E-commerce Platform Overhaul for Fashion Retailer
Website Development & Performance Optimization
The Project at a Glance
We collaborated with NVRFLD, a fast-growing Indian fashion retailer, to revamp their Shopify-based e-commerce platform. The objective was to build a faster, more scalable, and conversion-optimized online store. Our work included creating a custom Shopify theme, integrating third-party apps, developing tailored components, and streamlining backend processes for better inventory and order management. This resulted in significant performance and user experience gains.
The Challenge
NVRFLD’s existing Shopify store was facing a range of critical limitations that hindered both user experience and business growth. The website was slow to load, especially on mobile devices, leading to high bounce rates and abandoned carts. The out-of-the-box theme had limited customization capabilities, which made it hard to reflect the brand’s aesthetic and adapt to marketing campaigns.
Additionally, the backend lacked workflow automation, making inventory and order management time-consuming across multiple sales channels. SEO implementation was minimal, resulting in low discoverability via search engines. There was also no structured integration with tools like Google Analytics, which made it difficult for the team to analyze user behavior and make informed decisions. Email communication was manually handled, missing opportunities for automated marketing and cart recovery. Overall, the platform struggled to scale with the growing business needs.
Our Solution
To resolve NVRFLD’s technical and business challenges, we implemented a complete rebuild of their Shopify store focused on speed, scalability, and automation. We developed a custom Shopify theme from scratch, resulting in a 3x improvement in page load times. Performance gains were achieved through image compression (reducing average image size by 40%), lazy loading of assets, and minified Liquid and JavaScript code. A mobile-first responsive design was adopted, which helped improve mobile usability scores by 55%.
Custom components were created to allow flexible homepage banners, product sliders, and content blocks, enabling the team to manage promotions without coding. On the backend, we integrated multichannel inventory syncing, cutting manual update time by 67%. Google Analytics and enhanced ecommerce tracking were integrated to deliver deep insights into funnel performance and product engagement. SEO improvements—including structured metadata, keyword-optimized templates, and clean URLs—led to a 25% increase in organic search visibility.
To improve marketing automation, we implemented custom email workflows for cart recovery, welcome series, and order updates, increasing re-engagement and reducing manual workload. Uptime and reliability were also addressed, leading to an 80% increase in platform uptime. The collective result was a 45% increase in conversion rates and a 62% rise in user satisfaction, measured through customer feedback and post-purchase surveys.
Our Approach
A systematic implementation process to deliver exceptional results
Our approach began with a comprehensive technical and UX audit of the existing Shopify store. We identified pain points by analyzing speed metrics, user flows, and sales funnel data. Based on these insights, we designed a custom site architecture and broke the development process into agile sprints. We prioritized performance optimization, implementing clean Liquid templates, asynchronous script loading, and responsive design patterns.
For maintainability, we modularized theme components, enabling the client’s internal team to easily update content without breaking the layout. On the backend, we automated key workflows—such as inventory updates and email triggers—using Shopify’s native features combined with third-party apps and custom code. Our team also focused on SEO structure and accessibility compliance to future-proof the platform. The project concluded with rigorous testing across devices, analytics integration validation, and onboarding sessions to empower the client's staff with the tools and knowledge to manage the store independently going forward.
Technologies Used
Key Features Delivered
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