E-commerce & sustainability
Jonna
An e-commerce platform for refurbished quality bicycles – product management, rentals, payment integrations and a bike-fitting tool.
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
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.
- Each product is one-of-a-kind — no standard SKU-based inventory management would work
- Bikes needed detailed condition reports, multiple photos, and specification sheets
- Rental and lease-to-own programs required custom booking and payment flows
- Size guides and bike fitting tools needed to reduce returns
- Payment integration needed to support installments for higher-priced e-bikes
- SEO was critical for organic growth in a competitive market
Results
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.
More work
More of what we build.
Next step
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