The Baby’s Den, a family-owned premium baby gear retailer in Brooklyn, New York, relied on its Magento eCommerce store to support both showroom sales and online customers. With 50+ extensions, recurring bugs, configuration issues, and performance slowdowns were impacting stability and user experience. With a major sales promotion approaching, the business needed urgent fixes to ensure fast load times, smooth checkout, and reliable transactions. ISHIR stepped in to stabilize the platform, optimize performance, and prepare the website for high-traffic promotional demand.
- Ecommerce Retail
- Ecommerce Development
The Project
The Background
The Baby’s Den is a family-owned premium baby gear retailer based in Brooklyn, New York. The business operates through a physical showroom and an eCommerce store, offering high-quality products such as strollers, car seats, cribs, and nursery furniture. Its catalog features trusted global brands including Nuna, Bugaboo, Silver Cross, and Maxi-Cosi.
The Challenges
1) Unstable Magento Architecture
Magento was overloaded with 50+ extensions, causing frequent conflicts, configuration issues, and recurring bugs. With no dedicated dev/staging server, testing fixes was unreliable and risky.
2) Poor Customer Experience
Checkout and browsing were inefficient due to no single-page checkout, limited filtering/sorting, random logouts, and delayed email confirmations, leading to friction and drop-offs.
3) Search & Security Gaps
Magento search lacked typo tolerance and synonym suggestions, making product discovery difficult. Secure and reliable transactions were also a concern, impacting customer trust.
4) Time-Critical Issue Resolution
All issues needed to be fixed quickly before an upcoming sales promotion, increasing pressure to stabilize performance without downtime.
Project Goals
Stabilize the Magento Platform
Resolve critical configuration issues, extension conflicts, and recurring bugs to ensure a reliable, high-performing eCommerce environment.
Improve Website Performance
Optimize site speed, reduce latency, and ensure the platform could handle high traffic smoothly during the upcoming sales promotion.
Enhance the Customer Experience
Streamline the shopping journey by improving checkout flow, fixing logout/session issues, and ensuring timely order and email confirmations.
Strengthen Search & Secure Transactions
Upgrade product discovery with smarter search capabilities and ensure secure, trustworthy transaction processing across the website.
The Process
Platform Stabilization & Environment Setup
Fixed critical bugs and configuration issues, resolved extension conflicts, and implemented a real-time staging server for safe testing and faster releases.
Performance Optimization & Checkout Upgrade
Improved website speed and overall usability through targeted optimizations, and implemented a seamless single-page checkout to reduce drop-offs.
Advanced Search & Navigation Enhancements
Deployed an advanced search extension with fuzzy matching, improved filters, and sorting to make products easier to find and compare.
Security Hardening & Operational Automation
Integrated a credit card fraud scoring system for safer transactions and automated Google Merchant Center uploads to streamline product feed management.
Value Delivered
– Enabled an on-time launch of time-sensitive sales promotions by accelerating development and resolving critical website issues quickly.
– Improved customer experience and engagement through faster load times, smarter product search, and enhanced social sharing features.
– Reduced manual effort by automating product feed and listing updates, ensuring accurate and up-to-date inventory visibility.
– Strengthened transaction security by minimizing fraud risk and improving order reliability through backend enhancements and tracking improvements.
– Ensured smooth project execution with real-time testing support and strong coordination with vendors and third-party teams.
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