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Headless CMS Development
Headless CMS architecture for modern web and product teams Contentful, Sanity, Strapi, Storyblok and custom-built CMS solutions engineered for performance, flexibility and developer experience.
Learn MoreHow We Merged Three Businesses Into One Headless Commerce Platform Built to Scale
A leading distributor of industrial automation, solar, and electrical & control-panel equipment ran three separate businesses across three subdomains, a six-level product catalogue, and 6,000+ products that WordPress could no longer hold together. We rebuilt the entire digital foundation on a headless architecture — one unified platform with advanced UI/UX that carries all three businesses, dual product- and brand-led navigation, full e-commerce, a B2B quotation engine, an AI support assistant, and a content system the in-house team runs without touching a line of code.
Client
Distributor of industrial automation, solar & electrical equipment
Duration
7 Months
Industry
Industrial Automation · Solar Energy · Electrical & Control Panel Equipment (B2B + B2C Distribution)
Country
India
Tech Stack
- Umbraco (Headless CMS) •
- Next.js •
- React •
- Razorpay •
- SMS OTP Authentication •
- AWS
Services
- UI/UX Design •
- Website Design & Development •
- Headless CMS Architecture •
- E-Commerce & RFQ System •
- AI Support Chatbot •
- Bulk Data Migration •
- Performance & SEO Optimisation
The Challenge They Brought to the Table
The client operates across three distinct businesses Automation, Solar, and Control Panel Equipment — each previously living on its own subdomain, stitched together by a main domain that did little more than route visitors elsewhere. The result was three disconnected WordPress sites, a fractured brand, and a product catalogue so deeply nested that WordPress was never built to manage it.
Three separate businesses split across three subdomains and a main “router” domain, with no unified brand or shared experience
The Approach We Recommended
The fix wasn’t a redesign it was a re-platform. We recommended consolidating all three businesses onto a single headless architecture: Umbraco managing content and catalogue on the back end, Next.js delivering a fast, SEO-ready experience on the front. That one decision unlocked everything else a navigable six-level taxonomy, cross-brand product discovery, online selling, a quotation workflow, and a content system the client’s team could finally operate alone.
One unified domain replacing three subdomains, with a single design system spanning all three businesses
The Problem That Needed More Than a Quick Fix
The client’s catalogue isn’t a list of products it’s a deep, multi-brand structure serving two different kinds of buyer. Four problems had to be solved together, not one at a time.
Unifying Three Businesses Without Diluting Any of Them
Automation, Solar, and Control Panel Equipment each have their own audience, language, and product logic. Merging them into one platform meant designing a UI/UX that could carry all three with equal authority one coherent brand, three distinct businesses, no compromise on either side.
Two Mindsets, Two Ways to Navigate
Buyers didn’t think about the catalogue the same way. Some navigate by product drilling from a category through its sub-categories to compare a range of options. Others navigate by brand they trust a manufacturer and want to see everything that brand sells, then buy or request a quote. The platform couldn’t favour one over the other; it had to serve both intuitively, on top of a catalogue that already ran six levels deep from Master Category down to the individual Product.
Selling and Quoting in the Same Experience
The client’s buyers split between straightforward online purchases and high-value enquiries that need a formal quote. The platform had to do both a real e-commerce checkout and a Request-for-Quotation flow without forcing customers down the wrong path or duplicating the catalogue.
Migrating 6,000+ Products Without Breaking the Relationships
Six thousand products, multiple brands, inconsistent legacy data, and a six-level structure where every relationship matters. Getting it wrong would mean orphaned products, broken navigation, and missing images. It had to move in cleanly content, images, and category relationships intact in one controlled pass.
How We Approached It
We started from the constraint that defined everything else: structure. A catalogue this deep and this varied couldn’t be bolted onto a tool that wasn’t built for it. So we rebuilt the foundation around a clean separation of concerns Umbraco owning content and catalogue, Next.js owning the experience and designed every feature on top of that to serve two goals at once: make it effortless for customers, and make it independent for the client’s team.
Umbraco as a Headless CMS for a Complex Catalogue
We chose Umbraco as the headless back end because it could model the client’s six-level taxonomy as structured, related content rather than flat pages. Content types were built around the real shape of the business master and super categories, product categories and sub-categories, series, and products so the catalogue’s depth became something to navigate, not something to fight.
What We Built & Delivered
Seven capabilities built to work as one system, not a feature checklist. Each addresses a specific part of the problem: unifying the brand, making a deep catalogue navigable from two directions, turning visitors into buyers and qualified enquiries, supporting them with an AI assistant, and handing the client's team full control without developer dependency.
Unified Multi-Business Platform
Three businesses Automation, Solar, and Control Panel Equipment merged from three subdomains into one platform on a single domain, with one design system and UI/UX engineered to give each business equal presence. One brand, three businesses, no fragmentation.
Dual Navigation: By Product and By Brand
Two complementary paths through the same catalogue. Product-led: drill from Master → Super → Product Category → Sub Category → Series → Product and compare similar items across brands in one view. Brand-led: start from a manufacturer and see everything it sells, then buy or request a quote. Whichever way a buyer thinks, the route feels native something the old WordPress site couldn’t do.
Section-Based Page Builder (Umbraco Headless CMS)
A predefined section library lets the admin team build CMS pages and assign them anywhere in the category or navigation hierarchy no developer involvement. Content, layout, and structure are now fully in the client’s hands.
What Changed After We Shipped
The business went live as a single, unified brand on a platform built for the scale and complexity its catalogue actually demands.
One Brand, One Platform
Three subdomains and a fragmented brand consolidated into a single, coherent digital presence across all three businesses.
A Catalogue Customers Can Navigate Two Ways
Product-led and brand-led navigation replaced single-path, dead-end browsing so whichever way a buyer thinks, 6,000+ products are genuinely findable and comparable.
Two Revenue Channels
Online purchasing and a structured RFQ workflow now run in the same experience, opening direct e-commerce and B2B quotation as parallel paths to revenue.
A Team That Runs Its Own Site
The section-based builder and headless CMS removed the developer dependency that bottlenecked the old setup the in-house team now creates pages and manages the catalogue independently.
Building a Headless Commerce Platform for a Complex Product Catalogue or Multi-Brand Distribution Business?
We work with distributors and B2B businesses who have outgrown their current platform. Whether you're consolidating multiple sites, building dual navigation for different buyer types, or migrating a large catalogue that needs its relationships preserved, we'd like to hear about it. Response within 24 hours. No commitment required.
"You guys did a great job. Our directors love the website. The design, layout, and overall user experience align perfectly with our expectations and brand vision. We appreciate the team's dedication and the quality of work delivered throughout the project."
— Tejas, Digital Transformation Head & Head of Marketing, Industrial Distribution CompanyHow the Engagement Ran
From the first brief to go-live, the project moved through five phases — each with a defined output signed off before the next began.
01
Discovery & Architecture Planning
Brief sessions covering the three businesses, the full product taxonomy, the two buying journeys (purchase vs. quote), and content-management goals. The information architecture for the six-level hierarchy was mapped and signed off before design began.
02
UI/UX Design & Information Architecture
Wireframes and high-fidelity designs for a unified multi-business experience, the cross-brand navigation model, the e-store, and the RFQ flow. Design system established typography, colour, spacing, and a reusable component/section library.
03
Development
Headless built on Umbraco and Next.js: content modelling for the full hierarchy, the section-based page builder, e-commerce with per-product sell control, the RFQ engine, and OTP authentication.
04
Data Migration & QA
Cleaning, structuring, and importing 6,000+ products through the custom pipeline, with verification of content, images, and hierarchy relationships. Cross-device and cross-browser QA, plus performance and SEO checks.
Frequently Asked Questions
We consolidate onto a single domain with a clean URL structure and proper redirects from the old subdomains, so existing search equity carries over rather than being lost. A unified information architecture and SEO-ready metadata across every page make the merged site easier for search engines to crawl and rank than three fragmented ones ever were.
A headless CMS separates where content is managed from where it’s displayed — the CMS serves content via APIs to a separate front end. We chose Umbraco because it models deep, related structures well, letting us represent the client’s six-level taxonomy as structured data rather than flat pages and feed it to a fast Next.js front end.
Two halves working together: a custom mass-import function that loads data into the correct sections per the content schema, and a data engineer who cleans, segregates, and structures the source data to match. For the client’s 6,000+ products, that let us migrate in one controlled pass with images, content, and every hierarchy relationship intact.
Yes. The section-based page builder gives the admin team a library of predefined sections to assemble into pages and assign anywhere in the hierarchy, and the headless CMS lets them manage the full catalogue including whether each product is available to sell online without touching code.
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