Context
Atlas needed a Shopify store that could keep pace with editorial drops and peak traffic without sacrificing clarity at checkout. We rebuilt Online Store 2.0 sections around a strict performance budget, merchandising components editors can compose, and instrumentation that ties UX changes to revenue.
Engagement
- Timeline
- Discovery 3 weeks · theme rebuild 12 weeks · hardening & launch 4 weeks
- Team shape
- Embedded pod with Atlas merchandising lead; weekly governance for campaign sections.
- Engineering complexity
- Multi-region markets, three payment processors, and campaign-specific preview URLs before each major drop.
Before / after
Before
Legacy Shopify theme with rising CLS on PDP and checkout timeouts above ~1.2k concurrent carts.
After
OS 2.0 section system with contract-tested checkout and merchandising components editors can compose safely.
Outcomes
- Largest drop weekend
- Sub-second LCP on PDP across 14 locales
- Checkout completion
- +18% vs. prior theme (same traffic mix)
- Ops load
- Merchandising updates ship without developer handoffs
Capabilities
- Shopify OS 2.0
- Custom sections
- Checkout hardening
- Merchandising system
Stack
Shopify · Liquid · Hydrogen