Bang & Olufsen customer story
Customer Possibility Story of how Bang & Olufsen strengthened their D2C sales by creating premium online shopping experiences
Bang & Olufsen Customer Story

How B&O strengthened their D2C sales by uniting all their brands under one unified commerce solution.

Bang & Olufsen customer logo
Bang & Olufsen (B&O) is a Denmark-based manufacturer of high-end consumer electronics, producing audio equipment, such as speakers and headphones, as well as television sets. Peter Bang and Svend Olufsen founded the company in 1925 after designing a radio to work with alternating currents, a product of significance at a time when most radios were still running on batteries.
Conversion Rate
Commerce APIs
  • B2C
  • Electronics
  • Sitecore
  • EMEA

The Challenge

Bang & Olufsen needed to unite the premium audio products and accessories of the BeoPlay and B&O brands under one roof. The intention was to strengthen D2C sales online by taking their eCommerce ecosystem to the next level.

The Solution

Bang & Olufsen launched the project in 2018 and had a website prototype in place within 6 weeks. In February 2019, after 10 weeks, they launched the actual site, including an integrated global shop. The site serves as a unified online flagship store that is focused on digital commerce and driven by storytelling rooted in the brand’s history, design, products and collaborations.

Now that we have a modern headless platform, this is where the real fun starts, where we can enable omnichannel features and functionalities. This points to doing a lot of things right.
Tomas Antvorskov Krag

Director eCommerce, Bang & Olufsen

Bang & Olufsen customer logo

Why it was a success

The commercetools platform gives Bang & Olufsen the flexibility they need to integrate all sales channels into a single omnichannel strategy. For example, POS systems will be connected to the eCommerce platform to exchange data and to make the online frontend available in the stores – the flexible API architecture of commercetools will make this next step, and all other future adjustments, very easy.

Bang & Olufsen's new eCommerce gives them the flexibility to integrate all sales channels into a single omnichannel strategy

commercetools features for B&O


Customers can purchase B&O branded products online, and collect them in-store.

PIM (Product Information Management)

Inventory, pricing and promotions are updated in real-time across all sales channels.

100% Headless

Headless integrations with Contentful CMS provides flexibility on the frontend.

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