g2 esports
Building a Modular eCommerce & Content Ecosystem for a Global Esports Brand
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G2 Esports’ shop and fan content lived on one site that couldn’t serve either audience well, converting at just 0.65% with high cart abandonment and slow load times.
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Digital Silk researched competitors and G2’s core fans, then rebuilt the site into a modular eCommerce and content ecosystem with a scalable CMS.
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The redesign delivered a fully separated shop and fan hub, wishlist and filtering tools, and a template-driven CMS built to scale with G2’s roster.
The Challenge
Slow Site Performance
Average page load time ran 6.23 seconds, well past Google’s recommended under-2-second benchmark.
Below-Benchmark Conversion & Cart Abandonment
Conversion sat at just 0.65%, with cart abandonment running as high as 70.58%.
Fragmented Navigation
Shop, teams, news and fan content mixed together with no clear path for either audience segment.
Low Returning Visitor Rate
Returning visitors sat at just 19%, well below the roughly 30% ecommerce average.
An Outgrown Product Catalog
A fast-growing, multi-format catalog for sports and entertainment, apparel, hardware and digital items, had outgrown the site’s information architecture.
No Scalable Page System
No template system existed for launching new team, player, creator or product pages as the roster and catalog grew.
The Solution
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Research & Strategic Foundation
We audited leading esports storefronts, built fan personas around G2’s core 18–24 demographic, and shaped a three-pillar UVP: Passion for Gaming, Competitive Spirit and Next Generation. -
Information Architecture & Navigation
We rebuilt sitemaps for both the informational site and the shop, cleanly separating shop categories from entertainment destinations. -
Modular eCommerce Experience
We built category, type, size and price filtering, wishlist functionality, and a modular hero section to showcase G2’s fast-growing collections. -
Fan Engagement & Content Hub
We unified Teams, Fan Arena and News under one navigation structure, with stronger social media integration and newsletter growth built in. -
Onsite Marketing & Conversion Roadmap
We outlined a phased marketing roadmap, from near-term lifecycle emails and retargeting to long-term plans like a loyalty program and Pro Kit visualizer.
The Results
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Unified Shop & Fan HubShop and entertainment content finally separated into clear, distinct paths
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Modular Shopping ExperienceCategory filtering, wishlist and a tertiary shop menu across the collection
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Scalable Template CMSBuilt for products, teams, players, creators and career pages long-term
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A Phased Growth RoadmapLifecycle emails, retargeting and a future loyalty program mapped out
1000+ Completed Projects
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Revenue increased fivefold following launch, alongside 700,000 new customers introduced to the brand.
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Comparing plans and completing a purchase now takes a fraction of the steps it once did, regardless of a customer’s comfort with shopping online.
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