Decor Square creates homes with personality

Art. no. 216462989 24 Apr 2025

We meet Johanna, the driven and passionate founder of Dekortorget - a Swedish e-commerce business specializing in creating homes with personality. By offering unique and customizable wall decorations and interior design products, Johanna has managed to find her niche with appreciated products on the Swedish market.

What do you sell in your shop Dekortorget?

We have a unique product portfolio, from wall decor and wall texts for the home to wall stickers for children's rooms, as well as name boards and posters. Our products are popular gifts for christenings and birthdays. We also have a wide range of self-adhesive tile decals for bathrooms and kitchens. Customers can also create their very own wall text with us.

Interestingly, how did you come up with the idea to start an e-commerce?

We had some prior knowledge in manufacturing and saw a market that could be complemented by our products. We simply saw a gap in the market. Despite having no experience in e-commerce, I decided to give it a try. It started as a side project but has grown over time," says Johanna.

When did you start your e-commerce?

We opened the webshop in 2013.

And how has your e-commerce developed since then?

We have developed better products and a wider range. Creating new products is a big part of the joy of running a webshop with your own products.

In which countries do you sell your products?

At the moment we only sell to Sweden.

We at Abicart are happy that you chose us as your e-commerce platform. What made you choose Abicart?

After comparing several options, I chose Abicart for its extensive functionality. You were also able to customize the platform to our unique needs. The freedom to design the look of the webshop and make your own pages also weighed heavily. It is a platform that you can grow with.

What challenges have you faced in running an e-commerce business?

As a small company that hasn't expanded rapidly, we haven't faced any major challenges. We have taken our time to develop the store and our products. A lot of the work with a webshop is about SEO, where we could have learned more from the start.

How do you market your webshop?

We market ourselves mainly through Google and social media.

How have you managed the competition in the market, and to stand out from similar e-retailers?

We have chosen to focus on quality over quantity. Since we have our own production facilities, we can quickly adapt to customers' needs and wishes, but also offer customized solutions.

What are the main advantages of running a webshop?

The biggest advantage is flexibility. Being able to reach customers regardless of time and place is incredibly valuable.

It seems that you value your customers' opinions highly. How have you used feedback from customers and webshop visitors to improve the store and the customer experience?

Since the beginning, we have listened to feedback from our customers, both positive and negative. As we manufacture everything ourselves, we have been able to make changes to both design and materials based on this feedback.

Can you tell us which subscription you use with us and why?

We use the Pro subscription. It meets our needs and gives us access to all the features we need to run our business.

Which features or integrations are most important for your business?

The features that facilitate logistics, such as the integration with shipping systems, are particularly important to us.

What are your future plans for your webshop?

We want to continue developing on the same path as now. We love what we do and want to keep improving our products.

Finally, what advice would you give to others who are thinking of starting a webshop?

My advice would be to familiarize yourself with the market you want to sell in and to work a lot with SEO. Knowledge is power, and the more you know about your market and how to reach your customers, the more successful your business will be.

Thank you Johanna for sharing your journey and experience, and for giving us the opportunity to learn more about Dekortorget!