Level Up – from hobby to challenger
October 5, 2025
TL;DR - Bottom Line Up Front
Migration:From 24Nettbutikk to Shopify – tailored for a large catalog of used games and equipment.
Focus:Only organic growth and continuous optimization of structure, search, and conversion.
Result:From side project to full-time job with employees – growth that competitors have taken notice of.
Level Up started as a passion for used games, but the ambition was bigger. When founder Seb was switching platforms, he needed a solution that could handle complex product data, be easy to operate, and scale without relying heavily on paid traffic channels. We migrated the store to Shopify, built a data model for used goods, and optimized for organic growth.
The starting point
TL;DR:
- Heterogeneous product data for used games and equipment (condition, versions, region codes, SKU variations)
- Slight flexibility for filtering, search, and categorization
- Dependence on manual routines for purchasing, onboarding, and restocking
- Limited control over SEO essentials: URL structure, meta fields, and internal linking
The solution
TL;DR:
- Migration to Shopify: Cleaning, mapping, and importing of product data with a focus on consistent handles, metafields, and variant logic
- Product data model:Meta field for condition/grade, platform, region, series, compatibility and included accessories
- Catalog management:Dynamic collections, automatic tags, and rule-based display (e.g., “new arrivals,” “retro,” “collector’s items”)
- Search and filtering:Facets for platform, genre, condition, and price ranges
- SEO & conversion:Templates for category texts, internal link sections, structured data, and a well-thought-out URL hierarchy
- Operational flow: Simple onboarding of goods (batch), inventory status management, and clear differentiation between unique and generic SKUs
| Factor | Before (24Nettbutikk) | After (Shopify) | What does it mean |
|---|---|---|---|
| Product data | Irregular structure, manual registration | Standardized metafields and variants | Faster publishing, fewer errors |
| Filtering & search | Limited | Facets for platform, status, genre, etc. | Better navigation and conversion |
| SEO foundation | Light control | Scalable templates, URL hierarchy, schema | Growth through organic traffic |
| Operating procedures | A lot of manual work, little traceability | Batch phasing-in, clear inventory flow | Less time per item |
| Scalability | Bottlenecks to growth | Modular structure, clear rules | Secure growth without a superstructure |
What we actually built
TL;DR:
Core components
- Metadata fields and rules for condition (e.g. “Mint”, “Good”, “OK”) and contents (manual, box, DLC)
- Dynamic collections per platform/series with auto-tagging
- Scalable templates for category text, FAQs and internal links
- Faceted filtering on category and search pages
- Batch phasing-in and stock status that clarifies the “one of each” logic for unique products
Impact in practice
- The store grew quickly on organic traffic – without paid advertising
- Level Up went from a side project to a full-time job with employees
- Competitors noticed the progress and the market position
- Operations became more predictable with less manual work per item
Why this works
TL;DR:
We prioritized standard Shopify features and a data model that makes it easy to publish, find, and buy used games. No shortcuts, just structure and iterative optimization – that’s what drives sustained organic growth.
FAQ about the case
Ready to go from hobby to challenger
We build stores that grow through organic traffic – with structure, search, and conversion at the core.
About Scandicommerce:Shopify experts in Oslo helping niche stores and challengers scale with data-driven SEO and robust architecture.
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