Marks & Spencer

Overview

Marks & Spencer was losing ground to digital-native competitors. The existing e-commerce platform couldn't keep up with modern customer expectations: slow page loads, friction-heavy checkout, and a mobile experience that felt like an afterthought. They didn't need a facelift. They needed a complete rethink of how a heritage brand competes in a digital-first world.

Process

Led a cross-functional team of 20+ across London and Stockholm. We architected a headless commerce solution with a React frontend, decoupling the presentation layer from backend systems to enable rapid iteration. Accessibility and performance across all devices wasn't optional, it was the baseline. The checkout flow was redesigned from first principles, eliminating unnecessary steps while maintaining the trust signals that M&S customers expect.

Outcome

Shipped a new e-commerce experience serving millions of customers across web and mobile. Mobile conversion rates increased significantly, page load times cut by 60%. The platform became the technical foundation for M&S's ongoing digital transformation, proving that heritage brands can absolutely compete with digital-native disruptors when they commit to the work.