Implementation of a modern Headless PWA store for Coalition
CLIENT: Coalition
INDUSTRY: Fashion / Streetwear / Lifestyle
TECHNOLOGY: Adobe Commerce + PWA Studio (Headless Commerce)
A brand with character needed a store with character.
Coalition is a brand that has been building its community around board sports, urban culture, and an authentic lifestyle for nearly twenty years. Surfing, skateboarding, and snowboarding are not just an inspiration for their collections - they are the foundation of the entire brand.
Our task was to create a modern online store that would not be just a product catalog, but a natural extension of Coalition's character. The platform had to capture the brand's energy, showcase high-quality visuals, and provide users with an exceptional shopping experience on both desktop and mobile devices.
The results
Custom theme inheritance system
One of the biggest challenges of the project was developing our own theme inheritance mechanism. (Theme Inheritance).
The client already had a second storefront based on PWA Studio. Instead of copying components between projects, we created an architecture that allows sharing features while keeping each store fully independent.
As a result:
- new features only need to be developed once,
- fixes can be moved between projects without any conflicts,
- each storefront keeps its own look and unique character,
- developing future stores is much faster and cheaper.
This approach allows the client to develop an entire family of stores without the need to maintain multiple independent codebases.
The product page as the heart of the shopping experience
We focused most of our attention on the product page.
In this industry, product photos do more than just provide information - they build emotions and help customers imagine using the product in real life.
That is why the product gallery was designed to maximize the exposure of high-quality lifestyle photography. Large images, proper proportions, and smooth navigation allow users to focus on the product and better understand its character.
Our goal was to ensure the store sells more than just items - it sells the story behind every collection.
Mobile First
Since most of the traffic to these online stores comes from mobile devices, the project was built from day one with smartphone users as the top priority.
We put a strong emphasis on intuitive product browsing and fast navigation throughout the store.
One of the features that improves shopping comfort is the ability to browse product photos directly from the product list using swipe gestures. This allows users to view the entire gallery without having to open every product page.
This makes it much faster to find interesting products and makes browsing the collection feel more natural.
Headless Commerce powered by Adobe Commerce and PWA Studio
The project was built using Headless Commerce architecture, powered by Adobe Commerce and PWA Studio.
Separating the frontend from the backend allows us to develop the user interface independently, without affecting the store's business logic.
This approach provides greater flexibility when introducing new features, makes it easier to develop future storefronts, and allows for faster responses to changing business needs.
Features supporting sales
As part of the project, we also implemented solutions that improve shopping comfort and prepare the platform for further expansion.
The most important of these include:
- A Guest Wishlist that allows even non-logged-in users to save their favorite products,
- Multi-store, multi-language, and multi-currency support,
- An architecture prepared for the future development of subsequent storefronts.
SUMMARY
The Coalition project showed that a modern online store can be much more than just a place to sell products.
Combining Adobe Commerce with Headless PWA architecture made it possible to create a platform that truly reflects the brand's character, ensures high performance, and gives full freedom for future development.
At the same time, the architecture we prepared enables efficient maintenance of multiple storefronts, allowing the client to develop subsequent projects faster while maintaining technological consistency and a high-quality user experience.