Case Study: FTD Companies achieves tech-enabled, localized gifting at scale with Nacelle

FTD's pioneering journey from traditional floristry to tech-enabled gifting

FTD Companies, the century‑old floral network behind FTD, faced a major modernization challenge: move from a proprietary commerce stack to a composable, highly flexible platform that could support localized storefronts for thousands of florists, speed developer workflows, and power complex, real‑time search and inventory logic. After evaluating options, FTD Companies selected Nacelle and its composable commerce platform to simplify integration and enable a consistent developer experience across the business.

Nacelle provided a unified API that ingests and indexes product, collection, and content data from Shopify, Salsify, and Contentful and publishes it in real time across storefronts, while integrating with Algolia and React for location/date/availability search. The result was several hundred basis points improvement in conversion rate on launch, additional gains in conversion, average order value and NPS, better Core Vitals, automated test coverage rising to 80%+, 90% of content controlled by the CMS, and much faster delivery of dozens of UI/UX experiments — outcomes achieved through Nacelle’s composable platform.

FTD Companies

Matt Powell

Chief Technology Officer