August 4, 2011, 11:09 AM

A bricks-and-mortar housewares retailer cooks up online sales

Second 500 retailer hopes a redesign keeps sales sizzling.

Lead Photo

A consumer focus on home and hearth seems to be paying off for, the e-commerce site for Canadian discount housewares and home décor retailer KitchenStuffPlus Inc. No. 989 in Internet Retailer’s Second 500 Guide, had $565,000 in 2010 sales, an 85.9% increase from its 2009 sales of $304,000.’s online presence complements the company’s 11 stores in the Toronto area. And, with a July redesign, the retailer hopes consumers find that the site replicates the in-store shopping experience.

Offering 5,300 SKUs, the e-commerce store, which has been online since 2006, attracts more than 176,000 monthly unique visitors. The average ticket is $98.

With the web becoming a bigger part of the retailer’s business, information technology director John Thompson says he is focused on boosting the site’s conversion rate and sales by correcting problems such as a lack of payment options, notably PayPal and the Canadian debit system Interac.

“We intend to correct some things on our site and convert more sales,” he says. “Our goal is to reach $1 million in web sales next year.”

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