// case study
From logo to a working shop.
eobrona.pl is a B2C shop specializing in self-defense products. We built it from scratch — the brand and slogan, a WooCommerce shop on a heavily reworked WoodMart, age verification, integrations and dozens of custom extensions that keep prices, stock and shipping in check.
// the challenge
A sensitive niche, a demanding shop
Self-defense products are a niche with real constraints: sales for adults only, plenty of questions about legality and a customer who wants to buy quickly and with confidence. On top of that, warehouse, wholesalers, accounting and shipping all have to be wired together so everything runs on its own. It called for a strong brand and a shop that could carry it.
// the solution
One team, everything from scratch
We took it all on: a brand with the slogan “Nasz towar broni się sam” (our goods defend themselves), a WooCommerce shop on a heavily reworked WoodMart template, 18+ verification, integrations with Baselinker, Subiekt GT and FluentCRM, plus dozens of custom extensions. The result is a shop that sells and looks after itself.
// the core
This was no off-the-shelf template
WoodMart was only a starting point. We redesigned the homepage, the menu and the product page, and fine-tuned the checkout at every step. On top of it all — dozens of custom PHP snippets that add features the template lacks and strip out anything that slows the shop down.
Redesigned product page
Shipping countdown timer, add-on accessories in one click, availability statuses and Omnibus-compliant pricing.
Homepage and menu
Layout, mega-menu and sections tailored to real sales, not to a template demo.
Checkout tuned at every step
Phone and address validation, email at the top, sensible default fields, re-selecting a parcel locker and cart discounts.
Performance over bells and whistles
Gutenberg and Font Awesome disabled, less unnecessary reCAPTCHA — the template trimmed wherever it dragged.
// scope of work
What we did
Brand and slogan
The logo, the slogan “Nasz towar broni się sam” and the entire visual identity.
Product photos and graphics
Product photography, banners and graphics consistent with the brand’s character.
Homepage and menu
Homepage design and thoughtful navigation across categories.
Product page
Rebuilt from the ground up for conversion and the realities of selling.
On-site SEO
URL structure, H1/H2 headings and content optimization for search engines.
Landing pages, banners, campaigns
Sales pages and materials for content marketing and advertising.
// integrations & automation
Systems that run themselves
Baselinker
Stock, prices, product bundles and marketplace hooks — a single flow for orders and inventory.
Subiekt GT
Orders flow straight into Subiekt: automatic sales documents, picking and shipping label printing.
FluentCRM Pro
Mailing and automation on our own server — set up to keep costs to a minimum.
Shipping countdown timer
Custom-built — it counts for real, depending on the day, the time and whether the courier has already collected the parcels.
Supplier stock via Google Cloud
Integration with suppliers’ warehouses — availability always up to date, with no manual work.
GA4, Search Console, Pixel
Full tracking of traffic, search and ads to inform decisions and campaigns.
// e-book funnel
Free knowledge that leads to a purchase
Around the shop we built a funnel based on e-books — including a legality map for self-defense products and a guide to defending against a bear. Signing up to the newsletter hands over the knowledge and, behind the scenes, sets sales in motion.
E-books as a lead-magnet
Guides in exchange for a newsletter sign-up — real knowledge that attracts the right customer.
Secured, automatic downloads
Files protected against leaks, and the subscriber gets the e-book automatically right after signing up.
Coupons and a bundle in one click
A discount after sign-up and a related product bundle added in a single click.
Product slots with live prices
Emails show real, current product prices — with no manual updates.
Newsletter at checkout and in the header
Sign-up in the cart and a header popup, plus a PLN 20 welcome coupon on the first purchase.
// up close
A shop that sells
A few spots where the customization really works for the order.
A product page that closes the sale
An “order today, delivery tomorrow” countdown, add-on accessories in one click, a clear availability status and Omnibus-compliant pricing — everything that nudges the customer toward the cart.
Choosing a product without guessing
A simple way to pick pepper spray by how it works — gel, cloud, foam, liquid — and clear purchase steps guide the undecided customer straight to the right product.
// highlights
Details that make the difference
Shipping countdown timer
A real “order today, delivery tomorrow” countdown — based on the day, the time and courier collection. It builds urgency and lifts conversion.
18+ verification
Date of birth and a declaration of adulthood — legally compliant sales, without needless barriers.
Always up-to-date prices and stock
Baselinker plus supplier stock via Google Cloud — zero mismatches between the warehouse and the shop.
Payments to suit the customer
PayU, PayNow and installments — a convenient choice and fewer abandoned carts.
TrustMate 4.9
Genuine customer reviews built into the shop build trust in a sensitive industry.
A shop that looks after itself
Prices, stock, documents and shipping happen automatically — less manual work and fewer errors.
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