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Embroidery Designs: A Scalable Multi-Vendor B2C Marketplace with 1.5M+ SKUs 

Discover how Embroidery Designs grew from a niche embroidery website into a high-performance B2C marketplace — powered by Virto Commerce.
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Embroidery Designs in Numbers

1.5M+
products listed
5
storefronts on one platform
80+
third-party vendors onboarded
7+
years of continuous growth on Virto

The Challenge 

Embroidery Designs is a U.S.-based ecommerce platform that sells digital embroidery designs, crafting patterns, machines, software, and supplies to hobbyists and small businesses.  

They were running on the legacy Microsoft Commerce Server, which reached end-of-life in 2017. The platform couldn't handle peak sales traffic, lacked flexibility for embroidery-specific workflows, and was built on an outdated frontend framework. 

With growing catalog size, multiple storefronts, and plans to expand into physical products, subscriptions, and partner-driven sales, the business needed a modern, modular ecommerce foundation that would support both scale and specialization.

Discover How Embroidery Designs Replatformed and Scaled with Virto Commerce! 

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The Solution 

Embroidery Designs selected Virto Commerce for its flexibility, self-hosting capabilities, and full customizability. The new platform was tailored for digital and physical goods, multi-tenant operations, and developer control.   

Key solution features:

✔️ Modular, headless architecture with 40+ customized platform modules

✔️ Support for 5 distinct storefronts, including owned brands and acquired competitors

✔️ Elasticsearch-powered catalog navigation across 1.5M+ SKUs

✔️ Infrastructure scaling for flash sales and seasonal traffic peaks

The Result

A Future-Ready Marketplace That’s Built to Grow 

  • ✔️Performance at Scale 
  • ✔️Flash sales with 90% discounts no longer cause downtime or slowness. Page load speeds improved through caching and backend optimization. 
  • ✔️Faster Product Launches 
  • ✔️The team continues to ship features at the same pace as year 1, thanks to a modular architecture that avoids bottlenecks. 
  • ✔️Seamless Vendor Management 
  • ✔️Third-party contributors manage their own catalogs and assets within the same multi-tenant system, reducing admin overhead. 
  • ✔️Total Developer Control 
  • ✔️With full access to code and architecture, Embroidery Designs' team runs and evolves the platform independently, earning high NPS scores internally.
Virto Commerce for Bosch Case Studies

A Few Words From Our Client

With other platforms, you often have to give up your core features to migrate.
With Virto, we didn’t have to compromise.

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Chetan Ramachandra, eCommerce Application Development Director
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See how Embroidery Designs and Virto Commerce built a highly customized, scalable marketplace for digital and physical goods. 

 

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