An online electronics store built around performance advertising, with automatic generation of product feeds for every ad channel.
Timishop is a retail electronics e-commerce store. Customers see the familiar storefront experience — filters, product cards, promotions, a simple cart — but the entire storefront is optimized for a retail audience. The site works both as the main landing point for paid traffic and as the single source of truth for the catalog, which is then exported to Google Merchant, Facebook/Meta, Prom, and other platforms in each channel's required format.
Ivan runs a profitable chain of offline household-electronics stores in Ukraine and operates Device.com, a wholesale site in the same category. Timishop was conceived as a separate retail sub-brand built specifically for ad-driven traffic. We've worked with Ivan for years, so he came to us with a detailed technical brief.
Carving out a separate retail brand on shared infrastructure
Timishop had to operate as an independent retail store without duplicating Device.com’s catalog, business logic, or backend infrastructure.
Performance-focused storefront experience
The site had to work as an effective landing page for paid advertising — fast load, clean product cards, no friction.
One catalog, many channel-specific feeds
Google Merchant, Facebook, Prom, and the other channels each demand their own field structure, attributes, and filtering. The challenge was to keep a single source-of-truth catalog and shape different feeds out of it without manual rework.
Full price, stock, and promo synchronization
Price, stock, and promotion updates had to stay synchronized across the storefront and all external channels to avoid moderation rejections and data inconsistencies.
Promo and category controls for marketing
The marketing team needed tools to spin up promotional selections quickly and prioritize products for specific campaigns without engineering involvement.
We built Timishop as a separate frontend running on the shared backend core it co-owns with Device.com. The catalog, prices, and stock are managed in Directus, while Timishop has its own configuration layer — brand, category set, promo blocks, feed-building rules. The site functions both as a retail storefront and as a centralized feed generator for the ad platforms.
Retail-store data model
On the backend, we defined entities that describe Timishop as a separate channel: its own categories, featured selections, promo rules, retail prices, and assortment restrictions. This lets us work from a single catalog while applying a separate retail "mask" — no duplication.
Frontend optimized for ad traffic
The React/Next.js frontend is built around a simple flow: ad → fast navigation through categories or search → product page → checkout. Only the elements that help the customer make a buying decision remain; functionality that distracts from purchase was removed.
Flexible product-feed builder
In Directus, we implemented configurable feeds — for each channel, its own product-selection rules, field mapping, currencies, pricing policies, and export format. The marketing team can create new feeds or adjust existing ones without code changes, while the system enforces that only valid items end up in any feed.
Price, stock, and status synchronization
The backend receives product updates from the client's internal systems (the 1C ERP and warehouse system already feeding Device.com), normalizes them to a single format, and stores them in Directus. Timishop and all external feeds run on synchronized, up-to-date data, reducing incorrect listings and ad-network moderation rejections.
Tools for promotions and curated selections
We added management for promo blocks, tags, and curated selections used both on the storefront and inside the feeds — so the storefront stays aligned with what's actually being promoted in advertising.
Analytics by channel and category
On the backend, we modeled the core relationships between feeds, categories, and orders. This gives the team visibility into which categories perform best in which channels, where drop-offs happen, and which products deserve a push into promotions.
We started by going through the existing Device.com architecture and held dedicated sessions with the marketing and e-commerce teams to draw the portrait of Timishop: retail only, minimal feature set, focused on ad traffic and feeds. The agreed framing was that the new store would share the underlying product base but stand on its own UX and channel set.
+2 Resource
Timishop gave the client a dedicated retail sales channel running on the same technical foundation as Device.com but with its own UX and positioning. Catalog, prices, advertising, and feeds are now managed centrally, while the retail brand has its own storefront tuned specifically for performance marketing.
feed-moderation pass rate on the first attempt
for price and stock changes to appear on the site and in every feed
to prepare a campaign-specific promo selection
technical rejections when starting new ad campaigns
view-to-cart conversion on promo traffic
of marketing time freed up from routine feed work
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