Mud Pie’s Journey from Headless Commerce to a Unified Digital Ecosystem with i95Dev 

Founded in 1988, Mud Pie began as a small lifestyle brand with just 10 home products. Over the years, the company evolved into a nationally recognized lifestyle and gifting brand offering thousands of SKUs across home décor, women’s fashion, baby and kids’ products, seasonal collections, and personalized gifts. 

Today, Mud Pie operates through both a thriving direct-to-consumer storefront and an extensive wholesale network supporting more than 12,000 retailers. With over 200 employees, the company continues to expand its digital presence while delivering curated shopping and gifting experiences across channels. 

Mud Pie’s digital transformation focused on modernizing customer experience, improving operational agility, and building a scalable commerce ecosystem capable of supporting both wholesale and direct-to-consumer growth. 

• Outdated Digital Experience & Performance Challenges 
  Mud Pie’s existing website experience struggled to meet evolving customer expectations. Slow site performance, inefficient navigation, limited mobile responsiveness, and checkout friction impacted engagement and overall shopping experiences across channels. 
• Limitations of the Headless PWA Environment 
  The brand operated within a complex headless PWA setup that created heavy frontend dependencies. Even small updates to content, layouts, merchandising, or checkout experiences required lengthy development cycles, slowing innovation and reducing flexibility. 
• ERP Synchronization & Operational Visibility 
  As operations expanded, stronger alignment between Adobe Commerce and Microsoft Dynamics 365 Finance & Operations became critical. Mud Pie needed better visibility across inventory, pricing, customer data, orders, fulfillment, and payment workflows to improve operational efficiency and accuracy. 
• Need for Advanced Commerce Experiences 
  Mud Pie wanted to introduce more engaging digital capabilities including AI-driven product discovery, personalized shopping experiences, interactive merchandising, advanced search functionality, and gifting-focused customization. Their existing architecture lacked the flexibility needed to support these initiatives efficiently. 
• SEO & Digital Growth Requirements 
  The business also needed stronger SEO visibility, improved organic discoverability, and more effective digital marketing capabilities to support long-term growth across highly competitive lifestyle and gifting markets. 

Despite these challenges, Mud Pie’s vision was clear: create a more agile, connected, and customer-centric digital ecosystem capable of supporting future growth and innovation.

Solution: i95Dev’s Connected Commerce Transformation 

i95Dev partnered with Mud Pie to redesign and modernize its digital commerce ecosystem through Adobe Commerce Cloud, ERP integration, AI-driven experiences, and digital growth optimization. 

1. Adobe Commerce Cloud Modernization
Mud Pie was migrated from a complex headless PWA environment to a standalone Adobe Commerce Cloud platform upgraded to Magento 2.4.7. 
The UX/UI experience was redesigned to improve navigation, mobile responsiveness, performance, and overall customer engagement. 

2. Deep ERP Integration
 The i95Dev D365 FO Connector was enhanced to enable real-time synchronization between Adobe Commerce and Microsoft Dynamics 365 Finance & Operations. 
This integration automated synchronization across inventory, pricing, orders, fulfillment updates, customer data, and payment workflows. 

3. Advanced Shopping & Personalization Experiences
Interactive shopping capabilities including hotspot functionality, shoppable image collections, bundled products, and personalized monogramming features were implemented to create more engaging shopping experiences. 
Klevu AI-powered search and recommendation capabilities improved product discovery, navigation, and conversion rates. 
AI-driven personalization features including dynamic recommendations, customer segmentation, predictive analytics, and the “Gift Finder” chatbot further enhanced customer engagement. 

4. Connected Marketing & Customer Engagement Ecosystem
Platforms including Klaviyo, Google Analytics, Yotpo, PepperJam, Zendesk, Bynder, and Narvar were integrated to strengthen customer engagement, analytics visibility, digital asset management, and post-purchase experiences. 
SEO enhancements, content optimization initiatives, and paid media optimization strategies were also implemented to improve search visibility, organic traffic, and overall digital marketing performance. 

SEO & Digital Growth Transformation 

Beyond commerce modernization, Mud Pie also needed a stronger digital growth foundation to improve online visibility, customer engagement, and long-term acquisition performance. 

SEO Optimization 

• Technical SEO improvements including canonical optimization, redirects, structured data enhancements, and SEO-focused site architecture updates strengthened search visibility and indexing performance. 
• SEO-focused content blocks were added across category and product pages to improve organic discoverability while maintaining a seamless customer experience. 
• Ongoing SEO audits, backlink-building initiatives, and performance tracking through custom Looker Studio dashboards helped continuously improve visibility and search performance. 

Digital Marketing & Customer Engagement 

• Google Search and Shopping campaigns were optimized through keyword refinement, audience targeting, ad optimization, and landing page recommendations. 
• Integrated marketing and engagement platforms including Klaviyo, Yotpo, PepperJam, Google Analytics, and Zendesk strengthened customer engagement, reviews management, affiliate marketing, analytics visibility, and personalized communication across channels.