Our role was to create an ecommerce platform that could support this growth – helping Surefire Wood reach customers across multiple regions while making the buying process simple and efficient.
Our role was to create an ecommerce platform that could support this growth – helping Surefire Wood reach customers across multiple regions while making the buying process simple and efficient.
Surefire Wood required an online store that could support multiple delivery regions, encourage repeat purchases and allow the business to sell both to domestic customers and wholesale buyers. The goal was to build a platform that made ordering firewood as straightforward as possible while giving the business the flexibility to expand its offering over time.
As the company delivers across different markets, the website structure also needed to handle regional shipping rules, pricing differences and localised customer targeting.
To support these requirements, we built three dedicated Shopify stores – one for Northern Ireland, one for the Republic of Ireland and one for Great Britain. This approach allowed us to configure delivery zones, shipping costs and offers specifically for each market, ensuring customers see the most relevant pricing and delivery options for their location.
Within each store we implemented a flexible shipping system designed around pallet deliveries and smaller package orders. This allowed Surefire Wood to offer free delivery on pallet purchases while keeping shipping costs accurate for smaller orders across different regions.
Encouraging repeat purchases was also a key part of the strategy. We introduced customer account functionality so buyers can easily create an account, view their order history and complete checkout more quickly. A loyalty points system was added to reward returning customers and strengthen long-term relationships with regular buyers. For trade customers, a dedicated wholesale section provides access to exclusive pricing and offers.
To maximise the effectiveness of paid advertising, the stores were also optimised for Google Shopping. Products and collections were structured specifically to perform well within the Google Shopping ecosystem, helping ensure the most relevant items appear clearly in search results.
This combined approach has helped drive consistent growth in online sales. Within the Irish market, the ecommerce platform has supported strong year-on-year increases, with sales rising by 60 percent in 2021 compared to 2020, increasing a further 112 percent in 2022, and continuing to grow in 2023.
As the business continues to expand, we have also supported further development of the platform. In 2025 the Shopify theme was upgraded again to introduce additional functionality including an enhanced loyalty programme, improved product search and filtering, recommended product add-ons and stronger email marketing integration – helping Surefire Wood continue to grow its online sales while maintaining a smooth and reliable shopping experience.
