Webbhuset has strong technical competence, and we at Doorly had a clear specification of what the platform would be capable of and the functionality we needed. I believe it was this combination that resulted in such a successful outcome. If you delve into what Webbhuset has built, it is very complicated, but for us who administer the site, the technology has made it very easy. The developers at Webbhuset understood our business value and made an insanely good solution!
The product configurator is Doorly's success factor
At Doorly, you can get your door just the way you want it. You choose the width, height, color, decoration, glass, lock, hanging, hinges, and much more. This means that the number of possible combinations is nearly infinite. If each combination were a single product in the e‑commerce, it would be impossible to manage the range. When Doorly decided to switch platforms, they enlisted the help of Webbhuset, whose biggest challenge was to build a product configurator that would become the brain of the new e‑commerce.
Endless combinations
Today, Doorly has around 1800 products in its range, both doors and windows. Not only are there incredibly many choices for each product, but there are also choices that cannot be combined with each other, and this also includes a complex pricing structure. It’s hard to estimate how many different combinations Doorly offers, but Per Sahlin, who is one of the founders, says it’s at least hundreds of millions.
“Webbhuset has strong technical competence, and we at Doorly had a clear specification of what the platform would be capable of and the functionality we needed. I believe it was this combination that resulted in such a successful outcome. If you delve into what Webbhuset has built, it is very complicated, but for us who administer the site, the technology has made it very easy. The developers at Webbhuset understood our business value and made an insanely good solution!” says Per Sahlin, responsible for Doorly’s e‑commerce.
Per Sahlin is one of the three founders of Doorly.
In the picture, a window door in the Tanum model is visible.
A better customer experience
Besides the fact that handling products and prices is now significantly faster, the new e‑commerce has also made it easier for the page’s visitors. Webbhuset built a frontend configurator so the customer can easily see the different choices, get an idea of what they mean, see the price directly, and make the right decision. Doorly often receives feedback that it is easy to navigate their site now.
“Until we turned over around 20 million, we had a platform where we couldn’t offer our visitors the experience we wanted. It was difficult for the customer to understand what the different choices meant, and we couldn’t show them in pictures. We realized that we would not find a standard solution that met our need. We have built Doorly from the ground up without taking in any capital, so we were also keen to find a partner who could meet us at our level with a cost-effective solution,” says Per.
Per contacted a number of e‑commerce solution providers, including Webbhuset, as he saw it as an advantage to choose a partner in Gothenburg where they themselves have offices. Together, they discussed a lot about Doorly's needs, while Webbhuset in a positive way challenged Per to think about why they wanted certain things in a specific way. When Doorly decided on Webbhuset as a partner, the next step was to conduct a feasibility study.
Understanding business value
“The team at Webbhuset immersed themselves in our operations and placed great emphasis on business value, which we appreciated. To help them understand how we work, we showed them the long excel files we used to manage our products. They based their approach on our existing workflow but removed all manual steps. Webbhuset built the entire logic behind the product configurator and the framework for how it should be displayed on the page. This is the key, and now we can just let the system do the work,” says Per with satisfaction.
It was after summer 2019 that Doorly began looking for a new platform, and in October 2020, the new e‑commerce built by Webbhuset was launched on the platform Magento. The result was a fast site with simple administration and a really good customer experience. Now Doorly handles most of it via Magento and has connections to external providers like logistics partners and financial systems. Doorly continues to work with Webbhuset continuously to develop the site, and now Per has one focus only - to continue growing!
Who is Doorly?
Doorly was founded in 2017 by Per Sahlin, Peter Ernstsson, and Christian Ernstsson. They saw then that the trend was moving towards customized solutions and that consumers wanted to make personal choices. They started an e‑commerce to offer individuals significantly more types of doors than a construction retailer could. In a physical store, space limits how many doors can be displayed, but in Doorly's e‑commerce, there are no such limitations.
Today, the demand for showrooms has disappeared, Per tells, customers are accustomed to shopping online, and they trust that they will receive the product promised. It's not just the enormous selection that customers appreciate; Doorly also delivers your door to your door. Today the company has about 45 million in revenue, and besides keeping customers satisfied, Doorly's goal is to grow even more.
Learn more about how Webbhuset works with strategy and analysis here.
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