In May 2019, Airstream will debut a new lifestyle brand driven by an editorial-first ethos of online retail. With compelling storytelling, products come off the shelves and share in our travels, becoming fellow adventurers available for the reader to discover without ever leaving home (or the content). In this case study of product development for “editorial commerce”, we’ll explore the strategic, operational and technical journey of creating the Airstream Supply Company as a “big brand with a small team”.
We’ll showcase the promise of Gutenberg being realized in an editorial experience that allows deep connections between content creation and product data within a custom Block library and semi-headless React site, driven entirely by the WordPress REST API + GraphQL. Striking a balance of technical insights with strategic analysis, our lessons and achievements can be a guide to anyone building a modern editorial or eCommerce experience with WordPress and WooCommerce.