How One Developer Built a Multi-Tenant Storefront Using Wildcard Subdomains

A developer at an ERP platform for fashion businesses redesigned its public storefront to support branded subdomains, SEO, server-side rendering, and analytics as customer usage grew beyond a simple product catalogue. The original storefront was a basic React app with no separate identity, but increasing customer activity — including browsing, ordering, and order tracking — demanded a more robust architecture. A dedicated shop entity was introduced to separate public-facing storefront data from internal operational data like orders, staff, and inventory. Each storefront was assigned both a subdomain derived from the business name and an immutable slug as a permanent fallback, ensuring stable public addresses even if business details changed. The redesign also incorporated a scalable analytics pipeline using HyperLogLog for unique visitor counts and a domain routing system for local DNS resolution.