UrbanThread: Fashion E-commerce Store
Headless storefront with fast search, wishlists, and a smooth checkout flow.
Client
UrbanThread Apparel
Industry
E-commerce / Fashion
Duration
7 weeks
Biggest result
+45%
mobile conversion
Overview
Headless storefront with fast search, wishlists, and a smooth checkout flow.
The Challenge
UrbanThread Apparel had outgrown their slow, template-based e-commerce platform. They needed a fast, headless storefront that could handle their growing product catalog, offer advanced search and filtering, and provide a frictionless checkout experience — all while maintaining their bold brand identity.
Our Solution
We built UrbanThread as a headless e-commerce store using React for the frontend and Node.js for the custom API layer. PostgreSQL stores the product catalog with full-text search for instant results. Users can create wishlists, filter by size, color, and collection, and check out in under 30 seconds with Stripe. The whole store is hosted on AWS with CloudFront CDN for global performance.
See it in action
Explore the app across three screens and watch the deployment pipeline in action.
New arrivals
Before vs After
Drag the slider to compare the old process with the new one.
Before
3.5s
Page load speed
After
0.8s
Page load speed
Page load speed
Before
3.5s
After
0.8s
Checkout completion
Before
58%
After
77%
Mobile conversion
Before
1.2%
After
1.7%
Results
0
Page speed
+0%
Checkout completion
+0%
Mobile conversion
Improvement visualization
Key Features
- Headless architecture with React frontend and Node.js API
- Instant full-text product search with faceted filtering
- User accounts with wishlists and order history
- Stripe checkout optimized for under 30-second completion
- AWS deployment with CloudFront CDN for global performance
Tech Stack
Project Timeline
Discover
1 weekAnalyzed catalog size, search patterns, and checkout bottlenecks.
Build
5 weeksBuilt headless React frontend, Node.js API, PostgreSQL search, Stripe.
Launch
3 daysMigrated product catalog, deployed on AWS with CloudFront CDN.
Optimize
OngoingSearch relevance tuning, A/B test checkout flow, add wishlist features.
"Our old platform took 3.5 seconds to load. Now it is under a second. Mobile conversion jumped 45%. The headless architecture means we can move fast without the template constraints."
Sophie Laurent
Founder, UrbanThread Apparel
Want results like this?
Get a free consultation. Tell us your goal and we will show you how to get there.
Want results like this?
Get a free consultation. Tell us your goal and we will show you how to get there.
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