Formidabel and SkapaiLund combine physical store and e-commerce

Art. no. 216462985 24 Apr 2025

Inger has many irons in the fire and has been running a successful e-commerce business with Abicart since 2013. In this interview, she tells us more about combining a physical store with a webshop, challenges with e-commerce and tips to get started selling online.

Inger runs the physical store Formidabel with an associated webshop at formidabel.nu. "Our product portfolio consists mainly of silver and steel jewelry, mainly from Swedish and Danish brands," says Inger. "At SkapaiLund.se, we also sell materials for making your own jewelry."

Inger first launched her online business on Tradera in 2008, before realizing the need for her own website. This led to the launch of SkapaiLund as a separate e-commerce site in 2011. In 2013, Inger switched to Abicart, formerly known as Textalk, and a new era began for her e-commerce business.

"Having our own website was crucial," Inger explains. "Abicart made it easy for us to get started at a relatively low cost, and also with clarity about what is included in different packages. In addition, their support has been good and friendly."

Online sales for both stores have grown steadily since the start. But it was during the 2020 pandemic that the company really took off. "When we implemented stock sync in mid-2021, our sales on Formidabel increased by over 300%," says Inger.

Despite the online success, Formidabel and SkapaiLund have stuck to their roots and only sell their products within Sweden. "I firmly believe in a combination of digital and physical commerce," Inger emphasizes.

Challenges are a natural part of the business landscape, and Inger admits that there are several aspects of e-commerce that can be difficult. "The technical side is a big challenge for me as a 60-something," she admits. "Shipping costs and pricing are also a challenge. I try to learn as much as I can by reading, listening to webinars and podcasts."

The company uses a combination of different digital marketing media to drive its online store. "We use Facebook ads and Google advertising, and we are also active on social media like Instagram and TikTok," Inger reveals.

Inger is looking forward to future growth and expansion. "Right now the focus is on the two shops I have, but it would be fun to start a third one in the future," Inger says with a smile.

She also emphasizes the importance of listening to customer feedback and adapting to customer needs. "We are constantly working to improve our imagery, make our product descriptions as clear as possible and simplify the ordering process. Customer feedback is crucial for us to improve both the store and the customer experience," she explains.

When it comes to the technical side of the webshop, Inger says she uses Abicart PRO because it allows her to manage multiple stores. "Features and integrations such as the link to MoreFlo for syncing to the checkout system are important to us," she adds.

So, what advice would Inger share for someone considering starting a webshop? "Get started, don't wait! Start with a platform so you can get help and support. Keep track of your costs and make sure it is profitable. Work on the organic search results and be patient - Rome wasn't built in a day!" concludes Inger.