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Home · Success stories · Krafstyle

Success storyE-commerceLagos

Selling watches
on trust.

Krafstyle is a Lagos store for men’s watches and accessories. Its website had to make a brand-new store feel safe to buy from, in a market full of look-alike listings.

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Client
Krafstyle
Sells
Men’s watches and accessories
Market
Lagos, delivering nationwide and to diaspora gift buyers
What we did
Brand direction · Online store · Payments and delivery · Tracking and cart recovery · Search and ads setup
krafstyle.com
Krafstyle homepage on desktop
Krafstyle homepage on a phone

The business

A new brand in
a crowded feed.

Men’s watches are sold everywhere in Lagos: Instagram pages, WhatsApp status updates, market stalls. Most listings look the same, and buyers have learnt to be careful. A new store has no reviews to lean on and no shop front people can walk into.

Krafstyle chose to launch lean. Watches first, with accessories, gift sets and footwear to follow once the first line proved itself. So the website had to sell a short, chosen edit well, instead of hiding behind hundreds of products.

And because every naira of ad spend would count, the store had to be able to measure itself from the first visit, and win back the shoppers who leave without paying.

The hard part

Three problems to solve.

Each one shaped a specific part of the store.

01

Trust before the first order

No track record yet. The site had to answer “is this real?” before a buyer even asked it.

02

Choosing is harder than paying

Most men don’t shop by model number. They shop for an occasion and a budget, and they want a second opinion.

03

Buyers at home and abroad

Some customers buy for themselves in Lagos. Others send a gift from the UK or US to someone in Nigeria.

What shoppers see

Built around how
men actually buy.

Every feature answers one of the three problems: trust, choice, or where the buyer lives.

A Krafstyle product page on a phone, showing styles, Add to bag and delivery details
Shop by momentEveryday, Office, Evening and Gift sets. A buyer starts from where he’ll wear the watch, not from a catalogue.Choice
Shop by budgetUnder ₦30,000, ₦30,000 to ₦50,000, and ₦50,000 and above, so nobody falls in love with a watch he can’t afford.Choice
Trust on every pageFree delivery in Lagos, pay on delivery, and every piece checked before dispatch, stated plainly.Trust
WhatsApp stylingSend a budget, wrist size and occasion. A person replies with three options and real photos of each watch.Trust and choice
Instant answers, then a humanA help bubble answers common questions on the spot (delivery, payment, sizing) and hands over to WhatsApp when a person is needed.Trust
Pay the way Nigerians payCard, bank transfer or USSD through Paystack. Pay on delivery in Lagos, with fixed interstate fees shown at checkout.Trust
Three currenciesPrices in naira, dollars and pounds, even after a shopper picks a style, so diaspora gift buyers know exactly what they’re paying.Home and abroad
Global Edit pre-orderImported pieces priced with customs and international delivery already included, rounded to clean figures. No surprise fees at the door.Home and abroad
01

Brand direction

Dark photography, a serif headline and plenty of space. Premium, without looking like every other watch page.

02

Store build

WooCommerce on a clean rebuild, with every price, style and currency kept in step as shoppers browse.

03

Delivery rules

Free Lagos delivery built into prices, fixed interstate fees by region, paid at checkout.

04

Tracking before traffic

Measurement and cart recovery switched on before a single naira was spent on ads.

Behind the scenes

The work most
designers skip.

A nice-looking store is the start. These are the parts that decide whether it actually sells, and whether you can tell why.

Abandoned carts

Many sales are lost after “Add to bag”.

Shoppers add a watch and leave: the network drops, a card payment fails, or they decide to think about it. Without recovery, that sale is simply gone. Nobody even knows it nearly happened.

First, we fixed the bag itself. The site’s speed cache was showing some shoppers an old bag, so item counts only caught up after a reload. A shopper who doesn’t trust the bag doesn’t pay. The bag now always shows live data.

  1. 30 minutesA bag is left without an order
  2. Reminder emailBranded, from Krafstyle, showing the exact items, styles and prices
  3. 5% off, 48 hoursA one-time code to nudge the decision, which expires on its own
  4. Back to checkoutOne tap returns the shopper to the same bag. Recovered sales are reported to the owner
GTM

Tracking you can trust

Google Tag Manager with full e-commerce events, GA4 for visits and sales, and the Meta pixel. Every product view, add to bag and purchase is recorded.

SEO

Found on Google

Google Search Console set up, product data with brand and model numbers, FAQ and Lagos shipping details marked up for search, plus an Answers page and blog for the questions men actually type.

ADS

Ready to advertise

Products synced to Google Merchant Center and a Meta product catalogue, so ads can show the real watch, price and stock.

SPEED

Fast, and still correct

Self-hosted fonts and caching fixes, so the site loads quickly on Nigerian networks without breaking the bag, the currency switcher or the price shown for each style.

Where it stands

Just getting started.

Ads have only just launched. Because tracking came first, every visit, bag and order from the first ad is being measured. We’ll update this story with real numbers, not guesses.

LiveStore open and taking orders, Lagos and nationwide
MeasuredGA4, Tag Manager, Search Console and Meta pixel in place before launch
ProtectedCart recovery running on every abandoned bag
NextFirst ad results, published here when they’re in

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