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From Legacy Constraints to Scalable Growth: Skruvat’s Digital Transformation

Skruvat is a leading Nordic retailer of car spare parts and accessories targeting both B2C and B2B audiences. Its legacy e-commerce platform was holding back ambitions to expand the product range and enter new markets. Together with Avensia, Skruvat has launched a composable commerce platform and implemented a new CRM solution, creating a scalable foundation for growth, improved customer experiences and future innovation.

+ 5 %

average basket value

90 %

faster development time

50 %

reduction in campaign setup time

Skruvat’s Success Journey in Brief

Challenges

An outdated e-commerce platform, manual processes and limited customer data hindered Skruvat’s growth and expansion ambitions.

Solutions

Avensia implemented a scalable composable commerce platform with tailored functionality and a new CRM solution to improve customer engagement.

Results

Faster development, more efficient marketing operations and improved site performance have supported market expansion and a 5% increase in average basket

Industry

Consumer goods


Geography

Sweden, Denmark, Norway, Finland, Germany

Project scope

E-commerce, CRM, Business Advisory

Website

Skruvat.se

Solutions

Avensia Excite, commercetools, Contentful, Voyado Elevate 3 (search & relevance), Voyado Engage (CRM)

 

The Challenge A Platform Holding Back Growth

Skruvat’s previous e-commerce solution had been in place for more than 15 years and was built on outdated technology. Over time, maintenance became increasingly costly, with development resources largely tied up in fixing bugs rather than driving innovation.

One of Skruvat’s most important growth drivers is expanding its extensive assortment of spare parts and accessories. However, indexing products, prices, and inventory was a lengthy, manual process that created a major bottleneck. Adding new products or making changes had become increasingly complex and even simple changes could cause unexpected issues elsewhere.

The challenges extended beyond technology. The marketing team faced inefficient workflows, time-consuming campaign management and limited access to customer data, making it difficult to deliver relevant, personalized communication at scale. Performance issues, especially during peak traffic periods, affected both customer experience and internal confidence.

Skruvat recognized that further improvements to the legacy platform would not be enough. They needed a flexible, scalable technology foundation that could support their long-term growth ambitions. It was this realization that led to a strategic partnership with Avensia.

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The Solution

A Composable Commerce Foundation

Together with Avensia, Skruvat set out to build a flexible and scalable commerce foundation that could support its long-term growth ambitions. Avensia worked closely with Skruvat’s teams across engineering, product management and operations to define clear business and technical goals:

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Enable rapid expansion of the product catalog and faster time-to-market for new features.

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Reduce dependency on developers by empowering marketing and business teams.

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Improve site performance, scalability and stability across markets.

Avensia Excite Pre-Packaged Accelerator

Skruvat chose Avensia Excite as the foundation for its new e-commerce platform. This pre-packaged composable commerce accelerator combines proven technology and best practices to deliver high performance, flexibility and scalability from the start.

The new platform combines best-of-breed technologies to support Skruvat’s ambitions:

  • Commercetools: Powerful commerce engine ensuring stability and performance.

  • Contentful: Scalable CMS enabling internal efficiency and speed to market.

  • Voyado Elevate: Strong search and relevance engine for better product discovery.

  • Voyado Engage: Comprehensive CRM platform to drive customer engagement and loyalty.

Rather than rebuilding everything at once, Avensia guided Skruvat through a phased migration approach. The existing frontend was initially kept in place while the backend was modernized, ensuring minimal disruption to the business. Thanks to Avensia Excite, the team could start from a fully functional commerce setup and focus on Skruvat’s specific needs instead of solving basic commerce challenges from scratch.

Commercetools and Contentful with a Twist

As part of the Excite framework, Skruvat uses commercetools as the commerce engine and Contentful as the CMS, all orchestrated, implemented and tailored by Avensia. As system integrator and strategic partner, Avensia has been responsible for the overall architecture, implementation, integrations, experience design and the long-term roadmap.

A key part of the solution was supporting Skruvat’s complex product logic. Customers need to find the right spare parts based on license plates, car brands, models, and variants, with similar requirements for motorcycles and boats. Avensia developed custom functionality within the Excite framework to manage this complexity at scale, while giving Skruvat full control of its product assortment.

Driving Customer Centricity with Voyado Engage CRM

To strengthen customer relationships and create more relevant buying experiences, Avensia helped Skruvat implement Voyado Engage as its new CRM platform. By bringing customer data and marketing automation together, Skruvat can deliver more personalized communication across the customer journey, improve customer engagement and build a stronger foundation for long-term loyalty.

Quote
It was a really good collaboration that enabled us to launch the project relatively quickly. Both Skruvat’s and Avensia’s teams have done a fantastic job.
Jörgen Larsson, CTO, Skruvat.se

The Results

Operational Efficiency Across the Organization

The new platform delivered immediate impact across the organization.

For the marketing team, day-to-day work has been transformed. Campaigns, banners, articles, and product content can now be managed independently, without relying on developers. New features can be introduced and tested on selected parts of the site, with full control over when and where they are activated. The time spent on setting up campaigns has been reduced by 50%.

With Voyado Engage, Skruvat can now manage customer communication, including transactional emails, through automated workflows. This enables more relevant, data-driven communication across the customer journey while reducing manual work for the marketing team.

Development time has been reduced by 90%, allowing developers to focus on higher-value initiatives. In addition, the new API-first, composable architecture has unlocked flexibility and speed. Integrating new payment providers, exposing custom APIs or connecting third-party tools is significantly easier, leading to a sharp increase in productivity and experimentation.

Quote
It’s so great to see what the teams have achieved together in this project. They solve problems, work together and make things happen.
Jörgen Larsson, CTO, Skruvat.se

Improved Performance Drives Better Customer Experiences

Improved site performance and stability have created a faster, more reliable shopping experience, supporting conversion and SEO performance. After launch, the site’s Google PageSpeed score immediately jumped from 15 to 80 (and counting).

By adapting Avensia Excite to Skruvat’s specific product structure and business logic, the time required to index Skruvat’s rapidly growing catalog was significantly reduced. Products, prices, inventory levels, and content are now indexed gradually and updated continuously, ensuring search results, product feeds, and sitemaps remain up to date across markets.

In addition, advanced filtering tailored to Skruvat’s extensive product catalog is now fully supported, from standard filters such as stock status, brand, and price range to more specialized criteria specific to spare parts. The integration to Voyado Elevate ensures fast and relevant product discovery, further improving customer buying experiences.

The overall improvement in customer experience resulted in an impressive 5% increase in average basket size.

Quote
The combination of a stable commerce technology foundation and a modern CRM solution has really helped us to become more customer-centric, create engaging buying experiences and rapidly scale our business to new markets and segments.
Cecilia Horvath, CMO, Skruvat.se

The Challenge Flexibility to Scale Fast

The flexibility of the platform and its ability to integrate new systems and add new markets has quickly been proven in practice. In under a month, Skruvat launched a new site in Denmark along with a new mobile app. The composable setup also enables Skruvat to switch payment providers per market and customer segment without redevelopment.

With strong in-house technical expertise, Skruvat can now quickly make changes and introduce new features using its own development teams while relying on Avensia’s expertise to ensure scalability, stability, and maintainability long term.

The CRM solution was also designed to support expansion into new markets and customer segments, making it easier to scale marketing activities alongside the business. Marketing automation workflows, emails and campaign structures can now be adapted for new markets in a few days, rather than months. The implementation of Voyado Engage also enabled Skruvat to launch its first customer loyalty club, creating new opportunities to build long-term customer relationships.

Looking Ahead Less Tech Maintenance Allows for More Experimentation

With a modern commerce foundation, Skruvat is well positioned for continued growth. Lower operational overhead and reduced technical debt allow the organization to focus on strategic initiatives, including:

  • Geographic and category expansion.

  • Experimenting with personalization, campaigns and product bundling.

  • Exploring advanced capabilities like AI-driven marketing and customer targeting.

The platform's flexibility supports these ambitions, enabling Skruvat to enter new markets and introduce new product categories with greater ease. The launch of a new tools category, expansion into new markets and introduction of a customer loyalty club already demonstrate how the new solutions support Skruvat’s growth ambitions.

Are you interested in hearing more about our partnership with Skruvat? Be in touch and we'll reach out to you!