- E-commerce
- E-commerce Solutions
- CMS Development
- Systems Modernization
Every marketing page waiting behind the checkout deploy
A retailer on a single monolithic storefront ships a landing page and a payment change through the same release process, so marketing moves at the speed of the riskiest thing in the queue. Moving the front end off the monolith separates the two, one route at a time.
Representative engagement. This describes a pattern we build rather than one named client: the situation that produces it, how we approach it, and the range of outcomes that kind of work lands in. Figures are stated as ranges or targets, never as a measured result for a specific customer. Our named client work is on the work index.
- Industry
- E-commerce
- migration with no big bang cutover weekend
- Route by route
- faster page loads on mobile (typical range for this pattern)
- 20 to 50%
The problem
The platform does everything, which is why it was chosen and why it is now the bottleneck. A copy change waits for the same review, the same freeze window and the same rollback plan as a change to how money is taken. Performance is the other half. Templating, plugins and third party tags accumulate over years, and by the time anybody measures it, the product page is slow on exactly the devices most of the revenue arrives on. A full replatform is the obvious answer and the wrong one. Rebuilding checkout, catalogue, pricing, fulfilment and integrations simultaneously, then switching over in one weekend, is a bet with no partial credit.
What we built
A strangler pattern. A new front end is put in front of the existing platform and takes ownership of one route at a time, starting with the pages that are pure content and therefore carry the least risk. Content moves into a headless CMS so marketing publishes without a deployment. Product and category pages follow, reading from the existing commerce backend rather than from a new one. Checkout stays where it is until everything else is proven, because it is the part with the least to gain and the most to lose. Every route that moves is measured on real device performance before and after, and every URL either survives or is redirected. That mapping is written before the first route moves, since ranking loss in a replatform is almost always a redirect problem.
What changed
Marketing stops queueing behind engineering. A campaign page goes live when it is written, which changes what the team is willing to try. On performance, the range below is what moving templating and third party weight off the critical path typically produces, and it is the range this work is scoped against. The conversion effect follows from it rather than being claimed separately.
Built with
- Next.js
- TypeScript
- Sanity
- Shopify
- Vercel