Project Overview
A UK sustainable outdoor apparel brand with £18M annual revenue, 120,000 customers, and B Corp certification n...
Technology Stack
Compliance & Standards
The Challenge
A UK sustainable outdoor apparel brand with £18M annual revenue, 120,000 customers, and B Corp certification needed a new D2C platform — replacing a WooCommerce installation suffering from performance issues (LCP 9.2 seconds) and an inability to communicate the brand's sustainability story (materials transparency, supply chain traceability, and recycled product lifecycle). UK Consumer Rights Act, UK GDPR, PECR, PCI-DSS SAQ-A, and B Corp reporting requirements were mandatory. Budget: £120,000.
Our Approach
Product data architecture
- each product has a sustainability passport — materials composition (recycled content % — Higg MSI scores), country of manufacture, factory certification (Fair Trade, OEKO-TEX, Global Organic Textile Standard), carbon footprint (kg CO2eq per unit — lifecycle assessment), end-of-life options (repair, recycle, resell programme), and Higg Index score.
- Sustainability passport displayed prominently on product page — product page redesigned to put sustainability information equal prominence with price and features.
Materials traceability
Tier 1 supplier (manufacturer), Tier 2 (fabric supplier), Tier 3 (yarn/fibre producer) — all visible on product page.
Supplier data
ClickMasters built a supplier portal where each supplier logs their own data (certifications, production data, audit results).
QR code on physical product
- scan QR code → digital sustainability passport with full traceability.
- This is not greenwashing — it is transparent data from verified suppliers.
B Corp Impact Assessment
scored across 5 impact areas (Workers, Community, Environment, Customers, Governance).
Platform data pipeline
- eCommerce platform events feed into B Corp relevant metrics (worker pay — if sold via own supply chain employees, community impact — charitable giving linked to sales, environmental — product carbon footprint data).
- Annual B Corp re-assessment: platform generates B Corp evidence pack automatically.
- CBI (Certified B Corporation) requirement: continuous evidence of impact, not just assessment-period snapshots.
Previous LCP
9.2 seconds (WooCommerce + unoptimised images + no CDN).
New architecture
Next.js App Router + Shopify Plus Storefront API + Vercel CDN.
Image optimisation
sustainability passport images (supply chain photos) — Next.js Image component (WebP + AVIF, lazy load), Cloudinary for dynamic supplier photos.
LCP target
- <
- 2.0 seconds.
Sustainability content
server-rendered (Server Components) — zero JavaScript overhead for content-heavy sustainability pages.
The Results
Platform live at 20 weeks, £112,000 — under budget.
LCP: 9.2s → 1.6s.
Organic search impressions: +420% (Core Web Vitals improvement + rich sustainability content).
Sustainability passport engagement: 68% of visitors view sustainability passport.
Average order value: £94 → £118 (26% — customers willing to pay more after understanding sustainability story).
Return rate: 12% → 8% (better product information reduces unsuitable purchases).
B Corp score: 84.2 → 91.6 (improved data capture enables better impact documentation).
“LCP from 9.2 to 1.6 seconds. Organic impressions up 420%. AOV from £94 to £118 — customers pay more when they understand the sustainability story. B Corp score 84.2 to 91.6. Sustainability passport engagement 68% — two thirds of our customers read the full sustainability story. The platform proved our instinct: transparency builds trust and trust builds sales." — CEO, UK Sustainable Outdoor Apparel Brand (name withheld)”
Project Details
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