Facilitated Digital Commerce Transformation for a Leading Audio & Wearable Brand

We helped the client transition to Shopify headless architecture, implemented a MACH-aligned commerce stack, and streamlined their workflows, leading to 3x operational efficiency and a significant boost in ROI.

About this
Project

About this project

We focused on reshaping the client’s Direct-to-Consumer (D2C) business by modernizing their digital commerce foundation and improving how customers discover, evaluate, and purchase products across devices. Despite being a dominant leader in audio and wearables with strong marketplace traction, the client’s D2C platform was not delivering the speed, stability, or conversion performance the brand required to scale. Successive Digital partnered with the client to execute a full-scale digital commerce transformation powered by a Shopify headless architecture and a MACH-aligned technology stack. The project addressed critical issues across performance, user experience, order workflows, SEO, and operational scalability—areas that directly impacted conversions and revenue contribution from the D2C channel.

Industry

Retail and Commerce

Region

APAC

About
Client

About the client

The client is one of India’s leading lifestyle brands and the world’s second-largest wearable manufacturer, renowned for its innovative audio and smart wearable products. Over the past few years, the brand has established a strong presence on major marketplaces, including Amazon and Flipkart, while strategically expanding into Direct-to-Consumer (D2C) channels to enhance customer engagement and retention.

Our
Offering

Challenge

Despite substantial brand equity and high traffic, the D2C platform was underperforming due to a mix of business and technical challenges. Slow page load times significantly affected conversions and user experience. Manual order management across D2C, SAP, and Shiprocket created inefficiencies and delays.

The platform’s cluttered UI, inconsistent CTAs, and limited search and filter options led to high bounce and cart abandonment rates. Additionally, an understaffed tech team with limited QA and ownership resulted in fragmented execution, contributing to an 81% checkout abandonment rate and 86% product view drop-off.

Solutions Implemented

To address performance bottlenecks, scalability challenges, and UX inefficiencies, a comprehensive digital commerce transformation roadmap was executed. Our solutions focused on optimizing front-end performance, modernizing architecture, and establishing an agile engineering foundation.

Performance Optimization: Improved page load speed through code optimization, JS deferment, externalized scripts, lazy loading, enhanced caching, and CDN integration.
Experience Revamp: Delivered a cleaner homepage, intuitive navigation, compare and wishlist features, fixed CTAs, and new checkout options to improve usability and conversion rates.
SEO Enhancement: Strengthened organic visibility with improved URL structures, 301 redirects, image compression, and comprehensive on-page optimization.

Solution 1

Modern Architecture Transition

Migrated to a Headless Shopify setup powered by Hydrogen, Oxygen, and GraphQL for faster rendering and future scalability.

Solution 2

Agile Engineering & DevOps

Established a sprint-based DevOps pipeline with version control, QA, regression testing, and structured release cycles.

Solution 3

Scalable Digital Foundation

Implemented a MACH-aligned commerce stack with a decoupled CMS, data-driven personalization, AI-led recommendations, and ongoing UX and SEO optimization via A/B testing and analytics.

Result

Providing results that exceeded the client’s expectations

Reduced page load time from ~20 seconds to 3–5 seconds, driving a 35–45% increase in conversion rate.	D2C revenue contribution increased from 6% to 8% to a targeted 15–18%, supported by improved checkout flows and user engagement.
Lowered bounce rate from 63% to under 45% and reduced cart abandonment to below 25%, enhancing overall shopping experience and retention.	Unified order visibility across systems, improved SEO performance, strengthened QA processes, and established a future-ready architecture for multi-country expansion.

More
Case Studies