Case Study
Online Fishing Shop Website Design — The Fishing Tackle Shop Case Study
Our own fishing shop: over 3,000 rods, reels, lures and pieces of tackle, a kit finder that starts from the fish you are after, guides on the licences and the rules, and a shop that opens like an app on a phone.
Our own shop, built to show what a shop can be
The Fishing Tackle Shop is ours. It sells rods, reels, line, lures and tackle for carp, coarse and match, predator, fly, sea, and boat and kayak fishing, and it went live at thefishingtackleshop.co.uk on 8 November 2026.
It is the first of our shops built on this design, and it was built to the standard we sell: the products, the departments, the guides, the checkout and the phone design all run from the Mediatopia CMS, the same system every shop we build for a client runs on.
Every product is dropshipped: chosen from AliExpress inside the CMS, sold under the shop’s own name and prices, and sent to the customer by the supplier. For the customer it is simply a shop: they search, choose, pay and get a tracking number.
A kit finder that starts from the fish
Most people who come to a fishing shop know what they want to catch, not what the kit is called. So the home page asks the angler’s question first.
Pick the fish from six photograph tiles, then where you fish from six kinds of water, and the finder answers with the kit from that fish’s own ranges — and with the rule for that water: the close season, the canal permit, the sea limits.
Under it, the departments as big photograph tiles, the newest products, the lures spotlight on the deep ground, and how delivery works drawn as four steps on a line that draws itself as it comes into view.
On a phone
A shop that opens like an app
Nothing to download: on any phone the shop draws itself as an app. A bottom bar with Home, Guides, Basket and Chat, and Shop raised in the middle; tap it and every department comes up as a big photograph tile. Every product has its Add to basket bar under your thumb.
Over 3,000 products, each one checked
A shop with one or two things in a range looks empty, so every range shown holds a dozen or more. Products were chosen on their sales, their reviews and how quickly they arrive, and each one checked against the range it was going into, so a fidget spinner never lands among the reels.
The same product listed by different sellers was found by comparing photographs as well as names, and the copies were taken off, so a range is a choice and not the same shower bag eight times.
Some things are never sold at all: knives, live bait, life jackets, and the small lead weights the law has banned for most freshwater fishing. A range the suppliers cannot fill honestly stays hidden until it can.
Guides that answer the questions anglers search
The shop carries its own guides and blog, 27 articles at launch, and a Where to fish page: what licence you need, when the close season runs, which waters need a permit.
The licence and close-season rules were checked against gov.uk, the Environment Agency and the Canal & River Trust when the guides were written.
That is what brings a new shop traffic before it has a single review: answers to the questions people type into Google, on the same site as the kit.
Designed to look like nobody else’s shop
The look is the shop’s own: deep loch blue grounds, a float-tip orange for every button, Archivo for the headings and Source Sans for the words, and photographs of anglers on the water rather than product shots on white.
On a computer it is a full shop: a mega menu of every department and range, a search bar across the top, and a home page of twelve sections. On a phone it becomes an app (below).
It is the design every shop we have built since has started from, each in its own colours, words and tools.
Live on its own domain
The shop went live on 8 November 2026 on its own domain, with its own Stripe account taking cards, its own AliExpress account linked for the orders, and every page checked before the address was pointed at it: titles, descriptions, links and the phone menu.
Products are added a round at a time, each round checked the same way, so the shop keeps growing without filling up with duplicates or the wrong thing.
If you want a shop like this, for your own products or dropshipped, that is exactly the work. The Tents and Shelters and Mobile Phone Gadgets case studies are the two shops built after it.
What runs it
Everything behind the shop, in one CMS
The Fishing Tackle Shop is not a theme with plug-ins bolted on. Every part of it runs from one login in the Mediatopia CMS, and every one of these is working on the shop today.
Products with every option
Sizes, colours and models on one product, each combination priced on its own, with all its photographs and a specification table.
Search across the whole shop
Every word in every product name searched at once, 48 to a page, sorted by newest, price or name and narrowed by price, each results page an address of its own.
A page for every range
Every department and range has its own page at its own address, with its own words, its own Google title and description, and its products drawn in by the CMS.
Basket and checkout
A basket that slides in from the side and a checkout that takes cards, Apple Pay and Google Pay, the money going straight into the shop’s own Stripe account.
Accounts with no password
Customers check out as a guest or keep an account, signing in with a six-digit code sent to their email: their orders, addresses and saved products in one place.
Favourites and buy again
A heart on every product saves it to the account, and every past order has Buy again, checked against the product as it is today.
Order emails and tracking
The customer and the shop are both emailed with each order, the customer again when it ships with the tracking number, and a Track my order page answers where it is.
AliExpress, linked in the CMS
Products found and added from AliExpress inside the CMS, photographs copied into the shop’s own library, and a paid order sent to the supplier from the Orders screen.
Prices that keep up
Every product priced from its supplier’s cost by the shop’s own rules, ending in .99, and every product’s cost and stock checked again every six hours.
Guides and a blog
Long guides and blog posts written and edited in the CMS, each linked to the ranges it is about, so the shop answers the questions people search before they buy.
Built for Google
A sitemap of every product, range and guide that grows by itself, a Google title and description on every page, and every product on a page of its own.
The App look, with nothing to install
On a phone the same shop opens as an app: a bottom bar, the Shop sheet of big department tiles and the slide-in basket, drawn for any phone’s browser.
What We Built
Project development work carried out
A Kit Finder
The fish, then the water, then the kit from that fish’s own ranges, with the rule for that water: close season, canal permit or sea limits.
Over 3,000 Products
Chosen on sales, reviews and delivery time, copies found by their photographs and taken off, at least a dozen in every range shown.
Guides Checked At Source
27 guides and posts and a Where to fish page, the licence and close-season rules checked against gov.uk, the Environment Agency and the Canal & River Trust.
The App Look
On a phone the shop opens as an app: a bottom bar, Shop raised in the middle and every department as a big tile.
Common Questions
Online Fishing Shop Website Design FAQs
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