Case Study: Thule boosts search usage and click-through rates with Athos Commerce

How Thule and Athos Commerce improved global product discovery, driving 80% higher search usage and stronger ecommerce performance

Thule, a global consumer goods company focused on premium outdoor, transport, and travel products, needed a better way to support product discovery across its direct-to-consumer ecommerce sites. Its previous on-site search setup had limited relevance, control, visibility, and analytics, making it difficult for customers to find the right products and for internal teams to improve search performance. Thule selected Athos Commerce to address these issues.

Athos Commerce implemented an AI-driven search and discovery platform with relevance tuning, synonym management, ranking control, filtering, zero-results handling, and analytics. The solution launched across 23 markets and delivered measurable gains, including an 80% increase in search usage, a 10% increase in click-through rate, and a 41% decrease in search abandonment. Search users also converted at 2.69%, compared with 0.59% for non-search users.

Thule

Petter Mattsson

Head of Platform