Ecommerce · Headless replatform · 2025
Northwind Commerce
+48% revenue in one quarter after a headless replatform.
The challenge
Where the numbers stood.
Northwind's monolith theme took nine seconds to reach checkout on mid-range phones, and every promotion required a developer. Mobile carried 71% of traffic but only 44% of revenue. The board approved one quarter to fix it — not a year-long replatform.
The approach
Three moves, in order.
Instrument the funnel
Two weeks of session replays and RUM data located the loss: product-page load and a five-step checkout. We wrote the target numbers into the contract before designing anything.
Rebuild the buying path first
Product page, cart, and a two-step checkout shipped headless in week six behind a traffic split — 10%, then 50%, then all of it. The rest of the site followed the money.
Hand the levers to marketing
A block-based merchandising system in Sanity let the team ship campaign pages in hours. Developer tickets for content changes went to zero.
The outcome
What changed.
In their words
“They tied every design decision to a number in our P&L. Six weeks in we were A/B testing the new checkout against the old one — and never looked back.”
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