Headless Transformation: From Home Shopping Legacy to E-commerce Powerhouse

JML Singapore, a pioneer in home shopping, resonated in living rooms across the nation for decades. However, as the digital landscape evolved, their e-commerce platform, a relic of a bygone era, struggled to keep pace. Conversion rates stagnated, customer satisfaction waned, and sub-brands lacked an online presence distinct from the JML umbrella. JML knew it was time for a radical transformation.



Clunky Platform

The existing platform felt like a static brochure, offering a far cry from the dynamic and interactive experience customers expected online.

Integration Hurdles

JML’s beloved SGData POS system, vital for real-time inventory and order fulfillment, lacked seamless integration with the e-commerce platform, creating operational inefficiencies and frustrated customers.


Limited Payment Options

The platform relied solely on traditional credit cards, missing out on a growing segment of tech-savvy shoppers who preferred alternative payment options like FOMO.

Sub-brand Neglect

JML’s diverse sub-brands, each with unique offerings and personalities, were relegated to generic product listings, hindering brand differentiation and customer engagement.

Personalized Disconnect

The platform lacked the capability to offer personalized recommendations and promotions, leaving customers feeling like they were just another number.

The Solution

Headless Revolution: JML embraced the power of headless technology, a revolutionary approach that decoupled the front-end user experience from the back-end functionality. This provided the flexibility and agility needed to address their challenges:

Seamless SGData Integration

A custom API bridge was built, enabling real-time inventory and order synchronization, ensuring customers could replicate the thrill of TV shopping online without the worry of stockouts.

FOMO Integration

Recognizing the growing popularity of FOMO, the platform was integrated with this alternative payment system, attracting a new generation of tech-savvy shoppers and increasing average order value.

Avocado Point Loyalty Power

The existing Avocado Point loyalty program was seamlessly integrated, allowing customers to earn and redeem points online, fostering deeper engagement and repeat purchases.

Sub-brand Liberation

Dynamic landing pages were created for each sub-brand, showcasing their unique personalities and offerings, empowering them to connect with customers on their own terms.

Personalized Promotions Engine

A sophisticated AI-powered engine was deployed, creating tailored promotions and recommendations based on individual customer preferences and purchase history, delivering a truly personalized shopping experience.

The Results

A Headless Success Story: The transformation was nothing short of phenomenal:

Beyond the Numbers: A Transformation of Experience: The impact of the headless transformation transcended mere numbers. JML’s online presence became a vibrant hub, engaging customers with interactive experiences, personalized recommendations, and a sense of community around each sub-brand. Customers praised the ease of use, the feeling of being valued, and the excitement of discovering new products. JML Singapore had become an e-commerce powerhouse, proving that legacy brands could embrace innovation and thrive in the digital age.


Conversion rates soared by 133%, exceeding initial targets and setting a new industry benchmark.


Average order value increased by 8%, fueled by FOMO integration and personalized promotions.


Customer satisfaction scores jumped by 12 points, surpassing industry standards and translating to positive online reviews and brand loyalty.


Operational efficiency improved by 18%, thanks to streamlined data management and order fulfillment facilitated by the headless architecture.


Sub-brand landing pages saw a 20% increase in traffic and a 5% conversion rate boost, proving the power of dedicated online presences.

The Future

Headless Horizons: JML’s journey is far from over.
The headless platform provides a launchpad for further innovation, including:

AI-powered chatbots for personalized customer service.

Augmented reality experiences to virtually bring products to life.

Voice commerce integration for hands-free shopping.

JML Singapore’s story is a testament to the transformative power of headless technology. It’s a story of customer-centricity, innovation, and proving that even the most established brands can stay ahead of the curve. JML Singapore isn’t just selling products anymore; they’re building relationships with their customers, one personalized promotion, one seamless experience, and one sub-brand landing page at a time. This is just the beginning of their headless journey, and we can’t wait to see what the next chapter holds