Baby Bunting

Baby Bunting is one of the largest retailers in Australia specializing in baby and toddler products. The company has been operating for more than 40 years and has over sixty physical stores across Australia, along with a growing presence in New Zealand.

To future proof its digital commerce capabilities, Baby Bunting partnered with New Orange to transition from a traditional monolithic platform to a headless, composable commerce architecture. The goal was clear: build a scalable, flexible ecosystem powered by best in class technology partners, each specializing in a critical part of the e commerce experience.

At the core of the backend architecture is a Node.js Express middleware layer built on Alokai. This layer acts as the connector between the frontend and key backend systems, including Commercetools, PIM, SendGrid, Constructor.io, Auth0, and Baby Bunting’s internal CRM.

All core commerce data including customers, products, carts, orders, and promotions is managed within Commercetools and accessed via GraphQL. The middleware also manages complex shipping logic, ensuring accurate calculations based on ZIP code, product weight, click and collect requirements, bulky items, and marketplace products.

Marketplace functionality is powered by Mirakl, enabling third party sellers to manage their products while integrating seamlessly into the broader commerce ecosystem. This ensures a consistent shopping experience across both owned and marketplace inventory.

A key driver of this transformation has been New Orange’s team as a service model. Our developers operate as an embedded extension of the Baby Bunting digital team, working closely with internal stakeholders and collaborating regularly at their head office.

This approach ensures strong alignment, faster decision making, and shared ownership of outcomes, supporting continuous optimization well beyond launch.