20K+
Products live & manageable
Case Study
UK Frozen Food
Rebuilding a 20,000-product wholesale food platform into a fast, scalable, search-visible business
The Client
UK Frozen Food Ltd
UK Frozen Food Ltd has supplied frozen, chilled, ambient food and drink products since 2003. The business serves the wholesale and catering trade with a strong specialism in halal products, plus supporting services spanning catering, consolidated loads, contract manufacturing, private own-label, frozen warehousing, logistics and import/export.
Their online catalogue is enormous — over 20,000 products spanning 100+ categories and sub-categories, from major brands (Coca-Cola, McCain, Birds Eye, Häagen-Dazs, Quorn and many more) to own-range halal lines. For a buyer it needed to behave like a reliable digital warehouse. For the business it needed to be fast, secure, and easy to keep updated at scale.
The Challenge
When UK Frozen Food came on board, the website was buckling under its own catalogue. The very scale that made the business impressive was the thing breaking the platform.
- A catalogue too big for the setup. 20,000+ products and 100+ categories were straining a platform never architected for that volume.
- Website loading issues. Pages were slow to load — hurting user experience, conversions and search rankings alike.
- Database at capacity. The database was full and close to its limits, creating instability and blocking further growth.
- No way to manage products at scale. Adding or updating thousands of SKUs by hand was not viable — there was no reliable bulk import/export process.
- Fragmented digital footprint. The business needed 100+ dedicated landing pages across new domains, plus a far stronger presence on Google and social media.
- Security & reliability gaps. A growing commercial platform needed hardening against downtime and threats.
The Build Timeline
We rebuilt the platform in clear phases — fixing the foundations first, then scaling the catalogue, then growing visibility.
Brand on-boarding & discovery
The problem: we needed a full picture of the catalogue, the bottlenecks and the growth goals before touching anything.
What 360 Web Solutions did:
- Audited the existing site, hosting, database and product structure.
- Mapped all 100+ categories and the 20,000+ SKU structure.
- Agreed a phased plan with zero disruption to live trading.
Branding & UX foundation
The problem: a huge catalogue is useless if buyers can’t navigate or trust it.
What 360 Web Solutions did:
- Established a clean, consistent brand presentation across the storefront.
- Redesigned navigation around the category tree so 20,000+ products stay findable.
- Streamlined the “Request a price” / quote journey for B2B buyers.
Tech stack & architecture
The problem: the platform couldn’t handle the catalogue — loading issues and a full database.
What 360 Web Solutions did:
- Re-architected the WordPress + WooCommerce stack for high product volume.
- Migrated to scalable hosting with proper resource headroom.
- Restructured and cleaned the database to remove the capacity ceiling.
- Implemented caching, image optimisation and query tuning to fix load times.
Custom import / export app
The problem: managing thousands of products manually was impossible and error-prone.
What 360 Web Solutions did:
- Built a custom application to import and export the entire catalogue in a single operation.
- Enabled bulk creation and updates of products, pricing, categories and images.
- Turned a multi-week manual task into a controlled, repeatable process.
Security & performance hardening
The problem: a commercial platform of this size can’t afford downtime or breaches.
What 360 Web Solutions did:
- Hardened the site with security best practices, backups and monitoring.
- Optimised front-end and server performance for fast, stable page loads.
- Set up safeguards so the platform stays reliable as the catalogue grows.
Staging → production → go-live
The problem: changes of this scale had to be tested before they ever touched the live store.
What 360 Web Solutions did:
- Built a full staging environment mirroring production.
- Tested the rebuild, the data and the custom app safely off-live.
- Executed a controlled launch to production with no loss of trading.
100+ landing pages across new domains
The problem: the business needed dedicated reach beyond the single storefront.
What 360 Web Solutions did:
- Built and deployed 100+ targeted landing pages, including on new domains (e.g. the Halal Home Delivery presence).
- Aligned each page to specific products, categories and search intent.
- Created a network of entry points feeding the core business.
Digital presence — Google & social
The problem: a great platform still needs to be found.
What 360 Web Solutions did:
- Built out search visibility so the catalogue surfaces on Google.
- Strengthened the social presence across Facebook, X (Twitter) and YouTube.
- Connected the storefront, landing pages and channels into one digital footprint.
The Results
A platform that finally matches the scale of the business: fast, stable, scalable and visible. Replace the bracketed figures below with live data from Google Search Console, Semrush and PageSpeed Insights.
- Database capacity ceiling removed — the platform can keep growing.
- Entire 20,000+ product catalogue importable / exportable in one operation.
- Stable, secure, fast storefront ready for high-volume B2B trade.
- A connected digital footprint across web, landing pages, Google and social.
100+
Categories structured
100+
Landing pages deployed
Built with
Tech Stack
The platform, tooling and infrastructure behind a 20,000-SKU wholesale operation.
- WordPress
- WooCommerce
- Elementor
- Custom PHP import/export app
- Scalable cloud hosting
- Caching & CDN
- Database optimisation
- Staging / production workflow
Key Learning
At catalogue scale, architecture is the product. A wholesale operation with 20,000 SKUs cannot be managed like a boutique store — the platform, the database, and the import pipeline have to be engineered before marketing spend or landing pages can compound. Fix the foundations first. Then scale the catalogue. Then grow visibility.