How White Stuff Turbocharged Sales with a Headless BigCommerce Makeover

Reimagining White Stuff’s Digital Experience

For decades, the British lifestyle brand White Stuff relied on a monolithic e-commerce platform that struggled under high traffic and rich media demands. It was clear the old system couldn’t keep pace: page loads crept above acceptable thresholds, and development cycles dragged on while marketing waited for back-end fixes. Rather than settle for average, the team set out to lead the fashion sector online.

Technical and Transformation Director Steve Borg saw the problem every day. “Our platform was too slow and inflexible. We spent hours untangling payment and compliance processes instead of building customer journeys,” he recalls. The vision was obvious—deliver a lightning-fast, content-rich storefront that would thrill shoppers, especially on mobile devices.

To achieve that, White Stuff decoupled its front- and back-ends. The choice was BigCommerce as the central commerce engine paired with a lightweight front-end. This headless architecture meant the team could tap best-in-class microservices rather than force a one-size-fits-all solution.

Building a MACH-Driven Ecosystem

Embracing MACH—Microservices, API-first, Cloud-native, Headless—allowed White Stuff to integrate specialized tools. They ran a proof of concept with Amplience for CMS, Vue Storefront for the UI layer, Akeneo for PIM, and Constructor for search. Each partner brought deep expertise, ensuring that features like immersive video galleries and faceted discovery performed flawlessly.

The team also streamlined checkout, collapsing three pages into one. Shoppers now breeze from cart to confirmation in seconds. And by adding click-and-collect through the BigCommerce Multi-Storefront feature, White Stuff met the rising demand for omnichannel convenience.

Transforming Content Workflows

Marketing and merchandising teams no longer wrestle with clunky back-end consoles. With Amplience fully integrated, digital assets are searchable, reusable, and deployable in minutes rather than days. Campaigns roll out faster, promotions update instantly, and the site stays in sync across regions.

Measurable, Immediate Impact

To isolate the headless effect, White Stuff launched the new stack behind identical design. The results were striking: overall page loads dropped by 85%, mobile pages loaded twice as fast, conversion rates jumped 37%, and per-session revenue rose by 26%. Shoppers got the premium experience they demanded, and the brand unlocked new growth.

Looking Ahead

With its storefront now unshackled, White Stuff plans to iterate rapidly on product discovery, personalization, and global expansion. The flexible architecture ensures every new tool or market can plug in seamlessly—true future proofing for a brand always eager to explore.