Case Study: Afour (custom footwear maker) achieves global online sales of custom handmade footwear with Ecwid

How to Sell Custom Footwear Online

AFOUR is a handmade custom footwear studio founded by Vladimir Grigoriev that needed to move from slow, bespoke order-taking to a scalable online business without a big development budget. The challenge was to offer a realistic shoe constructor, simplify and automate ordering and payments, and build a customer database for bespoke and ready-made models. To do this AFOUR turned to Ecwid, using Ecwid’s e‑commerce widget/online store (paid plan) to publish a product catalog and automate payments.

Ecwid provided a customizable, supported storefront with integrations (Mailchimp, Business Insights and other apps) that let AFOUR automate payments, manage a loyalty database, and present realistic product configurators. With Ecwid’s platform AFOUR streamlined remote fittings and order workflows, supported international shipping, and scaled sales—about 270 pairs last season (60% exclusive, 40% ready‑made) with roughly 30% repeat customers—while improving marketing and order-management efficiency.

AFOUR

Vladimir Grigoriev

Owner