A luxury e-commerce platform redefining how high-end fashion is discovered and purchased online.
Luxe Fashion approached GrayTop Tech with an ambitious goal: to build the premier digital destination for luxury fashion — a platform that felt as refined as the brands it featured, while delivering the performance and personalisation that modern e-commerce demands.
We designed and built a full-stack e-commerce platform from scratch, integrating augmented reality try-on features, AI-driven product recommendations, and a streamlined checkout that reduced cart abandonment by 40%.
"The luxury market had a digital problem — the online experience felt generic and transactional, not aspirational."
Luxury brands invest enormously in in-store experience — the lighting, the materials, the staff. Online, that investment disappeared. Customers couldn't feel the fabric, see how a garment moved, or get the personalised attention they expected.
We had to solve three specific challenges: create a browsing experience that felt curated rather than overwhelming, integrate AR try-on without compromising page performance, and build a checkout flow that matched the calm, unhurried pace of luxury retail.
WebAR integration using Three.js and the device camera, letting customers virtually try on accessories. Loaded lazily to protect Core Web Vitals scores.
A collaborative filtering model trained on purchase history and browsing behaviour surfaces highly relevant products — driving a 28% increase in average order value.
A three-step checkout flow with saved addresses, one-click payment via Stripe, and express options for returning customers — reducing abandonment from 72% to 31%.
GrayTop Tech