Digital reinvention of a french retail giant

A significant gap with market expectations

As a fast-growing French retail brand operating across Europe and Africa, the client already had an e-commerce website. However, it suffered from a dated user experience, with limited performance, suboptimal navigation, and an incomplete product catalog compared to what was available in physical stores. As e-commerce continues to play an increasingly central role alongside brick-and-mortar retail, the brand was falling behind competitors who were actively investing in modern, high-performing platforms enriched with new features, strengthening their lead in the digital channel and their ability to capture online demand.

Their digital experience fell short of customer expectations

The e-commerce platform suffered from limited accessibility, suboptimal performance with an average load time of 5.6 seconds across major French cities, and a dated interface that did not meet modern usability standards, impacting overall user experience and conversion potential.

Their product data was fragmented and inconsistently managed

The website relied on multiple disconnected product sources, including manual updates on WordPress and separate data linked to physical stores, resulting in duplicated catalogs, inconsistencies, and situations where users could order items that were no longer available.

Their digital presence lagged behind more mature competitors

While competitors were investing in integrated, high-performing e-commerce platforms with unified product data and continuous improvements, the brand remained constrained by manual processes and a fragmented system, limiting its ability to scale and compete effectively in the digital channel.

A four-step approach

Analysis of the existing e-commerce architecture, product flows, and performance to identify technical limitations, data inconsistencies, and opportunities for improvement in user experience, scalability, and governance.

Replacement of the existing payment setup with Stripe and PayPal integration, enabling modern and diversified payment methods such as Apple Pay, Google Pay, and Klarna, alongside PayPal, to improve conversion and overall customer experience.

Design and development of a headless architecture using Shopify and Next.js, connected to the inventory management system as a single source of truth, with a design system ensuring visual consistency, AAA-level accessibility, and high performance with an average load time of 1.9 seconds.

Implementation of integrations with third-party tools such as Klaviyo for CRM and marketing, replacing outdated open-source solutions, to unify customer data, enhance automation, and strengthen communication and retention capabilities.

Analysis of the existing e-commerce architecture, product flows, and performance to identify technical limitations, data inconsistencies, and opportunities for improvement in user experience, scalability, and governance.

Design and development of a headless architecture using Shopify and Next.js, connected to the inventory management system as a single source of truth, with a design system ensuring visual consistency, AAA-level accessibility, and high performance with an average load time of 1.9 seconds.

Replacement of the existing payment setup with Stripe and PayPal integration, enabling modern and diversified payment methods such as Apple Pay, Google Pay, and Klarna, alongside PayPal, to improve conversion and overall customer experience.

Implementation of integrations with third-party tools such as Klaviyo for CRM and marketing, replacing outdated open-source solutions, to unify customer data, enhance automation, and strengthen communication and retention capabilities.

Measurable results

The new website, compliant with AAA accessibility standards and optimized for performance with an average load time of 1.9 seconds, provides a smooth and inclusive user experience. The expansion of payment options also helped remove friction at checkout. These changes had a direct impact on business performance, with the conversion rate increasing from 1.2% to 4.6%, and later reaching 5.8% following the integration of behavioral analytics tools such as Contentsquare, while the average order value grew from €43 to €79, reflecting a substantial increase in value generated per visit.