Fashion storefront
Fashion storefront is a e-commerce design and build project from the Pixel2Tech e-commerce practice. We were brought in because the catalogue had grown past what the navigation could handle, so customers could not find what they came for. This page walks through the problem we were handed, how we approached it, and what changed as a result.
- Brand
- Fashion Storefront
- Practice
- Design
- Service
- E-Commerce
- Year
- 2025
What we designed for Fashion Storefront
- Storefront design
- Product templates
- Checkout flow
- Launch support
The challenge
When the project started, the catalogue had grown past what the navigation could handle, so customers could not find what they came for.
Our approach
We rebuilt the product template around objection handling — sizing, materials, shipping and returns visible without a click.
The outcome
Cart abandonment fell sharply once the checkout stopped asking for things it did not need.
- Cart abandonment
- −41%
- Average order value
- +24%
- Checkout steps
- 5 → 1
How we delivered this e-commerce project
- Step 01
Funnel and catalogue audit
We traced the real path from landing to purchase, identified where customers dropped out, and reviewed how the catalogue was structured against how customers actually search for products.
- Step 02
Product and checkout design
Product templates were rebuilt around the questions that block a purchase — sizing, materials, shipping, returns — and the checkout collapsed into the fewest reviewable steps possible.
- Step 03
Storefront build
The storefront was implemented with fast product imagery, faceted filtering and a payment flow tested on mid-range mobile hardware, where most of the traffic actually converts.
- Step 04
Launch and iteration
After launch we monitored funnel analytics and refined the friction points that only appear with live traffic rather than assuming the first design was final.
Technologies and tools used
The stack below was chosen for this engagement because it matched the scale of the work, the team that would maintain it afterwards, and the performance the brief required.
- Shopify
- Shopify Hydrogen
- React
- Next.js
- TypeScript
- Tailwind CSS
- Stripe
- Analytics & funnel tracking
Why this project matters
Mobile is now the majority of storefront traffic but is often designed last. Building for a mid-range phone first is the single change that most reliably moves conversion for growing brands.
If you are weighing up similar work, our services overview explains how we scope engagements, and about Pixel2Tech introduces the team who would run it.
Frequently asked questions
- Do you work with Shopify or custom-built stores?
- Both. Shopify and headless Shopify cover most brands well, and we build fully custom storefronts on React and Next.js when the catalogue, pricing logic or integrations need something the platform cannot handle.
- Can you migrate our existing store without losing SEO?
- Yes. Migrations include a full URL map with 301 redirects, preserved metadata and structured data, and post-launch monitoring so rankings and indexed pages carry over.
- What actually improves e-commerce conversion?
- In our experience: faster product pages, fewer checkout steps, guest purchase, honest shipping and returns information shown before the cart, and product photography that answers the sizing and material questions people would otherwise email about.
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