Built with
Online storefront for Open Store, built for speed and for the conversion rate that speed produces.
Performance is treated as a product requirement rather than an optimisation pass. That means deciding what ships to the browser before writing the interface: server-rendered product pages, JavaScript limited to what genuinely needs interactivity, images sized and formatted per viewport, and layout dimensions reserved so nothing moves as assets arrive.
Cumulative layout shift is the one people underestimate. A page that finishes fast but rearranges itself while a customer is reaching for a button is worse than a page that was slightly slower and stable, because it converts a completed intention into a misclick.
The shopping experience is kept uncluttered and the checkout path short, on the principle that every additional step is an opportunity to reconsider.
Built with Next.js and TypeScript, with a backend handling catalogue and order flow. Static generation covers the pages that can be pre-rendered, keeping the common path served from cache rather than computed per visitor.
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