Prime Ticketer

Ticket resale creates a specific engineering problem: traffic arrives in spikes, not streams. An event announcement or on-sale window can multiply demand within minutes. The platform needed to absorb that reliably — with the infrastructure to match.

Beyond performance, the brief called for a platform the business would own outright. No SaaS dependency, no revenue share, no ceiling. And it needed to move as fast as the market does: category and collection changes, page layouts, branding — all of it under the team's direct control, without a developer in the loop for every update.

We ran a full technology audit and strategy engagement first. That process produced the stack: Medusa for commerce, Payload CMS for content, both self-hosted. The custom e-commerce platform was built from that foundation.

Prime Ticketer runs on a custom e-commerce platform built on Medusa and Payload, deployed and managed by SOHOB. Medusa's catalogue state drives the live site navigation directly — collections appear and disappear in the nav as they are published or removed, with no manual CMS update required. The team controls page layouts, section order, and colour schemes from the Payload admin. Infrastructure is managed by our team and built to handle event-driven traffic peaks. The Prime Ticketer team was trained across live sessions with full recordings for ongoing reference.

Every engagement at SOHOB starts with the right foundation. For Prime Ticketer, that meant a technology audit and delivery strategy before any build work started — laying out the stack choices, the reasoning behind them, and the sequence. The recommendation: Medusa for the headless commerce layer, Payload CMS for content and page management, both self-hosted on our infrastructure in London.

Branding and visual identity. Colour system, typography, and design direction built to position Prime Ticketer clearly — a brand that holds up at the point of purchase, where trust is made or lost quickly.

Architecture design. The core technical requirement was synchronisation between Medusa and Payload. We designed the integration so that Medusa's published catalogue state — active collections, categories — drives the live site navigation directly. One source of truth, no duplication.

Custom software development and delivery. The full platform built and delivered on a short timeline, with the Medusa–Payload integration in place from launch.

Managed DevOps and hosting. Our team manages servers, deployments, and platform updates. The infrastructure is maintained to handle the sharp, event-driven traffic spikes that define the ticket resale market.

Training and ongoing support. Live training sessions with the Prime Ticketer team, recorded in full. The team manages content, collections, and page layouts independently — and we continue providing advice as the platform evolves.

The architecture is the product.

One catalogue, one source of truth. When a collection is published in Medusa, it appears in the site navigation. When it is unpublished or removed, it disappears. There is no parallel CMS update to make, no sync to trigger, no risk of the two systems falling out of step. The team manages their catalogue in Medusa — the website reflects it.

Full page control from the CMS. Every page on the Prime Ticketer platform is built from configurable blocks in Payload. The team can reorder sections, change colour schemes, and restructure pages without writing a line of code. For a business that needs to move quickly around events and seasons, this replaces what would otherwise be a constant queue of developer requests.

Custom e-commerce infrastructure, managed end to end. The platform is self-hosted on SOHOB's infrastructure. Prime Ticketer owns the stack; we manage the operations — updates, monitoring, and scaling for traffic events — as part of our ongoing managed support.

A custom e-commerce platform built for a market that moves fast, owned by the business, run by our team.