Velocity Commerce

Every 100ms of load time was costing Velocity an estimated $40,000 in monthly revenue. Their Lighthouse score was 31. Their largest contentful paint was 6.2 seconds on a mid-range Android device. The engineering team knew it was bad — they just didn't have the bandwidth to fix it.

The rebuild had to happen without disrupting the existing SEO rankings that were driving 60% of their traffic. Every URL, every redirect, every structured data schema had to be preserved or improved.

We set a hard performance budget before writing a single component: LCP under 1.2s, TBT under 200ms, CLS under 0.1. Every architectural decision — server vs client components, image formats, font loading strategy — was evaluated against these constraints.

We rebuilt the image pipeline with next/image, AVIF format, and a custom CDN configuration that serves appropriately sized images based on device and connection. The product gallery went from 2.4MB to 180KB per page load.

The new frontend is built on Next.js App Router with aggressive use of Server Components — only the cart, wishlist, and personalisation layers run on the client. The result is a storefront that renders the critical path in under 800ms on a 4G connection.

We rebuilt the checkout flow with a single-page architecture that eliminates full page reloads between steps. Combined with optimistic UI updates and skeleton loading states, the perceived performance is near-instant.

SEO was treated as an engineering discipline: semantic HTML, JSON-LD structured data for every product, a dynamic sitemap, and canonical URL management that preserved every existing ranking.