// Atlas & Oak
Headless commerce for a heritage furniture brand
A headless Shopify rebuild for a made-to-order furniture brand — product pages that load in under a second and a configurator that lifted average order value 18%.
// 01 — the challenge
The challenge
Atlas & Oak sell made-to-order furniture with hundreds of fabric and finish combinations. Their themed Shopify store took six seconds to render a product page, the configurator broke on mobile, and 68% of checkout journeys were abandoned.
Paid traffic was profitable on paper and unprofitable in practice — the site was burning the budget before visitors ever saw a sofa.
// 02 — the solution
The solution
We kept Shopify for what it does well — orders, inventory, payments — and rebuilt the storefront headless with Next.js. Product imagery is served responsive and preloaded; the fabric configurator renders combinations instantly from a pre-generated image matrix rather than live rendering.
Checkout was cut from five steps to two. Merchandising, landing pages and lookbooks moved into a headless CMS so the marketing team ships campaigns without a deploy.
// 03 — the results
The results
Largest Contentful Paint dropped from 6.1s to 0.9s on 4G. Conversion rate rose 34% quarter on quarter, average order value rose 18% on configurator orders, and the same ad spend now returns meaningfully more revenue. The marketing team publishes campaign pages in hours instead of weeks.
// stack
