Headless commerce platform
A €40M GMV apparel brand stuck on Magento 2, paying for a stack their team hated and their customers felt. Mobile conversion was the bleeding edge: industry average was 2.1%, theirs was 0.7%, and every campaign poured money into a leaking funnel.
I rebuilt the storefront from scratch as a Next.js App Router project against Shopify's Storefront API, keeping their existing PIM and ERP integrations intact. The checkout was reduced from a six-step Magento monolith to a two-step flow that loads instantly and ships before the user has time to second-guess.
Mobile conversion went from 0.7% to 2.2% (+212%). Lighthouse holds 98/100 in production. The team ships changes themselves now without a Magento consultant.
Tech stack
The whole picture.
Top-level technologies. Specific packages and integrations are listed below.
Architecture
End to end.
- Next.js App Router with ISR per product page
- Edge middleware for geo-redirect and A/B framing
- Cart state in encrypted cookie + Shopify Cart API
- Server Actions for newsletter, returns, account
- Cloudflare Workers as a thin BFF between storefront and Shopify
- Webhook fan-out to Klaviyo and the warehouse OMS
Libraries
Packages worth naming.
- Next.js App RouterCache Components + ISR
- TanStack Querycart and customer hydration
- ZodStorefront response parsing
- Vitest + Playwrightunit + e2e checkout coverage
Integrations
External systems.
- Shopifycatalog, inventory, orders
- Stripealternative payment methods
- Klaviyolifecycle email and SMS
- Algoliasearch + facets
- GA4 + Meta CAPIserver-side conversion tracking
Building something similar?
Tell me about the product. I'll come back with thoughts and a first shipping date.