An e-commerce stack that survived Black Friday at 3× traffic.

Replatformed a 14-store retail group onto a headless commerce stack with custom SEO templates that rank for 1,800+ commercial queries.

Northwind Retail

Headless commerce, programmatic SEO, performance engineering.

3×

Peak traffic handled

+186%

Organic sessions

1.1s

Median TTFB

Problem

What we were hired to fix.

The previous Shopify theme buckled every sale weekend. Category pages didn't rank. Mobile conversion was half the industry benchmark.

Approach

The work we did.

Headless build with Next.js and a custom commerce layer. Programmatic SEO templates for category, brand and use-case pages. Edge caching for everything above the fold.

Outcome

Where it landed.

Black Friday weekend ran clean at three times the previous year's peak. Organic sessions up 186% twelve months on, with category pages ranking for 1,800+ commercial queries.

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