A product builder
Wix does not ship.

Kinetic Customs make premium custom framing hammers and hand tools in the UK, and sell them worldwide from their own site and through retailers abroad. The tools are milled and hand finished, and the whole proposition is that yours is not the same as anybody else's.

A standard product page assumes you are selling a thing. Kinetic Customs sell a set of parts and the freedom to combine them: head, handle, grip, finish. The number of finished combinations is far larger than the number of products any person would want to maintain by hand.

Three things break at that point. Stock stops being a number on a product, because a combination is only buyable if every component in it is in stock. Tax stops being a setting, because the price a customer should see depends on the country they are in. And currency stops being fixed, because a business selling worldwide cannot show every visitor a UK price and expect them to do the conversion themselves.

They had spent a long time looking for a way through this and not finding one. That is the usual outcome, because the off-the-shelf answer to selling a configurable product assumes a catalogue of finished items, which is exactly what a made-to-order tool company does not have, and none of stock-by-component, tax-by-country or live currency conversion is a feature Wix ships natively.

Customers choose head, handle and grip as separate components, each with its own price, and build the tool up from there. Written from the ground up rather than assembled from an app, which is what made the problems below solvable rather than something to apologise for.

Availability is tracked against each component, not each finished product. If a handle is out of stock, every combination using that handle knows about it. Customers cannot order something that cannot be built, which is the failure that costs a small manufacturer far more than a lost sale.

Pricing adjusts VAT and shipping tax according to where the customer is, and converts to their currency, so the figure on screen is the figure that actually applies to them. None of it is a native Wix feature, all three had to be custom coded. For a business selling worldwide from the UK, getting this wrong is either a compliance problem or a checkout full of unpleasant surprises.

The original configurator was built inside Wix Editor, because that is where the shop already lived. Once the logic was proven, phase two carried the same logic onto Wix Studio: a complete rebuild of the site around it, with an SEO migration alongside it to protect the rankings the old site had already earned.

They stopped having to choose between the two bad options. Without a configurator that understands components, a business in this position either limits what the customer is allowed to pick, which removes the reason people buy from them, or accepts orders it cannot actually build, which costs far more than the sale.

The software was built around how the business works rather than the business being reshaped to fit the software. That is the whole difference between a custom build and a plugin, and it is why it was worth doing properly.

I have no traffic or revenue figures to publish for this one, so I am not publishing any. What I can point at is the thing itself: a custom configurator with stock, tax and currency logic built around how the business actually sells worldwide, now carried onto a fully rebuilt Wix Studio site with its search rankings migrated across, one of the largest projects I have taken on to date.