Authentic Urban

Authentic Urban is a direct-to-consumer food commerce platform that I designed and built end to end. I owned the complete product experience — from the visual design and Next.js storefront to the backend, ecommerce workflows, payments, shipping, customer accounts, order management, reviews, SEO, performance, infrastructure, and production deployment. The live store currently handles 30K+ monthly visitors, 300+ monthly orders, around 400 paying customers, an approximately 6% conversion rate, and around 75% repeat customers.

Category: Websites
Industry: Food & D2C
Type: Ecommerce platform
Year: 2026

Result

A complete production ecommerce platform designed and built from scratch, currently serving 30K+ monthly visitors, 300+ monthly orders, approximately 6% conversion, and around 75% repeat customers.

The product

A real store, built from the ground up.

Authentic Urban needed a complete digital commerce experience, not just a product catalogue. I designed and built the entire platform from the storefront through checkout, orders, shipping, customer accounts, administration, and production infrastructure.

End-to-end

Designed, developed, and shipped by one person.

I owned the entire implementation — product experience, frontend, backend, database, integrations, SEO, performance, security, deployment, and infrastructure.

Commerce

Everything from product discovery to delivery.

The platform handles products, variants, cart, checkout, Razorpay payments, orders, shipping, tracking, refunds, returns, customer accounts, reviews, and administration.

01
Cart
02
Checkout
03
Razorpay
04
Order created
05
Shipment
06
Tracking
07
Delivered

Customer experience

The shopping experience was designed from scratch.

Every customer-facing surface was designed and developed specifically for the brand, from product discovery and storytelling through checkout and post-purchase account experiences.

Performance

Speed was part of the architecture, not a later pass.

The platform combines Next.js rendering strategies, optimized images, Redis caching, Cloudflare CDN caching, lazy loading, code splitting, API optimization, and database optimization to keep the shopping experience fast.

Next.js rendering optimization
Server-side rendering
Static generation
Incremental regeneration
Server components
Client component optimization
Code splitting
Dynamic imports
Lazy loading
Font optimization
Image optimization
Responsive image sizing
WebP / AVIF assets
Redis caching
API caching
Database query optimization
Bundle optimization
CDN caching
Cloudflare caching
Asset optimization

01
Visitor
02
Cloudflare CDN
03
Next.js
04
Redis
05
PostgreSQL
06
Optimized Assets

Operations

The backend runs the business too.

The internal system manages products, inventory, customers, orders, payments, shipping, reviews, content, and operational workflows so the brand can run the store from one platform.

Infrastructure

From local development to production.

I also handled the production environment using Coolify and VPS infrastructure, with Cloudflare for CDN and caching, AWS S3 for storage, Redis for high-speed operations, and background queues for asynchronous workloads.

01
Next.js Storefront
02
Backend APIs
03
PostgreSQL
04
Redis
05
Background Queues
06
Razorpay
07
Shipmozo
08
Cloudflare
09
AWS S3

Built to be discovered, not just browsed.

Technical SEO is built into the product through dynamic metadata, structured data, product schema, sitemaps, canonical URLs, search-friendly routing, and optimized content architecture.

Dynamic metadata
Product metadata
Open Graph
Structured data
Product schema
Organization schema
Breadcrumb schema
Sitemap
Robots.txt
Canonical URLs
Dynamic product SEO
Blog SEO
Internal linking
Search-friendly routing

The result

A production commerce platform with real customers.

The store is live and doing real volume — traffic, orders, conversion, and a high share of repeat customers — with the entire product and technical stack owned end to end.

The experience

A closer look at the store.

A selection of the homepage, product experience, shopping flow, checkout, customer account, order tracking, reviews, and internal commerce interfaces.

Homepage
The homepage leads with the purity pitch, live production videos, products, and social proof in one scroll.
Reviews
Reviews sit on their own page with ratings, photos, official replies, and pagination across the full set.
Google Analytics
GA4 for the last 30 days: ~34K active users, with Google organic as the primary acquisition source.
Umami
Umami for the last 30 days: 32.4K visitors and 35.5K visits, led by Google and blog buying-guide pages.
Clarity
Clarity for the last 30 days: 33K sessions, 30K unique users, LCP 2.2s, and checkout events in the behavior mix.

1 / 5

Features

Product catalog
Products, variants, pricing, inventory, imagery, descriptions, certifications, videos, SEO metadata, and availability.
Cart and checkout
A complete shopping flow from cart through checkout and order creation.
Razorpay payments
Checkout, payment creation, webhook verification, success and failure handling, refunds, partial refunds, and order-payment reconciliation.
Shipping and tracking
Shipmozo courier aggregation with pincode validation, courier selection, shipment creation, tracking, delivery updates, returns, and cancellations.
Order lifecycle
Orders move through pending, confirmed, processing, shipped, delivered, returned, and cancelled, with admin and customer views.
Customer accounts
Registration, authentication, profile, addresses, order history, tracking, reviews, and account management.
Reviews
Product ratings and written reviews, including purchased-product submissions, with moderation in admin.
Admin operations
Internal management for products, inventory, orders, customers, payments, shipping, reviews, content, coupons, analytics, and support.
Video verification
Order-linked production videos that support the brand's transparency and customer-trust model.
Notifications
Email, WhatsApp, and SMS for order confirmation, payment, shipping, delivery, and support.