Darty: Shopify e‑commerce for electronics and appliances

High‑performance e‑commerce focused on automation, scalability and user experience

Client: Darty
Technology: Shopify
Services: E‑commerce engineering; Design; UX/UI; Integrations; Migration; Campaign automation

Darty is one of the leading European retail brands specialising in consumer electronics and home appliances, and is part of the FNAC Darty group. In Portugal, the brand emerged following the transition from MediaMarkt, adopting a new positioning and identity, with a strong focus on digital as a strategic pillar of its operations.

Darty’s entry into the Portuguese market required an e‑commerce platform capable of supporting this transformation, ensuring operational continuity, technological robustness, and a shopping experience aligned with the brand’s international standards.

The challenge

The challenge was to create a modern, scalable, user‑centred platform, designed to handle high traffic volumes, large‑scale campaigns, and critical periods in the retail calendar.

Already using Shopify, Darty was looking for a technology partner capable of restructuring the entire solution, integrating advanced automation, a robust architecture, and a storefront built from scratch.

Darty Black Friday campaign: the store on a phone and on desktop, over a red background with Darty Finds stickers

The solution

Skrey fully developed Darty’s new e‑commerce platform in Portugal, built on Shopify. The project combined digital engineering, automation, and user‑centred design to create a solution focused on performance, conversion, and sustainable growth.

Darty store on a phone held in hand and on desktop in dark mode, with the Favourites of the day banner

Design and UI/UX

The new storefront was designed from scratch, fully aligned with Darty’s visual identity, following a mobile‑first approach and best UI/UX practices. The aim was to ensure simple, intuitive, and smooth navigation, with a fast and efficient checkout process.

Throughout development, care was taken to ensure the user experience did not compromise the platform’s technical performance, resulting in a fast, responsive e‑commerce site capable of handling high traffic volumes.

Darty Drop page on desktop in light and dark mode, with product cards and campaign banners

Architecture and engineering

The data integration was built from the ground up, with a modular, elastic, and resilient architecture ensuring scalability, stability, and security.

Skrey performed a complete data migration, including customers, orders, and transactional history, guaranteeing full operational continuity during the brand transition and preserving the integrity of all information.

This technological foundation created a platform ready to grow and respond efficiently to traffic peaks and transaction surges.

Darty home page on desktop with the Windows Week campaign, up to -35%

Automation and campaigns

A key highlight of the project was the development of a fully custom campaign system. Skrey created a scheduled campaigns module that allows Darty to activate content automatically at predefined dates and times, without manual intervention from operational teams.

This system significantly improves efficiency, ensures consistency in brand communications, and enables campaigns to scale quickly and securely, leveraging automation as a growth engine.

Two Darty campaign pages on desktop, with the Darty Drop banner and product grids

Results

The robustness of the solution was demonstrated during high‑demand periods such as Black Friday and Cyber Monday, where Darty’s e‑commerce handled significant traffic and transaction peaks without any downtime, a critical success factor in the digital retail context.

The new e‑commerce platform strengthens Darty’s digital presence in Portugal, delivering a solid, automated platform ready to scale, and providing an exceptional shopping experience for its customers.

Migrating to a new e‑commerce platform is a huge challenge, requiring a combination of precision and quality. Skrey’s expertise and support throughout the process were crucial, not only to give the Darty team confidence, but also to ensure a successful launch of the new site.

Tiago Xardoné Figueirôa, Director of e-Commerce, Ticketing & Logistics, FNAC Darty Portugal

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