JYSK /
Global Retail DXP & Customer Data Platform
High-Performance Micro-Frontend Architecture for Marketing Scale
JYSK’s e-commerce platform required modernization to support global growth across 25+ local markets. The digital platform had to deliver a consistent experience across regions while enabling fast iteration for marketing and content teams. Strong performance, scalable localization, and data-driven decision-making were required to ensure continued conversion growth and customer engagement.
A modernized Drupal Digital Experience Platform was delivered and extended with customer data capabilities and measurable experimentation. React micro apps were embedded into Drupal skeleton pages for dynamic features such as Search, Shopping Cart, Wishlist/Favorites, and Login flows. This architecture enabled high cache efficiency on server-side delivery while loading only the necessary interactive modules in the browser.
The modernization program improved performance and enabled reliable experimentation at scale. GA4 + GTM tracking was implemented and A/B testing was enabled across most key content sections, allowing decisions to be driven by actual user behavior and conversion data.
Technologies
Drupal DXP
React Micro Apps
GA4 + Google Tag Manager
A/B Testing Framework
CI/CD Automation
Industry
Scale
- 25+ Local Markets
- Multi-Language Delivery
Architecture
- Drupal Server-Rendered Skeleton Pages
- React Client-Side Micro Applications
- Shared Styling Rules for UX Consistency
Platforms / Infrastructure
- JYSK Private Cloud (Global Markets)
- Alibaba Cloud Delivery (China Region)
Teams Collaboration
Results
- 20% Conversion Increase
- 4x Faster Page Loading (2–3s → 0.2–0.5s)
- Lighthouse Improvement (50 → 70–90)
[The Challenge]
JYSK required a scalable architecture that could support multi-market e-commerce delivery while improving performance and enabling continuous optimization. The platform had to maintain consistent UX across regions, provide strong governance, and allow rapid updates driven by marketing and content teams—without sacrificing stability.
- 25+ local markets with multi-language delivery requirements
- Dynamic e-commerce journeys required high-performance interactive functionality
- Design consistency had to be maintained across Drupal-rendered pages and React modules
- Analytics and experimentation were required as a core delivery capability
- A dedicated delivery model was required for China infrastructure (Alibaba Cloud) while supporting other markets on private cloud
[The Solution]
Drupal DXP Foundation for Global Markets
A scalable Drupal-based platform was delivered to support multi-market governance, localization, and consistent digital experience delivery.
React Micro Apps Embedded Into Drupal Pages
Interactive micro apps were integrated into Drupal skeleton pages for Search, Cart, Wishlist, and Authentication flows—while preserving server-side caching efficiency.
Unified Styling for Consistent UX
The same design rules and styling approaches were applied across Drupal and React layers to maintain consistent customer experience across all touchpoints.
CDP-Driven Optimization With GA4 + GTM
Tracking architecture was implemented using GA4 and GTM, enabling visibility into behavior, conversion funnels, and content performance.
A/B Testing as a Standard Capability
A/B testing was enabled across most content sections to support rapid experimentation and continuous improvement of conversion performance.
CI/CD for Global + China Delivery
Delivery pipelines were implemented to support both JYSK private cloud operations and dedicated China deployments via Alibaba Cloud.
[Core Features]
[Implementation]
DXP Modernization Program
Drupal was modernized as a scalable multi-market DXP foundation with governance-ready content operations and localization support.
React Micro Apps Integration
React micro apps were embedded into Drupal-rendered pages to deliver dynamic functionality without sacrificing server-side caching efficiency.
Analytics + A/B Testing Enablement
GA4 + GTM tracking was implemented and A/B testing was enabled across key content sections to support continuous performance optimization.
CI/CD for Multi-Infrastructure Delivery
Delivery pipelines were implemented for both private cloud environments and dedicated China servers hosted on Alibaba Cloud.
[Testimonials]
Oleksiy (PathToProject) worked with me on a specific project over a period of three months. He took full ownership of the project and successfully led it to completion with minimal initial information.
His technical skills are unquestionably top-tier, and working with him was a pleasure. I would gladly collaborate with Oleksiy again at any opportunity.
Nikolaj Stockholm Nielsen
Strategic Hands-On CTO | E-Commerce Growth
[Business Outcomes]
20% Conversion Increase
Conversion performance was improved by introducing React micro apps into Drupal skeleton pages, enabling faster and smoother e-commerce interactions.
4x Faster Page Loading
Page load time was reduced from 2–3 seconds to approximately 0.2–0.5 seconds through optimized delivery and modular client-side rendering.
Improved Lighthouse Scores
Lighthouse scores increased from around 50 to 70–90, resulting in improved performance perception and stronger SEO foundations.
Scalable Multi-Market Delivery
A scalable architecture was delivered to support 25+ local markets with multi-language delivery and shared UX consistency.
Data-Driven Optimization Capability
Tracking and experimentation capabilities were implemented to enable continuous optimization based on customer behavior and performance metrics.
Reliable Global + China Deployments
A structured CI/CD approach enabled delivery across private cloud environments and dedicated infrastructure for China via Alibaba Cloud.
[Next Projects]
“It was my pleasure working with Oleksiy (PathToProject) on a new Drupal website. He is a true full-stack developer—the ideal mix of DevOps expertise, deep front-end knowledge, and the structured thinking of a senior back-end developer. He is well-organized and never lets anything slip. Oleksiy understands what needs to be done before being asked and can manage a project independently with minimal involvement from clients, product managers, or business analysts. One of the best consultants I’ve worked with so far. ”
“Oleksiy (PathToProject) and I worked together on a Digital Transformation project for Bayer LATAM Radiología. Oly was the Drupal developer, and I was the business lead. His professionalism, technical expertise, and ability to deliver functional improvements were some of the key attributes he brought to the project. I also want to highlight his collaboration and flexibility—throughout the entire journey, Oleksiy exceeded my expectations. It’s great when you can partner with vendors you trust, and who go the extra mile. ”
“Oleksiy (PathToProject) is a great professional with solid experience in Drupal. He is reliable, hard-working, and responsive. He dealt with high organizational complexity seamlessly. He was also very positive and made teamwork easy. It was a pleasure working with him. ”
“Oleksiy (PathToProject) worked with me on a specific project over a period of three months. He took full ownership of the project and successfully led it to completion with minimal initial information. His technical skills are unquestionably top-tier, and working with him was a pleasure. I would gladly collaborate with Oleksiy again at any opportunity. ”
London School of Hygiene & Tropical Medicine (LSHTM)Drupal-Based Research Data Management Platform
“Oleksiy (PathToProject) has been a valuable developer resource over the past six months for us at LSHTM. This included coming on board to revive and complete a stalled Drupal upgrade project, as well as carrying out work to improve our site accessibility and functionality. I have found Oleksiy to be very knowledgeable and skilful and would happily work with him again in the future. ”
“Oleksiy (PathToProject) is demanding and responsive. Comfortable with an Agile approach and strong technical skills, I appreciate the way he challenges stories and features to clarify specifications before and during sprints. ”
“As Dev Team Lead on my project for 10 months, Oleksiy (PathToProject) demonstrated excellent technical skills and the ability to handle complex Drupal projects. His full-stack expertise is highly valuable. ”
