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Kathryn Nenning 4 Minutes

STIGA Sports Automates Its Amazon Business with the Amazon Marketplace Connector

As a traditional company, the Swedish sports equipment manufacturer STIGA Sports distributes a wide range of products, including table tennis equipment, paddles, Snow Racers, and other sports and leisure items. Besides the classic distribution business, where the manufacturer exports many of its items to countries such as China, Japan, Canada, and numerous other countries, one business area proves to be a real growth engine: e-commerce. STIGA records a continuous increase in sales both for its own online store and its Amazon marketplace presence. The Amazon Marketplace Connector from ESYON has been used for the latter since January 2023.

We revisited the project with Ulrika Zetterfeldt, a member of STIGA Sports' financial accounting team. In an interview, she told us about STIGA's daily business challenges with Amazon and how exactly ESYON is helping with this.

In the Interview
Ulrika Zetterfeldt

Ulrika Zetterfeldt has worked in STIGA Sports' financial accounting department for over 14 years and has gradually taken on more tasks involving the ERP system, Microsoft Dynamics. For the expansion of its Amazon business, the company based in Eskilstuna, Sweden, was searching for a seamless integration to automate manual processes in selling on the online marketplace.

Automating the Amazon Business with ESYON's AMC

High administrative effort and lack of support: These were the challenges faced by STIGA Sports.

From Ulrika's perspective as a financial accountant, the distribution business with wholesalers in China, Japan, and other countries involves relatively little work. For example, shipping a container of non-rubber table tennis rackets, also known as blades, in the B2B sector results in just one invoice. In contrast, in an Amazon business designed for direct sales to end customers, the same container generates hundreds of individual transactions, each requiring a separate invoice. Handling this manually would be overwhelming.

"If we were to process our Amazon orders manually, we would have to hire many new people," says Ulrika with a smile.

This problem becomes exponential when a seller like STIGA Sports aims to sell internationally across multiple Amazon domains. With an increasing number of marketplaces, complexity also grows. Amazon, as an e-commerce giant, is often opaque in many respects and imposes various fees that are challenging for sellers to understand. Additionally, there are differences in tax laws.

Read more: For more information about our Amazon Marketplace Connector, visit our official product homepage, d365.ms.

With ESYON, STIGA Sports starts thriving in Europe

STIGA Sports was searching for a solution that would connect the Amazon Marketplace with the ERP system they use, Microsoft Dynamics 365 Finance and Operations. Before that, the Swedish company went through an extensive upgrade to replace

"It was a very big project for us, and we invested a lot in it," Ulrika acknowledges. The need for an integrated solution to tackle the upcoming challenges in their day-to-day Amazon business was evident from the beginning, including from the company's management. In their search, Ulrika and her colleague Andreas came across ESYON.

"The seamless integration and functionality convinced us. A product like ESYON's Amazon Cockpit is truly rare. There are many tools on the sales side that help transfer incoming orders to the ERP system, but finance and accounting are often neglected. ESYON didn't overlook that and created a product that aligns sales and finance. We wish that more companies would become aware of this intelligent solution."

The collaboration between ESYON and STIGA Sports started in August 2021. The go-live took place over a year later, on August 22, 2022. Since then, all new items have been listed on

Amazon Seller Central. Prior to that, they had already sold as vendors on the marketplace for several years.

Note: Unlike Amazon Sellers who operate as independent merchants on Amazon, vendors sell on behalf of Amazon. The company has since connected to various other Amazon domains, including Spain, Italy, France, and Sweden. "We didn't have many sales on Amazon for a long time. However, they have developed very positively now. The e-commerce area may not yet represent the largest part of our revenue, but it is already evident that it has the potential to become so.

Read more: We recently added several features to our AMC. Find out what they are in our release notes!

Man working on a Laptop

Constant collaboration creates a win-win situation

At ESYON, we place great importance on strong customer relationships and providing personalized and long-term service. That's why our customers always have a dedicated contact person who provides individual advice and support. When asked if she would collaborate with ESYON again, Ulrika responded logically:

“We are still doing that.”

Collaborating with STIGA Sports is still something special, though. At STIGA, they strive to thoroughly understand ERP systems down to the smallest details. In this way, employees have developed immense expertise. The mutual exchange helps us tailor our solution to the seller's needs and continually improve it in the long run, creating a win-win situation for both parties.

STIGA Sports plans to expand into the US market in the future. We are confident that the company will achieve its ambitious goals and look forward to being part of future projects! Ulrika, thank you for the collaboration and the exciting interview. We wish you and STIGA Sports all the best for the future.

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