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Кейс · 2023–2025 · 18 months

Magnat Shop — e-commerce redesign + omnichannel ads

Magnat Shop is Ukraine's leader in equestrian sport equipment. They came to us with a slow store on a stock theme, manual product uploads, and ad campaigns that never turned profit on a premium audience. Over 18 months we rebuilt the shop on WooCommerce with a direct BAS integration (the Ukrainian ERP that replaced 1C for local businesses), re-engineered Google Ads and Meta — and delivered steady month-over-month sales growth.

Niche Equestrian / Horse sport
Region Ukraine · EU shipping
Services Development + PPC
About the client

Magnat Shop — e-commerce redesign + omnichannel ads

Magnat Shop is the official Ukrainian distributor of leading European equestrian brands: Cavalleria Toscana saddles, De Niro boots, Tucci helmets, Zandonà protection, Absorbine vet care. The audience knows the product, checks every detail, and won't forgive a cheap-looking store.

Challenge

What they came to us with.

LCP 4.1s and high bounce

The old theme shipped 2.8 MB of JS to the homepage, cart took 3+ seconds to open — mobile bounce > 64%.

Manual BAS exports

A manager spent 4–6 hours weekly manually moving stock and prices from BAS (the Ukrainian ERP that replaced 1C). The classic "site vs. warehouse" mismatch.

Untargeted advertising

Google Ads ran on generic keywords like "buy saddle", Meta targeted "everyone loves horses". ROAS never broke 1.4 — ads ran at zero margin.

No pre-purchase analytics

GA4 was installed but without e-commerce events, no CRM link, no cohort analysis. Source attribution was guesswork.

What we did

Two directions, one team.

Development

WooCommerce store with direct BAS integration, Core Web Vitals optimization, and full analytics.

  • Catalog and product card redesign for a premium audience: large photos, size variants, granular details (material, fit, country of origin).
  • BAS integration via a REST bridge: products, stock, prices, new SKUs sync hourly with no manual edits.
  • Speed: LCP 4.1 → 1.4s (mobile, 4G). Lazy-loaded product images, inline critical CSS, image CDN.
  • GA4 + e-commerce events (view_item, add_to_cart, begin_checkout, purchase) with UTM cross-references in CRM.
  • Checkout reduced to 3 steps from 5, guest checkout, Apple/Google Pay, separate fast-track for returning customers.
  • 24/7 Looker Studio dashboard for the client — sales, margin, ROAS by source and brand.
WordPress WooCommerce BAS REST API Cloudflare GA4 Looker Studio

Advertising & PPC

Google Ads on brand and high-intent queries, Meta on equestrian segment, separate omnichannel strategy.

  • Semantics broken into 4 intent tiers: brand + model → "buy X" → category → informational. Budget went to the first two.
  • Google Performance Max with audience signals: athletes, stables, veterinarians, breeders.
  • Meta Ads — static and video creatives with real customers and athletes. 14 new creatives per month, weekly rotation.
  • Dynamic remarketing on viewed SKUs with personalized prices pulled from BAS.
  • Separate campaigns for B2B segment: stables, trainers, vet clinics — with direct manager contact.
  • Suppression of ad serving on low-margin items — only products with 25%+ margin shown.
Google Ads Performance Max Meta Ads Dynamic remarketing B2B segment GTM
Result

Over 2023–2025 · 18 months.

Site conversion
×2.4

0.9% → 2.2% on the same traffic

Ad ROAS
×3.8

Google Ads + Meta, premium segment

LCP speed
−66 %

4.1s → 1.4s on mobile (4G)

Orders / month
×3.1

From 188 to 583 orders

Orders / month — 2023–2025 · 18 months of work

Orders ROAS
The site finally works. Brand managers no longer fix stock by hand, and we see every order by source and margin in Looker Studio. For the first time in two years, ads consistently turn profit on the premium segment.
M
Magnat Shop online store team
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