We have gathered a lot of experience over time and taken the next step in our e‑commerce. By building on what already worked, we have obtained a more flexible solution that makes it easier for both our customers and ourselves internally.
We have gathered a lot of experience over time and taken the next step in our e‑commerce. By building on what already worked, we have obtained a more flexible solution that makes it easier for both our customers and ourselves internally.
Long-term Technical Choices Pave the Way for Doorly's Growth
Doorly is a Nordic e‑commerce company specializing in doors and windows, with a strong focus on customized products and continuous development of both offerings and experience. When it was time to take the next step in the company's growth journey, Doorly chose to further develop their long-term collaboration with Webbhuset. The new e‑commerce solution, built with Fusion Storefront, is the second solution Webbhuset delivers to Doorly, where a complex product configurator from 2020 still forms the core of the platform. By building on proven functionality, Doorly has obtained a flexible, future-proof, and scalable foundation for continued expansion, with Norway as the first market.
The Next Step in a Long-term Collaboration
Doorly and Webbhuset have been collaborating since 2020, when the first e‑commerce solution was built using Magento. Over time, Doorly has gathered valuable insights into both customer behaviors and internal work methods. The ambition was not to start from scratch but to take the next step with a focus on improved customer experience, increased flexibility, and a stable foundation for continued growth in new markets.
“We always want to improve the customer experience and make it easier for customers to find, customize, and buy. We also wanted to create a more flexible platform for the future and for continued growth,” says Per Sahlin, Head of Marketing and IT at Doorly.
At the same time, Doorly had outgrown its existing platform. With a complex assortment, many product variations, and different conditions per market, it became increasingly difficult to efficiently further develop the solution. When plans to establish in Norway took shape, the need for a more adaptable and future-proof e‑commerce solution became clear. The decision was made to build upon the existing collaboration and the product configurator that had already proven its value over time, along with a composable solution with Fusion Storefront as the foundation.
The product configurator can handle an enormous number of combinations without creating an unmanageable number of product variants.
The Product Configurator Enabling Scalable Growth
When Doorly decided to build a new e‑commerce solution, one thing was clear. The product configurator developed by Webbhuset in 2020 is still a central and business-critical part of the operation. Through the configurator, Doorly can manage a very large number of combinations and offer practically a very wide range of choices while maintaining high control and working efficiently without the administration becoming burdensome.
“We have special requirements because we have a lot of product variations. That's why we build a lot of custom solutions. The product configurator from the previous solution remains, but now we've added a new layer around it,” says Per.
While a completely new e‑commerce solution was built in Fusion Storefront, Webbhuset and Doorly chose to reuse and further develop the existing product configurator. By building the new solution around an already proven core, Doorly has been able to leverage previous investments while reducing development time and complexity.
“That the configurator is still a stable foundation that can be further developed five years later is yet another proof that we build scalable and future-proof solutions,” says Albert Dahlin, CTO at Webbhuset.
Today, the product configurator forms the basis for everything from product selection and pricing to inventory management and filtering in e‑commerce. By centralizing the logic in one place, Doorly has obtained a solution that is easier to administer, easier to further develop, and better equipped for future needs.
A Flexible E‑commerce Solution Tailored to Doorly's Work Methods
With the new composable solution built in Fusion Storefront, Doorly has obtained a flexible foundation that is tailored to how the business actually works daily. The solution is based on Doorly's existing processes where management of products, prices, and campaigns is closely connected to logic and data.
A central part of the solution is the use of Google Sheets as a hub for product information, pricing, and order management. This allows Doorly to quickly update the range and prices without having to manually administer each individual item in e‑commerce.
“Now that we've switched from Magento to having it in Google Sheets, it's so much easier to make quick changes. Instead of having to go into each individual item, you can change in a few places and it reflects across the entire site,” says Isa Melker, Webshop Manager at Doorly.
Isa Melker, Webshop Manager at Doorly.
Doorly has thereby gained better oversight, reduced the risk of errors, and can more quickly adapt its offering to changing market conditions. At the same time, Fusion Storefront provides a platform that is easier to further develop over time, focusing on the functions the business actually needs.
Isa Melker, Webshop Manager at Doorly.
A Close and Iterative Collaboration
The long-term collaboration between Doorly and Webbhuset has created favorable conditions for an effective and flexible way of working. With a shared understanding of the business and clear goals, the project has been able to progress through dialogue, transparency, and quick decisions.
During the project, the teams held daily check-ins, allowing them to continually prioritize and adjust based on what was most important at the moment.
“We have worked very iteratively. It is difficult to fully specify requirements for this type of project in advance, and therefore the way of working has worked very well for us,” says Per.
Doorly has been deeply involved in the development, which has provided insight into the process and the opportunity to influence the solution along the way.
“We have had daily stand-ups and been in contact with Webbhuset every morning. This makes you very involved in the entire process and gives you insight into everything that is happening behind the scenes,” says Isa.
The collaborative approach has contributed to a high pace in the project and a solution that has gradually formed based on Doorly's actual needs and priorities.
Results, Business Value, and Next Steps
With the new e‑commerce solution, Doorly has acquired a flexible and future-proof foundation that is tailored for continued development and expansion. By launching the solution in Norway, Doorly has been able to introduce the new platform gradually while the existing business has continued as usual. The solution now provides better control, more efficient administration, and good conditions for scaling up to more markets.
The project has also demonstrated the value of building e‑commerce solutions based on the actual needs of the business. For Doorly, this has meant a system that supports complex products, rapid adaptation, and a way of working where technology does not limit the business.
“If you've had e‑commerce for a long time and feel like you're running into problems with everything you want to do, then I believe you're ready for this type of solution. It's about building a system that works based on how the company wants to operate rather than having the business adapt to the system's capabilities,” says Albert Dahlin, CTO at Webbhuset.
The next step for Doorly is to take the solution to more markets, with Sweden as a natural continuation. With a new e‑commerce platform in place and a proven product configurator as its core, Doorly is well-equipped for the next phase of its growth journey.
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