OneBlade Shave

Headless Commerce leads to 300% increase in conversions for OneBlade

One Blade Banner
  • Bespoke Integrations
  • Headless Commerce
  • Managed Services

OneBlade Shave is a men’s razor company that creates sleek, modern products meant to last a lifetime. Their simple yet luxurious razors are guaranteed to eliminate irritation and ensure a barbershop feel every time. 10 years ago, the founder set out to produce razors that make you change the way you feel about shaving, and he has done just that and more with OneBlade.

OneBlade engaged Avex to reinvent their Shopify Plus store by taking a Headless Commerce approach. The brand required a solution that checked all the boxes for a high-performing, extremely fast, and seamless user-experience, with an immersive content experience. The hosting had to be on a headless platform integrated with multiple third-party applications. Although conversions and increasing subscriptions was a high-priority, the brand also wanted a content rich experience, including animations and motion effects.

Tech Partners
  • Shopify Plus
  • Shogun Frontend
  • Yotpo
  • Klaviyo
  • ReCharge

Our team took a deep dive into the client’s website and analytics, uncovering opportunities to increase conversions, AOV and subscriptions. However, we really wanted to ensure the user-experience and overall design would work well in a Headless Environment. Before breaking ground on developing the headless website, we created a content model.

This process involved condensing the content types and creating a more cohesive design system. After our design system was fine-tuned, we dove into Shogun’s Headless product, Shogun Frontend. The SaaS product allowed us to create robust content types as well as integrations with ReCharge, Klaviyo and others.

  • 300%

    Increase in Conversion

  • 83%

    Decrease in Page to Page Load Time

  • 50%

    Increase in Average Order Value

Headless Commerce

Avex leveraged the power of Shogun to achieve a “sub-second” page load shopping experience using progressive web app technology. Our headless approach allowed the brand to provide an insanely fast user-experience for their customers. Which helped dramatically improve conversions, especially on mobile, where most of their customers are browsing.

Upsells to Increase AOV

Adding cross-sells that complimented the customer's product choice to the mini-cart, our team helped increase OneBlade’s AOV by 30.1%. The mini-cart and add-to-cart function triggers extremely fast, giving the custom an “app like” experience.

OneBlade Mobiles
OneBlade Ipad


After launching the new Headless Shopify Plus Website, OneBlade’s subscriptions soared over 500%. We completely rethought the user-experience around subscriptions on the PDP, allowing customers to purchase both products and razor blade refills.

OBS image5 banner

Complete Content Control

Updating content and quickly deploying landing pages was imperative to the OneBlade’s marketing initiatives. Utilizing Shogun Frontend, we were able to create custom content modules, giving the client site power to add, remove, reorder and manage content for every page and section.

Mobile and Ipad OneBlade

Conversion Rate Optimization

We surpassed OneBlade’s expectations with a 300% conversion rate increase due to the increase in page speed and seamless user-experience. Our developers created reusable React components to produce a high-performing and lightning fast headless commerce experience.

OneBlade Carousel 3

"After implementing Shogun Frontend, sales have shifted towards our higher-end razors, which confirms we’re now able to deliver high-converting, high-end user experiences. We're already seeing a year-over-year increase in average order value. No other changes we've made to our business have even come close to that kind of an impact in such a short period of time." Josh Nash, OneBlade’s Chief Marketing Officer

Let’s work together

Tell us your business goals and we’ll see how we can create something amazing together.

First name
Last name
Company name*
Website URL*
Project Details