For us, Webbhuset has opened up a whole new world of how we view our e‑commerce. From being a large, colossal giant that just chugs along to actually being able to adapt to our business.
For us, Webbhuset has opened up a whole new world of how we view our e‑commerce. From being a large, colossal giant that just chugs along to actually being able to adapt to our business.
Postery's step to AI-native commerce with Fusion Commerce
Since its inception in 2018, Postery has grown into an international player in posters and frames, with sales in over 30 markets. In addition to its own e‑commerce, Postery also manages H&M's poster and frame range in several European markets through a drop-shipping solution. With customers worldwide and a strong focus on product development, creativity, and rapid expansion, it became increasingly clear that the previous e‑commerce platform no longer met the company's needs.
From heavy platform to agile e‑commerce
Postery previously ran its e‑commerce on Magento Open Source and later Adobe Commerce. Over time, the solution had become both costly and challenging to further develop. Each change took a long time, required extensive testing, and made it difficult to work quickly in a changing market.
"We felt we weren't getting what we wanted. It was expensive to operate, expensive license, and an extremely non-scalable solution. The smallest thing took time and brought other problems with it." explains Sebastian Johansson, CEO of Postery.
When Postery came into contact with Webbhuset, the original plan was not to change platforms, but to find a local partner with high competence in Magento. But as the dialogue deepened, new perspectives opened up, and gradually the image of what a modern e‑commerce solution could actually be changed.
"Webbhuset opened up thoughts and ideas for what a web can look like that we never even thought ourselves. It probably took about half a year before we realized, okay, we can build a featherlight solution instead that is cheap to operate. Then it became obvious." says Sebastian.
The choice finally fell on building a new solution with Fusion Commerce and Fusion Storefront as the foundation. A solution built to grow with Postery.
Scalable order engine in a composable architecture
With Fusion Commerce and Fusion Storefront as the basis, a solution was built where each part serves a clear purpose. Instead of a heavy platform with countless modules and dependencies, Postery and Webbhuset chose to build exactly what was needed, no more, no less.
A central part of the new Fusion Commerce solution is the order engine. Instead of relying on plug-and-play solutions with ongoing license costs, Postery now owns the entire flow themselves, which opens up for rapid scaling with new production partners and markets.
"The new order engine makes us much more scalable. Now we can easily connect more partners who produce for a specific market or a certain type of product. This is actually one of the big advantages of this solution." says Sebastian.
To manage Postery's product data, Fusion Commerce API now replaces a complex Magento backend with direct integration to Google Spreadsheets as a PIM. Price rules, product attributes, and assortment changes that previously required time-consuming manual imports can now be made directly in a spreadsheet and implemented on thousands of products in seconds.
AI native at the core transforms the entire product flow
One of the biggest changes in the new solution is how Postery works with products and product data. In the past, the production of product information could take up to a week, today the process is largely automated through AI. When new product images are uploaded, they are automatically analyzed and generate product descriptions, alt-texts, categorizations, colors, themes, and style tips in all languages and markets.
"The difference is night and day. In the new solution, it has become very easy to upload new products which means that we can focus more on the creative aspects. We have scaled down the time enormously and are in a completely different position today in how we can develop new products." explains Sebastian.
AI is also used in the search function where customers can now search more naturally with whole sentences, emotions, or motifs. In case of misspellings or searches in the wrong language, the search still finds the correct matches.
"The search was based, among other things, on product description and theme, but in case of misspellings, the solution couldn't interpret what was meant. It's no problem now, the new AI search understands all languages and misspellings more or less." says Sebastian.
The search is entirely language-agnostic and supports virtually all official languages without any extra configuration, which suits Postery's international customer base well.
From idea to reality in hours
The results after launch speak clearly. For the first time, Postery has achieved approved Core Web Vitals scores, page load has become 10 times faster, the number of indexed pages has doubled, and the 7,000 to 8,000 pages with technical problems that previously existed are now completely gone.
But perhaps the greatest gain is internal efficiency. Since the launch, Postery has wanted to add new data points to the solution on five occasions, something that in the old platform would have taken weeks. Now it's a matter of hours.
"From idea to getting something on the web can take about an hour. We have realized that ideas can now quickly be translated into concrete things. It puts us in a completely different position as a challenger in the market." says Sebastian.
It also reflects a broader change in how Postery views its own business. Resources that previously went to maintenance, security patches, and platform management are now spent on sales-promoting measures and creative development.
"We have lived long in a world where things are as they are, and where many ideas have been killed. Now things are starting to grow from the ground again." says Sebastian.
A partnership built on curiosity
Alongside technological advances, the collaboration between Postery and Webbhuset has been characterized by close dialogue and a shared commitment to finding the best solutions. For Sebastian, it was crucial to find a partner who truly understands the business.
"I find Webbhuset to be very curious along with high competence. My hopes were to get an agency that stands in our corner, guides us, questions, and provides alternate perspectives. I think that has been fulfilled with abundance." says Sebastian.
The collaboration is far from over. The poster configurator, which currently allows customers to assemble posters, passepartout, and frames and visualize the combination before purchase, will be further expanded. The next step is for the configurator to also fully function when starting from the frame and choosing the passepartout.
Postery's product configurator allows customers to visualize posters with passepartout and frames before purchasing.
The focus moving forward is on personalization where AI sorting in product lists is based on visitor behavior. Returning visitors receive products tailored to what they have clicked on, bought, and favorited. More production partners will also be connected via the order engine and the reach in new markets will increase.
"I am so happy that we are in a position where we can move right, left, straight ahead. We are not locked into anything. So much is happening right now!" concludes Sebastian.
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