Case studies/CS_01/2025

Rebuilding a fashion retailer into a $12M/yr headless commerce engine.

+47%
Mobile conversion
0.4s
LCP, p75
$12M+
Annual revenue
99.99%
Peak-season uptime
Client
Veridian Store
Industry
E-Commerce
[ Brief ]

The short version

A legacy Shopify storefront was losing Black Friday traffic to mobile crashes. We rebuilt the entire purchase path as a headless, edge-rendered experience — and the next peak season ran without a single minute of downtime.

Services
Headless commercePerformance engineeringSubscription billing
Stack
Next.js 15SupabaseStripeVercel EdgeSanity CMS
01

Challenge

Veridian's six-year-old Shopify theme buckled the moment a paid campaign went live. Mobile sessions crashed mid-checkout, the storefront cached aggressively, and the team had no way to ship a new PDP without a developer. Conversion had slipped 31% over two quarters and the founders were losing sleep every November.

02

Approach

We treated the rebuild as a platform decision, not a refresh. Discovery ran for two weeks — analytics, session replays, and a checkout teardown — before a single component was drawn. The new architecture split cleanly into a fast, edge-rendered storefront, a Supabase-backed content and product layer, and Stripe as the single source of truth for subscriptions and one-off orders.

03

Build

We migrated in three waves: PDP and PLP first, then the cart and checkout, then the post-purchase flows and account area. Each wave shipped behind a feature flag, with the legacy theme hot-swappable if anything went wrong. We built a small set of composable PDP blocks in Sanity so the merchandising team could finally ship a campaign without filing a ticket.

04

Outcome

Black Friday launched on the new stack. LCP on mobile dropped from 4.1s to 0.4s, conversion recovered and then surpassed pre-incident levels, and the team ran a flash sale two weeks later without asking engineering. Subscription attach rate grew 22% in the first quarter on the new platform.

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