Wall Art Prints | SmartOSC | Your Trusted Ecommerce Partner


Wall Art Prints is an online retailer and art gallery, with the goal of brightening up every customer’s home. The company provides beautiful yet affordable artwork, with over 20,000 prints available in a variety of styles, sizes and materials. Using only the highest quality Australian-made materials with discounted prices across the full range, they hope to make art more affordable. As a strictly e-commerce store, Wall Art Prints is able to reduce running costs, passing the saving onto their customers and into the quality of their products and services.


  • Magento Commerce powered ecommerce stores
  • Custom Marketplace Development
  • SEO Configuration
  • Multi-Currency Support
  • 27,000 Products and 30 Configurable Product Varieties
  • Integration with Algolia Dynamic Search and Eway Payment Gateway
  • Integration with Cloudinary Photo Manipulation Service
Wall art prints

The Challenge

Having successfully serving the Australian market, Wall Art Prints is now looking for an effective way to scale up their business, bringing their art to international market. They hoped to launch multiple online stores that feature local artists’ work in their collection. However, building a store based on their current platform (CS-Cart) that is capable of handling and accommodating for multiple countries would be a complex process. 
Relying entirely on their online stores as their sole sales channel, it was important for Wall Art Prints to offer the most realistic and inspired way to view their finish product, helping customers to visualize the product on different printing materials and in a suitable environment. SmartOSC were engaged to help Wall Art Prints design and build their new website. 

Our Solutions

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Entering New Markets

From their initial Australian store, new storefronts have been designed and configured ready for the new markets that the brand aims to enter. Magento 2 laid the foundation for accelerating the launch of Wall Art Prints. Setting up and configuring multiple storefronts for each market is expeditious. The multi-store and multi-currency support ensures that each storefront can be monitored effectively, containing relevant content for each market and tailoring the experience for their customers around the world.

Magento’s flexibility came into force when developing the new store. It allowed for more leniency in creating experiences that are local to each market while following their unique tax laws and legislation. Being a new development entering new markets, it was also necessary to set up an infrastructure to support the store, with a number of systems being arranged to coordinate the global effort. The CDN is a key part of this infrastructure, utilized to better distribute data, speed up connections and create more consistency between stores worldwide. 
Additionally, SEO best practices were configured and implemented to put them in the best position to be found by potential customers. Magento Commerce facilitates search engine optimization through streamlining best practices, allowing Wall Art Prints to continue growing their organic traffic. Everything from meta descriptions and keywords to clear URLs and breadcrumb links are easily accessed and changed to help improve the overall ranking of the website in search engines. 

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Foster Customer Engagement

Wall Art Prints wanted to create a platform for artists to sell their art through the new website. With this B2B2C model, Wall Art Prints is not only able to provide their customers across different markets much more choice and variety, but also enables them to easily connect with customers of the new market by offering local artworks on the website. With their international expansion, this strategy can help them maintain a more localized image for each of their stores. 
To enable this, a custom marketplace system was developed based on the Magento platform. An intuitive vendor portal was designed and developed, allowing artists to upload their artwork, along with its description, tags and price, while also being able to track inventory and sales. Finally, a payments system was developed that enables the sellers to check and receive their payments and commission from the website. 
These artists are given their own pages to display their work, allowing customers to search by particular artists amongst other categories. Meanwhile, customers are able to log-in and make their purchases in a secure ecommerce environment.

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Improve Customer Experience

To help customers envision the finished products realistically, a system was developed to manipulates images into different styles to reflect the different printing materials by bringing these images into Cloudinary- an image manipulation service. After this process, the images are uploaded onto the website, allowing customers to have a better visualization of the product they want to purchase. 
Eway, an intuitive payment gateway, was easily connected with the website providing customers with a variety of payment methods. Algolia Search was also used, favored for its speed and personalization capabilities. Their detailed suggestive search functionality also allowed for customers to easily find similar artworks with similar themes and titles. Mailchimp was integrated to help setup an automated email system for sending promotional campaigns, connecting with customers who abandon their cart, amongst other things.

Key Business Benefits

Going Forward

In the future, Wall Art Prints will be launching to more countries, as well as migrating their Australian website into the new Magento Commerce platform. SmartOSC continues to provide support for Wall Art Prints to help maintain high quality experience for customers.