Up until 2020, Tineco products were sold through B2B and wholesale channels, and in 2021 the brand leveraged Shopify Plus for a DTC ecommerce store in the US. Following the success of the US store, Tineco used Shopify Plus ‘Expansion Stores’ feature to launch European ecommerce sales with localization in various markets.

Managed all in-house by the team in China, Tineco had created a high-performing multi-market cross-border strategy with Shopify Plus. Looking to unlock further growth opportunities, Tineco partnered with Wave Commerce to further enhance the brand’s customer experience and Shopify Plus performance. 

Wave Commerce is a leading Shopify Plus partner based in Hong Kong, with extensive experience supporting local brands to expand into international markets with the Shopify Platform. For over 10 years Wave Commerce has built and nurtured networks with the world’s leading solutions, for successful brands like Tineco to leverage to unlock new growth opportunities. 

New UI/UX fit for a market leader

While Tineco’s Shopify Plus stores were performing well, Wave Commerce proposed a new overall site UI/UX that would increase conversion rates and enhance customer experience. 

As Wave Commerce has extensive experience supporting a wide range of leading electronic brands, the new design is able to perfectly position Tineco’s products with discoverability in mind, as well as showcasing key features in an educational manner.

The new design is very enterprise in look and feel, positioning Tineco more as a market leader. In contrast, the previous design wasn’t as sleek and modern as consumers would expect and felt more like an older corporate site.

Ultimately, the new design and customer experience increased site sales by 30% (April - September 2024 vs April - September 2023), and increased conversion rates by 10%.

As Tineco’s products are highly innovative and also feature-rich, customers often had to browse multiple models to educate themselves on the best fit for their needs. With this in mind, our team of experts implemented product-specific highlights and installment options in the product cards, making it easier for customers to comprehend the differences among models and providing installment choices to facilitate their purchase decision-making.

To further enhance product discovery and education, our team set up a new product comparison function, where customers can compare different models in the same category, making it easier to find the right product for specific needs.

The Product Display Page (PDP) is a key page of every website. But when each product has such an amazing story and list of benefits for customers to study, getting the balance between premium look and feel plus education is key.

Our team at Wave Commerce overhauled the PDP with a contemporary design aesthetic for international customers in the US and EU. The content was organized more effectively for a cleaner UX, and SEO-focused modules were implemented to enhance organic search. In the previous store, keywords were in images that could not be used to generate organic traffic, so separating images and text was key.

Advanced search and filter with Algolia

As part of our mission to enhance product discovery and customer experience, we noticed that searching for a product was not easy. A common pitiful on even the most well-designed ecommerce stores is ‘search’, which negatively impacts conversion rates. Especially for a brand with as much media coverage as Tineco, customers often just know the model number of the product they want, but copy and pasting the model number often led to wrong results - and even displaying accessories and older models higher in the search results. This is due to typical native search features showing results with each of the individual letters and numbers in the query, rather than an exact match.

Wave Commerce suggested and implemented Algolia for Tineco on the new Shopify Plus store. Algolia is a top enterprise search platform, and named market leader in the Gartner Magic Quadrant for Search. With Algolia, customers can use advanced search and filter options incorporating both product features and customer needs. Results are logical and most relevant to the customer.

Skyrocketing Average Order Value (AOV) with OMNI Loyalty

To further improve the enterprise/premium look and feel of the site, Wave Commerce migrated Tineco’s loyalty program to OMNI Loyalty. With OMNI Loyalty, the customer loyalty account and rewards wallet sits in the customer’s “My Account” page, reducing the number of widgets on Tineco’s home page. With the customer loyalty account and rewards wallet, customers are presented with a premium-designed and enterprise-grade loyalty portal, where they can see their past order history, current tier benefits, points expiry timeline, and browse rewards to save up points in order to redeem. 

With Tineco’s previous loyalty program solution, customers were limited to an experience of just earning points and redeeming discounts with a manual code. A common issue that Tineco faced, alongside most brands using traditional Shopify loyalty programs, is that when redeeming with a loyalty discount code customers can no longer combine it with VIP tier-based discounts, other site-wide discounts, or special offers. By leveraging OMNI Loyalty, customers on certain tiers can benefit from a flat discount on all purchases, which is automatically applied at checkout, and customers can still use discount codes from other campaigns or special offers at the same time as their VIP tier discount. 

By migrating their loyalty program to OMNI Loyalty, Tineco’s Average Order Value (AOV) increased by 30%, and their Return Customer Rate increased by 10%. 

All-in-all, Tineco’s new cross-border commerce store significantly outperforms the previous store in speed performance, responsiveness, SEO, and reliability. Our team at Wave Commerce had an absolute blast working with the Tineco team to conquer the US, and our ongoing work in other markets.