Since the launch with Webbhuset, we have continued to increase our sales, primarily the conversion rate has increased, we notice that clearly. When we started working with Webbhuset, we switched to a PWA solution that makes e‑commerce much faster. The site is also more user-friendly and, for example, it is now easier to check out in the shopping cart.
Since the launch with Webbhuset, we have continued to increase our sales, primarily the conversion rate has increased, we notice that clearly. When we started working with Webbhuset, we switched to a PWA solution that makes e‑commerce much faster. The site is also more user-friendly and, for example, it is now easier to check out in the shopping cart.
Increased conversion at Biljardexperten
The turnover continues to increase at Biljardexperten, they capture market shares and additionally maintain their good profitability. Biljardexperten is the e‑commerce that has specialized in pool tables and table tennis and reached the next level when they decided to close the physical stores. To continue their growth journey, Biljardexperten decided to change e‑commerce providers, and during 2022, the collaboration with Webbhuset began.
From traditional retail to e‑commerce
Biljardexperten operates in Sweden, Norway, and Finland and over the past four years, their total revenue has increased by about 30%. Sales through e‑commerce account for around half of the company’s revenue, and in orders placed via mail and phone, e‑commerce has had a significant impact on the purchasing process. Biljardexperten was started in 1976 and will soon celebrate 50 years, and in recent years the business has taken a turn.
“In 2016, we started our journey from traditional retail. At that time, we had stores in Oslo, Stockholm, and Turku. The change began with us switching e‑commerce platforms to Magento and business systems to Visma Business. When the pandemic came, we decided to close the physical stores. During this journey, Biljardexperten grew, and we felt there was a lot of potential in the business to develop,” says Kurt Roos.
Kurt Roos, CEO and co-owner of Biljardexperten.
Biljardexperten offers games and accessories in pool, table tennis, darts, shuffleboard, and foosball.
Kurt Roos is CEO and co-owner of Biljardexperten and began working in the company in connection with the digitalization journey started in 2016. Biljardexperten grew out of an interest in billiards and table tennis in 1976 and today you will also find products including darts, shuffleboard, foosball, and air hockey in the assortment. Through e‑commerce, Biljardexperten sells everything from ping-pong balls for 19 kronor each to pool tables with accessories for millions of kronor. Customers range from end consumers and competitors, schools and municipalities, hotels and sports bars.
Searched for new Magento partner
“In 2022, we searched for a new e‑commerce provider with whom we could continue to grow. We were looking for a partner who worked in Magento because we didn’t want to change again. When Webbhuset introduced themselves, we were impressed by their way of working. They do everything themselves in-house in Gothenburg and do not outsource the work to programmers in other countries. At Webbhuset, we get to participate in project meetings and work alongside the people who are actually doing the work. It leads to shorter communication paths and gets it right directly!” Kurt explains.
The collaboration between Biljardexperten and Webbhuset began with an updated e‑commerce that went live in the fall of 2022. The focus was on quickly switching to a stable and good version to be able to continue growing without losing time. Inspired by one of Webbhuset’s previous assignments, Biljardexperten wanted to update the design and menu structure on the site, which Webbhuset helped with. For the Magento platform, Webbhuset’s self-built CMS and Fusion Storefront are used, where Biljardexperten themselves go in and work with certain function and design.
PWA solution makes e‑commerce faster
“Since the launch with Webbhuset, we have continued to increase our sales, primarily the conversion rate has increased, we notice that clearly. Both in April, May, and June 2023, trade generally went backward, but we continue to move forward, which is great fun. When we started working with Webbhuset, we switched to a PWA solution that makes e‑commerce much faster. The site is also more user-friendly and, for example, it is now easier to check out in the shopping cart. These are some of the functions that I believe have significantly affected the conversion,” says Kurt.
PWA solution makes e‑commerce faster
“Since the launch with Webbhuset, we have continued to increase our sales, primarily the conversion rate has increased, we notice that clearly. Both in April, May, and June 2023, trade generally went backward, but we continue to move forward, which is great fun. When we started working with Webbhuset, we switched to a PWA solution that makes e‑commerce much faster. The site is also more user-friendly and, for example, it is now easier to check out in the shopping cart. These are some of the functions that I believe have significantly affected the conversion,” says Kurt.
Unlike many other e‑retailers, Biljardexperten has chosen not to work with regular campaigns. This contributes to sustained profitability and a healthier economy, and the company instead focuses on a good range with fast and high service levels. Whether you need answers to questions about competition equipment for table tennis, or are making a purchase for a youth center, Biljardexperten's customers appreciate the fast and personal service, and that it is easy to reach the company by phone and email.
A reliable e‑commerce provider
“We feel secure with Webbhuset. It works very well, and we continuously work on things we want to implement. By and large, we are satisfied now, but there is always a small wishlist of features you want to add. You probably never get finished; we brainstorm features internally, we get feedback from customers, and Webbhuset comes with great ideas on how we can develop the site that we hadn’t thought of ourselves. And when we have not-so-good ideas, Webbhuset catches that too and suggests how we can proceed instead,” says Kurt happily.
Multiple stores and complex inventory management
Today, it is functionality that can present suitable accessories in the shopping cart and highlight certain products on the page that stand on Kurt's wish list. The major challenges are already solved. With separate online stores for Biljardexperten in Sweden, Norway, and Finland as well as warehouses in all three countries, Webbhuset's challenges began here. Biljardexperten delivers products within the countries, and from the central warehouse in Sweden to Norway and to Finland, but not vice versa.
If the product is out of stock in Finland but not in Sweden, this item should be available to order from Finland. However, if the product is out of stock in Sweden but not in the warehouse in Finland, this item should be shown as sold out to the visitor in Sweden. Through a Magento installation common to all Biljardexperten's webshops in three countries, Webbhuset has built a user-friendly solution with integration for Biljardexperten’s business system Visma Business.
“It is truly quick response and fast development from Webbhuset, as I said we are very satisfied, we only have positive things to say. I could recommend Webbhuset to any type of e‑commerce. The collaboration runs smoothly, communication works, they are attentive, and they put a stop when we have strange requests,” concludes Kurt.
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