The Institute of Physics Publishing hired Limitless to write the software behind an online bookstore that they had already designed and specified. This ultimately involved the development of over 20,000 lines of perl and SQL, and the design and implementation of a web-based administration system to manage the site.

The online bookstore at the Institute of Physics sells the institute's publications. IoP wanted a store with functionality such as topic-based browsing, customer reviews and e-mail alerting in addition to the usual searching and secure shopping features. They created a detailed design document, and hired Limitless to write the software to make it all work.

Frank Wales wrote the software behind the site, in the client's choice of perl on Solaris, with a database based on Illustra, and also designed the web-based administration system used internally to manage the site, ultimately ending up with about 20,000 lines of code. He also wrote extensive web-based documentation of the software to allow IoP to take over its maintenance. The store opened for business in December 1998.