Case studies / Single-product e-commerce
Mukluk Wood Stoves
A hand-built wood stove, sold from the workshop with freight in the price.
The problem
Mukluk makes the Mukluk Small: a compact double-combustion wood stove cut and welded near Ballarat from Australian steel. Most buyers are tiny home builders, cabin owners, or people who want heat without the permit paperwork that comes with a bigger install.
They were selling through messages and word of mouth. The same questions kept coming back: what's in the price, how long is the wait, can I collect locally, will this pass a permit inspection. The stove weighs 56 kg. Shipping confusion was costing sales.
What we built
We built a one-page site around how people actually buy a stove: see it burning in the workshop, read the real specs, understand the permit caveat, pay and get on the queue.
The price is $1,799 incl. GST with freight included Australia-wide. Buyers near Ballarat can tick a box to drop freight if they're collecting. Checkout takes card, Afterpay or bank transfer through Stripe.
Verified owner reviews sit on the page. Install notes, warranty terms and the emissions disclaimer are written in plain English, not buried in a PDF nobody opens.
The honest bit
Shipping a 56 kg steel box to every corner of Australia is not trivial, and "freight included" sounds simple until someone is on an island or behind a locked gate. We wrote the shipping policy to match reality: standard mainland and Tasmania delivery is in the price, unusual locations get a phone call before anything ships. The stove also isn't emissions-tested yet, which might matter for a permit. We put that in the hero, not the fine print, because hiding it would waste everyone's time.
Where it landed
Orders and payments run through one page the owner can manage. Buyers see the full price before they commit, and the site reads like the product: built by hand, no nonsense.