E-Commerce: Headless Architecture for Mobile Growth
Decoupling frontend to achieve 95/100 Core Web Vitals.
The Challenge
S.T Retail's liquid theme was bloated with apps, resulting in a 4-second mobile load time. Conversion rates were dropping. Marketing wanted rich storytelling pages, but the template was rigid. They needed the speed of a Single Page App (SPA) with the reliability of Shopify's checkout.
The Solution
S.T Retail's marketing and engineering leads agreed on the target: SPA-level speed without losing Shopify's reliable checkout. GTEMAS deployed a dedicated frontend squad to build it. The squad went Headless, keeping Shopify for the backend (products, cart, checkout) but building a custom visual layer using Next.js hosted on Vercel. Content Velocity: The squad integrated Sanity CMS, allowing marketing to build custom pages using drag-and-drop components without developer help.
Architectural Strategy
Next.js frontend using Incremental Static Regeneration (ISR) for instant page loads. Middleware layer to aggregate data from Shopify, Yotpo, and Sanity.
Impact & Achievements
The speed boost improved ROAS (Return on Ad Spend) by 25%. The headless structure allowed the later launch of a native mobile app reusing 60% of the code.
Core Web Vital (Mobile)
Mobile conversion uplift
Marketing publishes without code
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