E-Commerce Platform
A modern, high-performance e-commerce platform built with Next.js and Stripe integration. Achieved 98 Lighthouse score and increased conversions by 120%.
Project Overview
Built a full-featured e-commerce platform for a growing retail brand, focusing on performance, accessibility, and conversion optimization. The platform handles thousands of transactions monthly and provides a seamless shopping experience across all devices.
Challenge
The client's existing platform was slow, outdated, and had a poor mobile experience. Cart abandonment rates were high (72%), and the site struggled with Core Web Vitals, resulting in lower search rankings.
Key Issues:
- Poor Lighthouse scores (45 Performance, 68 Accessibility)
- Slow page load times (5.2s LCP)
- High cart abandonment rate (72%)
- Non-responsive design
- Complex checkout flow
Solution
Rebuilt the platform from scratch using modern technologies and performance-first architecture.
Technical Approach
Performance Optimization:
- Implemented Next.js App Router for optimal code splitting
- Used Server Components to reduce client-side JavaScript
- Optimized images with next/image (AVIF/WebP)
- Implemented smart prefetching for product pages
- CDN caching strategy for static assets
User Experience:
- Simplified checkout flow from 5 steps to 3
- Added guest checkout option
- Implemented real-time inventory updates
- Progressive image loading with blur placeholders
- Skeleton screens for better perceived performance
Accessibility:
- WCAG 2.1 AA compliance
- Keyboard navigation throughout
- Screen reader optimization
- High contrast mode support
- Focus management for modals and drawdowns
Results
The new platform exceeded all expectations:
- +120% conversion rate (from 2.1% to 4.6%)
- -38% cart abandonment (from 72% to 44%)
- 98 Lighthouse score (up from 45)
- 1.2s LCP (down from 5.2s)
- +156% mobile traffic due to better mobile experience
Performance Metrics
| Metric | Before | After | Improvement |
|---|---|---|---|
| Lighthouse Performance | 45 | 98 | +118% |
| LCP | 5.2s | 1.2s | -77% |
| FID | 280ms | 45ms | -84% |
| CLS | 0.18 | 0.02 | -89% |
Tech Stack
- Frontend: Next.js 14 (App Router), TypeScript, Tailwind CSS
- Backend: Next.js API Routes, PostgreSQL
- Payment: Stripe Checkout & Payment Intents
- Search: Algolia
- Analytics: Google Analytics 4, Vercel Analytics
- Hosting: Vercel (Edge Network)
Key Features
Product Catalog
- Advanced filtering and search
- Quick view modal
- Variant selection (size, color)
- Related products recommendations
- Wishlist functionality
Shopping Cart
- Persistent cart (localStorage + database sync)
- Real-time inventory validation
- Promo code support
- Shipping calculator
- Save for later option
Checkout
- Guest and authenticated checkout
- Multiple payment methods
- Address autocomplete
- Order tracking
- Email notifications
Admin Dashboard
- Product management
- Order processing
- Analytics dashboard
- Inventory management
- Customer support tools
Lessons Learned
-
Performance is a feature - The dramatic improvement in Core Web Vitals directly correlated with increased conversions.
-
Progressive enhancement matters - Building a solid baseline experience first, then enhancing with JavaScript, ensured the site worked for everyone.
-
Testing with real users - User testing revealed that our original 5-step checkout was the main friction point.
-
Monitoring is crucial - Real-time monitoring helped us catch and fix issues before they impacted customers.
Future Enhancements
- AI-powered product recommendations
- Virtual try-on for certain product categories
- Multi-language support
- Subscription management
- Advanced analytics dashboard