Ecommerce, direct-to-consumer · Owned and operated by Anvil

A direct-to-consumer store we built, own, and run

Client: ANVIL Floor Systems (an Anvil business)
Sector: Ecommerce, direct-to-consumer
Year: 2026

See it firstupload one photo, preview real finishes on your own floor

24 finishestwo media, sized to any slab, everything in one box

No platform feeour own commerce engine, no per-sale cut to a SaaS

The challenge

A garage floor coating is a considered purchase with one question behind it: what will it look like on my floor? Off-the-shelf storefronts answer with a swatch grid and a cart, and the kit sizing, overage, freight and safety paperwork that make the product deliverable are bolted on as plugins that stop agreeing with each other. We wanted a store that answered the real question and priced the real kit, and we did not want to pay a platform a percentage of every sale for the privilege.

How we thought about it

We built the store the way we build for clients: the buying flow first, the engine underneath it second. The flow is three steps a homeowner already understands: upload a photo, try the finishes, build the kit. Underneath, nothing is looked up. A kit is arithmetic over coverage rates and film build, so any floor size prices correctly and the cart discloses exactly what arrives in the box. Because we run it ourselves, every rough edge a customer feels is one we feel first.

What we built

The visualizer

One photo from a phone, no app, no account. Real finish blends rendered onto the customer’s own garage, side by side, before they buy.

Kits priced from the slab

Dimensions in, a sized kit out, overage included, everything needed in one shipment. Pricing is computed from coverage, never maintained in a matrix.

Our own commerce engine

Cart, checkout, tax, payments, order records, fulfilment state, documents and the back office, written by Anvil on WordPress. No WooCommerce, no per-sale platform fee.

Built to be found and to stay fast

Per-page performance budgets enforced at build time, structured data, and a plain-text install guide customers can hand to an AI assistant. Hosted and operated by us.

Capabilities demonstrated

Direct-to-consumer storefrontCustom commerce engineImage pipeline and visualizerConfigured pricingProduction operations

The result

anvilfloors.com is the proof behind our ecommerce work: a store that sells a considered product to homeowners nationwide, on an engine we own end to end, with no platform taking a cut. It runs every day on the same discipline we bring to client builds, and it brought us our next ecommerce client.

A three-step buying flow that shows a customer their own garage finished before they spend a dollar, which is the question every floor-coating buyer actually has.
Kit pricing that is correct at any floor size because it is computed from coverage and film build, with the cart disclosing exactly what ships.
A complete commerce engine, cart to back office, owned outright, so the store scales without a platform fee growing with it.
Operated by Anvil in production: hosting, monitoring, backups, deliverability and search visibility handled, which is the same package a client store gets.

Built with

Platforms, Portals & Marketplaces Custom Software & Internal Platforms Data, Reporting & Visibility

All work