Flaconi customer story
Flaconi Possibility Story

How leading online beauty store flaconi created stunning storefronts with commercetools composable commerce and frontend solutions.

Customer Possibility Story of how  Flaconi, Germany’s largest online pure player for beauty, migrated to a MACH-based digital commerce
Flaconi customer logo
Founded in 2011, flaconi is a leading online beauty retailer in Germany, Austria and Poland. The online shop offers an extensive selection of beauty products and perfumes, ranging from natural to premium cosmetics, and focuses on the shopping experience and customer needs. In addition to excellent customer service, high-quality design and intuitive shop operation, extensive product information and short delivery times make online shopping easy and convenient.
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  • B2C
  • Retail
  • Adobe Commerce (Magento)
  • EMEA

The Challenge

Working with an old architecture based on Magento and individual programming increased maintenance overhead and time-to-market, especially for complex features. Performing online changes became a massive bottleneck as marketers depended heavily on IT departments. Most importantly, the legacy platform could not withstand flaconi’s fast online growth: Scaling website capacity during traffic peaks involved meticulous planning and team effort, which translated into high costs.  

Moving forward, the company required a flexible and adaptable solution to administer all transactions on flaconi.de, scale without limitations and offer a first-class mobile user experience. As a pure online player, accelerating innovation is vital to achieving the company’s ambitious goals of becoming Europe’s favorite one-stop shop for beauty.

The Solution

flaconi transitioned from a monolithic platform to a microservices-based and API-first architecture with commercetools Composable Commerce, maximizing flexibility and time-to-market for new features and touchpoints without vendor-lock-in. 

At the same time, flaconi implemented commercetools Frontend to upgrade its storefront with a Progressive Web App (PWA) that combines the benefits of websites with native apps. This way, marketers can build web pages by drag and drop with visual building blocks via commercetools Frontend studio, while technical teams can focus on new component development using the latest frontend-as-a-service technology.

What convinced us at commercetools is the fast time-to-market for new features and products that the platform makes possible, the flexible backend, and the scalability. Our developers like to work with it, and its performance and well-developed APIs impress them.
Sven Rosemann

Director Technology, Flaconi

Flaconi customer logo

Why it was a success

More speed, more flexibility, fewer dependencies — thanks to commercetools Composable Commerce and Frontend, flaconi’s marketing and technical teams can work independently of each other and achieve fantastic results faster. 

Now, the company has the flexibility to add new functions and shops, run A/B testing easily, try out different business models and storefronts and, if necessary, readjust and adapt with ease to meet customers’ demands. 

With the entire commerce tech stack on commercetools, flaconi has the flexibility and agility needed to grow, and the company expects to augment revenues by a staggering 50% annually since migration.

Flaconi's scalable platform based on the commercetools backend supports market growth and can be easily updated

commercetools features for flaconi

Frontend-as-a-service

Custom digital commerce experience integrates via APIs with commercetools Frontend's adaptable storefronts.

PIM (Product Information Management)

Complex product and category management for 700 different brands and 45,000 items.

100% Headless

Complete flexibility supported by API integrations with Contentful CMS.

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