Allbirds eCommerce Success Story (2)
Miguel Nicolás
21/10/2025
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The Allbirds eCommerce success story has much more to tell. Analyze its website and product in depth with us.
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Surely you already read the first part of the Allbirds eCommerce success story on our blog. But, if you have not done it yet, I encourage you to take a look: you will better understand who they are and how they managed to position themselves as a sustainable, functional, and efficient alternative to the world’s major sports footwear brands.Now then, if you prefer to get straight to the point and analyze their online store —which is exactly what we will do next— you can also do that. That said, you will be missing a bit of context... and it’ is really worth it!In this post, we are going to devote all our attention to their website. Why? Because Allbirds not only does things well, but does them differently. And that deserves a deeper look than just a quick overview.So keep reading, because you are going to discover plenty of ideas and inspiration that you can apply to your own online store.
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Allbirds’ Online Store
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This analysis of Allbirds’ eCommerce will not be a technical audit.Instead of reviewing every category or function, we will focus on the aspects that really stand out: those that define their personality and mark their true differentiating value.
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INSIGHT: some of these highlighted elements on the page, as you can see, are closely linked to the nature of the product. It is important that your online store “breathes” brand, values, mission, and vision, materializing it in the very product you sell to your target audience.
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Product Page
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We start here for two reasons: because their product page is one of the best you will find in this segment, and because, if I could only optimize one type of page in my eCommerce, I assure you I would choose the product pages. That is how important I think they are.
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In the case of Allbirds, we are facing a curious case. Most stores follow a very similar layout: photos and videos on the left, description on the right, and purchase button and, in many cases, reviews or opinions below these elements.
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INSIGHT: a design, like Allbirds’, that is more groundbreaking, will help you stand out from your competition. But if you do it, make sure it remains functional and favors user experience.
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Let’s see what stands out about these product pages:
- Hero images, in a carousel and spanning the full width of the page. In a product characterized by having a particularly attractive design, as well as unusual materials, it seems a winning move to give it prominence.
- Color/finish selector: this one is especially effective. Notice how it “floats” above the shoes and how it invites you to click on each one. I also like that it allows filtering between classics and limited editions.
- Minimal and functional description in which even the price seems a minor issue. It gives more relevance to the type of quality product you are going to purchase and its advantages.
- The detail section is a marvel. It is not limited to three boring paragraphs talking about materials and shoe care. It is capable of including, almost as if it were a blog or a social network, attractive and inspirational content. Here the carefully curated images with product usage context stand out.
- They do not talk about advantages; they exemplify and show them. For example: they could say the shoes are lightweight, but it is more visual to put two sneakers on a scale and show it against the competition.
- Authority, you can see that sometimes they include quotes from their designers or other team members in quotation marks on the pages.
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INSIGHT: Allbirds has managed to interpret something as important as the paradigm shift in user purchasing behavior. Until very recently, customers went to Google and searched for attributes or features, but now they want content that develops the proposal. In some way, Allbirds has followed the same path as Amazon with its product pages — originally very basic, but now greatly enriched with complementary content.
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Menu and Categories
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In this aspect, I also think Allbirds stands out. Apparently, the menu looks minimalist, sparse… but there’s much more behind it than what appears at first glance.Many clothing stores tend to create huge menus full of categories and subcategories, which ends up intimidating the user, who often ends up somewhat disoriented.But Allbirds only has three items: men, women, and sales. Then more options open up, again three; shoes, socks, and apparel, and, somewhat redundantly, sales.
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INSIGHT: carefully designing menu navigation helps us to split the information and makes moving through the menus more pleasant.
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At this point, the number of options expands greatly and does so based on:
- Attributes: price (under $100), waterproofing, colors…
- Subcategory: sneakers, boots, hiking footwear, house shoes…
- Best sellers and models: the favorites of their customers. This allows including the product name, something some users will actually search for.
- Complementary products: perfect for increasing the average ticket, using cross-selling.
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INSIGHT: organizing products by purchase intent is much more organic than doing so only by type or category. By the way, I also like the use of images they make here, reinforcing the idea of a “visual store.”
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Checkout
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This section is not the most revolutionary, but you do not always have to reinvent the wheel. Besides, in their checkout, there are a couple of things that I find noteworthy.
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In the image you can see, for example:
- That the cart integrates on a side, so you do not completely leave the navigation; you do not lose the feeling of shopping.
- The progress bar showing how much you need to reach free shipping.
- The recommended complementary products, which help us achieve the free shipping goal (and increase the average ticket).
- It allows adding a personalized note in case of sending a gift and, another interesting and rarely seen thing, using packaging without a logo to keep the surprise.
- “Express checkout” buttons that allow us to pay directly, for example, with Paypal, largely eliminating the registration and data entry process.
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INSIGHT: making things easy and providing an extra level of trust, especially at the moment of purchase, is a very good way to improve conversion.
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This post could be much longer, but in reality, I think it’s better for you to dive into the page and browse through all its corners, you will find little gems.For example: I love how they manage gift cards for individuals and companies (sustainable, of course), the combination of live chat with a knowledge base to answer frequently asked questions, the code-free promotions in a floating tab… everything is very well thought out.
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Do you want to know how they manage their online marketing? We are telling you about it in the last post of the Allbirds eCommerce success story.