When your product launches take multiple days and every homepage update requires a developer, you know something's broken. That was life at Tecovas before they rebuilt their content stack around not just a CMS, but the entire Sanity Content Operating System.
Now? Product launches happen in under 20 minutes, 10,000 SKUs update in seconds, and merchandisers own their storefront without waiting for engineering tickets.
Here's how they made it happen.
We sent Sanity Co-Founder & CTO Simen Svale down to Austin, Texas to learn how Tecovas brings their content to life for their customers.
Tecovas had just two ways to scale:
Spoiler alert, they rebuilt.
But first, let's look at what drove that decision. They were stuck doing things like:
This all meant that scaling was bottlenecked.
We were basically operating with duct tape. The system didn’t support how fast our team needed to move.
Plenty of CMSes would have let Tecovas decouple their front end from Shopify, but that would only solve part of the problem.
They weren't just looking for a place to store and deliver content. They needed to orchestrate it with:
I want to build tools and systems that, at no point, should I have to say 'no, I can't do that' it's more 'should we do that?' And if the answer is yes, then we have the stack and the ability to go and do it
Instead of using their makeshift system for content operations, they configured each part of Sanity to match how they work.
With Sanity's schema-as-code approach, Tecovas developers version control their content structure alongside application code.
When merchandisers need a new colorway badge or homepage module, developers update the schema, commit it, and deploy it. No database migrations, no downtime.
Before: Homepage changes required design mocks, Shopify Liquid edits, and QA cycles.
Now: Merchandisers use structured components in the studio. Developers build the component once, and merchandisers reuse it everywhere.
Why development is faster:
Tecovas isn’t alone. High-performing commerce teams like SKIMS and Lady Gaga are scaling faster. Not by adding headcount, but by rethinking their architecture.
This guide shows how they built developer-first content systems that power launches in minutes, automate global campaigns, and scale personalized experiences without dev bottlenecks. You'll get architecture diagrams, real code, and Studio examples from teams doing it at scale.
Tecovas created a flexible content system designed around how merchandisers actually work. Every workflow in studio matches its internal logic.
Instead of managing content in spreadsheets, merchandisers now handle everything in Sanity Studio, such as launching collections.
Key workflows:
Sanity Studio evolves with the business. Developers update schemas in code and deploy changes safely.
During Black Friday, they updated 10,000 SKUs in under 30 seconds and with a single API request. Sanity mutations and Shopify webhooks pushed changes instantly.
But the real test came during their Chili's collaboration launch. After generating over a billion impressions, Tecovas launched limited-edition boots that sold out in under 2 minutes. The site handled 35,700 sessions in a single hour without any issues.
We built a platform that doesn’t flinch under pressure. Whether it’s a major launch or a thousand small changes, it just works.
Sanity's real-time content API ensures updates appear immediately across the site. No rebuilds, no lag.
Product data flows from NetSuite to Sanity to Shopify without duplication. The team focuses on creating great experiences, not managing sync issues.
Before Sanity, merchandisers relied on developers for every content update.
Now, the editorial experience is structured and intuitive.
We’re not just pushing data, we’re telling stories. Sanity gives us the tools to build meaningful experiences, not just publish SKUs.
Tecovas' product data model separates base products from colorways. Shared content like name and description lives on the product. Care guides are automatically displayed based on the colorway selected.
Real-time previews and validation ensure safe publishing. For example, Tecovas sets warnings when CTA text becomes too long, preventing layout breaks.
It’s not just editable, it’s designed for us. I know exactly what to change, when to do it, and what impact it will have.
The numbers tell the story:
Merchandisers love the autonomy, developers love not asking "can we do this?", but "should we do this?".
Real-time previews mean no surprises. Validation rules prevent mistakes before they happen. Scheduling lets them launch on time without manual coordination.
We ship more with less effort. That’s the biggest win. Sanity lets us move like a modern product team, not a dev shop for content tickets.
Learn more about how Tecovas crafts unique customer experiences with their small, but mighty, team.
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