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Customer story

50% Increase in Online Sales of a US-Based Retailer After Modernizing Its E-Commerce Website

Apparel retailer implements high-technology multi-brand, multi-locale, and multi-lingual e-commerce website for an improved online customer experience

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The client is one of the world's largest brand-name apparel companies and a global leader in jeanswear.

Understanding the Challenge

Modern-day customers are tech-savvy and expect quick, easy, and seamless online shopping experiences from their go-to brands. The apparel retailer wanted to improve the customer experience on its e-commerce website to boost online traffic and sales. Based on monolithic architecture, the retailer’s website was struggling with lags, making the online shopping experience a hassle for customers.

Improve customer experience on retailer’s e-commerce website to boost online traffic and sales
Fix lags on the website to make the overall shopping experience quick and seamless
Building a high-technology multi-brand, multi-locale, and multi-lingual e-commerce website

Xebia’s Strategy and Solution

Modernizing the front-end of the e-commerce website

As a part of the complete digital transformation strategy for the retail giant, Xebia implemented a high-technology multi-brand, multi-locale, and multi-lingual e-commerce website. This was made possible by enabling the transition of the old, monolithic architecture-based website to a microservices-based architecture.

Decoding the solution

  • The front-end was revamped using Vue.js and microservices.
  • The new solution invokes GraphQL endpoints instead of serving entire pages from the server.
  • Infrastructure scaling was planned based on the usage. For example, the usage of machines for various transactions was tuned depending upon the request (like shopping v/s payment).
  • Code optimization and microcode improvements have made code management easier.

“As soon as the foundation of the new e-commerce platform was laid out, a data team of internal specialists and data scientists began developing personalized algorithms to help us analyze our customers’ behavior. We gained a better understanding and insight into individual customer needs right away, including ideas for products our customer had not thought of before.”
Marketing Technology Manager


Business Benefits

The implementation of the microservices-architecture-based solution helped the retailer in delivering a faster, seamless, and elevated D2C online shopping experience.

  • 50% Increase in online sales in a quarter post the launch of the upgraded website.
  • Real-time results displayed in microseconds, compared to a couple of seconds earlier.
  • Ability to handle peak volumes with fewer resources, giving cost benefits.

Technological Benefits

  • AWS-first-architecture using services on ECS, ElastiCache, RDS, Elastic Loadbalance.
  • Automated deployments.
  • Built using CQRS pattern.
  • De-coupled services with easier maintainability.
  • Horizontally scalable containerized workload.

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