Clover Global: rebuilding a 25-year-old Singapore office-supplies business into a multi-channel storefront, without ever taking it offline
Clover Global has been supplying offices, businesses, and government agencies in Singapore with IT equipment, printer consumables, and stationery since the year 2000. Twenty-five years of catalogue depth, a loyal corporate customer base, and a website that still ran on an old web framework where every page click triggered a postback, search engines struggled to crawl the catalogue, and the order flow ended in an email rather than a checkout. The team needed three things to move forward. A modern storefront they could actually trust to take orders. A back-office that connected the warehouse, the website, and the marketplaces they wanted to expand onto. A quotation flow that could handle corporate and government RFQs alongside walk-in B2C orders. All of it had to happen without ever taking the business offline.
367 (1,064 variants)
Products live
393 in sitemap
Indexable URLs
18+
Admin modules shipped
What changed since we started
- Aging legacy stackModern storefront
Old website replaced
Customer-facing shop now lives on a platform that can actually take orders at scale
- 100% coverage
Catalogue migrated
AI-assisted extraction from the old website's hidden pagination
- 190 redirects
Legacy SEO preserved
Every old product URL still resolves to its new home
- 393
Indexable pages
Live sitemap, zero errors
- ↑ 3x13
Sales channels wired into one admin
Web, Shopee, and Lazada
- B2C + B2B + Gov
Customers served
Corporate and government quotation flow built into the admin
- 18+
Admin modules shipped
Orders, CRM, inventory, promotions, analytics
- Live
AI assistant on the storefront
Helps shoppers find products and answers questions
The Challenge
Clover Global has been supplying offices, businesses, and government agencies in Singapore with IT equipment, printer consumables, and stationery since the year 2000. Twenty-five years of catalogue depth, a loyal corporate customer base, and a website that still ran on an old web framework where every page click triggered a postback, search engines struggled to crawl the catalogue, and the order flow ended in an email rather than a checkout.
The team needed three things to move forward. A modern storefront they could actually trust to take orders. A back-office that connected the warehouse, the website, and the marketplaces they wanted to expand onto. A quotation flow that could handle corporate and government RFQs alongside walk-in B2C orders. All of it had to happen without ever taking the business offline.
Why we rebuilt the back office before chasing traffic
It would have been easier to point a fresh marketing budget at the old website and hope. We did not. The old site could not reliably take new orders at scale, the catalogue was not fully discoverable in search, and pushing customers to Shopee or Lazada without a proper sync would have created warehouse and pricing headaches inside a week.
So we sequenced the work the boring way. Sort the operations first. Grow the traffic later. The new storefront went live early so the business could keep taking customer orders. The admin portal grew alongside it as the operations control room. The marketplace connectors went in next. The SEO and paid sprint waits its turn until the operations spine can support the traffic it would attract.
Two surfaces: a shopfront and a control room
Clover Global now runs on two surfaces designed to work together:
- The customer-facing storefront at cloverglobal.com.sg is a modern e-commerce platform with a custom theme, structured data baked in, and a quotation path for corporate and government buyers. We migrated 100% of the legacy catalogue into it, and deployed 190 redirects so every old product URL still resolves to its new home. The live sitemap covers 393 URLs with zero errors.
- Behind the storefront is an admin portal that acts as the operations control room. 18 modules and counting. A multi-channel orders desk with a single order ID format across every sales channel, a customer CRM, an inventory funnel, a corporate leads workspace, a promotions desk, an analytics ledger, and an auto-print pipeline for the warehouse.
- Marketplace connectors for Shopee and Lazada plug into the admin so a single view can see and act on orders from every sales channel. The Shopee live API cutover landed in May 2026.
- A built-in AI assistant on the storefront helps shoppers find products, answers common questions, and surfaces the most relevant catalogue items based on what is being asked. It runs on the same product index the admin team uses internally.
- SEO measurement is wired from day one. Search Console, Google Analytics, Merchant Center, and a weekly baseline pushed to a shared Google Sheet. 46 keywords on the inventory, 22 of them tracked weekly.
The new storefront is live; the operations spine goes in next
The customer-facing shop is live and taking orders. The catalogue is fully migrated and being indexed. The admin portal is the team's daily workspace, with 18 modules in production. The Shopee and Lazada connectors are built, with the live Shopee API cutover already landed.
We are being honest about the stage. The channel hub and the warehouse-to-storefront stock sync are mid-flight, not finished. The growth marketing push is sequenced after the operations spine is fully in. This is a transformation in progress, and the early proof points are there. A live new storefront. A clean catalogue migration. An admin the team actually uses every day. The foundation for a true multi-channel operation.
For Eidolon, Clover is also where we are proving the patterns for our wider multi-channel commerce service. Cart, orders, payments, quotations, and channel sync. Built once for a real client, then codified for the next one.
Screenshots
The Results
367 (1,064 variants)
Products live
393 in sitemap
Indexable URLs
18+
Admin modules shipped