Every release competed for the same train.
Catalog, checkout and content all lived in one codebase, so a copy change in one market queued behind a payments refactor in another. Page weight had crept past four seconds and the team had stopped shipping experiments entirely.
Extract the storefront, keep the core.
We put a clean API contract in front of commerce services and rebuilt the storefront as an independent front end, market by market. Search, content and payments moved to specialist services, with observability wired in from day one so nothing failed silently.
A platform that compounds.
Pages render nearly three times faster and conversion climbed 41%. More importantly, launching the eleventh region cost a fraction of the first, and the front-end team now ships several times a week without touching the commerce core.
We went from one release a month to shipping whenever we were ready. That changed what our roadmap could contain.
