The pioneer of e-commerce in Sweden


Åhléns, the leading Swedish brand dating back to 1899, has a remarkable legacy that has grown over the years. With a network of department stores spanning the country and a vibrant online store at, Åhléns has become synonymous with abundant choices. Offering over 1000 carefully curated brands and services across categories like beauty, home decor, fashion, and children's products, they continuously inspire customers and help them fulfil their wishes and dreams. With an impressive annual revenue of 4.3 billion and a talented team of around 3,000 employees, they welcome as many as 60 million visitors annually.

However, in 2019, Åhléns found themselves at a critical point in their e-commerce journey. Despite running their webshop on Intershop since 2015, they sought ways to strengthen their online presence and grow their digital platform.


  • Headless backend
  • Optimized customer experience
  • Marketplace management


  • 2019


  • Adobe Campaign
  • Adyen
  • Elevate
  • Ingrid
  • Intershop
  • Microsoft 365
  • Mirakl


E-commerce to new heights

The challenge was crystal clear: Åhléns needed extra support and expertise to unlock the full potential of their Intershop-based online store. In their quest for the perfect partner for this crucial mission, Intershop pointed Åhléns in the direction of Fenego, their top-tier partner and expert in Intershop implementations. Fenego prides itself on offering tried-and-tested solutions and expert guidance in e-commerce, making them the perfect match for Åhléns to achieve their ambitions.

At the same time, Åhléns set their sights on three key objectives: integrating Adyen as their payment provider, transitioning to a headless backend, and setting up a marketplace via Mirakl. With Fenego by their side, Åhléns could pursue these ambitious goals and elevate their e-commerce platform to new heights.

Vår historia.webp


Seamless transition to a headless backend

To elevate Åhléns' e-commerce platform to new heights, they underwent a comprehensive transformation. Transitioning from a traditional monolithic approach to a modern, flexible headless backend solution, they have empowered efficient management and updates of website content and functionality. This enhancement has significantly boosted overall performance and flexibility.



Integrations with leading software

Åhléns implemented integrations with various software tools to enhance the customer experience.

Adobe Campaign for CRM

With Adobe Campaign seamlessly integrated, Åhléns builds and maintains strong customer relationships through personalized email marketing campaigns and targeted communication, fostering engagement and loyalty.

Adyen for payment processing

Streamlining the checkout process is crucial. That's why Åhléns opted for Adyen to handle their payment processing needs. With Adyen, their customers enjoy a seamless payment experience, enhancing satisfaction and encouraging repeat business.

Voyado Elevate for search and merchandising

Elevate enables AI-driven product discovery, understanding shoppers' intent, providing precise recommendations, and adapting to historical data and real-time events. This ensures a tailored and relevant online shopping journey.

Ingrid for delivery

Ingrid forms the backbone of Åhléns' logistics operations. By seamlessly integrating Ingrid into their systems, they have optimized their fulfillment and shipping processes, resulting in faster delivery times and unparalleled service for their customers.

BankID for registration and login

Åhléns understands the importance of streamlining the user experience. That's why they've integrated BankID (similar to itsme) to simplify the registration and login process, ensuring their customers have easy access to their platform.

Microsoft Dynamics 365 for order management

Efficiently managing orders is essential for seamless operations. With Microsoft Dynamics 365, Åhléns has a powerful tool at their disposal to handle order management with precision and ease.


Mirakl for marketplace management

Åhléns utilized Mirakl to establish a thriving marketplace where external sellers could offer their products. This not only expanded choices for customers but also resulted in significant revenue growth.



Automated handling of returns

Streamlining the return process was a crucial move for Åhléns. By automating complex procedures, Åhléns increased the level of automated return processing from about 50% to an impressive 95%. Customers can now return products quickly and efficiently, resulting in a significant increase in customer satisfaction.



A seamless, customer-centric journey to success

This series of thoughtful improvements propelled Åhléns' e-commerce to unprecedented heights. The result? A seamless, flexible, and customer-centric e-commerce experience that positions Åhléns at the forefront of the industry. This transformation not only strengthened their online presence but also laid a solid foundation for future growth and innovation. At Åhléns, it's not just about what they sell but also about how they present it to their valued customers. The future of e-commerce looks bright, and Åhléns is ready to continue this exciting journey.


Åhléns' ambitious plans for a composable future

Embarking on an innovative journey towards a fully composable architecture, Åhléns is leveraging cutting-edge headless backend solutions and integrating top-notch technologies to shape the future of retail. With a vision set on transforming their storefront application into a modern masterpiece with enhanced user experience, Åhléns is poised to revolutionize the shopping experience. Their relentless pursuit includes a comprehensive revision of all components, paving the way for a truly composable commerce platform designed to cater to the evolving needs of their customers. Stay tuned as Åhléns redefines the future of retail, one innovative step at a time.

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