Celtic FC
Industry
eCommerce
Categories
Website
Overview
Our goal was to reshape the official online store into a more compelling, user-friendly experience that honours the spirit of the “Bhoys” and supports Celtic FC’s ambitions to engage fans worldwide. The redesign needed to clearly highlight product categories — from kits and training gear to accessories and fan gifts — while streamlining the purchase journey for both long-time supporters and first-time visitors.
Challenge
The Official Celtic FC Store exists to bring supporters closer to their club by offering kits, fan gear, accessories, and seasonal collections directly through a global eCommerce platform. Fans expect an authentic online experience that reflects the passion of one of Scotland’s most iconic football clubs, while also making browsing and shopping effortless — whether they’re looking for the latest home shirt, winter wear, or Celtic-themed gifts. However, the previous site experience lacked intuitive navigation and a cohesive visual language that matched the strength of the club’s identity.
Solution
We redesigned and rebuilt the Celtic FC eCommerce site in Framer with a focus on clarity, performance, and visual storytelling. The refreshed layout prioritises clean product discovery, faster navigation between categories, and a shopping experience that’s responsive across devices. Every interaction was refined to reflect Celtic’s heritage and energy — from hero banners showcasing the latest kits to intuitive filters that help fans find the perfect item with ease. The result is a modern, scalable online store that celebrates club pride and makes shopping official Celtic merchandise a seamless experience for fans around the world.
