Oriola
Oriola’s strategy has renewed since and now it was time to elevate their digital maturity across the board.
B2B
E-Commerce & Omnichannel
Data & Integration
Data & personalisation
Architecture
Website
New B2B and B2C e‑commerce drives revenue growth for XL‑BYG
XL‑BYG has launched a new e‑commerce platform based on modern MACH architecture, supporting both professional tradespeople and private customers.
XL-Byg
0
stores
in Denmark
0
%
B2B revenue
Solution
Kraftvaerk developed a new e‑commerce solution based on a headless MACH architecture (Microservices, API‑first, Cloud‑native, and Headless).
This architecture provides XL‑BYG with a far more flexible digital platform, where services and systems can be integrated via APIs and developed independently of one another. As a result, XL‑BYG can replace or add new SaaS solutions over time without having to rebuild the entire platform.
The modern technology also ensures high scalability, improved security, and significantly faster user experiences.
With the new platform, XL‑BYG has established a digital foundation that enables continuous development of its e‑commerce business and allows the solution to adapt to changing market conditions and customer needs.
XL-BYG as an organisation
XL‑BYG is one of Denmark’s largest and most prominent building materials chains, with 79 stores and a total turnover of approximately DKK 8 billion. The company serves both professional tradespeople and private DIY customers and has held a strong position in the Danish construction market for many years.
Digital commerce now plays an increasingly important role in the construction and building materials industry. Both professional customers and private consumers expect to be able to research products online, receive guidance, and complete purchases digitally—often in combination with visits to physical stores.
For XL‑BYG, the ambition was therefore clear: the digital platform needed to support both B2B and B2C sales while creating a more cohesive customer journey across online channels and in‑store experiences.
Challenges
XL‑BYG faced a number of key digital challenges that made it necessary to rethink the chain’s e‑commerce platform and establish a foundation capable of supporting both current and future needs across the B2B and B2C segments.
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1Around 70% of revenue is generated by professional B2B customers, alongside increasing demand from private consumers looking for guidance, inspiration, and products.
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2Digital requirements evolved, and the platform needed to better support both B2B and B2C needs.
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3The existing e‑commerce solution was technologically outdated and did not meet requirements for performance, flexibility, or personalisation.
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4The platform made it difficult to develop new features, integrate additional systems, and establish a flexible digital infrastructure.
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5The modern omnichannel strategy could not be supported by the legacy solution.
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6There was a need for a new platform capable of supporting both the professional business and the growing B2C audience.
This is the largest e‑commerce project in XL‑BYG to date, and it is of critical importance to our business.
Helene Birk,
CMO at XL-BYG
“This is the largest e‑commerce project in XL‑BYG to date and of critical importance to our business. Kraftvaerk has guided us through the project, and today we are left with a modern platform that has made us even stronger and more relevant for both private and professional customers.”
Results for XL-BYG
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1Results became evident shortly after the launch of the new platform.
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2XL‑BYG saw strong growth in both traffic and revenue, with improved performance contributing to higher conversion rates.
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3The new platform has made it possible to deliver more personalised customer experiences and a seamless, end‑to‑end customer journey across digital and physical touchpoints.
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4The result is a stronger digital position and a solid foundation for XL‑BYG’s future omnichannel strategy.
New functionality and an enhanced customer experience
As part of the project, a range of new features was introduced to enhance both the customer experience and business efficiency.
Real‑time inventory availability
The new platform gives customers access to up‑to‑date stock information directly on product pages. Customers can see whether an item is available in their local store or online, reducing the risk of unnecessary store visits and creating a more transparent and efficient purchasing experience.
Advanced search and filtering
With improved search and filtering capabilities, customers can quickly find relevant products across a large assortment. This is particularly important for professional customers who often work under time pressure and need fast access to the right materials for their projects.
Personalised dashboards for B2B customers
The platform provides professional customers with personalised dashboards showing relevant products, offers, and previous purchases. This makes it easier for tradespeople and businesses to manage procurement and delivers a more tailored digital experience.
Click & collect integrated into the customer journey
An integrated click‑and‑collect function allows customers to order products online and pick them up at their local XL‑BYG store. The feature supports a seamless omnichannel experience, where the webshop and physical stores complement each other.
Material calculation and product recommendations
The platform also offers tools for material calculation and intelligent product recommendations. These help both professional and private customers select the right materials for their building projects. As a result, the webshop becomes not only a sales channel, but also a practical advisory tool for customers.
