Toys “R” Us

Shifting primary ecommerce revenues to digital


We were tasked with optimising the $1.5bn e-commerce function of Toys “R” Us as offline stores and leveraged debt bled the company into bankruptcy. As one of the first to invest in online in the 90’s, Toys “R” Us were still feeling the weight of legacy technology and needed lifted out fast.

Toys “R” US were also mid chapter 11 bankruptcy however still trading they required immediate optimisation to boost ecommerce revenues. Toys “R” US subsequently failed however during our time we boosted all major KPIs and have since helped other retailers optimise their ecommerce in circumstance where they have a failing bricks & mortar business, debt laden and unable to spend heavily on ecommerce investment.



Mobile Conversion Rate


Overall Conversion Rate


Cart Abandonment on Mobile decreased by


Cart to Checkout Conversion


Add to Cart


  • User interface design and development
  • Back-end system integration
  • Responsive web development & QA
  • Technical planning
  • Ongoing feature development and optimization
  • Analytics and optimization

“Bringing on Dawson Andrews was crucial to our e-commerce success. We were missing a lot of opportunities and had little time to salvage it.” Victor Ortiz
VP Digital Product, Toys “R” Us

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