Case Study: Tamron Europe achieves a customer‑centric D2C launch and 54% site performance boost with commercetools

How Tamron Europe put the focus on a new customer-centric D2C eCommerce solution

Tamron Europe, the Cologne‑based European arm of the global lens manufacturer Tamron, wanted to turn its informational website into a customer‑centric D2C eCommerce channel after a 2019 customer journey analysis showed users were increasingly visiting the manufacturer site to buy. To gain the flexibility needed for future expansion and to support direct sales, Tamron selected commercetools’ Composable Commerce platform (with system integrator Webmatch) as the backbone of its new headless solution.

Working with Webmatch, Tamron implemented a best‑of‑breed headless stack—commercetools for backend PIM, checkout and cart; Storyblok for CMS; Vue Storefront for frontend; Algolia, Adyen and Sendinblue for search, payments and email—merging content and commerce quickly and flexibly. With commercetools Tamron launched in Germany and Austria in just two months with a small team (Product Types set up in under a week), increased Google performance by 54%, reached 89% Google Lighthouse scores, streamlined checkout and cart flows, and is rolling out to 16 more countries and 18 languages.

Tamron

Sven Diegel

Marketing Manager