PELLMARO
The storefront for a Moroccan leather-goods maison — custom Shopify theme development, a product architecture spanning clogs and sandals, and a checkout built around how Morocco actually buys.
ORGANIZATION
PELLMARO — LEATHER GOODS, MOROCCO
PERIOD
2026 — PRESENT
ROLE
SHOPIFY BUILD & THEME DEVELOPMENT — SOLO
STACK
SHOPIFY · LIQUID · CSS · JAVASCRIPT
01 — THE BRIEF
Pellmaro makes premium leather footwear in Morocco — Nomade clogs, Atlas sandals, Oasis textile sandals — the kind of product that sells on craft and materials. Craft that a customer can't hold has to be carried entirely by the storefront.
The mission: build that storefront on the client's chosen platform and make it sell nationwide — catalog structure, theme, and a purchase path suited to a market where trust is earned before payment, not after.
02 — OPERATING CONSTRAINTS
- Shopify was the client's platform — the build had to deliver inside it, not around it.
- Cash on delivery is how Morocco buys online; it had to be a first-class path, not a fallback.
- Nationwide delivery to customers who will never see the product before it arrives.
- Footwear returns are driven by sizing — fit and exchange terms had to be answered before checkout, not after.
- French-language market, single locale — no translation layer to hide behind.
- Traffic arrives from Instagram, TikTok, and WhatsApp — mobile-first is the default case, not the edge case.
03 — SYSTEM STRUCTURE
SHOPIFY STOREFRONT
The client's platform — commerce, orders, and inventory left to infrastructure that already solves them.
CUSTOM THEME
Liquid, CSS, and JavaScript shaping the maison's identity — the layer where a leather-goods brand either reads premium or doesn't.
PRODUCT ARCHITECTURE
Collections across clogs and sandals, segmented men / women / unisex, with size selection on every line.
COD + DELIVERY FLOW
Cash on delivery and nationwide shipping surfaced as headline terms, not buried in policy pages.
TRUST LAYER
House story, customer-review carousel, and an FAQ answering sizing, shipping, and payment before they become objections.
SOCIAL → WHATSAPP FUNNEL
Instagram, TikTok, and Facebook feed the store; WhatsApp closes the questions a product page can't.
04 — KEY DECISIONS
DECISION 01
Put the effort into the storefront, not the plumbing
The platform was fixed, so the leverage sat entirely in theme, catalog structure, and funnel. Rebuilding checkout would have burned the budget on a solved problem.
DECISION 02
Treat cash on delivery as the primary path
Card-first checkouts lose Moroccan customers outright. COD is designed in as the headline term because it's how the market actually converts.
DECISION 03
Answer sizing before the cart, not after
Fit is the single biggest driver of footwear returns. Size guidance and a clear exchange policy up front cost less than the returns they prevent.
DECISION 04
Build for a customer arriving from a phone
The traffic comes from Instagram and TikTok. The storefront is designed for that arrival, with WhatsApp as the fastest route from question to order.
05 — OUTCOME
A Moroccan atelier's craft became a storefront that sells nationwide — live, public, and open to click through.
- · Client work, shipped and in production — open the store and judge it directly.
- · The commerce entry in this file: same discipline as the enterprise builds, applied to a purchase decision instead of an internal one.
CROSS-EXAMINATION
The full walkthrough — code, schema, trade-offs — happens live. Fifteen minutes, no slides.
NEXT EXHIBIT
AMOS →