For over 20 years, NZXT has been a leader in the PC gaming community, building high-performance hardware for passionate DIY builders and curated systems for gamers who want to jump right into the action. But as the company grew, their ecommerce side faced a critical challenge: its own complexity. An intricate, custom-built PC configurator running on a headless architecture had become an operational bottleneck, driving up costs and creating a confusing experience for customers.
In a bold, strategic pivot, NZXT embraced simplicity. By moving away from its complex headless build and discontinuing its custom configurator, NZXT used Shopify to streamline its operations, reduce costs, and create a more focused, high-converting customer experience.
With Shopify, NZXT was able to:
- Unlock over $3 million in total cost savings by reducing technical overhead and operational complexity.
- Increase conversion rates with a simplified, curated product offering.
- Slash order fulfillment times from as long as 10 days down to under two days.
- Reallocate resources to focus on brand storytelling and community engagement instead of platform maintenance.
The challenge: When infinite choice creates the paradox of choice
NZXT’s core mission is to make PC gaming accessible to everyone. Initially, they believed the best way to do that was to offer near-infinite choice through a custom PC builder. This headless solution allowed customers to select every individual component, but it came at a significant cost. The system was operationally complex to manage and expensive to maintain.
Even worse, the data showed it wasn't working.
The custom configurator converted at half the rate of their standard pre-built systems. "We were adding way too much choice for our consumers in a way that wasn't actually valuable to them," says Kevin Murphy, GM & SVP, Global DTC & Subscriptions at NZXT. "We found that most consumers were not deviating much from the general choices we were providing. What they were looking for was curation, not necessarily infinite choice." The complex system, meant to empower customers, was instead creating a "paradox of choice" that led to analysis paralysis and lost sales.
The solution: Addition by subtraction and a return to simplicity
Under the banner of "Project Spark Joy," NZXT made the strategic decision to radically simplify its business. The first step was discontinuing the underperforming and operationally draining custom configurator. This allowed them to move away from their costly headless architecture and embrace Shopify Liquid.
This shift enabled NZXT to focus on curating a streamlined selection of expertly designed gaming PCs. Instead of overwhelming customers with thousands of permutations, they could now guide them to the perfect system. "These are expensive, considered purchases," Kevin notes. "Our job is to help people make the right choice. We use the analogy of 'a thousand songs in your pocket.' It’s about the experience, not a list of specs." This new focus allowed the team to tell a clearer story around their products and better serve customers who were new to the PC gaming world.
Our headless architecture was supporting a custom configurator that was complex by design and under-converting. The promise of headless, while real for a lot of companies, just wasn't a fit for us anymore. We had to make the difficult decision to streamline back down, and Shopify’s headed approach was the right one for us.
The results: Millions in savings, faster fulfillment, and a better customer experience
The move to a simplified business model powered by Shopify delivered immediate and substantial financial results. NZXT estimates savings of over $1 million in software and support costs from retiring its headless infrastructure, and an additional $2 million in operational efficiencies from simplifying its inventory and build processes.
The impact on the customer experience was just as dramatic. With a curated assortment, NZXT could pre-build systems and dramatically reduce fulfillment times. During peak seasons, custom orders could take up to 10 days to ship; now, nearly all orders ship in under two days. This speed, combined with the seamless and trusted Shopify Checkout, has led to a significant and meaningful lift in conversion rates.
The Shopify Checkout and the capabilities rolled out through Shop Pay have been a game changer. Having that opportunity unlocked for our customers has been incredibly valuable.
Building a more resilient brand with a streamlined approach
By simplifying its tech stack and product offering, NZXT has freed up invaluable time and resources. The team can now focus on deepening its engagement with the gaming community and innovating on the customer experience.
Looking ahead, NZXT is excited to leverage more of the Shopify ecosystem, particularly the Shop app, to reach new customers and create more touchpoints for its loyal community. By moving from a model of infinite component choices to one of strategic business choices—like their NZXT Flex subscription program—the company is better positioned than ever to deliver on its promise of making PC gaming accessible for everyone.
