Nordic Bike Group
Headless e-commerce, PIM, and ERP integration for a multi-location bicycle retail chain
Nordic Bike Group (NBG) is a Finnish bicycle retail chain formed by five independent shops, offering a wide range of bikes and cycling products. As the chain grew, fragmented ERP systems and an outdated e-commerce platform started to limit efficiency and customer experience. AI Commerce Cloud was introduced to unify operations with seamless ERP and PIM integrations, providing a scalable, composable commerce solution that enhanced digital sales and streamlined data management across all stores.
CHALLENGES
The decentralized product and system management of Nordic Bike Group's five separate bike shops complicated the development of their online store. Each shop had its own ERP systems, which did not communicate with each other, leading to slow, overlapping, and error-prone data management. Product information was not kept up to date across different sales channels, and the outdated e-commerce platform limited growth and the realization of multichannel capabilities. Inventory levels were not visible to customers, and the customer experience suffered from inaccurate and fragmented data.
SOLUTION
AI Commerce Cloud – the e-commerce platform was implemented to support a fully integrated and flexible solution. The platform was seamlessly connected with five different ERP systems and a PIM system, serving as the centralized product information management tool. At the core of the solution is a Composable Commerce architecture and a headless interface, which enabled each bike shop to create its own independent storefront under a single management system. The synchronized data flow provided real-time inventory levels, manufacturer availability, and accurate product information across all channels. As a result, the e-commerce platform became truly scalable, the customer experience improved significantly, and both cross-selling and digital sales efficiency increased substantially.
Nordic Bike Group: from fragmented systems to a unified eCommerce platform
Nordic Bike Group struggled with a fragmented system environment – each store had its own ERP system and a separate online store disconnected from the chain. This led to inconsistent product information across platforms, increased manual work, slowed down updates, and weakened operational efficiency. Inconsistent data made purchasing decisions more difficult, increased the number of customer support requests, and weakened the overall customer experience.
AI Commerce Cloud unified ERP and PIM systems
The solution was to implement AI Commerce Cloud as the central eCommerce platform, together with integrations that included both ERP and PIM systems. This architecture brought all stores together under one unified online shopping experience, seamlessly integrated with Tehden ERP and centralized product information management. This enabled real-time and consistent product data across all sales channels. As a result, operational efficiency improved and the customer experience was significantly enhanced.
Real-time inventory across all stores
The Composable Commerce architecture of AI Commerce Cloud enabled real-time inventory management across all five Nordic Bike Group stores. Customers could see product availability per store and select the most convenient pickup or delivery option. This reduced uncertainty about product availability and improved the shopping experience. At the same time, the chain could utilize all store inventories more efficiently, reducing unnecessary reorders and lowering overall costs.
Manufacturer integrations expanded the product range
One of the most significant innovations was the development of direct manufacturer integrations. Products could be sold directly from manufacturer warehouses without being stocked in NBG’s own stores.
Benefits included:
Lower procurement costs
Shorter inventory turnover time
Wider product selection without storage risk
Faster delivery times for customers
Thanks to the headless architecture, the customer experience remained seamless – there was no visible difference between products available in store inventory and products ordered directly from the manufacturer.
User-driven development and improved customer experience
The eCommerce renewal started with a comprehensive analysis, gathering data and customer feedback on existing services and sales processes. Based on this, a lightweight Figma prototype was created to test and refine new features before launch. Iterative design reduced risks and ensured that development was based on real user needs.
The focus was on improving the customer experience. Key improvements included:
A digital employee bike ordering system that automated processes and streamlined services
Optimized mobile usability, making it easier for customers to find and purchase products on mobile devices
A customizable checkout solution that enabled direct payment for employee bikes, reducing manual work for both customers and staff
Results
With AI Commerce Cloud, Nordic Bike Group moved from fragmented systems to a centralized, scalable solution.
The business became truly scalable
Customer experience improved significantly
Digital sales efficiency increased markedly
Inventory usage was optimized and costs reduced
The product selection expanded without storage risk
