E-commerce & Digital Commerce
You paid for every visitor. Don't lose them at the gate.
Shoppers rarely leave over price. They leave over friction: a slow page, a search that finds nothing, one field too many. Every one of those quietly loses a sale you already paid to acquire, which makes it the most expensive kind of sale to lose.
The gate
40,000 ticketed · 20 gates
One second a head is 9,000 people. Same crowd, same gates, same 90 minutes — one second of friction each. Now run that arithmetic on a checkout field.
Fewer steps
Every field is a gate
Peak-ready
Sized for your biggest day
One truth
Catalog, stock, orders
Wallet pay
One tap, no typing
The brief
Nobody installs a gate on purpose
They arrive one at a time and for good reasons. A field for the marketing team. A confirmation step after an incident. An interstitial someone needed for a campaign in 2019. Each one was defensible on the day, nobody ever removed it, and none of them appear in a report, because the people they cost you never filled anything in to tell you they'd gone.
That's what makes friction the most expensive problem in commerce and the quietest. You are paying, per visitor, for people to reach a queue you didn't know you'd built.
So we start by counting them, before anyone mentions a redesign.
Every step, field, and wait between landing and paid. It's a dull two weeks, and it routinely finds more revenue than the rebrand would have, because a gate you remove keeps paying on every visitor who comes after it, and you've already bought them all.
What changes
The traffic you bought actually arrives
Acquisition is the expensive part and you've already done it. Taking friction out of the path from landing to paid is the cheapest revenue in the business, because the visitor is already standing there.
Your best day stops being your worst day
A flash sale or a seasonal peak is the moment everything you've spent on marketing lands at once. It should be the day the system is proudest of, never the day it goes down.
Stock that tells the truth everywhere
Catalog, inventory, and orders in sync across every channel you sell on, so you stop selling things you don't have and stop hiding things you do.
A funnel you can actually see
Analytics on where people leave, as well as how many arrived. Traffic numbers feel good; drop-off numbers are the ones that pay for the next fix.
What we build
Everything between the landing page and the loading bay
01
Storefronts
Fast storefronts, headless or platform-based, designed around how people actually shop: scanning, comparing, and deciding in seconds, mostly on a phone, usually distracted.
02
Checkout and payments
A checkout trimmed to the fewest steps it can survive with, wired to the payment methods your customers already have set up. Every field earns its place or it goes.
03
Subscriptions
Recurring billing, plans, and subscriber management, for commerce where the second purchase matters more than the first and canceling shouldn't require an email.
04
Catalog and inventory
Product data, variants, and stock kept accurate across channels, so the number on the page is the number in the warehouse.
05
Orders and fulfilment
Order flows, fulfillment, and the post-purchase experience: the part that decides whether your support inbox is quiet and whether they come back.
06
Marketplaces and B2B
Multi-vendor and B2B commerce with the pricing tiers, roles, and approval workflows those actually need, instead of a consumer store asked to pretend.
The engagement
A quarter, and the first two weeks are just counting
Weeks 1–2
Count the gates
We walk your current path from landing to paid and count every step, field, and wait in it. This is usually the uncomfortable part. Most stores have three or four gates nobody remembers installing.
Weeks 3–4
Design the journey
Browse, decide, buy, shaped around real behavior on every device and around the decision people are actually making instead of the one the catalog structure implies.
Weeks 5–10
Build the storefront
Storefront, checkout, and catalog engineered for speed and reliability, on the platform that suits your catalog and traffic instead of our preference.
Weeks 11–12
Wire it together
Payments, shipping, tax, inventory, and your back office, connected cleanly and then load-tested against the peak you're actually expecting.
After launch
Watch where they leave
We tune the funnel against real drop-off data. The first month after launch is where most of the conversion is found, because now there are real people in it.
How we work
Four phases, and what we're strict about in each
Commerce projects rarely fail on the build. They fail on the small concessions (one more field, one more system that also knows the stock level), each of which is reasonable alone and expensive together.
Design
Strict about the step count. Every field, interstitial, and confirmation has to justify itself against what it costs at the gate, and most of them can't.
Build
Strict about the platform choice. Headless or platform-based is a decision we make from your catalog, traffic, and roadmap, never from what we'd enjoy building.
Integrate
Strict about the source of truth. Stock lives in one place and everything else reads from it, because two systems both certain about inventory is how you oversell a flash sale.
Launch and optimize
Strict about evidence. We change the funnel where the data says people leave, instead of where the loudest opinion in the room says they should.
Thinning the queue
6 seconds we take off the gate
None of these are clever. That's the point. The wins in commerce are almost never clever; they're just unglamorous enough that nobody got around to them.
Pages that render before they're scrolled
Nobody abandons a page they never saw load. Speed here is the first gate, never a vanity metric, and it's the one people leave at without ever telling you.
A checkout trimmed to the fewest steps
Every field is a person stopping to find their wallet. Some fields are legally required and some are there because someone asked in 2019. We can only remove one of those, and we will.
One-tap and wallet payments
Apple Pay and Google Pay skip the queue entirely: no card, no typing, no hunting for a zip code on a phone with one thumb. It's the single biggest gate you can simply remove.
Search and filtering that finds the thing
A shopper who can't find it doesn't buy a different one. They leave. Good search is a revenue feature that gets budgeted as a technical one.
Hardened for flash-sale traffic
The one day everyone arrives at once is the day you spent the marketing budget on. We architect and load-test for that day specifically, because averages don't queue.
Mobile-first, because that's the queue
Most of your crowd is on a phone, one-handed, on the move. A checkout that's fine on a desktop and fiddly on a phone is a checkout that's fine for almost nobody.
Why it pays
The cheapest revenue you'll ever buy
You've already paid to bring them. Removing a gate costs once and pays on every visitor afterward, which is the opposite of the acquisition spend it replaces.
Peak stops being a gamble
Load-tested against the day you're actually planning for, so the marketing team can be ambitious without the engineering team quietly dreading it.
One number for stock
A single source of truth means fewer oversells, fewer refunds, fewer apologies, and a support queue that isn't absorbing the cost of a data problem.
Decisions from drop-off data instead of opinion
When you can see which gate loses people, the argument about the redesign ends. The funnel picks the roadmap.
Selected work
Two storefronts where the decision was made in seconds
What you get
A store with the gates open
Fast, wired to your systems, load-tested against your peak, and instrumented so you can see exactly where people leave.
- ▸A fast, conversion-focused storefront on the right platform for your catalog
- ▸A checkout trimmed to the fewest steps, with wallet payments wired in
- ▸Payments, shipping, and tax integrated and tested
- ▸Catalog and inventory in sync across every channel you sell on
- ▸Load-tested and hardened for the peak day you're actually expecting
- ▸Analytics on the funnel: where people leave, as well as how many arrived
Where the queue forms
Industries where the checkout is the business
E-commerce and retail
Storefronts where the catalog is big, the traffic is spiky, and the checkout is the whole business.
Restaurants and hospitality
Ordering flows where the decision is fast, the phone is the register, and lunchtime is the peak.
Logistics and distribution
B2B ordering with account pricing, approval flows, and stock that has to be right.
Professional services
Productized services sold online, with subscriptions and seats instead of a shopping cart.
Healthcare and dental
Regulated commerce where what you can sell, to whom, is part of the checkout logic.
Travel and tourism
Booking paths where the cart is a date, the peak is a season, and abandonment is instant.
Start here
Send us your checkout. We'll count the gates.
Every step between landing and paid, listed, with what each one is costing you. It's the least glamorous thing we do and usually the first thing worth doing.
Why us for this
We count gates before we redesign anything
The instinct is to restyle the storefront. The money is usually in three fields and a redirect nobody has looked at in two years, and that's a cheaper fix than a rebrand.
We don't have a platform to sell you
Headless gives control; a platform gets you live faster and suits plenty of stores perfectly well. We don't earn more either way, so the recommendation follows your catalog and traffic.
We plan for the peak day, never the average
Peak is an architecture question, never a hosting upgrade you buy in November. It's designed in, and then it's actually tested.
Working with Flaidex
We'll tell you what not to build
If your conversion problem is a slow page and not a missing feature, that's what we'll say, even when the missing feature is the more interesting project for us.
You keep the store
Your repository, your platform accounts, your payment relationships. Nothing is arranged so that leaving costs you the storefront.
One team, design through peak
The people who counted the gates are the people on call for your first Black Friday. It concentrates the mind.
Questions
What merchants ask first
Headless or a platform like Shopify?
It genuinely depends, and anyone who answers this without asking about your catalog is selling something. Platform-based gets you live faster and is the right call for a great many stores. Headless gives full control over speed and experience, which earns its cost once your catalog or traffic is complex enough to need it. We'll recommend from your catalog, traffic, and roadmap, and we've talked plenty of people out of headless.
How do you improve conversion?
Mostly by removing things. Fast pages, a checkout trimmed to the fewest steps, wallet payments so nobody has to type a card number on a phone, search that finds the product, and a mobile-first build. Then we measure the funnel and remove friction where shoppers actually drop off, instead of where we assumed they would.
Will it survive a big sale?
That's what we design for. Peak is an architecture decision instead of a hosting upgrade, so we build for the spike and then load-test against it, ideally against more than you're expecting. Your biggest day is the one you spent the marketing budget on, which makes it the worst possible day to find out.
Can it handle subscriptions or B2B?
Both. Recurring billing and subscriber management for subscription commerce, and pricing tiers, roles, and approval flows for B2B, which goes well beyond what a basic store template will do without a fight.
Will it stay in sync with our systems?
We integrate catalog, inventory, orders, and fulfillment with your back office so there's one source of truth. This matters more than it sounds: two systems that are both confident about stock is exactly how a flash sale turns into a week of refund emails.
What about SEO and marketing?
The storefront is built to be found (fast, semantic, and structured, so your products can rank) and it plugs into your analytics and marketing tools so you can measure the funnel as well as the traffic. The engineering foundation is ours; on content and campaigns, we'll advise and work alongside your team.
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