Case Study: The British Museum improves performance, accessibility and SEO with Williams Commerce’s Adobe Hyvä theme redesign

The British Museum launches a faster shop with Williams Commerce, scoring 100 in accessibility and SEO

The British Museum required a visual and technical transformation of its online shop to better align with its main website, improve mobile performance, and drive revenue growth. Initially scoped as a visual refresh, the project evolved into a near-complete rebuild. Williams Commerce was engaged to address these challenges using Adobe’s Hyvä theme.

Williams Commerce implemented a data-driven solution beginning with intensive discovery workshops. They utilized the Hyvä theme to rebuild the site, focusing on performance and a seamless brand experience, and engineered a custom integration for a third-party payment provider. Post-launch in May 2025, the new site achieved perfect Lighthouse scores for accessibility and SEO, showed significant mobile performance gains, and established a strong foundation for future growth.

The British Museum