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RackZone.ie wins B2B eCommerce Website of the Year at the Irish eCommerce Awards 2026
The shelving trade said its products could not be sold online. A Ballinasloe firm has just won a national award for proving otherwise.
RackZone.ie has won B2B eCommerce Website of the Year at the Irish eCommerce Awards 2026. The website’s big idea was a simple one: answer the questions its own sales team kept being asked.
A storage company in Ballinasloe, Co Galway has won a national eCommerce title. It did so by solving a problem most of its trade had written off – getting business buyers to order industrial shelving without ringing first.
RackZone.ie won B2B eCommerce Website of the Year at the Irish eCommerce Awards 2026. The awards were held at The Round Room at The Mansion House in Dublin on Friday 18 September. Element Logic, a warehouse automation firm, sponsored the category. Mark Dunne of Element Logic presented the award. The event was powered by Fiserv. Almost 400 of Ireland’s eCommerce professionals attended, and €12,346 was raised for Barnardos Ireland on the night.
Pallet racking and longspan shelving have long been seen as goods that resist online selling. A buyer fitting out a warehouse needs to know the load rating and the bay depth. They need to know if a starter bay and an extender bay will join. They need to know if it will arrive before the job starts. Most suppliers answer those questions by phone. The websites stay catalogues.
The judging citation points at what RackZone did instead. The Irish eCommerce Awards said the entry “really stood out for putting customer experience at the heart of a complex B2B website”. The judges praised the “smart use of technology to solve real customer problems backed by strong results, clear data and a replatforming project that delivered genuine commercial impact”.
The phone calls that stopped
The detail that gives the story its edge is not a piece of technology. It is a log of the calls that no longer happen.
RackZone moved from Magento 2 to Shopify in February. They rebuilt the site around the questions their sales team answered most often. Two of those questions have gone. The first was “if I order now, when will I get it?” The answer now sits on the page. Order before 3pm Monday to Thursday and it goes out for next day. Order before 3pm on Friday and it arrives the Monday. A countdown timer now runs on every product page. Stock queries went the same way once live inventory appeared on the site.
Their longspan shelving range shows the same thinking. Each size had been a separate product. A customer building a shelving run had to click in and out of pages to work out which bays combined. RackZone rebuilt it as one page. Starter and extender options are now chosen together. Conversion rate, order quantity and order value all rose for the range.
The categories and site search were rebuilt on the same rule. They follow the words customers use about their own storage problem, not the trade’s product classes. A buyer no longer needs the right technical term to find the right product.
Storage that buyers can plan before they buy
RackZone also built tools that let buyers work things out for themselves. An office builder takes a room size. The customer places RackZone products into a 2D plan then views it in 3D. One trade customer rang to say the office builder helped him show a layout to his own customer. He won the job.
A vinyl floor tile calculator works out the packs needed for an area. Also available to customers are a longspan shelving configurator, modular workstation configurator, a pallet racking configurator and a tilt bin wall designer.
The same site serves a warehouse manager buying pallet racking and a homeowner clearing a garage. RackZone’s Trusted By list names the HSE, the Irish Defence Forces, Dublin City Council, DPD, Centra, SuperValu and Kerrygold. The firm is 100% Irish owned, holds its stock in Ireland and delivers nationwide. It is rated Excellent on Trustpilot, from more than 2,700 reviews. Irish rugby international Peter O’Mahony is a brand ambassador.
“We’re absolutely delighted to win B2B eCommerce Website of the Year at the Irish eCommerce Awards 2026. It matters that it went to a Ballinasloe company. It matters more given the size of some of the firms in that category with us.
“Anyone who has tried to buy racking online knows the feeling – you get to the basket and you still aren’t sure it will take the weight or fit the space, or arrive before the job starts. So you ring. We spent a year taking the questions our own sales team gets asked and putting the answers on the page, because a customer shouldn’t have to learn our language for shelving before they can find what they need. The website should never tell a customer something different to what our own team would tell them. That consistency is what builds trust – and it’s what this award recognises.”
Ciaran Duffy, Director at RackZone
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