Manaslu Cashmere is a prestigious pashmina manufacturer and exporter based in Kathmandu, Nepal. Renowned for their quality craftsmanship, ethical sourcing, and unique designs, they cater to premium clients across Europe. Their product line includes luxurious shawls, scarves, blankets, and customized pashmina items tailored for European markets.

Purpose of This Case Study

This case study outlines how we transformed Manaslu Cashmere’s digital presence by building a robust, SEO-friendly, and user-centric e-commerce website using WordPress and WooCommerce, enabling them to expand their export operations and brand value globally.

Identifying the Problem or Market Need

When Manaslu Cashmere approached us in early 2023, they had no dedicated online storefront. Their primary sales came from offline export orders via distributors in Europe. However, with growing demand for direct-to-consumer (D2C) sales, they needed:

1. A professional e-commerce website showcasing product quality
2. Global payment gateway integration
3. Multi-currency support for European clients
4. A scalable CMS to add collections and seasonal items seamlessly

Competitor Analysis

We analyzed leading cashmere and pashmina brands exporting to Europe. Insights included:

1. Clean and minimal website design to highlight product elegance
2. Trust-building pages (about, certifications, craftsmanship)
3. High-resolution photography with detailed product descriptions
4. Fast-loading mobile-optimized pages

Defining User Personas

1. B2B Wholesale Buyers from Europe looking for quality suppliers.
2. Retail Customers seeking premium pashmina products for personal or gifting purposes.
3. Boutique Owners and Designers collaborating for custom orders.

Setting Goals and KPIs

1. Launch a fully functional e-commerce website within 8 weeks
2. Enable online sales with WooCommerce and payment integration
3. Increase website traffic by 50% within 3 months via SEO optimization
4. Reduce manual order processing and streamline export queries

Feature Prioritization (MVP Definition)

The Minimum Viable Product included:

1. WordPress + WooCommerce integration
2. Multi-currency support (NPR, EUR, USD)
3. Product catalog with categories and filters
4. Secure payment gateway integration (Stripe + PayPal)
5. Inquiry and contact forms
6. Blog integration for organic SEO growth

Technology Stack Selection

1. CMS: WordPress
2. E-commerce: WooCommerce plugin
3. Hosting: Managed WordPress hosting on SiteGround for performance
4. Design: Elementor + custom CSS for responsiveness
5. Payments: Stripe and PayPal for global coverage

Project Timeline and Milestones

Wireframing and Prototyping

We presented clean, intuitive wireframes with focus on:

1. Large product images
2. Elegant typography reflecting brand class
3. Smooth checkout flow
4. Mobile-first design for European customers browsing on phones

Design Process

UI/UX Considerations

We chose a minimalistic, luxury-oriented design with earthy tones and crisp white backgrounds to highlight pashmina textures. The website’s aesthetic reflects elegance and authenticity, crucial in the European luxury market.

Tools Used

1. Figma for initial prototyping and wireframes
2. Elementor Pro for visual layout design
3. Photoshop for image optimization

Iterative Design and User Feedback

Throughout development, we held weekly reviews with Manaslu Cashmere to align designs with their vision. Changes included font adjustments for readability and layout tweaks to enhance product focus.

Development Process

Frontend Development

Using WordPress + Elementor, we created custom pages, ensuring:

1. Mobile responsiveness
2. Optimized CSS for fast loading
3. Accessibility compliance

Backend Development

WooCommerce was configured for:

1. Product management
2. Inventory tracking
3. Secure order processing
4. Coupon and discount system

APIs and Integrations

1. Stripe API for credit card payments
2. PayPal API for global transactions
3. Currency switcher plugin for seamless regional pricing

Agile Methodology and Sprint Cycles

We followed a weekly sprint approach with deliverables demoed to the client for feedback, enabling faster revisions and reduced rework.

Challenges and Solutions

Technical Challenges

1. Multi-currency setup: Some plugins conflicted with WooCommerce tax settings. We resolved it by customizing currency switcher logic to integrate with Stripe seamlessly.
2. High-resolution images: Large product images slowed the site. Using WebP optimization improved load time without compromising quality.

Design/UX Challenges

1. European users prefer VAT-inclusive pricing. We customized WooCommerce to display VAT included prices as default, avoiding checkout confusion.

Communication or Team Collaboration Issues

Timezone differences with Nepal (client) and our development team required structured communication via Trello and fixed weekly review calls to keep progress aligned.

How Each Was Solved or Mitigated

1. Leveraged asynchronous updates on Trello with clear next steps
2. Scheduled meetings during overlapping business hours

Testing and Quality Assurance

Manual and Automated Testing

1. Responsive testing on mobile, tablet, and desktop
2. Cross-browser testing for Chrome, Safari, Firefox, and Edge
3. WooCommerce checkout flows tested in sandbox and live modes

Bug Tracking and Resolution

All bugs were tracked in Trello, categorized by severity, and resolved within the same sprint for rapid deployment.

User Acceptance Testing (UAT)

Before launch, Manaslu Cashmere team verified:

1. Product uploads and edits
2. Payment flows with test orders
3. Contact forms and email notifications

Deployment and Launch

Hosting and Deployment

We deployed on SiteGround Managed WordPress Hosting ensuring:

1. Free SSL integration for security
2. Daily backups
3. Optimized CDN for European regions

Pre-Launch Marketing

1. Set up Google Analytics and Search Console
2. Enabled Facebook Pixel for future remarketing campaigns

Launch Day Execution

1. Final testing of all payment flows
2. Performance optimization and cache clearance
3. Social media announcements and website newsletter blast

Post-Launch Monitoring

For the first month, we monitored uptime, page speed, and error logs to ensure smooth user experience.

Post-Launch Insights

User Feedback and Reviews

Manaslu Cashmere’s team reported:

1. Increased direct inquiries from European boutiques
2. Smooth order processing reducing manual WhatsApp orders
3. Positive feedback on website aesthetics from retail buyers

Performance Metrics

Within 3 months post-launch:

1. Website traffic increased by 65%
2. Direct online orders grew by 40%
3. Average session duration improved due to better product presentation

Updates and Iterative Improvements

1. Added customer reviews feature for products to boost trust
2. Integrated newsletter signup forms with Mailchimp for marketing automation
3. Implemented seasonal collection banners for ongoing promotions

Key Takeaways

Lessons Learned

1. WordPress with WooCommerce remains a powerful choice for mid-scale e-commerce with rapid turnaround and global payment support.
2. Effective collaboration tools like Trello and structured weekly reviews keep overseas projects on track.

Advice for Future Projects

1. Always analyze target market preferences (e.g. VAT-inclusive pricing for Europe)
2. Optimize images and enable caching early to ensure blazing-fast performance

What We’d Do Differently

Next time, we’d propose multi-language support from launch to further enhance regional SEO in German, French, and Italian markets across Europe.

Conclusion

The journey with Manaslu Cashmere reflects how even traditional export-focused businesses can transform their reach through digital commerce. A strategic website built with WordPress and WooCommerce has empowered them to not only showcase their Nepali craftsmanship but also establish themselves as a premium global brand.