Efiori is a brand with a unique network of florists across Italy. In some cities they manage deliveries directly, and in others they work with local florists who prepare and deliver each order. For the end customer, all of this must be transparent and simple: select a product, choose a date, enter a delivery address, and expect the order to arrive correctly.
Efiori’s previous ecommerce could not handle this level of complexity: it displayed dates that could not be fulfilled, it did not distinguish when Efiori should deliver or when a local florist was responsible, and it did not calculate the real commercial margin in each case. This led to losses on orders that appeared profitable and to the acceptance of orders that could not be delivered.
The sales team needed a system capable of managing all this operational flow automatically—not just an attractive website, but a reliable platform that could support their business model and protect margins on every order.
The problem
Daily operations were fragile and unpredictable. When an order required a local florist, the margin could drop to almost zero without the system warning about it. In some areas, certain products could not be delivered, but the ecommerce still allowed the purchase, generating orders that had to be cancelled manually. In cities where Efiori could deliver directly on the requested date, the system unnecessarily assigned orders to local florists.
The team had to review orders one by one, coordinate deliveries with local florists, confirm schedules, adjust prices and, in some cases, cancel purchases even after payment had been received. The feeling was that the system did not reflect how the business actually worked and forced constant manual intervention. Under these conditions, it was impossible to maintain national service without risking the viability of the business and the reputation of the brand.
Our approach
We began by understanding in detail how the florist network worked, what lead times they could meet, how costs varied by location, and which rules determined whether Efiori or a local collaborator should deliver. With this information, we designed a clear logic capable of making automatic, reliable decisions without manual intervention.
We redesigned the shopping experience so that users could only select options that were actually available: each product, date and location is validated according to the real capabilities of the network, avoiding situations that previously resulted in calls, adjustments or cancellations.
Finally, we built a robust platform in WooCommerce with a fully custom theme and a clear, modular architecture capable of growing with Efiori. From a technical perspective, we reinforced reliability by implementing automated tests to validate the system’s decision rules and ensure proper functioning at all times. If a code change breaks a rule, the automated tests detect it and flag the issue.
The solution
Efiori’s new platform was not just a technical upgrade—it was a complete reconstruction of their digital operations, designed to provide clarity, stability and control over every order.
