Overview
Background
The client is a direct-to-consumer (DTC) e-commerce brand launched by an existing home furnishing wholesaler who is a trusted name in the interior design world.
Known for their high-quality rugs and home furnishings, the new business unit was created to bring their designer-curated products directly to consumers. With exclusive designs, proprietary trademarks, and expert curation, the business offers a high-end shopping experience online that rivals traditional retail.
This project wasn’t just a new website, it was a completely new business unit built from the ground up.
The effort required not only a beautifully designed front end but a highly integrated technology stack that connected ERP, commerce platforms, and third-party tools to create a seamless shopping experience.
Project Objective
The project required launching a brand-new consumer-facing e-commerce platform for a company historically focused on wholesale distribution. To make the transition, Ten24 Group partnered with the internal development team at the client to provide front-end development, systems integration, and technical architecture, laying the foundation for a scalable and differentiated online shopping experience.
Technology Stack & Profile
- Serverless architecture for rapid scaling
- Microservices model to support modular integration
- Native support for AWS infrastructure (Lambda, DynamoDB, API Gateway, SQS, SNS)
- Built-in API management and security
- Efficient deployment and monitoring tools
Project 1: Front-End Development
To bring the brand to life online, Ten24 Group provided senior React developers who embedded directly with the client’s internal team. This collaboration focused on building a modern, dynamic front-end experience tailored to high-end retail expectations. The result was a seamless and intuitive shopping experience that reflected the sophistication of the Joon brand and met the demands of today’s discerning consumers.
Key Contributions:
- Developed a custom React-based interface for an elegant and responsive user experience
- Created reusable components to support rapid iteration and design flexibility
- Embedded Ten24 team directly into the client’s agile process for tight collaboration
- Assisted in final QA, performance tuning, and launch readiness of the e-commerce experience
Project 2: Data Integration & Middleware Development
The Client’s success depended on the real-time availability and accuracy of product data across platforms. Ten24 Group implemented a robust middleware layer to serve as the connective tissue between internal systems and third-party tools. This middleware enabled the client to centralize their data flows, ensuring consistency between back-end systems and the customer-facing storefront.
- Pulled and normalized product data from the client’s ERP and commerce platforms
- Synced product metadata including descriptions, images, categories, and real-time inventory
- Pushed curated and normalized product data into Algolia to power high-speed, faceted search
- Maintained data integrity with validation checks and logging for data discrepancies
- Designed the middleware for scalability and extensibility, enabling future integrations
Results
- Successful launch of a brand-new DTC business unit for a legacy wholesale brand
- A front-end experience that matches the quality and detail of Joon’s product line
- Middleware layer that automates and maintains critical business logic across systems
- Real-time search and product discovery powered by clean, reliable data
- Strong foundation for future expansion into new product lines, markets, and campaigns
