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Ecommerce

Headless Commerce Re-Platform for a Multi-Brand D2C Retailer

We moved several brand storefronts from a monolithic platform to a headless architecture with a shared commerce core. Brands now launch campaigns and pages independently while sharing catalog, cart and checkout services.

Multi-brand D2C retailer, India and GCC (composite) · Ecommerce

Headless Commerce Re-Platform for a Multi-Brand D2C Retailer

Challenge

Preserving SEO rankings and customer logins during migration. We used URL mapping with redirects, phased traffic shifting and silent account migration on first login.

Approach

We built Next.js storefronts on a shared design system, backed by a headless CMS for content and a composable commerce layer for catalog, pricing, cart and promotions. An API gateway (GraphQL BFF) aggregates services per channel. Pages are statically generated and revalidated on edge CDN, with server rendering only where personalisation requires it. Migration ran brand by brand behind a routing layer so URLs, SEO and customer accounts were preserved.

Outcome

Illustratively ~30–50% faster page loads on mobile Marketing launches pages and campaigns without developer releases Brands deploy independently, eliminating cross-brand release freezes New brand storefronts launched from a template in weeks SEO traffic held stable through migration

~30–50%Illustratively faster page loads on mobile
✓Marketing launches pages and campaigns without developer releases
✓Brands deploy independently, eliminating cross-brand release freezes

Problem solved

Every brand change required a release on a shared monolith, causing slow pages, release conflicts and long campaign lead times.

What we built

We built Next.js storefronts on a shared design system, backed by a headless CMS for content and a composable commerce layer for catalog, pricing, cart and promotions. An API gateway (GraphQL BFF) aggregates services per channel. Pages are statically generated and revalidated on edge CDN, with server rendering only where personalisation requires it. Migration ran brand by brand behind a routing layer so URLs, SEO and customer accounts were preserved.

Benefits

Illustratively ~30–50% faster page loads on mobile Marketing launches pages and campaigns without developer releases Brands deploy independently, eliminating cross-brand release freezes New brand storefronts launched from a template in weeks SEO traffic held stable through migration

Next.jsHeadless CMSGraphQL BFFCDNComposable commerceDesign system

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