Electrical Wholesalers eCommerce Development

Faster website and increased conversions through bespoke ecommerce development


22% ↗

avg. order value

29% ↗

conversion rate

40% ↗

mobile revenue

NEON developed a new solution based upon Lunar which decoupled the website from their back office system and redesigned the website.

  • Faster and more stable website
  • Machine Learning search
  • Modern visual design
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A family run business

Edwardes is a long-established independent family electrical wholesale supplier with three branches across London and Kent.

Edwardes initially dabbled with selling online using a simple solution provided by the developers of their back-office. NEON was introduced to solve technical SEO issues for Edwardes and has seen sales online grow steadily ever since.

Collection of devices with the Edwardes website on

Detangling and modernising

Edwardes was losing online orders because their website was slow and frequently went offline. The cause of the issue was the website relying on their back-office system to provide product prices and stock information. The issues were compounded because this system was hosted in their offices on an unreliable Internet connection.

The website was starting to show its age and wasn't optimised for modern devices or meet users expectations. Edwardes knew they needed to make improvements to increase sales further.

Edwardes website on a mobile, sitting on a table

Taking back control with style

Separating the website from the back-office system means the website is now more stable and runs substantially faster. Well-designed background processes keep prices on the website current within an acceptable timeframe and orders are transmitted to the back-office system to avoid manual input.

The main focus of the overhaul of the site was to increase online sales, along with the machine learning search this has led to DOUBLE average order values.

Visit their website →

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