// CASE STUDY · PROPR
E-COMMERCE · FASHION
An online store.
Tailored to measure.
An e-commerce platform built from scratch — catalog to checkout, in three languages, with same-day delivery.
PROPR is a premium loungewear and sleepwear brand: women's and men's collections, gifting, a deep-burgundy box with a signature ribbon — an experience that starts long before the garment is worn. A brand like that cannot live on a generic store template, so we built it a dedicated commerce platform.
onezero owns the product end to end: design and UX, an SSR storefront, backend, catalog and inventory, cart and checkout, payments, a content management system, media infrastructure, localization, analytics and infrastructure.
- languages3English · Hebrew · Arabic — LTR and RTL
- cutoff11 AMOrder by 11 AM — delivered today
- checkout3steps: details, address, payment
- templates0Built from scratch. No Shopify, no plugin.
// 01 · Project overview
Before you wear PROPR,
you experience PROPR.
The brand is built on detail: micro-modal fabric, precise tailoring, the box, the ribbon. The site had to feel exactly like that — quiet, precise, free of noise — while doing all the hard work of a real store: inventory, variants, Israeli card payments, region-based delivery, three languages and two writing directions. The shopping experience was built around a few principles:
- Typography and cream before any effect
- Large imagery, few words
- Zero friction on the way to payment
- The same experience in EN, HE and AR
- A delivery promise shown on every page
// 02 · What we built
A complete commerce platform.
Not a theme.
Instead of fitting the brand into the limits of an off-the-shelf platform, we built the platform around the brand. Every layer — from the storefront to the admin — was written for PROPR:
- 01Product design and UX
- 02React storefront with SSR
- 03Backend, API and data model
- 04Catalog, collections and variants
- 05Inventory and sold-out states
- 06Server-side cart
- 07Three-step checkout
- 08Secure payment integration
- 09Region and cutoff delivery engine
- 10A dedicated CMS
- 11Media pipeline and responsive images
- 12Localization: EN · HE · AR
- 13Newsletter, discount codes and GTM
- 14SEO, performance and accessibility
- 15Infrastructure, CDN and launch
// 03 · The challenge
Feel like a boutique.
Run like a system.
A small luxury store has to meet exactly the same standards as a giant one — just without an IT department. The challenge was to build a system that could:
- 01
Keep a boutique feel at online-store speed.
- 02
Work in three languages, two of them right-to-left.
- 03
Manage color, size and stock without selling an item that just sold out.
- 04
Promise same-day delivery — by region and by order time.
- 05
Take Israeli card payments securely, without card data touching our servers.
- 06
Close on Shabbat and holidays — and reopen on its own afterwards.
- 07
Let the brand team edit content, announcements and promotions without a developer.
- 08
Be fast and indexable — SSR, light images, schema.
- 09
Enforce discount rules: first order only, single use.
// 04 · The solution
From the collection
to the door. One flow.
The journey is designed so every step leads naturally to the next: browse the collection, pick a variant, cart, a three-step checkout and payment — then the promise is kept physically, the same day.
- 01
Choose a collection: Signature, Grace, Allure, Sable, Poise
- 02
Open a product — gallery, fabric, care, size guide
- 03
Pick color and size; stock is validated on add
- 04
The cart drawer opens — with a free-shipping progress meter
- 05
Guest checkout: details, address, payment
- 06
Discount code, gift note and separate billing — optional
- 07
Secure payment inside the processor's iframe
- 08
Order confirmation, email and shipping updates
// 05 · Storefront & catalog
A product page
that feels like touching the fabric.
The product is the hero: a large zoomable gallery, name, price in shekels, color and size selection, and fabric, care and size-guide tabs. All content comes from the catalog, and every image is served in the right size for the screen:
- 01CMS-managed collections and banners
- 02Product gallery with zoom and navigation
- 03Color and size variants with stock
- 04Sold-out and 'select a size' states
- 05Fabric, care and size-guide tabs
- 06Responsive WebP images with blur placeholders
- 07SSR: every page served complete to Google and users
- 08Titles, descriptions and SEO per page and locale
// 06 · Cart & checkout
Three steps.
Zero surprises.
The cart lives on the server — so stock, price and shipping are always right, even if the user comes back an hour later. Checkout is split into three clear steps, with a fixed order summary and support for everything an Israeli store needs:
- 01Server-side cart with expiry and 'cart expired' handling
- 02Stock check on add — 'this item just sold out'
- 03Free-shipping meter: 'X away from free shipping'
- 04Guest checkout, no account required
- 05Step 1 details · step 2 address · step 3 payment
- 06Israel-only shipping with courier instructions
- 07A personal gift note that ships in the box
- 08Billing address and invoice name — optional
- 09Discount codes: first order, single use, clear error messages
- 10Order details lock once the order is created
- 11Rate limiting against repeated attempts
- 12Order confirmation and shipping updates by email
// 07 · Payments & security
The card never
touches our servers. By design.
The payment form runs inside the processor's iframe: card number, expiry, CVV and the cardholder's ID go straight to the acquirer. We only receive the outcome — approved or declined — and handle it with a clear experience. The development environment runs in sandbox mode with simulated charges.
- Hosted payment iframe
- Cardholder ID — an Israeli requirement
- Issuer-decline handling
- Encrypted secure checkout
- Sandbox for development and QA
- Rate limiting and audit
- Terms and privacy consent before payment
- Cloudflare at the edge
// 08 · The delivery promise
Order today.
Delivered today.
That promise is the heart of the brand — so it is not static text. The delivery engine knows the time, the address and the day on the Hebrew calendar, and shows the right message in the announcement bar, on the product page and in checkout:
- 01Before 11 AM — 'arrives today' (Beer Sheva to Binyamina)
- 02After 11 AM — next business day
- 03Remote areas (Eilat, Rosh Pina) — up to 7 business days
- 04Shipping fee and free threshold managed in the CMS
- 05Shabbat and holiday closure windows — 'A Moment to Pause'
- 06Automatic reopening after Shabbat / holiday
- 07The same logic in all three languages
- 08Email updates on package status
// 09 · Three languages, two directions
The same store.
In Hebrew, English and Arabic.
Localization here is not string translation — it is writing direction, layout, typography, currency and URLs. Every language gets its own path, hreflang and canonical, and every text — from buttons to error messages — comes from a managed dictionary:
- 01English (LTR) · Hebrew (RTL) · Arabic (RTL)
- 02A dedicated URL path per language
- 03Automatic hreflang and canonical
- 04Mirrored layout: menu, cart, gallery
- 05A managed UI dictionary per language
- 06Content, SEO and announcements per language
- 07Shekel pricing in every language
- 08A language switcher that remembers the choice
// 10 · Content management
The brand manages.
No developer required.
Everything that changes often was moved out of the code into a dedicated management system. Pages are composed from sections, the catalog lives beside the content, and operational settings — shipping, announcements, popups, closure windows — are edited without a deploy:
- Section-based pages: rich text, collection banners
- Catalog: products, variants, stock, prices
- Navigation and footer
- Announcement bar
- Newsletter popup and triggers
- Shipping: fee, free threshold, countries
- Shabbat and holiday closure windows
- UI string dictionary
- SEO and OG images per page
- Media library with automatic renditions
// 11 · Marketing & growth
A first order
starts with a personal invitation.
The marketing layer is wired into the product, not pasted on top: a newsletter signup generates a personal discount code at the configured percentage, the popup opens on engagement rather than a blind timer, and measurement runs through GTM with cookie consent:
- Newsletter via Klaviyo
- A personal first-order discount code
- Popup triggered by active time on site
- Google Tag Manager
- Cookie consent management
- Instagram and Facebook
- A dedicated gifting page
- Open Graph for beautiful sharing
// 12 · Performance & infrastructure
Heavy imagery.
A light site.
A fashion site lives on large photography — which is exactly what slows sites down. We built a media pipeline that generates WebP renditions in multiple widths plus a blur placeholder for every image, served through a CDN and stored in Israel:
- 01SSR + hydration — instant content
- 02Per-route code splitting
- 03WebP at 640 / 1280 / original
- 04Blur placeholders, no layout shift
- 05Cloudflare CDN and analytics
- 06Media storage on AWS il-central-1
- 07Self-hosted fonts
- 08Prefetch of likely next pages
- 09Branded 404 and error pages
- 10Monitoring and continuous deploys
// 13 · The outcome
A store that looks like the brand —
and runs like a system.
PROPR launched on a commerce platform of its own: a storefront in three languages, a catalog with variants and stock, an Israeli cart and checkout, secure payments, a delivery engine that understands time, region and calendar — and a management system that keeps control in the brand's hands.
The infrastructure makes it possible to add collections, languages, payment methods and markets — without a rebuild, and without compromising on detail.
// 14 · Technology & capabilities
What's under the fabric
Every layer was built for real commerce: fast, secure, multilingual and ready for the next collection.
- WEBReact storefront with SSR
- APIBackend and API
- CATALOGCatalog, variants and inventory
- CARTServer-side cart
- CHECKOUTThree-step checkout
- PAYHosted payment iframe
- DELIVERYDelivery engine and closure windows
- PROMODiscount codes and usage rules
- I18NLocalization EN · HE · AR
- CMSDedicated CMS
- MEDIAMedia pipeline and WebP
- GROWTHKlaviyo and GTM
- SEOSEO, hreflang and schema
- INFRACloudflare and AWS Israel
- A11YAccessibility and RTL
- CI/CDQA and continuous delivery
// 15 · Building a brand online?
When the template
is too small for the brand.
onezero builds commerce platforms for brands that want full control over the experience — from design, through catalog and payments, to delivery. If Shopify is no longer enough, or never fit in the first place, let's talk.
Not a template. A store tailored to the brand.