Case Study: Tom Dixon achieves 315% conversion growth and immersive e-commerce with Adobe Commerce

Tom Dixon needed an e-commerce solution that could visually express the brand while delivering an immersive customer experience

Tom Dixon is a London-based design brand known for distinctive lighting and furniture with showrooms worldwide. To sell furniture online in a way that matched their immersive in-store experience—and to shorten delivery and improve direct customer interaction—they partnered with SOtechnology and selected Adobe Commerce to create a visually driven, D2C e-commerce site that preserved strong brand storytelling while simplifying purchasing.

Using Adobe Commerce and marketplace extensions, the new site organized content into Shop, Spaces, and Stories, optimized product pages with rich imagery and configurators, and made site management easier for the in-house team. The relaunch drove major engagement and conversion gains: bounce rate fell 18.8%, session duration rose 475%, conversions increased 315% (with a 31.5% jump on day one), and year-over-year performance improved dramatically.

Tom Dixon

Mark Purdy

Head of Digital