Jonna is a Swedish marketplace dedicated to giving quality bicycles and e-bikes a second life. By refurbishing premium bikes and offering them at accessible prices, Jonna combines sustainability with cycling culture, making high-end bikes available to a broader audience while reducing waste in the cycling industry.
The Challenge
Jonna needed a complete e-commerce platform built from scratch — one that could handle the unique complexities of selling refurbished bicycles. Unlike standard e-commerce, every product is unique (each bike has its own condition, specifications, and history), requiring a fundamentally different approach to product management, inventory, and the customer journey.
- 01Each product is one-of-a-kind — no standard SKU-based inventory management would work
- 02Bikes needed detailed condition reports, multiple photos, and specification sheets
- 03Rental and lease-to-own programs required custom booking and payment flows
- 04Size guides and bike fitting tools needed to reduce returns
- 05Payment integration needed to support installments for higher-priced e-bikes
- 06SEO was critical for organic growth in a competitive market
Results
Fully operational e-commerce platform from day one
Reduced returns through bike fitting tools
Strong organic traffic growth through SEO
Rental program launched successfully
High conversion rates on payment flow
Long-term Impact
Jonna's platform proved that sustainable commerce can deliver an exceptional digital experience. The platform didn't just facilitate transactions — it built a community around conscious cycling and demonstrated that refurbished products deserve the same premium digital treatment as new ones.
The bike fitting tool became a key differentiator in the market, with customers frequently citing it as the reason they felt confident buying a bike online. Return rates dropped significantly below industry averages for online bike sales, directly improving profitability.
The rental and lease-to-own programs, enabled by the custom booking system, opened an entirely new customer segment — people who wanted to try premium cycling without the upfront commitment. This model proved particularly popular for e-bikes, where price sensitivity is highest.
Jonna's SEO-driven organic growth strategy delivered compounding returns, with the platform consistently ranking for high-intent search terms in the Swedish market. The content strategy around sustainability and cycling culture built brand authority that competitors with larger marketing budgets couldn't match.
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