34% drop in cart abandonment. 22% lift in conversion.

The Challenge

A global fashion retailer was running three separate legacy platforms across their European markets — each with its own codebase, data model, and agency. Cart abandonment was at 61%, checkout conversion was poor on mobile, and the marketing team couldn't execute cross-market campaigns without manual coordination between three agencies. A unified platform was business-critical, but the migration had to happen with zero downtime across peak trading periods.

Approach

1. 1

   Conducted a 3-week discovery across all three legacy platforms to map the data model, integration dependencies, and traffic patterns before writing a single line of code.

2. 2

   Designed a phased migration: market 1 (UK) launched first as the proving ground, followed by DACH and Nordics. Each market ran in parallel during a 4-week cutover window.

3. 3

   Built a MuleSoft integration layer to sync real-time inventory from the central ERP — event-driven, sub-30-second update latency across all markets.

4. 4

   Implemented Marketing Cloud journey builder triggers on cart abandonment, triggered at 1hr, 6hr, and 24hr intervals with personalised product recommendations.

5. 5

   Established a DevOps pipeline with automated testing, environment promotion gates, and rollback procedures — enabling the team to deploy 3x per week safely.

Results

• Cart abandonment dropped from 61% to 27% within 90 days of launch.
• Mobile checkout conversion improved by 22% through simplified flow and SFCC-native pay methods.
• Marketing team went from manual campaign coordination to automated cross-market journeys — campaign launch time dropped from 2 weeks to 2 days.
• Single codebase reduced ongoing development cost by an estimated 40% vs. the legacy three-agency model.