E-Commerce Platform for a Digital Food Startup

This project emerged as an in-house startup venture within the IDENTIC group — an ambitious foray from the IT world into the food industry. The concept: premium, preserved dishes from various cultures sold online as a “world trip in a jar.”

A fully customized e-commerce platform was developed for distribution — not an off-the-shelf solution, but a tailored Angular shop with its own inventory management system and processes customized for food production. Branding — from logo and label design to packaging — was developed entirely in-house. The cloud infrastructure ran on Google Cloud Platform with Cloud Run and Cloud Storage.

The project was technically successful — shop and inventory management worked flawlessly. The challenges lay in scaling: without a dedicated marketing budget and with the realization that B2C food retail operates fundamentally differently from IT services, the startup did not achieve the necessary growth momentum. Personnel misjudgments and the sunk-cost trap extended the engagement beyond the economically viable period.

The learnings were valuable: anchor IP in the company early, plan marketing budget from the start, realistically assess ventures outside your core industry — and recognize when it’s time to stop. Technically, the project demonstrated the team’s ability to deliver a complete e-commerce solution from brand development to production in a short timeframe.

Credits

Technologies

TypeScript

MongoDB

OpenAPI

REST API

Swagger

Express

Node.JS

Angular

CSS

HTML

NgRx

Progressive Web Apps

RxJS

Sass

Adobe Illustrator

Adobe InDesign

Adobe Lightroom

Adobe Photoshop

Docker

Google Cloud Platform GCP

Google Cloud Run

Google Cloud Storage

Azure DevOps

Git

GitHub

Google Workspace

MS Office

NPM

Postman

Slack

Visual Studio Code

VS Code

ESLint