We rebuilt Lunacy Audio’s legacy WordPress stack into a fully custom headless commerce platform powered by Payload CMS, Supabase, and Stripe
Challenge
Lunacy Audio, a creative music software company founded by musicians, was hitting a wall. Their legacy WordPress and WooCommerce platform was failing to convert customers due to slow performance and a clunky checkout. This core performance issue was a primary driver of lost sales and a significant operational strain on their support team.
The rigid architecture also blocked the company’s rebranding efforts, making it impossible to implement the highly animated, visually rich product storytelling their brand deserved. Business logic was dangerously fragmented: plugin authorization and license management operated as a completely separate system.
The biggest hurdle was the migration itself. The task involved moving a complex dataset of over a million records—including 110k+ orders, 100k+ customers, and 500k+ license keys. The prospect of executing this data export and transfer without disrupting operations or losing years of accumulated SEO equity was a high-stakes problem that needed a robust solution.
Solution
This was not a typical project. From the atypical tech stack to the unique visual direction, the project required a deeply custom approach. We engineered a complete rebuild of Lunacy’s platform on a modern headless architecture, replacing the legacy stack with a scalable system fully owned by the client. Our solution focused on three key areas:
A Unified, Headless Commerce Engine: We built a new platform using Payload CMS, Next.js, Supabase, and Stripe. Since there were no off-the-shelf integrations for their specific needs, we had to build custom connectors from scratch for services like Klaviyo and Stripe, consolidating all business logic—auth, licensing, subscriptions, orders, and coupons—into one cohesive system.
A Shared-Core Architecture: The most unusual challenge was that Lunacy develops its core audio software product in parallel with the website. We architected the backend to use a single Supabase database as the source of truth for both projects. This deep integration ensures data consistency and provides a scalable foundation for both their e-commerce and product ecosystems.
Agile Collaboration & Empowering Tools: The design was created "on the go," requiring a highly agile and collaborative process with Lunacy's team. We delivered a suite of custom operational tools, including a bulk coupon generator with Klaviyo sync and a centralized sales dashboard, finally giving their marketing and support teams the autonomy they needed.
Before Migration vs After Migration
Legacy WordPress and WooCommerce stack created slow storefront performance and a poor checkout experience.
A modern, high-performance headless website with a fast, two-click checkout experience.
Existing architecture limited design flexibility and blocked rebranding efforts.
A highly optimized frontend with 15+ custom animated product sections that support Lunacy's creative brand identity.
Plugin authorization and license management operated as a separate, fragmented system.
A single, consolidated platform covering authentication, licensing, subscriptions, orders, and customer management.
Marketing and support teams lacked centralized tooling for managing sales and customer workflows.
Custom operational dashboards for bulk coupon generation, sales management, and Stripe reconciliation, minimizing manual work.
Digital product delivery and licensing infrastructure was unable to scale with growing user demand.
Scalable, Supabase-backed infrastructure supporting 15,000+ daily active users.
Projects in Numbers
1M+
total records migrated
100k+
customer accounts migrated
110k+
orders migrated from WooCommerce
500k+
license keys consolidated
15k
DAU supported by the new auth system
190k+
coupons migrated and synchronized
Project Tech Stack
Payload CMS
Modern self-hosted headless CMS built with TypeScript and Node.js, offering full control over data structure, API, and business logic.
Next.JS
React framework for building fast, SEO-friendly web applications with server-side rendering and static site generation.
Vercel
A cloud platform for hosting and deploying frontend applications, built to work seamlessly with Next.js and modern frameworks.
Supabase
Postgres development platform.
Stripe
Online payment platform that lets businesses accept payments and manage transactions over the internet.
How we work
Governed and Scalable, by Design
We design content models, editorial workflows, and governance into the architecture from day one to make you Information Architecture clean and usable as your team, markets, and channels grow.
Editorial UX boosts your marketing team's speed and freedom. They can build pages, launch campaigns, and manage content without needing developer help.
Performance & AI SEO by Default
Each project includes a complete SEO + LLM optimization. Performance baseline as standard: Core Web Vitals, structured data, rendering strategy, and AI SEO setup.
Scalable Next.js architecture derived from 7+ years of experience.
Already live? Our Next.js SEO audit gives you an actionable, dev-ready assessment of where you stand.
Predictable & Efficient Delivery
90% of our projects fit the initial budget. That comes from the time we invest upfront — understanding exactly what we're building before a single line of code is written.
Our CMS Kit has page builders, navigation, localization, content models, and SEO settings. It boosts every engagement. Plus, it won’t limit your choices. It's a smart starter refined across dozens of production deployments, not a constraint.
Key Features
1
6
Personalized Commerce Sections
Dynamic storefront sections personalized based on customer purchase history and existing product ownership.
2
6
Bulk Coupon Management
Custom internal tools for generating, exporting, and synchronizing coupons directly with Klaviyo campaigns.
3
6
Centralized Sales Dashboard
Single operational interface for managing discounts, product sales, pricing logic, and commerce campaigns.
4
6
Two-Click Checkout Experience
Optimized Stripe-powered checkout flow minimizing friction for digital product purchases.
5
6
Customer Portal
Custom account area allowing users to manage purchases, licenses, downloads, and subscriptions in one place.
6
6
Animated Product Storytelling
Custom animated product sections built to support Lunacy’s creative brand identity and product marketing.
What our client says
Casey Kolb, CEO & Founder of Lunacy
FocusReactive rebuilt our WordPress site on a modern CMS to support a much larger-scale application. They handled frontend development, backend integrations, data migration, and ongoing support, including a successful migration of 150,000 users. The new site is significantly faster and easier to navigate, and the team has been highly organized, efficient, and communicative throughout the project
Meet the team behind the project
Maksim Hodasevich
Solution Architect, Tech Lead
Anastasiya Sokolova
Project / Delivery Manager
Pasha Hurs
Frontend Developer
Gleb Colei
Frontend Developer
The Team Fueling This Project
Eugene Boruhov
Eugene writes expert content about content modeling in Sanity, Sanity vs Storyblok vs Contentful; structured content & GROQ; headless CMS migration and SEO migration services.
