Fumex

Fumex serves a complex industrial market with approximately sixteen machine models, more than fifty filter sets and a growing range of accessories.

Each product category requires a different buying journey. Machines require consultation and qualification, while filters and accessories can be purchased directly. As the private-equity-owned company expanded, it needed a commerce platform engineered for this product mix rather than a traditional brochure website with a cart attached.

A broad catalog of machines, filter sets and accessories required more than a traditional ecommerce template.

The new experience helps buyers move naturally between research, product discovery, direct purchase and quote requests, while giving the business the flexibility to support different sales models within one cohesive storefront.

The previous experience accepted orders, but created friction behind the scenes.

Orders required manual re-entry into Sage 100, product and customer data remained disconnected, and repeat-purchase filters were limited to one-time transactions. At the same time, sales teams were pulled into routine requests that could have been handled through a stronger self-service experience.

One Connected Experience, Not a Patchwork of Tools

Instead of layering ecommerce onto an aging WordPress setup, the entire digital experience was brought into Shopify Plus.

Content, product discovery, checkout and ERP connectivity now operate within one scalable system, creating a cleaner experience for customers and a more manageable technology stack for the business.

The new homepage replaces a static, information-heavy experience with a product-led journey designed around clear next steps.

Customers can move directly into machines, filters, accessories or quote requests, while the internal marketing team can launch and rearrange content without waiting on development support. The UX is clearer, and the business gains greater speed and control.

Different products require different buying behaviours, so the storefront was designed around three distinct commerce journeys.

High-value equipment leads into a qualified quote process, transactional filters support direct purchase and replacement filter sets enable recurring subscriptions. This reduces buyer confusion while allowing the business to monetize each product category in the way that makes the most commercial sense.

The generic contact form was replaced with a structured, mobile-first quote experience.

By capturing customer type, industry, region and application needs upfront, the form reduces friction for the buyer and gives sales cleaner, more actionable information. The result is faster routing, stronger qualification and a more professional first step into the sales process.

Consumable filters are no longer treated as isolated one-time orders.

The redesigned product experience combines clear pricing, quantity controls, direct checkout and Subscribe & Save functionality. Customers gain convenience and continuity, while the business creates a more predictable repeat-revenue stream.