How we order the catalogue

The order of products and boutiques in the catalogue and in search results is not random. Here is what affects it — and what the “Promoted” labels mean.

What decides the order

A list without a search term (default “Featured” sort): a product score recalculated every hour decides, made of popularity over the last 30 days (views, wishlist and cart additions, and most strongly units sold), the average customer rating weighted by the number of reviews (one 5/5 rating does not beat many 4.8 ones), freshness (a new product stands higher for its first 14 days), availability (a product out of stock or without a photo stands lower) and the platform featuring the boutique. When a page of the list also holds products from other boutiques, we interleave them: at most two products from the same boutique stand in a row, as long as that page has products from other boutiques left. When only one boutique has products, there is nothing to interleave them with.
Search results: first how well the name and description match the search term, then how similar the name or brand is, and on equal relevance — the average rating. A boutique being featured does not affect search results.
When a search term returns nothing (for example because of a typo), we show products with a similar name and say so above the list.
A sort you choose (price, newest, rating, number of reviews) sets the order on its own — features and promotions do not change it. Ties are broken by a fixed product identifier, so pages of the list do not repeat.
The “Featured” shelf on the home page: one product from each boutique first, then a second, and so on. Within each round, products recommended by the boutique itself come first, then the same score as in the “Featured” sort decides.
The boutique list (default “Featured”): a boutique score recalculated every hour decides, made of sales over the last 30 days, views of its products, number of followers, number of active products, the average rating weighted by the number of reviews, freshness (a new boutique stands higher for its first 30 days) and featuring by the platform. When scores are equal, the boutique's fixed identifier decides.
The order does not depend on a boutique's subscription plan, commission rate or use of AI tools. The only paid influence on what you see are the labelled “Promoted” inserts (products and boutiques) described below.

What “Promoted” means

A boutique can promote selected products. Pro and Enterprise plans include some of these slots (2 and 5 products respectively), and a boutique can buy more. A promoted tile is always labelled “Promoted” and stands in a fixed place — at the very top of the list and then every eighth — it never reorders the others. When there are more promoted products than places, we draw which ones appear on every view, so each has an equal chance. The insert meets the same filters as the list, and we only promote products that can be bought: available, from a boutique that is not on holiday.

A boutique can also pay to promote the whole shop. A promoted boutique is labelled “Promoted” and stands in fixed places: on the boutique list at the very top and then every sixth, and in the featured boutiques strip on the home page in the first and fourth place. The order of the other boutiques does not change, the insert meets the same filters as the list, and when there are more promoted boutiques than places, we draw which ones appear on every view.

The number of inserts is capped: at most one promoted tile per eight ordinary ones in the product catalogue and one per six on the boutique list. Above that the list stops being useful, so the limit lives in the code rather than in a guideline.

“Featured boutique” and “Recommended by the boutique”

The “Featured boutique” label is given by the platform. It is a free editorial decision, independent of the boutique's plan and fees, taken only among boutiques that meet the criteria described below; it is one of the components of the “Featured” score of products and boutiques, weaker than popularity and customer ratings. “Recommended by the boutique” marks a product the boutique itself picked for the home-page shelf — it does not pay for that either.

Only a boutique that meets all five criteria at once can be featured:

a verified boutique — ownership of the company confirmed;
complete product data — at least one active product, and every active product has a photo and manufacturer details (name, address, e-mail), clothing also its fibre composition;
a customer rating of at least 4.5 from at least 10 reviews of the boutique's products — the reviews shown in the shop count;
no open disputes (a customer's request for the platform to step in, a problem reported with an order) and no returns or complaints waiting past their deadline for an answer or a refund;
shipping within the declared time — at least 90% of the orders paid in the last 30 days shipped by the end of the working day on which the delivery time shown for the chosen delivery method runs out (where the method shows none — within 2 working days of payment); orders shipped and orders whose deadline has passed count, cancelled ones do not, and with no such orders the criterion is met.

Meeting the criteria does not mean being featured — the platform chooses among the boutiques that meet them. We check the criteria every day: when a featured boutique stops meeting them, the label is removed and the boutique receives a statement of reasons. The demo boutique, a suspended boutique and a boutique whose cooperation has ended are not featured.

What decides the order

A list without a search term (default “Featured” sort): a product score recalculated every hour decides, made of popularity over the last 30 days (views, wishlist and cart additions, and most strongly units sold), the average customer rating weighted by the number of reviews (one 5/5 rating does not beat many 4.8 ones), freshness (a new product stands higher for its first 14 days), availability (a product out of stock or without a photo stands lower) and the platform featuring the boutique. When a page of the list also holds products from other boutiques, we interleave them: at most two products from the same boutique stand in a row, as long as that page has products from other boutiques left. When only one boutique has products, there is nothing to interleave them with.

Search results: first how well the name and description match the search term, then how similar the name or brand is, and on equal relevance — the average rating. A boutique being featured does not affect search results.

When a search term returns nothing (for example because of a typo), we show products with a similar name and say so above the list.

A sort you choose (price, newest, rating, number of reviews) sets the order on its own — features and promotions do not change it. Ties are broken by a fixed product identifier, so pages of the list do not repeat.

The “Featured” shelf on the home page: one product from each boutique first, then a second, and so on. Within each round, products recommended by the boutique itself come first, then the same score as in the “Featured” sort decides.

The boutique list (default “Featured”): a boutique score recalculated every hour decides, made of sales over the last 30 days, views of its products, number of followers, number of active products, the average rating weighted by the number of reviews, freshness (a new boutique stands higher for its first 30 days) and featuring by the platform. When scores are equal, the boutique's fixed identifier decides.

The order does not depend on a boutique's subscription plan, commission rate or use of AI tools. The only paid influence on what you see are the labelled “Promoted” inserts (products and boutiques) described below.

What “Promoted” means

“Featured boutique” and “Recommended by the boutique”

Only a boutique that meets all five criteria at once can be featured:

a verified boutique — ownership of the company confirmed;

complete product data — at least one active product, and every active product has a photo and manufacturer details (name, address, e-mail), clothing also its fibre composition;

a customer rating of at least 4.5 from at least 10 reviews of the boutique's products — the reviews shown in the shop count;

no open disputes (a customer's request for the platform to step in, a problem reported with an order) and no returns or complaints waiting past their deadline for an answer or a refund;

shipping within the declared time — at least 90% of the orders paid in the last 30 days shipped by the end of the working day on which the delivery time shown for the chosen delivery method runs out (where the method shows none — within 2 working days of payment); orders shipped and orders whose deadline has passed count, cancelled ones do not, and with no such orders the criterion is met.