How We Built TENWAYS Shopify Store

Introduction

In today’s fast-moving digital economy, an eCommerce website is more than a storefront—it is the primary stage on which a brand tells its story, builds trust, and drives long-term growth. For innovative brands like TENWAYS, a fast-growing e-bike company, the website is not only a sales platform but also a crucial touchpoint for communicating values such as sustainability, lightweight engineering, and modern urban mobility.

TENWAYS needed more than a functional online shop. They required a Shopify-powered platform that could showcase their product range, communicate technical details in an accessible way, and build confidence among customers across multiple international markets. More importantly, their online presence had to reflect the sleek design and forward-thinking ethos that defines their e-bikes.

This case study explores how we helped TENWAYS build their Shopify website from the ground up, detailing the process from concept to execution. We’ll cover how we structured the site, designed for conversion, balanced storytelling with technical detail, and ensured the platform could scale as the brand continued to grow. Along the way, we’ll highlight the challenges we faced, the solutions we developed, and the results achieved—showcasing how thoughtful Shopify construction and design can elevate an entire brand.

Understanding the Vision

Before a single page was designed, we spent time immersing ourselves in TENWAYS’ vision and goals. Their mission was clear: to create lightweight, accessible e-bikes that encourage more people to choose sustainable commuting. But their ambitions extended beyond selling bikes—they wanted to lead a movement for greener, smarter urban transportation.

The website had to reflect this mission in several ways:

1. Showcase the Full Product Range
   From lightweight city e-bikes like the CGO600 to cargo solutions such as the LONGTAIL DUO and CARGO ONE, TENWAYS had a diverse catalog. Each product targeted a different audience, and the site had to present them cohesively while allowing visitors to quickly find the bike that fit their lifestyle.
2. Balance Inspiration and Information
   Prospective buyers of e-bikes look for two things: aspirational lifestyle content that inspires confidence in the brand and precise technical details that guide purchase decisions. The website needed to provide both—without overwhelming users.
3. Establish Trust at Scale
   As TENWAYS expanded into international markets, trust and transparency became non-negotiable. Customers needed clear information on service centers, warranty, spare parts, and delivery timelines to feel confident making a significant purchase online.
4. Support Internationalization
   With key markets across Europe, the website needed multi-language and multi-currency capabilities. It had to feel native to German, Dutch, and French customers while maintaining a consistent global identity.

These priorities guided every structural and design decision throughout the build.

Our Approach

1. Building the Foundation on Shopify

Shopify was chosen as the backbone of the TENWAYS site due to its scalability, stability, and ease of customization. Our first step was to establish a strong foundation that could support both the brand’s immediate needs and future growth.

• Homepage as Storytelling Hub
  The homepage was designed to immediately immerse visitors in TENWAYS’ world. Hero banners introduced flagship bikes with bold imagery and clear CTAs, while promotional highlights showcased seasonal offers like “Green Mobility” discounts or free accessories with purchases.
• Clear Product Categorization
  Products were organized into intuitive categories: City E-Bikes, Hybrid E-Bikes, Cargo E-Bikes, and Smart Series. This allowed customers to quickly explore based on need, whether they were commuting daily, hauling family gear, or seeking advanced anti-theft technology.
• Conversion-Driven Architecture
  Every structural element, from sticky navigation to quick-view product previews, was optimized for seamless browsing. Buttons like “Explore More” and “Order Now” were strategically placed to guide users toward action without creating friction.
• Scalability for Growth
  We ensured that new product launches could be easily added without disrupting the design. As TENWAYS releases new models or editions, the architecture allows effortless expansion of product categories and campaigns.

2. Designing for Conversion

While Shopify provided the technical foundation, design brought the TENWAYS story to life. Our approach focused on combining lifestyle storytelling with clear conversion pathways.

• Lifestyle Photography Integration
  We incorporated imagery of riders enjoying TENWAYS bikes in urban and natural settings, reinforcing the brand’s eco-friendly lifestyle positioning. These visuals didn’t just showcase products; they created an emotional connection with potential customers.
• Product Comparison Blocks
  Buying an e-bike often involves comparing specifications. We created side-by-side layouts that displayed weight, motor torque, and price, helping customers make quick, informed decisions.
• Minimalist Design Language
  TENWAYS’ branding emphasizes sleek simplicity, and the website reflects this. A clean color palette, modern typography, and plenty of white space created a sense of confidence and professionalism.
• Interactive Elements
  Carousels for press reviews, professional endorsements, and loyalty programs were integrated to add engagement while maintaining clarity. Interactive hover effects highlighted product features without overwhelming users.

3. Building User Confidence

Trust was one of the most important elements of this project. We ensured that reassurance was woven throughout the site.

• Service Center Visibility
  Dedicated sections highlighted TENWAYS’ 200+ service centers across Europe, emphasizing easy maintenance and long-term support.
• Fast Delivery Promises
  A commitment to shipping within two business days was displayed prominently to reduce hesitation and encourage conversions.
• Warranty and Certification Transparency
  Certifications such as European assembly and Red Dot design awards were highlighted, signaling credibility and quality assurance.
• Customer Reviews and Testimonials
  Professional reviews from outlets like Electrek and Business Insider were displayed alongside authentic customer testimonials, ensuring that visitors heard positive experiences from multiple perspectives.

Challenges and Solutions

Challenge 1: Diverse Product Range

With products spanning lightweight commuters, advanced smart bikes, and heavy-duty cargo e-bikes, creating consistent branding while addressing unique use cases was complex.

Solution: We developed distinct product category pages tailored to each audience while keeping branding consistent across the site. City commuters saw lifestyle-focused messaging, while cargo bike pages emphasized practicality and family use.

Challenge 2: Balancing Storytelling and Technical Specs

Too much focus on specifications risks overwhelming casual visitors, while too little risks alienating serious buyers.

Solution: We used icons, badges, and comparison tables to present technical information in a visually digestible way. Storytelling visuals balanced the hard data with lifestyle appeal.

Challenge 3: Internationalization

Serving multiple markets required multilingual support and seamless currency conversion.

Solution: We integrated Shopify’s localization features to allow the site to adapt to local languages and currencies. Visitors in Germany, for example, saw content in German and prices in euros, creating a native shopping experience.

Challenge 4: Establishing Trust for High-Value Purchases

E-bikes represent a significant investment, and customers often hesitate to buy such items online.

Solution: We built credibility by highlighting service center locations, warranty policies, and certifications at multiple touchpoints. Prominent press mentions and professional reviews further reinforced the brand’s legitimacy.

Results

The launch of the new TENWAYS Shopify website delivered tangible improvements across several metrics:

• Streamlined Shopping Experience
  Visitors could now explore products by category, compare models effortlessly, and complete purchases with minimal friction.
• Improved Conversion Rates
  By integrating conversion-oriented CTAs and building trust with certifications and warranties, the site saw a measurable increase in completed transactions.
• Enhanced Brand Storytelling
  From hero banners to eco-friendly promotions, every design element reinforced TENWAYS’ identity as a sustainable, innovative brand.
• International Scalability
  The multilingual, multi-currency functionality allowed TENWAYS to expand its customer base across Europe without the need for separate websites.
• Media and Customer Validation
  Positive reviews from international media outlets and customers showcased the credibility and usability of the site, further driving adoption.

Ultimately, the Shopify platform was transformed into a digital showroom that not only sells e-bikes but also embodies TENWAYS’ mission of promoting green mobility.

Conclusion

The TENWAYS Shopify website demonstrates how thoughtful construction and strategic design can elevate an eCommerce brand. By combining structured architecture, lifestyle storytelling, and conversion-oriented design, we helped TENWAYS build a platform that is both functional and inspirational.

This project is a reminder that successful Shopify websites go beyond aesthetics—they are built on a foundation of clarity, trust, and scalability. For TENWAYS, the result is a digital presence that inspires confidence, communicates values, and supports sustainable growth.

At AIRSANG, we specialize in creating Shopify websites that achieve these goals. By aligning design strategy with brand vision, we help companies like TENWAYS transform their online presence into powerful tools for connection, trust, and sales.