A premium deli, rebuilt as a headless commerce experience.
We rebuilt Harvest Deli on a headless Shopify architecture and migrated the brand from a .gr to a .nl domain without surrendering its hard-won search rankings.
Client: Harvest Deli
Sector: Premium food & ecommerce
Services: Headless commerce, Storefront API, SEO migration
Harvest Deli is a premium food brand that had outgrown its original storefront and its Greek domain. The catalogue, ordering flow and brand presentation no longer matched the quality of the product. We designed and shipped a fully headless store: Shopify as the commerce engine behind the scenes, a custom decoupled frontend in front of customers. In parallel, we executed a careful SEO migration to a .nl domain, preserving authority, redirects and language signals so the move was invisible to both customers and Google.
The challenge
The brand was carrying two liabilities at once. The legacy storefront was tightly coupled to a theme that limited both speed and design, and the entire business lived on a .gr domain that no longer reflected where the brand was heading. A domain change at this scale is where most ecommerce brands quietly lose a year of SEO equity.
Our brief was to do both without compromise: a faster, more premium shopping experience and a clean migration to the new domain in which no ranking, no indexed product page and no piece of accumulated authority would be left behind.
The architecture
We decoupled the storefront from Shopify entirely. Shopify continues to handle the catalogue, inventory, checkout and orders, while a custom Next.js frontend reads from it through the Storefront API. The result is a store that is fast, fully designable and independent of any theme.
Custom product experience: Product and collection pages were rebuilt from scratch with premium imagery, fast variant switching and a layout that does justice to the brand. Nothing is constrained by a theme.
Fast headless cart: A cart that talks directly to the Storefront API, updating instantly without full page reloads. It hands off cleanly to Shopify checkout when the customer is ready.
Domain migration plan: A complete URL inventory and redirect map from the .gr domain to the new .nl domain, covering every product, collection and content URL. Old links continue to resolve, and their authority follows.
Hreflang and language signals: Hreflang and canonical signals were configured so search engines understood the new market and language targeting without treating the move as duplicate content.
Structured data: Product, breadcrumb and organisation schema were added across the catalogue so listings remain rich and eligible for enhanced results after the migration.
Performance budget: Images, fonts and scripts were tuned against a strict Core Web Vitals budget. The store was built to feel instant on mobile, not only on a developers laptop.
Discovery: We audited the existing .gr store, its catalogue structure, traffic and ranking pages, and mapped exactly what authority was at stake in the move.
Architecture: We defined the headless model, the Storefront API data layer and the payment and checkout approach for the .nl market before writing production code.
Migration planning: We built the full redirect map, hreflang and canonical strategy and a staged rollout so the domain change could be executed in a controlled, reversible way.
Build: We built the decoupled frontend, the headless cart and the product experience against the Storefront API, with the SEO and performance requirements baked in from the first commit.
Launch: We cut over to the .nl domain, activated redirects, submitted the new property and sitemaps and monitored indexation and rankings until the move was confirmed stable.
The store launched on its new domain as a fully headless commerce platform. The migration was executed without the ranking collapse that usually accompanies a top-level domain change.
Shopify Storefront API · Next.js · React · TypeScript · GraphQL · Tailwind CSS · Vercel Edge Network · Shopify Checkout · Google Search Console · Structured data (Schema.org)