All By Mama - Sophisticated E-Commerce Solution

Sophisticated E-Commerce Solution


All by Mama is the world’s first and leading marketplace for Mums and Dads. The platform allows parents to easily sell the goods and products that they craft themselves to users all over the world.

After reaching over 500 independent stores featuring 5,000 products,  All by Mama turned to the tree to redevelop the entire platform from the ground up.

The new site would need to accommodate the rapid growth expected by All by Mama over the coming years. It would need to serve multiple audiences in different ways, incorporate both a fully-fledged e-commerce solution as well as a robust seller’s portal for those offering goods on the site.


Through an in-depth process of analysis and consultation, we decided to build the new website on the root content management system due to it’s flexibility, ease of use and security. The complexity and breadth of the project also called for a CMS that was robust, wouldn’t need to rely on endless plugins like WordPress or Shopify, and that could be easily worked on by other developers as required. It would also mean that site admins could easily manage the website without the need for external support, and would be easily be able to customise and deploy new templates that could be used across the site. In particular the root e-comms solution was employed. Using the root would also allow the flexibility to develop the platform as a progressive web application.

Through an extensive process of analysis and A/B testing on the current site – employing tools such as Optimizely, Hotjar, VWO and Adobe Target, we quickly ascertained what the best performing layouts and site designs where and used these learnings to optimise the new design and build for conversions.

The site was built as a progressive web application for enhanced speed and flexibility and would be a sophisticated solution to the problem of housing the highly complex data and infrastructure of multiple users and online shops. It would also facilitate the easy development of an All by Mama mobile app down the line. The PWA approach meant a highly optimised and responsive mobile site as well as hyper secure data syndication.

A number of integrations where included as part of the development – including Mailchimp, PayPal and Stripe. Through these integrations sellers can easily manage their own stores, allowing them to maintain complete autonomy of their entire process, from product upload to delivery. We also integrated with partner Clicksit to manage complex multi-location returns. 

The site was built within 12 weeks and we continue to employ split testing and optimisation techniques to consistently improve performance.


Unique pages developed
Increase in conversions within 1 month of launch
Revenue increase within 3 months of launch

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