Two platform migrations in a year and a half Vivara underwent two major migrations in quick succession. First, the fourteen online stores were migrated from Magento 1.9 to Magento 2, which resulted in changes to all URLs. In late 2025 and early 2026, the switch to the Hyvä theme followed, resulting in the replacement of modules and further URL changes. Both migrations were carried out in phases: first the smaller online stores, and then the Netherlands, Germany, and the United Kingdom, so that lessons learned earlier could be applied to the most important markets.
Local competitors with different product standards In every country, Vivara competes with local providers that focus exclusively on a single market and are often less expensive. Vivara deliberately chooses products developed in collaboration with nature conservation organizations, with the needs and safety of animals as the top priority. For products such as hedgehog houses, for example, ventilation and construction can be key factors in ensuring responsible use. This commitment to quality must be clearly explained in the search results, whereas competitors sometimes focus primarily on price or an attractive design.
Other Preferences and Search Queries by Country Nature and consumer interests vary across European markets. In the United Kingdom, people prefer different bird species and products than in the Netherlands or Germany, while Norway and France also have their own preferences. Content therefore cannot simply be translated: examples, terminology, product choices, and advice must be relatable and credible in each country.
Significant fluctuations due to weather and seasons Demand for wildlife conservation products fluctuates with temperature, precipitation, and animal behavior. Warm weather can reduce demand for birdseed and nest boxes while increasing demand for bird baths, whereas during cold spells, fat-based products become more important. Some of these seasonal patterns are predictable, but sudden weather changes make year-over-year comparisons and the prioritization of tasks more complex.
Various and multiple stakeholders The international approach includes eleven Vivara online stores and additional partner online stores, which are managed by various store managers. SmartRanking also coordinates with the CMO, developers, and the external SEA agency. With so many markets and stakeholders involved, the project requires clear responsibilities, regular meetings, and short lines of communication to ensure that central improvements and local priorities are well aligned.