Custom platform development and Maintenance for Adorama

Adorama is one of the biggest US retailers of cameras and filming equipment. 

  • Duration 2007 – 2019
  • Team 5 – 54 members
  • Type Photography and Filming
  • Industry E-Commerce
  • Platforms Web

Project idea

Adorama includes six family businesses sharing a custom ecommerce platform for retail and rentals. Adorama’s main website offers any photography, audio, and video equipment that might be on customers’ shopping lists.

Target audience

Adorama targets professionals and creative amateurs who want to make top-quality images or record high-end audio and video. Its other businesses help people who are passionate about outdoor activities.


  • 13 years

    Cooperation time

  • 43%

    Of budget saved

  • 54

    Members at peak

IT Craft efficiently expanded the capabilities of the client’s in-house team. Our engineers took over the tech implementation of the client team's vision while working on all project parts related to development, testing, and monitoring. The results were timely feature deliveries, increased performance, and 99.8+ uptime.

IT Craft efficiently expanded the capabilities of the client’s in-house team and took over the tech implementation of the client team's vision while working on all project parts related to development, testing, and monitoring.

Core Tech

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    MS SQL

Project challenges

  • Fast project team scaling with required specialists to keep pace with skyrocketing project scope.
    Keeping up with the budget limits as 30% – 40% of all tasks were on a fixed-price basis. The team never violated budgets or timelines.
    From the business side, the system must always ensure high page load speed, maximum availability, and security delivering a higher level of customer satisfaction than its competitors.
  • Ensuring website download on user devices in under three seconds, including mobile devices.
    Gradually transiting processes from the then-existing legacy system to a new platform without putting on hold any online store.
    Supporting frequent catalog updates of all client systems that operated the platform, including Adorama, Adorama Rentals, LeisurePro, SunnySports, and more.


The client initially had:

  • A tiny in-house team focused on high-level tasks (UX, requirements, etc.)
  • A ginormous catalog of available items
  • The need to expand its presence in the ecommerce market


Our team:

  • Determined client needs for specific experts
  • Designed flexible team composition tailored to evolving client needs
  • Customized the platform based on provided specifications
  • Adjusted it to the specifics of each business
  • Ensured constant system monitoring


Our work resulted in:

  • Onboarded experts within determined budget and timeline limits
  • A complete rebuild of the platform from scratch
  • Seamless system scaling and feature updates
  • Maximum website availability and security
  • A high level of customer satisfaction

Business benefits

Custom-built web platform

By building its platform from scratch, Adorama company retains full control over processes and adjusts fast to changing customer needs.

Budget-saving staffing

Outstaffing enabled the client to find and onboard required expertise fast while saving 43% of the hiring budget compared to the local market.

Customer support

Customer support is available through the website via several channels: chat, callback, help center, and a contact form.

Design responsiveness

Highly responsive website design ensures the level of service remains in sync and matches mobile customer demand.

Main project features

Product Catalogs

The catalog is the website core. Users navigate through different categories and manufacturers. They use search and filters to refine results via a dozen of parameters.



Deals are a substantial yet separate part of the catalog. There are several subcategories with hundreds of items inside. Deals frequently change, encouraging customers to follow website updates.


Pre-owned Gear

The pre-owned gear catalog offers devices of different degrees of preservation, from open-box items to parts-only. Customers see the gear condition in the description, saving the decision time. Customers can also sell their equipment.


Shopping Cart

Complex calculations apply. Customers see the price, including taxes, rebates, and discounts, which vary.

Customers can select from several payment options, including debit and credit cards, gift certificates, financing, reward points, etc.


Let’s discuss your needs today.

Do you need to expand your team with experts in ecommerce development quickly? No problem.

Contact Us

Project timeline

  • Project Timeline

    2007 – 2019


Web technologies

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Application framework

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    3.0.NET Framework

Front end

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Back end

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    Dapper ORM systems

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    Endeca search engine

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    Castle Windsor IoC

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    MS SQL

our clients say


CTO, Adorama Inc.

“…they are realistic. They never promise something they don't believe is going to happen. This allows me to rely on them, and I know that when they do promise something, they will be able to deliver. ”