Laser Clinics launches headless site on BigCommerce

Laser Clinics has launched a headless commerce website on BigCommerce across four markets, covering nearly 200 clinic locations.

The new platform replaced a seven-year-old monolithic system in a six-week project completed before Black Friday. It brings booking and prepaid treatment purchases into a single digital environment across the company's global operations.

Operating in aesthetics and skincare, the business needed an online setup that could support both service bookings and eCommerce transactions while managing local clinic information at scale. Its previous system had remained stable but had become restrictive as customer expectations changed and booking and purchase journeys remained separate.

A key part of the rebuild was the creation of dedicated product detail pages for individual services and treatments. That structure improved how customers find relevant content and created more opportunities for digital marketing and paid media.

Clinic pages now include localised content such as practitioner biographies, treatment information, testimonials, and before-and-after images. Customers can review details specific to their chosen location while seeing a consistent brand presentation across national and international markets.

The platform also includes service discovery and filtering based on skin concerns and treatment goals, along with tools for experimentation and A/B testing. Internal teams are expected to make changes more quickly than under the previous architecture.

The timing of the migration raised the operational stakes, with the project completed shortly before one of the busiest periods in retail and services, when websites and booking systems often face heavier demand.

According to the companies, the new site handled higher booking and transaction volumes after launch without disruption across the four regions. That performance was central to the project, as Laser Clinics was replacing its core online commerce system while continuing to serve customers across a large clinic network.

"Moving to a headless commerce architecture was a critical step in supporting the next phase of our digital evolution," said Zoe Devine, Head of Digital CX at Laser Clinics.

"Our previous environment was stable, but it limited our flexibility, scalability and ability to personalize experiences for clients. With BigCommerce, we now have the agility to continuously optimize the customer journey, integrate technologies and better connect our booking and commerce experiences into a single ecosystem," Devine said.

Digital shift

The move reflects a broader trend among service-led consumer businesses revising older eCommerce systems to better connect content, transactions, and booking flows. In sectors such as beauty, health, and wellness, companies increasingly want online systems that support both product sales and appointment-based services without sending customers through separate pathways.

Headless commerce structures, which separate the front-end customer experience from the back-end commerce engine, have gained ground among retailers and service providers seeking more control over site design and content. They also give companies room to tailor local pages, marketing activity, and user journeys without rebuilding their entire transaction system.

In Laser Clinics' case, that flexibility appears to have been directed at practical issues: making treatments easier to discover, linking customers to local practitioners and locations, and reducing friction between browsing information and making a purchase or booking. Given the scale of the company's footprint, those changes had to work across hundreds of pages and many locations at once.

Commerce, the parent company of BigCommerce, described the project as a complex migration delivered under a tight deadline. The group said Laser Clinics shifted a global platform across four markets in six weeks while maintaining service continuity.

"One of our biggest priorities throughout this transformation was ensuring we maintained the stability and reliability our business depended on," Devine said.

"Launching a completely new global ecosystem just weeks before Black Friday was a major milestone for the business, and the platform performed exceptionally well during one of our highest-volume trading periods," she said.

Shannon Ingrey, Vice President and General Manager of APAC at Commerce, said the speed of the rollout stood out. "Laser Clinics did something genuinely hard: they migrated a global platform across four markets in six weeks, right before Black Friday, and didn't miss a beat," Ingrey said.

"By moving beyond the limitations of a legacy monolithic system, Laser Clinics now has the flexibility to innovate faster, optimise customer journeys and support continued growth across markets," he said.