Challenge
Before the transformation, GUBI’s e-commerce platform had become a limitation rather than an enabler.
The system was built on a custom platform that had evolved over time, resulting in increasing complexity and rigidity. While it had supported the business in earlier stages, it struggled to keep up with GUBI’s growing global ambitions and operational needs.
Managing multiple markets, currencies, and customer types introduced significant friction. Expanding into new regions required substantial development effort, and the platform lacked the flexibility needed to adapt quickly to different market requirements.
At the same time, key processes such as pricing, product updates, and inventory management were heavily manual. This led to inconsistencies across the platform, including outdated pricing and inaccurate stock levels, which negatively impacted both customer experience and internal efficiency.
From a brand perspective, the digital experience also fell short. As a high-end design brand, GUBI’s online presence did not fully reflect the quality and identity of their products.
It became clear that incremental improvements were no longer enough. GUBI needed a complete replatforming - a modern, scalable foundation that could support both their current complexity and future growth.
Solution
To address these challenges, GUBI replatformed their entire e-commerce setup using Thor Commerce.
Instead of continuing to build on top of a growing custom codebase, the new solution provided a structured foundation where core commerce functionality was already in place. This included product management, pricing logic, multi-market support, and order handling - removing the need to rebuild these systems from scratch.
A custom frontend was developed using Next.js, giving GUBI full creative freedom to design a digital experience aligned with their brand. At the same time, Thor Commerce provided a stable and predictable backend, ensuring the platform remained maintainable and scalable.
A key part of the transformation was the integration with GUBI’s ERP system, Odoo. This enabled real-time synchronization of product data, pricing, and inventory, eliminating the manual workflows that previously caused inconsistencies and errors.
The architecture was designed for global scalability from day one. Multi-currency support and market-specific configurations made it significantly easier for GUBI to expand into new regions such as the US and UK.
Despite the scope of the project - a full replatform, new design, and complete system overhaul - the entire implementation was completed in approximately three months by a team of two developers working part-time.
This was made possible by removing the need to build and maintain core commerce infrastructure, allowing the team to focus entirely on execution.
Results
The new platform immediately improved both operational efficiency and customer experience.
With real-time data integration in place, issues related to incorrect pricing and out-of-stock orders were effectively eliminated. This significantly reduced customer friction and improved trust in the platform.
Internally, the removal of manual processes freed up time and resources, allowing the GUBI team to focus on growth rather than day-to-day operational work.
The new architecture also enabled faster expansion into international markets. GUBI successfully entered regions such as the US and UK with a platform capable of handling multiple currencies and adapting to different market requirements.
From a brand perspective, the redesigned frontend brought the digital experience in line with GUBI’s identity. The result is a more cohesive and premium customer journey that better reflects the brand.
At the same time, the platform’s scalable foundation ensures that GUBI can handle increased traffic and demand without performance issues.
Overall, the replatforming transformed GUBI’s e-commerce from a constraint into a growth driver - delivered in a fraction of the time typically expected for projects of this scale.