Case Studies
West Ham United FC

The Client

West Ham United FC is a professional football club based in East London. The club has a long and celebrated history, spending all but four seasons to date playing top flight football. West Ham was founded in 1895 as Thames Ironworks FC and reformed in 1900 as West Ham United. In 1904 the club relocated to their current Boleyn Ground (Upton Park) stadium. In 2012, the club was promoted to the Premiership.

The Challenge

The club needed a reliable, easy to use and future proof ecommerce solution that could combine the multiple strands of their operation, one that would seamlessly bring together their EPoS, CRM, ticketing and distribution systems.

The web store needed to integrate with the club’s administrative systems, back-office processes, and support around-the-clock web sales in order to slash administration costs per order and reduce delivery times.

What We Did

Our ecommerce software technology, which has been continually developed by PureNet over a number of years, underpins West Ham’s online store. The software provides a joined up CMS solution linking the front end to the back, which can be controlled within a single web console by West Ham’s in-house team.

West Ham FC’s ecommerce trading platform features complex integration with the existing back of house operation and is fully integrated into West Ham’s existing EPoS, CRM, ticketing system and distributor, making it a true end-to-end solution.

The scalable architecture of the solution ensures that personalised kit and merchandise, dispatch processes, accounts and pre-orders are all handled by the technology with complete ease of use. The web console is the central platform for West Ham’s entire operation, all of which helps to increase the organisation’s return on investment and reduce the club’s overheads.


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The Results

  • West Ham United’s eCommerce solution is fundamental to their retail business
  • On launch day the club reported 25,000 unique visits with more than 200 orders made
  • The site’s ecommerce conversion rate increased to an average of 8%
  • Since launch website results have continued to increase

“ makes it easy for our customers to find what they are looking for, personalise kit and merchandise, offer exciting promotions and recommend products, helping us offer related products we think fans may want to consider. The cost savings we’ve already seen, and the increased control over product presentation have been of massive benefit to the business.”

Debbie Silver, Head of Retail, West Ham United

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