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Rusta’s Road to a Stable, Scalable Web and E-Commerce Ecosystem

Rusta, of of the largest home and leisure discount retailers in the Nordics, recognized the need to build a scalable, stable, future-proof digital foundation. With a strong physical store network already established in Sweden, Norway, Finland, and Germany, Rusta was looking for an e-commerce solution that could match their digital ambitions and support continued growth.

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Industry

Retail


Geography

Sweden, Norway, Finland, Germany

Project scope

E-commerce, Digital Transformation, OMS, Business Advisory

Website

Rusta.se

Solutions

Avensia Nitro, Fluent Commerce, Inriver PIM, Voyado Elevate 4

 

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Quote
We were looking for a partner to take us to the next level—and that was Avensia.
Andreas Bertilsköld, New Business Development, Rusta

The goal Laying the Foundation for Scalable Growth

From the very beginning, Rusta had a clear goal: to build a future-proof digital platform that was not only scalable and stable but also equipped to support both their immediate business needs and long-term growth. The company required a more modular architecture and a new order management system (OMS) that would enable them to handle complex use cases such as in-store returns, in-store orders, international expansion, and seamless integration across all digital touchpoints.  

 

Rusta also wanted a partner with broad expertise to help develop both their technology and business. Avensia became this partner, and together we set three main priorities: driving growth, improving the commercial experience, and strengthening the Rusta Customer Club. These priorities guide Rusta’s ongoing digital transformation.

 

The challenge Breaking Free from Technical Limitations

Before partnering with Avensia, Rusta ran on a customized in-house e-commerce solution. To support their rapid growth, they wanted to move toward a more standardized storefront that would enable faster development, customer-driven innovation, and scalable architecture. By doing so, Rusta aimed to reduce complexity, ensure consistent product visibility, and more easily roll out new features that align with business needs.

 

Rusta saw increasing opportunities to enhance the customer experience, such as enabling seamless online returns in-store and offering greater flexibility in managing orders across digital channels. To fully capitalize on these opportunities, they recognized the value of having a strategic advisor like Avensia by their side. 

 

Rusta’s previous system was outdated and limited future growth. To address this, Rusta chose to develop a new web and e-commerce platform, one that could deliver faster time-to-market, improved stability, and flexibility to support advanced use cases and international growth. 

Rusta's website from a mobile device

The solution

A Modern Architecture for a Modern Retailer

The project started off as a classic “lift and shift” but quickly grew into something much bigger: a collaborative effort to transform how Rusta delivers digital commerce. 

 

Avensia began by proposing a complete platform upgrade. To support this transformation, we implemented: 

 

Avensia Nitro: A modern, packaged solution with Optimizely at its core. With its ready-made storefront and the ability to easily add features, it gave Rusta a stable and scalable foundation designed to support long-term growth and flexibility across markets.

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Fluent Commerce Order Management System (OMS)
 Enabling more advanced order management capabilities, including online returns in-store (ORIS) in Sweden, Norway, and Finland and order tracking. 

 

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Voyado Elevate
 Integrated to enhance Rusta’s merchandising and site search capabilities. The implementation allowed for more relevant results and enabled filter logic tied to available product data.   

Avensia has assumed responsibility for the management of Rusta’s Inriver Product Information Management (PIM), a move driven by Rusta’s ambition to combine partners for web, e-commerce, Club Rusta, and PIM into one trusted collaboration. Owning Rusta’s e-commerce and product information management has created clearer synergies between the two. Avensia also provides strategic business advice, a development that has proved to be just as important as the technical implementation. 

Quote
Since we implemented Nitro, we now have a more robust and stable solution in place. We’ve noticed a huge difference.
Rickard Davebo, Web Manager, Rusta

The results Unlocking Growth Through Partnership

Since launching the new platform in October 2024, Rusta has seen measurable improvements. The site has proven more robust, and the transition has enhanced both the internal and external experience.

 

Key outcomes include:

  • Improved site performance supporting a smoother shopping experience and a strong start in terms of online sales and organic growth.
  • Shortened time-to-market for business development initiatives and feature rollouts.
  • Reduced technical issues, including a major drop in bugs and double and stuck orders.
  • Stronger internal workflows, driven by a more stable platform and cross-functional collaboration.
  • Improved product visibility and order tracking

The platform’s newfound flexibility has made it easier for Rusta to respond to future needs. 

A Partnership Driving Progress

Rusta’s progress is the result of a tightly knit, collaborative partnership between the Rusta and Avensia teams. More than just a technical implementation, the project has established a modern digital ecosystem that allows Rusta to move forward with clarity and efficiency. Working from a shared roadmap has helped the teams maintain momentum, prioritize effectively, and make steady progress. With this structure in place, Rusta can now present its brand more consistently and efficiently across digital channels.  

 

Despite an ambitious timeline, the project has stayed on track and delivered with quality. What began as a platform migration has evolved into a strategic partnership between Avensia and Rusta.

Quote
The team from Avensia brought valuable experience and insight. We’ve had a close and effective collaboration that has proven to be truly rewarding.
Maria Skogsberg, Service Manager, Rusta

Continuous Work Building the Future, One Step at a Time

With a solid digital foundation and a shared roadmap in place, Rusta and Avensia continue to work side by side to realize the company’s vision of becoming Europe’s leading and most trusted low-price retailer.  E-commerce operations are expanding into new markets, while ongoing enhancements to the site design, navigation, and product detail pages aim to improve usability and performance.

 

The roadmap also includes refining the Rusta Club experience, with a renewed focus on both smaller updates and broader improvements under the Rusta Club 2.0 initiative. To support more seamless omnichannel operations, Avensia is helping Rusta implement Customer Order in Store and run site accessibility audits.  

 

Additional initiatives currently in motion include: 

  • Activating Trustvoice to introduce product reviews.
  • Extending the functionality of Fluent Commerce OMS, including advanced order orchestration and optimization.

As Rusta continues to grow, Avensia remains a committed strategic partner, ensuring that Rusta is well-positioned to continue their digital transformation, creating a seamless and scalable digital experience for millions of customers. 

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Quote
We have a different time-to-market now when it comes to digital business development. It feels like we’re standing on a solid foundation to be able to meet future needs and further develop Rusta.
Gustav Sjögren, Head of Application and Development, Rusta

About Rusta

Rusta is a leading Nordic home and leisure discount retailer with over 210 stores across Sweden, Norway, Finland, and Germany, complemented by online sales in Sweden, Finland, and most recently, Norway. Offering a broad yet curated selection of home and leisure products at low prices, Rusta employs more than 4,800 people and is headquartered in Upplands Väsby, Sweden. Founded in 1986, the company’s vision is to make Rusta the leading and most trusted low-price retailer in Europe.

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