Selleria Tombini is a historic Italian equestrian supplier which, together with WWG, rebuilt its e-commerce and saw the number of online orders grow by 1000%, as announced in the June 2021 press release covered by DailyNet, Touchpoint, Il Giorno and Mediakey. This page collects that press coverage; in 2026 we updated it with a summary of what was done, a link to the case study and the lessons that apply to any small business selling online.
TL;DR
- In 2020 and 2021 Italian small and medium-sized businesses had to strengthen their digital presence fast: delivery, social media, website, e-commerce.
- Selleria Tombini had anticipated the trend: with WWG it rebuilt its e-commerce and increased the number of orders by 1000% compared with the previous period, according to the 2021 release.
- The work covered the catalogue, the shopping experience, integration with order management and promotion of the channel.
- The project is described in the case study and remains a reference for WWG's e-commerce projects.
What did WWG do for Selleria Tombini's e-commerce?
WWG rebuilt Selleria Tombini's online shop starting from the catalogue and the shopping experience: products organised by discipline and by rider, complete product pages, a short checkout, integration with order and stock management, and the activities needed to bring traffic to the new channel. The result stated in the June 2021 release is a 1000% growth in the number of e-commerce orders.
The context was the pandemic: delivery apps, social networks, websites and e-commerce were, the release said, the most common words among the owners of Italian small and medium-sized businesses, forced to strengthen their digital presence to keep serving customers. Selleria Tombini had started earlier, and the new e-commerce was ready when online demand exploded. The case study tells the project choices in detail.
What can a small business learn from this project?
Three things: an e-commerce works if the catalogue is organised the way the customer thinks, not the way the warehouse is organised; integration with orders, availability and shipping decides margins more than the design does; and the channel has to be promoted, because an online shop without traffic does not sell. These are the same rules we apply to larger e-commerce projects.
For businesses selling products with many variants, such as sizes, measurements and colours, catalogue management is the critical point: we cover it on our online catalogue page and in our web application development services. For payments, our article on PSD2 and strong customer authentication explains what an e-commerce must do today.
Do you have an e-commerce to rebuild or to grow? Talk to a WWG engineer at business@wwg.it.
Press coverage
Source: DailyNet
Source: TouchPoint
Source: Il Giorno
Who talks about us
FAQ
Frequently Asked Questions
A historic Italian company specialising in saddlery and equestrian supplies, with a physical shop and an e-commerce. In 2021 it announced, together with WWG, a 1000% increase in online orders after rebuilding its digital shop.
It rebuilt the e-commerce: a catalogue organised for the customer, complete product pages, a short checkout, integration with orders and stock, and promotion of the channel. The project is described in the case study on WWG's website, and the 2021 release was covered by DailyNet, Touchpoint, Il Giorno and Mediakey.
It is the figure stated in the joint press release of June 2021 and refers to the comparison between the number of orders before and after the new e-commerce, in a period when online purchases in Italy were growing exceptionally. We report it as announced at the time, with the source at the bottom of the page.
