A Webflow product catalog – updated without technical help
Client: Sunny Family
Industry: Food Industry / FoodTech
Product Catalog
We design product catalogs that help customers quickly find the right product, variant or parameter. From simple catalogs managed by the client's team to large databases with tens of thousands of records and ERP or PIM integration.
Companies that trusted us
The basics
An online product catalog instead of PDFs and spreadsheets
A product catalog is a structured presentation of your product range for companies that sell through sales reps, distributors or requests for quotes. It replaces the PDF that's out of date the day it's sent and the spreadsheet nobody wants to open on a phone.
It makes sense where customers need to find a specific product among many similar ones: wholesalers, parts manufacturers, companies with extensive technical specifications. The key is search and filtering by parameters, because B2B customers come with a specific dimension or part number. A catalog isn't a stripped-down store. It's a separate tool: it shows parameters and availability, and closes the sale with a request for quote, contact with a sales rep or a specification export. If you know from the start that you need online payment and order handling, you need an online store, not a catalog. If the problem lies in the data rather than the presentation — parameters and descriptions scattered between spreadsheets and supplier files — start with a PIM system. A catalog will show exactly what it's given.
See the product catalogues we built for clients
A subscription-based database of 40,000 construction projects
Client: PolandBuild
Industry: Construction / ConTech
Dr Marcus – a website with a product catalog
Client: Dr Marcus
Industry: Automotive / Mobility
„Boring Owl always looked for the best solution within our budget. The store is fast, our customers are happy — and so are we.”
Anonymous — Executive, Castellani
Review from Clutch
How we work
How a catalog is built and where it gets its data
We start with structure: how do customers search? By category, by parameter, by part number or by application? Based on that, we design the category structure, filters and search. Then we connect data from the ERP, PIM, CMS or files and design the product pages. We also decide what users can do once they find the right item — send an inquiry, download a datasheet, contact a sales rep or add the product to a list.
On your side are the product data and the decision on which parameters can be filtered. On our side are the structure, search, integration and deployment.
Decisions
Decisions that determine whether customers find what they're looking for
Filters. It's better to design a few filters based on complete data than a dozen or so that return incomplete results.
Prices. In a B2B catalog, they can be public, visible after logging in or completely hidden. It all depends on the sales model and the company's pricing policy.
What happens after the product is found. Every product page should clearly lead users on — to a request for quote, contact, documentation or a product list.
What not to do. Don't copy the structure of a PDF one to one; paper and search follow different rules. Don't hide availability if you know it. And don't add a cart without deciding on the whole sales process — at that point, it's a store.
Scope
From a simple catalog to a database with tens of thousands of records
The scale and the way the catalog is updated determine the technology, not the other way around. The Sunny Family catalog runs on Webflow because the client's team was meant to manage it on its own, without technical help. The Dr Marcus catalog was built on Strapi CMS because the international brand needed control over the structure and language versions. PolandBuild's database of 40,000 construction projects required its own search engine, a subscription model and a level of performance that off-the-shelf tools can't provide.
B2B sales add a layer you can't see from the outside: prices visible only after logging in, price lists and discounts assigned to each customer, company accounts with multiple users, a request for quote instead of a cart, exporting specifications to a file and repeating a previous order with one click.
Data structure
Attributes, variants and filtering that lead to the product
An effective catalog starts with well-planned categories, attributes and product variants. We design them so that users can narrow down results quickly and the team can manage the offer easily. At PolandBuild, filters by location, stage and project size were key. Their logic shaped the data structure of the entire catalog.
From the start, we also plan data import and updates — from the ERP, PIM, CMS or spreadsheets — along with mechanisms that reduce errors and duplicates.Visibility
Product pages that work in search
Every product page is a potential entry point from Google: structured data, descriptions written for real search queries, correct pagination and canonical tags for variants. In large catalogs, this is the main source of traffic — tens of thousands of product pages support the visibility of the whole site, as long as they're technically clean. At the same time, the catalog can support sales: showing prices after login, customer-specific price lists, technical documentation, product lists for quote requests or data export to PDF.
Analyzing internal searches also shows what customers are looking for and not finding. That's valuable information for both the sales team and the people managing the product range.
Related services
Web Development
We design and build custom web applications - from an MVP that lets you quickly validate an idea to large platforms and systems developed over years. We build both the front end and the backend, APIs, databases, admin panels and integrations with external systems. We work with Next.js, React, Node.js, NestJS, Python, PostgreSQL and MongoDB, among others. We create solutions tailored to a specific business process: SaaS applications, internal systems, sales platforms, websites, marketplaces and CMS systems.
Learn moreSEO / GEO
We help increase website visibility in Google and in AI-generated answers. We combine technical SEO, content optimization and work on the site structure. We start with an audit and turn the most important recommendations into concrete changes in the code.
Learn moreUX/UI Design
We design UX/UI for web and mobile applications and B2B systems - from analyzing user needs and early wireframes to the finished interface and a design system in Figma. We don't design screens in isolation from the product. We look at user journeys, analytics data and technical constraints to create a solution that's easy to use and can be built efficiently. After the product launches, we can come back to heatmaps, session recordings, analytics and user interviews, so that the next changes are driven by data, not assumptions.
Learn moreFAQ
Questions we hear before building a catalog
- It's a service that presents products, their variants, specifications, availability and documentation in an organized way. Unlike a traditional store, it doesn't have to support direct purchase — it can instead lead to a quote request or contact with a salesperson.
- If a customer can independently select a product, see the price, pay and place an order, a store is usually the better solution. A catalog works well when selling requires a quote, negotiation, product configuration or contact with a salesperson.
- Mainly the number of products and variants, the scope of filtering, the quality of the data and the integrations required. It also matters whether the catalog uses an existing CMS or needs a custom solution.
- Yes. The catalog can pull product data, prices, availability and documentation from an ERP or PIM, among other things. The scope of integration depends on the system's capabilities and which source should be authoritative for which data.
- Yes. We can build the catalog so the team manages the offering in a CMS themselves, or so data updates automatically from an ERP, PIM or another source.
- Yes. Well-structured categories and product pages can generate search traffic for queries related to specific products, models and specifications. That's why SEO is worth considering from the catalog structure design stage.
- With a properly designed data structure — tens of thousands of entries. The limiting factor is rarely the number of records; the bottleneck tends to be filtering across many parameters at once, and whether the data is clean enough for the filters to work on. For large catalogs we run search on a dedicated engine rather than database queries.
- Yes — with the Dr Marcus catalog, multilingual versions were one of the reasons a custom CMS was built. It's worth planning for this in the data model: which fields get translated, which stay shared (symbols, technical specs) and which differ between markets. Adding multilingual support to an existing catalog is significantly more expensive than designing it from the start.
