Headless Commerce Replatform for a Luxury Boutique Marketplace
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Problem
One template, forty boutique identities
A luxury fashion marketplace aggregating 40 partner boutiques ran every storefront on the same rigid template. Boutiques with distinct identities looked interchangeable, merchandising changes queued behind a single release cycle, image-heavy pages loaded slowly on mobile, and the monolith's coupled front end meant even a copy change needed a developer deployment.
Solution
Headless storefronts, shared commerce core
We replatformed to a headless architecture: a shared commerce core exposing catalogue, cart and checkout APIs, with a component-based storefront layer that lets each boutique express its own typography, layouts and editorial content from a headless CMS. Server-side rendering and edge caching optimised the image-heavy pages, and boutique teams now publish content without engineering involvement.
Measurable Impact
What changed after launch
Mobile conversion rate rose from 0.9% to 1.6% following the headless relaunch
Largest Contentful Paint on product pages improved from 4.8s to 1.9s at the 75th percentile
New boutique storefront launches cut from 6 weeks to 4 days using the shared component library
Content changes across all 40 boutique storefronts now ship same-day instead of waiting on fortnightly releases
Tech & Tools Used
What powered the build
Ready to Build your Luxury Fashion E-Commerce Business with Headless Commerce
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