The client operates as an online marketplace catering to Australian farmers, facilitating the trade of farm-related items. It also serves as a platform for machinery dealers, agents, and auction houses to connect with farmers seamlessly. Offering an extensive array of products ranging from tractors to trucks, fencing to feeders, livestock to laser levellers, and everything in between, it stands as the go-to destination for all agricultural needs!

• Outdated Platform: The existing eCommerce setup lacked scalability and potential for future enhancements.
• User Accessibility: A suboptimal user experience risked deterring potential customers, impacting retention and engagement.

We embarked on a journey to modernize the client’s eCommerce platform, leveraging our expertise and collaborative approach:

• Comprehensive Discovery Workshops: Through detailed workshops with subject matter experts, we gained insights to inform our transition plan.
• Technology Migration: Transitioned from Ruby on Rails to a unified Adobe Commerce on Cloud instance for a more robust foundation.
• Agile Development: Employed Agile principles and iterative methodologies to ensure flexibility and responsiveness throughout the development process.
• Responsive Design: Implemented responsive design principles to optimize user experience across various devices, ensuring seamless browsing from desktops to smartphones.
• Brand Consolidation: Addressed scalability concerns by consolidating multiple brands and categories into a unified, manageable platform.

• Scalable Architecture: Designed a scalable architecture leveraging cloud-based infrastructure and caching mechanisms for enhanced performance and reliability.
• Enhanced Ad Management: Streamlined ad posting, editing, and management processes with robust categorization, image uploading, and contact detail features.
• Advanced Search and Filtering:Implemented powerful search and filtering functionalities to facilitate easy discovery of relevant classified ads.
• Secure User Authentication: Ensured privacy and accountability with secure user authentication and profile management features.
• SEO Optimization: Implemented SEO best practices to boost visibility and ranking on search engine results pages, driving organic traffic to the website.
• Integrated Analytics: Leveraged analytics tools to gather valuable insights on user behavior, ad performance, and traffic patterns.
• PWA Headless Architecture: Adopted a PWA headless architecture to separate front-end presentation from back-end functionality, enhancing flexibility and performance.
• Third-party Integrations: Integrated with various third-party services including payment gateways, mapping services, and analytics tools to enrich functionality and user experience.

• Enhanced User Experience: A seamless, intuitive browsing experience across devices leading to improved engagement and satisfaction.
• Optimized Performance: Achieved a remarkable 90+ lighthouse score, indicating superior site performance and speed.
• Increased Conversion Rate: Witnessed a substantial 40% increase in conversion rate, translating to tangible business growth.
• Boosted Website Traffic: Leveraged SEO techniques to drive a surge in website traffic, expanding the client’s reach and visibility.