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THG Ingenuity Commerce

The Commerce Platform at a glance

Ingenuity is a single, shared commerce platform running 60+ live storefronts, built on a composable, API-first architecture: one unified GraphQL API over a fleet of purpose-built microservices, event-driven, global from the ground up (multi-currency, multi-locale, regional tax/duty, local payments), and both cloud-native and AI-native.

For a client, this means capabilities are enabled by configuration, not custom build — the tables below are, in effect, the menu.

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For CS / commercial

a menu of capabilities you can enable per brand — most switch on by configuration in days, not sprints, and every area names its owning PM.

For sales & pre-sales

proof points from Cult Beauty, ELEMIS, Myprotein, Bimuno and LOOKFANTASTIC — replatform speed, international launch, subscriptions, omnichannel and social commerce.

For technology teams

one unified GraphQL API over event-driven microservices, multi-tenant, global by default and cloud-native — best-of-breed integrations, not lock-in.

How to read this version

Every feature says who enables it.

The platform is grouped by product area — the five stages of the shopper journey. Each capability lists its features and, in plain language, the enablement route — self-serve in Teepee, a request to the owning PM, or a scoped integration project.

Enablement types

Standard

Nobody — always on

Part of the core platform. Every brand inherits it automatically; there is nothing to enable, and it cannot be switched off per brand.

Content

Traders / brand content team — self-serve in Teepee

Placed, edited, scheduled and removed through Teepee's Pages, Widgets and Navigation modules — campaign pages, banners, carousels, editorial content, header/footer links, offers and merchandising. Button and message text is managed via Teepee Site Properties (and can be blanked to hide an element). No product-team involvement needed.

Toggle

Product team only — contact the owning PM

A per-brand on/off feature flag in tenant configuration. This tooling is not exposed to traders or CS — raise an enablement request with the owning PM listed for that area. Off unless enabled; once actioned it's a config change, not a code release.

Configured

Product team only — contact the owning PM, values supplied by the brand

Same internal tooling as Toggle, but the request needs values as well as "on" — thresholds, SKUs, cut-off times, country lists. Gather the values from the brand and include them in the request to the PM.

Integration

Product/engineering — scoped project via the owning PM

Depends on a third-party provider account and a scoped connection (or backend service enablement). Treat as a piece of work with lead time, not a switch.

Your platform product team

Luke Ames
Bianca Lupuleti
Padma Gudila
Modrite Orinska
Nish Khandelwal

Luke Ames

Experience & Engagement

Two things sit underneath all five areas rather than inside one — the unified commerce API and the platform foundations — covered in a final cross-cutting section.

Experience & Engagement

Luke AmesLuke Ames

First impressions, content, navigation, brand and trust.

This area owns everything a shopper sees and feels before they engage with a product — the brand's shop window. Customers need it because most sessions are won or lost in the first seconds: a site that looks premium, loads fast, is easy to navigate and feels trustworthy converts traffic that a generic storefront wastes. It's also where a brand's marketing calendar becomes revenue — campaigns, launches and seasonal moments all land here.

Explore capabilities

Capability

Content, Storytelling & Merchandising

Value: Brand teams build rich, scheduled campaign pages from a widget library of 40+ components — no developer needed per campaign. Campaigns go from idea to live in hours, not sprints.

Why customers need it: Trading agility. A brand's promotional calendar can't wait for engineering sprints — merchandisers need to react to trends, TV moments and stock positions the same day. Self-serve content tooling turns marketing ideas into live revenue without a change request.

+0%
SPIKE IN SALES**
+0%
TRANSACTIONS**
+0%
NEW DAILY USERS**

Proof point

Proven value — reactive campaign speed: because content teams can spin up campaign pages and merchandising without engineering, Vital Proteins was able to capitalise on an unplanned feature on ITV's *This Morning* in real time — driving a +1,026% SPIKE IN SALES, +1,122% TRANSACTIONS and +494% NEW DAILY USERS. The gift-with-purchase campaign toolkit delivered measurable new-customer acquisition for grüum on LOOKFANTASTIC, and a seasonal cross-brand campaign for Beer52 × Myprotein opened each brand to the other's audience.

Status: LiveContact for scoping: Luke Ames

Capability

Navigation, Wayfinding & Content Delivery

Value: A fast, centrally-managed navigation and content layer that scales from boutique to mega-retailer, delivered to web, app and marketplace from a single source.

Why customers need it: If shoppers can't find their way around, nothing else matters — navigation is the backbone of every journey and a major SEO and conversion lever. Central management means one team keeps web, app and marketplace consistent instead of maintaining each channel separately.

Status: LiveContact for scoping: Luke Ames

Capability

International, Trust & Compliance

Value: Feel local in every market, build trust on every page, and stay compliant everywhere you sell — internationalisation is native, not an add-on.

Why customers need it: International growth is usually the fastest route to scale, but shoppers abandon sites that feel foreign and regulators penalise ones that aren't compliant. Local currency, language, consent and age rules built into the platform remove the biggest barriers to entering a new market.

Proof point

Proven value — international expansion: the platform's localisation stack is what let ELEMIS launch 16 international sites in 10 months across Europe and APAC. Myprotein's Japan business shows the ceiling: localised experience and NPD grew revenue from £1M to £125M in six years, becoming the #1 foreign sports nutrition brand in the market.

Status: LiveContact for scoping: Luke Ames

Discovery & Personalisation

Bianca LupuletiBianca Lupuleti

Finding products, and being recommended the right ones.

This area connects shoppers to the right products — through data, search and increasingly AI. Customers need it because product findability directly caps revenue: a shopper who can't find the right item in three clicks leaves, and one who's never shown a relevant recommendation buys less. It's also where product data quality — the foundation for every channel, feed and market — gets industrialised.

Explore capabilities

Capability

Product Data Supply Chain

Value: A managed pipeline turns raw product data into rich, compliant, localised, lightning-fast product content on every site — the invisible engine behind launch speed and cross-border trade.

Why customers need it: Every downstream capability — search, marketplaces, cross-border selling, marketing feeds — is only as good as the product data feeding it. A managed pipeline means new products and markets launch in days with the right compliance codes attached, instead of teams hand-fixing spreadsheets per site.

Status: Live (activation = integration project)Contact for scoping: Bianca Lupuleti

Capability

Search, Browse & Recommendations

Value: Shoppers find what they want fast — and discover more they didn't know they wanted. Merchandising levers (from-pricing, discount badges, price-per-unit) are toggles, not projects.

Why customers need it: Search users are the highest-intent visitors on any site and convert at a multiple of browsers — every friction point in search or filtering is lost revenue. Recommendations then grow basket size by surfacing products the shopper wouldn't have looked for.

Status: LiveContact for scoping: Bianca Lupuleti

Capability

AI & Personalisation

Value: Generative-AI discovery — try-before-you-buy and a conversational assistant — plus product personalisation and premium imagery. The platform has been shipping data-led AI shopping tools since 2018.

Why customers need it: Purchase confidence and differentiation. In considered categories like beauty, uncertainty ("is this my shade?") is the main reason shoppers don't buy — try-on and guided AI advice replicate the in-store consultation online, cutting hesitation and returns while giving the brand an experience competitors can't match.

+0%
revenue
+0%
transactions**

Proof point

Proven value — AI-guided discovery: the LOOKFANTASTIC Foundation Finder combines product attribution modelling with semantic search to guide shoppers to their perfect shade match — a flagship example of the platform's AI personalisation toolkit converting browsing into confident purchases. Klean Athlete's personalised bundles contributed to +83% revenue and +71% transactions.

Status: try-on Live; assistant Live — select brandsContact for scoping: Bianca Lupuleti

Checkout & Payments

Padma GudilaPadma Gudila

Basket to completed payment, in any market.

This area is where intent becomes money — the highest-stakes stretch of the journey. Customers need it because checkout is where most abandonment happens: every extra step, missing payment method or failed transaction is revenue already earned by marketing and merchandising, then lost at the last moment. A global, orchestrated checkout also removes the single hardest thing to build in-house — compliant payments across many markets.

Explore capabilities

Capability

Basket & Checkout

Value: Add, review and buy with minimal friction — a persistent basket and an orchestrated, global checkout with gifting and bundling built in.

Why customers need it: Around seven in ten baskets are abandoned industry-wide, so every friction removed converts directly to revenue. Gifting, bundles and multi-buy also raise average order value at the moment of highest intent.

0%
jump in conversion rate**
+0%
vs forecast)** across 7

Proof point

Proven value — conversion at scale: Cult Beauty's migration onto this checkout stack produced a 30% jump in conversion rate and a higher average order value, and the platform absorbed Black Friday peak traffic without incident. LOOKFANTASTIC's Altrincham omnichannel launch put the same commerce engine behind a physical retail concept — £375k sales since launch (+28% vs forecast) across 7.6k transactions.

Status: LiveContact for scoping: Padma Gudila

Capability

Payments, Tax & Fraud

Value: Take almost any payment method, in almost any market, compliantly — with tax, duty and fraud handled inside the flow.

Why customers need it: Shoppers pay differently in every market — no local payment method often means no sale — and tax, duty, SCA and fraud rules are a compliance minefield no brand wants to own alone. The platform absorbs that complexity so brands can sell anywhere from day one.

Proof point

Proven value — payment choice drives share: the Clearpay × LOOKFANTASTIC partnership shows how adding the right local payment method grows market share and measurably lifts results — the platform's per-provider integration model makes adding a method an enablement, not a re-platform.

Status: Live (MoR Roadmap)Contact for scoping: Padma Gudila

Capability

Promotions & Offers

Value: Run sophisticated promotions — codes, tiers, free gifts, rewards — validated and calculated in real time.

Why customers need it: Promotions are the sharpest trading lever a brand has — for acquisition, clearance and peak events — but done crudely they erode margin. A real-time offers engine lets commercial teams run precise, stackable, margin-safe mechanics instead of blanket discounts.

Proof point

Proven value: the grüum × LOOKFANTASTIC gift-with-purchase campaign used this engine to drive new-customer acquisition; free-gift, tiered and RRP-based mechanics run across the estate every peak-trading event.

Status: LiveContact for scoping: Padma Gudila

Delivery & Returns

Modrite OrinskaModrite Orinska

Setting delivery expectations and removing post-purchase anxiety.

This area owns the promise a brand makes at purchase and keeps after it. Customers need it because delivery uncertainty is a top abandonment driver before the sale, and "where is my order?" is the biggest service-cost driver after it. Getting expectations, tracking and returns right is what turns a first order into a second one.

Explore capabilities

Capability

Delivery Options & Messaging

Value: Answer "when will it arrive, and can I send it back?" before the shopper has to ask — anywhere in the world. Urgency mechanics like cut-off countdowns are proven conversion levers.

Why customers need it: Unexpected delivery cost or vague timing kills conversions at the final step. Clear thresholds, cut-off countdowns and collect options both reassure the shopper and nudge larger baskets ("spend £10 more for free delivery").

Status: LiveContact for scoping: Modrite Orinska

Capability

Orders, Tracking & Returns

Value: One authoritative order system from "buy" to "delivered" — and through returns. Proactive tracking cuts "where is my order?" contacts, the single biggest CS ticket driver in ecommerce.

Why customers need it: Post-purchase experience decides whether a customer comes back — and it's also where service cost concentrates. Self-serve tracking and returns cut contact volume while a single authoritative order record keeps brand, warehouse and customer telling the same story.

Status: LiveContact for scoping: Modrite Orinska

Loyalty & Relationships

Nish KhandelwalNish Khandelwal

Retention, accounts, advocacy and engagement.

This area turns one-time buyers into repeat customers and advocates. Customers need it because acquisition costs keep rising — sustainable ecommerce economics depend on lifetime value, and that comes from accounts, loyalty, subscriptions and the owned marketing channels this area powers. It's the difference between renting customers from ad platforms and owning the relationship.

Explore capabilities

Capability

Customer Identity & Accounts

Value: Secure, low-friction sign-in and accounts — including social login — across every brand and market, with GDPR-aware consent built in.

Why customers need it: Identity is the foundation of every retention play — no account, no loyalty, no subscriptions, no personalisation. Low-friction and social sign-in maximise how many shoppers opt into that relationship, while built-in consent keeps the data usable and compliant.

Status: LiveContact for scoping: Nish Khandelwal

Capability

Loyalty, Subscriptions & Advocacy

Value: Reward repeat customers and turn them into advocates — points, tiers, subscriptions and referrals.

Why customers need it: Repeat customers cost a fraction of new ones and spend more per order. Loyalty and subscriptions create predictable recurring revenue; reviews and referrals turn happy customers into the brand's cheapest and most credible acquisition channel.

0%
revenue increase over three months**
0%
conversion rate**

Proof point

Proven value — subscription commerce: wellness brand Bimuno doubled its subscription rates on the platform, delivering an 81% revenue increase over three months, a 33% conversion rate and subscription churn under 10% — direct evidence for the subscribe-&-save stack in any recurring-revenue pitch.

Status: LiveContact for scoping: Nish Khandelwal

Capability

Customer Engagement & Marketing Automation

Value: Reach customers across every channel with automated, personalised campaigns.

Why customers need it: Owned channels — email, SMS, push — are where brands re-engage customers without paying per click. Automated journeys and back-in-stock capture make sure demand already earned (a signup, a sold-out product view) isn't left on the table.

0%
sales uplift on an exclusive TikTok Shop bundle**
0%
revenue increase** — showing the engagement stack extends well beyond email

Proof point

Proven value — channel reach: Myprotein's move into social commerce and marketplaces (TikTok Shop) drove a 5,355% sales uplift on an exclusive TikTok Shop bundle, 73k live views and a 344% revenue increase — showing the engagement stack extends well beyond email.

Status: LiveContact for scoping: Nish Khandelwal

Underpinning all five areas

Platform Foundations

Not a product area — the cross-cutting engine every area (and brand) runs on.

  • Unified commerce API

    One headless GraphQL contract for web, app and marketplace

  • Multi-tenancy

    One platform, many brands and locales, isolated by config

  • Global commerce

    Multi-currency, multi-language, regional tax/duty, local payments

  • Event-driven architecture

    Asynchronous, resilient service communication

  • Security & identity

    Centralised authentication and access control

  • Observability & reliability

    Tracing, metrics, health, caching, rate limiting, circuit breakers

  • Cloud-native operations

    Containerised, multi-region, automated releases

Live — inherited automatically

Future-tech story

Unified commerce API & platform foundations

One headless GraphQL contract for web, app and marketplace, over a fleet of purpose-built microservices.

Future-tech story

AI-native architecture

Generative-AI discovery, conversational shopping assistants and product personalisation across brands.

Sales-ready case studies

Case studies.

Named brand stories to pair with the capabilities above — pick the row that matches the conversation.

  • Cult Beauty migration

    10-week migration; +30% conversion; higher AOV; Black Friday-proof

    Replatforming speed, checkout conversion

  • ELEMIS international expansion

    5-year plan in 10 months; 16 sites; 132k new EU customers

    Internationalisation, launch speed

  • Myprotein Japan

    £1M → £125M in 6 years; #1 foreign brand

    Localisation, long-term market building

  • Bimuno

    81% revenue increase in 3 months; <10% subscription churn; 33% conversion

    Subscriptions, DTC for challenger brands

  • Vital Proteins

    +1,026% sales vs prior day on a TV moment

    Campaign agility, traffic resilience

  • Klean Athlete

    +83% revenue, +71% transactions, –71% costs

    TCO, personalised bundles

  • Myprotein × TikTok Shop

    5,355% uplift on exclusive bundle; +344% revenue

    Social commerce, marketplaces

  • LOOKFANTASTIC Altrincham

    £375k sales, +28% vs forecast

    Omnichannel / unified commerce

  • LOOKFANTASTIC Foundation Finder

    AI-guided product matching since 2018

    AI & personalisation credibility

  • Clearpay × LOOKFANTASTIC

    Measurable market-share growth via BNPL

    Payment-method breadth

Coverage gaps

What isn't described here.

What CS should escalate rather than answer from this document.

Known-but-out-of-scope for this document

  1. Marketplace / MMS — third-party seller onboarding, catalogue syndication, commission handling. Increasingly asked for; Myprotein's marketplace story implies capability but nothing is documented.
  2. Native mobile app — app-specific capabilities (push, app-exclusive pricing, app checkout) beyond "the API supports app clients".
  3. Affiliates & performance marketing — tracking, commission, partner portals.
  4. Retail media — on-site sponsored placements and monetisation; a growing revenue conversation for retail clients.
  5. Customer service & POS tooling — agent tooling, order amendment, refunds workflow, in-store POS (relevant given the LOOKFANTASTIC Altrincham omnichannel story).
  6. Fulfilment & logistics (THG Fulfil) — warehousing, pick/pack, carrier network. Central to the Ingenuity pitch but absent here.

Missing entirely — escalate before quoting

  1. Analytics, reporting & client dashboards — what merchants get for trading insight (sales dashboards, funnel analytics, search analytics). Almost always an early prospect question.
  2. A/B testing & experimentation on-site — journeys mention A/B testing for marketing, but nothing on storefront experimentation.
  3. B2B / wholesale commerce — trade pricing, account hierarchies, credit terms (forced-login hints at private sites, but no B2B capability set).
  4. Gift cards / digital vouchers as products — store credit exists; purchasable gift cards are not documented.
  5. Inventory & stock management — stock visibility, reservation, backorder/pre-order rules (waitlist exists, but stock handling itself is undocumented).
  6. Accessibility & performance standards — WCAG conformance level and Core Web Vitals commitments; increasingly a compliance requirement (e.g. European Accessibility Act).
  7. SLAs, uptime and peak-trading guarantees — foundations describe resilience, but nothing CS can quote contractually.
  8. Data export / ownership & migration off-ramp — enterprise buyers ask about data portability; nothing documented.
  9. Studios / creative services — content production sits alongside Commerce in the Ingenuity offer but isn't referenced.

Appendix

Notes for CS & internal teams.

How to route enablement questions and what stays internal.