BrickLink gets a revamp

The LEGO Group’s website for reselling sets and bricks, BrickLink, has undergone a redesign to “deliver an easier and more streamlined shopping experience”.

Last year, the LEGO Group acquired BrickLink, allowing the Danish company to earn commission from fans and vendors selling LEGO sets and bricks. As the first big move since buying the website, BrickLink is now undergoing an overhaul. The new design in its beta phase, during which time the classic version of the website will still be available.

Here is the official announcement:

If you have been with BrickLink for a long time, there is no doubt that you have heard about BrickLink XP from us or the community. The goal of BrickLink XP was to deliver an easier and more streamlined shopping experience and to be mobile-friendly with a responsive interface. Today, you will be able to experience the redesign with the beta release of BrickLink XP.

The statement goes on, explaining that the redesign is designed to help new users: “that begins with people coming out of their dark ages and trying to purchase something to rekindle that fire.”

An Amazon-style ‘buy box’ has been introduced, giving the ‘best store’ to buy from prominence over other stores. Apparently, “many factors” – that are undisclosed – are take into consideration when determining which store gets the ‘buy box’. Among sellers on Amazon, the ‘buy box’ is highly contentious, with sellers aggressively pursuing the all-important sales booster.

More changes are promised and feedback is being sought from BrickLink users.

The LEGO Group recently closed down Sohobricks, which the company purchased along with BrickLink.

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