Capturing Memories: Replatforming MyFUJIFILM's Website to Adobe Commerce

India Claydon

February 25, 2025

The Challenge: A Snapshot of the Problem

For over 80 years, Fujifilm has been synonymous with photography, helping people capture and preserve life’s most cherished moments. However, as digital photography evolved, so did the demand for seamless online experiences that transformed digital snapshots into high-quality physical keepsakes. MyFUJIFILM, the brand’s eCommerce platform, had been serving customers across multiple regions, but its former website was holding it back. The outdated platform lacked the flexibility to deliver a modern, user-friendly experience. Customers found the navigation cumbersome, product descriptions overwhelming, and the overall design uninspiring. With ambitions to revolutionise the photo-printing industry and create a seamless shopping journey, MyFUJIFILM partnered with Tom&Co to re-platform its German website—and six other regional sites—onto Adobe Commerce.

The Solution: Developing a New Vision

To tackle these challenges, MyFUJIFILM partnered with Tom&Co to re-platform their German website (and six other regional sites) onto Adobe Commerce. They opted for a headless commerce approach, separating the front-end experience from the back-end functionality. This allowed for greater creative freedom, streamlined internationalisation, and future-proof scalability.

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The Results: A Stunning Transformation

The replatforming has been a resounding success, with a 69% increase in conversion rates, a 5.9% increase in average order value, and 54% year-over-year revenue growth in the last three months. They've also seen a 35% increase in new customers and a 10% increase in returning customers.

Key Features and Innovations: Focusing on the Details

A Visually Engaging Experience: The new website is more than just an online store; it's a storytelling platform. Video-enabled product pages showcase print quality with close-up details, allowing customers to truly appreciate the craftsmanship of MyFUJIFILM's products. Customer stories and user-generated content provide inspiration, showcasing real-life examples of MyFUJIFILM's products in action. 'Shop by Occasion' pages curate products for special events like weddings, birthdays, and other milestones, making it easier for customers to find the perfect gift.

Intuitive Design Tools: Personalising photo gifts is now a breeze, thanks to the integration of ip.labs' advanced visualizer technology. Customers can easily design custom creations like photo books, posters, and canvases, using simple templates to get started quickly and overcome design anxiety. The real-time preview feature allows them to refine their creations before making a purchase, ensuring complete satisfaction with their personalised gifts.

A Frictionless Checkout: The Adobe Commerce platform supports multiple payment options, including Google Pay, Apple Pay, and Adyen, catering to diverse customer preferences. A more intuitive checkout flow minimizes cart abandonment, guiding customers smoothly through the purchase process. Trusted Shops integration provides verified customer reviews, building trust and confidence in purchases.

Mobile-First Optimisation: With over half of MyFUJIFILM's traffic coming from mobile, the new site is PWA-ready (Progressive Web App). This ensures faster load times and an app-like experience for smoother navigation on smartphones and tablets. The mobile-friendly interface simplifies product browsing and customization, allowing customers to effortlessly create personalized gifts on their mobile devices.

Global Reach: Expanding Across Borders

By re-platforming onto Adobe Commerce, MyFUJIFILM was able to launch six websites across different countries, including the UK, France, Spain, Germany, Netherlands, Sweden and Ireland. This rapid international expansion was paramount to the brand's quick growth strategy, allowing them to reach new customers and tap into new markets efficiently. The streamlined management of multiple regional sites through a unified back end ensured brand consistency and operational efficiency.

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Looking Ahead: The Future is Bright

The move to Adobe Commerce has set the stage for MyFUJIFILM's continued growth. With a streamlined and scalable platform, they're ready to launch new features, expand into new markets, and continue helping customers capture their precious memories.