Case Study: Villa achieves reduced bot traffic and improved site performance with Cloudflare Rate Limiting

Villa - Customer Case Study

Villa is an emerging urban lifestyle retailer with 120 stores across 10 states that blends fashion, music and community culture to deliver a high‑energy shopping experience. The company faced persistent bot traffic that scraped limited‑release sneaker launches, buying up stock, degrading site performance, inflating infrastructure costs, and driving away real customers while forcing staff to spend hours manually blocking offenders.

Villa deployed Cloudflare Rate‑Limiting with rules tuned by page and geography to block and ban abusive bot traffic. The result: immediate reductions in customer complaints and social media feedback, a 15% drop in customer service calls, about 10% savings on infrastructure costs, improved site performance and customer satisfaction, and significantly less manual work for engineering.

Villa

Matthew Butch

Systems Engineering Manager