Problem Statement

A leading digital outlet retailer, known for offering shoppers the inside scoop on top deals from major fashion and lifestyle brands, originally launched its storefront on a legacy e-commerce platform. The site supported a wide product range from both national and local retailers. 

As the business matured, the platform’s limitations became more apparent—especially after frontend development support was withdrawn. This left the team without the ability to maintain or evolve the customer-facing experience, creating risks to both performance and future scalability. 

To address these challenges, the retailer partnered with us to rebuild their storefront on BigCommerce—a modern, flexible platform that supports rapid feature development and scalable infrastructure. 

This replatforming effort extended far beyond a simple migration. It involved a complete re-architecture of the digital experience, focused on: 

• Empowering internal teams with a flexible content management system 
• Delivering a scalable, high-performance frontend for seamless browsing 
• Enhancing product discovery with advanced filtering and variant previews 
• Designing informative, conversion-focused PDPs 
• Streamlining the checkout experience across multiple brands 
• Improving the login and registration flow for better user engagement 

The result was a modern, future-ready digital outlet experience built for growth, operational efficiency, and high-impact customer engagement. 

Our Solution

We led the end-to-end development of the new storefront on BigCommerce, ensuring seamless integration with the retailer’s marketplace engine and delivering a performance-driven customer experience across all touchpoints. 

Custom Content Control via BigCommerce Page Builder 

We developed custom Page Builder widgets to allow the internal team to manage and update promotional banners, landing pages, and category content without ongoing developer involvement. 

Enhanced Product Discovery with SearchSpring 

To improve filtering beyond native capabilities, we integrated SearchSpring, enabling intelligent faceted navigation and contextual filtering across desktop and mobile. 

Optimized Product Detail Pages (PDP) 

We enhanced PDPs using BigCommerce metafields to display: 

• Size guides, shipping policies, returns, and product highlights 
• Real-time stock messaging based on selected variants 
• A custom image gallery with a clean lightbox viewer 
• Brand-specific upsell messaging driven by metafield logic

Intelligent Login & Registration UX 

We implemented a streamlined login and registration popup with Google Places-powered address autocomplete, minimizing user effort and improving data accuracy. 

Membership-Aware Product Cards 

Product cards were customized to adapt their style and content based on customer group segmentation (e.g., members vs. guests), ensuring a more personalized experience. 

Marketplace-Aware Cart & Checkout 

Given the retailer’s multi-brand marketplace structure, we reimagined the checkout flow: 

• Cart items were grouped by brand for improved clarity 
• Checkout included brand-specific shipping, tax, and discount logic 
• Built a one-page checkout with embedded login and address autocomplete 

Outcome and Business Impact

• Seamless Marketplace Integration: Successfully launched the first storefront of its kind to integrate BigCommerce with a third-party marketplace engine—delivering a scalable foundation for future growth.
• Marketing Team Autonomy: Custom widgets and structured content tools enabled the retailer’s internal team to manage site content independently, reducing time-to-market for campaigns.
• Enhanced Shopping Experience: With improvements across product discovery, personalization, and product detail content, the new storefront offered a more engaging and conversion-friendly user journey.
• Optimized Checkout Flow: Transparent, brand-aware checkout and simplified login flows reduced cart abandonment and increased customer trust during the purchase process.
• Future-Ready Architecture: With modular front-end enhancements and scalable backend integration, the retailer is now positioned to expand its brand network and grow its online outlet offering confidently.