Case Study: Electrolux achieves pan‑European, 100+ site localized ecommerce in 11 languages with Optimizely

Electrolux constructs multiple sites under one umbrella that adapt to non-linear buying journeys in up to 11 languages

Electrolux, a global manufacturer of household and professional appliances operating across 33 markets and dozens of brands, needed a single digital framework to support direct‑to‑consumer commerce across 100+ local sites. The challenge was to deliver locally relevant, compliant experiences that handle non‑linear buying journeys, balance inspirational content with detailed product information, and respect regional rules around warranties and installations.

Working with Bombayworks and using Optimizely’s content and commerce platform, Electrolux built a multi‑site architecture and content‑led experience that guides shoppers to purchase while supporting local governance and translations (including instant semantic translation for 11 key languages). The result: 106+ live sites across 33 markets (covering up to 37 languages), seamless storytelling-driven commerce, and recognition for Best User Interface and Navigation.

Electrolux