THE CHALLENGE – A manual workflow that no longer kept up
With the entire Swedish cross-country ski national team using Concept2 for their pre-season, and Hyrox booming at the same time, it became clear that the digital foundation needed to keep pace. As demand grew, the weak spots started to show.
For a business customer or a sports club simply needing a new cord for their ski machine, the process was anything but simple. DMs on Instagram, emails back and forth, manual order entry, and separate documents for bookkeeping. Many customers gave up along the way. On top of that, the fact that they couldn't pay by invoice meant even more was lost. When the digital platform started to feel inadequate, it was clear that both the website and the payment solution needed to be rebuilt.
For Mats, this wasn't only about winning customers back. It was about winning back time, so they could spend their energy on helping and advising customers and developing the community. Not on processing orders in multiple manual steps.
THE SOLUTION – A foundation for both community and smart e-commerce
When Concept2 Sverige decided to rebuild its entire digital foundation, they chose WooCommerce as its platform and Qliro as its payment partner. Together, they created a solution that handles both B2C and B2B within a single flow. Something neither previous solutions nor sister organizations in other countries had managed to get in place.
Today, a gym owner can search for an item number, place the order, enter their organization number, and receive an invoice without a single email exchange. Private customers find their products just as easily. And the team in Sundsvall gets time back for what actually builds the brand: product expertise, that bit of nerdy expertise, and the close dialogue with the community.
"We can go to Merchant Web, ask a question, and get an answer within a minute. You won't find that anywhere else. When you're a small team, that kind of support makes all the difference." – Mats Störtebecker, owner, Concept2 Sverige.
THE RESULT – Fewer steps, more satisfied customers, and international recognition
Since going live with Qliro in November 2025, Concept2 Sverige has seen a clear sales uplift, a more professional buying experience, and significantly fewer customers dropping off. One of the biggest moments of recognition came from within the global Concept2 family, when 150 people gathered from around the world to celebrate the brand's 50th anniversary. When Sweden presented its B2B solution, the reaction spoke for itself. No other agency in the world had solved that equation.
The partnership has delivered several clear improvements in a short time:
- A unified setup for B2C and B2B: Both private and business customers shop in one smart, clear flow with access to invoicing, organization numbers, and everything in between.
- A clear sales uplift: A noticeable increase since launch, driven by a more professional buying experience where fewer customers drop off.
- A partner that makes everyday work easier: With support that answers within minutes, in Merchant Web or by phone, Qliro feels more like a true collaboration partner than a vendor.
