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If you run an online store, you’ve probably caught yourself clicking through another retailer’s website and thinking, ‘Okay, this works really well’ or just as often, ‘Why is this place so hard to shop?’
Good eCommerce isn’t complicated. It quietly removes friction, answers questions before they’re asked, and makes buying feel natural and easy.
So, when retailers go looking for eCommerce inspiration, they’re usually trying to answer simple questions.
What does a good online store actually look like?
What actually works?
What are practical ideas that help shoppers find products faster, feel confident buying, and come back again?
To help find answers, this week, we sat down with Mike Tingle, our Marketing Manager at Celerant, to talk through some eCommerce stores that sell every day, manage across channels, and use their websites as a working part of the operation, not just a digital brochure.
Mike showed us three Celerant-powered eCommerce stores that are doing specific things well and are worth learning from if you’re looking to improve your own site.
In this blog, we’ll walk through what each store does exceptionally well, why it works, and what other retailers can take away from it without copying pixel for pixel.
We’ll cover:
Instead of relying on product lists alone, the site pairs gear with context. Educational resources, buying guidance, and clear product explanations help customers understand not just what to buy, but why it fits their specific trip or skill level. That approach builds trust fast, especially in categories where the wrong choice can mean discomfort or a ruined weekend outdoors.
This balance between content and commerce works particularly well for retailers selling technical products. When customers feel supported rather than sold to, they stay longer, explore more, and make more confident purchases. Piragis Northwoods Company shows that education does not distract from sales. It often makes the sale easier.
Check out Piragis Northwoods Company’s guide on sharpening a Gransfors Bruks axe, a great example of helpful, product-related content.
For retailers, the takeaway is clear. When you combine a strong catalog with helpful content, you reduce friction. Customers feel guided instead of rushed, and that confidence often translates into higher conversion and fewer returns.
Use product recommendations or resource pages in your Celerant eCommerce site to connect educational content with relevant products. When a shopper reads about how to maintain gear, show them accessories and replacement parts right on that page. That way, you educate and gently guide them toward buying the right items without feeling pushy.
One of the first things you notice when browsing the Treats Unleashed website is how approachable it feels. The tone is friendly, the navigation is simple, and nothing feels overly corporate or distant. That warmth mirrors the in-store experience they are known for, and it carries through every page of the site.
What really stands out is how clearly the site connects products with services. Treats Unleashed does not just sell pet treats online. It highlights grooming, self-wash stations, and custom treats as part of the overall experience. That matters because it gives customers a reason to come back, whether they are placing an online order or planning their next store visit. The website becomes an extension of the store, not a separate channel competing for attention.
This kind of consistency plays a big role in building loyalty. When the personality shoppers experience online matches what they feel in the store, trust builds faster. Customers know what to expect, and that familiarity keeps them engaged across both channels. For retailers with service components or strong community ties, this alignment can be just as important as pricing or promotions.
Treats Unleashed is a strong example of how a retailer can use eCommerce to reinforce who they are, not reinvent themselves online. Their approach shows that personality, local expertise, and customer care can translate just as effectively on a screen as they do at the counter.
SafeSide Tactical’s website makes one thing very clear the moment you land on it. This is a retailer that knows its audience and respects their time. The experience is bold and direct, with clear navigation for shoppers who already know what they’re looking for, while still offering guidance and education for those who are newer to firearms, training, or range use.
One of the strongest moves SafeSide makes is how they bring services front and center online. Visitors can book classes, reserve range time, sign up for events, and explore training options without friction. That matters in a regulated industry where trust, clarity, and compliance all play a role in purchasing decisions. The site does not just sell products. It supports the full customer journey, from education to experience.
Educational content also plays an important role here. Firearms retail comes with a higher bar for credibility, and SafeSide meets it by clearly explaining offerings, expectations, and next steps. This type of transparency helps newer customers feel more comfortable while reinforcing authority with experienced buyers.
For retailers that offer services alongside products, this is a strong reminder that your eCommerce site needs to support more than just transactions. It should handle scheduling, education, and discovery just as smoothly as it handles checkout.
If there’s one common thread across these three stores, it’s that behind all of it, a unified retail system keeps everything manageable as the business grows.
Different industries, different audiences, but the same principle at work. Purposeful eCommerce backed by the right tools.
Celerant POS and eCommerce are built for retailers who want their online store to feel connected to their real business, not bolted on as an afterthought. From inventory and content to services and customer data, everything lives in one place so you can focus on growth instead of juggling systems.
Retailers can choose a ready-made eCommerce template to get online quickly, or work with a fully custom eCommerce template that gives you the freedom to design an experience that fits your brand and your customers. Either way, your online store stays tightly connected to your POS, inventory, and operations.
If you are ready to build an eCommerce site that feels polished, purposeful, and built for growth, explore how Celerant can support your next step.
If you’re ready to build an eCommerce experience that actually supports how you sell, get in touch with our team today.
