eCommerce has come a long way, but so have customer expectations. Let’s be honest, shopping online still isn’t as seamless as it should be and often requires too many clicks and questions that go unanswered. As a result, shoppers drop off.

In contrast, conversations feel easy. When we need advice, we ask a friend; it’s the same with wanting a recommendation from a store. A growing share of product discovery (over 70% for ChatGPT users) now starts in chat. Not on a homepage or a search bar, but in a conversation. Amazon, Zalando, and other global retailers are already piloting buying via conversational commerce, the practice that lets customers shop through real-time chat powered by AI.

At scandiweb, we believe this is the biggest shift in eCommerce since mobile. And we’re not just watching it happen, that’s not how we like to do things around here! We are making it happen.

What is conversational commerce?

Conversational commerce is exactly what it sounds like: shopping through conversation. But not just any conversation, one that’s powered by AI, personalized in real time, and available everywhere your customers are.

Instead of navigating a maze of menus, filters, and product pages, customers can simply type:

“I need a jacket for rainy weather.”

AI picks up the request, asks a follow-up question or two, checks real-time stock and prices, pulls data from past orders, applies loyalty perks, suggests the perfect product(s), and keeps the conversation going. Each interaction becomes a high-converting sales moment, not a support ticket like we’re used to in relation to chatbots. Conversational commerce drives faster decisions and repeat purchases.

Here’s conversational commerce explained in more detail.

Steps of an AI-powered buying journey

Let’s break down what happens in these chats:

1. Discovery

A shopper sends a simple message: “Need something for a DIY deck project.” (Or AI starts the conversation first, and then reacts based on the customer’s response).

2. Understanding

The AI recognizes intent, even if the request is vague or misspelled, and pulls context from past orders, location, and preferences.

3. Personalized offer

Based on product data and real-time availability, the AI recommends options, upsells smartly, and bundles products for convenience.

4. Assistance & guidance

The AI answers sizing questions, compares features, and explains return policies, just like a helpful salesperson would.

5. Ongoing relationship

AI can reingage, or the next time the customer comes back, in chat, your site, or in-store, the conversation picks up where it left off.

But most conversational tools today offer isolated experiences, like a chat widget on a website, a messaging bot in one app, or a support assistant with limited replies that rarely remembers who the customer is when the channel changes, and they almost never close the loop on the sale.

Chat to Buy brings one continuous, engaging conversation to every channel. The same AI assistent follows the shopper, remembers their history, understands their behavior, and helps them complete their purchase.

Introducing Chat to Buy

Chat to Buy is scandiweb’s conversational commerce solution made for omnichannel retailers. It connects every customer touchpoint – web, apps, messaging, kiosks, and in-store – into a single ongoing conversation powered by AI. No matter where someone shops or what they need, the experience is context-aware, personalized, and consistent.

And more importantly, it’s also a way to sell.

While most chat tools stop at product suggestions or support answers, Chat to Buy guides the whole journey from re-engagement and discovery to real-time stock checks, upsells, and completed purchases, all within the same thread. It’s designed to increase order value and reduce drop-off, without interrupting the customer experience or adding work for your team.

How Chat to Buy makes selling easier

Traditional eCommerce often resets the customer journey every time someone returns. Their preferences and cart disappear, and questions get asked and re-asked across different channels. Chat to Buy keeps the conversation alive, connecting every touchpoint with a single AI-driven system that remembers the customer and makes it easy to complete a purchase. Here’s the impact it has:

• Higher conversion rates – when customers can ask questions and get answers about products, stock, delivery, or policies in the moment, they’re more likely to buy.
• Bigger order value – AI introduces relevant bundles and higher-margin items naturally within the conversation.
• Bring back inactive customers – Chat to Buy uses purchase history and behavioral signals to reach out via WhatsApp, SMS, or email at just the right time.
• Fewer returns – when customers get real-time help during the decision process, they’re less likely to send products back. 
• Lower support load – routine questions, such as order status, returns, loyalty balance, are handled automatically.
• Unified channels – Chat to Buy remembers the whole history, regardless of whether a customer starts on your website, switches to WhatsApp, or walks into a store.
• Faster checkout help – customers get the clarity they need about payment options, delivery times, etc., right when they need it.
• Smarter campaigns – what people ask and convey in these chats can be turned into smarter segmentation and more relevant targeting.
• Lasting competitive edge – Chat to Buy helps you capture and retain first-party data that no one else has, giving you an advantage in personalization and retention.

Why alternatives fall short?

Other tools	Chat to Buy
Built for a single channel only	Works across all customer touchpoints
Lose context when switching platforms	Maintains memory in every channel and visit
Handle only basic support or FAQs	Runs re-engagement, upsells, onboarding, checkout
Require a DIY setup that breaks easily	Delivered, customized, and maintained by scandiweb
Don’t scale for multiple markets or teams	Built for multi-language, multi-market enterprises
Limited integrations, no real-time data	Connects to your store, CRM, PIM, and analytics

How Chat to Buy works

Chat to Buy is built in three layers: the core AI engine, the business logic that forms how it works for your goals, and the interfaces that meet your customers wherever they shop.

Foundation layer: core platform & AI

At the core is a powerful AI engine trained on your store data and customer behavior, making the experience feel personal, relevant, and reliable in any language and at any time. The AI agent can:

• Pick up on vague, incomplete, or typo-ridden messages with 95%+ accuracy in 100+ languages
• Remember customer past orders, preferences, loyalty points, and other data
• Support 50+ behavioral signals and cross-channel memory
• Pull live pricing, stock, delivery options, and loyalty perks from your systems
• Track everything via built-in conversation logging, privacy controls, and performance reporting to help you measure impact and stay compliant.

Features layer: your unique needs

No two retailers use Chat to Buy the same way. The second layer adapts the experience based on your priorities, including:

• Automatically reaching out at the right time with relevant reminders and personalized offers to re-engage inactive customers → ~20% reactivation in the first month (10x better than email).
• Suggesting upgrades and bundles naturally within the conversation, not as a last-minute push → 15–30% higher average order values.
• Answering questions about order status and more → 40–60% reduction in support tickets.
• Adding any features you need, such as connecting to your CDP, running onboarding flows, or handling store-specific rules.

Interface layer: sales & customer touchpoints

Your customers don’t shop in one place, and they shouldn’t have to start over every time they switch channels. Customers can ask a question at the store, later receive a follow-up via email, and then chat and reorder through WhatsApp, without ever repeating themselves. The interface is powered by the same AI and memory throughout and brings Chat to Buy to all your touchpoints:

• Website
• WhatsApp
• Mobile app
• SMS
• Email
• Voice
• Kiosks
• In-store devices
• …or anywhere you want it!

Chat to Buy in practice

Solving complex DIY needs

Our client, a leading DIY and home improvement retailer from the Nordics, wanted to support customers working on complex projects without increasing their support team or sacrificing personalization. With thousands of SKUs and seasonal surges in demand, many shoppers needed step-by-step help, like:

“What do I need to build a deck?”

“Which screws work with this board?”

“Is this paint outdoor-safe?”

“How much wood do I need for 12 square meters?”

“Can I pick this up in-store tomorrow?”

Instead of sending them to a support page or hoping they’d figure it out, we helped our client launch an AI-powered project assistant using Chat to Buy, trained on real customer journeys and common DIY builds, and connected directly to the live catalog.

Results

• One intelligent conversation that guides users through entire projects
• 5x longer average session time
• Increased conversion rates and AOV
• Less dependency on seasonal staff.

Re-engaging churned customers

Zorro offers premium pet food and care products for dogs and cats. They cater to pet owners who value purity, dietary specificity, and premium quality, often serving customers whose pets have sensitive or selective needs. With a loyal customer base but a naturally spaced-out reorder cycle, Zorro faced a familiar DTC challenge. How to win back churned customers and increase repeat purchase frequency? But do so efficiently, without over-relying on generic emails or broad remarketing campaigns.

Using Chat to Buy, Zorro launched an AI-powered WhatsApp sales concierge integrated with their CDP and purchase data. It allowed them to:

• Identify lapsed customers based on timing and order history
• Send highly relevant messages at just the right moment
• Carry out the full conversation (product discovery, questions, suggestions, upsells, and reorder) inside WhatsApp, without losing context.

For a brand built on quality and care, Chat to Buy became a natural extension of their customer experience.

Results

• 32% reactivation of churned customers
• Repeat purchases driven through ongoing, personalized chat engagement
• Live in just 2 weeks from kickoff to launch.

The future is conversational

Traditional eCommerce expects customers to figure it out on their own, and that experience costs businesses in missed sales and low retention.

Chat to Buy brings together the tools and context needed to support a purchase from the very first question. It understands what each customer is looking for and keeps the conversation going with relevant data, no matter where they shop.

For brands, that means higher conversions, larger baskets, more returning customers, and fewer support tickets.

For customers, it feels like having a helpful assistant that already knows them and what they want.

The time to act is now. Ready to launch a better way to sell? Get a personalized demo and see how Chat to Buy works with your goals. Prefer to start with a conversation? Reach out to [email protected], and let’s talk!

The post Chat to Buy: The Future of eCommerce Is Conversational appeared first on scandiweb.

When B2B eCommerce platforms become too customized to upgrade, they stop being assets and start becoming blockers. Over time, even once well-functioning systems can become hard to maintain and risky to scale. We often see this in long-running Magento 1 setups, where there is no clear path to upgrade and rising concerns around security and compliance.

Cook Medical needed a platform that could handle the complexity of selling medical devices without making it feel complex. We partnered to rebuild the entire experience on Magento 2, introducing a modern, stable interface with minimal customization, seamless ERP integration, and a new analytics foundation to help internal teams understand how the store was being used.

About

Cook Medical is a family-owned and globally recognized manufacturer that supplies hospitals and healthcare providers with medical devices used in minimally invasive procedures, with a product catalog of more than 15,000 items across various specialties.

Their eCommerce platform isn’t public-facing. Access is restricted by user role, and buyers can only view and purchase products tied to their specific clinical division. That level of control is essential in regulated environments, but it also adds complexity.

Cook Medical’s Magento 1 site had become difficult to maintain and technically fragile. It had reached a point where maintenance and upgrades were no longer practical – years of deep customization made it impossible to upgrade without risking instability or security gaps. The main objective of the migration was to reduce custom code for a cleaner, maintainable Magento 2 setup that could be easily updated and kept secure.

Additionally, limited visibility into product data meant teams couldn’t easily track what users were doing or what they needed.

Project goals

The move to Magento 2 was driven by the need to create a stable foundation, one that would be secure, easier to maintain, and ready for future growth. Key project objectives:

• Rebuild the storefront on Magento 2 with minimal customization to simplify future upgrades
• Migrate 15,000 SKUs and historical data from Magento 1 to Magento 2
• Maintain strict security standards across all system components
• Integrate with SnapLogic middleware for ERP and order data sync
• Preserve strict access rules across medical divisions with role-based permissions
• Make pricing and availability visible at the product listing level
• Introduce site-wide behavior tracking with GA4 and a compliant consent setup
• Improve mobile usability.

Approach

Rebuilding the platform around user needs

Cook Medical’s new Magento 2 site was built using the Luma theme as a base. While Luma isn’t known for cutting-edge visuals, our priority here was usability and making it faster and easier for verified buyers to find the right products, check pricing, and complete transactions.

To simplify the product discovery experience, we introduced:

• Price visibility directly on product listing pages (PLPs), instead of hiding pricing behind requests
• Cleaner navigation and improved mobile responsiveness
• A mandatory verification step at login to ensure that only authorized users could proceed.

Because the storefront is gated and access is restricted based on medical specialty, we worked closely with Cook Medical to preserve their internal logic while improving the interface. For example, cardiology buyers can’t see urology products, and vice versa; permissions cascade accordingly. This access control was retained and restructured for Magento 2.

Throughout the project, we prioritized security and maintainability, minimizing customization and relying on Magento’s native capabilities wherever possible. We created a platform that can be easily patched and upgraded, which is an essential factor for a company operating in a regulated industry.

ERP integration

One of the project’s biggest technical requirements was the integration with SnapLogic, Cook Medical’s chosen ERP middleware. At the start of the project, no functional API was in place, and the scope of integration was still evolving. Before development, we stepped in to support planning, helping the client define what data needed to flow, how, and where.

Our team handled:

• Designing a new SnapLogic API to receive order data from Magento 2
• Enabling SnapLogic to use Magento’s REST API to retrieve user, product, and category data
• Building integration logic to support data flow between Magento 2 and SnapLogic in both directions
• Advising on endpoint structure, parameter requirements, and process sequencing.

The only payment integration required was CardConnect, which we configured to align with Cook Medical’s internal payment handling process.

Analytics setup with GA4

Before the migration, Cook Medical had no analytics framework in place. We began by implementing the WeltPixel dataLayer module, configuring it to track key eCommerce events such as product views, add-to-cart actions, checkout progress, and completed purchases. This allowed us to send structured event data to a newly created Google Analytics 4 property via Google Tag Manager (GTM).

To support Cook Medical’s reporting, we extended the default dataLayer with additional product-specific parameters, including:

• clinical_specialties
• product_type
• reference_part_number
• order_number
• gtin

Other marketing data, such as traffic source, new vs. returning user, average engagement time on the website, approximate visiting location, and tech details such as the browser used for the visit or the device type, are automatically collected by GA4. Ultimately, we consolidated the web behavior & marketing data into one place for better decision-making.

To meet data privacy requirements, we also integrated Cookiebot CMP (Consent Management Platform), allowing users to manage consent preferences while ensuring that tracking scripts only fire after consent is given, which is an essential requirement for global compliance.

Cook Medical now has a robust, compliant, and highly configurable analytics foundation. With GA4 and GTM in place, they have complete visibility into how users interact with the platform, what content drives engagement, areas for improvement, and other insights.

Results

The rebuilt Magento 2 store gives Cook Medical’s internal teams and B2B customers a much clearer and more structured experience. Search performance and product discovery were central to the project’s success. With pricing and availability visible on listing pages and by optimizing navigation for verified users, the site became easier to use and more aligned with how their target buyers place orders.

The new setup is lighter, easier to maintain, and keeps Cook Medical’s digital operations secure and upgrade‑ready.

Customer feedback has been positive, particularly around the improved visibility of key product data. What previously required a manual request or a call can now be completed directly through the interface, without compromising access controls or clinical boundaries.

Project outcomes

• 15,000+ SKUs successfully migrated from Magento 1
• Custom ERP integration delivered and validated via SnapLogic
• Full GA4 analytics implementation with detailed product-level tracking
• Role-based permissions restructured and preserved in Magento 2
• Clean, responsive interface now accessible across devices
• Site launched on schedule over a weekend to avoid disruption, and described by the client as their smoothest launch to date
• Stable, secure, and future‑proofed platform.

Cook Medical has also kicked off a new initiative to integrate Magento 2 with Oracle ERP, expanding the platform’s role in enterprise operations.

Ready to modernize your B2B eCommerce experience? If you’re working with legacy systems or a catalog that demands precision, we’re the team to have by your side. Reach out to scandiweb today, and let’s build a platform that’s functional and easy to use for your team and your customers.

The post Case Study: Dated Magento 1 Migration to a Modern Magento 2 Experience for B2B Buyers appeared first on scandiweb.

Customer experience in luxury eCommerce defines how customers remember the brand. Navigation, layout, language, and even micro-interactions are expressions of the same quality and attention that customers expect from the product itself.

At scandiweb, we treat each CX audit as a structured entry point into long-term growth. Our approach combines expert insight, real customer behavior, and benchmarked data to form a foundation of clarity, mapping the relationship between brand promise and customer journey, and identifying the points where expectation and experience start to drift apart.

This is an immersive process. Rather than applying a standard checklist, we begin our CX audits for luxury and premium brands (as for B2B and B2C brands across an array of other industries) by understanding how the brand defines and presents itself, and then we look for the points in the digital experience that fall short of that definition. That clarity becomes the input for everything that follows, from optimization to redesign to full transformation. Let us elaborate.

A structured discovery for premium CX

When we’re tasked to improve the digital experience of a luxury brand, we treat the first phase as an orientation. The goal is to understand what the brand thinks it’s offering and what the customer is actually experiencing. That gap, often small but critical, is where we usually discover growth.

We approach this orientation through:

• Expert insight to evaluate usability, UX patterns, accessibility, and messaging through the eyes of experienced eCommerce practitioners
• Real customer input via recorded tests with actual brand users, revealing the emotional and behavioral cues that data alone can’t show
• Benchmarking, comparing the brand’s experience against modern UX standards and its direct industry competitors
• Performance data to ground our observations in reality and identify friction in the current customer journey.

We map out what needs to be true for the experience to fully support the brand promise, and then we use that as our direction.

When insight becomes action

Every CX audit produces a long list of insights. But insight without action is just a nice presentation. What transforms our approach into value is how quickly we move from discovery to decision, organizing priorities, scoping fixes, and preparing for implementation.

To do that, we sort findings into three operational layers:

• Quick wins: minor changes that improve experience with minimal effort, often immediately deployable
• UX misalignments: areas where the design doesn’t match user expectations or the brand promise (these are mapped for deeper UX rework or optimization sprints)
• Structural gaps: issues that stem from deeper logic, tech limitations, or architecture, and feed into long-term roadmaps.

By the time the discovery phase concludes, we’ve identified problems and converted them into a structured backlog, organized by impact, effort, and dependency.

What our CX audit looks like in luxury fashion

In a recent CX audit for a premium fashion brand, we conducted a comprehensive experience audit combining user behavior analysis, expert UX review, benchmarking, and direct customer testing. At the end, we produced a roadmap grounded in 130+ distinct recommendations and strategic opportunities. Below are just a few examples of how small experience gaps can have a significant impact.

Homepage insights: structure and scannability

Unclear key content hierarchy

More than half of homepage users failed to reach the brand’s editorial content or key seasonal campaign messaging. High-intent users dropped off after only scanning the top 1–2 content blocks.

→ We proposed a restructured homepage layout, anchored in clear entry points for new arrivals, style stories, and promotional themes, ensuring better visibility above the fold.

Banner designs blending with the layout

Hero banners lacked visual separation from adjacent sections, making it difficult for users to recognize when one theme ended and another began.

→ A recommendation was made to introduce subtle visual cues such as whitespace, typography shifts, and scroll indicators to improve orientation without disrupting elegance.

PDP insights: purchase friction in the details

Fit, fabric, and care info hidden too low

Most testers scrolled to find fabric composition and fit guidance after having added items to their cart, often just to confirm.

→ We suggested repositioning these details directly below the price or CTA, framed in a structured quick-specs format to reduce uncertainty and prevent drop-off.

Color swatch UX causing accidental selections

Users unintentionally changed product variants by interacting with color swatches, expecting them to trigger zoom or detail views.

→ We suggested swatch interactions with hover preview, clear variant change confirmations, and mobile-specific interaction improvements.

Missing section anchors for long-form content

High-value items often had extensive product copy but lacked a clear way to navigate it.

→ We recommended collapsible content blocks or anchored tab navigation for smoother scrolling and better readability on desktop and mobile.

Mobile UX: path to product

Filters rarely used

Mobile filter menus showed a high open rate but very low actual usage. Users found the open/close interaction unintuitive and frequently closed filters before making selections.

→ We proposed a persistent “Filter” chip UI with improved click targets and scroll locking during filter interaction, modeled after top luxury benchmarks.

New arrivals buried

One of the site’s key traffic drivers, new arrivals, was not accessible directly from the homepage or the main navigation on mobile.

→ Added a recommendation to create a mobile-first “Just In” experience with pinned access and adaptive scroll previews.

User testing highlights: behavior patterns

Promotion banners caused hesitation

While most testers recognized site-wide promotions (e.g., free shipping thresholds), several ignored them entirely – not because of irrelevance, but due to presentation that felt “non-premium” or “noisy.”

→ Reworking promo language, tone, and integration into the layout was proposed to match the brand’s elevated feel.

Returns policy anxiety

On mobile, many testers struggled to find return policy details until late in the journey, often not until the cart or checkout stage.

→ To improve confidence earlier in the journey, we suggested a subtle but visible placement of returns messaging on PDPs and a “Returns” link in the mobile navigation.

Benchmarking insights: what competitors do differently

• Product education – competitors more often used editorial-style modules on PDPs to tell the story behind the product
• Checkout clarity – others offered progress indicators, delivery date estimates, and stronger address input UX
• Brand presence in cart – where most kept branding cues and style strong throughout checkout, our client had a notable drop in visual consistency after the cart.

CX optimization project roadmap

A CX audit is the beginning. Its true value comes from what happens next: turning all of the observations into a manageable roadmap for actual experience improvement.

Clients see an avg. of 30% eCR increase in 12 months with scandiweb’s conversion growth program.

We’ve designed a workflow that translates audit output into prioritized implementation:

1. CX audit presentation

Final presentation of the audit to inform future UX/UI updates and optimization roadmap, combining expert review, user testing, data insights, and benchmarking.

2. Client feedback loop

The client team reviews findings and shares feedback on specific recommendations to move forward with.

3. UX/UI for key pages

Based on confirmed priorities, our designers begin crafting updated wireframes and final designs.

4. Conversion growth program

Once redesigns go live, we move into A/B testing, ongoing UX improvements, and CRO-driven iterations. This phase is run by a CRO strategist, but the client gets a full exposure to all scandiweb growth team knowledge and skills to ensure the program is successful. Each sprint concludes with a detailed report outlining the completed tasks and priorities for the next sprint. Through bi-weekly standups, monthly program reports, quarterly roadmap reviews, and ROI reporting, we align on performance. The original CX audit becomes a living roadmap for continued optimization.

Are you ready to see your digital experience through your customers’ eyes and build a roadmap for meaningful change? Reach out to our team to schedule a free individual consultation and develop a growth plan tailored to your business.

The post Inside scandiweb’s CX Audit Workflow for Luxury Fashion Brands appeared first on scandiweb.

More shoppers are now turning to ChatGPT to find products. OpenAI’s recent “Buy it in ChatGPT” launch makes chat-based shopping smoother than ever. Customers can search, choose, and pay for products without leaving the conversation. It’s the first real step toward agentic commerce and the next phase of conversational commerce.

Understanding how it works helps eCommerce teams connect their systems to handle new sales coming directly from ChatGPT.

Key takeaways

• Agentic commerce allows customers to buy products directly inside ChatGPT.
• OpenAI launched Instant Checkout with Etsy and plans to expand to Shopify and more platforms.
• Brands on Magento / Adobe Commerce don’t need to replatform to enable this channel, but integration requires a product feed, checkout API, delegated payment flow, and webhooks.
• Early adoption gives merchants visibility in AI-driven product discovery.

What is agentic commerce?

Agentic commerce is the ability to discover and buy products directly inside an AI chat like ChatGPT.

Think of it as an AI shopping assistant that doesn’t just recommend items but completes the purchase for you. The customer stays in the conversation, confirms what they want, and approves payment while the AI securely coordinates the checkout with the merchant’s backend.

Agentic commerce isn’t a scripted dialog that redirects users to a site. It’s a fully functional shopping flow managed by an AI agent following open standards like the Agentic Commerce Protocol (ACP). The merchant still processes the order and handles fulfillment, while ChatGPT acts as the user’s assistant, not a middleman.

“Buy it in ChatGPT” at a glance

OpenAI’s “Buy it in ChatGPT” feature is the first live example of this model. With Instant Checkout, users can find a product and complete payment in the same chat. ChatGPT sends the order directly to the merchant, who fulfills it through their existing systems.

It’s a single, continuous conversation that takes the user from search to purchase.

Also read:
Chat to Buy: The Future of eCommerce Is Conversational

How “Buy it in ChatGPT” works

The Instant Checkout process follows four stages: discovery, checkout session, delegated payment, and fulfillment. Each stage connects ChatGPT to the merchant’s systems through standardized APIs defined in the ACP.

The AI guides the user through product discovery, builds an order via secure API calls, hands off a payment token, and notifies them once the merchant confirms shipment.

Product discovery

ChatGPT starts the journey with a product feed provided by the merchant. The feed includes titles, prices, stock levels, and images, refreshed frequently to stay accurate. ChatGPT uses this feed to show relevant results and only displays a “Buy” button when an item is available and supports Instant Checkout.

In simple terms, the feed replaces the product page: it’s how the AI knows what’s for sale and whether it’s in stock. Keeping that data clean and current ensures every purchase maps to a valid product.

Checkout sessions

When the shopper clicks “Buy” in the chat, ChatGPT sends a secure API request to the merchant’s system to create a new checkout session.

The merchant’s backend (Adobe Commerce, Shopify, etc.) stores the order details like product, quantity, shipping, taxes, and sends back a structured response. ChatGPT uses that response to guide the shopper through the rest of the checkout steps (address, shipping, payment).

Each time the shopper confirms or changes something, ChatGPT sends another request to the same session on your system. And when the shopper approves payment, ChatGPT triggers the complete call, and your system finalizes the order.

If something goes wrong – say an item is out of stock or an address is invalid – ChatGPT shows the message right in the chat, so the user can fix it.

Payments

Payment is handled through delegated payments, not by ChatGPT itself. When the user chooses to pay, ChatGPT generates a Stripe Shared Payment Token (SPT) which is a secure, single-use token that represents the payment method. The token has a limited scope (merchant, amount, expiration) and contains no raw card data, keeping PCI scope minimal.

The merchant’s backend redeems the token via Stripe or another payment service provider to process the charge. While Stripe SPT is the first implementation, other payment service providers are expected to support the same standard. The merchant still reconciles, settles, and refunds directly through their payment system.

Fulfillment and order updates

After payment, the order enters the merchant’s normal fulfillment flow. The merchant sends order webhooks back to OpenAI to keep the chat updated with real-time status: created, confirmed, shipped, or canceled. Each event is signed for verification and retried automatically if delivery fails.

The user can check their order status in ChatGPT, receiving messages like “Your order has shipped” or “Delivery expected tomorrow.” This keeps customers informed after purchase without needing to visit another site or app.

Who can sell via ChatGPT today?

Right now, Instant Checkout is live for U.S.-based Etsy sellers, making their listings available for direct purchase inside ChatGPT. Shopify merchants are next in line, with testing already under way and broader access expected soon.

At launch, Instant Checkout supports single-item purchases only (one product per order) but OpenAI’s roadmap includes multi-item carts, expanded categories, and more regions beyond the U.S. Over time, other platforms and enterprise merchants will be able to join by implementing the open Agentic Commerce Protocol.

Why it matters for merchants

Agentic commerce gives brands a new way to sell without changing their existing store setup. It cuts down the steps between interest and purchase. With ChatGPT checkout, a shopper can complete an order the moment they decide to buy.

You stay the merchant of record, running payments, taxes, fulfillment, and support through the systems you already use. There’s no need to move platforms or change providers.

In today’s market, we can’t ignore the fact that shoppers will always choose the easiest option. Making checkout faster and simpler can be the difference between gaining a customer and losing one.

Beyond higher conversions, agentic commerce also means you:

• Keep full control of customer data and post-purchase communication
• Reach new audiences through AI-driven product discovery
• Continue using your existing platform and payment provider
• Gain an early-mover advantage as this new buying model becomes the norm.

Also read:
Case Study: Conversational Commerce Brings 31% of Churned Customers Back

Integrating agentic commerce with Adobe Commerce/Magento

Enterprise merchants on Adobe Commerce (Magento) can enable agentic commerce without replatforming. Magento already has most of what you need – a product catalog, order management, and APIs. The job is to create a few new connections, so ChatGPT can talk to your store using the Agentic Commerce Protocol.

Here’s what needs to be in place:

1. A clean, regularly updated product feed that includes product titles, prices, stock levels, and images. This is how ChatGPT knows what’s available to buy.
2. A checkout sessions API that allows ChatGPT to create, update, and complete orders, validating addresses and shipping options while avoiding duplicate orders.
3. A payment module that supports secure, one-time payment tokens (like the Stripe Shared Payment Token) so charges happen safely without exposing card data.
4. Order webhooks that send real-time updates back to ChatGPT when an order is created, shipped, or canceled, with automatic retries for reliability.
5. Monitoring and logging to track API errors, webhook delivery, and system performance, alerting your team if something slows or fails.

You’ll need a small team to make it happen: a backend developer to build the APIs, a payments engineer to handle the delegated payment flow, DevOps to manage performance and monitoring, a security lead to review PCI compliance, and QA to test everything in a sandbox before launch.

All of this happens in the backend. Once live, these updates connect your Magento store directly to ChatGPT, allowing shoppers to discover and buy your products inside the chat.

Also read:
Top 16 AI Agent Development Companies in 2025

Security, PCI, and fraud

Handling payments through ChatGPT introduces a new connection between systems, so security needs clear attention from the start.

Tokenization keeps card details out of Magento. ChatGPT never stores or sends raw card numbers. Instead, it uses a Stripe Shared Payment Token which is a single-use code linked to a specific merchant, amount, and expiration. Magento’s existing Stripe integration redeems this token to process the payment, meaning sensitive data never passes through your servers.

To strengthen security even further:

• Turn on 3D Secure (3DS) or Strong Customer Authentication (SCA) where regulations require it
• Keep your payment provider’s fraud checks active: address verification, velocity limits, and risk scoring still apply
• Log API calls and webhook events with sensitive details masked so you can trace issues without exposing data
• Test everything in a sandbox before launch, including failed sessions, expired tokens, and duplicate transactions.

Costs, timelines, and KPIs

Adding Instant Checkout to Magento or Adobe Commerce doesn’t mean rebuilding your store. The time and cost of integration depend on how much you choose to pilot and how ready your systems are.

A small pilot covering one product line typically takes 4–8 weeks with a backend developer, a payments engineer, and QA. Expanding to your full catalog with monitoring and automated testing may take up to 10–14 weeks.

At the moment only approved white-label merchants can participate in Buy it in ChatGPT. Merchants need to apply and be accepted into the program through OpenAI’s official merchant portal.

Fees are straightforward. OpenAI applies a small per-transaction fee for Instant Checkout, while payment processing continues through your existing provider (like Stripe, Adyen, or Braintree) at their usual rates. There are no extra licenses or platform fees.

Once live, track performance using a few key agentic commerce metrics:

• Conversion rate
• Average order value (AOV): whether chat-based orders are larger or smaller than your site’s average
• Time to checkout
• Incremental revenue: whether sales come from new customers or existing ones
• CAC payback: how quickly you recover acquisition costs through completed sales.

Also monitor operational metrics like API uptime, webhook delivery, and refund speed. Together, these show how well your agentic commerce channel performs and where to focus improvements.

Build your integration vs buy

The choice between building your own integration or using an existing one depends on how quickly you want to launch and how much control you need. Magento’s flexibility allows both.

If your goal is speed, start with an existing agentic commerce Magento module. You can install an open-source ACP extension, connect your product feed, and configure checkout endpoints in a matter of weeks. It’s the fastest way to test Instant Checkout with minimal engineering effort.

If you need control, a custom integration is the better route. Developers can build APIs and webhooks directly into Magento, tailor them to your payment provider and ERP, and optimize for performance, error handling, and logging. This path takes longer but gives you full ownership of architecture and data flow.

If you prefer a turnkey rollout, work with an implementation partner familiar with Magento and ACP like scandiweb. A partner can coordinate between your eCommerce, payments, and operations teams, ensuring delegated payments, feeds, and webhooks all run smoothly.

Also read:
Top AI Agencies in 2025: Who’s Leading AI Strategy & Development

Many merchants take a hybrid approach: launch quickly with a module, then extend it to meet enterprise requirements and brand logic once results justify scaling.

And if your store runs on Hyvä, there’s no conflict. Hyvä handles the frontend; agentic commerce sits entirely on the backend. Your site design, checkout styling, and user experience remain untouched.

Risks, limitations, and how to mitigate

Like any new channel, Instant Checkout comes with some constraints. Understanding them early helps teams prevent avoidable downtime and protect the buyer experience.

Single-item checkout

Right now, shoppers can only purchase one product per transaction. Treat it as a pilot opportunity: focus on your bestsellers, curated bundles, or limited collections. Then, use post-purchase messaging or email flows to cross-sell complementary products.

Regional and merchant availability

Instant Checkout is currently limited to U.S. merchants and buyers and is available only to approved white-label merchants. Wider access and regional expansion are expected later, so it’s worth preparing your systems now for localization, taxes, and currency handling.

Catalog accuracy

Out-of-date stock or incorrect prices will cause failed orders. Automate product feed refreshes every 10–15 minutes and validate stock during each checkout session. A clean, accurate feed is the single best defense against order errors.

Error handling

Delays or missing data can break the checkout flow. Build your integration so it can safely retry the same request without creating duplicate orders, and make sure any error messages are clear enough for ChatGPT to show the user what went wrong.

API performance and uptime

Fast responses keep checkout smooth. Try to keep your integration’s response time under half a second and monitor it constantly. Set up simple alerts so your team knows right away if requests slow down or fail.

Support and refunds

Some users may message ChatGPT instead of your support team. Include clear order confirmation and contact details in every response, and ensure webhook updates sync with your helpdesk or CRM, so customer service stays consistent.

Action plan: 7 steps to launch Instant Checkout

A structured rollout keeps the project moving smoothly from idea to live orders. Use these steps to enable Instant Checkout on Magento or Adobe Commerce:

1. First, apply for approval from OpenAI. Only accepted white-label merchants can currently participate in Buy it in ChatGPT, so start by submitting your application at chatgpt.com/merchants.
2. Choose a product line for the pilot and assign clear owners for backend, payments, QA, and security.
3. Make sure you have a clean, accurate product feed with titles, prices, stock, and images, updated every 10–15 minutes.
4. Build and test checkout APIs that create, update, and complete orders, including proper validation and error handling.
5. Connect your payment provider and set up Stripe Shared Payment Token or another secure token system for delegated payments.
6. Send order updates such as created, shipped, and canceled to ChatGPT, and add automatic retries for failed deliveries.
7. Run sandbox tests to monitor speed and reliability, then set up alerts for any failed or slow requests.
8. Review security, switch to production, brief support, and start tracking performance after go live.

Most teams can complete this in four to eight weeks. Partnering with an experienced Magento and ACP team can speed up delivery, reduce errors, and ensure your integration is ready for scale from day one.

Conclusion

Agentic commerce has already changed how people shop. Joining Instant Checkout keeps your brand visible where customers are already making purchase decisions, while you keep control of payments, orders, and data.

To get started, prepare your agentic commerce checklist, make sure your integrations work correctly, and track early results to see the impact.

Ready to integrate ChatGPT Instant Checkout in your store? scandiweb is the world’s most certified Magento / Adobe Commerce agency with proven experience in AI-driven commerce. Contact us to get a clear, step-by-step roadmap for integrating agentic commerce and turning ChatGPT into a new sales channel for your brand.

Frequently asked questions

Do I need to replatform for agentic commerce?

No. You can enable Instant Checkout on your existing Magento, Shopify, or Salesforce Commerce Cloud store by adding new APIs and a product feed. Your core systems, checkout logic, and payment provider stay the same.

Who owns the customer in ChatGPT checkout?

You do. The merchant remains the merchant of record, owning customer data, payment processing, and fulfillment. ChatGPT only facilitates the conversation and securely passes the order details.

How do refunds and returns work in agentic commerce?

Refunds and returns follow your existing process. The merchant initiates them through their payment provider and updates the user through webhooks or email, just like any other online order.

How do payments work in ChatGPT Instant Checkout?

Payments use delegated tokens issued by your PSP. The customer approves the purchase in ChatGPT; the merchant redeems the token to capture the payment on their existing account.

How long does agentic commerce integration take?

A focused pilot can go live in 4–8 weeks. Most of the effort is backend work: building checkout endpoints, testing delegated payments, and configuring webhooks for order updates.

What’s different for Magento vs Shopify merchants?

Shopify and Etsy merchants are pre-integrated with OpenAI. Magento merchants can join by implementing the open Agentic Commerce Protocol. It’s flexible, self-hosted, and works with any PSP.

How do order webhooks work in agentic checkout?

Webhooks send order status updates (created, shipped, canceled) from your system to ChatGPT. They keep the user informed in real time and mirror your standard OMS or ERP events.

Will agentic commerce cannibalize my site traffic?

Unlikely. Agentic commerce creates a new purchase path for customers who already use AI to shop. It complements your store and adds incremental conversions, not competition.

How does ChatGPT handle taxes and shipping?

Your system calculates both. ChatGPT passes the address; your checkout session returns tax and shipping totals so the customer sees accurate costs before confirming.

Can I customize the checkout flow?

Yes. You control available shipping options, payment methods, and order rules. ChatGPT simply reflects what your API provides.

What happens if an API call fails during checkout?

ChatGPT displays the error message returned by your endpoint, and the user can retry. Use idempotent requests and detailed error codes to ensure clean recovery.

The post Agentic Commerce Explained: How ChatGPT Is Changing Online Shopping appeared first on scandiweb.

The demand for ad creatives has never been higher, and neither has the pressure to produce them faster. Whether running 5 campaigns or 50 at your company, you’re probably asking a similar question to everyone else right now: 

How are we going to complete all these visuals on time?

Creative production has traditionally been a bottleneck (especially with Black Friday or any sales season approaching), requiring styled photoshoots, stock image hunting, endless design rounds, and so on. With generative AI, there’s now a better way to approach this.

At scandiweb, we’ve trained and tested various AI tools to create high-performing visuals for ads. In fact, we produced over 100 high-performing ad creatives for different clients in just two weeks. Let’s explore how to use AI to your advantage – we’ll showcase real examples, share performance insights, and give you a blueprint to speed up creative production.

Sneak peek:)

Key takeaways

• AI ad creatives can match and often outperform traditional production, without the need for photoshoots, product shoots, stock images, or lengthy design timelines.
• What separates effective AI ads from the noise is clarity of intent.
• AI ads benefit from rapid testing and iteration.
• In real campaigns, AI creatives delivered high CTRs and low CPCs, proving their value across industries and formats.

The problem: always waiting on visuals

As digital ad platforms change and competition intensifies, brands are expected to appear everywhere, all the time. Traditional creative production can’t keep up. Producing a single set of high-quality visuals typically involves:

• Product photography or styled shoots
• Creative briefings and revisions
• Copy and design iterations
• Format adjustments for multiple channels.

Multiply that by every target audience, product line, message variant, and platform format, and suddenly your one campaign needs dozens of ad assets just to launch. That can result in:

Delays in launching campaigns because assets aren’t ready
Missed testing opportunities, limiting performance insights
Creative fatigue, with reused or generic visuals
Lower ROAS, simply due to visual underperformance.

Your media spend is only as strong as the creatives behind it. Luckily, there’s now a faster, smarter way to deliver them.

The solution: AI-generated ad creatives

Integrating AI into the ad production workflow allows for keeping up with any campaign schedules. Using tools like MidJourney, Runway, Veo3, ChatGPT, and Flora, our Paid Media team has built entire campaign asset libraries from scratch. No product photos and styled shoots needed for any of our clients.

Lifestyle banners, background visuals for motion ads, demos, side-by-side comparisons, or new assets to test messaging variations – with the right approach, you can have full control over the output.

When to use AI for ad creatives

Use AI-generated ad creatives when:

• You need to launch quickly without waiting on styled shoots or internal design resources
• You want to test multiple messaging angles (value-based, product-first, social proof, etc.)
• You’re running seasonal or short-term campaigns
• You want creative diversity
• You’re scaling to various platforms and audiences.

AI is ideal for creating all kinds of ads, including lifestyle visuals that place the product in a real-life context, demo-style images and UI overlays, social proof formats (reviews, ratings, testimonials), background visuals and motion graphics, and conceptual or metaphorical visuals that draw attention.

That said, AI isn’t a fit for every use case. Highly regulated industries or products that require precise accuracy might still need human-led design. But for the majority of brands, proper use of AI offers an advantage that’s hard to ignore.

AI in your campaign workflow

Here’s how a modern, AI-powered creative workflow might look:

• Define the campaign goal – are you building awareness or converting repeat customers? This determines the creative type.
• Generate visual concepts with AI tools – use text-to-image prompts, product references, or overlays to create a variety of visuals. 
• Test multiple variants – launch with 2–3 creative directions across platforms. Focus on A/B testing hooks, imagery, and formats.
• Refine based on data – double down on what’s working, then re-generate and adjust.
• Once you find a winning format, replicate it.

The faster you create, the more you can refine and witness performance start to build. This process would otherwise take weeks, but it’s significantly faster when assisted by AI. It’s particularly powerful when paired with high-volume campaign calendars, such as Black Friday, back-to-school sales, spring launches, or other seasonal sales campaigns.

Take a look at some of the stand-outs from our AI Creative Library!

How to make AI creatives that work

You have to remember users are currently hit with AI-generated content from every direction. Ads that work won’t be flashy but thoughtful. Realism plus subtle creative flair will build trust where gimmicks won’t. Think cool transitions and unexpected metaphors to catch attention. 

AI can generate anything. That’s the problem and the opportunity. Before you start prompting, ask “what’s the ad supposed to do?” Build trust? Educate, inspire action, show the product in real life? Reassure a skeptical buyer? The goal dictates the style and format of the creative.

Here’s how to make sure your AI-powered ads actually convert. 

Focus on user-led storytelling

One of the most effective creative angles right now? Show, don’t tell.

• Use AI to simulate UGC-style visuals, product-in-use scenarios, or day-in-the-life settings
• Emphasize the real-world benefit, not just the product
• Add elements like quotes, testimonials, or messaging overlays that anchor the creative in relatability
• Even if the visuals are not real, they should feel grounded in everyday life.

Add a visual twist

AI excels at creating subtle surrealism, but use that power strategically to catch attention without confusing the viewer:

• A background that moves while the product remains still
• A visual metaphor that conveys a product benefit
• A juxtaposition of two ideas (e.g., natural ingredients + clinical effectiveness).

If something looks too fake or too AI, it won’t convert. Shoppers are savvy, so you should still prioritize realistic lighting and proportions, avoid overly stylized or uncanny imagery, use reference images for consistency and brand alignment, and blend AI visuals with human-written copy and proven ad formats.

A/B test fast and often

Because AI allows you to generate multiple versions in hours, not days, you can quickly test different product angles, color tones, background context, emotional vs. rational creative tone, etc. Use performance data to refine your prompts. 

AI can create high-quality, on-brand visuals tailored to the campaign goal super fast. What’s more, our testing proves they work. Let us show you!

Case studies: AI ad creatives in action

Trust-building creatives for pet products

AI model: ChatGPT image generation with product reference

Goal: Build trust and conversions through social proof, tailored for pet owners

• Impressions: 15,312
• Click-through rate: 0.63%
• Return on ad spend: 10.55

Why it worked: realistic, relatable imagery paired with a genuine-sounding customer review hits home with pet owners, especially those dealing with sensitive digestion issues.

AI model: Runway

Goal: Educate and convert by visualizing high-quality ingredients

• Impressions: 39,686
• CTR: 0.50%
• ROAS: 9.50

Why it worked: ingredient awareness is a key driver for health-conscious shoppers; the visuals convey freshness and quality without needing photography.

Credibility in ads for a wellness brand

AI model: Flora GPT, Sora, Midjourney

Goal: Encourage action by showcasing consultation with Swiss doctors

• Reach: 160,158
• CPC: 3.14 CHF
• CPM: 1.61 CHF

Why it worked: emphasizing credibility helps move users from awareness to action, while visual realism plus healthcare-centric messaging builds trust.

AI model: Flora GPT, Midjourney, Runway

Goal: Inspire confidence and conversions for MS symptom management services

• Reach: 202,395
• CPC: 3.20 CHF
• CPM: 1.67 CHF

Why it worked: a blend of hopeful messaging and empowering visuals, conveying discretion, ease-of-use, and professionalism.

Video content enriched with AI

Goal: Drive efficient clicks and form submissions at low cost

• CTR: 3.65%
• Link Clicks: 235
• Reach: 4,860

Why it worked: combining real footage with AI-enhanced visual storytelling created credibility while catching attention. 

Goal: Capture attention and drive contact signups through a storytelling-led format

• CTR: 3.45%
• Link Clicks: 207
• Reach: 4,786

Why it worked: the animated format created an emotional hook while staying brand-appropriate. It delivered a relatable, human feel, resulting in the highest contact volume of the test group.

So, it’s official, AI has entered the paid media toolkit as a high-performance solution. If properly trained, AI-generated visuals can be on-brand, performance-driven, and scalable across platforms, converting effectively.

We’ve seen firsthand how AI-generated ad creatives:

• Help teams produce campaign assets faster and at higher volume
• Deliver visuals that align with brand and messaging goals, without needing custom photos or stock images
• Enable faster testing cycles, improving creative insights and campaign outcomes
• Perform across different formats – motion graphics, lifestyle ads, review-based visuals, and so much more.

Ready to launch your best-performing ads with ease? Our AI and Paid Media teams have already created hundreds of high-performing creatives for clients across industries, and we’re just getting started. Book a free consultation, and let’s figure out how AI can improve your ads and your broader marketing operations!

The post These Ad Banners Are AI-Generated, but the Clicks Are Real appeared first on scandiweb.

Many long-standing retailers have built their online success on Magento 1. However, as the platform aged, maintaining performance and introducing new functionality has become increasingly difficult. 

That’s why Shopify has become a popular choice for many brands today, even those managing complex catalogs and detailed customer journeys. It offers a faster launch cycle, built-in security and hosting, and easier management without heavy technical maintenance.

When it was time to modernize its digital store, J.R. Dunn, a leading U.S. luxury jeweler, chose Shopify for its flexibility, speed, and simplicity. Here’s how the new Shopify platform helped the brand reach new milestones without compromising its luxury identity.

About

Founded in 1969 in Florida, J.R. Dunn is a family-owned luxury jeweler and an authorized Rolex retailer, serving customers across the U.S. for more than five decades. Known for its exceptional craftsmanship and service, the company manages over 3,000 monthly orders during peak seasons and operates one of the most comprehensive online collections of certified diamonds, engagement rings, and timepieces.

Partnering with scandiweb allowed the brand to update its digital experience while maintaining the same standard of elegance and reliability its customers expect.

Project goals

J.R. Dunn wanted to:

• Migrate from Magento 1 to Shopify without data loss or downtime
• Preserve data integrity across 150,000+ diamond SKUs
• Build custom shopping flows for diamonds and rings, allowing customers to browse, configure, and reserve jewelry with ease
• Ensure scalability for large catalog management with vendor integrations and real-time syncing
• Prepare for future ERP and automation integrations
• Create a stable, easy-to-use, modern platform that supports continuous growth.

Challenges

At the start, the project team compared Magento 2 and Shopify to determine which would better meet the business’s needs. Magento 2 offered greater customization but at higher cost and complexity. Shopify provided faster implementation, simpler management, and built-in stability. Therefore, the final choice favored Shopify’s operational agility and cost predictability.

Read more:
Magento Open Source vs Shopify: Which eCommerce Platform is Right for Your Business?

Migrating from Magento 1 to Shopify

The migration was technically complex due to inconsistent data and legacy customizations accumulated over years on Magento 1. Scandiweb built custom migration scripts and cleanup workflows to transfer every diamond, ring, and setting accurately while redesigning the storefront to restore a consistent luxury look.

Over time, the legacy Magento 1 site had been modified in many small, unplanned ways, making it harder to maintain and visually inconsistent. The new Shopify build needed a cleaner, more organized design that looked polished and was easier to manage long term.

Migrating from Magento 1 to Shopify

The migration was technically complex due to inconsistent data and legacy customizations accumulated over years on Magento 1. Scandiweb built custom migration scripts and cleanup workflows to transfer every diamond, ring, and setting accurately while redesigning the storefront to restore a consistent luxury look.

Over time, the legacy Magento 1 site had been modified in many small, unplanned ways, making it harder to maintain and visually inconsistent. The new Shopify build needed a cleaner, more organized design that looked polished and was easier to manage long term.

Managing 150,000+ diamonds

A critical challenge was managing a massive, multi-vendor diamond catalog efficiently within Shopify’s limits. Off-the-shelf apps were evaluated but lacked flexibility, control, and scalability.

Scandiweb proposed building a custom diamond management app that automatically synced product data from five suppliers, managed live inventory and pricing, and unified vendor information into a single, standardized structure.

Handling Shopify’s product filtering limitations

Shopify’s native filtering caps functionality at roughly 5,000 products per collection, which was a major limitation for J.R. Dunn’s catalog of over 150,000 diamonds. Without an alternative solution, customers wouldn’t have been able to efficiently browse or filter by key attributes like cut, clarity, or carat.

As a solution, scandiweb integrated the Fast Simon SDK to unlock advanced search, smart faceted filtering, and instant product recommendations, ensuring smooth navigation at scale.

ERP integration delays

The project’s initial plan relied on a new ERP serving as the single source of truth for product data. However, when the ERP migration was delayed, scandiweb adjusted by performing a full product import and sync based on SKUs, keeping the setup ready for a future ERP connection.

Approach

Foundation and UX alignment

Before development began, scandiweb worked closely with J.R. Dunn to plan how the new Shopify store would look and perform. The goal was to combine a smooth shopping experience with a structure that could handle a large catalog, multiple vendors, and SEO needs from the start.

A focused UX review shaped the theme selection, design direction, and performance goals. The store was built on a customized version of scandiweb’s Satoshi theme, chosen for its ability to deliver a luxury look while staying fast and scalable. In parallel, the team designed a diamond management strategy to unify vendor data and keep the brand experience consistent across every product touchpoint.

SEO migration

Scandiweb treated SEO as part of the build, not an afterthought. A “5 + 1 step” migration plan included technical setup, redirect mapping, metadata migration, QA, and post-launch monitoring. A three-phase audit (before, during, and after launch) helped preserve traffic and rankings.

Interestingly, Shopify’s fixed URL structure, often seen as a limitation, actually worked to J.R. Dunn’s advantage by standardizing the site’s architecture and reducing metadata inconsistencies. All product and collection URLs now follow the same clean, predictable format, making it easier for search engines to crawl and for customers to navigate.

After launch, the SEO team monitored site performance for several weeks, checking redirects, sitemaps, and keyword rankings to make sure search visibility and traffic remained stable during the transition.

Read more:
Shopify SEO Case Study: URL Restructure Leads to +150% in Conversion Rate

Core features and functionality

To recreate and enhance J.R. Dunn’s Magento experience on Shopify, scandiweb built a platform that balanced performance, scalability, and luxury presentation.

• Custom Shopify app imports and syncs data from five vendors, managing over 150,000 diamond listings.
• Diamond reservation system allows customers to view, request, and reserve stones directly through Shopify Admin.
• Ring Builder tool lets customers pair diamonds with settings, built natively without third-party apps.
• Fast Simon SDK integration enables advanced search, filtering, and personalized recommendations.
• Unified design system applies across the homepage, PLPs, PDPs, cart, and key content pages for a consistent, high-end look.

The custom diamond app became the main data hub for the store. It brings together vendor feeds, updates pricing and availability automatically, and connects related tasks like reservations and reporting. This means that J.R. Dunn can now cut down on manual work and continue to grow without major changes to the system.

Infrastructure and scalability

Since J.R. Dunn handles high traffic and large order volumes during peak seasons, the store needed a stable setup that could scale easily. Scandiweb used ReadyMage as part of the build and post-launch environment strategy. This setup allows the store to run smoothly, connect with new systems like the ERP when ready, and keep improving as the business grows.

With minimal hosting costs for the custom diamond app and no third-party licenses, ongoing maintenance remained predictable and low.

Results

The Shopify migration was completed in 6.5 months, covering all critical data and design requirements:

• Migrated 10 CMS pages
• Migrated 1,000+ categories, 25,000+ simple products, 68,000+ customers, and 72,000+ historical orders
• Built a custom diamond app importing over 150,000 diamonds from five vendors
• Achieved a perfect SEO score of 100 at launch
• Delivered a stable, high-performance store ready for future ERP integration.

The work continues with planned design updates, faster page loading, and a gradual move to ERP-managed product data, supported by ongoing help from scandiweb.

Looking to migrate from Magento 1 to Shopify? Scandiweb helps established retailers move to modern, flexible platforms while preserving data integrity and performance. Get in touch with our team to discuss the right migration path for your business.

The post Case Study: Magento 1 to Shopify Migration for a Luxury Jewelry Brand appeared first on scandiweb.

After past attempts to build a direct-to-consumer (D2C) channel didn’t stick, Sports Group Denmark was eager to get it right. During our partnership, we reengineered their eCommerce infrastructure, resulting in a 10x increase in revenue and a long-term growth engine for the business.

About

Sports Group Denmark is a multi-brand group in the sports and fashion industry. With a strong presence in B2B retail, the company manages over 20 brands and has an established network of distributors and physical retail partners. Their goal was to expand into D2C eCommerce without disrupting existing sales channels. After previous eCommerce efforts failed to deliver, the company partnered with scandiweb to build a stable and performance-driven D2C eCommerce solution.

Project goals

• Build a modern D2C infrastructure for 20+ brands
• Rebuild ERP and PIM connectors
• Launch mobile-first brand websites on Magento
• Ensure brand design teams can collaborate efficiently with development
• Improve brand visibility and consumer perception and trust
• Make the site accessible across languages, devices, and regions
• Support order management and customer self-service.

Challenges

The company’s legacy backend infrastructure was unable to support scaling to 20+ brand websites. ERP and PIM connectors needed a complete rebuild to sync product and inventory data at scale.

Each brand had its own identity, visual language, and business logic. Balancing that individuality with a unified Magento setup required flexible architecture and clear collaboration. Additionally, the first three stores were required to go live within 7 months.

Approach

Our joint project structure integrated internal brand-specific designers with scandiweb’s developers. This way, each store reflected its brand DNA while adhering to best practices in UX and performance. Our development team worked on: 

Custom Magento development

We customized Magento to support:

• One-page checkout
• Visual search suggestions with product thumbnails
• Customer dashboards for profile management, order tracking, wishlists, subscriptions, and more
• Multi-language and multi-region configurations.

Connector reengineering

We rebuilt ERP and PIM connectors to handle product, order, and inventory data across all brand stores, ensuring real-time product and inventory sync and efficient order routing to a robotized Autostore warehouse.

UX and accessibility-first design

All sites were built mobile-first, with clean navigation, structured product categorization, highly accessible frontends, and ongoing work toward full accessibility compliance.

Key D2C features included:

• One-page checkout for faster conversion
• Visual product search suggestions
• “My Account” dashboard for full customer self-service
• Support for multiple local languages and regional settings.

Results

Sports Group Denmark went from zero to…

• 25 daily orders across new D2C stores
• Revenue growth by 10x in 12 months
• 600+ newsletter signups in the first 3 months
• 230+ active customer accounts within 3 months of launching “My Account”.

Rebuilt backend systems now support over 20 brands under a single, scalable Magento-based framework. Stores are optimized for cross-border trade with multi-language and multi-region capabilities, and efficient PIM and ERP integrations enable smooth fulfillment, including real-time inventory and order tracking. In just one year, Sports Group Denmark transformed its D2C channel from a stalled initiative into a company growth driver.

Looking to achieve the same results with your D2C eCommerce? At scandiweb, we deliver high-performance Magento stores that scale with your ambition. Let’s talk about ways to reimagine your digital channels.

The post 10x D2C Revenue Increase through Magento Transformation for Sports Group Denmark appeared first on scandiweb.

Beyond products, online customers nowadays buy experiences. That means the pressure is on for B2C companies to deliver more than just a good-looking storefront. Every page, interaction, and every second of load time has to earn its place. 

In this article, we’re showcasing standout B2C websites we’ve built across fashion, footwear, home goods, electronics, luxury, food, outdoor, telecom, and even non-profits: global names like PUMA and JYSK, design-led brands like HOPE and Lafayette 148, and more. If you’re building or scaling a B2C store, these examples will give you ideas worth stealing.

What makes a great B2C eCommerce website

In B2C eCommerce, first impressions matter, but they’re just the beginning. A beautifully designed homepage means nothing if the site loads slowly, the filters don’t work, key info is hidden, or checkout feels like a maze. Customers expect more. 

The best-performing B2C sites are lightning-fast and optimized on mobile, guide users from discovery to checkout without friction, make every user feel special, and are built on stable and secure tech stacks.

Design still plays a significant role in communicating a brand and building loyalty. But the real magic happens when design is backed by great performance and smart, tailored UX. Let’s take a closer look.

1. PUMA – global performance with market-specific PWA stores

PUMA’s global eCommerce presence is built on Adobe Commerce with ScandiPWA. Argentina, the Middle East, Mexico, and the global main store are tailored to local markets while maintaining global brand consistency. With region-specific payment methods, legal compliance features, and UX enhancements to personalize customer journeys, the platform supports high performance and local relevance.

Each market runs on a shared codebase but operates independently, allowing teams to reuse features while customizing features and integrations as needed. PUMA’s infrastructure supports high SEO scores and fast load times across devices, ensuring consistent growth and reach in new regions.

Technology

• Platform: Adobe Commerce (Magento 2)
• Frontend: ScandiPWA
• Hosting: ReadyMage (PWA-optimized)
• Integrations: Brightpearl, Novomind, Adyen, Mercado Pago, Hyperpay, DotDigital, Segmentify, EnvioPack, Insider

Highlights

• Country-specific features like ID validation, legal invoicing (Argentina), and Arabic RTL support (Middle East)
• Partial order cancellation, installment logic, and custom checkout flows for reduced friction
• Custom integrations with OMS, ERP, CRM, payment providers (Adyen, Mercado Pago, Hyperpay), and marketing tools (DotDigital, Segmentify)
• Localized visual elements & personalization
  • PWA frontend offers an app-like experience with smooth transitions and animations, especially effective in markets like Mexico
  • Optimized single-page checkout improves conversion by reducing friction and visual clutter
  • Smart product recommendations powered by Segmentify and Insider, including “recently viewed,” “bought together,” and category-specific widgets
  • Mini product swatches and add-to-cart buttons on PLPs boost engagement by making browsing and purchasing faster
  • Campaign-driven personalization with Insider, serving contextual recommendations on landing pages and CMS blocks
  • Sticky CTAs and mobile-friendly layouts
• 80+ Lighthouse scores and 700–800+ SEO health scores across markets
• Shared global project management layer ensures scalable, aligned development across all stores
• Store go-lives completed in under 15 minutes, with first orders received within minutes.

2. Sportland – Adobe Commerce in sports mode

Sportland is the leading sportswear retailer in the Baltics with a high-performing Adobe Commerce store built to scale across multiple markets. With over 50,000 SKUs and five regional storefronts, the platform supports rapid deployments, real-time inventory syncing, and robust omnichannel features, including in-store pickup within 30 minutes.

Built on a ScandiPWA frontend and hosted on ReadyMage, the site is optimized for quick campaign rollouts and consistent customer experiences across the Baltics, Finland, and international markets. AI-driven personalization and smart product discovery keep shoppers engaged and converting at a high rate.

Technology

• Platform: Adobe Commerce (Magento 2)
• Frontend: ScandiPWA
• Hosting: ReadyMage
• ERP: Python middleware with Citrix Virtual Apps
• Personalization & marketing: Clerk.io, SearchNode, Klaviyo

Highlights

• In-store pickup with real-time stock visibility – orders ready within 30 minutes
• AR try-on that boosted PDP engagement 6x and increased conversions by 15%
• Personalized product recommendations (Clerk.io, Klaviyo, SearchNode) that drove 80% higher conversion in sessions with active blocks
• AI-powered smart search and dynamic merchandising for improved product discovery
• Optimized PLPs and PDPs with clear CTAs, mini product swatches, and mobile-first layouts
• Ongoing testing and CRO improvements to streamline paths to purchase and reduce friction
• MVP launch in 3 markets within 20 working days; 1,000 orders in the first 48 hours.

3. Lafayette148 – lux fashion store built on Adobe Commerce Cloud

Lafayette 148, a New York-based luxury fashion house, brought its timeless aesthetic to Adobe Commerce Cloud. Built to showcase collections with immersive storytelling and smooth usability, their platform delivers luxurious style and sleek performance without compromising years of historical data.

Technology

• Platform: Adobe Commerce Cloud
• Hosting: Adobe Cloud
• Frontend: Adobe Page Builder with advanced content types

Highlights

• Custom “Shop the Look” module allows customers to build entire outfits, choose color and size, and preview them instantly
• Advanced Page Builder animations and widgets support rich brand storytelling
• Store Locator extension supports 500+ retail partner locations
• First order placed minutes after redesigned store launch, with post-launch surveys confirming positive customer reception.

4. Läderach – conversion-driven site for a luxury chocolatier

Läderach’s online store brings the elegance of Swiss chocolate into a premium digital experience. Built on Adobe Commerce with a lightning-fast Hyvä frontend, the website pairs stunning visuals with performance, earning industry awards and lifting revenue through conversion-focused design.

The platform is more than beautiful. It’s backed by scalable infrastructure, smart integrations, and continuous CRO improvements for high-speed shopping and gift-ready UX flows. Läderach’s eCommerce presence is a masterclass in how luxury brands can thrive online.

Technology

• Platform: Adobe Commerce (Magento) 
• Frontend: Hyvä
• Hosting: AWS auto-scalable infrastructure
• Integrations: ERP, DotDigital

Highlights

• Hyvä frontend delivers fast load times without sacrificing design quality
• CRO-backed redesign addresses two key gaps: premium price perception and gifting association
• Gift cards, store finder, and high-res visuals reinforce Läderach’s brand as indulgent and gift-worthy
• Personalized content and guided gifting flows
• Results after a seamless transition from WordPress/Magento split to a unified Adobe Commerce build:
  • +47.8% conversions
  • +25.5% engagement time
  • +61.1% sessions with checkout
  • +39% revenue.

5. Rockar – the first online car dealership built on Magento

Rockar disrupted the automotive world by taking car sales entirely online. As the first platform to enable customers to configure, finance, and buy premium vehicles digitally without setting foot in a dealership, Rockar set a new benchmark for eCommerce in the automotive industry.

What powers it all is a Magento-based system wrapped in a microservices architecture, enabling a multi-brand SaaS setup that scales with ease. With in-house UX design, real-time trade-in valuation, finance approvals, and omnichannel flexibility, Rockar delivers a car buying journey that feels as easy as ordering online.

Technology

• Platform: Magento with multi-tenant SaaS architecture
• Frontend: Node.js, Next.js, GraphQL, React
• Integrations: Real-time stock sync, finance partners, trade-in APIs

Highlights

• Customers can configure every detail, get financing, and check out, all online
• Real-time trade-in valuations based on license plate numbers
• “Save Checkout” lets users browse at home, continue in-store, and complete purchase later
• Fully digital purchase documentation
• In-store kiosks powered by Chrome extensions for showroom support
• Multi-brand flexibility with one Magento backend powering several dealerships.

6. OM System – 70 store views managed with Sanity + Magento

OM System, a global photography brand renowned for its high-end cameras and lenses, operates an Adobe Commerce platform with over 70 store views and content in 20+ languages. To streamline content publishing and ensure consistency across regions, they use Sanity CMS and have introduced a redesigned eCommerce experience tailored for a high-consideration B2C product.

Technology

• Platform: Adobe Commerce (Magento)
• Frontend: Hyvä
• CMS: Sanity

Highlights

• 70 store views managed from a single Sanity CMS instance
• 55+ reusable content blocks for consistent, localized publishing across markets
• API-based rendering connects Sanity to Magento, enabling dynamic content updates
• Redesigned UX with UGC galleries, thematic landing pages, and simplified product discovery
• Two-part PDP format separates product storytelling from purchase flow
• Custom bundle builder supports multi-market kits with dynamic pricing and promotions
• Optimized mobile layouts and conversion-focused navigation enhance usability across devices.

7. Buff – global eCommerce platform for iconic sportswear

BUFF®, the brand behind the original multifunctional tubular, runs a feature-rich Adobe Commerce store. With 8 websites, 44 store views, and support for 59 countries and 8 languages, the site offers localized content and user experiences. A custom ScandiPWA frontend ensures smooth performance and mobile-friendly UX across markets.

The website features interactive tools, including a 3D tubular customizer and a mix-and-match module, to support cross-selling. A simplified menu structure with over 150 subcategories makes navigation easy, while product-based top-level categories help customers quickly explore what’s relevant. Region-specific CRO programs and ongoing UX improvements keep the site conversion-focused and aligned with customer needs.

Technology

• Platform: Adobe Commerce Cloud
• Frontend: ScandiPWA
• Hosting: Adobe Cloud infrastructure
• PIM: Akeneo 

Highlights

• Secure accordion-style checkout with quick cart edit function, form validation, social proof, and multiple payment methods
• Localized checkouts and region-specific payment methods across 59 countries
• Drag-and-drop customization for BUFF® tubulars, enhanced with 3D models
• Product-based top navigation menu (150+ subcategories) lifted revenue by 176% YoY.

8. Zumiez – specialty retailer acing Core Web Vitals

Zumiez operates as a mall‑based specialty retailer of action sports apparel, footwear, equipment, and accessories, with a strong presence across the U.S., Canada, and Europe. Their online store, built on Adobe Commerce with a ScandiPWA frontend, delivers a fast, app-like experience that feels tailored for mobile-first shoppers. Smooth navigation, quick load times, and performance-focused design make the site feel responsive and easy to explore, even across a large catalog of brands and product types.

Technology

• Platform: Adobe Commerce (Magento)
• Frontend: ScandiPWA
• CMS: Page Builder (Adobe Commerce)

Highlights

• Fast-loading PWA experience with smooth mobile interactions
• Optimized menus, brand listings, and product filters
• Frontend behaves like a progressive web app, with seamless transitions and minimal delays between interactions
• Regional storefront support with location-based content and currency
• Sansec Security Scanning to detect and resolve website security threats
• Green Core Web Vitals across homepage, PLPs, and PDPs.

9. JYSK – fast and stable omnichannel home retail

JYSK Canada online store offers a polished and responsive shopping experience for home furniture and décor. Built on Adobe Commerce with a Hyvä frontend, the site emphasizes performance and ease of use on all devices. 

Product pages use Hyvä’s modular approach, improving performance while supporting custom product types like configurable bundles and special offers. Navigation menus, mini carts, and other global elements feel fast and intuitive. The site is tightly integrated with JYSK’s in-store systems. Inventory updates in real time across warehouses and stores, while shoppers are guided to their nearest location with an automated store locator.

Technology

• Platform: Adobe Commerce (Magento 2)
• Frontend: Hyvä
• ERP: Navision

Highlights

• Hyvä-powered performance: green Core Web Vitals and faster interaction across key page types
• Real-time multi-warehouse stock status update for every product
• Omnichannel solution for 50 stores featuring in-store pickup, catalogs, call center, and desktop/tablet/mobile
• In-store pickup with automatic store suggestion based on customer location
• Responsive interface across devices, with fast load times on mobile
• Product content enriched with related blog posts and seasonal inspiration
• Results after website optimization:
  • +20.1% checkout conversion rate
  • +43.8% transactions
  • +58.0% unique purchases.

10. Moose Knuckles – cloud-based scalability and device-agnostic UX

Moose Knuckles is a premium outerwear brand with a high-performance Adobe Commerce Cloud store built to handle seasonal surges and high traffic. The site focuses on fast browsing, conversion-friendly design, and scalable infrastructure ahead of peak sales periods.

Category and product pages have a clean structure and intuitive navigation. The layout adapts seamlessly across devices, reflecting customer usage patterns and shopping behavior. Multi-source inventory management is in place to unify stock across retail, warehouse, and eCommerce channels, and Momentis ERP ensures inventory, pricing, and orders stay in sync.

Technology

• Platform: Adobe Commerce Cloud (Magento 2)
• Inventory: Magento MSI
• ERP: Momentis

Highlights

• Modern UX optimized for mobile
• Device-agnostic layout based on real customer usage data
• Unified inventory view across channels via Magento Multi Source Inventory
• Cloud-based infrastructure scaled to support high-traffic events like Black Friday
• A custom scandiweb-built store locator helps visitors find any of Moose Knuckles’ nearly 1,000 retail partners, making it easy to bridge online discovery with in-person shopping.

What you can learn from the best B2C websites

The strongest eCommerce stores share a few practical habits in how they’re built and improved over time:

• Sites like JYSK and Zumiez demonstrate how lightweight frontends and simplified layouts result in faster interaction and improved scores across devices.
• With Hyvä or PWAs, it’s possible to redesign high-impact parts of the site, like product pages, while keeping the rest of the site stable.
• Personalize content by context, e.g., PUMA and Buff adapt their content by region, language, payment preference, and user behavior.
• Guide users and avoid overwhelming them – Lafayette148 and Läderach utilize clear CTAs, storytelling modules, and a visual hierarchy to minimize decision fatigue.
• Layouts for all the brands showcased are designed with mobile interaction in mind first.
• Connect online and offline, integrating real-time inventory, store pickup, and showroom tools without disrupting the digital flow.
• Let discovery feel easy (AR try-ons, smart recommendations), because the best sites help users browse with confidence.
• Continuously optimize your B2C website and monitor Core Web Vitals, performance, checkout flow, and page content; refine the site regularly to keep performance aligned with changing customer needs.

The best B2C eCommerce sites look good and work hard. In each of these examples, what stands out is how each brand has tailored the experience to match customer behavior. Fast-loading themes and mobile-first layouts, personalized product discovery, and omnichannel flexibility, among other best practices, offer a glimpse into what modern B2C can be when done right.

Looking to raise the bar for your B2C website? We’re here to help – scandiweb has worked with ambitious brands across fashion, home goods, electronics, luxury, and more to build high-performing, customer-centric eCommerce experiences. Let’s talk about what’s possible for your store.

The post Top B2C eCommerce Websites: What Modern Stores Are Doing Right appeared first on scandiweb.

Working with scandiweb has been a really good experience. They were key in our recent project to migrate our Looker Studio dashboards from Universal Analytics to GA4, which included complex product stat tracking. They not only provided us with clear options throughout the process but were also instrumental in helping us understand and fix several underlying tracking issues. Their expertise and efficiency made the entire migration smooth and successful.

Thanks to all the team!:)

Gisela Morinigo
Open Data Product Manager at Global Fishing Watch

When Google announced the end of Universal Analytics (the platform was shut down on July 1, 2024), organizations across every industry were forced to rethink their analytics setups. For many, the transition to Google Analytics 4 (GA4) raised questions like “how to maintain reporting continuity?, “what to do with years of custom dashboards?” 

Global Fishing Watch faced these same questions, but their needs weren’t typical. As a nonprofit working to increase transparency on the oceans, their team depends on accurate web and product analytics to support research, policy, and public awareness. We partnered with them to replicate and enhance their business intelligence (BI) setup and ensure it reflects the complexity of their work and supports the people using that data every day.

About 

Global Fishing Watch is a nonprofit organization that uses technology to shine light on what’s happening in our oceans, helping create a more transparent and sustainable future for marine life. By tracking fishing vessels and making maritime data publicly accessible, they support efforts to protect marine ecosystems, combat illegal and unreported fishing, inform better policy decisions, and accelerate ocean governance.

With oceans under increasing pressure, their platform is widely used to understand fishing activity in real time. We felt especially proud to support Global Fishing Watch because their mission extends far beyond data toward creating accountability on the water and giving governments, researchers, organizations, and communities the tools they need to safeguard our oceans for generations to come.

Supporting this mission are several public-facing products:

• Map – an interactive platform to visualize and analyze global fishing activity
• Marine Manager – tools to monitor and manage marine protected areas
• Carrier Vessel Portal – data on transshipment activity and carrier vessels
• Vessel Viewer – detailed insights on individual vessel activity
• Data Download Portal – open access to downloadable datasets for research and analysis.
• API Portal – allows to explore, visualize, and freely download Global Fishing Watch data to transform global collaboration and catalyze solutions for complex ocean problems.

Reliable data operations are critical for a mission built on ocean accountability and open access. With the sunset of Universal Analytics (UA), GA4 migration was all about keeping essential information flowing to those working to protect the ocean.

Project goals

Global Fishing Watch had an extensive reporting setup built on UA, with dashboards blending web analytics and backend product data. Their team needed a solution that could replicate and enhance the setup while relying on good-quality data.

Main project goals:

• Conduct a comprehensive audit of the existing tracking and data collection
• Fix legacy issues and set up GA4 using current best practices
• Rebuild UA dashboards with the GA4 data and improve the existing BI dashboards
• Support the internal team during and after the transition to GA4.

Our priority was building a more flexible and future-proof BI setup that could grow with the organization’s needs.

Approach

Global Fishing Watch had multiple data dependencies across products, platforms, and teams. A successful transition meant carefully auditing what was already in place and designing a reporting setup that would remain stable and usable long after Universal Analytics was gone. Let’s look at each of the project stages in the following sections.

Data quality assurance and improvements

The insights are as good as the quality of data. Before rebuilding any dashboards, we performed an audit and made improvements to the tracking setup.

• GA4 property review
  • We began with a property-level audit of the GA4 setup to check for configuration issues and gaps in data collection. 
  • Based on the audit, we reconfigured GA4 settings to follow current best practices and resolved issues affecting reporting accuracy.
• Google Tag Manager (GTM) audit and cleanup
  • Since Universal Analytics was being phased out, we removed outdated tags and refined the GTM setup to ensure the best level of data governance.
• Custom dataLayer event development
  • We gathered requirements for meaningful user interactions across Global Fishing Watch product pages. These were then implemented as structured dataLayer events to support more granular and relevant reporting in GA4.

Building customized dashboards in Looker Studio

With the data layer improved and GA4 properly configured, we proceeded to rebuild the dashboards. The dashboards relied on the GA4 linked directly to BigQuery, along with backend system data exported to the same warehouse via custom pipelines.

Preparing the data

Query composition

Universal Analytics connected natively to Looker Studio with no quota limits, i.e., the Wild West era of dashboards. GA4, on the other hand, introduced strict limits that kick in with heavy querying, especially with large date ranges, multiple users, or complex filters.

Also read:
How to Overcome GA4 API Limits and Save on Costs
GA4 API Quota Apocalypse and How to Survive It
Note – the limits since then have become much less strict, but you’ll still find our tips above useful!

To bypass these restrictions, we used GA4’s raw BigQuery export. Since this raw data requires additional processing, we built transformation queries to output clean data into dedicated reporting tables. Another data source used in the project was data from the operational system.

Cost control improvement

Google Cloud’s pay-as-you-go model charges for all resource usage. We initially used views for faster development, but needed cost optimization as the project matured.

Key optimizations:

• Switch from views to tables – the biggest cost reduction
• Implement custom upsert logic – daily updates instead of full GA4 re-processing
• Add partitioning and clustering for more efficient queries.

What was once a daily cost during peak usage became the total monthly cost. Proper implementation made a clear difference in how the data pipeline impacted the budget.

Dashboard setup

The dashboard was designed with its key audiences in mind. It consists of aggregated-level pages and product-specific dashboards. On top of that, an executive overview page highlights the most important metrics and timelines for leadership.

Customizations

1. Brand guidelines
   • We styled the dashboard using Global Fishing Watch’s brand guidelines (colors, fonts, icons) to ensure consistency with the company’s visual identity.
2. Product milestones
   • Sometimes you notice a data change but can’t immediately tell whether it’s expected or tied to a product update. To solve this, we embedded a Google Sheet that logs major deployments and changes.

3. Dashboard usage guides
   • Not all user groups are equally familiar with BI tools, and that’s okay. To make the dashboard easier to navigate, we added a built-in guide that walks users through the report’s main and hidden functionalities.
4. Glossary
   • Some teams work less frequently with web analytics. To make interpretation easier, we created a glossary page explaining how key metrics are calculated and what each data source represents.

5. Filtering internal staff
   • We added a simple button that allows users to filter out traffic from Global Fishing Watch employee accounts. Buttons are often underused in Looker Studio!

Summary of dashboard specifics

1. Multiple dashboard sections for different stakeholder groups
2. KPI glossary and dashboard usage guidelines
3. Embedded sheet with product deployment context
4. Styling according to brand guidelines
5. Ability to exclude internal traffic.

Solution architecture

Below is the final solution architecture, which illustrates how data moves from collection to visualization. Web and operational data flow into BigQuery as source tables and are transformed into curated reporting tables through scheduled pipelines.

These reporting tables feed into Looker Studio, where new calculated fields can be applied and dashboards are built for clear, actionable insights. The setup ensures reliable data, efficient reporting, and a sustainable foundation for future analysis.

Results

With Universal Analytics sunset, Global Fishing Watch’s web tracking was successfully aligned with GA4 best practices. The BI reporting setup transitioned smoothly to GA4 data, with enhancements to the user experience and content while ensuring resource efficiency.

Their team now benefits from:

• Clean, accurate data tailored to their needs
• Custom GA4 dashboards delivered quickly to meet the UA sunset, tailored to different levels of expertise
• An optimized reporting pipeline that reduces cloud costs.

We wanted to acknowledge that the Global Fishing Watch team also played an important role throughout the project, sharing input, context, and technical support that contributed to the successful outcome.

The project concluded with a workshop for the GFW team on how to use and adapt their new setup. Since then, our collaboration has continued, with ongoing support for analytics-related questions and requests.

Working with Global Fishing Watch has been meaningful and rewarding for us personally – not only because of the technical challenge, but because of the impact their mission has on ocean transparency and sustainability.

Need help with dashboards that fit your data and your goals? We help teams create fully customized reporting solutions. Request a free consultation, and one of our experts will get back to you shortly!

The post Case Study: Looker Studio Dashboard Migration and Custom BI Setup with Google Analytics 4 appeared first on scandiweb.

Umniah, one of Jordan’s leading telecom providers, is no stranger to innovation. They were the first to launch commercial 5G in the country and a key player in digital transformation. We partnered to rebuild their eCommerce presence into a fully redesigned online store built on Magento 2 with Hyvä, so that it matches the scale and ambition of Umniah’s services and reflects a modern brand experience.

About

Umniah is one of Jordan’s fastest-growing telecommunications providers and the first to commercially launch 5G in the country. Founded in 2005 and part of the Bahrain-based Beyon Group, Umniah offers mobile plans, home and mobile internet, business connectivity, cloud solutions, and digital devices to millions of individual and business customers across the region. Their reputation for innovation is backed by partnerships with global technology providers, including Ericsson, Huawei, Microsoft, and Cisco.

With changing infrastructure and cybersecurity demands for eCommerce across Jordan, Umniah identified the need to modernize their digital strategy. The existing online store had performance limitations and design inconsistencies, and its content workflows required too much manual effort. With new services introduced, third-party vendors onboarded, and personalization and customer experience becoming a priority, Umniah made eCommerce a key focus of its digital transformation roadmap.

Project goals

• Rebuild the eCommerce storefront on Magento 2 using the Hyvä theme
• Deliver a clean, fast, and responsive UI aligned with UX best practices
• Support 2,000+ SKUs and multiple service categories (devices, plans, gaming, etc.)
• Enable personalization, cross-selling, and content-driven shopping journeys
• Launch within a tight timeline while maintaining quality across infrastructure, design, SEO, and analytics.

Challenges

1. Infrastructure

Due to Jordanian regulations, all hosting had to remain on-premises, which limited external access and required a site-to-site VPN for the development team. This setup also added complexity to deployment workflows and environment management. Scandiweb’s DevOps team reviewed the infrastructure and proposed several improvements to help stabilize the deployment pipeline.

2. API changes

Throughout the project, multiple API changes were introduced late in the development process, including those related to payment (UWallet, Direct Pay), login flows, and customer data sync, which affected timelines and required extra coordination for testing and implementation.

3. Custom payment gateway

Because of internal security and payment processing requirements, Umniah requested a custom-built Hyperpay module for Magento instead of a third-party extension. While the custom approach allowed tighter control over security and business logic, it introduced additional development effort and planning risk. Hyperpay’s restrictions on test transactions, especially for specific card types, limited our ability to run end-to-end tests independently. Resolving these issues required extended coordination with the client and Hyperpay to access the right test cards and clarify expected behaviors. 

4. Content population

The Umniah team had full ownership of the content population; however, many team members had limited hands-on Magento experience. This created delays during the final prep, eventually addressed through additional support and training sessions led by the scandiweb team.

Despite the challenges, the project launched on the agreed timeline, supported by close communication and a flexible approach to stabilize post-launch performance.

Approach

UX and design process

Our goal was to create a user experience that matched Umniah’s position as a leader in Jordan’s telecom market. We began with a full UX/UI audit of the existing store, benchmarking against global eCommerce and telecom standards to inform the structure of a new design system. We developed new wireframes, then translated them into high-fidelity mockups, optimized for conversion and content flexibility. The final design combined bold visual elements with structured, intuitive layouts to guide users from discovery to purchase without friction.

Redesign included:

• Homepage with clear product categories, mobile-optimized navigation, and immediate visibility of key offers
• Fully reworked mobile and internet plan pages, offering customizable bundles and transparent pricing breakdowns
• PLPs (devices and services)
• PDPs (devices and services)
• A cyberpunk-themed gaming landing page tailored to a younger audience segment, balancing visual impact with product discoverability
• Consistent product cards redesigned for scanability and comparison, using iconography, labels, and reorganized information hierarchy
• Cart and checkout
• CMS pages (e.g., Contact Us, Track My Order, Success pages)
• CRO consultancy, UI/UX best practices, and micro-interactions to guide conversions.

Read more about our UX & CRO project with Umniah here.

Magento 2 + Hyvä implementation

The new storefront was built on Magento 2 with the Hyvä theme, styled from scratch without migrating frontend components from the legacy store. Hyvä’s clean structure allowed the frontend team to iterate quickly on templates while maintaining accessibility and performance standards.

Global elements (header, footer, navigation) were implemented early, followed by PLPs, PDPs, and interactive blocks for offers, brand highlights, service features, and more. We also built separate product templates for devices and services, reflecting different purchase flows and product configurations.

We added a single-page checkout experience using a third-party extension, styled to match the Hyvä frontend and adjusted to accommodate installment logic and custom validations.

Custom features and content blocks

To support Umniah’s specific business logic and content strategy, we developed several custom modules and enhancements across Magento’s backend and frontend:

• Product & purchase logic
  • Product templates and attribute sets to support device and service product types, based on attribute data provided by the client
  • Custom flags to manage Umniah installment eligibility and bank installment availability, each triggering relevant frontend logic and admin-side configurations
  • Installing and configuring a free shipping module to automatically apply where relevant
  • Enabled product labels via Amasty’s extension to highlight offers, stock statuses, and promotional messaging
• Checkout experience
  • Integrating and styling a single-page checkout extension to match the Hyvä frontend
  • Additional features like sticky CTA buttons and custom layout sections to support mobile usability and conversion flow
• Insider personalization integration
  • Insider was fully integrated via custom-built Magento modules and API connectors: API authentication and error handling logic, full product catalog ingestion and update sync, user data upsert logic from Magento to Insider, custom CMS widgets to enable Smart Recommendations by campaign ID
  • Multiple campaign-driven recommendation blocks: Recently viewed, New Arrivals, Purchased together, Purchased with last purchased, Chef algorithm-based widgets; filtering logic by category for contextual relevance
  • Quick Shop CMS block to dynamically serve Insider-powered recommendations on key pages.

System integrations

Umniah’s eCommerce platform is integrated with a wide range of internal and external systems. We made relevant adjustments and followed a separate validation and QA process for the following systems:

• Oracle ERP/CRM (adjust APIs from the Magento side)
• Insider for personalization and product recommendations, implemented via GTM with custom product blocks
• Hyperpay as one of the primary payment gateways, integrated as a custom Magento module due to internal security requirements
• Mintroute for voucher and gaming code delivery incorporated in the new Hyvä redesign
• ESRI GIS for mapping the GEO coordinates to the service coverage incorporated in the new Hyvä redesign.

SEO and analytics

Search engine visibility and analytics accuracy were among the top priorities. Our SEO and data teams worked in parallel with frontend development to plan, implement, and monitor everything from infrastructure setup to go-live QA and post-launch reporting. Umniah’s new eCommerce site was as optimized for search engines as it was for its users.

Technical SEO

• In-depth SEO infrastructure audit, including a gap analysis between the legacy and the new platform
• 301 redirect strategy to preserve SEO value and avoid 404s
• Robots.txt, XML sitemap, and meta robots directives review and update
• Configuring Mageworx SEO Suite for structured data, hreflangs, canonicals, and sitemap generation
• Technical SEO customizations
  • Canonical logic across PDPs, PLPs, and CMS pages
  • Structured data aligned with the Magento theme
  • SEO-friendly URL structure and sitemap adjustments
• Google Search Console setup verification for performance monitoring
• Go-live SEO support and post-launch monitoring, with final KPI review and recommendations.

Data & tracking

• Full user journey review to map out key tracking points
• Defining and documenting event-based tracking, including custom events and parameters
• Clean dataLayer push structure implementation with QA
• Insider tags setup and validation via Google Tag Manager
• Cross-platform QA between GTM, GA4, and Insider
• Additional event tracking and scripts based on business needs.

Results

The new Umniah Eshop launch met the agreed timeline and marked a significant step forward in Umniah’s digital transformation.

The redesign focused on simplifying navigation, improving performance, and introducing personalization features. New homepage structure made key offers and services more accessible, especially on mobile, while customized plan pages with clearer pricing and self-service tools improved decision-making. Performance improvements in the Internet Plans post-redesign:

• +86.0% cart-to-view rate
• +71.2% purchase-to-view rate
• +41.1% items purchased

SEO improvements

• +72.1% sessions (overall site traffic increase MoM)
• +13.8% total traffic across eshop.umniah.com and www.umniah.com
• +19.8% clicks to the main Umniah domain after go-live
• +9.37% average CTR MoM
• -3.4 in average ranking position MoM (ranking higher on average) 
• +300 new keywords, with 63 in the top 10 and 7 in the top 3

Umniah’s Eshop transformation has brought their digital presence in line with their role as a national telecom leader. With the right systems now in place, Umniah is well-positioned to lead not only in mobile and internet services, but also in digital commerce.

Ready to modernize your eCommerce experience? Scandiweb helps enterprise brands build future-ready eCommerce platforms. Get in touch today to start your transformation!

The post Umniah Eshop Strengthens Leadership with an Award-Winning Magento+Hyvä Build appeared first on scandiweb.