online tile brisbane tiles logo

Piecing together a tile shop that’s 100% online in just four weeks

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Here’s the story of one of the first Brisbane-based tile businesses to operate completely online.

Online Tile is our perfect client – not just because we love a digital business, but because they’re paving the way, quite literally, for direct to consumer tiles.

We set out to create an identity and e-Commerce website for Online Tile that captured the high quality nature of their products and forward-thinking process for purchase and delivery.


The $4.7bn tilling industry in Australia continues to experience year on year growth, however, the model for online tile shopping has remained relatively traditional. Enter Online Tile, a site for DIYers and professional contractors alike, where customers throughout Brisbane can purchase tiles online, and have them delivered straight to their door.

The challenge with online tile shopping is largely to do with the fact that tiles are a tactile thing. Consumers want to touch and feel their tiles, to be sure that they like them before purchasing. We had to come up with a solution that made it so customers could feel confident in buying from a completely online tile merchant.

“Sonder saw our creative vision, helped us take it to the next level and delivered a highly functional website that exceeded all of our expectations.”

Gabriel Krasniqi
Co-Founder, Online Tile

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We worked with Online Tile to understand their business and key point of difference. Their core offering is simple; they want to make it as easy as possible for customers to access tiles. By foregoing the need for physical show rooms and retail stores, Online Tile can offer a premium product at a competitive price. The trade off is that Online Tile needed to pinpoint the additional services they would need to give people the confidence to shop for tiles online. After extensive A/B testing, we landed on three key additional services; product samples, flexible payment options and convenient delivery.

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Working collaboratively with the business, we developed the logo, branding elements, colours, fonts and imagery to form the Online Tile brand. Along with the look and feel, we gave the brand a voice.

We were given ample insight into the Online Tile team, what they did, how they were disrupting the industry, and where they where headed in the future. We came up with a design that would position them at a point of difference to their competitors. When Online Tile first laid eyes on our 3D clay character, they knew we were heading in the right direction.

We developed the website using WordPress/Elementor with a WooCommerce integration so that the Online Tile team could make simple changes to the website on their own. Our development included an AfterPay POS integration, catering to the growing buy now, pay later consumer behaviour.

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The website was delivered just four weeks after the contracts were signed. The official launch, in September of 2021, resulted in positive feedback internally and with Online Tile customers. The contemporary look and feel of the e-Commerce site, coupled with the enhanced customer journey, has resulted in Online Tile meeting all of their success metrics, and in some instances, far exceeding them. We were floored by the results and we can’t wait to see what lies next in store for Online Tile.

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Meet the team

We’re a small team realising big dreams.

the Sonder team 2021

The story of Sonder

Bolstering Brisbane digital for over half a decade.

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