Building your custom frames made easy and accessible

The challenge

We Do Frames is a Danish eCommerce startup with a vision rooted in Scandinavian design values: simplicity, elegance, and high quality. Their ambition was bold—make custom-quality frames accessible through a modern, intuitive online experience.

At first glance, frames may appear simple. But beneath the surface lies an intricate mix of materials, dimensions, and configurations. Each frame is unique—custom sizes, color variations, different profiles, glass types, and mounting options. Standard eCommerce templates simply don’t accommodate this level of complexity.

Beyond configuration, users also need to see what they’re building. Accurate, real-time visualizations are crucial for confidence and satisfaction. We needed a solution that could elegantly support both: complex customization and live preview.

The solution

At Nethart, configurable eCommerce is our expertise—and we embraced this challenge head-on.

While Shopify remains our preferred eCommerce engine, its templated front-end limitations couldn’t support this project’s requirements. Instead, we adopted a headless architecture, allowing full creative and functional freedom. This decoupled setup enabled us to build a truly custom experience.

On the backend, we implemented Sanity—our trusted COS (Content Operating System) for dynamic, scalable content. We used our proprietary Nethart Composable Layer (NCL) as the foundation, giving us a powerful head start. NCL combines best-in-class integrations, eCommerce capabilities, and a robust page builder—idal for demanding brands like We Do Frames.

Shopify remained the core commerce engine, managing payments, inventory, and transactional workflows—allowing us to focus entirely on delivering a unique configuration and visualization experience.