Estrid is a Swedish shaving and beauty brand with millions of subscribers across Europe. As the company aimed to scale its operations further, Estrid transitioned to the e-commerce platform Shopify, a project that proved to be very complex. Handling millions of orders every year made it crucial to have a setup capable of managing financial reporting on large order volumes efficiently.
Seeking a simple and scalable platform
Before initiating the transition to Shopify in June 2024, Estrid managed their DTC storefront with a custom tech stack. Their backend was subscription-focused, utilizing proprietary APIs, a custom-built frontend, and an in-house CMS. The complexity of this system limited Estrid’s ambitions to extend the value their storefront provides customers.
“We worked with a Shopify engineering agency named Woolman, and they recommended that we contact Codeunit to assist with connecting our Shopify transactions with our existing ERP, Business Central. Codeunit has been absolutely fantastic, helping us far beyond what was expected. They also helped us find a fantastic new BC agency when we encountered challenges with our existing agency.” says Ryan Wilber, Chief Product Officer at Estrid.
Millions of subscribers for hair removal
Estrid is an award-winning vegan hair removal brand that started in Sweden in 2019. You’ve likely seen their colorful assortment of razors, which have now been complemented by wax, body care and deodorant products. With the vision of offering something new and different, the brand stands for inclusivity, innovation and playfulness. Estrid’s products are available through retailers and its own e-commerce storefront in over 14 countries.
Challenges at launch
Leading up to the launch, Codeunit and Estrid conducted several volume-based tests to ensure that the Shopify-to-BC integration could handle the high volume of daily e-commerce orders. The test environment successfully processed hundreds of thousands of orders per day, but reality at launch was different .
“When we launched on Shopify in January, we immediately ran into issues posting orders to BC. Essentially, we just weren’t able to post orders quickly enough to keep our ERP up to date. Codeunit went above and beyond the call of duty in collaboration with us, Accigo, our new BC agency, and Microsoft to identify a BC infrastructure bug that was slowing down our posting speeds. Codeunit was instrumental in identifying this issue and helping resolve it. I shudder to think of what we would have done if we hadn’t been able to fix it.” said a relieved Ryan.
Capacity to handle millions of orders
While Codeunit, Accigo and Microsoft worked to identify the issue in Business Central, Codeunit implemented a workaround to ensure Estrid’s finance reporting remained operational. By March, the problem was resolved, and the workaround was no longer needed. Now, Estrid’s setup functions as intended, with millions of orders seamlessly flowing through the system.
“I’ve never met anyone in my life as visibly interested in ERP systems as the people at Codeunit. They love them! It was their knowledge and enthusiasm for ERPs that gave us the confidence to take a leap of faith with Codeunit. Working with their team has been an incredible experience.” says Ryan.
Focusing on growth-driven activities
As Chief Product Officer at Estrid, Ryan is responsible for leading Estrids digital product, and providing compelling and value accretive experiences for customers.
“The reason we switched to Shopify was to iterate on our digital experience more quickly, and that is exactly what we are doing now. We want to do what every company wants to do – delight our customers and deliver actual value. Shopify is helping us increase the speed at which we can iterate. If we have an idea or hypothesis, we can test it today and quickly determine whether it works or not. With Shopify, the systems are more accessible, and we have much greater flexibility to make adjustments and optimizations.” says Ryan.
A key component to a successful migration
“Codeunit truly delivered far beyond what was outlined in our contract. They are highly dedicated to delivering strong, solid and high-quality work. We weren’t the easiest customers, as, going into the project, I had no idea how BC worked! Codeunit remained calm, guided us through the entire process, and was a key component in ensuring a successful migration. Their support was incredibly valuable.” concludes Ryan.
