Imagine walking into a huge hypermarket
The products are arranged chaotically: a coffee maker sits next to baby diapers, and off-road tires lie 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 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 choice of a delivery method. And this foundation cannot be poured hastily, when 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 discuss buttons, breadcrumbs, or HTML tags. We will talk about 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 a convenient navigation tool but also a powerful instrument for scaling the business, a basis for integrating with suppliers and accounting systems.
Part 1. The Foundation: Choosing the Philosophy of Your Catalog
Before drawing the first diagrams, answer the main question: “How do my customers think?”
The answer determines the architectural philosophy of the entire catalog. Broadly speaking, there are three core approaches — three different ways to look at the same assortment.
Approach One: “I know what I’m looking for” (Product-oriented model)
This is the most straightforward, classic path. Your customer is a person with a clear goal. They have come for a specific item: a new smartphone, black jeans, a kitchen food processor. Their mind operates in categories of product types.
Such a customer appreciates a catalog organized by product type:
- A furniture store divided into “Sofas,” “Armchairs,” “Wardrobes,” “Tables”
- An electronics store divided into “Smartphones,” “Laptops,” “TVs”
- A clothing store divided into “Dresses,” “Trousers,” “Outerwear”
This model is intuitive, familiar, and works perfectly in niches with a clearly segmented assortment. 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 has come not for an item, but for a solution? They are not looking for a “sofa” or “floor lamp.” They are furnishing a living room. They are not buying “pet food” or a “toy” — they just got a puppy and need everything required.
In this case, the “by product type” logic creates barriers. The customer must assemble their own solution, jumping across unrelated categories. It is far more effective to offer ready-made scenarios:
- A pet store divided into “For cats,” “For dogs,” “For rodents”
- A furniture store divided into “Furniture for the living room,” “For the bedroom,” “For the office”
- A tools store divided into “Tools for repairs,” “For gardening,” “For construction”
This approach requires a deeper understanding of customer needs but rewards you with their loyalty. You are not just selling products — you become their guide through the world of solutions.
Approach Three: “I trust only this brand” (Brand-oriented model)
In a world overloaded with choice, brand power becomes a strong beacon for the customer. If you sell products where brand identity is a key factor (cosmetics, electronics, auto parts, designer clothing), your navigation should reflect this.
Such a customer enters the site looking for Apple, Bosch, L’Oréal, or Nike. They want to step into the ecosystem of their brand and choose from its assortment.
A brand-centered catalog is the most direct route to the heart of this customer.
Synthesis of Approaches: Creating Parallel Universes
But what if your customers are diverse? Some come for a specific phone model, others want something for the kitchen from a reputable brand.
Modern technologies allow you to build several parallel paths within a single catalog.
Part 2. The Architect’s Tools: Analytics Instead of Intuition
An architect does not start building a house without studying the soil and landscape. Similarly, a catalog designer should not rely solely on intuition. 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 website is already running, your best advisor is internal search analytics.
The Magic of Words: The Semantic Core as a Blueprint
For an SEO specialist, a semantic core is a list of queries for promotion.
For a strategist, it is a ready-made blueprint for future structure.
A Look to the Sides: Benchmarking Without Blind Copying
Studying competitors is not theft. It is strategic analysis.
Part 3. The Laws of Harmony: Depth, Balance, and Clarity
When the data is collected and analyzed, architecture begins.
The Three-Click Rule: Why Depth Matters
The “three clicks rule” is not a myth — it is an empirically confirmed usability principle.
The Golden Ratio of a Catalog: Balance and Proportion
The number of sections at each level must remain perceivable.
The Art of Naming: Clarity vs. Creativity
A category name is a signboard. It must be extremely clear.
Part 4. The Catalog as a Reflection of the Business: Beyond Templates
No two businesses are identical, which means no two catalogs can be identical.
When Customer Logic Matters More Than Perfect Balance
Sometimes breaking strict rules is the right choice.
Integration Without Sacrifice: Why the Supplier’s Catalog Is Not Your Catalog
One of the most common mistakes is copying the supplier’s structure onto your website.
Epilogue: The Catalog as a Living Organism
Building an ideal catalog structure is not a one-time task but an ongoing process.
A catalog must grow and change together with your business, your assortment, and your customers.