Alligo unites multiple markets on one scalable platform

Alligo is one of the leading suppliers of tools, workwear & services for trade professionals in the Nordics. With the concept brands Swedol in Sweden and Tools in Norway and Finland the company is serving both a B2B and B2C customer base.

With more than 190,000 stock keeping units, their customers range from large enterprises to smaller regional businesses, each with unique needs.

A major challenge in the project was that each country previously operated its own set of ERP, PIM, logistics, and e-commerce systems. This fragmented landscape led to significant complexity, inefficiency, and high costs of ownership, while also making it difficult to deliver a consistent customer experience across markets.

Today, all countries are working within the same unified systems at a Nordic level. The new e-commerce platform is a central part of this transformation, ensuring a seamless and consistent digital experience for customers in every market.

At the same time, ERP, PIM, and logistics processes have also been harmonised, making it much easier to manage operations, share data, and scale the business across the Nordics.

“We have a lot of small and medium sized B2B customers, that has B2C behaviour when it comes to how they are shopping and we need to give them the same journey on our website,” says Clint Fischerström, Head of e-commerce at Alligo and continues:

“On the other side, we have the large customers with total other demands. They want to see invoices, they want to have bonus systems, they want to have approval functionality, they need to have reports of what they buy and how much, and if the product is sustainable or not.”

Faster onboarding and smarter catalogues

For Alligo, onboarding new B2B clients is a critical moment. Every customer often requires a tailored catalogue to reflect their unique purchasing agreements and product needs. With the old setup, this was a time-consuming process for both customers and employees.

IMPACT Commerce helped Alligo streamline this by simplifying how customer assortments are created and managed for larger clients with special requirements and individual negotiated, limited product ranges.

Instead of manually building and maintaining these assortments, the new solution saves an enormous amount of time by automatically updating each customer’s assortment with new products as soon as they become eligible for purchase.

This automation not only reduces onboarding time significantly but also ensures greater accuracy and efficiency for both Alligo and their business customers.

“The new platform allows us to run more efficiently and improve margins, even when order volumes are lower. That efficiency gives us a stronger competitive edge in the B2B market, where reliability and cost control are critical,” says Clint Fischerström, Head of e-commerce at Alligo.

Learn how B2B companies can turn small customers into top-line growth

A scalable cloud foundation

To prepare for future growth, Alligo needed a solid digital foundation. IMPACT Commerce first migrated Sweden’s platform to the cloud, creating a blueprint for the other markets.

Finland and Norway followed, resulting in a single cloud-based platform that now underpins the entire business. This shift reduced the burden of local system ownership and created a unified solution that is easier to manage, update, and scale.

For Alligo’s B2B customers, the change means greater reliability, faster performance, and the ability to adapt to their needs more quickly.

“The goal was to give Alligo’s B2B customers a seamless, professional buying experience across every channel. That’s why we built the platform not as a one-off project, but as a living solution that adapts and grows with their business,” says Viktor Sterner, Delivery Manager at IMPACT Commerce.

Built on modern technology

Behind the scenes, the platform is powered by a modern cloud-first technology stack designed for scalability and speed. Tools like Adobe Commerce Cloud and Algolia ensure that Alligo can deliver fast, relevant product discovery and personalised experiences for its business customers.

But the focus is not on technology for its own sake – it’s about giving Alligo a flexible, reliable foundation that allows new features and services to be rolled out quickly, in line with customer demand.

“For us, delivery is not just about migration – it’s about continuous development. We worked side by side with Alligo to ensure CRO, SEO, and new features were built in parallel with operations, so the business keep moving forward without disruption,” says Viktor Sterner, Delivery Manager at IMPACT Commerce.

Next: Accelerating SMB Growth

The partnership with Alligo is still going strong and we are aiming to strengthen the business’ position in the small and medium-sized business (SMB) segment, where growth potential is high. With a scalable platform and automated onboarding processes, Alligo can now serve more customers efficiently without increasing manual workload.

Data analysis and defined KPIs will guide smarter decision-making and unlock further margin improvements. Together with IMPACT, Alligo is building the digital capabilities needed to expand confidently into new customer segments and scale its B2B business across the Nordics.