Esdemarca: Breaking sales records

About Esdemarca

Founded in 2007, Esdemarca is an online fashion store offering thousands of items from 400 brands with 24 hours delivery. Operating in Spain, Portugal, France, Italy and the United Kingdom, Esdemarca has over 1.5 million registered users.

Industries: Retail
Location: Spain

About Ackstorm

With more than 16 years of experience in system integration and management, Ackstorm are experts in the design, implementation and administration of cloud platforms for online business.

By migrating to Google Cloud Platform, Esdemarca built a stable, robust infrastructure that can handle extreme peaks of traffic and scale with the company’s success.

Google Cloud Platform Results

  • Built a robust, reliable infrastructure with Google Compute Engine
  • Handled extreme peaks of traffic with Cloud Load Balancing
  • Cut unnecessary costs with flexible pricing and per minute billing

By concentrating on great customer service and maintaining strong relationships with its suppliers, online fashion retailer Esdemarca has grown from strength to strength, selling hundreds of brands across the EU and operating in five different languages. In 2016, Esdemarca’s web infrastructure started to buckle as more and more customers began visiting its website and online store. With outages plaguing its system, the company decided to build a reliable, cloud-based infrastructure that could scale with its customer base. To do that, it needed Google Cloud Platform (GCP).

“We were heading into Black Friday and the Christmas season and we saw outages every day. We knew we had to change from physical servers to a cloud-based infrastructure in a very short space of time. Over the last ten years we’ve worked with Google products like Adwords so, even if it was a risky decision, Google’s reputation gave us a high level of confidence and we decided to make the switch to the Cloud," says Esteban Blázquez, CEO and Founder at Esdemarca.

Handled record sales traffic in the 2016 holiday season without a single outage

“What Google Cloud Platform has given me is the ability to focus on my business.”

Esteban Blázquez, CEO and Founder, Esdemarca

High speed scaling, low cost reliability

Online retailers can grow much faster than their brick and mortar rivals. But that success can strain a company’s technological resources. In November 2016, with Black Friday coming up, Esdemarca’s success and popularity caused serious problems with its online store. The company’s physical on-premises servers simply could not cope with the volume of traffic Esdemarca was seeing and the website suffered multiple outages every day. The company even had to limit its marketing campaigns to limit incoming traffic. Esdemarca could not continue with its physical servers and keep up with demand. So one week before Black Friday, the company decided to replace its infrastructure.

Teaming up with cloud architecture specialists Ackstorm, Esdemarca chose Google Cloud Platform for its new solution. Just days before Black Friday, Ackstorm’s team of engineers worked day and night with Esdemarca to complete the migration in just 48 hours. With Ackstorm’s help, Esdemarca ported its stack to Google Compute Engine which provided a robust cloud-based infrastructure. Using Cloud Load Balancing’s autoscaling features, Esdemarca could prime its online stores for extreme peaks of traffic during the end of year retail season. Meanwhile, Google’s per minute billing helped keep costs to a minimum by eliminating unnecessary expenditure on unused servers.

“We migrated Esdemarca to GCP because it was absolutely the best solution for them. Google has the best network, the best machines, and it allows you to grow very quickly. We migrated very quickly because Google lets you easily replicate the stack on its cloud. For engineers, GCP is very special because there’s so little trouble during the migration. You can move your infrastructure with ease to Google and after that you can just carry on or start making improvements," says Javier Domingo, Senior Cloud Engineer at Ackstorm.

“Google has the best network, the best machines, and it allows you to grow very quickly. We migrated very quickly because Google lets you easily replicate the stack on its cloud.”

Javier Domingo, Senior Cloud Engineer, Ackstorm

100% platform availability

GCP’s reliability and resilience has helped Esdemarca overcome its technical constraints and concentrate on selling its goods and growing its customer base. The week after Esdemarca switched to GCP, its website saw record numbers of traffic and sales during Black Friday and never went down. Throughout the busy Christmas shopping period that followed, Esdemarca continued to provide the excellent service it had built its reputation on and never once suffered outage. Investing in more processing power with GCP and not having to worry about monitoring server traffic has meant that Esdemarca has been able to double the number of products it manages and sells since the migration. In 2017, Esdemarca has been working with Google and Ackstorm to further expand and improve its performance. Earlier this year, Esdemarca created Esdebikers, a new specialist website aimed at selling motorcycle accessories, on a replication of the original GCP stack. In addition, the company is exploring ways of making its translation process more efficient with Google’s suite of Machine Learning tools - a logical step for a company that already sells in five languages and is looking to sell in even more.

“What Google Cloud Platform has given me is the ability to focus on my business. I don't want to think of hosting, or technology issues, or outages. I want to focus on my business, foster relationships with my suppliers and provide great customer service. When you get technical problems every day, you begin to have a technical mindset and it’s hard to keep your passion. I need focus and passion to keep growing my business. I get both of those with Google,” says Blázquez.

About Esdemarca

Founded in 2007, Esdemarca is an online fashion store offering thousands of items from 400 brands with 24 hours delivery. Operating in Spain, Portugal, France, Italy and the United Kingdom, Esdemarca has over 1.5 million registered users.

Industries: Retail
Location: Spain

About Ackstorm

With more than 16 years of experience in system integration and management, Ackstorm are experts in the design, implementation and administration of cloud platforms for online business.

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