Proffsmagasinet: replatformed, rankings kept
Discover how Proffsmagasinet, a leading Nordic ecommerce company for building-trade professionals, moved to Virto’s Commerce Innovation Platform to support international expansion without disrupting daily operations.
In short
Proffsmagasinet, a leading Nordic ecommerce company selling tools, laser and measuring equipment to building-trade professionals, had outgrown its former platform. It moved to the cloud version of Virto Commerce with its own custom modules: the Norwegian channel Staypro.no went live first as a proof of concept, then the main Proffsmagasinet.se store was migrated while old and new systems ran in parallel. The switch did not disrupt daily operations or cost Google rankings, and new country channels now reuse one shared catalog.
We are a fast-growing business, so we need a platform that not only allows us to expand but also to keep up with the ever-growing needs and demands of our sales strategies. Virto Commerce definitely ticks those boxes, being easily scalable and extremely flexible.
Challenge: growth outpaced the old platform
Proffsmagasinet’s rapid growth had pushed its legacy ecommerce platform beyond its limits.
The company needed a modern replacement that could address several specific requirements:
- Easy integration with the existing ERP and third-party systems
- Automatic traffic scaling during campaign peaks
- Multi-channel capability to add new country sales channels using the same product catalog
- Full ownership of its development backlog — no shared backlog with other companies
- Modular, “best of breed” architecture to stay within budget without compromising on capability
- A modern, cloud-based platform built for today’s and tomorrow’s requirements, with emphasis on a tailored B2B platform that also supports B2C functions
Solution: Norway first, then a parallel cutover
Proffsmagasinet selected Virto Commerce on Virto Cloud with its own custom modules. The migration strategy was designed to minimize risk: the Norwegian channel (Staypro.no) was launched as a proof of concept before migrating the primary Proffsmagasinet.se channel.
Key elements of the migration and solution:
- Parallel operation: once the new platform was set up, all business processes ran simultaneously on both the old and new systems with unified order processing, allowing flawless validation before cutover
- SEO-safe migration: the SEO team worked closely to provide technical specifications, product maps, and catalogs, ensuring Google rankings were fully preserved post-launch
- Beta testing program: key customers were given early access with a 10% discount coupon for participation, ensuring no regular customers were lost in the design transition
Result: live with no lost rankings
Proffsmagasinet’s new platform went live with all necessary standard and custom features, fully controlled and adapted to the company’s requirements. The migration was completed without disrupting daily operations or losing Google rankings.
Proffsmagasinet now controls its own roadmap independently, with no shared backlog constraints.
Business Benefits
- Campaign peaks (previously handled manually) are handled by the platform automatically, protecting revenue and customer experience during high-demand events.
- Shared product catalog architecture for multiple storefronts makes it straightforward to add new country channels without duplicating catalog maintenance work — critical for Proffsmagasinet’s Nordic expansion strategy.
- Fully owned development backlog means the team can prioritize and ship features independently.
- Modular, composable architecture of Virto’s Commerce Innovation Platform allows the team to release improvements in small, independent increments, reducing release risk and improving iteration speed.
- Azure monitoring provides real-time insight into system behavior on both server and client sides, enabling proactive issue detection before it impacts customers.
