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Proffsmagasinet 

Discover how Proffsmagasinet, Sweden’s leading B2B ecommerce company for professional builders, migrated to Virto’s Commerce Innovation Platform to support international expansion with zero downtime during migration.

3+
country channels on one shared catalog
0
downtime during migration
100%
Google rankings preserved post-migration
1
cloud-based unified platform

Key Achievement

Proffsmagasinet successfully migrated its primary Swedish sales channel (Proffsmagasinet.se) and launched a Norwegian channel (Staypro.no) on Virto’s Commerce Innovation Platform without disrupting live operations or losing Google search rankings.
“
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.
Andreas Kardell
Andreas KardellCTO at Proffsmagasinet

Challenge 

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:

  1. Easy integration with the existing ERP and third-party systems 
  2. Automatic traffic scaling during campaign peaks 
  3. Multi-channel capability to add new country sales channels using the same product catalog 
  4. Full ownership of its development backlog — no shared backlog with other companies 
  5. Modular, “best of breed” architecture to stay within budget without compromising on capability 
  6. 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

Proffsmagasinet selected Virto’s platform on Virto Cloud with 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

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 with zero downtime and zero loss of Google rankings.

Proffsmagasinet now controls its own roadmap independently, with no shared backlog constraints.

Proffsmagasinet results
Zero downtime migration 
Google rankings fully preserved 
New country channels from shared catalog 
Fully owned development backlog 

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 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.

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