Darts Direct
Canada's specialist darts retailer, rebuilt on Shopify
About the project
Darts Direct is a specialist darts equipment retailer serving Canadian players from beginners to league-level competitors. We rebuilt the storefront on Shopify with a focus on deep product detail, fast catalog navigation, and a checkout that doesn't get in the way of a player who knows exactly what they want.
What we faced
Darts is a precision sport — players care deeply about gram weights, barrel grip, flight shape, and shaft length. The existing site treated darts like generic e-commerce, burying the specs that actually matter. The rebuild had to honour the expertise of the customer without overwhelming first-time buyers.
- 01Surfacing technical specs (weight, grip, barrel profile) without clutter
- 02Categorising thousands of SKUs across brands, styles, and skill levels
- 03Mobile-first browsing for players shopping mid-game or at the bar
- 04Inventory sync with a brick-and-mortar location
- 05Canadian shipping rules and bilingual considerations
- 06Conversion-optimised product pages for both casual and pro buyers
How we designed it
We designed the storefront around the player's mental model — "I'm looking for a 24g steel-tip barrel with a knurled grip" — not a generic e-commerce flow. Product pages lead with the specs that matter, with bigger photography and a calmer typographic system that lets the products do the work.
Spec-led product pages with weight, grip, and material above the fold
Filter system that mirrors how players actually shop
High-resolution barrel and flight photography
Clean checkout with Canadian shipping calculator
Mobile-first responsive layouts
Brand identity refresh — confident, sport-focused, not generic e-commerce
How we built it
Built on Shopify with custom theme work for the spec system, search, and category structure. Integrated with the client's POS for live stock, and tuned for fast page loads — players bounce fast on a slow store.
Impact & outcomes
The new storefront launched with cleaner conversion paths, faster mobile loads, and a product experience that matches how darts players actually shop. Repeat purchase rate climbed as the store became the default destination for serious Canadian players.
What we shipped
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