Tartera - Headless Storefront and Merchandising Admin for Four European Markets
Headless Storefront for an Andorran Outdoor Apparel Brand
Designed a mobile-first headless storefront for an Andorran outdoor apparel brand selling to Andorra, the EU, the UK and Switzerland, and built a clickable demo of its staff admin: storefront health, merchandising rules, a collection grid editor, CMS content status and per-market prices, taxes and legal settings.
Most of our work is under NDA. Per agreement, we can share the work but not the company details - all names and identifying information shown here have been changed.
Impact
Dashboard, merchandising rules, the collection grid editor, the content entries board and markets with a 6-tab market detail. The grid editor opens for 4 collections.
Andorra, the EU, the UK and Switzerland, each with its own price list in EUR, GBP or CHF, IGI or VAT shown included, delivered duty paid and its own tax route, such as IOSS up to EUR 150.
A badge rule with environmental wording cannot be activated without an evidence note. Recycled fabric and Responsibly sourced down carry certificate references; Eco-friendly and Green shipping stay in draft.
4 collections, 18 merchandising rules, 20 CMS entries tracked in 6 languages, 6 staff users and Core Web Vitals for 6 page types against the client's budgets.
The Problem
Coma Gelada ran a themed monolithic store with one EUR price list and machine-translated pages. Swiss and UK customers saw euro prices, then paid duties and import VAT on the doorstep, and about one in eight refused delivery. Product pages took over 4 seconds to become usable on a mid-range phone, "In stock" showed even when only XS was left, lookbooks had no shoppable links, and every campaign needed a developer to change the home page.
Our Solution
Tartera puts a fast, mobile-first storefront in front of a headless commerce backend and a headless CMS, with each market's own prices and all-in totals, stock shown per size and shoppable stories. Its admin lets merchandisers, editors and market managers run rules, collection layouts, content and market settings without a release, with performance and accessibility tracked on the same dashboard.
The Challenge: One Brand, Four Rulebooks
Andorra sits outside the EU VAT area, so every parcel to the EU, the UK and Switzerland is an import. Selling there means each market needs its own prices, taxes, consumer rights and legal texts, while the store stays fast on a phone.
All-In Prices Across Borders
Prices must include tax, and Coma Gelada ships delivered duty paid so nobody pays at the door. The taxes reach each authority by a different route: IOSS for EU consignments up to EUR 150, UK VAT up to GBP 135, a Swiss VAT registration, a customs broker above the limits, and IGI at home in Andorra.
Price and Green Claims Rules
Under the Omnibus Directive every EU sale price must show the lowest price of the last 30 days, and Directive (EU) 2024/825 bans vague environmental claims such as "eco-friendly". Merchandising badges and sale displays had to follow both without slowing the team down.
Consumer Rights That Differ by Market
EU and UK shoppers have a 14-day right of withdrawal and must see the full price and withdrawal information before a "Place order and pay" button. Switzerland has generally no statutory right, so Coma Gelada offers 30 days everywhere as its own policy, and each market needs its own terms.
Fast, Accessible and Privacy-First
The European Accessibility Act brings e-commerce under WCAG 2.2 AA, and Andorra's Law 29/2021 sits alongside the GDPR, UK GDPR and the Swiss FADP. The client's own Core Web Vitals budgets are stricter than Google's, with LCP at 2.0 s on home, collection and product pages.
Our Approach: From Market Rules to a Clickable Admin
Spec and Rules Research
Mapped 7 roles and 34 screens: 20 mobile-first storefront and account screens, 14 admin screens and an editor preview mode. Defined the data model for markets, tax routes, products, variants, stock, prices with 30-day lowest price, merchandising rules, collection layouts, CMS entries, orders and budgets, and wrote down the rules the design follows: Andorran and EU data protection, consumer rights, Omnibus, green claims, cross-border taxes, accessibility and SCA.
Clickable Demo on a Production UI Kit
Built 5 key admin screens on a production dashboard kit: the dashboard with KPIs, Core Web Vitals per page type and a needs-attention list, merchandising rules with filters and a New rule panel, the drag-and-drop collection editor, the content entries board by status with translation gaps, and markets with validation and a confirm step. All actions run on local state; the storefront screens are designed in the spec.
What a Production Build Adds
The storefront itself on the edge, connected to the commerce backend (such as commercetools or Shopify), a headless CMS, Algolia search, Adyen or Stripe hosted card fields, Klarna and TWINT, a duties provider such as Zonos or Global-e, Loqate, consent management and real-user monitoring. Staff SSO by role, an append-only audit log, editor preview with signed tokens, and the remaining admin screens for search tuning, size guides, SEO, budgets and accessibility.
Why It Works: Rules Built Into Every Setting
Markets Validate Themselves
Each market shows its URL, tax display, currency, duties mode and 30-day orders. The detail page allows only one x-default market, keeps the Omnibus prior price switched on for the EU and Andorra, and flags unpublished legal pages, such as the Swiss withdrawal form, before changes are confirmed.
Dragging Is Never Required
In the collection editor every card can be dragged or given a typed position number, pinned products hold their slot, and each card shows stock coverage by size, 7-day sessions and add-to-bag rate, and the sale price with the struck prior price in the market's currency.
Content Gaps Are Visible
CMS entries sit on a board by status with their markets, schedule and translation state per language. A story missing French does not appear on /ch/fr/, so the gap is shown on the card instead of being found by a shopper.
One Place for What Needs Fixing
The dashboard sets p75 LCP, INP and CLS on mobile against the client's budgets per page type, and gathers rules starting or ending within 48 hours, scheduled content with missing languages, broken redirects, serious accessibility issues and integration errors in one needs-attention list.
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Client operations and business development
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Enterprise Software Engineering - Human + AI
Contact Us
Locations
Global Headquarters
21 Merchant Road, 3rd Floor, Singapore 058267
Main corporate office and leadership operations
North America Office
548 Market Street, PMB 12345, San Francisco, CA 94104
Client operations and business development
India Office
402 Shivalik Shilp II, SG Highway, Ahmedabad 380015
Engineering and delivery center
© 2026 - Copyright. All Rights reserved Oceanlab