IDE Interactive logo.
Digital Platforms
2021

Building the Online Store Smaller Things Needed to Launch and Grow

Client
Smaller Things
Deliverable
E-commerce Store
Platform
Shopify
Smaller Things online store on desktop and mobile
Client
Smaller Things
Sustainable Children's Clothing
Smaller Things is a purpose-driven children's clothing brand built around sustainability and ethical manufacturing. Their products use organic certified cotton and recyclable fibers - a minimalistic approach that balances quality, affordability, and functionality for parents who care about what they're putting on their kids and what they're leaving behind for them. When they came to IDE Interactive, they had the brand, the product, and the mission. They needed the store.
The Challenge

The wrong platform at launch doesn't just slow you down. It can set you back entirely.

Smaller Things had their designs ready and a clear brand identity in place. What they needed was a team that could identify the right e-commerce platform and build the store correctly the first time. The wrong choice meant real consequences: poor customer experience, limited growth options, and backend operations that cost time instead of saving it.

The platform also had to deliver an online shopping experience that matched what a physical fitting feels like - personal, intentional, easy to navigate. That standard was already hard to hit. The timing made it harder: this launch happened as online shopping demand was surging during the pandemic, and there was no room for a slow or frustrating experience.

On top of that, the Smaller Things team didn't have deep technical expertise. Whatever we built had to be something they could actually run on their own once we handed it off.
What They Needed

More than a store. A foundation.

01

The Right Platform

Not a default recommendation - the platform that actually fit their product, their team, and their goals. That decision had to come before anything else.
02

A Shopping Experience Worth the Brand

Sustainable children's clothing carries a specific feeling. The online store had to match it - thoughtful, easy to navigate, and personal enough to replace an in-store visit.
03

Room to Scale

A store built for where they were launching, not just where they were starting. Inventory growth, increased traffic, and an expanding product catalog all needed room.
04

Autonomy After Launch

The Smaller Things team needed to run the store independently - updating products, tracking orders, and managing the site without relying on a developer for every change.
What We Built

The development decisions that shaped the store.

Pre-Launch Landing Page

Before we built the store, we built the anticipation. A focused landing page - designed by their team, developed by ours - introduced the brand, captured email sign-ups, and helped Smaller Things build a community before their official debut.

Custom Shopify Theme

A fully responsive, mobile-first theme built on Shopify's block system - giving the Smaller Things team the flexibility to update content and visuals without touching code.

Capsule Wardrobe Feature

A custom tool that lets customers mix and match items on the same screen, mirroring the way people actually think about dressing their kids and encouraging complementary purchases.

Advanced Product Filtering

Customized filtering by size, color, and category so customers could find what they were looking for without scrolling through a growing catalog.

API Integrations

Payment gateways and POS systems integrated cleanly, creating a unified experience across online and any future in-person operations.

Training and Instructional Videos

Comprehensive onboarding sessions, easy-to-follow video tutorials, and ongoing consultation so the team could manage the store confidently from day one.

In the Store

A closer look at the Smaller Things store.

Smaller Things Shopify theme customizer
A customized Shopify theme the Smaller Things team can update on their own as the brand grows.
Smaller Things capsule wardrobe shopping feature
A capsule wardrobe feature that helps parents shop complete, mix-and-match sets.
Smaller Things customized product filtering
Customized filtering makes it easy to find the right size, color, and style.
The Approach

How IDE Interactive Approached It

01

Before the Store, We Built the Anticipation

The first thing we shipped wasn't the store. It was a pre-launch landing page designed to build community and capture interest before the doors officially opened.

Designed by the Smaller Things team and developed by ours, the page introduced the brand, captured email sign-ups, and created early momentum. By the time the store launched, there was already an audience waiting for it. That kind of groundwork doesn't happen by accident - it's a strategic choice that makes every other metric look better from day one.
02

Choosing the Platform Before Writing a Line of Code

Platform selection is a decision that ripples through everything else. We evaluated multiple options before recommending Shopify - not because it's the obvious default, but because it was genuinely the right fit. Shopify's API flexibility meant we could build custom features without fighting the platform. Its built-in inventory, shipping, and POS integrations meant the team wouldn't need a developer for day-to-day operations. And its scalability meant the store wouldn't hit a ceiling as the product catalog and traffic grew.
03

The Capsule Wardrobe: The Feature That Set Them Apart

This was the standout build of the project. The Capsule Wardrobe lets customers mix and match items on the same screen - a feature that mirrors the way people actually think about dressing their kids. It wasn't just a technical addition; it changed shopping behavior. Customers who engaged with it explored more of the catalog and were more likely to add complementary items to their cart. For a brand built around intentional, cohesive clothing choices, it made the store feel like an extension of the brand's own values.
04

Building for the Team, Not Just the Customer

A well-built store that only a developer can maintain is a liability. Every decision in this project was made with the Smaller Things team in mind, not just the end customer. The custom theme used Shopify's block system so the client could update content without touching code. Before we wrapped up, we ran hands-on training sessions, created instructional videos covering the full platform, and stayed available for consultation as they grew into the tool. The goal wasn't just a launch - it was a handoff that actually worked.
The Outcome

What Changed

Before
A strong brand and a finished product, but no place to sell it and no platform decision in place.
  • No online store
  • No platform selected
  • No way to show how items work together
  • Team without a tool they could run independently
After
A fully operational Shopify store with a 20% increase in conversion rates within the first three months - and a team running it on their own.
  • 20% conversion rate increase in the first 3 months
  • Capsule Wardrobe driving higher engagement and order values
  • Team managing the store independently from day one
  • Built-in SEO and marketing tools expanding their reach
What Our Client Says
"Tony and the team continuously deliver the solutions we need for our business. They were able to execute our beautiful and interactive website within our budget and timeline. Having a deep knowledge of Shopify, they helped onboard our team and showed us inside our virtual store. They did a phenomenal job in breaking down technical steps such that our non-technical team can easily operate and manage the site. They produced comprehensive instructional videos and answered all our questions. Moreover, I've leaned on their expertise to help advise our digital needs outside of just our site. It's a breath of fresh air to have a partner that can advise in and around services for eCom and digital marketing."
Jon Zasiebida
Smaller Things

The best way to understand what we built is to shop it.

Visit Smaller Things
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