Global e-commerce brand · Web & SEO

Headless storefront

A migration from a legacy monolithic platform to a fast, headless Next.js storefront, built for search visibility and conversion in every market.

Retail and e-commerceNext.jsWeb DevSEO

<0.8sLoad time

+28%Conversion rate

The challenge

What needed to change

The brand’s storefront ran on a legacy monolithic platform where the front end, catalogue and checkout were tightly coupled. Pages were slow to load, especially on mobile and far from the origin server, and every design change required a risky full release.

Slow pages were costing sales and search visibility. The brand needed a faster, more flexible storefront that its marketing team could update without waiting on developers, while protecting the organic traffic it had already earned.

Our approach

How we delivered it

Step 1

Decouple the architecture

We separated the storefront from the commerce back end, connecting them through APIs so each could evolve independently.

Step 2

Build a Next.js front end

Pages are pre-rendered and served from a global edge network, with optimised images and minimal JavaScript on every route.

Step 3

Protect and grow search

A full redirect map, structured data, clean URLs and Core Web Vitals monitoring kept existing rankings safe through the migration.

Step 4

Hand over control

A headless content workflow lets the marketing team publish campaigns and landing pages without a developer release.

Results

The outcome

Pages now load in under 0.8 seconds.
The conversion rate increased by 28% on the new storefront.
Organic search visibility was protected through the migration with a complete redirect and structured-data plan.
The marketing team launches campaigns independently, without full-site releases.

Stack

Built with

Next.jsReactTypeScriptVercelGoogle Search ConsoleLighthouse

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