How STIGA launched on seven marketplaces in four months
500+
Product pages generated, validated and live
Overview
For over ninety years STIGA has engineered powered garden equipment, and today it is Europe’s market leader in ride-on mowers, sold through specialist dealers, garden centres and mass retail.
Garden equipment has always been an offline-first industry. Now the market is moving online: shoppers research long before they set foot in a store, and the marketplaces are opening the garden and outdoor category. STIGA saw the opening early and set an ambitious target, go live across every target marketplace, in every language, in parallel.
The challenge
The constraint was capacity, not ambition. Three things made the catalog genuinely hard.
- A deep catalog. 500+ SKUs, each carrying technical specifications that had to be rendered accurately.
- A high average selling price. The content could not just describe the products, it had to carry the value and justify the price.
- Proprietary technology. Much of that value lived in engineering language, Vista, AGS, ePower, Multiclip, which says nothing to a marketplace shopper until someone rewrites it as a concrete benefit.
On top of the catalog, time was binding. The traditional way to expand is sequential, one country and then the next, roughly six months each and one to two years in total. STIGA wanted the opposite.
The setup before CommerceClarity
Product data lived in Akeneo, a PIM designed to hold specifications and feed the trade channel, not to produce marketplace-ready content. Around it ran a manual, multi-vendor operation: source copy written in-house, translation tools for the other languages, a local marketing manager reviewing every product by hand, and spreadsheets holding the hand-offs together. The model worked. It did not scale.
How we solved it, agents and engineers
CommerceClarity replaced that chain with one agent platform, slotted into STIGA’s existing stack with no rip-and-replace of the PIM. The job: turn raw product data into channel-ready content, copy and structured attributes both, for Amazon in five countries, Allegro, Otto, Kaufland, ManoMano, Leroy Merlin and the direct eShop.
The agents bring the scale
Each product starts as a single canonical record, and a pipeline carries it from raw input to channel-ready content.
- Normalize heterogeneous inputs into STIGA’s own taxonomy.
- Enrich the missing attributes from STIGA’s internal sources.
- Apply the rules, brand voice, channel constraints and compliance, so the output is correct by construction rather than corrected after.
- Translate and localize natively, not word for word.
- Generate channel variants in the exact shape each marketplace expects.
- Validate, score the quality, run the automated checks, escalate what needs a human eye.
STIGA started where the pain was sharpest, Channel Adaptation, then extended into Translation and Localization and Search Enrichment.
The engineers co-build the outcome
A CommerceClarity engineer works as an extension of STIGA’s team, the same person scoping, building and shipping. That flipped the operating model from decentralized and reactive to centralized and proactive. HQ owns the full content lifecycle and ships content already pre-validated and brand-ready. The agents bring the speed and the scale, the humans keep the governance over what actually goes live.
Before and after
Four months of work in a single view.
In their words
The people who own the rollout
“It feels like an extension of our team, like having their thinking embedded in an AI that works alongside us every day.”
“Without CommerceClarity we would still be building the foundations. We are already building the next layer.”
