Torrefacto online store — Vectra case study

E-commerce for coffee roaster Torrefacto

Torrefacto roasts coffee daily and makes bean-to-bar chocolate, alongside tea, dried fruit and brewing gear. We built an online store with a five-branch catalogue, flavour-led coffee discovery, a loyalty programme and delivery across Russia and the CIS.

01Challenge

The client

Torrefacto roasts coffee every day, produces bean-to-bar chocolate, and imports Chinese, Taiwanese and Japanese tea along with dried fruit, spices and brewing equipment. The company has been trading for 15 years, sells both retail and wholesale, and ships to Moscow, across Russia, and to Belarus, Kazakhstan, Armenia and Kyrgyzstan.

The situation

The range had long outgrown coffee alone: over 30 bean varieties, around 80 teas, chocolate, gift sets, packaging, incense, gift cards. All of it had to fit into one catalogue so that a shopper hunting a specific lot and a shopper who simply wants good coffee both reach a decision in about the same number of clicks.

Constraints

The store is tied to production. Roasting runs daily and any order placed before 14:00 makes the next batch, so the site had to state that schedule plainly. It also had to handle one variety sold in several pack sizes at different prices, support a tiered loyalty discount, and hold its search positions — organic traffic is the store's main channel.

02Solution

Structure

The backbone is a multi-level menu across five branches: coffee, chocolate, tea, accessories and gift sets. Each opens into clear subsections — freshly roasted and green coffee, capsules, drip bags, grinders, scales, pour-over cones, kettles, starter and gift bundles. For undecided visitors there is a dedicated "Find your coffee" flow plus curated shelves: Variety of the Week, Value Pick, Microlot.

Product page

The page is built around taste rather than specs: acidity, bitterness and body scales, the SCA score, recommended brewing methods, ratings and reviews. A single variety lives in several pack sizes — 100, 250, 500 and 1000 g — each priced separately, with a tooltip marking the varieties currently offered in the small format.

What we built

A cart that lets customers swap their free gift and assemble a custom set with gift wrapping
Loyalty programme: 1% off for every 1,000 ₽ spent, capped at 15%
Region selector, courier and parcel-locker delivery, pickup points and order tracking
A review section rating the store and the carrier separately — over 4,500 entries
A content layer: blog, news, encyclopedia and recipes
A wholesale section with price-list requests

Tech and integrations

Hand-written frontend with no heavy page builders: light product grids, fast list rendering and careful handling of packaging imagery. We connected Mindbox product recommendations, the CDEK, 5Post and Russian Post carriers, online payments, and 24/7 support channels — phone, email, Telegram and VK.

SEO

Clean semantics with unique metadata for categories and product pages, readable URLs, written descriptions for varieties and sections, and internal linking between the catalogue, the encyclopedia and the blog. The editorial layer answers questions about grind size, roasting, brewing and teaware, and routes that traffic back into the catalogue.

03 · Result

30+

coffee varieties in catalogue

Key metrics

30+
coffee varieties in catalogue: 80
tea varieties: 4,500+
customer reviews: 5
delivery countries

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