Liverpool FC


With over 500 million fans around the world, Liverpool Football Club is not only one of sport’s biggest names; it is a global retailer.

With that comes the weight of expectation - a far from uncommon challenge for football clubs - but one we were ready to help the club meet. Working closely with LFC’s in-house team, we developed a new online retail store that could stand toe-to-toe with the world's best e-commerce experiences. This award-winning platform meets the needs of fans wherever they are, however they choose to shop.



The LFC online store receives tens of thousands of visits every day from customers all over the world.

The club recognised the importance of modernising its retail offering for its users. Mobile and tablets had begun to account for more than 40% of the traffic the store was receiving, so our primary challenge was to provide an enhanced user experience for fans - particularly those shopping on-the-go.


In-depth research gave us a better understanding of the challenge along with a comprehensive view of club’s retail performance.

We compared performance against the online retail stores of other Premier League clubs and identified where LFC was missing out. It became clear that there were a number of missed opportunities to drive additional traffic to the LFC store from the official site. This was something that needed to be addressed and helped in the development of our approach.

In addition, we are continually working to optimise conversion via multivariate testing to understand customer journeys, the sales funnel and any checkout inefficiencies. 

Catherine Rigby

“Our insights informed our approach to the design, development, customer journeys, audience acquisition and conversion rates.”

Catherine Rigby Head of Planning


We helped LFC become the first football club in the world to have a fully responsive e-commerce offering.

But that was only the beginning of the transformation. As well as creating a site that users loved to use across any device, we had to get the look-and-feel just right. That meant working closely with the club and within its official brand guidelines.

We opted for a high impact, image-led design embracing its corporate colours of red, white, black and gold. Our focus was to draw the user in and encourage further exploration. Plus, for easy page replication, the entire design is based on gridded blocks and banners.

Ant Clark

“The benefit of our approach is that users are able to discover the hundreds of products available in only a few clicks.”

Ant Clark Head Designer
lfc_home copy.jpg

More than 200 features were outlined within the brief.

Magento Enterprise provided most of them out of the box, making it the perfect solution for the club. It provided the club with new opportunities for personalised content and offers; product personalisation (such as the new HTML5 Kit Builder); single sign-on across the store and official LFC website; multi-currency functionality; and a scalable hosting. Plus, to fulfil the club’s ambition to make ordering and receiving products as seamless a task a possible, it provided fully integrated ‘click and collect’ functionality.

In addition, with its order management system stretching across its online and physical stores, we integrated Pro Logic CIMS to allow LFC to manage product and order information in one central location.

Alec Woolford

“Magento’s powerful functionality is quickly becoming the driving force between simply showcasing products and encouraging higher conversion rates across the platform.”

Alec Woolford Operations Director
Pablo Solar Vilariño

“Deep integration with third-party applications, including Pro Logic CIMS, means that the LFC team are afforded an all-in-one solution for managing stock and order information.”

Pablo Solar Vilariño Senior Developer
Pablo Solar Vilariño


Since launch, the site has generated a 37% increase in conversions.

The Liverpool FC online store provides fans with a modern, fully responsive shopping experience that has set the benchmark for other football clubs around the world. Whilst the club has a flexible, scalable platform that supports its commercial ambitions.

Future phases of development will see enhanced personalisation techniques being incorporated across the platform, used to improve the user experience on offer and increase onsite conversions. Multiple testing plans have already been put in place, while ongoing optimisation will continue to form a key part of the ongoing strategy.

"The site is packed with great new user-friendly features, and provides a speedy and reliable shopping experience for the LFC fan. We now have a flexible platform we can continue to enhance to the highest standards of e-commerce best practice. The proof is in the results, having significantly improved our conversion rate."
Dave Gorman, E-commerce Manager Liverpool Football Club
Everton A fan-first digital offering
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