Building a Niche Shopify Store for Bird Enthusiasts with iBornStore

Q: Was this a complete custom build or based on a template?

It was a fully custom-built. While we used core Shopify components, the theme and layout were built from scratch to match the brand's identity and user needs.

Q: What kind of support did NTQ provide post-launch?

After launch, we provided a training session and detailed documentation so the client could update content, manage products, and run campaigns independently.

Q: How long did the project take?

The build was completed within six weeks, including discovery, design, development, and testing phases.

Industry

E-commerce – Hobby & Outdoor Lifestyle

Services

Shopify Services

Client's based

United States

About Client

iBornStore is a US-based brand dedicated to the birdwatching community. From feeders and accessories to binoculars and gear, the store offers everything hobbyists and professionals need to enjoy birdwatching to the fullest. With a fast-growing online audience and a particular niche, the client wanted a storefront that felt simple, trustworthy, and tailored to their passionate customer base.

Requirements & Challenges

iBornStore came to NTQ with a clear mission: create a store that speaks to bird lovers without overcomplicating things. This was a niche project with niche expectations. They didn’t want the store to feel like a big-box retailer; they wanted it to be a quiet corner where enthusiasts could easily browse.
Some of the key challenges included:

Designing a user journey that felt welcoming to both new and experienced birdwatchers
Avoiding visual noise: keeping the layout light, focused, and free from unnecessary distractions
Structuring products in a way that made sense for the hobby (by use, season, or bird type) rather than generic categories
Ensuring that load speed and mobile responsiveness didn’t take a back seat to design
Creating a backend setup that wouldn’t overwhelm a small internal team managing inventory and orders manually

Solutions

NTQ worked closely with the iBornStore team to design and build a Shopify site that reflects the calm, focused spirit of birdwatching itself:

Developed a custom Shopify theme with clean lines, easy navigation, and subtle branding
Structured the product catalog to support both hobbyists and advanced users without clutter
Optimized performance across devices with a lightweight design and fast-loading images
Integrated newsletter, order tracking, and filtering features using well-tested apps
Built the store architecture to support SEO efforts from the start (semantic structure, metadata, etc.)
Delivered clear handover documentation and support to help the client manage everything in-house

Technologies

Shopify
Liquid
HTML/CSS/JavaScript
Shopify Apps (Product Filters, Klaviyo, Google Analytics)
SEO meta & structured data tools

Outcomes

A calm, easy-to-navigate shopping experience aligned with the target audience
Fully mobile-optimized with excellent speed scores
Increased visibility in search engines through a well-structured SEO setup
Streamlined backend setup supporting smooth operations and order fulfillment
A flexible and future-proof foundation for the brand to grow at its own pace

Proud to be trusted by global clients

"Facing the challenge of building a specialized and engaging online store, iBornStore turned to NTQ Europe to bring their vision to life. We developed a customized Shopify store, integrating features such as bird-species-based product categorization, care guides, and a user-friendly experience. The result is a unique eCommerce platform that helps iBornStore connect meaningfully with the bird-loving community and expand their market reach."

NTQ Europe,