Consumer tech brand selling smartwatches, earbuds and audio across Pakistan.
- Year
- 2026
- Scope
- Theme architecture, Performance, Campaign tooling
- Live
- Visit store ↗
The problem
The storefront serves over two million customers, and mobile performance had degraded steadily as apps, tracking scripts and campaign code accumulated. Product pages were slow enough to affect both search rankings and mobile conversion. The constraint: a live, revenue-generating store. There was no option to take it offline and no appetite for a rebuild, so whatever was done had to be surgical.
What I did
Measured first. Lighthouse across the highest-traffic templates, plus Core Web Vitals field data, so the work targeted what real customers experienced rather than what a lab test flagged.
Deferred and conditionally loaded non-critical app scripts that were blocking first render.
Implemented responsive image delivery with modern formats and correct sizing per breakpoint.
Refactored the heaviest Liquid loops on collection templates to cut server response time.
Audited every third-party tag and removed those left over from campaigns that had ended.
Rebuilt the content areas as Shopify 2.0 sections so marketing could ship campaigns without a developer.
Result
Load times down by up to 40% across key templates, with measurable Core Web Vitals improvement on LCP and CLS. No downtime and no disruption to live sales at any point. Marketing now builds campaign pages independently.
- Customers
- 2M+
- Load time
- −40%
- Products
- 80+
Worth knowing
Most speed work fails because it treats symptoms. Compressing images barely helps while twelve app scripts still block first render. The gain came from auditing what was actually running on the page and being willing to delete things that had been there long enough that nobody questioned them.
- Shopify
- Liquid
- JavaScript
- Core Web Vitals
- Lighthouse