HS Magic
Agency:
Freelance / Independent
Year:
2025
Industry:
Focus:
Premise“A full-featured ecommerce platform built with TanStack Start — uniting server-side routing, seamless data loading, and a polished storefront experience within a single cohesive codebase, designed to convert browsers into buyers.”
Premise &
Provocation
Online shoppers expect speed, clarity, and trust — yet most ecommerce platforms sacrifice at least one of these to maintain the other two.
HS Magic
2025
Ecommerce /
Retail SaaS
Full-Stack Dev
UX Design
Store Architecture
“Existing ecommerce solutions are either too rigid for custom storefronts or too slow for high-conversion product pages — leaving merchants choosing between flexibility and performance.”
Merchants need a platform that loads product pages instantly, handles real-time stock changes, and supports a fully branded checkout — without a monolithic CMS or bloated runtime.
Lightning-Fast Storefront
Built with TanStack Start SSR. Server-side routing delivers instant product pages with no layout shift.
Secure Checkout Flow
End-to-end payment integrity. Validated server actions and signed session tokens protect every transaction.
Real-time Inventory
Live stock synchronization. Optimistic UI updates reflect inventory changes the moment they happen.
A Unified
Codebase
A cohesive TanStack Start application — storefront, admin dashboard, and API routes living in one type-safe project with shared business logic and zero duplication.
storefront/
Customer-Facing Shop
dashboard/
Merchant Admin Panel
api/
Data & Commerce API
cart
Cart State & Session Logic
auth
User Auth & Permissions
db
Product & Order Database
payments
Stripe Payment Integration
types
Shared Type Definitions
The Stack
Framework
TanStack Start
UI
React
Language
TypeScript
Styling
TailwindCSS
Database
Drizzle ORM
Storage
PostgreSQL
Payments
Stripe
Hosting
Cloudflare
Guiding
Convictions
“Commerce First” — every engineering decision traces back to conversion rate, trust, and the shopper's experience.
“Great ecommerce is not about more features — it is about removing every obstacle between a shopper and a purchase.”
Composable UI
Reusable product components. Product cards, cart drawers, and checkout steps are independently composed and testable.
Server-First Routing
TanStack Start SSR loaders. Product and collection pages stream data server-side for sub-100ms TTFB.
Optimistic UX
Instant UI feedback. Cart mutations and wishlist updates feel instantaneous with rollback on error.
Type Safety
End-to-end typed data. Shared TypeScript types between server loaders, client state, and API contracts.
Type & Tone
Jost — a geometric sans-serif chosen for its clean proportions and high legibility on product cards, headings, and call-to-action copy across the storefront.
Jost
Background
Surface
Accent Red
Accent Light
Muted
Foreground
Commerce
Under the Hood
Where product browsing meets transactional integrity — every checkout, order, and payment flows through a strongly-typed server pipeline with zero silent failures.
Commerce Layer
Checkout Pipeline
End-to-end Stripe integration with webhook confirmation and order state reconciliation.
Order Fulfillment
Server actions orchestrate inventory deduction, shipping label creation, and customer notifications.
Invoice Engine
Generates itemized receipts and VAT-compliant PDF invoices on order completion.
Server Loaders,
Zero Waterfalls
Parallel data fetching. TanStack Start route loaders fetch product data, inventory, and user state concurrently on the server — so the storefront renders fully hydrated with no client-side loading spinners.
SSR Product Pages
Dynamic product and collection pages pre-rendered at request time.
Drizzle ORM Queries
Type-safe SQL queries against PostgreSQL with zero runtime surprises.
Built a type-safe server action pipeline — bridging cart mutations, payment confirmation, and order state without any client-server type drift.
“Optimistic cart updates caused state drift on slow connections. We added server-reconciled rollbacks so the UI always reflects confirmed server state.”
From Commit
to Customer
Every merge to main triggers a type-checked build, a Cloudflare preview, and an atomic production promotion — keeping the storefront always live and always correct.
Storefront
hs-magic.com
Admin Dashboard
admin.hs-magic.com
Commerce API
api.hs-magic.com
The Release Chain
Type Check
Full tsc pass across routes, loaders, and actions
Build
TanStack Start production bundle
Preview
Cloudflare Pages preview deployment
Release
Atomic production swap with zero downtime
Measurable Outcomes
Tools &
Technologies
A modern, production-grade toolkit selected for type safety, performance, and developer efficiency.
TanStack Start
Full-Stack Framework
React
UI Library
TypeScript
Language
TailwindCSS
Utility Styling
Drizzle ORM
Type-Safe ORM
PostgreSQL
Database
Stripe
Payments
Cloudflare
Edge Hosting
Zustand
State Management
Framer Motion
Fluid Animations
Zod
Schema Validation