In a bold move to empower local producers, Mylla, a Malmö based startup for selling daily goods online without the need for individual web stores, is taking a significant leap forward. The company has introduced “E-com-as-a-service,” a comprehensive solution designed to create and manage online stores for producers desiring their own digital retail presence. This new offering addresses the unique challenges faced by producers who prefer not to share a platform with others or aim to maximize their reach across multiple online platforms.
Jens Thulin, the founder of Mylla, speaks to Ehandel of the growing demand for such a service, noting that while Swedish food producers excel at driving traffic to their websites, many lack the infrastructure to convert followers into customers.
“We have individual producers without e-commerce capabilities who still attract more than 60,000 unique visitors per year. Many producers have considered establishing their own online stores but are deterred by the prohibitive costs of setting up an entire logistics chain from scratch,”
Says Thulin to ehandel.se.
E-com-as-a-service by Mylla not only expands the cooperation with existing producers but also opens doors to new ones previously unreachable. This service allows producers to focus on sales-driving activities and digital marketing directly to end consumers, leveraging Mylla’s extensive network of producers to organically grow the customer base.
The service promises a full-service experience, managing the entire customer journey from transaction to order processing, home delivery, and after-sales support. Producers will receive vital sales data and retain control over their store’s offerings, pricing, and design. Meanwhile, the operational aspects of order fulfillment can still be handled by the producers themselves if they choose, offering flexibility based on their preferences and capabilities.
Mylla was in the news last year as they got funding during the latest season of Swedens Dragons Den. At that show Sara Wimmercranz, a known e-commerce as well as sustainabilty focused investor, invested in the startup. Her VC firm Backing Minds joined as well.
Now Mylla envisions using its technology not just for its own sales channel but also for individual actors under their brand names. This approach allows for localized logistics solutions through partnerships, catering to specific regional needs. Transitioning towards a Software-as-a-Service (SaaS) model, Mylla has already initiated a pilot project with three producers. The launch of Bärtas webshop, one of the participants, saw immediate success with orders coming in shortly after going live.
