How Shopify Plus helps tile brands sell and do more online

Why Shopify Plus is ideal for tile eCommerce

A tile purchase is never an impulse buy. It's researched, compared, visualised, and debated. Your customers are making decisions that will be on their walls and floors for years, and they want to get it right. That process starts online, and your website is right in the middle of it.

It needs to showcase your products beautifully, make ordering straightforward, and perform well enough to keep people on the page long enough to buy. If it's hard to navigate, slow, or doesn't show your products at their best, buyers won't wait around. They'll move on. 

What B2B tile buyers expect from a Shopify Plus website

Tile buyers, especially trade customers, aren't waiting to visit a showroom. They're researching online, filtering by finish and format, checking stock availability, and making decisions before they ever pick up the phone. If your website can't support that journey, you're losing business to someone whose can.

Features that inspires engagement on your Shopify Plus store

• Real-time stock visibility so they can plan orders with confidence
• Advanced filtering by size, material, finish, colour, and application
• High-resolution imagery that captures texture and detail properly
• B2B features like tiered pricing, trade logins, and bulk ordering tools
• Mobile-friendly browsing that works anywhere, any time
• Visualisation tools that let them see your tiles in a real room setting

These aren't nice-to-haves anymore. They're features tile shoppers are expecting.

Shopify Plus features and integrations for a tile website

A great tile website doesn’t just look good. It has to function well for a wide range of users, from a homeowner ordering samples to a wholesale buyer managing a large trade account.

Product presentation

High-resolution galleries are non-negotiable. Tiles are tactile products and your imagery has to do the heavy lifting online. Zoom functionality, multiple angles, and lifestyle shots all help buyers make confident decisions without being able to physically handle the product.

Tile calculators and sample ordering

Make it easy for customers to work out exactly what they need and request samples directly from product pages. Tile calculators that factor in square footage and wastage allowance make a real difference to buyer confidence at the point of decision, and they're the kind of functionality that keeps people on your site rather than heading elsewhere to do the maths.

Visualisation tools

Room visualisers, AR tools, and room planners are becoming increasingly common in the tile sector, and for good reason. They reduce indecision, increase confidence, and help buyers commit faster. For Fired Earth, we integrated Roomvo for product visualisation, giving customers a powerful way to explore products in context before purchasing.

B2B functionality

If you sell to trade, your website needs to reflect that. Custom pricing tiers, trade account registration, quote request tools, payment on invoice, and downloadable spec sheets all make life easier for your most valuable customers. These aren't just nice features, they're the reason trade buyers come back.

Migrating Fired Earth from Magento to Shopify Plus

Fired Earth is one of the UK's most recognised tile and lifestyle brands, with a reputation built on great design, authenticity, and quality. When they came to us with ambitious growth plans, we recommended Shopify Plus as the platform to take them forward.

The brief was to migrate from Magento to Shopify Plus with a new storefront that combined beautiful design with powerful features, including trade account registration, a tile calculator, price per m2 filtering, and payment on invoice. 

We designed a bespoke Shopify Plus theme incorporating their signature earthy tones and high-quality visuals, with intuitive navigation and enhanced product detail pages to help customers explore and interact with their range seamlessly. 

On the backend, we integrated Roomvo for visualisation, Flowbox for social content, Trustpilot for reviews, Dotdigital for email marketing, and worked closely with ShipperHQ to bring across their shipping rules. We also ensured seamless integration with their ERP system, K8 Kerridge, for smooth stock management and order processing. 

The results were significant. Following launch, Fired Earth saw a 31% increase in online store sessions, a 12% increase in user engagement, and a 42% increase in the journey to checkout, with the most conversions happening on mobile. 

The migration also saved Fired Earth an estimated £25k per year in licensing costs, delivered within a fixed five-month deadline to avoid a £10k Adobe Commerce licence extension fee.

Read the full Fired Earth case study

Is Shopify Plus the right platform for your tile business?

Shopify Plus is increasingly the platform of choice for tile and interiors brands that want to scale without the overhead of a complex, high-maintenance setup. It's fast, flexible, and handles both B2C and B2B well out of the box, with room to build on top of it when you need something more bespoke.

It's particularly well suited to tile businesses that need to manage large product catalogues, support trade customers alongside consumers, and deliver a premium brand experience without relying on a fragile stack of custom extensions.

If you're on an ageing Magento setup or a platform that's holding your growth back, it's worth a conversation. The Fired Earth project is a good example of what's possible when the platform, the design, and the development all come together nicely.

Ready to build your tile store on Shopify Plus?

If your website isn't working as hard as your team is, it's time to change that. Whether you're starting fresh or moving from an existing platform, we can help you build something that showcases your products, supports your trade relationships, and drives real growth.

Get in touch for a free consultation and let's talk about what's possible.