For decades, Masai has built a strong business on sound commercial know-how, a deep understanding of its customers, and a distinctive brand. When the company set out to establish a direct digital sales channel in 2016, the ambition was not simply to launch an online store. The digital business needed to strengthen the entire organization - from stores and customer service to marketing and international growth.

10 years of partnership on the same digital platform

As Masai's digital implementation partner, we worked together to develop and launch its first e-commerce solution – the very same that is still going strong today. Since then, our partnership has continued and evolved, combining technical implementation with strategic guidance.

To create a unified experience across the webshop, physical stores, and customer service, Masai needed a stable digital foundation. The company chose Salesforce, which has since expanded as business needs have evolved.

Combined with Masai's BI engine, this foundation gives Masai a comprehensive view of each customer profile based on factors such as churn, loyalty, and order history. Customers are then determined into distinct segments, paving the way for an intelligent, data-driven marketing setup centered around the Friends of Masai loyalty program, designed to build loyalty.

An omnichannel focus

Masai's ambition is always to deliver the best customer experience across channels - regardless of where a purchase begins or ends. The company has therefore developed capabilities that connect offline and online channels. If a customer cannot find an item they want in a store, they can use the e-commerce site to order and pay for it on the spot and have it delivered to their door. This creates a seamless shopping experience.

With its omnichannel focus, Masai understands that an outstanding e-commerce solution does not take revenue away from stores. On the contrary, it complements a modern shopping experience that blends seamlessly across multiple touchpoints.

Continuous conversion optimization and expansion into new markets

After a decade in e-commerce, Jesper Jespersen and Masai's digital team are not resting on their laurels.

The team is constantly working to improve the digital customer experience, conversion rates, and the on-site experience. Through our close partnership, we continuously identify conversion rate optimization (CRO) initiatives based on Salesforce best practices and broader trends in the retail industry.

Salesforce has also been a major advantage in supporting Masai's growth ambitions.

Masai has expanded into several new international markets, most recently Austria in 2025. Each time, we have adapted language, currency, and campaigns for the local market while retaining the same storefront and technical setup. This shortens launch timelines and provides greater confidence in the investment decision to enter new markets.