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Modernization of Agricultural eCommerce Platform for Enhanced Performance and Conversion Rates

experionglobal.com

Agriculture

eCommerce

Retail

Key Challenges Identified

Outdated Ruby on Rails platform lacked scalability and hindered growth. Suboptimal user experience across devices led to poor customer retention. Inefficient ad management and search functionalities limited engagement and conversion potential.

About the Client

Online marketplace connecting Australian farmers with machinery dealers, agents, and auction houses, offering agricultural equipment, livestock, and supplies.

Project Goals

Modernize platform architecture for scalability and future enhancements
Improve cross-device user experience to boost engagement
Optimize site performance to achieve 90+ Lighthouse score
Increase conversion rates through streamlined ad management and discovery

Core System Functionalities

Scalable Adobe Commerce cloud architecture
Streamlined ad posting/editing workflow with categorization
Advanced search and filtering for classified ads
Progressive Web App (PWA) headless frontend
SEO-optimized content management
Secure user authentication and profile management

Technology Stack

Adobe Commerce on Cloud

PWA (Progressive Web App)

Cloud-based infrastructure with caching

Responsive design frameworks

Third-Party Integrations

Payment gateways
Mapping services
Analytics tools
SEO performance monitoring

Non-Functional Requirements

90+ Lighthouse performance score
Horizontal scalability for traffic spikes
Cross-device responsive design
Enterprise-grade security protocols
SEO-friendly URL structures

Expected Business Impact

Anticipated 40%+ increase in conversion rates through enhanced user experience and optimized ad discovery, coupled with 200%+ growth in organic traffic from SEO improvements, positioning the platform as Australia's leading agricultural marketplace.