Magento Fashion e-Store

A Magento-based High Performance Fashion e-Store

Veltrod developed a start to end online portal with the capacity to handle over 100,000 SKUs, 150 brands and more than 50 product categories.

The Client

The client is India’s first online store dedicated to offering fashion forward individuals exclusive access to the latest seasonal collections of clothing and styles, inspired from celebrities and catwalks across the globe, all at affordable prices.

Business Need

The client wanted to build India’s most classy online fashion store with an ablity to showcase high resolution images, load fast and handle high traffic. There was need to Go-To-market quickly.

Veltrod Solution

  • Veltrod's solution involved building a rock solid site on Magento Enterprise Edition. Being a magento expert, Veltrod brought to the table its expertise in customizing, optimizing and extending Magento.
  • Since the portal dealt with a wide variety of product categories ranging from footwear to apparels to accessories, a high level of customization was needed. 
  • Custom scripts had to be built for importing products. Extensions developed included ‘Popular’ product, Homepage customization, brand management, in-site blog. 
  • Veltrod also focused on the UI/UX design to build a site that is now considered as a trend setter in the Indian online retail.

Technology footprint

Back-end performance was improved using mem-cache servers, PHP accelerators, Nginx with PHP FPM, CDNs, reverse proxies, domain sharding and specific tweaking of MYSQL database parameters. This allowed serving 55mn Hits/month with an average page load of under 6 seconds.

  • Built on Magento Enterprise Edition
  • HTML, CSS, JSP, JQuery
  • Varnish
  • Mem-cache

Top features

  • A layer of web services on Magento Enterprise Edition for integrating with back-end suppliers and inventory
  • Custom built preferred shipping carrier identification based on the location of the person and Cash on Delivery module
  • Automated selenium scripts for testing
  • Complex algorithm for right SEO outreach
  • Improving front-end page load times by 20% from default enterprise version page loads
  • Look books for celebrity-promoted fashion with latest trends and style guide.
  • Social Media integration for Catalogue, Celebrity looks, Trends and style guide categories for facebook, twtter, Google Plus, Pininterest, Instagram
  • Mobile Optimized screens
  • Mobile and tablet friendly themes.
  • Scaling up of App servers without any downtime
  • Elimination of any single point of failure throughout the architecture
  • Scheduled automated Data Back-ups
  • Application restoration/re-deployment drills
  • Analytics and reports
  • Integrated ecommerce Google analytics to track drop-offs, conversions, bottle necks and ROI
  • Integrated affiliate and lead tracking from different agencies.