• Distribution

From Wholesale Complexity to Customer Clarity

In Lithuania’s competitive LED lighting market, where technical specifications meet design aesthetics and professional requirements intersect with consumer preferences, digital commerce challenges multiply rapidly. Gitoma—a comprehensive LED lighting solutions provider serving both wholesale and retail markets—faced the complex task of translating their extensive product catalog and technical expertise into an intuitive online experience that could serve everyone from professional lighting designers to homeowners seeking stylish fixtures.

About Illuminating Digital Commerce

Gitoma operates as a comprehensive LED lighting solutions company, combining wholesale distribution of professional equipment with retail sales of residential fixtures, lighting project implementation, and design consultation services. Working with over 100 global suppliers and maintaining extensive warehouse inventory for 24-hour delivery capabilities, the company represents major brands while offering their own Luxsonn LED product line manufactured in Lithuania with up to 7-year warranties.

E-commerce Challenge

The primary digital commerce obstacles centered around presenting vast product complexity in user-friendly ways across multiple customer segments. Gitoma’s existing e-commerce platform struggled to accommodate professional buyers requiring technical specifications, bulk pricing, and B2B portal access alongside retail customers seeking inspiration, room-specific solutions, and easy product comparison.

Navigation complexity became overwhelming when customers encountered thousands of products across categories like recessed fixtures, surface-mounted lights, LED strips, outdoor lighting, and smart controls. The website failed to guide different user types toward appropriate products, lacked clear room-by-room shopping experiences for residential customers, and provided insufficient technical documentation for professional buyers evaluating complex lighting projects.

Additionally, inventory management presentation confused customers with unclear availability messaging, delivery timeframes varied significantly across products without clear explanation, and the mobile experience failed to support the visual decision-making process essential for lighting product selection.

Critical E-commerce Gaps Identified:
  • Multi-audience website navigation supporting both professional and retail customer needs
  • Product catalog organization enabling easy discovery across thousands of lighting options
  • Visual product presentation showcasing lighting effects and room applications
  • Mobile-optimized shopping experience for on-site professionals and home customers
  • Inventory transparency and delivery expectation management
  • Technical specification accessibility for professional lighting project requirements
Services Used:
STRENGTH IN NUMBERS

Measurable E-commerce Results

Strategic website redesign and user experience optimization generated measurable improvements in customer engagement, conversion rates, and order processing efficiency across Gitoma’s diverse customer segments. The transformation addressed unique challenges of multi-audience lighting e-commerce while maintaining the technical credibility essential for professional customer retention.

+75%

Product discovery efficiency improvement through enhanced navigation

+95%

Mobile shopping conversion rate enhancement

+60%

Professional customer portal engagement increase

Sustainable E-commerce Growth Model

The Gitoma e-commerce transformation demonstrates how technical product companies can successfully serve multiple audience segments through thoughtful user experience design and strategic technology implementation. The comprehensive approach to digital commerce optimization enabled effective presentation of complex lighting solutions while generating measurable improvements in customer engagement and business performance across both professional and retail market segments.

Services Used:
  • Product discovery became significantly more efficient
  • Mobile shopping experience improved dramatically with responsive design optimization
  • Search functionality enhanced through technical specification integration
  • Residential customers spent more time exploring room-based product collections