The Problem of Maturity

E-commerce is a very mature space. The problem with that maturity is the expectations that come with it: cart in the header, grid of thumbnails, checkout flow, confirmation email. The pattern is so settled that the opportunity to disrupt it gets quietly set aside in favour of tradition.

Pegoretti doesn’t have a big e-commerce offering — they make handmade custom bicycles. But they do sell a few things, including a carbon fork of their own design. On the old site, the experience around it was thin. On the new site, we wanted to really mess with it.

It starts as a rich page about the fork — rim and disc variants, specs that update dynamically, proper photography. You can read it like an article. When you’re ready, you add it to your musette — the little bag a cyclist receives in a feed zone. Not a cart. A musette.

From there, a modal opens a flow for choosing your colour: a RAL swatch, or a note that you’ve already spoken to the Bottega about something custom — ciavete, perhaps. You pick your rake, your fork type, drop in your details with autocomplete, and pay through Stripe. No checkout page. It all happens in one place. The order saves to your account, and once it ships, live tracking appears through the shipping API.

Technically it’s advanced. But the framing is what matters: a musette instead of a cart, a conversation instead of a checkout. You can take a formal, well-trodden medium and bend it to the brand — as long as the brand earns it.

A musette instead of a cart. A conversation instead of a checkout.