Ginza - A Swedish Pioneer in Online Music Retail

Ginza is one of Sweden's oldest and most recognised online music retailers. Founded in 1968, the family-owned company has grown into a large ecommerce business offering music, films, games, electronics, merchandise, and related products.

Today, the online store manages a catalogue of more than 300,000 products, with approximately 30,000 items in stock and hundreds of thousands available on demand. The business generates annual revenue of around 127 million SEK, requiring a stable, scalable ecommerce platform capable of supporting continuous growth and high customer expectations.

As the business expanded, Ginza required a long-term technology partner capable of supporting both daily operations and future platform evolution. The existing ecommerce solution presented several challenges.

• Modernising a legacy ecommerce platform built on Wipcore CMS.

• Managing a catalogue of more than 300,000 products.

• Improving search quality and product discovery.

• Maintaining high performance under continuous traffic.

• Supporting ongoing development without disrupting business operations.

UKAD became Ginza's dedicated nearshore development partner in 2011. What started as platform support gradually evolved into a long-term modernization programme focused on improving scalability, performance, and customer experience.

The legacy Wipcore solution was transformed into a modern headless ecommerce platform built on Microsoft .NET and Umbraco, providing greater flexibility for future development while simplifying content management.

To improve product discovery across the extensive catalogue, UKAD implemented AI-powered search with personalised recommendations and integrated Apptus eSales, enabling real-time behavioural analysis, dynamic merchandising, and product ranking based on customer behaviour and business priorities.

The platform architecture was redesigned to support high traffic volumes through a scalable multi-server infrastructure while maintaining stability and fast response times.

Alongside modernization, UKAD has continued to provide ongoing development, platform optimisation, technical support, and feature delivery throughout more than 14 years of collaboration.

• Modernised a legacy ecommerce platform with 300,000+ products, migrating it to a scalable headless .NET and Umbraco solution.

• Reduced page load times by 3×, improving overall website performance.

• Increased Core Web Vitals score from 42 to 91, creating a faster and more responsive user experience.

• Improved product discovery through AI-powered search, personalised recommendations, and dynamic merchandising.

• Supported the continued growth of one of Sweden's leading online retailers, generating approximately 127 million SEK in annual revenue.

• Delivered multiple UX, functionality, and performance improvements without disrupting day-to-day business operations.

• Supported the platform's evolution through more than 14 years of continuous collaboration, providing dedicated development, optimisation, and technical support.

At UKAD, we help organisations modernise and continuously evolve complex ecommerce platforms through long-term engineering partnerships. Our expertise combines Umbraco, Microsoft .NET, cloud architecture, AI-powered functionality, and deep technical expertise.

Whether you are modernising a legacy ecommerce platform or expanding your engineering capacity with experienced Umbraco professionals or Microsoft .NET engineers, we provide practical expertise focused on reliable delivery and long-term business value.

The Ginza project demonstrates how long-term engineering partnerships can support continuous digital growth. By modernising a legacy ecommerce platform with headless Umbraco, Microsoft .NET, AI-powered search, and scalable architecture, UKAD has helped one of Sweden's leading online retailers continuously evolve its platform while maintaining reliability, performance, and an excellent customer experience for more than 14 years.