Malta Warehouse

The Inspiration

​Malta Warehouse wanted to be Malta's best online supermarket experience, servicing customers both online through a modern cutting-edge website and a native mobile app available on both Android and iOS.

A very ambitious project delivering a fantastic service to the customer, selling at wholesale prices and including free delivery; it was immediately apparent that we needed to develop something bigger and better than anything else on the market. That is why, our first step was to understand the competition and compare this to the more successful foreign supermarkets offering a similar service. Over the course of a few months, the entire Incredible Web team bought their groceries online, noting the similarities between the different online supermarket services and the differences. As newcomers to the online supermarket world, the team couldn't help but be impressed by the amazing convenience of having your shopping delivered to you. No need to carry heavy shopping bags, look for parking or wait in the queue at the cash till.

However they all had one crucial flaw, their interface was not up to standard. Many products did not have a matching photo, searching for a product was tedious, products would be out of stock and still available online, or you would order yoghurt without knowing what flavours would arrive - and there is a big difference between strawberry pannacotta and pineapple. Shopping online was taking almost as long as shopping at the supermarket and as most supermarket websites were not mobile-friendly, it had to be done on a laptop at home or at work. Compare this to doing your shopping on the loo or whilst waiting at the hair salon.

Our Solution

This is the gap that Incredible Web aimed to fill with the development of, a mobile-friendly website accompanied by a native mobile app available on the respective app stores. We developed the website using the open-source UmbracoCMS and uCommerce, allowing us great customisability to match the user's current stock. We spent weeks reviewing the user experience, A/B testing different scenarios and seeing which one performs better. Should the shopping cart be visible in the bottom of the screen or slides out from the right? Each test was ran against a number of test users and their feedback was taken into consideration before approving a design.

Finally once the website and mobile applications were ready and deployed, we launched Malta Warehouse to the public and the feedback has been outstanding. Most users are return users and the average session is under 10 minutes, demonstrating that the UX choices we made have bore fruit. Apart from this, Malta Warehouse also ranks highly on search engines and is in a steady crescendo. We believe that once you try Malta Warehouse, you will hate the queues and the carrying.

"I wish that we met up with Incredible Web immediately as it would have saved us a lot of time as from the first meeting we felt that they knew exactly what we wanted and needed. It's not that other companies didn't understand, however it seemed like our project this online supermarket in Malta was too much of an obstacle especially when we stressed that we wanted to be the first online supermarket with a dedicated mobile app! Incredible Web did just that, they developed the most modern online supermarket website in Malta for us, together with the Mobile App we wanted! Definitely recommended as they don't just understand technology, but we felt that these guys are on the forefront and truly understand how Google thinks" - Pablo, Founder of