Ecommerce modernization drives 30% conversion uplift on VTEX
+30% CVR increase
-33% bounce rate
+42% organic traffic
A successful e-commerce platform migration for global home furnishing leader enhanced user experience, reducing bounce rate by 33% and increasing organic traffic by 42%.
A global home furnishings leader needed to modernize its restrictive legacy e-commerce platform to support digital growth. Brightdome migrated the DTC operation to VTEX Cloud Commerce, integrating complex backend systems using Workato iPaaS. Results: 30% conversion rate increase, 13% revenue growth, and 33% lower bounce rate. The modernized infrastructure enhanced user experience and established a scalable foundation for expansion.
THE CHALLENGE
Scaling digital commerce on restrictive legacy infrastructure
The manufacturer operated its direct to consumer business on a legacy e-commerce platform that constrained growth and operational efficiency. The existing infrastructure struggled to support the complex requirements of the business, including specialized product configurations and diverse backend system integrations.
The platform lacked the flexibility to rapidly optimize the user experience, and the architecture made integrating essential systems like ERP, PIM, and DAM costly and complex. Specific operational challenges, such as cumbersome promotion configurations and unstable product feeds to Google, impacted management overhead and risked decreasing organic search traffic.
To accelerate DTC growth, the company needed a modern, scalable, and flexible commerce architecture. The goal was a seamless migration that could handle complex integrations, improve performance metrics, and provide a superior customer journey.
OUR APPROACH
Composable VTEX architecture and complex systems integration
Brightdome designed a modernization strategy centered on VTEX, an enterprise digital commerce platform with global reach. We executed a pilot first migration strategy, utilizing A/B testing to validate performance before the full traffic cutover. The solution architecture utilized VTEX's most advanced capabilities, creating a standardized template to accelerate development velocity.
A key component was the integration architecture. Brightdome deployed Workato as the iPaaS solution to orchestrate data flows between VTEX and the client’s ecosystem, including their decades old legacy ERP/PIM. To manage complex product data, Brightdome implemented a restructured data model using VTEX Assembly Options, improving catalog management and checkout reliability.
Throughout the migration, Brightdome utilized Agile methodologies with dedicated engineering squads. Post launch, we led stabilization efforts, implementing active monitoring via Datadog and optimizing several areas of the business including the user experience and journey design.
RESULTS
Dramatic performance gains and a foundation for scalable growth
The migration to VTEX delivered significant improvements in e-commerce performance. In the first quarter post migration, the conversion rate increased by 29.9%. This uplift contributed to a 12.8% increase in revenue and an 11.6% rise in orders, despite a drop in paid sessions due to general market conditions.
The modernized platform significantly enhanced the user experience, evidenced by a 33% reduction in bounce rate and a 30.9% decrease in checkout abandonment. SEO performance also improved substantially. Organic traffic grew by 42%, the click through rate increased by 36%, and the average search position improved by 18%.
The restructured data model and improved payment connector increased checkout reliability. The modernization provides a robust digital commerce infrastructure for accelerated growth.
Client
Global Home Furnishings Leader
Company Size
Enterprise
Main Problem
Legacy e-commerce platform constraints
Solutions
Partners
About the company
A leading home furnishings company known for premium window treatments and architectural design products across multiple brands and regions.
Got a similar problem? Let's talk.
