Headless commerce refactor for a wholesale distributor

Challenge

Northwind ran their B2B catalog on a legacy monolith. Page loads averaged 6.4s, mobile conversion was under 1%, and the sales team couldn't iterate without a developer on standby.

Approach

• Audited the existing stack and mapped every page to a performance and conversion score.
• Designed a new component library in Figma aligned with their existing brand system.
• Shipped a Next.js 14 rebuild with a Sanity CMS so the sales team could publish without engineering.

Solution

• App Router with server components for instant navigation.
• Product and category pages served from the edge with ISR.
• Structured data, sitemaps, and GA4 conversions wired end-to-end.