Oak World
WooCommerce Development, Integrations & Conversion Tracking
Client: Oak World (Rightworx Ltd) · Since 2016
Scaling online without scaling the team. For ten years I’ve built and run the platform behind an online-only furniture retailer. When the website is the whole business, it has to work.
A growing store, outgrowing its plumbing
Situation
An established retailer
A traditional furniture retailer with a website when we started working together in 2016. Today the website is the business, selling around 30,000 products.
Challenge
Growth outpacing the setup
Stock and pricing had to stay in step with NetSuite, every marketing pound had to be measured accurately, and the catalogue had to stay healthy in Google as it grew. All without hiring an in-house development team.
Solution
A development partner
I'm Oak World's sole developer, working alongside their operations team and marketing partners on integrations, tracking, SEO and custom features.
Three pressures of scale
Stock
The store had to match the warehouse
- Product, stock and delivery data live in NetSuite, the system the warehouse actually uses.
- The website has to reflect it accurately across around 30,000 products.
- A stock change can’t leave alerts, feeds or menus out of date.
Measurement
Every marketing pound measured
- Ad spend has to be tied accurately to the sales it produces.
- At this scale, a small attribution error costs more than most optimisations earn.
- Consent rules have to be respected without losing the signal.
Search
A catalogue Google understands
- A growing catalogue creates more URLs for Google to crawl and judge.
- Curated landing pages earn organic traffic and need protecting.
- Shopping feeds should only show products customers can actually buy.
Four workstreams, one developer
1
Integration
Connected to the business
I built and maintain a secure custom API linking WooCommerce to NetSuite.
NetSuitePHPWooCommerce REST
Synced at the source
- Product, stock and delivery data flow from the system the warehouse actually uses.
- Requests are signed, so data moves securely between the store and the back office.
The rest of the store reacts
- When the sync changes stock directly, back-in-stock alerts still fire.
- The Google Shopping feed stays in step with what can actually be bought.
2
Tracking
Measurement they can trust
At this scale, a small attribution error costs more than most optimisations earn, so tracking integrity comes first.
GA4Google AdsConsent Mode v2Server-side
One system owns every tag
- I rebuilt their tracking so every tag is managed in one place.
- Tags are served first-party, with server-side events.
Verified, not assumed
- Google Ads Enhanced Conversions verified.
- Consent Mode v2 verified.
3
SEO
Fixed at the root
Google Search Console was reporting hundreds of thousands of unwanted URLs.
Search ConsoleCanonicalsTechnical SEO
The cause
- I traced a large share of them to a single overly broad rule in the theme.
- One ad-tracking parameter was enough to make a category page tell Google a tracking URL was the real one.
The fix
- Replaced the rule with an allowlist, cleaning up the signal Google receives.
- Protected the curated landing pages that earn organic traffic.
One of those pages, built as a test, drew over 1,000 organic sessions in eleven weeks.
4
Features
Built to sell
Custom features built around how the business actually sells.
Custom pluginsWooCommerceGoogle Shopping
Back-in-stock alerts
- Out-of-stock products stay published and capture interest.
- Customers are emailed automatically on restock.
- Unavailable products drop out of the Google Shopping feed by themselves.
Staff previously removed unavailable products from the feed by hand.
Checkout delivery upgrade
- Customers get one clear chance to upgrade to Express before checkout.
- It never blocks a sale and never nags.
Purchasing rules from data
- Items packed in pairs are sold in pairs.
- Driven by the packing data, not a hand-maintained category list.
Self-managing Sale menu
- Appears only when sale stock exists.
- No one has to remember to switch it on or off.
Scaled online without scaling the team
Between 2016 and 2024, Rightworx’s net assets grew nearly five-fold and its cash reserves almost six-fold. Over the same period its headcount stayed roughly level at [20–25].
[HARD METRIC FROM GA4/ADS, e.g. conversion tracking coverage or conversion rate before and after]
Behind it is a steady maintenance routine: independent plugins first, then the WooCommerce stack as one checked operation, with integrity audits afterwards.
WooCommerceNetSuite APIPHPGA4 & Consent Mode v2Custom plugins
Your Turn
Is your store outgrowing its setup?
Tell me what your store runs on and where it gets stuck. I’ll reply within one working day with honest advice, a rough quote, or a short call if it needs one.
