to avoid disrupting the customer experience. However, they ultimately decided to give the site a facelift and rebranding. The Magecloud team was tasked with bringing the new design to life and implementing necessary plugins and custom development.

The project involved extensive custom development, particularly for the refill finder feature that helps customers find the right refill for their pen. The team worked closely with the client to ensure that every part of the site was developed according to their specifications.


It is quite challenging to analyse the impact of the new site based on analytics alone due to the current state of the economy. Energy prices have skyrocketed, and there is a war going on, which has affected the retail industry negatively. Despite this, customer feedback indicates a strong preference for the new site. They find it more user-friendly and visually appealing. The custom developments, such as the refill finder and the ability to put products on back order and waiting lists, were not available on the old site and are highly appreciated by the client’s customers.

The end result was a highly successful website that met the client’s needs and exceeded their expectations. The client is pleased with the outcome and expressed satisfaction with the UX of the site.

Our experience with Magecloud has been fantastic. This level of dedication and responsiveness is greatly appreciated and contributes to a positive working relationship.

William McClymont


Plans for future

The client has exciting future plans to expand their business by creating specific country-based sites to cater to the demand for their products. They plan to launch dedicated sites to cater to new markets. To achieve this, the client will be working with Magecloud.

Partnering with Magecloud will enable the client to successfully launch country-specific sites and expand their business. With Magecloud’s expertise in ecommerce development, the client will be able to effectively cater to their customers’ needs and provide them with a seamless online shopping experience.

Ready to scale your business with us?


Have we piqued your interest?

Let us prove our skills and provide you with a free video review of your eCommerce site. Schedule a meeting with our team.
Cities we operate in