How O V E R Clothing Conquered Local and Global Sales with WooCommerce

Background

O V E R Clothing began in 2005 when a small circle of friends preordered unbranded tees sent around via email. Each design featured hand-drawn illustrations by the team, and early fans wore them before the label had a name. Sinisa, a self-taught WordPress developer, teamed up with illustrator Marco and designer Zeljko to turn this private project into a public store in 2012. With nearly a decade of practice and countless hours spent in online tutorials, Sinisa built the site from scratch, blending creative visuals with technical features.

Challenges

The first hurdle was payment logistics. Serbian law requires prices in dinars, but local gateways that accept cards charge in euros or dollars. To avoid legal issues, Serbian customers needed a cash-on-delivery option, while international buyers expected seamless credit card checkout. Another obstacle was managing shipping costs: rates vary widely, and manual handling would eat time and introduce errors. On top of that, language differences and the need for SEO in multiple markets demanded a multi-build approach.

Solutions

Sinisa built a custom WordPress theme, integrating WooCommerce as the core store. He added a GeoIP Detection plugin to switch currency displays and payment methods based on visitor IP. Domestic visitors see prices in Serbian dinars and get cash-on-delivery at checkout, while international customers see USD and pay through 2Checkout. To handle shipping, the WooCommerce Table Rate Shipping extension calculates precise costs by country, weight, and order value. The team also installed the WordPress SEO Plugin to optimize page titles and metadata across languages. For marketing, Sinisa coded a built-in referral credit system that tracks friend referrals, clicks, and purchases, rewarding participants with store credit for each milestone.

Results

Customizing every layer of the shopping experience boosted customer satisfaction and cut down abandoned carts by ensuring clear pricing and payment options. International orders increased without extra manual work. Domestic sales kept momentum thanks to the familiar cash-on-delivery flow. The referral program sparked word-of-mouth buzz—referred shoppers were 30% more likely to complete a purchase, and repeat buyers grew by 20%. Traffic from search rose as pages ranked well in multiple languages.

Future Plans

Next up, Sinisa plans to explore additional local payment gateways and test alternative shipping partners. Attending WooConf in San Francisco will give him access to new plugin ideas and networking. Back home, the team aims to host a WordCamp for Serbian, Macedonian, and Croatian developers. Continuous tweaks to the referral program, UX, and SEO will keep O V E R Clothing fresh as it grows beyond apparel into related merchandise.