How Moriyama Rebuilt Girlguiding's Online Shop

Girlguiding's shop sells uniforms, badges, gifts and equipment to parents, volunteers and groups, and earns vital revenue for the charity. Moriyama built it on Ucommerce and Umbraco and has kept developing it since launch.

Moriyama for Girlguiding

Girlguiding

Client: Girlguiding
Agency: Moriyama, part of Cohaesus
Type of work: eCommerce, Integration & data
Sector: Public Sector & Charities
Scope: Discovery, UX design, Ucommerce, Umbraco, warehouse and finance integration, Stripe migration, ongoing support

Girlguiding is the UK's leading charity for girls and young women, backed by a large national membership and volunteer network. Its shop is an important source of revenue. As part of a major programme relaunch, Girlguiding needed an ecommerce platform that could serve both its charitable mission and its retail operation.

The Challenge

The shop had to serve parents, guardians, volunteers, regional leaders and groups, each with different needs and ways of buying. It had to connect with bespoke warehouse and finance systems, carry a wide product catalogue and stay reliable through peak trading. It also had to be secure, easy to manage and true to the Girlguiding brand.

The Approach

Discovery. Moriyama mapped the needs of B2C customers and B2B group buyers, reviewed the integration requirements and defined the platform's performance, scale and security needs.

Design. Working from Girlguiding's agreed visual direction, the team made browsing, buying and account-based ordering easier, with simpler journeys for volunteers and group leaders who place larger or more complex orders.

Build. Moriyama built the shop with Ucommerce on Umbraco, with separate B2C and B2B experiences, account-based purchasing, group-order tools and connections to Girlguiding's warehouse and operational systems.

A move to Stripe. Moriyama moved the shop from its existing payment provider to Stripe, keeping the connections needed for order management, finance, refunds and reconciliation. The team mapped the payment journey, defined how Stripe would connect with NetSuite, supported user acceptance testing and managed the cutover. The planned downtime passed without critical incidents, and no issues stopping customers from paying were reported after release.

The uniform relaunch. Ahead of Girlguiding's biggest uniform relaunch in more than 30 years, the new and previous ranges had to sit side by side. Moriyama reorganised product information, added flexible labels and improved search so the new range appeared more prominently, then supported the shop through go-live.

The Outcome

The shop now supports more than 40,000 members and is a key part of the charity's digital infrastructure. The uniform launch was followed by a record-breaking month of shop sales, and uniform sales have grown 81%. The platform earns revenue for Girlguiding's mission, streamlines ordering at national and local levels, and gives the charity an ecommerce foundation that can grow with it.