Case: Babysam

New solution creates 230% online growth

 BabySam's strong omnichannel focus suits the customers

With a turnover of DKK 500 million annually divided across 33 retail stores, sales to institutions and online sales, BabySam is the biggest player by far on the Danish market for baby and children’s equipment. The chain has targeted investments in recent years in increased efforts to create Denmark’s strongest platform for its customers, with a unique presence across channels, and is now Denmark’s strongest and most future-proof chain in the industry.

Its unrelenting focus on e-commerce, SoMe activities and a strengthened store concept have been consistently well received by customers, and, with a desire to further strengthen its omnichannel activities, BabySam has now gone one step further with a total solution from Hesehus.

Explore BabySam’s new online shop for yourself here​​​​​​​

Silver at the E-Commerce Award

With the new e-commerce solution, which has been developed on the software platform Bizzkit, BabySam has managed to generate no less than 230% online growth the first two years on a highly competitive market. In addition, the children's equipment giant saw an increase in the conversion rate of 44% in the first year. This progress has been noted and commended, not least by the jury of the FDIH E-commerce awards 2019, in which BabySam together with Hesehus won silver in the category ‘Best e-commerce case’.

In the design and development of BabySam’s new online shop, the focus has primarily been on creating the ultimate user experience, where mobile first is crucial, as 80% of the company’s traffic comes from mobile devices. BabySam has also worked strategically and systematically with a high quality of data and performance insights. The customers have rewarded this well-considered, ambitious approach to e-commerce with an average score of 8.7 on Trustpilot, which is due in no small part to the fact that BabySam can guarantee speedy delivery and the opportunity to collect products in the physical stores, which over half its customers currently make use of.   

 BabySam's webshop is designed with full focus on mobile first

Reasoning behind the jury’s decision to present 2019’s E-commerce award to BabySam (based on the first year of the webshop)

”Four months. That’s all it took for Hesehus and BabySam to develop a new e-commerce solution, which despite being still in its infancy is already showing impressive results. Online sales have increased by 113%, the conversion rate has risen by 44% and organic traffic has increased by 33%. The craftsmanship is solid, agile and worked into all areas of the business, which naturally also has a well-managed omnichannel strategy”​​​​​​​

 Personalized content on provides the best customer experience

Case details

Launch in December 2017


Webshop, PIM, DAM, CMS and design

Functions & features

The Kibana reporting tool enables real-time responses to the most important KPIs such as sales and delivery parameters


Silver at the E-commerce Award 2019 in the category ’Best e-commerce case’

Similar cases

More B2C-cases by Hesehus

Lars Hedal, CEO at Hesehus
"Want to hear more?" Lars Hedal CEO +45 40 25 50 83