Proactive partnership identifying ways to increase revenue by 176%

About BUFF®

BUFF® is a global sports and lifestyle accessories brand selling direct-to-consumer in more than 70 countries. Their eCommerce setup includes dozens of localized storefronts, multiple languages and currencies, configurable products, and region-specific checkout and fulfillment logic. At this scale, delivery reliability directly affects revenue, campaign execution, and internal planning.

Problem

Initiatives across platform development, UX, analytics, CRO, and localization were active, but ownership across teams and vendors was unclear. Progress depended heavily on coordination rather than execution. Issues were addressed in isolation, then reappeared in other areas. Planning became unreliable as timelines shifted and teams struggled to assess delivery risk before making changes.

The issues showed up as:

• Parallel workstreams running without a single accountable owner
• Issues returning after fixes due to fragmented responsibility
• Reactive delivery cycles replacing planned stabilization
• Analytics and tracking inconsistencies across markets and store views
• Checkout and UX problems identified but hard to resolve consistently
• Growing hesitation to ship changes without introducing new risks.

Solution

Delivery ownership reset

We established a single delivery ownership model across platform, UX, analytics, CRO, and support. This gave BUFF®’s internal teams one clear point of accountability for prioritization, escalation, and outcomes, replacing a setup that relied on coordination between multiple parties.

Execution sequencing

Work was sequenced to restore predictability before expanding scope. Stabilization of delivery processes and the existing platform came first. Only then did teams move into UX, checkout, and CRO initiatives. This reduced rework and stopped teams from fixing symptoms while underlying issues remained.

Platform transition under controlled delivery

With delivery discipline in place, BUFF® moved from Magento Open Source to Adobe Commerce Cloud without disrupting live markets. The transition included custom-built data migration scripts, a fully customized ScandiPWA frontend, Akeneo PIM integration with revised product structures, and support for 59 countries, 44 store views, and 8 languages. The delivery model remained unchanged throughout the transition.

Analytics consolidation

Analytics setups across markets were audited and unified. GA4 implementations were stabilized, server-side tracking introduced, and consent management reworked. Reporting inconsistencies were removed, restoring confidence in data and allowing teams to make decisions based on a shared source of truth.

Checkout and UX recovery

Data analysis and user testing were used to identify friction across localized checkout flows. Improvements focused on mobile usability, form behavior, and error handling, allowing issues to be resolved consistently instead of market by market.

Stability and prevention

Regular code audits, performance monitoring, and security patching replaced emergency-driven fixes. Ongoing support shifted to predictable health checks and planned improvements, giving teams a delivery rhythm they could rely on.

Outcome

• Clear delivery ownership established across all eCommerce workstreams.
• Predictable execution restored for global and regional initiatives.
• Recurring issues addressed at the root instead of cycling back.
• Unified analytics and tracking implemented across markets.
• Checkout and UX friction reduced without destabilizing live storefronts.
• Internal teams freed from constant coordination and firefighting.
• Measured impact after stabilization and optimization:
  • +176% revenue
  • +69.9% visitors
  • +195.2% mobile conversion rate
  • +49.8% desktop conversion rate.

Stuck with a delivery setup that’s hard to trust? We help teams regain clear ownership and move the roadmap forward with confidence. Book a 50-min ROI roadmap session with scandiweb.

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