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Retail & E-Commerce

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Headless commerce architecture, localized storefronts, and ops enablement for a global retail rollout.

Retail
London, UK
  • Experience design
  • Headless commerce development
  • Localization systems
  • Ops enablement
3 in 6 monthsRegions launched
+21%Conversion lift
+14%Average order value
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Headline impact3 in 6 monthsRegions launched
London, UK

Overview

Nullam partnered with Adex to reinvent their flagship e-commerce experience while preparing the stack for rapid global expansion. We replatformed the storefront to a composable architecture, shipped new brand aesthetics, and enabled the internal team to launch in new regions on demand.

Challenge

Legacy monolithic platforms made it impossible to roll out localized experiences quickly. Merchandising teams were blocked by engineering backlogs, and the brand expression was inconsistent across devices and geographies.

Partnership snapshot

  • Experience design
  • Headless commerce development
  • Localization systems
  • Ops enablement

What we built

  • Defined a composable stack powered by a headless CMS, commerce engine, and custom orchestration layer for merchandising and pricing.
  • Reimagined the experience across web and mobile with modular design systems, micro-interactions, and richer merchandising storytelling.
  • Implemented localization tooling for tax, fulfillment, and translations, plus content governance workflows enabling non-technical teams to launch in weeks.
  • Delivered a playbook and enablement sprints to train in-house squads on managing releases, content updates, and experimentation.

Impact

  • First three international regions launched within six months—previously a 12 to 18 month effort.
  • Sitewide conversion lifted by 21% thanks to faster performance, personalized offers, and more confident checkout flows.
  • Average order value increased by 14% through curated bundles and intelligent cross-sell modules.

Key metrics

Measuring outcomes that move the business forward.

  • +21%

    Conversion rate

    Measured across mobile and desktop sessions post replatform launch.

  • 6 wks

    Regional launch cadence

    Average time required for local teams to launch a new region end-to-end.

  • -38%

    Page load time

    Reduction in Largest Contentful Paint across key commerce pages.

Delivery timeline

A cadence designed to ship momentum every sprint.

Embedded squads pair strategy, design, and engineering to keep decisions tight and learning loops active from the first week.

  1. 1

    Architecture alignment

    Weeks 1-4

    Audited the legacy stack, prioritized integrations, and defined the composable roadmap with executive stakeholders.

  2. 2

    Experience vision

    Weeks 5-8

    Defined modular design language, motion systems, and merchandising storytelling templates for flagship categories.

  3. 3

    Implementation sprints

    Weeks 9-20

    Built core commerce services, localization tooling, and CI/CD workflows with progressive rollouts.

  4. 4

    Ops enablement

    Weeks 21-24

    Ran playbook sessions, documentation workshops, and co-launched the first region with merchandising and ops teams.

“Adex delivered a modern stack and experience we can scale globally. Their team guided us through every decision and left us with the confidence to ship fast on our own.”
Jonas MüllerChief Digital Officer, Nullam

Partner with Adex

Let’s explore what’s next together.

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