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Protool Ltd are an independent precision tool supplier based in the United Kingdom. They have been running since 2009 and serve customers mainly in the UK & Ireland, but also worldwide.
Selling precision tooling, most of their customers are established businesses running CNC Workshops, mainly in the industries of automotive, F1, and aerospace. They also sell these tools, and other equipment like safety gloves, to DIYers or hobbyists. This meant their new website we was building them, had to cater for both b2b and b2c customers.
Getting Around Shopify's Limitations for Protool Ltd
At Protool Ltd, we faced a significant challenge with Shopify’s limitations around products and variants. As a supplier of precision tools, Protool’s product ranges often include highly specific options, with some items requiring more than 10 specification choices and 300+ variants per product range. Shopify’s restriction of 3 product options and a maximum of 100 product variants per product created a major roadblock.
To put this into perspective, Protool stocks items like precision drills ranging from 0.1mm to 20mm, increasing in 0.1mm increments. That alone adds up to over 200 variants for a single drill type, and that’s before factoring in other options like coating or material. This complexity made it impossible to display products traditionally in Shopify.
However, by thinking creatively and customising the Shopify platform, we devised a solution that allowed Protool Ltd to showcase their vast product catalogue seamlessly while maintaining an excellent user experience.
Beating the 100 Product Variant Shopify Limitation
Here’s how we helped Protool Ltd overcome Shopify’s restrictions:
1. Individual Products for Every Variant
Instead of cramming all variants into Shopify’s limited system, we created individual product listings for every size, specification, and option. This allowed us to bypass the 100-variant restriction while still keeping Protool’s catalogue organised.
Each product variant (e.g., a specific drill size or tool specification) was treated as its own product, complete with unique SKUs, live stock levels, and pricing.
2. Grouping Products with Metafields
To keep related items connected, we introduced a custom metafield called Parent No.
Every product within a specific range was assigned the same Parent No. value.
For example, all sizes of a Vortex End Mill were given the metafield value 16.
This metafield served as a digital grouping tag, allowing us to organise related products logically.
3. Dynamic Collections for Product Ranges
We created dynamic collections based on the Parent No. values.
Each collection grouped all products from the same range together, creating a cohesive product family.
The collection was titled after the product range (e.g., "Vortex End Mill") and included a detailed product description.
4. Bespoke ‘Parent’ Collection Template
To enhance the user experience, we designed a custom collection template named ‘Parent’. This template transformed a standard collection into a parent product page, resembling a traditional product page while showcasing all variants in one place.
The parent page dynamically displayed:
The first product image in the collection.
The lowest priced variant as a "From £X" price.
The collection’s title and description, ensuring customers understood the product range.
This approach created the illusion of a single product with multiple options, giving customers a familiar shopping experience.
5. ‘View Other Sizes’ Button for Easy Navigation
On every individual product page, we added a “View Other Sizes” button that dynamically linked to the parent product page. This allowed customers to effortlessly explore the full range of variants without confusion or frustration.
6. Custom Variant Display with Tables
To handle the vast number of variants in a user-friendly way, we implemented a custom-coded table on the parent product page.The table displayed all products in the collection, with key details including:
Product SKU
Live Stock Levels
Price
A View Product button for easy selection.
This table was optimised for clarity, making it simple for customers to compare specifications and choose the right product.
Seamless User Experience for Protool Ltd
By combining Shopify’s collection functionality, custom metafields, and bespoke templates, we transformed Protool Ltd’s website into a platform capable of handling their extensive product ranges. Customers can now explore precision tools effortlessly, compare sizes and specifications, and find exactly what they need—all within a user-friendly interface.
For Protool Ltd, this solution wasn’t just about overcoming Shopify’s limitations; it was about creating a scalable, future-proof system that enhances their online presence and supports their growing business.
If you’re dealing with similar limitations on Shopify, or need a tailored solution for your e-commerce store, get in touch with Welch Marketing. Let’s build something that works for your business, no matter how complex your product catalogue might be! Want help with a custom online store like this one? Get in touch with us today!
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