Success Stories
H Mart
Solution Architecture for Scale, Multilingual, International Marketplace and Omnichannel Grocery Commerce
Platform Migration:
Migration from Adobe Magento self-hosted to VTEX
Business Model:
B2C
Website:
www.hmart.com (US store) & gift.hmart.com (Korea gifts store)
7 months
for the simultaneous migration of two digital stores and the launch of native mobile applications
2 stores + 2 apps
multilingual grocery operation in the US and a gifts store operating as a marketplace, supported by native iOS and Android apps
+90 stores integrated
operating with real-time local inventory, respecting customer location availability
Marketplace and last mile
architecture designed to support local sellers, multiple languages, channels and consistent business rules
Context and challenge
H Mart is the largest Asian-American supermarket chain in the United States, with over 90 stores across North America and a complex portfolio that combines dry goods, produce, imported specialities and a strong physical retail presence.
Until 2023, H Mart’s ecommerce operated on a fragmented Adobe Magento-based architecture, with separate experiences for dry and fresh goods, disconnected inventories and clear limitations when it came to multichannel expansion, multilingual support and new business models.
The challenge spanned multiple layers:
This was not just a technology migration. It was about redefining the brand’s digital architecture.
The strategic decision
H Mart selected VTEX as the technological foundation for its new ecommerce architecture, betting on a platform capable of supporting:
This decision allowed web and mobile channels to evolve in parallel under a single architectural vision, enabling a broader transformation beyond the technology layer while maintaining consistent business rules.
Devovea’s role in the project
Devovea, through Camilla Lichti, acted as Solution Architecture Lead, connecting business strategy, technical decisions and operational feasibility in a highly complex project.
In practice, the work included:
All decisions were driven by pragmatism, scalability and operational clarity.
Two stores launched simultaneously
Main US store
H Mart’s main US store was launched in three languages:
This multilingual architecture enables different audiences to be served while maintaining:
Customers only see products available locally, increasing trust and operational efficiency.
Gifts store: international marketplace with local fulfilment
gifts.hmart.com was designed as a gifts store operating under a marketplace model, with specific characteristics:
This model removes the complexity of traditional cross-border logistics while enabling a seamless gifting experience for customers in the US sending presents to friends and family in Korea.
Architecturally, this is an international marketplace with local fulfilment, natively supported by VTEX.
Mobile apps developed in parallel
Alongside the web stores, two native mobile apps for iOS and Android were developed in parallel, using Corebiz’s proprietary technology designed to accelerate go-to-market in enterprise projects.
From an architectural perspective, the apps were treated as additional channels rather than isolated projects, ensuring governance, scalability and continuous evolution.
The implemented solution
The migration was completed in seven months, with the simultaneous launch of:
Key pillars of the solution:
Expansion to new delivery models
With a solid architectural foundation in place, H Mart quickly evolved into new delivery models, including integration with Uber, enabling:
This expansion was only possible because the architecture was designed from the outset to support change and growth.
Migration results
Customer experience
Operations
Business evolution
According to VTEX, H Mart became the first major grocer in the United States to operate on the platform, setting a new benchmark for the sector.
Testimonials
In the client’s own words
Our team prioritised a fast go-to-market to get the new eCommerce stores live, and VTEX made it possible. The platform has been instrumental in our digital growth journey.
Vince Colatriano
Executive Vice President, H Mart
We are incredibly proud to welcome H Mart as the first major grocer in the United States on VTEX. This project demonstrates how a modern and scalable architecture can support highly complex business needs.
Mariano Gomide de Faria
Founder and Co-CEO, VTEX
Why this case matters
The H Mart case shows that solution architecture is a strategic decision, especially when operating grocery, marketplace, multilingual and mobile commerce at enterprise scale.
Devovea’s role, leading Solution Architecture, was essential to ensure that web, mobile, operations and business evolved together, with speed and control.
More than multiple successful go-lives, H Mart built a digital foundation designed for the future.
DECISIONS THAT SHAPE THE FUTURE
Speed without architecture is expensive. Scale without vision costs even more.
What separates projects that grow from those that stall is not the platform, but how decisions are made. Devovea operates where the right choices make all the difference.