Low conversion
The storefront needed to turn brand traffic and campaign interest into stronger product clicks, add-to-cart activity, and completed purchases.
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Case Study
Tong Garden
Digital solutions for a snack commerce brand replatformed from Magento to GraphCommerce to improve speed, customer flow, and conversion efficiency.
Client Overview
A headless commerce storefront for Tong Garden's snack catalog, promotions, and D2C growth.
Tong Garden is one of Asia's leading snack brands, and its India storefront brings together nuts, seeds, dried fruits, chips, confectionery, promotions, and membership-led D2C shopping in one consumer-facing experience.
This project was delivered in partnership with Thirteen Ideation, a creative studio that led the idea- and design-first direction for the brand experience. Ethnic Infotech supported the commerce implementation by moving the storefront from a more expensive Magento setup to GraphCommerce so the brand could get a faster, cleaner, more conversion-ready experience.
Business Challenge
The storefront needed to convert better without carrying the cost and friction of the previous setup.
High frontend expense
The previous Magento-led storefront experience carried more cost and complexity than the business wanted for ongoing growth.
Journey friction
Product discovery, category movement, and purchase flow needed to feel quicker and more intuitive for D2C snack buyers.
Goals
The replatforming goals centered on performance, cost efficiency, and a better buying journey.
Improve storefront speed
Make key pages feel faster and more responsive across home, category, and product journeys.
Refine user journey
Simplify discovery, product comparison, and add-to-cart flow so customers can move from campaigns to purchase with less friction.
Reduce frontend complexity
Shift from the heavier Magento storefront layer to a more efficient GraphCommerce delivery model.
Support conversion growth
Create a clearer, more conversion-ready experience for promotions, featured products, and repeat D2C shopping.
Solution Delivered
A GraphCommerce storefront built to reduce overhead and improve the path to purchase.
01
In partnership with Thirteen Ideation, the project reworked Tong Garden's digital commerce experience around faster discovery, clearer merchandising, and lower platform complexity. Their team shaped the brand and design direction, while Ethnic Infotech focused on the technical migration and storefront implementation.
02
The customer-facing experience was moved from a heavier Magento setup to GraphCommerce, while Magento continued supporting the underlying commerce engine. This allowed the storefront to be rebuilt around better performance, cleaner category discovery, stronger promotional visibility, and a smoother flow from landing page to product detail and cart.
03
The result is a more efficient commerce stack that improves speed perception, supports a better user journey, and gives the brand a stronger foundation for conversion optimization and ongoing campaign delivery.
GraphCommerce replatforming
Rebuilt the customer-facing layer on GraphCommerce while preserving Magento as the backend commerce engine.
Conversion-led UX refinement
Tightened navigation, campaign hierarchy, product cards, and product-detail presentation around faster buying decisions.
Modern stack efficiency
Reduced storefront overhead with a frontend better suited to performance tuning and ongoing growth iterations.
Features / Modules / Systems Built
The core commerce systems behind the Tong Garden GraphCommerce storefront.
Headless storefront architecture
GraphCommerce powers a faster customer-facing experience while Magento continues handling commerce operations.
Campaign and promotion visibility
Home and landing sections surface offers, featured products, and seasonal merchandising more clearly.
Category-led product discovery
Shoppers can move through snacks, chips, premium nuts, seeds, dried fruits, and related collections with less friction.
Cleaner product detail journeys
Product pages present pricing, descriptions, and buying actions in a more direct flow.
Responsive commerce experience
Key storefront paths were tuned for smoother use across devices and touchpoints.
Agency-partnered delivery
The implementation aligned with Thirteen Ideation's idea-first creative and design direction.
Tech Stack
GraphCommerce and Magento systems supporting a faster, more efficient snack-commerce experience.
Results / Business Impact
The new storefront improved speed, customer flow, and conversion readiness while lowering frontend overhead.
storefront performance
GraphCommerce improves the feel of navigation, product browsing, and key commercial interactions.
user journey
Refined navigation, category paths, and product pages reduce friction from discovery to cart.
frontend overhead
Moving away from the heavier Magento storefront helps reduce cost and complexity in day-to-day commerce delivery.
conversion readiness
A more focused commerce experience supports better product visibility and purchase intent.
Better speed perception
Faster front-end interactions help shoppers reach products and promotions with less waiting.
Stronger merchandising clarity
Categories, offers, and product cards feel easier to scan, compare, and act on.
Healthier commerce foundation
The stack is better positioned for future campaigns, experimentation, and ongoing optimization.
Screenshots / Visuals
Tong Garden storefront visuals showing the GraphCommerce commerce experience.
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