Case Study: SPORT 24 boosts conversion and omnichannel scalability with commercetools

How SPORT 24 scored big customer experience wins by moving from legacy tech to composable commerce

SPORT 24, a Denmark‑based sports retailer operating in multiple Scandinavian markets, struggled with scaling and slow performance after outgrowing its legacy Magento (Adobe Commerce) platform. Faced with frequent site crashes during seasonal peaks, costly six‑monthly upgrades, and a need for freedom to experiment with omnichannel and AI-enabled experiences, SPORT 24 sought an API‑first, flexible solution — choosing commercetools Composable Commerce (alongside Contentful, AWS and Next.js) to regain agility.

commercetools delivered a best‑of‑breed composable stack following a 4‑month proof‑of‑concept and a 9‑month big‑bang migration (team: 6 devs + 1 architect), integrating CMS, cloud hosting and a Next.js frontend with extensive A/B testing and API orchestration. The result: dramatically faster storefronts, real‑time store availability and successful ROPIS flows, preliminary A/B tests showing a 14% lift in conversion and a 13% rise in AOV, increased membership signups, easier localization for expansion, and a clear path to digitize SPORT 24’s B2B business — enabled by commercetools’ flexible data models and APIs.

Sport24

Jens Erik Aavild

Head of Ecommerce Development