A storefront that sells more and needs a developer less
A headless commerce rebuild with a CMS the merchandising team runs on their own.
The challenge
Northwind sells homeware online and in twelve stores. Their storefront ran on an ageing monolith where every banner, landing page and product story needed a developer ticket, and peak-season traffic regularly pushed page loads past four seconds on mobile.
The merchandising team wanted to launch campaigns the same day they were planned. The business wanted the site to stop costing them sales.
What we did
One team from scope to launch. The stack behind it:
Audit before redesign
We spent the first week in analytics and session recordings. Most drop-off happened on slow category pages and a checkout that asked for an account up front, so those became the priorities.
Headless, not heavy
We kept their existing commerce engine for orders and inventory and put a fast, server-rendered storefront in front of it. Category pages are cached at the edge and update within seconds of a price change.
A CMS built around campaigns
Merchandisers assemble landing pages from a small set of tested blocks: hero, product rail, story, lookbook. They preview on real devices and publish without us.
Guest checkout and wallets
Checkout went from five steps to two, with guest checkout, saved addresses and Apple Pay and Google Pay.
The outcome
The new storefront launched eight weeks after kickoff, two weeks before the autumn sale. Median mobile load time dropped below 1.5 seconds, and the merchandising team shipped fourteen campaign pages in the first month without a single developer ticket.
“TechVision rebuilt our storefront in eight weeks. It loads faster, our team can update it without a developer, and it sells more.”
Head of DigitalNorthwind
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