SPORT 24 is testing their way to success

At SPORT 24, launch day is just the beginning. Every feature and piece of content begins with a hypothesis, tested and refined through data until it performs at its best. This data-driven and experimental mindset gives SPORT 24 a constant edge and an e-commerce business built for continuous growth.

Brief

Challenge

SPORT 24 wanted to upgrade their e-commerce platform from a traditional Magento 2 setup to a modern headless MACH architecture — without losing business momentum. The goal wasn’t just to launch something new, but to document measurable improvements and ensure that every change created real value for customers.

Approach

Driven by a data-first mindset, SPORT 24 ran the entire transition as an A/B test against the previous platform. At the heart of the process was GrowthBook, used to measure and validate every new feature and content component. The approach was to build, test, and refine through multiple iterations until everything performs at its best.

Solution

The result is a platform built on Contentful, commercetools, Algolia, and AWS — delivering exceptional performance, well-structured technical SEO, and high code quality. With this, SPORT 24 has not only strengthened their technical foundation but also established a data-driven mindset that sets them up for long-term success.

Outcome

12%

growth in avg. basket size

13%

higher conversion rate

56%

more sign-ups for the loyalty club

CRO

In recent years, SPORT 24 has refined an approach to e-commerce that many could learn from. Rather than viewing a new platform as a finished product, they treat it as a living experiment. Everything is tested, measured, and compared with a focus on CRO (Conversion Rate Optimization) - from product pages to features and content. The goal is to continuously improve conversion rates, sign-ups, and time on site, while ensuring the best possible customer experience.

This mindset became especially clear when SPORT 24 transitioned from a classic Magento 2 solution to a headless MACH setup built on Contentful. The migration itself was treated as an experiment, with performance tracked through concrete KPIs focusing on basket size, conversion rate, and customer sign-ups. At the same time, the platform received a significant upgrade in UX and digital design.

And the results speak for themselves: A 12% increase in average basket size, 13% higher order conversion rate, and 152% more in-store product reservations. That’s not just optimization, it’s a measurable boost to the business bottom line.

Here's what SPORT 24 are saying

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"It usually takes two to four iterations before we get it right. That’s why every new feature is tested and measured - to prove its effect and enhance the user experience. And sometimes, we have to pull the plug if the improvements don’t follow through. It’s never easy, but it’s part of staying true to what works."

Jens AavildHead of Ecommerce Development

“Our development team is highly skilled and keeps pushing the platform forward. With Vertica’s support, we’ve built a robust and scalable codebase that won’t slow down or need replacing after a couple of years. The continuous sparring on architecture, structure, and best practices makes it possible to grow and evolve the platform without the work turning into massive projects.”

Jens AavildHead of Ecommerce Development

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Split Testing

The split testing began with a comparison between the old platform and the new one. Today, it’s an integrated part of SPORT 24’s entire e-commerce approach. They test at every level: Features, content, and user journeys. GrowthBook serves as the central tool for A/B testing, continuously providing data that shows which actions deliver the greatest impact.

It’s an experiment-driven approach to business development, where every change is validated through statistically significant data. This allows SPORT 24 to constantly learn what truly works, and to prioritize the initiatives that create real value for both customers and the business.

Tech

To work as data-driven as SPORT 24 does, you need a robust and modern technical foundation. That’s why they have chosen an architecture built on some of today’s most powerful technologies:

Next.js as the frontend framework
A serverless .NET backend hosted on Amazon Web Services
Contentful as a headless CMS
commercetools as the commerce engine
Algolia for lightning-fast, precise search

Performance and UX are top priorities - ensuring a fast, stable, and seamless user experience, which is often highlighted as one of the platform’s greatest strengths.
Security is equally important, supported by internal access control and single sign-on across all SaaS platforms.

From the start, strong emphasis was placed on technical and classical SEO as well as high code quality. Over time, AI-optimized search and accessibility have become increasingly important focus areas, helping lift the platform to an even higher level.

Together, these elements form a solid foundation for both operation and continuous development - ensuring that every data-driven experiment produces valid results the business can act on.