Expressiva Modas
Magento e-commerce for a multi-brand fashion store in Guarapuava, founded in 1990 — today a storefront that turned into a WhatsApp-driven sales operation, staffed by a team of sales consultants.
Every time I walk past Expressiva's physical store, in downtown Guarapuava, I remember this project — it was one of the e-commerce sites I built at K13, and it turned out genuinely good-looking.
A multi-brand store since 1990
Expressiva was founded in 1990, out of three sisters' shared passion for fashion — today one of the best-known multi-brand stores in Guarapuava. The catalog is dominated by Colcci, alongside pieces from Carrano, Farm, Dudalina, Luiza Barcelos, Lacoste, and Morena Rosa.
Under the hood
| Layer | Technology |
|---|---|
| E-commerce | Magento |
| JavaScript | Prototype.js (Magento's native framework), jQuery, core-js |
| Carousel | Slick |
| Gallery/lightbox | FancyBox, elevateZoom |
| CSS framework | Bootstrap |
| Icons | Font Awesome |
| Email marketing | MageMail |
| Analytics/Ads | Google Analytics, Google Tag Manager, Google Ads, Facebook Pixel |
From cart to WhatsApp
The Magento behind Expressiva was originally built with a real cart and checkout — you can still see it in the site's FAQ page, which describes a "Shopping Cart" flow with CEP-based shipping calculation. That flow doesn't exist anymore: not a single product in the current catalog shows a buy button. On every one of them, the CTA is "Talk to a Consultant", which opens a list of eight real salespeople, each with a pre-filled WhatsApp message already referencing the product. The store became a showcase — the actual sale happens in the chat.
A catalog with no single variation pattern
One way to see it up close: not every product has a size or color selector. A sneaker with more than one size in stock shows a "Select Size" button grid — but most of the catalog (dresses, t-shirts, belts, sunglasses) has no selector at all, because color and size are already baked into each product's name and URL. A belt in four color/size combinations becomes four separately registered products, not one product with variants. I never saw a clickable color swatch on any product — color is always part of the name.
Categories
Clothing, Footwear, Accessories, and Beachwear, each with filters by subcategory, price range, and color — no grid/list toggle.
About
The story of the three founding sisters, told in the brand's own voice, closing with the campaign hashtag #AmoExpressiva.