Imagine walking into a huge hypermarket. Products are arranged randomly: a coffee maker sits next to baby diapers, car tires are stacked on a shelf with nail polish. How long would you last in such a store? A minute? Two?
An online store with an unstructured catalog is that very same virtual hypermarket of chaos. A customer who cannot find what they need simply leaves. Forever.
A catalog is not just a list of products — it is the heart of your online store. Its logic, rhythm and clarity determine whether a visitor stays to make a purchase or closes the tab for good. It is the foundation on which the entire user experience is built — from the first click to the delivery method. And this foundation cannot be poured in haste after the site is already launched and filled with hundreds of SKUs. It must be designed. From the very beginning.
In this article, we will not talk about buttons, breadcrumbs, or HTML tags. We will talk strategy. About how a business owner, looking at their assortment, analyzing the market and understanding their customers, can build a catalog structure that becomes not only convenient navigation for the buyer, but also a powerful tool for scaling the business, a foundation for integration with suppliers and accounting systems.
Part 1. The Foundation: Choosing the Philosophy of Your Catalog
Before sketching the first structure, ask yourself the main question: “How do my customers think?” The answer determines the architectural philosophy of your entire catalog. Broadly speaking, there are three main approaches — three different ways to view the same assortment.
Approach One: “I know what I’m looking for” (Product-oriented model)
The most straightforward, classic path. Your customer has a clear goal. They came for a specific item: a new smartphone, black jeans, a kitchen food processor. Their mind works in terms of product types.
Such a customer will appreciate a catalog where the assortment is arranged by product groups.
- A furniture store is divided into “Sofas”, “Armchairs”, “Wardrobes”, “Tables”
- An electronics store — into “Smartphones”, “Laptops”, “TVs”
- A clothing store — into “Dresses”, “Trousers”, “Outerwear”
This model is intuitive, familiar and works perfectly in niches with clearly segmented assortments. It speaks to the customer in their own language — without metaphors or complications.
Approach Two: “I’m looking for a solution for…” (Scenario-based or contextual model)
But what if your customer didn’t come for an object — they came for a solution? They are not looking for a “sofa” or a “floor lamp.” They are furnishing a living room. They are not buying “food” or “toys” — they just got a puppy and need everything for it.
In this case, the logic “by product type” creates unnecessary friction. The customer has to manually assemble their own scenario by hopping across unrelated sections. It is far more effective to offer ready-made contexts.
- A pet store is divided into “For cats”, “For dogs”, “For rodents”
- A furniture store — into “Living room furniture”, “Bedroom furniture”, “Office furniture”
- A tools store — into “Tools for repair”, “For gardening”, “For construction”
This approach requires deeper understanding of customer needs but rewards you with loyalty. You are not just selling a product — you become a guide in the world of solutions.
Approach Three: “I trust this brand only” (Brand-oriented model)
In a world overwhelmed by choice, brand power is a strong beacon for customers. If you sell products where the manufacturer’s name is a key factor (cosmetics, electronics, auto parts, designer clothing), navigation must reflect that.
Such a customer lands on your site and immediately looks for the Apple, Bosch, L'Oréal or Nike logo. They want to enter the universe of their brand and choose within it.
A brand-based catalog is a direct route to the heart of such customers.
Synthesis of approaches: Creating parallel universes
But what if your shoppers are diverse? Some come for a specific smartphone model, others simply want something for their kitchen from a reputable brand.
Modern tools allow you to create multiple parallel navigation paths within one catalog.
Part 2. The Architect’s Toolkit: Analytics Over Intuition
A construction engineer doesn’t start building without studying the soil. Likewise, a catalog architect should never rely on intuition alone. Their work must begin with data collection and analysis.
Dialogue with the customer: card sorting and search queries
One of the most powerful and underestimated methods is card sorting.
If the site is already active, your best advisor is your internal search analytics.
The magic of words: The semantic core as a blueprint
For an SEO specialist, the semantic core is a list of queries for promotion. For a strategist building a catalog, it is a ready-made structural blueprint.
Looking around: Benchmarking without blind copying
Studying competitors is not theft — it is strategic analysis.
Part 3. The Laws of Harmony: Depth, Balance and Clarity
Once data is collected and analyzed, it is time for architectural decisions.
The three-click rule: Why depth matters
The “three-click rule” is not a myth — it is an empirically proven usability law.
The golden ratio of catalog structure: Balance and proportion
The number of sections at each level must be manageable.
The art of naming: Clarity over creativity
A category name is a storefront sign. It must be crystal clear, familiar and unambiguous.
Part 4. The Catalog as a Reflection of the Business: Beyond Templates
No two businesses are identical — and therefore no two catalogs can be identical.
When customer logic is more important than perfect balance
Sometimes you must consciously deviate from strict rules.
Integration without sacrifice: Why the supplier’s catalog is not your catalog
One of the most common and damaging mistakes is transferring the supplier’s category structure to the website.
Epilogue: The Catalog as a Living Organism
Creating the perfect catalog structure is not a one-time activity but a continuous process.
Turn on analytics and observe. Which sections are popular and which are ignored? Where do customers bounce? What do they search for internally?
A catalog is a living, breathing mechanism. It must grow and change along with your business, your assortment and, most importantly, your customers.
By investing in its strategic design, you create not just navigation, but a solid foundation for long-term relationships with customers — relationships that keep them coming back because your store is easy, clear and convenient.