www.wurm.com
Outstanding efficiency in search and navigation combined with first-class customer service.

Wurm.com is a long-established family business with over 60 years of experience in the decoration trade. The online shop offers nearly 10,000 products in eight language versions and caters to both B2B and B2C customers across Europe. The focus is on seasonal decorations, gift ideas, and home accessories. To enhance the digital shopping experience and improve internal efficiency, Wurm.com chose an intelligent e-commerce solution in collaboration with BatteryIncluded.ai.
Product search isn't just a feature – it's our first point of contact with customers. With BatteryIncluded, we've regained control at Wurm: better relevance, less maintenance, greater impact. Now, sales can manage search without IT, marketing campaigns take full effect – and the shop feels seamlessly unified. A strategically sound decision.
The Challenge:
With eight language versions, country-specific assortment logic, and a growing product range, Wurm.com faced a central challenge: making relevant products efficiently visible to different target groups without editorial overhead. The existing search was not fault-tolerant, content such as “shipping” or “returns” couldn’t be linked precisely, and maintaining product lists required disproportionately high time and personnel resources.
The Solution:
BatteryIncluded.ai integrated an AI-powered product search with semantic understanding, dynamic filters, and automated redirects of service queries to relevant content pages. A customized relevance logic links Wurm’s product knowledge with BatteryIncluded’s algorithm. The AI Picks identify especially relevant products, automatically label them, and place them higher in lists scalable across all eight language channels.
User Value:
Customers find what they’re looking for faster even with vague queries. AI Picks highlight relevant products without editorial effort. Through semantic search, personalized recommendations, and intelligent sorting logic, the relevance per page view increases. At the same time, users benefit from clear answers to service questions, as common search terms are automatically linked to appropriate information pages. The shopping experience becomes noticeably more intuitive and efficient.
Seamless integration thanks to partner agency nogency.
The implementation was carried out in close collaboration with partner agency noGency. The team handled the technical integration, customization for the different language channels, and editorial fine-tuning. The combination of strategic expertise and operational reliability significantly contributed to seamlessly embedding the solution into Wurm.com’s existing shop architecture — efficiently, collaboratively, and on equal footing.
Performance optimization in the new shop.
Through targeted optimization of the architecture, the shop’s performance has been noticeably improved. The P75 value in the Browse Endpoint now consistently stays below 50 ms, and in the Suggest Endpoint below 100 ms. This speed not only enables a significantly better user experience but also provides the technical foundation for instant interactions — from filter changes to live suggestions in search — thereby demonstrably increasing conversion rates.
Smart product labels powered by BatteryIncluded’s AI-driven algorithm.
AI Picks automatically highlight products that are especially relevant based on user behavior and performance data, fully automated and scalable. These products are ranked higher in lists and visually emphasized. As a result, customers find suitable items faster which increases the likelihood of clicks and purchases. At the same time the Wurm.com team saves significant time on maintenance and benefits from consistently high-quality product presentation.
Why BatteryIncluded: Outstanding Performance and Service
Fast loading times and responsive interfaces are essential for conversion and user satisfaction. With optimization to P75 under 50 ms (Browse) and under 100 ms (Suggest), the shop responds instantly — filters, search suggestions, and list refreshes run almost in real time. This reduces frustration, increases interaction, and ensures users stay longer in the shop and convert faster. Especially in the mobile context, this speed is a decisive competitive advantage.
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