Williams Commerce and Royal Botanic Gardens, Kew Shortlisted for Best B2C UX eCommerce Award
We’re delighted to announce that the ecommerce redesign project for Royal Botanic Gardens, Kew delivered by Williams Commerce, has been shortlisted as a finalist in the 2025 eCommerce Awards for Best B2C UX in eCommerce.
This recognition highlights the transformation of Kew’s ecommerce store into a fast, accessible, and intuitive digital experience that puts users at the heart of every interaction without compromising on brand integrity or performance.
Working closely with Kew, our combined teams redesigned the online store to reflect the organisation’s commercial ambitions, heritage status, and core values. More than just a world leader in plant science and conservation, Royal Botanic Gardens, Kew is a place where people connect with the beauty, complexity, and importance of the natural world. The new ecommerce experience extends that connection online enabling visitors, members and supporters to engage with Kew’s mission through carefully curated botanical products and thoughtful gifts.
The result? A mobile-optimised, WCAG 2.2 AA-compliant platform with excellent accessibility scores, a 54% year-on-year increase in users, and an 81% uplift in revenue. Conversion rates also rose by 29%. These results are a clear testament to a UX strategy grounded in real user behaviour, from persona-driven design to streamlined navigation and checkout journeys.
Key UX enhancements included improved product search, a redesigned basket, AI-powered personalisation, and a clear focus on sustainability. Importantly, the design system also supports future scalability, laying the foundation for a fully integrated digital commerce ecosystem.
This shortlisting is a proud moment for both the UX design team at both Williams Commerce and Kew, highlighting what’s possible when strategy, creativity and technology come together with purpose.
Winners will be announced later this year. Until then, we’re celebrating a milestone that proves the power of a user-first, insight-led approach to ecommerce.
