Case Study: Frávega modernizes omnichannel retail and protects its legacy with VTEX headless commerce

Protecting Frávega’s legacy with headless technology

Frávega, a 110‑year‑old Argentine home‑appliances retailer with 100+ branches, faced the challenge of modernizing its business for an omnichannel world: bringing IT and product teams closer to ecommerce, accelerating time‑to‑market, and gaining more speed, flexibility and ownership over the customer experience. The company had used the VTEX Commerce Platform since 2014 but wanted to evolve parts of the system to better serve customers while preserving core commerce capabilities.

To do that, Frávega implemented a headless approach using a proprietary React‑based CMS for the front end while continuing to use VTEX for cart, checkout and backend services, connected via APIs and a middleware layer to ensure content consistency. VTEX’s API‑first, microservices SaaS architecture (and features like PCI compliance and SmartCheckout) enabled this split, giving Frávega faster development cycles, greater front‑end customization and improved omnichannel integration while continuing to rely on VTEX.

Frávega

Juan Pablo Hernandez

Ecommerce Product Development Manager