Rooted Objects case study: How did slow fashion win an ultra-fast web performance?

Rooted Objects, an online marketplace from India, quickly realized that annoyingly slow web performance for mobile users would have a significant influence on conversion rates. PWA built with Vue Storefront by Aureate Labs and designed by 1st Main turned out to be the best solution to that problem.

Rooted Objects

The Challenge

Just after a few months after the Rooted Object launch, the entrepreneurs noticed many dropped checkouts. - A lot of people were going all the way to checkout and stopping because of slowness. We were spending a significant amount of money, gaining little conversions - said Kiran Nambiar, co-founder of Rooted Objects.

The reason was evident. In India, which is Rooted Objects' primary market, weak page performance is a direct jeopardy for eCommerce businesses since the customers are relying heavily on smartphones.

Improving page load time speeds and reducing bounce rate
Improve the performance
Improve eCommerce conversion rate
Shopware Headless FrontendWonect PWA
Vue Storefront Frontend


Wonect's developers did some digging and concluded that a JavaScript stack of Node, Express, and Vue would provide the performance and user interface experience that they were looking for. Vue Storefront, therefore, turned out to the perfect technological fit.

Vue Storefront was not only a ready-to-use solution; it was able to address the most crucial issues common to any eCommerce businesses, as well as giving space to make necessary customizations. Moreover, as Vue Storefront is an open-source solution, the engaged community was a great help in sharing the ideas on how to make things better, faster, and easier. The Wonect team found Vue Storefront easy-to-use and enjoyable to work with, and the community helping out with any problems made it even more comfortable.


After Vue Storefront implementation, Rooted Objects almost immediately noticed a significant improvement in performance.Even knowing that conversion rate or traffic depends not only on performance, it was easy to find at least a correlation between PWA and the business results.

higher revenue
higher conversion rate
faster page load time
lower average redirection time
lower bounce rate
higher pages and sessions ratio
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