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Foxtale's shift to shopify headless

Foxtale, one of India’s fastest-growing skincare brands, built its identity around science-first formulations and a vibrant customer community. But as campaigns scaled and product ranges expanded, Foxtale’s Shopify-based storefront began to feel slow, rigid, and limited. To unlock speed, flexibility, and marketing agility, Foxtale re-architected its store into a Shopify Headless model powered by AWS.

Foxtale Mobile Screen 1
Foxtale Mobile Screen 2

Problem Statement

While Shopify worked well in the early stages, Foxtale’s growth revealed three key pain points:

  • Performance Bottlenecks: The monolithic Shopify storefront struggled to load quickly on mobile and during campaign spikes, leading to high bounce rates and cart abandonment.

  • Rigid Cart System: The default Shopify cart lacked modern UX features and couldn't adapt to campaign-specific needs.

  • Complex Offers & Coupons: Foxtale’s marketing team runs frequent tiered discounts, flash sales, and UTM-driven campaigns, but making changes in Shopify was slow and developer-dependent.

The challenge: deliver a storefront that was fast, flexible, and scalable, without compromising on user experience or marketing agility.

Solution

Foxtale transitioned to a Shopify Headless setup, powered by AWS for the backend layer and Vercel for the frontend.

01

Next.js Frontend on Vercel

  • Built with Next.js and deployed on Vercel for global edge performance.
  • Leveraged Incremental Static Regeneration (ISR):
    • Pages are pre-rendered for speed like static sites.
    They automatically regenerate in the background at set intervals to keep content fresh.
  • Perfect balance for Foxtale
    • Landing pages → blazing-fast loads from CDN.
    Product & offer pages → updated dynamically when promotions change.

02

Strapi CMS on AWS

  • Amazon ECS Fargate: Serverless container hosting for Strapi, removing infra management overhead.
  • Amazon RDS (PostgreSQL): Reliable, scalable database for product content, promotions, and dynamic page data.
  • Amazon S3 + CloudFront: Asset storage + CDN for global, low-latency delivery of images, videos, and static content.
  • AWS Lambda: On-demand image optimization pipeline for responsive, device-specific delivery.
  • Amazon CloudWatch: Monitoring + logging for Strapi and Lambda, enabling proactive issue detection and scaling.

03

Advanced Cart System

  • Optimistic Cart: Items appear instantly when added, improving perceived performance.
  • UTM-ised Cart: Promotions apply dynamically based on UTM parameters, allowing campaign-specific pricing or freebies.
  • Organic Cart Tracking: Separated natural browsing conversions from campaign-driven carts, giving marketing sharper attribution insights.

04

Flexible Promotions Engine

  • Layered custom coupon logic on top of Shopify.
  • Enabled stackable, conditional, and time-sensitive offers.
  • The marketing team could create and modify offers instantly through Strapi CMS without developer intervention.

Foxtale website mockup

Impact

Pages load 2x faster; Core Web Vitals improved across devices.
Optimistic, UTM-based, and organic carts boosted UX & attribution.
Offers launched in minutes; complex promos run seamlessly.
AWS-powered backend ensures scalability, low latency, and robust monitoring.

Client PoC

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