NDI lifts digital revenue by 29% with a buying experience built to last.

29% revenue growth, 52% efficiency gain in the buying flow. Stable performance when it matters most. This is how NDI built a digital commerce foundation capable of handling seasonal peaks, complexity, and continuous change.

Contact

Ivan Beltoft
Partner, Forretningsudvikling

About NDI

NDI Group (Nordisk Dæk Import) is the Nordic region's leading supplier of tyres, rims and wheels, with 16 locations. NDI has close to 1,200 employees across Denmark, Norway, Sweden, and Finland - and an annual revenue of DKK 3.2 billion.

NDI serves tyre dealers, workshops, and wholesalers in a market defined by significant seasonal peaks, high transaction volumes in short periods, and demanding requirements for accurate pricing, inventory, and delivery information.

When the season peaks, a substantial part of the year's revenue is realised. There is no room for instability.

NDI

Immeo has been a trusted advisor from the outset and has brought a high level of expertise throughout. They have worked closely with both the business and our own developers, and the collaboration has been characterised by pragmatism, accountability, and clear progress.

Peter Kjær

Deputy CEO, NDI Group

The challenge

NDI's existing B2B webshop had supported the business for many years - but had become a structural constraint.

The challenges were clear across commercial operations and customer experience:

Clear symptoms
- A slow and complex buying experience for customers
- Unclear pricing and delivery information
- Too many orders required telephone confirmation
- Declining performance during peak periods
- Very low time-to-market for changes and improvements
The underlying cause

The webshop was tightly coupled to the ERP and core systems. When load increased in one place, performance degraded all the way through to the customer.
The consequence
- Risk of lost revenue during peak periods
- Rising costs in customer service and order processing
- A digital channel that was holding back growth rather than supporting it
If NDI did not act, the digital platform would continue to be a business risk.

The ambition

The ambition was not "a new webshop" - but a digital foundation capable of standing up to reality.

NDI set three clear ambitions for the digital commerce platform:

1

Growth

Reduce manual processes and free up capacity in customer service and order management.
2

Efficiency

Reduce manual processes and free up capacity in customer service and order management.
3

Robustness

Ensure stable performance during peak periods and create a foundation that can be developed continuously.

Our approach

Digital resilience before new features

We started from one central question:

How do you build a digital commerce platform that can absorb pressure, adapt to change, and still perform - even when it matters most?

How we approached the project

We combine three capabilities that are rarely found together in traditional technology providers. This combination ensured both quality in delivery and deep embedding within NDI.

1

Business insight

We start with business risks and outcomes - not with features and technology.
2

Architectural thinking

We design systems with resilience as a first principle - not as something added afterwards.
3

Practical execution

We deliver and take responsibility for operations through critical phases - we do not merely advise.

Three principles for digital resilience

The collaboration was built on three clear design principles:

Clear separation between customer experience and core systems
The customer experience was decoupled from ERP load, so webshop performance no longer depends on the state of backend systems.
A single source of truth for product data
Product information was consolidated in a dedicated PIM system, enabling data quality to be managed centrally and consistently across markets.
Flexible and robust integration architecture
Integrations were built with clear interfaces, asynchronous communication, and error handling, so that failures are isolated - not propagated.

This approach reduced risk, increased speed of execution and made the platform significantly easier to develop further.

The solution

A platform built to last

The result is a modern Digital Experience Platform that brings together e-commerce, content, and product data in one coherent architecture.

The platform consists of:

Customer-specific pricing, order approvals, and responsive design.

100,000+ products centralised with technical specifications across four countries.

The marketing team can publish campaigns and guides without development resources.

Handles 10x traffic spikes automatically.

The result

Already at the first seasonal peak following the 2025 launch, the platform delivered significant results. The customer experience has become faster and more reliable — and internally, NDI has reduced both risk and operational load.

29% increase in digital revenue

in the busiest month of the year
52% efficiency gain

in a central step of the buying flow
Stable peak performance

with no outages or bottlenecks
Significantly faster time-to-market

for new initiatives

With the new B2B shop, we have made it significantly easier and faster for our customers to trade digitally with NDI — even when the season peaks. At the same time, we now have a strong foundation that makes it easier to develop the business further.

Jakob Nannberg Scheel

Cheif Sales Officer, NDI Group

Platform value: A foundation for furture growth

Beyond the measurable results, NDI now has:

For customers:

A simple and stable digital trading experience
Clarity on pricing, inventory status, and delivery
Less need for manual follow-up.

For the business:

A robust foundation for personalisation and self-service
The ability to make continuous improvements without high risk
A platform that supports growth — even under pressure
The platform does not just perform today. It is built to adapt tomorrow.

The platform does not just perform today. It is built to adapt tomorrow.

Key insights for other B2B organisations

Loose coupling is an investment, not overhead

Tight integration between frontend and backend feels efficient in the short term - but creates technical debt that becomes exponentially more costly over time.
Design for peak, not for average

Your platform's resilience is not measured by average load, but by worst-case scenarios. If it cannot hold up during peak, it is not robust enough.
Product data is the foundation for B2B decisions

In B2B commerce, data quality is not "nice to have" - it is what enables customers to make decisions without having to call.
Transformation requires business and IT together

A new platform is not an IT project - it is a business project delivered through technology. Close collaboration is essential.

NDI lifts digital revenue by 29% with a buying experience built to last.

29% revenue growth, 52% efficiency gain in the buying flow. Stable performance when it matters most. This is how NDI built a digital commerce foundation capable of handling seasonal peaks, complexity, and continuous change.

About NDI

Immeo has been a trusted advisor from the outset and has brought a high level of expertise throughout. They have worked closely with both the business and our own developers, and the collaboration has been characterised by pragmatism, accountability, and clear progress.

Peter Kjær

Deputy CEO, NDI Group

The challenge

Clear symptoms

The underlying cause

The consequence

The ambition

Growth

Efficiency

Robustness

Our approach

Digital resilience before new features

How do you build a digital commerce platform that can absorb pressure, adapt to change, and still perform - even when it matters most?

How we approached the project

Business insight

Architectural thinking

Practical execution

Three principles for digital resilience

The solution

A platform built to last

The platform consists of:

The result

29% increase in digital revenue

52% efficiency gain

Stable peak performance

Significantly faster time-to-market

With the new B2B shop, we have made it significantly easier and faster for our customers to trade digitally with NDI — even when the season peaks. At the same time, we now have a strong foundation that makes it easier to develop the business further.

Jakob Nannberg Scheel

Cheif Sales Officer, NDI Group

Platform value: A foundation for furture growth

Key insights for other B2B organisations

Loose coupling is an investment, not overhead

Design for peak, not for average

Product data is the foundation for B2B decisions

Transformation requires business and IT together

Do you want to know more?