CASE STUDY 03 · HOME DECOR ECOMMERCE
CASA DI LUCCA
From an unbranded container to selling home decor across Colombia.
We built a B2C operation from scratch with branding, content, ads, Shopify, WhatsApp and cash on delivery.
AUG – DEC 20245 MONTHS · COMPLETED PROJECT
ACCESSIBLE HOME DECOR · COLOMBIA01 / STARTING POINT
There were products. There was no brand yet.
active digital channels
Inventory had arrived from China, but there was no Instagram, Facebook, online store or sales system to reach end consumers.
connected conversion paths
Shopify and WhatsApp enabled purchases from different cities, with advance payment or cash on delivery.
The initial idea was to find distributors in Bogotá's commercial districts. That route was slow, depended on contacts and required retailers to take the risk of purchasing inventory.
The shift was to sell directly to a much larger market: people looking to decorate their homes with aspirational yet affordable products.
02 / SALES PERFORMANCE
Five months of net sales, month by month.
The figures subtract returns recorded in each monthly sheet of the client-supplied report.
COP 6.96M
Aug 24
COP 25.64M
Sep 24
COP 26.86M
Oct 24
COP 33.58M
Nov 24
COP 32.29M
Dec 24
NOVEMBER · HIGHEST SALES MONTH
Sales came through the website, social media and repeat purchases.
The November report records orders from the website, social media and repeat purchases. To protect buyers, this case publishes aggregate figures only.
03 / SALES SYSTEM
Advertising was not enough. We had to build the entire journey.
The work connected discovery, trust, purchasing, customer service and delivery around a brand starting from scratch.
- 01
Create the brand
We launched digital channels and built a visual presence for products without an established commercial story.
- 02
Make the value visible
We produced creative assets and videos showing aspirational products at accessible prices.
- 03
Sell through two channels
We connected a Shopify store with WhatsApp support to accommodate different buying habits.
- 04
Activate demand
Ads introduced the catalog to consumers across Colombia, prioritizing B2C sales.
- 05
Reduce friction
Cash on delivery addressed initial distrust of a new brand.
- 06
Support operations
We advised on pricing, customer service, order confirmation, packaging and logistics coordination.
04 / THE REAL CHALLENGE
Marketing found demand. Logistics had to sustain it.
Cash on delivery lowered the trust barrier but increased operational demands: confirming buyers, coordinating delivery attempts, improving packaging and reducing transit damage.
According to project monitoring, 5% to 10% of fragile shipments could suffer damage. Improving packaging, carrier selection and order confirmation became as important as selling.
Confirm before shipping
Cash-on-delivery orders require confirming purchase intent, address and availability.
Protect the product
Glass and decor require reinforced packaging and a carrier equipped for fragile goods.
Maintain inventory
Advertising cannot scale if products run out or replenishment is delayed.
05 / LESSONS LEARNED
The project ended because of supply issues, not a lack of demand.
B2C expanded the market
Reaching end consumers was faster than persuading distributors to take on inventory.
Perception created desire
Aspirational-looking products at accessible prices offered a proposition that was easy to communicate.
Cash on delivery built trust
For a new brand, paying on receipt reduced the friction of advance payment.
WhatsApp complemented the store
Not everyone wanted to use a shopping cart; conversation helped answer questions and close orders.
Operations limit growth
Inventory, packaging and shipping must grow alongside advertising-driven demand.
A sales result with an operational lesson
Supply delays, damaged goods and stock shortages made continuing unviable, even while advertising continued to deliver a return.
Total net sales of COP 125,329,834 were calculated from the August–December 2024 monthly sheets: COP 126,775,000 in gross sales less COP 1,445,166 in recorded returns. Advertising spend of COP 37,331,337 comes from the client-supplied consolidated report. The gross sales-to-ad-spend ratio divides recorded net sales by advertising spend; it is not net profit or a promise of future performance.
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