From Local Store to E-Commerce – A-Ljus on Investing in SEO and Google Ads

A-Ljus was a local store and a member of Elkedjan for nearly 30 years. When the chain struggled to launch a functioning e-commerce platform, Jenny Sundberg decided to break away and build her own online business.

Today, e-commerce accounts for 30% of A-Ljus’ revenue, with the physical store contributing 40% and installation services making up 30%. The goal is for e-commerce to reach 60% of total revenue within the next three years.

When Elkedjan’s efforts to establish an online presence for its nearly 100 members dragged on, Jenny realized she couldn’t wait any longer. The store had been part of the chain for decades, but she understood that selling online was essential for the future. Local retail alone did not seem sustainable, especially in a small town.

Jenny quickly realized that simply launching a webshop and waiting for orders wasn’t enough. Additionally, she had no knowledge of how to market a-ljus.se. Seeking external help became an obvious choice.

Understanding how to structure an online business was far from straightforward. The products that sold best in the physical store did not perform as well online, while completely different items became top sellers. After experimenting with Facebook ads and other marketing methods, it became clear that SEO was the key to success.

Advertising can work too, says Jenny, but SEO feels like the foundation that all marketing should be built upon and the necessary first step.

E-commerce sales at A-Ljus continue to grow steadily, with the goal of reaching 60% of total sales within three years. One major advantage is the store’s extensive product range and expertise—few e-retailers can claim 30 years of experience in their industry while also excelling online. However, Jenny acknowledges that there is still plenty of work ahead.