Before Transitioning to FLUX
D&B Supply operates one of the most expansive rural lifestyle retail catalogs in the region, but their native Adobe Commerce storefront had become a barrier rather than a foundation. It was dealing with a platform that had fallen a bit behind in some aspects that mattered:
A storefront that couldn't keep up - their Adobe Commerce frontend had hit a ceiling. Pages took too long to load than desired, the browsing experience felt unresponsive, and customers were dropping off before they ever reached checkout.
Poor search visibility and organic reach - with a catalog spanning 650+ categories, the storefront was leaving significant SEO value on the table. Slow performance, weak Core Web Vitals, and unoptimized page structure meant lower search rankings, less qualified traffic, and missed opportunities that compounded over time.
A storefront invisible to modern search and AI - without server-side rendering or proper semantic markup, D&B's pages were difficult for both search engines and AI crawlers to interpret. With AI-driven product discovery becoming a growing channel, the gap between where D&B's storefront was and where it needed to be was widening with every passing month.
A platform too rigid to scale - every change and enhancement to the storefront came with mounting technical debt and growing development overhead. Complex fulfillments logic, advanced search improvements, and modern performance standards weren't just hard to deliver. They were becoming increasingly slow and costly to even attempt.
High development overhead with every change - their frontend and backend were tightly coupled, meaning even routine updates carried risk. There was no clean separation between what needed to change and what didn't, and as a result, every new feature or fix required more time, more coordination, and more cost than it should have.
Founded in 1959, D&B Supply is a Northwest retailer serving ranchers, farmers, and outdoor enthusiasts across Idaho and Oregon.
Their stores carry everything from farm and ranch supplies to clothing, footwear, pet supplies, and sporting goods.
Known for their hands-on expertise and honest prices, D&B has earned a loyal following among those who live the western lifestyle.
49%
Faster page load time
67%
Increased Conversion
$57K
Annual upgrade savings
81%
Incrased in organic traffic
36%
IMPROVEMENT IN SEARCH RANKINGS
FLUX at Work: Faster Wins, Zero Drag
D&B Supply's storefront was rebuilt from the ground up, moving off their native Adobe Commerce frontend and onto a modern headless architecture that could finally match the scale and complexity of their catalog.
The new storefront runs on Flux, a headless platform purpose-built for Adobe Commerce (Magento Enterprise). Flux takes over the entire presentation layer through a decoupled React and Next.js frontend, communicating with Adobe Commerce via GraphQL. This means Adobe Commerce does what it does best, managing a catalog spanning 650+ categories, processing orders, handling inventory, and managing customers, while Flux owns the experience customers actually see and interact with.
The result is a storefront built for performance, built for flexibility, and built to stay that way without the maintenance burden that had made every previous improvement a costly undertaking.
The move to Flux also marked a significant operational milestone for D&B. Their original 2023 site was built purely around BOPIS. The Flux rebuild was what made it possible to expand into direct-to-consumer shipping, local delivery, and drop ship, opening D&B's catalog up to customers across the US for the first time.
Real-word Results by Brand
The impact of Flux became visible quickly at the brand level. Noble Outfitters, an exclusive workwear brand available only through D&B and a select group of co-op retailers, began generating orders from across the US almost immediately after launch with no dedicated promotion behind it yet. DeWalt, another strong category for D&B, has seen the chain become the number one DeWalt retailer in America by volume per door, outperforming major national retailers. These results reflect what a fast, reliable, and discoverable storefront makes possible when the product and the demand are already there.
Optimized Performance on Adobe Commerce with FLUX
Flux's headless architecture brought D&B's page load time down from 4.36 seconds to 1.4 seconds, a 49% site speed increase from their previous Adobe Commerce (Magento Enterprise) storefront. The new storefront using Flux has achieved a passing Core Web Vitals and high Lighthouse scores across performance, SEO, accessibility, and best practices.
1 PASSING CORE WEB VITALS
D&B Supply's Flux-powered storefront passes Google's Core Web Vitals assessment with page loads consistently scoring "Good" across Largest Contentful Paint (LCP), First Contentful Paint (FCP), Interaction to Next Paint (INP), Time to First Byte (TTFB), Total Blocking Time (TBT), and Cumulative Layout Shift (CLS).
Core Web Vitals are direct Google ranking signals. Passing consistently across both device types means better organic search visibility, more qualified traffic, and a faster experience for every shopper regardless of how they access the site.
2 HIGH LIGHTHOUSE SCORES ACROSS ALL CATEGORIES
D&B Supply's storefront scores high across all four Google Lighthouse categories: Performance, Accessibility, Best Practices, and SEO.
Strong Performance and SEO scores improve organic search rankings, reducing dependence on paid traffic.
High Accessibility scores reduce checkout friction across a broader range of shoppers. Together, these scores reflect a storefront that is technically sound and built to perform in search and convert effectively.
LIGHTHOUSE SCORES
3 MEASURABLE IMPACT ON SHOPPER BEHAVIOR
+ 13% decrease in bounce rate
+ 22% increase in active users
+ 26% increase in orders placed
The performance gains delivered by Flux translated directly into how shoppers engage with D&B's storefront. Since going live, D&B has recorded a 13% decrease in bounce rate, a 22% increase in active users, and a 26% increase in orders placed.
These numbers reflect what a fast, stable, and responsive storefront does to shopper behavior at scale, keeping more visitors on the site, bringing more back, and converting a greater share of them into buyers.
4 AI AND LLM-READY STOREFRONT
D&B Supply's Flux-powered storefront achieves a perfect score on agentic browsing assessment, confirming that autonomous AI agents can navigate and interact with the site without friction.
As AI assistants and large language models become a growing channel for product discovery, this is increasingly important alongside traditional SEO.
Flux supports this through server-side rendering that delivers complete HTML to AI crawlers, semantic markup that gives language models the context to accurately represent D&B's products, and LLM.txt support that helps AI-powered search tools surface D&B in relevant results.
5 SIGNIFICANT ORGANIC TRAFFIC AND RANKING GAINS
+ 81% increase in organic clicks
+ 36% increase in search impressions
+ 53% improvement on average ranking position
+ 35% increase in click-through rate
Based on data pulled directly from Google Search Console, D&B Supply has seen an 81% increase in organic clicks and a 36% increase in search impressions since launching on Flux, with average ranking position improving by 53% and click-through rate up 35%. These results are a direct outcome of the technical foundation Flux provides, with passing Core Web Vitals, high Lighthouse scores across Performance and SEO, server-side rendering, and properly structured semantic markup all contributing to how Google evaluates and ranks the storefront.
For a catalog of D&B's scale, these gains compound quickly. More organic visibility means more qualified traffic entering the funnel without additional ad spend, and better rankings across a broad catalog translates into consistent, long-term returns.
FLUX's Additional Wins
1 HEADLESS COMMERCE PERFORMANCE
On a traditional Adobe Commerce (Magento Enterprise) storefront, every navigation triggers a full server round-trip, forcing the browser to rebuild the entire page from scratch. Across a catalog of D&B's size, that adds up to a slow, friction-heavy experience that drives abandonment.
With Flux, navigation happens client-side after the initial load. Only the necessary data is fetched, pages update without a full reload, and Next.js prefetches pages in the background so they are ready before the shopper clicks. The result is a fast, app-like browsing experience across D&B's entire catalog.
2 B2C STOREFRONT REDESIGN
D&B Supply's storefront received a full custom redesign, built and implemented directly on Flux. Because Flux's composable architecture keeps the presentation layer completely separate from the backend, the new design was applied without any risk to existing commerce functionality.
Key customer journey pages including the product listing page, product detail page, cart, and checkout were rebuilt from the ground up to reflect D&B's brand identity. Flux's per-breakpoint controls ensured every page was designed and optimized independently for desktop, tablet, and mobile. BOPIS and direct-to-consumer fulfilments options were incorporated into the customer-facing experience seamlessly within the new design.
3 CONTENT MANAGEMENT MADE EASIER
Flux gives D&B Supply's team direct control over the storefront through the Adobe Commerce admin, without requiring developer involvement for routine content updates.
Flux Page Builder extends Adobe Commerce's native content tools with per-breakpoint controls for layout, imagery, and spacing across desktop, tablet, and mobile. Updates that previously required development resources can now be handled by the content team directly.
4 ADOBE COMMERCE UPGRADE COST REDUCTION
$ 57K Annual Upgrade Savings
Because Flux and Adobe Commerce operate independently, updates to one side do not require changes to the other. Backend security patches and Adobe Commerce updates can be applied without touching the frontend, and Flux updates only affect the customization layer that has actually changed.
Across Flux deployments, upgrade cost reductions of up to 55% have been measured on the most recent Adobe Commerce updates, with D&B's own savings translating to $57k annually.
For D&B, this makes upgrade cycles more predictable, less disruptive, and significantly less expensive than maintaining a tightly coupled storefront.
5 CUSTOM FEATURES VIA COMPOSABLE ARCHITECTURE
Flux's modular architecture means new capabilities are added as self-contained, self-registering modules that plug into the existing codebase with a single configuration entry. No rewiring, no risk to what's already in place. For a project with D&B's level of complexity, this made it possible to build and deliver each requirement independently without compounding risk across the broader platform.
Extension Integrations
Secure payment processing.
Authorize.net is a trusted payment gateway that enables merchants to accept credit cards, contactless payments, and eChecks securely online and in-store. Its advanced fraud detection tools and secure customer data protection ensure every transaction is safe and reliable.
Email marketing and automation platform.
Mailchimp powers email marketing efforts by enabling audience segmentation, automated campaigns, and performance tracking. It allows teams to stay connected with customers through targeted, timely communications that drive engagement and repeat purchases.
Tax compliance solutions.
Avalara ensures accurate tax calculations during checkout for multi-state customer bases. When integrated with Adobe Commerce (Magento Enterprise), it handles state-specific tax rules, validates shipping addresses, & supports compliance across all jurisdictions where a business operates.
Real-time shipping rate management.
ShipperHQ enables merchants to display dynamic, accurate shipping rates at checkout by supporting multiple carriers, delivery methods, and custom shipping scenarios. It also manages carrier-specific hazardous material restrictions and complex fulfilment rules across delivery and BOPIS operations.
AI-driven fraud prevention and identity trust management.
Kount protects merchants from fraudulent activity in real time using artificial intelligence and machine learning. It detects and flags suspicious transactions before they process, reducing chargebacks and protecting revenue without disrupting the experience for legitimate customers.
Customer voice and user-generated content at scale.
Yotpo empowers merchants to collect and showcase customer reviews, ratings, and photos across their storefront. This user-generated content builds trust with new shoppers and drives purchase confidence across a wide range of product categories.
High-performance search and AI-powered product discovery.
Algolia delivers fast, relevant, and customizable search across large product catalogs. With real-time indexing, typo tolerance, and faceted filtering, customers can quickly find exactly what they need which improves product discovery and reducing friction throughout the shopping journey.
Post-purchase customer experience.
Narvar enhances the post-purchase experience by streamlining delivery tracking, returns, and customer notifications. Powered by machine learning and predictive intelligence, it keeps customers informed and engaged after the sale, supporting loyalty and reducing support inquiries.
Reduced fulfillment complexity and shipping costs.
ShipStation streamlines order fulfillment workflows by automating shipping processes across multiple carriers including UPS, USPS, FedEx, and DHL Express. With integrations across 180+ sales channels, it reduces manual effort and ensures orders are processed accurately and efficiently at scale.