Case Study: Swarovski Optik achieves a fast, highly customized headless webshop with commercetools

Ein Auge für exzellenten E-Commerce haben

Swarovski Optik, the premium Austrian maker of high‑precision optical instruments, faced a restrictive monolithic commerce architecture that blocked their goal of a highly customized, content‑driven online store with faster time‑to‑market and easy adaptation across markets. To overcome this, Swarovski Optik partnered with Bright IT and selected the vendor commercetools’ headless, API‑first SaaS commerce platform (paired with Contentful CMS) to enable a decoupled, modular storefront.

Using commercetools together with Contentful and a custom AWS‑hosted frontend built by Bright IT and Gruppe am Park, the team implemented a headless, API‑first architecture and rebuilt the frontend from scratch. The result is a visually aligned, fast webshop that seamlessly blends product information and content across three customer segments, now supporting 13 countries and seven languages, improving editorial flexibility, order processing and deployment speed — all powered by commercetools.

Swarovski Optik

Hans Nilsson

E-commerce and Digital Platforms