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At LogiCommerce Connect 2025, we celebrated 25 years of growth in the eCommerce sector with a roundtable featuring three of our clients, each representing different business models, challenges, and strategies: Cajadecarton.es, Torrons Vicens, and Ona Llibres.
It was a conversation filled with real insights into omnichannel strategy, digitalization, mobile commerce, and customer service.
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One of the major topics of the session was omnichannel. Núria Alcalà from Ona Llibres explained how their bookstore—an impressive 900 m² space in the heart of Barcelona—has become a true house of Catalan culture, hosting over 500 cultural activities each year. Their omnichannel strategy goes far beyond selling books online: it focuses on capturing visitors from the physical store from the very first minute, integrating them into an active database that drives the digital relationship.
Pedro Solano, eCommerce Manager at Torrons Vicens, shared a very different approach. With over 60 physical stores, most of them located in tourist-heavy areas, their goal is to turn occasional visitors into recurring customers through the online channel—especially international tourists who are unlikely to return in person.
In contrast, Àngel Travieso, CEO of Cajadecarton.es, runs a fully digital business. Originally operating in the industrial B2B channel, the company made a complete transformation to focus 100% on eCommerce. “There’s no turning back,” he emphasized, highlighting the scalability, efficiency, and elimination of common pain points from traditional sales such as payment delays and logistical inefficiencies.
All three speakers agreed on one key point: the online customer profile has become completely transversal. There is no longer a single digital-native segment. From cloistered convents buying packaging online to older customers who previously only shopped in physical stores, the pandemic served as a clear accelerator of change.
This shift has forced companies to rethink the online experience and build platforms that work seamlessly for all users, regardless of their needs or digital skills.
The speakers were unanimous: mobile is no longer optional—it’s the center of everything. Àngel pointed out that their latest version on LogiCommerce was designed with a mobile-first approach from the beginning. Núria added that although conversion is still higher on desktop in the editorial sector, the gap is closing quickly.
Pedro shared a similar experience at Torrons Vicens: while mobile brings in the most traffic, conversion rates are still higher on desktop—but the trend is clearly shifting toward parity.
Beyond the technology itself, everyone agreed that the success of an omnichannel strategy depends on team training and having a clear strategy. Capturing data in-store, integrating the physical customer into the digital journey, and understanding that online is not the enemy but an ally are essential steps.
Pedro emphasized that the key is not just choosing the right tool, but understanding what you want to achieve and how to build a strategy to get there.
Delivery speed was another hot topic. Customers expect fast fulfillment, even on tight deadlines like December 24. Torrons Vicens, for instance, works with operators like TIPSA and FedEx to reduce incidents and ensure 24-hour delivery, though they acknowledge that some incidents depend on external factors.
At Ona Llibres, they discussed how logistics play a major role in their business model and how they offer different shipping options based on urgency and average order value—encouraging larger baskets while maintaining quality service.
Ona Llibres is a perfect example of how an online store can be much more than a catalog. Their mission goes beyond business: to preserve and promote Catalan culture. With over 40,000 Catalan-language books available online and a clear commitment to internationalization through casals catalans, they’ve built an eCommerce platform with real purpose.
This roundtable reminded us that after 25 years of eCommerce evolution, real success lies not only in the technology, but in the strategy, business vision, and commitment to the customer.
Whether the model is fully digital, hybrid, or physical with increasing digitalization, the core principles remain the same: know your customer, build a coherent omnichannel experience, and rely on tools that support sustainable and scalable growth.
