Headless commerce replatform for a heritage retailer
A 40-year-old textiles retailer moved 6,400 SKUs to a headless Shopify storefront and doubled mobile revenue.
Client Feedback
“Our festive week did more revenue than the previous full quarter. The site simply did not blink.”
Reema Shah
Director, Saffron House
Measurable business results
+108%
Mobile revenue
+175%
Conversion rate
-29%
Cart abandonment
12×
Peak traffic handled
The Problem
A legacy theme with 6,400 SKUs took 6s to render a collection page. Mobile conversion sat at 0.4% and cart abandonment at 82%.
Before our intervention:
- 6.0s collection page render
- 0.4% mobile conversion
- 82% cart abandonment
The Outcome
Cutover at 2am with DNS pre-warmed and a rollback plan that was never needed.
After launch:
- 0.9s collection page render
- 1.1% mobile conversion
- 58% cart abandonment
How we designed and engineered it
Discovery & Insights
Session replays across 5,000 visits plus interviews with 20 repeat buyers. Fabric texture and true colour were the deciding factors buyers could not judge online.
UX & System Design
Zoomable fabric macro photography, a swatch-first product page, and a three-field checkout with UPI as the default.
Engineering & Quality
Headless Shopify Storefront API with edge caching, incremental catalogue sync and a custom swatch merchandising tool.
Services Delivered
Technology Stack
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