Fashion retail · UK / EU
Headless commerce migration, twice the conversion
A UK fashion retailer's legacy store was slow and clunky on mobile. The brief: migrate to a headless storefront that is fast, easy to merchandise, and converts far better on phones.
Conversion rate
+96%
vs legacy store
Average order value
+14%
better bundling
Page load
1.2s
was 4.8s
Cart abandonment
−22%
smoother checkout
Conversion rate
weekly %, before vs after migration
Page load time
seconds by template · lower is better
◆ Findings
- The mobile store took nearly 5 seconds to load — and most shoppers are on mobile.
- A heavy, multi-step checkout was losing one in three carts.
- Merchandising changes needed a developer, so the catalog felt static.
✓ What we did
- Moved to a headless storefront with images and code tuned for mobile speed.
- Rebuilt checkout into a single fast step with wallet and express pay.
- Gave the team self-serve merchandising so they can re-arrange shelves themselves.
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