2x
Improvement in scalability.
Retail Marketplace Grows 2x Traffic With Headless CMS
Replatformed a legacy marketplace into a modern headless eCommerce stack
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24/7
Support and maintenance.
2x
Increase in SEO traffic.
Client overview
A home improvement marketplace and technology provider connects homeowners, contractors, and pros to a catalog of tools, fixtures, and building materials. It powers multi-vendor commerce and omnichannel experiences for consumer and professional audiences across America.
As it scales, the company is building a headless commerce platform for customized storefronts, faster merchandising, and integrations. The approach lets teams launch offers while maintaining data quality, SEO, and reliability during migration from legacy systems.
Challenges
Migrating to a headless architecture revealed challenges related to system integration, large-scale data handling, and platform readiness for modern storefronts.
Legacy platform constraints
A 14-year-old legacy platform built on .NET struggled to support new storefront designs, flexibility, modern APIs, and large-scale marketplace operations.
System integration gaps
Integrating APIs for cart, checkout, shipping, and inventory across multiple systems created reliability gaps and delayed storefront feature readiness.
Data migration risk
Inconsistent data structures across the legacy system increased the likelihood of SKU duplication, loss, and relationship mismatches during migration.
Solution
We restructured the commerce platform to support modular storefronts, simplify data migration, and ensure scalable system integration.
Component-driven frontend
Rebuilt the storefront using a modular architecture to support layout flexibility, streamline design updates, and maintain consistency across custom, white-labeled environments.
Seamless system integration
Connected internal and external systems across the checkout, inventory, and promotions workflows to ensure consistent operations and feature compatibility across storefronts.
Product data migration
Executed structured migration of SKUs, attributes, and product relationships across catalogs, preserving data integrity and enabling uninterrupted operations across all storefronts.
Scalable deployment
Implemented a repeatable deployment model to provision and maintain white-labeled storefronts at scale, reducing manual steps and ensuring consistency across regions and partners.
Business impact
The migration delivered measurable improvements in performance, flexibility, and marketing agility.
Improved platform scalability
The headless architecture enabled faster deployments, better performance, and seamless support for growing storefront demands across categories.
Faster marketing execution
Marketing teams gained control to run A/B tests, launch campaigns, and optimize flows without engineering delays or production disruptions.
Reliable data migration
SKUs, pricing, and SEO-critical metadata were migrated without downtime or loss, ensuring continuity and an uninterrupted customer experience.
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Hiren Dhaduk
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