ProductionPublic project.
Luxury E-commerce Storefront and CMS
A performance-focused e-commerce experience with SEO-friendly pages, admin content workflows, and polished product discovery.
Role: Frontend DeveloperDuration: Jan 2022 – Jun 2024
Next.jsTypeScriptSEOCMSPerformance
Context
The business needed a faster, more polished storefront and easier content/product management for a luxury e-commerce brand.
Problem
Legacy storefront had slow page loads and a clunky content update flow affecting marketing velocity and conversion potential.
Ownership
- Next.js storefront with SEO-friendly rendering
- Product filtering and search UI
- Admin CMS for content management
- Performance optimization and image delivery
Architecture
Customer-facing Next.js storefront reads from product/CMS API with CDN-optimized assets. Business admin manages content through admin CMS.
flowchart LR Customer[Customer] --> Storefront[Next.js Storefront] Storefront --> ProductAPI[Product / CMS API] ProductAPI --> CMS[(CMS / Admin Data)] Admin[Business Admin] --> AdminCMS[Admin CMS] AdminCMS --> CMS Storefront --> CDN[Image / Asset CDN]
Key Technical Decisions
| Decision | Why | Trade-off | Result |
|---|---|---|---|
| Next.js SSR/SSG hybrid | SEO and performance for product pages | More complex rendering strategy | Improved search visibility and page speed |
| Custom admin CMS | Business needed simple content workflows | Maintenance overhead vs off-the-shelf CMS | Faster content updates for marketing team |
| Image optimization pipeline | Luxury brand requires high-quality, fast-loading visuals | Build complexity for asset pipeline | Better perceived performance on product pages |
Implementation
- Rebuilt storefront with Next.js for improved rendering and SEO
- Implemented product filtering, search, and discovery patterns
- Built admin CMS for non-technical content management
- Optimized asset delivery with image optimization and caching
Results
- Improved storefront performance and content update workflows
- Better engagement through faster, more polished product discovery
Reflection
- Performance and SEO were product features, not afterthoughts.
- Admin CMS investment paid off in marketing team autonomy.