E-commerce · 9 weeks, zero downtime cutover

Replatforming e-commerce: 4× faster pages, +18% conversion

A headless storefront rebuild that took mobile LCP from 4.8s to 1.2s and lifted conversion 18%, migrated with zero downtime.

mobile LCP, down from 4.8 s: 1.2 s; mobile LCP, down from 4.8 s
checkout conversion rate: +18%; checkout conversion rate
downtime during migration: 0 min; downtime during migration

The challenge

Client: Direct-to-consumer retail brand
Services: Web Development, Cloud Solutions, DevOps & Platform
Timeline: 9 weeks, zero downtime cutover

A growing DTC brand was stuck on a heavily-customized legacy storefront: 4.8-second mobile loads, plugin conflicts on every update, and a checkout that punished the paid traffic they were buying.

Peak season was twelve weeks away. A risky big-bang migration, or another season of paying for clicks that bounced.

What we did

The approach, decision by decision

01
Headless storefront on a performance budget
Next.js storefront with server components, edge rendering, and image optimization, with every template held to a Core Web Vitals budget enforced in CI.
02
Strangler migration behind the same domain
New storefront rolled out route by route behind a CDN, with catalog and order data syncing both ways, so customers never saw a maintenance page.
03
Checkout friction audit
Rebuilt checkout with express payment options, address autocomplete, and inline validation, then A/B verified each change against completed orders.

The results

Mobile LCP improved from 4.8s to 1.2s; all Core Web Vitals green in field data.
Checkout conversion up 18% within six weeks of full cutover.
Zero downtime through the migration and the following Black Friday peak.
Marketing team ships landing pages via CMS in hours instead of sprint tickets.

Built with

Next.js
TypeScript
Shopify
Sanity
Cloudflare
Vercel

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