Casa Dexco Store

Project Overview

While the institutional site inspires, the Casa Dexco Store is built to convert. This project involved a complete redesign and re-platforming of the direct-to-consumer e-commerce channel for brands like Deca, Portinari, and Hydra. The objective was to build a robust, scalable retail machine capable of handling high-traffic events like Black Friday while managing complex logistics behind a clean, user-friendly interface.

Technical Challenges & Logical Architecture

Built on VTEX IO with React, the frontend appears deceptively simple. However, the backend architecture handles significant complexity to ensure a seamless checkout flow:

1. Intelligent Seller Routing (White Label)

   The most critical feature is the geolocation logic. Since inventory is distributed across various centers, I implemented a validation system where the user's Zip Code (CEP) dynamically filters the entire catalog.

   The Logic: The application identifies the user's location and routes the session to the correct \"White Label\" seller. This ensures that the pricing, stock availability, and shipping estimates shown in the cart are 100% accurate for that specific region.

2. Custom Identity Management

   We moved beyond standard login flows to create a segmented identification system. The platform identifies the user type (End Consumer vs. Architect/Specifier) during the authentication process. This allows for future scalability in offering differentiated pricing or B2B-specific features.

Retail Features & \"Black Season\"

To maximize conversion during retail peaks, I engineered specific \"Urgency Triggers\" that required real-time data validation:

• Aggregated Stock Counter: I developed a component that checks stock availability across multiple sellers simultaneously. If the total inventory dips below a certain threshold, a \"Low Stock\" warning is triggered on the UI to encourage immediate purchase.
• Promotion Timers: A dynamic countdown timer was integrated into the Collection pages, synchronized with the backend trade policies to ensure promotions expire automatically without manual content updates.

The Result

The redesign delivered a modern, friction-free shopping experience. From the structured Product Detail Pages (PDP) to the transparent checkout resume, the new architecture ensures that complex business rules never interfere with the user's path to purchase.