+28% conversion on a headless commerce rebuild

A US direct-to-consumer brand was selling well and shipping changes slowly. Its storefront and back office were one monolith, so every merchandising idea queued behind engineering, and the mobile experience was losing customers at checkout.

The problem

Two things were bleeding revenue. Pages were slow on mobile — poor Core Web Vitals dragging down both conversion and search ranking. And the catalog was rigid: seasonal campaigns, new collections, and pricing experiments all needed a developer, so the merchandising team couldn't move at the speed of the market.

What we built

We replatformed to a headless architecture: a fast Next.js storefront on the front end, a flexible commerce backend behind it, connected through a clean content and catalog API the merchandising team controls directly. Product pages render at the edge and cache aggressively, so they're fast everywhere. The team now launches campaigns and edits the catalog without a deploy.

We migrated catalog, customers, and order history incrementally and ran the new storefront in parallel before cutting traffic over.

The result

A storefront that's fast for shoppers and flexible for the team that runs it.

• Conversion rate up 28%
• Mobile LCP down to about 0.9s
• Organic traffic up 22% as Core Web Vitals improved

Merchandising ships campaigns on its own schedule; engineering builds what's next.

Figures are anonymized at the client's request.