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AMBIENDO: 80,000 products from 200 brands on a Laioutr storefront
How AMBIENDO put 84,000 SKUs into a category structure built for search, in a market where SEO and paid performance decide the margin.
- + 200%Conversions since go-live
- Seamless i18nContent & Frontend Management
- 98+Points in Google Lighthouse
The Challenge
AMBIENDO carries around 84,000 SKUs from more than 200 brands, across textiles, tableware, kitchen, lighting, furniture, bath, children's, pets and outdoor. At that size the catalogue is not a list, it is a structure problem. Categories and merchandise groups have to be cut so that someone looking for one specific lamp finds it, so that related products sit next to each other, and so that a product can appear in more than one sensible place without turning into a duplicate. Get the structure wrong and the range becomes an archive rather than a shop.
The second pressure comes from outside. Home and living is one of the most contested categories in German e-commerce, and AMBIENDO competes there against marketplaces and much larger retailers. Visibility has to be earned twice: once in organic search, where category and product pages have to be structured, fast and distinct enough to rank, and once in paid performance, where every point of page speed and every weak landing page lands directly in the cost per acquisition. Both run on the frontend, and both were limited by how slowly the category structure could be reshaped.
The Solution
Laioutr sits on the existing stack as the frontend layer. The work went into the structure above it: a category and merchandise-group architecture for a catalogue of this size, with page types that hold across 84,000 products instead of being hand-built per campaign. Category pages, product listings and landing pages are compositions of components from the Laioutr library, so a new merchandise group is a configuration rather than a development ticket.
That same structure is what search and paid performance run on. Because pages are composed and not templated, the team can cut new entry points for search demand quickly, give a niche merchandise group a properly built landing page of its own, and rework the ones that are not earning their traffic.
Everyday maintenance moved with it. Content, category pages and campaign landing pages are edited in Laioutr Studio by the people responsible for them, without a development ticket for each change.
"In e-commerce, performance and conversion decide between success and failure, and that is exactly where Laioutr delivers. Since we started using the platform our storefronts load noticeably faster, with clear effects on Core Web Vitals, bounce rates and conversion. We can ship new landing pages, campaigns and product worlds in days instead of weeks, without tying up developer resources. That gives us the speed the market demands today. Working with the Laioutr team is pragmatic, data-driven and on equal footing. That is how a modern frontend should work."
Marcel T.
Managing Director
Why it worked
The structural work is the result. A catalogue of 84,000 SKUs now has a category and merchandise-group architecture that a customer can navigate and a search engine can read, instead of one that grew by addition.
For a retailer competing on SEO and paid performance in a crowded category, the decisive change is the speed of iteration. New landing pages, reworked category entry points and campaign pages are built in Laioutr Studio by the marketing team, which shortens the loop between spotting a search opportunity and having a page that answers it.
And because the storefront sits on top of the existing commerce system instead of replacing it, catalogue, pricing and order logic stayed where they were while the layer in front of them was rebuilt.