Heimkaup is an Icelandic online retailer in the Samkaup group. Moberg ran the redesign workshops and built the full webshop — backend, every integration and synchronisation, and frontend — sized for national grocery e-commerce.
Heimkaup is an Icelandic online retailer, part of the Samkaup group (itself part of Dranga hf.), one of the country's major retail organisations. At the heart of this engagement was full grocery e-commerce — selling the weekly shop online, at the scale of a national market, with all the inventory, pricing and logistics reality that groceries drag along with them.
Moberg's engagement covered the whole arc: redesign workshops to shape the product, then development of the complete webshop — the backend, all connections and synchronisations to the surrounding retail systems, and the frontend customers shop in. Not a layer of the platform; the platform.
The work started with redesign workshops — deciding what a national grocery webshop should be before building it. From there, Moberg developed the full stack: a PHP backend carrying the commerce logic, and a React frontend where a customer assembles a hundred-item basket without losing patience.
The decisive engineering, though, sits in the middle: the connections and synchronisations. A grocery webshop is only as good as its agreement with the physical retail operation behind it — assortment, prices, stock and orders flowing between the webshop and the group's systems, continuously and correctly. Groceries punish sloppiness here harder than most retail: thousands of fast-moving products, frequent price changes, and customers who notice immediately when the site sells them something the warehouse doesn't have.
The platform was built for full grocery e-commerce at national scale, and it ran at that scale. Since then, the business has refocused its assortment as part of the group's broader strategy — Samkaup's store network is being rebranded under a partnership with Spar — and the platform carried that transition too. Systems built end-to-end by one team tend to survive changes of direction; the seams are where platforms usually tear.
Assortment, prices, stock and orders had to stay in step with the group's retail systems at all times. In groceries, a stale price or phantom stock item is discovered by a customer within hours.
Thousands of fast-moving SKUs and large multi-item baskets are a different load profile from boutique e-commerce. The backend and integrations were sized for the weekly shop, not the occasional order.
The client's business later refocused its assortment as part of the group's strategy. The platform had to carry a full-grocery era and then a transition it wasn't originally briefed for — and did.
Heimkaup got a complete e-commerce platform from one accountable partner — workshops through backend, integrations and frontend — rather than a storefront bolted onto someone else's plumbing. Owning the whole build meant the synchronisation layer, where grocery e-commerce lives or dies, was designed with the rest of the system instead of negotiated with it.
The later chapter is part of the value, honestly told. When the group's strategy shifted and the assortment was refocused, the platform absorbed the change rather than forcing a rebuild. That is what end-to-end engineering buys: a business is free to change its mind, because its software can follow.
The commerce logic, plus the connections and synchronisations to the group's retail systems.
The shopping experience — built for hundred-item grocery baskets, not just single purchases.