12 markets. One codebase. 7-month launch.

The Challenge

A European luxury brand had 12 regional storefronts, each independently built and maintained by different local agencies. Content updates required 12 separate deployments. Pricing, promotions, and inventory were managed in disconnected spreadsheets. Customer service had no visibility into online order history. The brand needed one platform that could serve all markets from a single codebase while preserving the premium, market-specific experience customers expected.

Approach

1. 1

   Chose a headless architecture with SFCC B2C as the commerce engine and a custom React frontend — giving the brand's design team full control over the premium UX while retaining SFCC's catalogue, pricing, and checkout capabilities.

2. 2

   Designed a locale-aware content model where a single product record could carry 12 sets of localised copy, images, and pricing rules — managed by one content team instead of twelve.

3. 3

   Integrated Sales Cloud to give customer service full order history, returns, and communication history in a single view — eliminating the 'I need to check with the online team' response.

4. 4

   Built a shared component library used across all 12 markets, with per-market theme tokens for brand-local colour and typography differences.

5. 5

   Ran a parallel traffic period for 4 weeks with automated comparison of conversion KPIs between legacy and new platform before completing the cutover.

Results

• All 12 markets live on a single codebase within 7 months — on time, on budget.
• Content update cycle time dropped from 2+ weeks (12 separate deployments) to same-day (one deployment, all markets).
• Customer service resolution time improved by 34% with full order history available in Sales Cloud.
• Frontend performance improved significantly: average LCP dropped from 4.8s to 1.9s on the new headless stack.