Affari of Sweden

My responsibility as the E-commerce Coordinator was to maintain and develop the company’s e-commerce, targeting both B2C and B2B customers in Sweden and Europe. Creating analysis reports on weekly and monthly basis, web/ux design, online merchandising, SEO, producing texts and product content. Managing all tools and collaborations with both internal colleagues and external agencies regarding the e-commerce.

Furthermore, data-driven decisions were essential for the ongoing development and optimization of the online store. By regularly analyzing user data and performance through tools such as Google Analytics and Hotjar, I was able to identify behavior patterns and bottlenecks in the purchase journey. These insights formed the basis for decisions on adjustments to both web design and user flows, resulting in improved conversion rates and an enhanced customer experience.

The role required structured and analytical thinking, where I consistently used data as a foundation for ensuring that every effort contributed to the long-term success of the e-commerce platform.

I also took the initiative to develop and lead the creation of their new web design. They had been discussing for a while about how the webshop did not align with their vision of ”Inspiring a unique feeling in every room, for every occasion.” Therefore, I suggested that I could create a mockup of how the website could be designed to better match the brand and the company’s vision. After creating an initial draft, I showed it to the others in the marketing department. Because I thought it would be easier to have something visual to refer to in further discussions about additional features and changes, in order to collaboratively develop something that we felt matched the brand in the best possible way and made the customer journey as smooth as possible. The complete redesign of the website has not yet been implemented, but the company will develop the different parts gradually as resources become available.

Tools used:

• Litium (CMS, PIM)
• Pyramid (Business software)
• Google Ads
• Google Analytics / GA4
• Klaviyo
• MS Office 365
• Tawk.to (Chat software on site)
• Klevu (Ecom AI site search, merchandising and recommendations)
• Adobe XD
• Semrush
• Hotjar
• Google Search Console
• Google Ads
• Google Merchant Center