Horseonline has been using Vellox since 2023 and is one of Sweden's leading e-commerce players in equipment for horses and riders. With a wide range and strong focus on quality, they offer products from well-known brands to riders at all levels. The company combines a genuine interest in horses with digital expertise to create a smooth and personal shopping experience. Through a carefully selected range, fast delivery and high customer satisfaction, Horseonline has built up its market across Europe.
Horseonline
"We make almost all decisions based on data"
When e-commerce company Horseonline switched to a more data-driven way of working with Vellox as an analysis tool, it marked a clear departure from manual Excel reports to smoother and more accessible follow-up. Ludwig Ekstrand, responsible for sales and market data, tells how it has changed both the everyday work and the strategy for the entire company.
Questions & Answers
What role do data and analysis play in your daily decisions and strategic investments?
We check daily how we're doing against budget. There are ready-made reports that are sent out to all employees, so the entire organization follows sales. This creates a clear shared goal.
How has Vellox changed your way of working with data and business analysis?
Previously, we exported data from different systems to Excel, built our own formulas and worked with heavy spreadsheets. It was inefficient and wasn't updated daily. With Vellox, it's a completely different story.
Which KPIs and insights do you follow most?
In my role, I mainly follow order intake, margins and returns in various dimensions, such as market, category and brand. These metrics help me see what drives sales while giving me important insights into profitability that I can quickly act on, for example in our marketing. We didn't have that type of insight before.
Has Vellox helped you analyze customer behavior and markets?
Yes, with Vellox we can easily track how each market performs and make decisions about which ones to scale up or down. It would have been much more difficult without a central analysis tool.
What's best about Vellox?
The simplicity and that we avoid manual Excel files. We can build reports exactly as we want – it's extremely customizable. Vellox is also very quick to take in feedback and develop the tool. It's really appreciated.
About Horseonline
Horseonline AB was founded in 2014 by brothers David and Hampus Erndin together with Timmy Norin, and the horseonline.se e-commerce store launched in 2015. The company sells premium equipment for horses and riders to engaged equestrians across Europe.
From a small warehouse, the company has grown into a modern 2,400 m² office and logistics facility in Kalmar. Since 2023, Horseonline also serves international markets through Equinest.com and dedicated sites in Germany, France and the Netherlands.
- Industry
- E-commerce
- Headquarters
- Kalmar, Sweden
- Founded
- 2015
- Website
- horseonline.se