Primary case study
Challenger Games
A full platform rewrite that replaced WiX with a custom storefront and CMS, while keeping eBay in place as the fulfilment engine.
Challenger Games was not a redesign job. It was a platform rebuild for an independent retailer whose existing WiX setup had become too restrictive for the way the business actually worked. The brief was to replace those limits with a system that gave the business more control over products, content, publishing, and day-to-day operations, without forcing a disruptive change to fulfilment.
View projectThe Problem
WiX had reached the point where it was getting in the way. The issue was not visual polish. It was operational fit.
The business needed to manage specialist stock, present products more clearly, publish supporting content, and run the site in a way that matched its real catalogue and workflow.
A generic site builder was too restrictive for that. It limited how products could be structured, how content could sit alongside commerce, and how the platform could evolve around the business rather than the other way round.
The Solution
The answer was not to force everything into one system. It was to separate responsibilities properly.
I rebuilt the platform around a custom storefront for the public site, a custom CMS and admin system for internal control, and eBay retained as the fulfilment and listing engine.
That architecture improved the customer-facing experience and internal control while keeping the parts of the operational model that already worked well.
eBay Fulfilment Model
Keeping eBay was a deliberate architectural choice, not a compromise.
The model became simple and useful: the website handles customer experience, the CMS handles internal control, and eBay continues to handle marketplace fulfilment.
That separation of concerns made the system more practical because each layer could be shaped around the job it actually needed to do.
WebsiteCustomer experience
CMSControl layer
eBayMarketplace and fulfilment engine
Outcome
The rebuild removed the constraints of the old platform and replaced them with a system the business could actually work with.
It gave Challenger Games more ownership over products and content, better alignment between the catalogue and site structure, and a clearer separation between presentation, control, and fulfilment.
Instead of bending the business around a limited platform, the platform was rebuilt around the business.
The public site handles experience, the CMS handles control, and eBay continues to handle fulfilment.
A platform rebuild shaped around retail workflow, not platform limitations.