Dundas London is a fashion retailer that sells linen shirts.
The website is built with Magento 2 for the eCommerce features and Contentful for the content. It's a headless storefront with a React front end, using GraphQL.
This approach enabled us to create a reliable, fast and engaging user experience on desktop and mobile devices.
01Headless commerce with Magento 2
Core Magento 2 features
The React front end runs on a headless Magento 2 implementation, using native Magento features such as:
Catalog
Categories
Configurable Products
Cart Price Rules
Orders
Payment methods
Stripe and PayPal were implemented to process payments on the front end.
02Shoppable images
CMS
For maximum flexibility all the content is managed in Contentful. The custom Content Types that we created include: blog articles, a discovery section, and dynamic content blocks across the website. Additional fields for each page were configured to provide autonomy on the core technical SEO elements such as the page title and meta description.
Shoppable images
A key feature we developed for the website is shoppable images embedded in the blog articles and discovery sections. Thanks to that feature, users can add a product to their basket while browsing blog articles. This is one of the advantages of a headless storefront: it gives us the flexibility to integrate the online shop and content sections seamlessly.
03Performance
The headless storefront is built to be fast on desktop, tablet and mobile, with the React front end decoupled from Magento 2.
04Shoppable Image
Users can add products to their basket from the news and discovery articles.
05Shoppable Image Popup
Add to basket popup opened by clicking on a shirt from a news article image.