For residents of Sweden, Denmark, Norway, and Finland, Sportamore AB is the online destination of choice for sporting goods and apparel. The company offers the widest portfolio of sporting goods, including more than 15,000 products from more than 300 brands, for 30 different sports and activities.
Founded in 2009, Sportamore has experienced tremendous success. “Last year (2016) alone, we grew 29 percent,” says Mikael Flodman, CTO at Sportamore. “We are now the biggest online sporting goods site in the Nordic region.”
With no physical stores, Sportamore’s competitive differentiators are all about choice and speed. “If you live in one of the major Nordic cities, you can have your order within three hours, delivered to your door,” says Flodman. “This level of service is not available anywhere else in this region.”
Rolling out new products and features quickly
Becoming the top online destination—and staying there—for sports equipment and apparel requires a commitment to continuous innovation. The software used to deliver this level of customer experience and service at Sportamore is no exception.
“We build most of our websites, software, and apps in house, including our logistics, warehouse, and purchasing systems,” says Flodman. “Using a continuous deployment and DevOps approach, we can roll out new products and features quickly.” The nimble technology team at Sportamore currently includes 20 people, most of whom are developers.
Sportamore’s technology stack includes nginx, Django, and PostgreSQL, running on on-premises servers. The company also takes advantage of Solr, Memcached, and Redis. While production is hosted on Sportamore’s own servers, the company uses Amazon Web Services for failover.