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E-commerce Fashion / E-commerce

BGL Fashion - premium fashion e-commerce on WooCommerce for 20+ countries

BGL Fashion Visit website

Client BGL Fashion

Industry Fashion / E-commerce

Type E-commerce

Technologies used WordPress, WooCommerce, TranslatePress, Google Tag Manager, Microsoft Clarity, CDN

Website bglfashion.com

Context

The challenge

Build a premium online store for a fashion brand selling in 20+ countries, with advanced management of 166+ items (size and colour variants), a multilingual experience (UA/RU/EN) and a high-end design true to the brand's accessible-luxury positioning.

Our approach

What we delivered

A custom WordPress + WooCommerce architecture on a bespoke theme in elegant black. An advanced AJAX filter system (40+ colours, fabrics, seasons). A dedicated CDN for media and TranslatePress for SEO-friendly multilingual content. An optimised checkout with a persistent wishlist and a customer account.

Project details

Measured Results

Impact of the BGL Fashion online store launch

166+

Products online

full catalogue

20+

Delivery countries

international market

Languages (UA, RU, EN)

Multilingual SEO

40+

AJAX colour filters

instant search

Before / After the launch

BGL Fashion’s digital transformation

Online presence 100%

Before

After

Markets covered 20+ countries

Ukraine only

International

Mobile speed (LCP) 2.1s

4.8s

2.1s

Delivery process

Week 1-2

Audit & architecture

Catalogue analysis (166 items), mapping of size/colour variants, WooCommerce architecture.

Week 3-5

Design system & custom theme

Premium black-and-white visual identity, product cards with variants, mobile-first responsive design.

Week 6-8

E-commerce & filters

WooCommerce + 40 AJAX filters (colour, size, fabric, season), wishlist, optimised checkout.

Week 9-10

Multilingual & launch

TranslatePress with 3 languages, SEO per market, media CDN, load testing, go-live.

BGL Fashion - an international fashion store on WooCommerce

BGL is a Ukrainian fashion house founded in 2005 and sold in more than 20 countries. Our mission: turn their online presence into a premium sales channel worthy of the brand image.

The challenge was to build a high-end e-commerce experience - smooth, fast, multilingual - that reflects the brand’s accessible-luxury positioning while handling a catalogue of 160+ items with size and colour variants.

About the client

Brand: BGL Fashion
Segment: high-end women’s ready-to-wear
Market: 20+ countries, showroom in Kyiv
Audience: active, ambitious women

Objectives

Build a premium online store with advanced variant management (size, colour).
Deliver a flawless mobile-first experience (70% of fashion traffic is mobile).
Integrate a multilingual system (Ukrainian, Russian, English) with no SEO friction.
Optimise the conversion funnel: wishlist → cart → checkout in as few clicks as possible.

Seganiko’s role

E-commerce architecture and haute-couture design system.
WordPress + WooCommerce development with a bespoke theme.
Integration of advanced filters (40+ colours, sizes, seasons, fabrics).
Technical SEO, performance and Core Web Vitals optimisation.

Approach & architecture

We built the site around a strong visual identity: an elegant black background, minimalist typography and maximum focus on the products. Each product card shows the colour variants as thumbnails together with the available sizes - so the customer can choose without leaving the catalogue.

The technical architecture is built on WordPress + WooCommerce with a fully custom theme. The sidebar filter system offers 40+ colours, filtering by fabric (viscose, polyester, wool…), by season and by size - all in AJAX, with no page reload.

UX philosophy: In the luxury segment every interaction counts. We optimised the speed of the decision: quick preview of the variants, persistent wishlist, non-intrusive cart. The checkout was cut back to the strict minimum to keep the abandonment rate as low as possible.

Key features

Smart catalogue

166+ products with colour and size variants. Advanced AJAX filtering by 40+ colours, fabric and season. Sorting by popularity, price and new arrivals.

Mobile experience

Responsive design optimised for mobile shopping. Large touch targets, intuitive navigation, high-resolution images with lazy-loading.

Multilingual

3 languages (Ukrainian, Russian, English) via TranslatePress. Each version has its own URLs for optimal SEO in each market.

Wishlist & loyalty

Persistent favourites system tied to the customer account. Order history and personalised size guidance.

Performance

Images optimised with a dedicated CDN (media.bglfashion.com). Lazy-loading, server cache, minified bundles. LCP optimised for mobile.

Analytics & tracking

Google Tag Manager, Microsoft Clarity for heatmaps, Facebook Pixel for retargeting. Complete data to optimise the campaigns.

Technical stack

Front-end

Custom WordPress theme, CSS Grid & Flexbox, AJAX for the filters, lazy-loaded images, subtle scroll animations.

E-commerce

WooCommerce with advanced product variants, wishlist system, optimised checkout, multi-currency handling (UAH).

Infrastructure

Dedicated CDN for media, TranslatePress for the multilingual layer, Yoast SEO, Google Tag Manager, Microsoft Clarity.

Results

The site has become BGL Fashion’s main sales channel for the international market. The store handles 160+ items and their variants efficiently, offering a smooth shopping experience in 3 languages and delivery to more than 20 countries.

The premium interface - black background, careful typography, clean layout - faithfully reflects the brand’s high-end positioning. The advanced filters and the variant system let customers find exactly what they are looking for in a few seconds.

Serhii Nikolaienko Seganiko CEO & Full-stack Developer · AI Enthusiast

Founder of Seganiko, full-stack developer and digital solutions architect since 2012. I design web platforms, custom CRM systems and e-commerce stores that deliver measurable results - not just code. Passionate about artificial intelligence and its practical applications, I integrate AI assistants, chatbots and automation tools into my clients' projects.