Narcos.eu: Bold e-commerce with a twist of smoke and style

When you hear “Narcos,” what comes to mind? For most, this is the bold story of Pablo Escobar, the larger-than-life character portrayed in the popular Netflix® series Narcos.

This thought became our guiding light when we joined forces with narcos.eu, the European retailer of Narcos branded goods. Think lighters, rolling papers, smoking accessories, and more – all inspired by the raw, uncompromising vibe of the show.

Just like Pablo Escobar’s bold story the shop should be as unusual, audacious, and fresh.

The challenge

We were asked to focus on Narcos’ vibe. But here’s the challenge:

How to bring a famous story to life in an online store without being too obvious or glorifying smoking in a world where tobacco products are falling out of favor?

And that’s not all. Selling tobacco and related items in the EU means navigating strict regulations:

• Age verification processes.
• Restricted payment methods.
• Special terms and conditions.

On top of that, narcos.eu needed to cater to two distinct customer bases:

• B2C shoppers looking for stylish, smoking-inspired merchandise.
• B2B clients who required unique product access, pricing, and layouts.

It was a complex puzzle with many moving parts.

Our approach

Choosing the right tech stack

With the client based in Germany, Shopware 6 was a natural fit. This robust platform provided the flexibility we needed to meet both regulatory demands and the client’s creative vision.

Designing with attitude

“Design is as a Versace have it” said the client.

To capture the Narcos vibe, we started with an intense collaboration between our designers and the client. Seven design workshops later, the vision was clear:

• Big, bold visuals.
• Luxurious, Versace-like aesthetics.
• Minimal padding, premium quality images, and striking videos/gifs.

The result? A storefront that exudes style and confidence.

Custom features to meet unique needs

We didn’t stop at aesthetics. Custom solutions included:

• Age verification: A mandatory popup to ensure compliance.
• Payment limitations: Only EU-compliant methods allowed.
• Tailored access: Two storefronts in one – B2C shoppers and B2B clients each get a bespoke experience with exclusive products and pricing.

The team

This bold vision required a bold team:

• 2 Frontend Developers
• 1 Backend Developer
• 1 Quality Assurance Specialist
• 1 Project Manager
• 2 Designers
• 1 DevOps Expert

Together we took on challenges ranging from rewriting almost the entire Shopware store interface to troubleshooting user interface issues.

The challenges we overcame

One of the toughest hurdles was dealing with the default behavior of Shopware plugins. These plugins often overrode standard Bootstrap functionality, causing unexpected and frustrating behavior during development.

Our team had to:

1. Thoroughly investigate these issues.
2. Adjust plugin settings for compatibility.
3. Ensure a seamless user experience despite these obstacles.

What we learned

Building narcos.eu taught us valuable lessons about customization in Shopware:

• The importance of clear, iterative communication between designers and developers.
• Creative problem-solving for heavily regulated industries.
• Balancing bold storytelling with sleek functionality.

The results

After months of development and countless iterations, narcos.eu was ready to make its mark:

• 1200 hours of development.
• 200+ tasks completed.
• 7 design workshops to nail the aesthetic.
• Dozens of calls, tweaks, and brainstorms to ensure perfection.

The result? A premium e-commerce experience that boldly reflects the Narcos brand while complying with EU regulations.

Final thoughts

At the heart of this project was collaboration. Our design team’s quick iterations and the client’s clear vision created a synergy that turned a complex challenge into a bold success.

Narcos.eu is more than an online store. It’s an immersive experience, blending premium design with the audacity of one of the most bold stories of our time.