For Haypp Group, a rapidly growing e-commerce company, international expansion requires a fast and reliable technology foundation supporting its online stores. Without it, convincing customers to choose nicotine pouches over cigarettes would be challenging. Working with solution architects at Frends, Haypp Group developed a solution that simplifies and secures their growth globally.
Although Sweden has long favored snus over smoking, cigarettes remain the primary way nicotine is consumed globally. Despite extensive efforts to educate smokers about the health risks, it can be incredibly difficult for those addicted to fully quit nicotine. That is why Haypp Group is dedicated to helping more people choose nicotine pouches – often called white snus – over cigarettes. While using snus has health risks, they are significantly lower than those associated with smoking.
Haypp Group was founded as Snusbolaget, and has been selling snus online since 2009. In recent years, their focus has shifted to global expansion, making it easier for consumers to enjoy nicotine in a less harmful way.
Today, they’re the world’s largest retailer of nicotine pouches, with a portfolio that includes popular e-commerce stores like Snusbolaget.se, Snuslageret.no, haypp.com, nicokick.com, and vapeglobe.de.
The Challenge
In just 15 years, Haypp Group has grown from a Swedish company to one that operates in seven countries across Europe and America – however, expansion and growth come with challenges. One significant challenge was the need to replace their outdated business system to support their growth journey, and during the search for a new provider, it became clear that an integration platform was also necessary. On the recommendation of their new ERP provider, they chose Frends iPaaS.
"Frends iPaaS stood out as more user-friendly than other options. The platform is highly visual and flow-based, allowing access for more than just our technical team."
— Janne Kalian, Chief Operations Officer at Haypp Group
Results
For Haypp Group, real-time data flow is critical to the entire business. Their customers often decide between going to the local store to buy snus or ordering it from one of Haypp's online shops – so every second it takes for the snus to reach their mailbox counts in the decision. This also means they require a high level of system robustness. If something goes wrong, the transaction must be immediately rerouted within the system.
At the start of the integration process, Haypp Group collaborated closely with Frends’ solution architects to create a customized setup that meets the high demands of their customers. Together, they designed a solution made possible by the flexibility of Frends iPaaS.
Today, Frends iPaaS gathers and coordinates all data from Haypp Group’s business systems, and manages orders across their various online stores. The platform seamlessly transfers data between e-commerce, inventory, ERP, and in-store stock systems. This setup gives Haypp Group greater visibility and control over the entire customer journey, minimizing the risk of issues.
“You could say that Frends acts as our switchboard and central hub for everything related to sales and inventory. Thanks to Frends, it’s now easier for us to expand and continuously enhance our customer offerings.”
— Janne Kalian, Chief Operations Officer at Haypp Group
Future Plans
Haypp Group is still in the rollout phase of Frends iPaaS, but the plan is to expand its use over time. Thanks to the platform’s visual and user-friendly nature, they envision various roles, technical and business ones, across the company utilizing it to drive business value.
