How migrating to commercetools improves business growth and efficiency

Euroflorist, operating in more than 10 countries and serving millions of customers each year, is a major player in the European flower delivery market. With its substantial workforce and decades of experience, the company's initiative to modernize its digital infrastructure was aimed at meeting the evolving needs of its expansive customer base and remaining competitive.







Magnolia CMS



Discovery phase

eCommerce development

CMS implementation

PIM integration




Why were we asked to help?


Providing the appropriate tools and technical expertise for business growth

Seeking to increase responsiveness and efficiency, Euroflorist, an international flower delivery chain, aimed to replace the current platform with a whole new technology stack. This strategic move was necessary for faster feature rollouts and increased innovation. It also addressed the challenges posed by their old platform, which was costly and slow to update. The goal was to cut maintenance expenses and enable business users to manage content and product tasks directly, reinforcing that the right tools are essential for improving business operations and driving growth.


How did we tackle the tech?

Technology upgrade for more efficient operations

The project underwent several distinct phases. Each phase had a well-defined scope of work and adhered to agile principles to ensure the timely delivery of expected results. The client came with pre-selected technology components, including Ergonode (PIM), Magnolia (CMS), and commercetools to form a unique technological ecosystem.

Scoping session and preliminary phase

Initially, we conducted a scoping session followed by an in-depth preliminary phase. The client's selection of the technology stack posed certain challenges because the compatibility and synergy between Magnolia and Ergonode were not ideal. However, our focus was not to dwell on these challenges but to ensure their effective integration and functionality. 

We employed a “skateboard approach,” a proof of concept strategy, for the implementation phase. This involved constructing a basic, unstyled version of the service to validate the core idea. This strategy was crucial in confirming that the selected technologies would deliver the expected result: allowing business staff to work directly with the system effectively. The architecture adopted was a typical composable commerce model augmented by the client's robust technological infrastructure.

A significant aspect of the project was integrating the new eCommerce platform with the client's existing systems. Over the years, the client had developed a custom order management system (OMS) and a unique integration layer based on Azure Messaging Service. They also had implemented HubSpot CRM and Microsoft Dynamics ERP. Ensuring seamless integration of these systems with the new eCommerce platform was primarily carried out by client-side members of the team. 


Collaborative development 

The project's completion took approximately eight months. It involved a single scrum team from our side and multiple developers from the client's end. These developers were engaged in learning the new technologies and working on integrations. They contributed significantly to the project. This collaborative effort was key in handling the complex integration needs and in aligning the new platform with the client's existing digital ecosystem.

The result was a seamlessly integrated and efficient eCommerce platform tailor-made to the client's unique technological landscape. The project, despite its complexity and the challenges posed by the chosen technology stack, is a testament to effective collaboration and agile project management. Looking forward, we plan to continue supporting and enhancing the platform to align with the client's evolving business needs and technological advancements.


What did we achieve?

Enhancing UX and expanding market reach with a new platform

The biggest achievement of this project is the empowerment of business users that allows them to directly engage with products and content. This is a crucial step in enhancing operational efficiency and user autonomy. The project's success is just the beginning. We are committed to continuing our partnership with Euroflorist by focusing on expanding their reach across various markets through the new platform.

Our efforts will be geared towards enhancing the user experience (UX), introducing innovative features like international shipping and the sending of notifications about upcoming occasions for sending flowers, and the next rollouts of the platform. The journey ahead promises to bring transformative changes.

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