Store Lam Moc
Vietnamese e-commerce store for premium woodworking hand tools, built on Bizweb/Sapo with a custom theme and strong organic SEO performance.
The Challenge
Building a specialised e-commerce experience for a niche woodworking tools audience on the Bizweb/Sapo platform, with product discovery, SEO, and mobile checkout all needing significant customisation beyond the default theme.
The Solution
Developed a custom Liquid theme from the ground up with faceted product filtering, structured data for product rich snippets, and a streamlined mobile checkout flow optimised for the Vietnamese market.
Store Lam Moc is a specialist online retailer for professional-grade woodworking hand tools serving hobbyists and craftspeople across Vietnam. The store carries over 500 SKUs spanning Japanese hand planes, chisels, saws, and sharpening equipment — a catalogue that demands precise product filtering and detailed specification pages to help buyers make confident purchasing decisions.
Challenge
The Bizweb/Sapo default themes are optimised for general retail and lack the product discovery tools required for a technical niche like woodworking tools. Customers need to filter by blade steel type, handle material, cutting width, and brand simultaneously. The default themes also rendered poorly on mobile — a critical issue given that over 60% of Vietnamese e-commerce traffic originates on smartphones. SEO was an afterthought in the default templates, leaving thousands of product pages unindexed.
Solution
A fully custom Liquid theme was developed from scratch, designed around the woodworking buyer’s journey. Faceted filtering using URL parameters enables deep-linking to specific product subsets and supports crawlability by search engines. Every product page includes structured data markup (Schema.org Product) for rich snippet eligibility. The mobile checkout flow was redesigned to a single-screen summary with prominent Vietnamese payment method options including MoMo, ZaloPay, and bank transfer. Page speed optimisation through critical CSS inlining and deferred image loading brought mobile Lighthouse scores above 90.
Key Features
- Custom Liquid theme with multi-facet product filtering by tool specifications
- Structured data markup on all product, category, and breadcrumb elements
- Mobile-first checkout flow with Vietnamese local payment method support
- Tool comparison feature for side-by-side specification review
- Automated sitemap generation and canonical URL management for SEO
- Product video embeds for technique demonstrations
- Integrated blog for woodworking guides, driving long-tail organic traffic