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Punit Sethi

I'm Punit Sethi.

I work with eCommerce & B2C sites on Website Speed, Scalability and Frontend Architecture.

Let's work together.


Recent Client Projects

June, 2022 - Current
Strapi 4
Working as part of the team building the CMS for multiple websites. I am responsible for Strapi customizations such as single-sign on, row-level access control, single-token based assets access, audit trails, etc.
April, 2022 - May, 2022
React SSR
Configured Sentry to identify the production website issues encountered by actual visitors. Worked with various stakeholders to prioritize, reproduct and fix the encountered issues.
Jan, 2022 - May, 2022
React SSR
Code splitting
Setup code-splitting, CSS optimization and image-loading optimization to improve the Core-web-vitals for a group of gifting related eCommerce websites (based on Create-React-App with React 17).
Feb, 2022
Anti-flicker Snippet
Architected a mechanism to overcome the negative speed-impact of the Google Optimize anti-flicker snippet on SEO sensitive pages.
Dec, 2021 - Feb, 2022
React SSR
Worked on reducing the TTFB / server response time by setting up Redis caching for a React SSR website. The caching mechanism is setup in sync with website's geo-specific page delivery mechanism.
Oct, 2021 - Mar, 2022
Architected Strapi based CMS solution for an existing website. The solution is created to enable gradual migration from the existing CMS. Some features of the new CMS solution - custom user-access control, multi-lingual pages, activity log, dynamic URLs generation and site-wide sections.
Sep, 2021
Setup Jest testing framework for UI unit testing for the in-house developed UI components. Also setup gradual type-checking for the props and state for these components. The goal is to enable a path to gradually incorporate these to reduce UI bugs.
Aug, 2021
Headless CMS
Evaluated a bunch of headless CMS solutions to provide technical feedback to setup a CMS to create landing pages rendered via a NextJS website. Minimum initial dev-effort & maximum configurability!
Aug, 2021
React SSR
Requests Coalescing
Setup redis caching for specific routes of a React SSR website. This improved the server response time and helped scale the website during the traffic spikes.
Jul, 2021
Setup Gatsby static-site-generator as the frontend for an existing Wordpress site. Delivered a setup to automatically update the Gatsby build on publishing new Wordpress content.
View All Projects


Every engagement is different, but they all follow these maxims:

Deliver code, not recommendations.
Deliver the code changes (pull-requests) or specific configuration changes for the recommendations. This is because recommendations are easy. It is their implementation that is often ridden with complications.
Stay data driven.
Measure things (site speed, error rate, system resource utilization, cache-hit ratio, etc) before, during and after the task. This helps us stay focussed and get things done.
Document the changes.
Leverage strigent documentation to bridge the gap that can arise from remote working. Document the changes to help the current and future team members understand the changes and also reflect upon the rational behind the changes.