AndBeauty: a new online store where adding a product takes a minute, not ten

The challenge

AndBeauty aims to become one of the largest beauty e-commerce department stores in Estonia, but its old store platform could not carry that growth. It had few features, little support, and the store often went down during big campaigns.

Adding products took a lot of manual work. For variant products, the parent product and its variants had to be put together by hand in Magento, because the data coming from the ERP was incomplete.

An audit showed that building on the old foundation would be too expensive. At the same time, the old store had to keep running so that sales could continue.

What we did

We built a new online store on Magento from scratch while keeping the old store running. The process went from analysis and prototyping to development, testing and maintenance, so that the new store could go live quickly and the investment could start paying for itself.

• Automated product management. We cleaned up the data flow between the ERP and the store and automated the assembly of variant products. A new product appears in the store in a few clicks.
• A three-language store. Product information and settings work in three languages without duplicate manual work.
• A simpler checkout journey. Each step of the order is a separate action, unnecessary fields are gone and links leading out of the checkout have been removed, so shoppers don't abandon the process.
• A campaign-proof platform. Setting up campaigns, product groups, price changes and discounts is easy, and the store holds up during major campaigns such as E-esmaspäev (Estonia's Cyber Monday).
• Marketing and payment integrations. A Klaviyo integration for segments and automated email flows, and the ESTO payment method alongside Modena hire purchase.
• Accessibility. The store is designed with the WCAG requirements in mind that the European Accessibility Act (EAA) has applied since 28 June 2025.
• Support after handover. Opus's user support helps with settings and campaigns, and fixes are made without shoppers noticing.

The result

Adding a single product used to take more than 10 minutes; now it takes about a minute. The online store's share of AndBeauty's total turnover has grown to around 25%.

• A stable store even at peak times. The store used to go down during campaigns; now it holds up during major ones.
• The team's time goes to sales. Automated product management removed a large share of the manual work.