How FirstVet Harnessed Headless Commerce to Propel Petcare Sales

Overview

FirstVet set out to revolutionize online veterinary care by combining live video consultations with a robust ecommerce platform. Founded in Stockholm in 2016, the team knew they needed more than just a traditional store—they wanted a headless solution that could power custom checkouts and integrate seamlessly with their video service.

The Challenge

Creating a frictionless experience for pet owners worldwide required flexibility and reliability. FirstVet evaluated multiple vendors before choosing BigCommerce for its stable documented back end, strong APIs, and support for custom payment options like Klarna. They also needed a platform they could trust as they expanded into six countries.

Custom Headless Implementation

The in-house development team built a middleware layer atop BigCommerce's native back end. This approach delivered full control over the front-end design and enabled integration of live video sessions directly into the shopping flow. By maintaining BigCommerce's core order and discount functions, they avoided reinventing fundamental ecommerce operations.

Rapid Launch & Tools

FirstVet launched its headless store in just two months. They kept third-party dependencies light, relying on Rewind for backups, Mailchimp for newsletters, Google Ads for campaign management, and Inventory Planner for forecasting. This lean stack ensured agility without sacrificing stability.

Impressive Results

Comparing June 2021 to March 2021, FirstVet achieved a 9% lift in conversion rate, a 307% jump in orders, and a 324% increase in new customers. This growth validated the headless model and solidified BigCommerce as the backbone of their ecommerce operations.

Future Roadmap

Looking ahead, FirstVet plans to roll out enhanced veterinarian tools within the checkout, introduce more seamless login flows, and expand to additional geographies. The team continues to prioritize features and will leverage BigCommerce’s stable back end to power new innovations.