4 min read

Svenskt Avlopp - "E-commerce helps us to build customer understanding and trust"

By Andreas. 8 Dec 2025

Svenskt avlopp is Sweden's largest e-commerce and national supplier/installer of sewage systems for private households and commercial properties. They have over 20 years of combined experience in sewage and treatment systems in their organization and they are the price leader in the sewage industry. Friends Mikael and Johan started up Svenskt avlopp in 2017. Before starting their company, they worked as one-man installers of individual sewers. Over the years, as the internet developed, the idea grew that they too should be able to digitise parts of the service and in 2017 they took the plunge and started their own business. If you are in need of an individual sewer, it is a long and expensive process to complete. By creating a webshop, their customers can firstly get an idea and trust in them by seeing previous customer reviews, and secondly they can read up on both the products and the process itself as a whole. Svenskt Avlopp has been awarded the Recos "Recommended Company" award two years in a row thanks to their customer service, fast deliveries and sharp prices. Michael Töråsen tells us more about their business:

"E-commerce helps us build understanding and trust with the customer"

What do you sell in your webshop?
E-commerce works mostly to support the customer in seeking information at an early stage. Here they can get
information about the process itself and they can read about our different products. It
helps us build understanding and trust with the customer. Replacing or acquiring
an individual sewer is a rare commodity and a large investment, so it is important that the customer gains
confidence in us. We use the online shop as a sales support but we also sell products directly from
the site such as spare parts, septic tanks, accessories and consumables and more.
It is a long process when you need a single sewer and they have to be replaced when they
are not up to scratch anymore according to the municipality. When you find yourself in this situation, we help customers
by first doing a VA survey, where we tell the customer how they need to install their
sewer. Then we go to the customer's home to look at ground conditions, accessibility
etc. to determine the best solution for the customer. Then we take care of the application from the municipality so that we get the go-ahead to carry out the work. After that, we hire an excavation company to come and
dig for the sewer, which we then put into operation.

So we help the customer with the whole process, from
the moment their sewer has been condemned by the municipality until it has a new individual sewer
installed.

Why did you choose Abicart as your e-commerce platform?
Abicart was easy to set up with, the process was quick as it is easy to get to grips with and is
user friendly. The platform works great, it is easy to manage products and it works
well to manage many products in your online store.

We recommend Abicart mainly because it is easy to get started and it is easy to
start on a smaller scale and then scale up the business. It is also very easy to
manage products in different categories in Abicart's platform.

What is the best thing about running your own business and online store?
The best thing is probably the freedom you get and that all your choices and actions have an effect right away.
You quickly get a receipt of what you do and you see what works well and what works
less well.

Do you have any tips for others who want to start an online store?
My tip is that you should not rush a launch, but make sure that all products that you want
to have are included from the beginning. Write a proper description and make sure the SEO is in place with
META text and H1s. The risk of starting on the sly with a weak website is that you may lose
customers from the start because the website doesn't appeal to them and those customers may not come back
if their first impression of the website is poor. So the tip is to hurry slowly and do it right and
properly from the start.

Which subscription of ours do you use and why?
We have the Plus subscription with you and it suits our business well, we have what we need.
We use the theme of Fabrikk. When we started up we took help from Webfolket who now
work at Abicart with the design. They chose that theme because it fits when you have as many
products as we have. Since then, we've kept going with it, but we've made some changes and updated the website over the years.

Visit Svenskt Avlopp online!