321Everything1k Store Build

The problem

1. 01

   One price breaks every retail convention

   Sort by price does nothing. Compare does nothing. There is no cheaper option to fall back to and nothing to upsell into. The entire apparatus that online retail uses to move someone from browsing to buying is inert, and something else has to do that work.

2. 02

   Every item is one of one

   Pre-loved stock does not restock. When a piece sells it is gone, the shelf is different tomorrow, and a shopper who saw something yesterday and came back for it today may find it missing. That changes what the site has to do: it has to reward looking now.

3. 03

   Sixteen hundred items with no two the same

   A conventional store leans on variants: one product, five sizes, three colours. Here there are sixteen hundred separate things, each needing its own title, its own photograph and its own page, and no structure that lets you describe them in groups.

4. 04

   A thousand naira has to feel like a find, not like tat

   Cheap is the whole proposition and cheap-looking would kill it. The site had to make a thousand-naira dress feel like something worth telling a friend about, which is a job for the design rather than for the copy.

What I did

1. 01

   Designing for discovery, not comparison

   With price neutralised, the site is organised the way you move through a market stall rather than a catalogue. Sections that invite a look, new drop energy and vintage never left, and an explore route alongside the categories, because the question here is never which is cheaper. It is what is in today.

2. 02

   Every item titled like a person would describe it

   Casual taupe crinkled sleeveless midi dress. Unisex black corduroy cuffed trousers. Black daisy-print drawstring joggers, regular length, size 8 to 10. Sixteen hundred descriptive titles, each with its own URL, which is the only way a one-of-one catalogue can be found in search at all. A numbered SKU would have made every one of those items invisible.

3. 03

   Categories that sort by who it is for

   Pre-loved women, pre-loved men, apparel and accessories, and everything. Not by price, which is fixed, and not by brand, which is whatever came in. Who is this for is the only question the stock can actually answer.

4. 04

   Building for stock that disappears

   A wishlist and an account, so a shopper can hold the thing they found, and order tracking so they can see where it is. On a shelf that turns over daily, the cost of losing a find is what stops people coming back, and those two features are the answer to it.

5. 05

   A buying path that matches how Lagos buys

   Pay on delivery, pickup at Jumia stations nationwide, and WhatsApp on every screen. A first-time buyer at this price point is not entering card details for a thousand-naira purchase, and pretending otherwise would cost most of the orders.

6. 06

   Design direction

   Hot pink against soft cream, an editorial serif for the headlines and section headers written the way the customer talks. The aim is a store that reads like a find rather than a discount bin, because the price is already doing the value argument and the design is free to do the desire.

7. 07

   Build

   A React storefront on Next.js with cart, accounts, wishlist, order tracking and a rewards programme, plus the terms, privacy, returns and cookie pages a store that takes money is expected to have. It has to stay quick while rendering a grid of sixteen hundred items on a phone.

Key design decisions

• The store organised around discovery rather than comparison, because a single price point makes every comparison tool inert
• Descriptive titles and a unique URL for every one of sixteen hundred items, rather than SKUs that no one searches for
• Categories by who the item is for, since price is fixed and brand is whatever came in
• A wishlist and accounts, because one-of-one stock punishes a shopper who leaves and comes back
• Pay on delivery and nationwide pickup, matching how a first-time Lagos buyer actually pays
• WhatsApp reachable from every screen, not parked on the contact page
• Hot pink and editorial serif, so a thousand-naira piece reads as a find rather than as a discount bin

Results

Built with

• React, built with Next.js
• Cart, accounts, wishlist and order tracking
• Rewards programme
• WhatsApp enquiry on every screen

My pricing starts at $ 1,500. See what each tier includes.

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