Sanders Lobster Company

Custom eCommerce Website Unlocks Nationwide Sales for Local Business

Challenge: Build an e-commerce store to help a local legend go national


Sanders Lobster Company wanted a new website that would help them broaden their customer base. Locals already know and trust the Sanders Family brand—both the Lobster Company, established in 1952, and the local fish market, a staple in Portsmouth since the mid-1980s. Sanders Lobster Company wanted the new site to communicate quality and reliability to a wider audience and convert those new leads into e-commerce customers.

Strategy: A customized e-commerce shop with powerful conversion and content strategies. 

The new Sanders Lobster online store allows shoppers anywhere in the country to order lobsters, mussels and steamer clams for overnight delivery.


We knew that the new site had to convey Sanders’ reputation for quality seafood and tell their unique story. The company’s rich heritage and history in the Seacoast community had to be communicated in a way that would reinforce a perception of quality and service, and position Sanders as a trusted leader in the seafood industry.


True to the mission of increasing the audience for Sanders Lobster, Vital developed a lead conversion strategy that would generate sales through call-to-action prompts and a rich, seamless user experience.

Not surprisingly, live lobsters are a tricky product to ship. Sanders needed an e-commerce store that could ensure the freshness of their products. Vital worked with Sanders to build an ecommerce solution with OpenCart that could accommodate inventory issues, payment processor options, shipping calendar restrictions, and integration with their shipping networks.

Results: A customized e-commerce shop with powerful conversion and content strategies

Vital developed a user interface that made the website extremely simple and intuitive to navigate. The store gives customers the ability to select live or cooked lobsters for overnight shipment, plus an “up sell” option to add steamer clams or mussels to their order at checkout.


The site had to be easily found by those searching the web for New England seafood. This required a solid SEO strategy and a website built with a well-optimized foundation and poised for growth with a blog. With the integrated WordPress blog, Sanders can share updates and stories from the lobster pound.

With Sanders new, custom OpenCart Ecommerce store, it’s a cinch for land-locked lobster-lovers and far-flung New Englanders to get a batch of bugs overnighted to their doorsteps. It’s easy, fast and wicked fresh.


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