Consumer ecommerce
Rebuilt Forge Commerce for speed, checkout clarity, and calmer ops
Forge Commerce · 2025 · 16 weeks
Forge Commerce came to Adexcell with a growing catalog, rising paid traffic, and a storefront that felt heavy on mobile. We redesigned the shopping journey, rebuilt the headless storefront, and connected order events to inventory and fulfillment so the team could expand without drowning in manual work.
Role
Product design, storefront engineering, analytics
Timeline
16 weeks
Delivery
US + EU markets · Remote delivery
92 performance
Mobile Lighthouse
Cut from 5 to 3
Checkout steps
Automated same-day sync
Order handoff
Zero missed SKUs
Launch window
Challenge
Mobile pages took too long to become interactive. Product data was inconsistent across markets. Checkout asked for too much too early. Attribution broke between ads and the store. Warehouse handoffs still relied on spreadsheet exports. Leadership wanted international expansion, but the current stack would have multiplied both customer friction and ops errors.
Solution
We mapped the highest-friction purchase paths, then shipped a phased rebuild: a Next.js headless storefront, a cleaner product information model, a three-step checkout, localized content blocks, and event-based links to inventory and fulfillment. Important URLs were protected with a redirect plan, and the ops team validated order data in a staging window before cutover.
Approach
- 01
Audit performance, checkout drop-off, catalog quality, and fulfillment handoffs
- 02
Redesign PDP, collection, and checkout flows around mobile-first clarity
- 03
Build the headless storefront with reusable product and content modules
- 04
Wire GA4 + ad events and automate order push into fulfillment tools
- 05
Migrate, soft-launch, then harden with a two-week hypercare window
Project timeline
Weeks 1–2
Discovery & baseline
Analytics review, competitor journey mapping, ops interviews, and a scored backlog for conversion vs. delivery risk.
Weeks 3–5
UX & information architecture
Wireframes for search, PDP, cart, and checkout; content model for variants, markets, and merchandising rules.
Weeks 6–11
Build & integrations
Storefront engineering, payment + tax setup, inventory events, and staging data validation with the warehouse team.
Weeks 12–14
Migration & launch
URL mapping, SEO redirects, performance pass, soft launch to a traffic segment, then full cutover.
Weeks 15–16
Hypercare
Checkout monitoring, paid campaign QA, ops exception handling, and a 30-day improvement backlog.
Project notes
Engagement
Tell us the problem. We will return with a plan.
Share goals, constraints, timeline, and the systems you already run. You get a clear recommendation — fit, approach, and next step — without a theatrical pitch.