"We had the products and expertise, but the store did not show it. Now customers instantly understand that they are in the right place, and retailers can log in and manage their orders without having to call us. "}
Geir Morten Stenhaug
Owner and managing director
Challenge
Robito had the inventory, expertise, and four decades of reputation behind it, but an online store that couldn't keep up. With over 2000 products spread across dozens of categories, it was difficult for customers to find what they were looking for. The product structure was inconsistent, the search delivered poor results, and retailers had no self-service solution. All orders went through phone and email.
Solution
The merchant built the store from the ground up on Shopify. All products were restructured with consistent categorization and metadata to support smart filtering and search. A customized B2B portal was developed that provides wholesalers with their own login, customer-specific pricing, and full order processing without involvement from the Robito team. The visual identity was rebuilt to match the weight of the brand.
Robito did not have a product problem. They had a platform problem. With over 40 years of experience and Norway's widest skating catalog, the potential was there. They just needed a store that could deliver on it.
What previously required manual dealer administration and an unwieldy product catalog is now a smooth experience for both consumers and B2B customers. The custom-developed wholesale portal alone freed up significant operational capacity that was previously tied up in order handling.
The Catalog Problem
Robito's product range is one of their biggest competitive advantages and their largest operational challenge. With over 2000 products in competitive skating, ice hockey, figure skating, roller skating, bandy, and a complete assortment of accessories and maintenance products, the catalog was genuinely challenging to navigate. Products were not tagged consistently, categories overlapped, and the search function returned results that frustrated more than they converted.
The problem was not just about user experience. It was about trust. When a customer searching for a specific clap skate or a Prosharp profile cannot find it, they do not assume that the store is sold out. They assume that Robito does not carry it. Every failed search was a silent lost sale.
New Foundation
Product structuring came first. All SKUs were reviewed and recategorized with consistent naming, correct variant structure, and metadata that can actually drive filtering and search results. This work is little seen, but it is what distinguishes a store that converts from one that does not.
The new theme was built around Robito's position as a specialist. Clear category architecture, strong brand partner visibility, and product pages that communicate expertise rather than just listing specifications.
The B2B Portal
The technically most demanding part was the wholesale portal. Robito supplies a network of retailers across Norway, and managing these relationships via email and phone was a bottleneck. The custom portal gives retailers their own login with customer-specific price levels, order history, and direct ordering.
This removed a significant operational burden from the Robito team and provided retailers with a faster and more professional experience. The same Shopify store now serves two completely different customer types without compromising either of them.
The Result
Robito now has a platform that reflects the weight of their experience and the breadth of their range. The store is fast, clear, and built to grow, whether it concerns new product lines, new B2B customers, or further expansion in the Scandinavian market.
