eCommerce for Retail & DTC

Raising the bar on capability
and customer experience

Raising the bar on capability
and customer experience

Raising the bar on capability
and customer experience

eCommerce Solutions for Retailers and DTC brands

Customer expectations are rising. Brands must keep up.

Your customer expectations are changing. Your platform has to keep up.

Retail customers aren't loyal to platforms. They're loyal to intuitive experiences that work. The brands at the front of mind for the next order are the ones that make discovery effortless, remember what customers like, and get them through checkout without getting in the way.


The partners who build that experience consistently are the ones who've done it before, at scale, under pressure, on the platforms that serious retail runs on. That's where we spend all of our time.

Retail customers aren't loyal to platforms. They're loyal to intuitive experiences that work. The brands at the front of mind for the next order are the ones that make discovery effortless, remember what customers like, and get them through checkout without getting in the way.


The partners who build that experience consistently are the ones who've done it before, at scale, under pressure, on the platforms that serious retail runs on. That's where we spend all of our time.

Experience That Keeps Pace

Experiences your customers remember.

Your customer expectations are changing. Your platform has to keep up.

Discovery that earns the visit

Experiences that feel personal

Checkouts that don't lose the sale

Subscriptions and loyalty

Content that converts

Discovery that earns the visit

Customers are starting their searches in new places.

Product research begins in ChatGPT, Perplexity, TikTok, and Reddit. By the time someone lands on site, they've done half the work. The job of discovery is to take them the rest of the way — fast, accurately, and without friction.

AI search that handles natural language

Navigation tuned for long, complex catalogues

Recommendation logic that responds to real behaviour

Merchandising tools the trading team owns

Discovery that earns the visit

Experiences that feel personal

Checkouts that don't lose the sale

Subscriptions and loyalty

Content that converts

Discovery that earns the visit

Customers are starting their searches in new places.

Product research begins in ChatGPT, Perplexity, TikTok, and Reddit. By the time someone lands on site, they've done half the work. The job of discovery is to take them the rest of the way — fast, accurately, and without friction.

AI search that handles natural language

Navigation tuned for long, complex catalogues

Recommendation logic that responds to real behaviour

Merchandising tools the trading team owns

Our Approach

Business and experience first. Technology second. Always in that order.

Before we talk about solutions, we talk about two things. What the business needs to achieve, and what the customer needs to experience.


Those two questions shape the strategy, from the architecture underneath to the journey on top.


Whether you're looking for a new solution, a new partner, or both, that's where we start.


That means working with retailers at every stage. Building new platforms on Magento or Adobe Commerce. Migrating from solutions that have been outgrown. Taking over from agencies that didn't deliver. And managing platforms that need to perform, consistently, under pressure, at pace.

Proven Results

Client Success Stories.

Continuous transformation through strategic partnership

GENE is helping Apetito modernise and optimise its digital platforms, delivering strategic improvements, technical excellence and ongoing support that enable the business to evolve with confidence.

Subscription-first commerce designed around customer needs

A sensitive product category requiring thoughtful UX, high performance and subscription-first architecture on Magento Open Source.

Premium commerce supporting continued growth

For a brand where experience matters, GENE has delivered improvements that enhance customer journeys, increase flexibility and create a platform built for growth.

From rescue project to strategic partnership

GENE helped Tommee Tippee modernise and scale its global commerce ecosystem, delivering new experiences and continuous optimisation across international markets.

Transforming digital channels to unlock growth

Following a migration to Adobe Commerce, GENE helped Krispy Kreme create a platform built for scale, delivering a fourfold increase in online sales.

How We Work with Retailers and DTC brands

Three starting points. One way of working.

New Builds

A new brand, a new market, a new channel. Built around where the business is going.

Whether it's a new brand, a new market, or a new digital presence altogether, the platform underneath it should be built to support what comes next, not just what's needed today. Architecture, integrations, and customer experience designed to grow with the business from day one.
Platform Migrations

Moving from a platform that's been outgrown. Without losing what's working.

SEO. Order history. Promotions. Loyalty data. Integrations that took years to settle. A migration is a long list of small things that have to land in the right order. We plan around all of them, trade through the transition, and don’t celebrate launch until the numbers say we can.
Rescues and Takeovers

Taking over from an agency that didn't deliver or you've outgrown.

Whether the platform needs stabilising, the backlog needs clearing, or a delayed project needs delivering across the line.

We come in, work out what's actually wrong, and get things moving again.
Ready to move?

The conversation is usually worth having.

Whether you're struggling with reactive support, release anxiety, mounting technical debt or simply a lack of ownership across the platform, GENE provides the structure, expertise and operational oversight to bring stability and confidence back to your eCommerce operation.

Ready to move?

The conversation is usually worth having.

Whether you're struggling with reactive support, release anxiety, mounting technical debt or simply a lack of ownership across the platform, GENE provides the structure, expertise and operational oversight to bring stability and confidence back to your eCommerce operation.