Work / Case Study
Belong
A furniture store for Egyptian homes, where people shop by room as well as by product.
- Client
- Belong
- Role
- E-commerce development
- Platform
- E-commerce website (Shopify), English & Arabic
- Timeline
- 4 weeks
Overview
Belong sells furniture and home decor in Cairo, with a showhouse in Maadi and prices in EGP. Shoppers browse single pieces, complete designed sets for a room or a whole house, and a Ready To Ship range. The store also has B2B, Designers and Cafes & Restaurants programs.
The Challenge
Belong sells everything from a single cushion to a furnished house, and both need to work in the same store.
01
Two delivery promises: Ready To Ship items arrive in 3–7 working days, made-to-order pieces in 16–30.
02
The catalog has nine top-level groups, from furniture and rugs to bedding, outdoor and commercial furniture.
03
Three kinds of buyer: homeowners, interior designers and businesses fitting out cafes and restaurants.
Our Approach
Let people shop the way they plan a home: by room first, then by product.
01
Shop by room
The homepage has 'Shop By Room' tiles and 'Designed Sets' for complete rooms, because people furnish a space, not a SKU list.
02
Ready To Ship lane
In-stock items have their own section and banner with the 3–7 day promise, so shoppers in a hurry don't run into the longer made-to-order lead time.
03
Separate trade entry points
B2B, Designers and Cafes & Restaurants have their own links in the navigation, so trade buyers don't have to start from the retail homepage.
The Work
A closer look
Homepage
The hero, room tiles and category tiles get a shopper started in one scroll.
Outcome
Belong sells its full catalog online, from single items to furnished houses.
Bilingual
The store runs in English and Arabic.
Live 2023
Launched in 2023 and still trading.
Shop by room
Whole rooms and designed sets, not just single items.
“The tricky part was delivery time. A 3-day item and a 30-day item had to sit in the same store without anyone being surprised at checkout.”