Australian fashion brand, BlackMilk Clothing has transformed its mobile ecommerce site, slashing page load speed and increasing transactions, thanks to a progressive web app (PWA) solution by ecommerce design and development specialist, Balance Internet. 

The new mobile solution was driven by the need to improve the brand’s mobile commerce experience, with mobile accounting for 80% of traffic and 65% of sales. With a cult-like following that includes celebrity fans like Beyoncé, BlackMilk needed to increase its mobile speed to accommodate major traffic surges following new releases and exclusive collaborations.

Balance Internet implemented a ‘headless commerce’ approach, designing a high performance PWA solution with an entirely new theme. The PWA solution supports the site’s traffic volumes by making changes to live product data in the backend, while simultaneously processing orders in the front.

The PWA solution from Balance Internet has kick-started the brand’s next level of internationalisation, according to BlackMilk Clothing head of IT, Matthew Suddock.

“From humble beginnings in 2009, BlackMilk Clothing has grown into a remarkable global fashion brand with a unique difference. While half our devoted customers are based in Australia, we now ship to over 200 countries, with mobile accounting for the majority of our sales,” he said.

“For us to continue to deliver an exceptional customer experience and further expand our international footprint, we needed to implement a faster mobile solution that could handle the major traffic spikes following new releases and exclusive drops.

“Balance Internet has designed an exceptional PWA solution that has elevated our customer experience. Our product page load is nearly six seconds faster, the category page load speed is up to two seconds faster, and we’ve increased the number of transactions by 10%.”

Balance Internet director of business development, Aaron Chidley said, “It was imperative that BlackMilk’s new PWA wasn’t just built for performance. The iconic fashion brand has a unique and highly engaged audience, which required a bespoke theme that resonated with their core consumer. We needed to ensure that each feature was executed with purpose and based on extensive customer research.

“Now, BlackMilk can deliver customers the best app-like experience across all devices. The PWA headless commerce solution has completely transformed the customer experience, slashing product page load times, and ultimately increasing sales.”