Overview
Games4you is the leader in board-game retail in Serbia. After moving from an agency-maintained ecommerce site to oozmi, online sales rose 25% in the post-migration period while marketing spend went down. The growth was earned by better experience and new operating tools — not bought with a bigger ad budget.
The four modules that matter to a retail operation — Ecommerce, CRM, ERP, OMS — are now live in production on oozmi. The business team owns what used to be a developer ticket. Ecommerce development is no longer a budget line; improvement is the default state.
Technical context
Before oozmi, Games4you ran on an agency-maintained ecommerce stack. The platform was operational, but it was someone else's roadmap. Every meaningful change was a brief, a quote, a timeline. New campaigns, segmentation, mobile improvements — all of it routed through people who knew the codebase but not the customer.
Today the storefront, customer record, inventory, and order flow run on a single oozmi instance. The mobile experience is built on oozmi's mobile-first builder. Promotions are configured in the admin. Segmentation that used to live in a CSV and an email tool is now a builder field. Day-to-day operations — inventory, orders, returns, content — happen in the same place, against the same data.
Challenges
Three things were structurally broken in the old setup.
No online-retail expertise in the chain. Games4you knew board games. The agency knew the stack. Ideas came from the team that understood the customer; execution came from the team that understood the code. Neither side could fully connect the two, and good ideas were watered down in the brief-to-build hand-off.
Mobile was an afterthought. The dominant channel for Games4you's customers was the weakest part of the storefront. Each mobile fix was a new project. The legacy stack pre-dated the mobile-first patterns the team needed.
Every change was a quote. Promotions, targeting, even simple content moves required a project. The site moved in lurches — and the team felt that pace inside the business.
Solution
The migration to oozmi did three things that mattered.
First, it put the business team in the admin. The merchandising and marketing functions stopped briefing engineering. Promotions, targeting, content, and operations now happen self-serve through the no-code builder and the AI Builder.
Second, it modernised the mobile experience. The legacy storefront's biggest gap became the part of the deployment that delivered the most. The dominant channel is now the strongest one.
Third, it changed the funding model. Games4you no longer pays for ecommerce development. Improvements ship on oozmi's release cadence; the platform's evolution becomes Games4you's evolution by default. What the team contributes now is creative direction — ideas that shape the oozmi roadmap, with the development happening anyway.
Key Results
+25% online sales in the post-migration period. Marketing spend reduced in the same window — the growth came from better experience and better tools, not a bigger ad budget. Mobile UX substantially improved — the dominant channel for Games4you's customers became the strongest one in the migration.
The reversal — from helpless to in the driver's seat — is the change the team names first when asked what changed. The numbers followed.
What's next
Games4you's relationship with the platform has shifted from buyer to contributor. The team gives creative direction to oozmi's roadmap; the development happens regardless. Continued investment moves from ecommerce dev budget toward the parts of the business that actually grow it — assortment, brand, customer experience.
The four modules in production today carry the entire commerce operation. No shadow stack, no parallel ledger. Next steps belong to the team that runs the business, not to a brief filed with engineering.