What Makes Our E-Commerce Implementation Unique?

By: Ahmed Abousafy

When it comes to Magento based solutions, we aim at developing implementations that would never be yet another average e-commerce implementation but rather a supersonic vehicle that would take our clients businesses to the next level and help them achieve their sales targets and reach their maximum potential with their customer base. Accordingly below are some of the reasons why our e-commerce implementations stand out.

Headless Implementation 

Headless e-commerce is essentially an architecture where the frontend is decoupled from the e-commerce platform and other backend systems. By separating the frontend from the backend, a retailer is able to gain more flexibility in serving rich content and brand experiences, as well as overall user experience. All our Magento implementations are headless and we believe headless implementations are the future of e-commerce and have tons of advantages and we’ll explain that in detail in future articles.

An important aspect in our headless implementation is that it is by no means dependent on any external readymade PWA frontend projects like VueStoreFront or PWA Studio; however, we have built our custom VueJS frontend implementation which ensures we’re not stuck with the limitations of readymade projects in what they support or what they don’t.

Optimized UI/UX

Building our UX/UI on top of headless architecture allows us to cater the UX/UI based on the business sector and the customer segment and implement it on the frontend level without any technical boundaries as the headless architecture eliminates any limitations that can happen due to the coupling between the frontend and the backend. This allows the end user to receive an interface that is highly optimized for its usability. 

Having said that, building our UX/UI is not only subjective to the team but also a research-based process. As part of our UX/UI practice, we bring out the best practices yearly based on reports from reputable institutes like Baymard Institute and Nielsen Norman group which helps with catering the correct practices to the users across the different sectors.

SEO Friendly (We guarantee you the 100% SEO score)

SEO is one critical aspect of any e-commerce application. It is one of the key factors that helps in the success of reaching the end customers organically without any spending.

Our solution includes many of the best practices for SEO that would guarantee a 100% score according to lighthouse (Google’s Performance Measuring Tool). Below are the main aspects we consider in our implementation to achieve this:

  • SSR (Server Side Rendering)
  • Canonical URLs
  • Open Graph Tags
  • Trailing slash Redirects
  • Google Rich Snippets Preview
  • Meta Tags and Dynamic Head Elements

Performance Optimized Implementation

Website performance from a speed perspective is definitely a core reason for a successful customer journey and accordingly more sales conversions. At robusta, we really do care about our e-commerce websites performance. And we follow the best practices to ensure an extremely fast and smooth customer experience and this includes:

  • Image formats and size optimization (generating multiple formats and sizes)
  • Images Lazy Loading
  • PWA and Service Workers Cache
  • Caching Heavy Queries
  • Lazy Loading non critical components
  • Lazy Loading non critical JS via dynamic import
  • Using image optimization services over CDNs.

Analytics Friendly

In a data-driven era, analysing users behavior and gathering data across the different aspects of the user journey to understand the trends and the shift in this behavior allows the business to make decisions that are based on quantifiable data. This accordingly helps the business to grow in the right directions to serve their customers, enhance their platform usability and drive more sales instead shooting in the dark with no data.

We, at robusta, believe that we must play a crucial role in providing a detailed data layer for the analytics tools that integrate with the implementation. This requires the availability of event listeners for user actions taking place across the journey. This information would consequently propagate to those tools.

We have developed our own data layer that would feed any analytics tool without the need to custom-insert each tool’s listeners in the code. This allows us to feed the data in whatever analytics/tracking tool our clients are using seamlessly.

Seamless Integrations with Business Internal Systems

For almost every successful business the e-commerce solution is never a standalone solution but usually part of a big digital ecosystem that this business has. This means that for the solution to be operating correctly for a certain business it needs to be integrated with the rest of its digital ecosystem. 

The touch points here are endless starting from a single integration with an ERP system and expands to include other internal systems like Internal Order Picking Systems, Internal Points Of Sales, Logistics Systems,..etc. The power of the headless (API based) implementations materializes here once again where we depend on this API layer to integrate with those systems either directly or via a middleware layer. Once those integrations take place, the operational cost becomes significantly lower and the data consistency across those systems becomes intact.

Third-Party Integrations and Recommendations

Third-party integrations in e-commerce come in different flavors and types and it is a common practice that all e-commerce solutions must extend their functionalities via integrations with 3rd parties to cover their customer needs be it an SMS gateway, Payment Gateway, Chat modules, Search service,..etc. 

Working with different clients over various implementations enabled us not to only integrate with various 3rd Party vendors but also to identify the best vendors in the different areas according to our client needs.


Our headless approach empowered our implementations to be PWA-supported which combines the flavor of a native mobile app experience with the usability of a responsive website. 

Progressive web apps make the core features of the app accessible offline as it caches data in addition to its access convenience as it can be saved on your mobile device with a shortcut similar to your installed apps and, of course, on top of all of that, PWA-supported platforms are much more favoured by search engines.

To conclude, we really have been maximizing on the benefits of headless implementation for its flexibility and scalability especially with Magento. In future writings, we’ll be explaining in more detail how to transition from being template-based to headless and all about the architecture and how to benefit from it in e-commerce as well as other platforms.

Let us know what you think! Have you used headless implementation in e-commerce before? Share your experience.

Want to know more about our e-commerce implementations in general or start a new e-commerce project? Contact me via Linkedin or send me an email on ahmed.abousafy@robustastudio.com and let’s talk about it.


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