Live
in production
since 2026
Self-built commerce engine
Full StackLiveE-commerce · 2026
777 Apparel
A from-scratch commerce platform for an apparel brand: shop, made-to-order Atelier, and a full backend for orders, analytics, and campaigns.
- Role
- Full Stack
- Year
- 2026
- Category
- E-commerce
- Stack
- ReactRedux ToolkitReact RouterStyled ComponentsFramer MotionThree.jsRechartsNode.jsExpressPrismaMySQLJWTSharpResendWeb Push
Visit
01 · Outcomes
What the build actually shipped.
Numbers, not adjectives. The stats below are pulled from production. Anything still live, still measured.
End-to-end
front + back
one set of hands
Public
live URL
777-apparel.com
2026
shipped
year of build
02 · Overview
What it does.
777 is a self-built commerce platform for an apparel brand — no Shopify, no off-the-shelf cart. It runs multiple buying paths from one codebase: a standard shop (catalog, product pages, cart, checkout, payment), a made-to-order Atelier for bespoke pieces, and a flexible system for special collections — each with its own order pipeline and public tracking page, built so new drops can be added over time without reworking the core.
Behind it sits a full operator backend: a React + Node/Express stack on MySQL where the brand manages products, collections, promo codes, subscribers, and push campaigns, and works every order through its own fulfillment dashboard with live analytics. Customers get transactional email and web-push updates from checkout to delivery.
03 · Gallery
How it looks.
Mockups of the finished product. Click any shot to open it full-size.
04 · Decisions
The choices that shaped the build.
Tech is downstream of decisions. These are the calls made early enough to compound the right way. The ones a code review six months later still agrees with.
Own the engine, don't rent it
No Shopify, no hosted cart. Owning the commerce core is the only way to model order flows a template can't — and it means no platform tax and no feature ceiling as the brand grows past what an off-the-shelf store allows.
One data model, every order path
Shop, Atelier, and special collections run on a shared order schema, not three forks. Data shapes were settled before any screen, so the frontend stays a view of the data and a new collection is configuration, not a rewrite.
Relational core where money lives
Orders, payments, and promo codes sit in MySQL behind Prisma, because ACID is non-negotiable the moment money moves. Boring, proven tech for the part that can't afford to be clever.
Let’s build
Have something to ship?
I take 4–5 freelance projects a year. Cold pitches welcome. I reply within 24 hours on weekdays.