# devx AI Labs devx AI Labs builds production-grade AI systems and commerce infrastructure for mid-market to enterprise Shopify merchants. Headquartered in Singapore with 150+ engineers in Surat, India. Core products: RetailOS (omnichannel retail platform), CartX (checkout conversion optimization), SearchX (AI-powered search). Key stats: 150+ projects delivered, 50+ clients, 98% client satisfaction, 10+ years experience. Contact: hiring@devxlabs.ai | +91 97732 22493 Singapore: 14th floor, 71 Robinson Rd, Singapore 068895 Surat: VIP Road, Vesu, Surat, Gujarat 395007 Mumbai: Bandra Kurla Complex, Mumbai --- ## Mission & Philosophy At devx AI Labs, we combine deep technical expertise with a clear understanding of your business goals to build scalable, real-world solutions. By blending AI, engineering, and product strategy, we create data-driven systems that are practical, efficient, and built to perform. We are for the pragmatic dreamers. The independent thinkers. These are the bright minds we hire and nurture at devx. ### The devx Way Our three-step transformation process: 1. **Reimagine** — Challenge every assumption about current operations through first-principles thinking. Deep-dive discovery into customer experience layers. Identify fundamental transformation opportunities. Question the status quo with data-driven insights. 2. **Redefine** — Design AI-native operating models and new customer interaction paradigms. Solution architecture with AI at the core. Build outcome-driven measurement frameworks. Design for scale and continuous improvement. 3. **Realize** — Deliver tangible transformation in 90-day sprints with continuous optimization. Rapid implementation with measurable KPIs. Continuous monitoring and optimization. Scale successful patterns across organization. ### Integrated Team Structure Three collaborative functions working together to deliver transformation: - **Consulting & GTM** — Client-facing strategy and business development. Account management, strategic partnerships, deal structuring, executive relationships. - **Practice Teams** — Solutions consulting and technical leadership. Solution design, technical workshops, practice innovation, thought leadership. - **Core Engineering** — Delivery excellence and innovation. Project delivery, product engineering, platform automation, engineering R&D. --- ## Leadership - Pushpal Maheshwari — CEO & Founder - Brijesh Agrawal — CTO - Yash Thakker — Growth --- ## Strategic Partnerships We don't just consult — we partner. Strategic partnerships across the technology ecosystem to deliver best-in-class solutions. - **Hyperscalers:** AWS Advanced Partner, Google Cloud Partner - **AI Platforms:** OpenAI, Anthropic - **Commerce Ecosystem:** Medusa, Shopify, Stripe, Mixpanel, Segment --- ## Services ### Customer Experience Transform customer experience with AI-powered conversational experiences that drive engagement and satisfaction. We build headless commerce storefronts, mobile apps, checkout optimization, and AI-powered customer interaction systems for Shopify Plus brands. ### Enterprise Architecture Build scalable, future-proof enterprise architectures. We handle platform migrations, middleware integrations, ERP pipelines, cloud infrastructure (AWS/Azure), and Shopify Plus architecture for brands needing enterprise-grade reliability. ### AI Ops AI-driven operations automation — sales chatbots, voice calling agents, clinical AI, social media automation, event photography AI, and AI-powered matching platforms. We build production AI systems that handle real workloads. ### Marketing Automation AI-powered marketing pipelines — UTM-driven cart personalization, real-time analytics dashboards, integrated marketing stacks, and automated campaign management. We connect marketing data with commerce data. --- ## Products ### RetailOS Omnichannel retail operating system for unified online-offline commerce. Handles inventory sync, POS integration, order management, and store operations across physical and digital channels. Used by brands like EUME, Comet, Frido, and The Sleep Company. ### CartX Checkout conversion optimization engine for Shopify brands. Ultra-lightweight cart architecture with predictive cart intelligence, upfront pricing transparency, AI-driven upsells, reward milestones, and frictionless coupon discovery. Used by Skin Health & You, Beardo, Secret Alchemist, and Foxtale. ### SearchX AI-powered search and discovery platform for e-commerce. Delivers relevant product search results with natural language understanding, typo tolerance, and personalized ranking. --- ## Selected Work ### Cello Performance-first commerce transformation for India's leading consumer products brand Year: 2024 – Present Services: UX/UI Design / Development **Overview:** Cello is India's leading consumer products brand. We migrated them to a headless, performance-first commerce architecture for faster loads and full design control. **The Challenge:** The existing Shopify-based storefront limited performance, customization, and brand expression. The setup was not future-ready for omnichannel expansion and speed optimization. **The Transformation:** Migrated to headless commerce architecture. Built lightweight, performance-first frontend. Enabled fully customizable UI. Implemented API-driven, omnichannel backend. Results: - 30–40% — Improvement in performance scores: Performance scores improved by 30–40%. - — — Faster page loads across key journeys: Lightweight frontend delivers faster page loads. - — — Full control over design & UX: Fully customizable UI enables brand expression. - — — Scalable foundation for future channels: API-driven, omnichannel backend ready for expansion. --- ### Cetaphil World's fastest AI-powered cart for global skincare leader Year: 2024 – Present Services: UX/UI Design / Development **Overview:** Cetaphil is a global skincare leader. We built an ultra-lightweight, AI-powered cart (cartx) to reduce drop-offs and improve conversion at the critical moment of purchase. **The Challenge:** The brand needed a faster, more transparent cart experience to reduce drop-offs and improve conversion efficiency at the critical moment of purchase. **The Transformation (Powered by cartx):** Ultra-lightweight cart architecture for faster load times. Predictive cart intelligence to eliminate full recalculations. Upfront pricing transparency (taxes, shipping, discounts). AI-driven upsells & reward milestones to increase AOV. Frictionless coupon discovery with instant savings visibility. Results: - 40% — Faster cart load times: Cart load times improved by 40%. - 30% — Improvement in cart-to-checkout rate: Cart-to-checkout rate improved by 30%. - — — Lower cart drop-offs due to clear, upfront pricing: Upfront pricing transparency reduces drop-offs. - — — Higher AOV from upsells and coupon visibility: AI-driven upsells and coupon discovery increase AOV. --- ### Dot & Key Omnichannel transformation for ingredient-led skincare brand Year: 2024 – Present Services: UX/UI Design / Development **Overview:** Dot & Key is an ingredient-led skincare brand. We built a Shopify 2.0 storefront, custom mobile app, and social AI agent to scale performance and engagement across web, app, and social. **The Challenge:** Rapid growth exposed limitations across Shopify, mobile, and social channels, making it difficult to scale performance, personalization, and customer engagement consistently. **The Transformation:** Shopify 2.0 storefront with faster UI, checkout, and integrations. Custom mobile app with app-only offers and advanced cart logic. Middleware & CMS layer for flexible pricing, promos, and campaigns. Social media AI agent for DMs, comments, and CRM escalations. Results: - 60% — Faster load times and smoother web & app experiences: Load times improved by 60% across web and app. - — — Higher engagement and conversions across web, app, and social: Unified omnichannel approach drives engagement. - — — Improved SLA compliance with faster social response times: Social AI agent enables faster response times. - — — Lower support and operational costs through automation: Automation reduces support and operational costs. --- ### Foxtale AI-powered personalization driving conversion uplift for fast-scaling D2C skincare brand Year: 2024 – Present Services: UX/UI Design / Development **Overview:** Foxtale is an Indian skincare brand offering science-backed, dermatologist-tested products. We implemented advanced analytics, high-performance cart, and AI-powered personalization to drive conversion uplift. **The Challenge:** Limited visibility into end-to-end user behavior restricted data-driven optimization. Generic checkout journeys and slower cart interactions reduced conversion efficiency. **The Transformation:** Implemented advanced analytics & funnel tracking. Built high-performance native cart. Launched custom Shopify-synced mobile app. Enabled AI-powered skin analysis & personalization. Results: - 40% — Conversion rate uplift through personalization: Conversion rate uplift achieved through AI-powered personalization. - 50–60% — Faster cart interactions: Cart interactions are 50–60% faster. - 25% — Increase in AOV: Average order value increased by 25%. - — — Significant reduction in checkout drop-offs: Checkout drop-offs significantly reduced. --- ### Mokobara Omnichannel retail transformation for design-led travel brand Year: 2024 – Present Services: UX/UI Design / Development **Overview:** Mokobara is a design-led travel brand. We built a scalable e-commerce platform and unified in-store experience to support rapid retail expansion with real-time inventory and order sync. **The Challenge:** Mokobara needed a scalable e-commerce platform and unified in-store experience to support rapid retail expansion with real-time inventory, order, and customer data sync. **The Transformation:** High-performance Shopify store for scalable D2C growth. Enabled posx retail POS for in-store checkout and operations. Real-time inventory sync across web, stores, and warehouses. Unified orders & customers across online and offline. Flexible pricing & promotions across channels. Results: - — — Accurate inventory visibility across all touchpoints: Real-time inventory sync across web, stores, and warehouses. - — — Faster, smoother in-store checkout: posx retail POS enables efficient in-store operations. - — — Consistent omnichannel customer experience: Unified orders and customers across online and offline. - — — Retail-ready stack built for rapid scale: Scalable foundation for continued retail expansion. --- ### Moxie Beauty AI-powered personalization driving conversion uplift for fast-scaling D2C skincare brand Year: 2024 – Present Services: UX/UI Design / Development **Overview:** Moving beyond payment management and checkout, our goal was to help shape a platform that could grow into a competitive marketplace and enrich their customers' experience. **Challenge:** The challenge was to evolve their app into a competitive, feature-rich product experience while setting a new standard for local design. **Solution:** To build a product that truly stood apart from its competitors, we set out to rival the biggest international brands and apply global best practices. Through multiple iterations, research, testing, and the creation of a scalable design system, we aided in restructuring the app's overall UI, navigation and content structure. Results: - +23% — Increased av. time on site: The average time spent on the site increased from approximately 1 minute and 15 seconds to approximately 1 minute and 47 seconds. - +44% — Increased av. time on site: The average time spent on the site increased from approximately 1 minute and 15 seconds to approximately 1 minute and 47 seconds. --- ### Svaraa ERP-integrated commerce for premium fine jewellery Year: 2024 – Present Services: UX/UI Design / Development **Overview:** Svaraa is a premium fine jewellery brand. We rebuilt their commerce stack on Medusa with deep ERP integration for real-time inventory and omnichannel journeys. **The Challenge:** The legacy Magento setup was slow and heavily manual. Lack of ERP integration led to inventory inconsistencies and made omnichannel experiences like trials and reservations difficult. **The Transformation:** Rebuilt commerce stack on Medusa. Deep ERP (Gati) integration. Automated variant mapping with approvals. Enabled omnichannel journeys (trial, reserve, buy). Results: - 90%+ — Reduction in manual product setup: Manual product setup reduced by 90%+. - — — Real-time inventory accuracy across channels: ERP integration ensures real-time inventory accuracy. - — — Unified customer & purchase view: Single view of customer and purchase across channels. - — — Higher trust for high-value transactions: Omnichannel journeys build trust for fine jewellery. --- ### The Sleep Company Delivering seamless omnichannel experiences for India's leading comfort-tech brand Year: 2024 – Present Services: UX/UI Design / Development **Overview:** The Sleep Company is India's leading comfort-tech brand. We unified their online, offline, and support touchpoints into one continuous customer journey. **The Challenge:** Customers were moving between online browsing, offline stores, service installations, and social queries. The goal: Make it feel like one continuous journey. **The Transformation:** Unified commerce platform with fast checkout, financing, and real-time inventory. Omnichannel retail POS (posx) for BOPIS, ship-from-store, unified returns. Technician app for install booking, route optimization, digital proof. AI store assistant for unified customer context and personalized selling. Social media AI agent for automated queries and smart escalations. Results: - — — Seamless end-to-end customer journey across all touchpoints: Customers experience one continuous journey across online, offline, and support. - — — Better inventory visibility & fulfillment coordination: Real-time inventory sync across web, stores, and warehouses. - — — Faster installations with improved technician efficiency: Technician app enables route optimization and digital proof. - — — More personalized sales & support interactions: AI store assistant and social agent enable personalized selling and support. --- ### The Whole Truth Transforming cart performance for India's fastest-growing clean-label nutrition brand Year: 2024 – Present Services: UX/UI Design / Development **Overview:** The Whole Truth is India's fastest-growing clean-label nutrition brand. We transformed their cart and checkout performance to support high traffic and accelerate growth. **The Challenge:** Checkout and cart performance degraded under high traffic, impacting conversions. Platform limitations on Dukaan restricted customization, leading to slow feature rollouts and inconsistent fixes across the storefront. **The Transformation:** Replatformed commerce stack on Medusa. Built high-performance, custom storefront. Optimized cart, promotions, and checkout logic. Implemented modular, scalable architecture. Results: - 75% — Faster cart response time: Cart response time improved by 75%. - 30–40% — Reduction in cart latency: Cart latency reduced by 30–40%. - 2–3× — Faster feature & page launches: Feature and page launches are now 2–3× faster. - — — Scalable foundation for sustained growth: Scalable foundation for sustained growth. --- ### Vodafone Idea AI-driven e-KYC transformation for India's leading telecom provider Year: 2024 – Present Services: UX/UI Design / Development **Overview:** Vodafone Idea is India's leading telecom provider. We built an AI-driven e-KYC verification platform to automate document validation and meet strict compliance requirements at scale. **The Challenge:** Manual KYC processes were slow, operationally heavy, and error-prone at scale. The system needed to validate multiple document types and complex visa rules while meeting strict compliance requirements. **The Transformation:** Built AI-driven e-KYC verification platform. Automated document extraction & validation. Programmatic visa logic with fallback reviews. Secure, audit-ready cloud architecture. Results: - 85–95% — KYC automation rate: 85–95% of KYC verifications automated. - 2 min — Verification time: Verification time reduced to 2 minutes. - 60–80% — Reduction in manual effort: Manual effort reduced by 60–80%. - — — Scalable system for millions of verifications: Secure, audit-ready architecture scales for millions. --- ## Outcomes ### Building e-commerce with Medusa A modular, open-source commerce engine built for developers and brands who want to own their stack. Features: headless architecture, plugin-based flexibility, multi-region & multi-currency support, self-hosted core, API-first design, modern admin dashboard, custom checkout & cart logic. Typically used by: scaling D2C brands, startups with custom flows, global brands with multi-region needs. Delivery timeline: 3-6 weeks. ### C-suite dashboard for e-commerce Executive analytics dashboard for e-commerce brands. Real-time visibility into revenue, orders, customer behavior, and operational metrics for leadership teams. ### AI Instagram engagement agent Automate Instagram engagement with an AI agent. Handles DM responses, comment management, story interactions, and lead qualification automatically. ### CartX — a new cart for e-commerce devx's productized checkout conversion solution. Ultra-lightweight cart architecture with predictive intelligence, upfront pricing transparency, AI-driven upsells, and frictionless coupon discovery. Compatible with: Shopify Plus, Hydrogen, Custom storefronts. ### Loyalty program for e-commerce Custom loyalty and rewards program. Smarter rewards for stronger retention — points, tiers, referrals, and gamified engagement. ### Website speed and performance optimization Technical performance optimization for e-commerce sites. Core Web Vitals improvement, image optimization, code splitting, lazy loading, CDN configuration, and server-side rendering. ### New e-commerce store from scratch Build a complete Shopify store tailored to business needs. End-to-end development from design to deployment with custom theme development, payment integration, and operational setup. ### Stripe integration Stripe payment gateway integration for e-commerce. Secure, seamless payment processing with subscriptions, invoicing, and multi-currency support. ### Mixpanel integration Mixpanel analytics integration for e-commerce. Advanced user tracking, funnel analysis, cohort analysis, and conversion optimization insights. ### Omnichannel jewellery platform Website, app, and POS for jewellery brands. ERP-integrated commerce platform handling inventory across online and physical stores with try-at-home, custom design, and appointment booking. ### Headless commerce migration Migrate from monolithic to headless commerce architecture. Performance improvements, developer flexibility, and omnichannel readiness with Next.js, React, or custom frontends on Shopify/Medusa backends. ### POS for offline stores Point-of-sale system for physical retail (posx). Syncs with online inventory, handles multi-location stock, barcode scanning, and customer profiles across channels. ### Mobile app for your brand Custom mobile app development for e-commerce brands. Native or React Native apps with push notifications, in-app purchases, AR features, and deep linking. ### Shopify migration Platform migration to Shopify. Data migration, URL redirects, SEO preservation, theme development, and app ecosystem setup for brands moving from WooCommerce, Magento, or custom platforms.