Overview
Laguna is the largest book retailer in Serbia — roughly 60 directly operated stores plus the Delfi chain, around 480 staff between them. After a two-year failed ground-up rebuild with an outsourcing agency, the company chose oozmi. Today the laguna.rs storefront runs in production with zero in-house developers, and every other system is migrating onto oozmi next.
The story is small in headline terms — a single retailer that picked a platform — but unusual in shape. Laguna is the first company anywhere intending to run the full oozmi suite at scale. The migration is also the proof: a 2026 production site, public, stress-testable, with a Lighthouse 96 desktop score the prospect can verify in their own browser.
Technical context
The legacy stack was an in-house ecommerce platform accreted over years by a rotating mix of internal developers and outsourcing agencies. Two to three engineers maintained it full-time. Beyond ecommerce, the operation ran across a typical mid-market spread — newsletter tooling, segmentation, campaign tooling, dashboards — each in its own system with brittle integrations between them.
Today the storefront and CMS are live on oozmi. CRM, OMS, ERP, PA, AI Builder, and Workflows are mid-migration. The legacy ERP stayed in place for in-store POS at the ~60 retail locations — replacing it was out of scope for round one and remains so for now.
Challenges
A two-year rebuild that fixed one bug and created three. The pre-oozmi attempt was estimated at one year, stretched past two, and produced a system in which every fix introduced new defects — the team's own framing. The agency was eventually fired with penalties. By the time oozmi made contact, trust in external IT vendors was at zero.
The business team was a queue in front of engineering. Promotions, content moves, segmentation, and dashboards each required a brief, a quote, and a release. A single discount toggle could take developers two to three days.
Toolset sprawl. Newsletters, segmentation, campaign tooling, and analytics each lived in a separate system, integrated through brittle pipes that made anything cross-tool expensive.
Solution
The decision was made in three meetings — no live references, no polished demo, structured as a design partnership to minimise risk during a trust-rebuilding phase. Both sides accepted the trade.
Migration took one year from sign to full production. Scope was a full cutover — catalog, customer accounts, order history, content, SEO. Post-launch carried minor bugs and some discrepancies on very old historical data; no major incidents.
With the platform live, the business team stopped briefing engineering. Promotions, discounts, campaigns, segmentation, content, and dashboards are now self-serve through the no-code builder and the AI Builder. The Gifts product line — a whole new category — shipped end-to-end through the merchandising team's interface, including product parameters, filter taxonomy, global search registration, the landing page, promo components, and manufacturer onboarding. None of those steps required a developer.
The tool stack collapsed alongside the dev team. Newsletters, segmentation, campaign tooling, and dashboards all live in oozmi now, in the same admin, against the same data.
Key Results
The headline is the Lighthouse score. 96 desktop on laguna.rs in production — verifiable in any prospect's browser. Accessibility 97, Best Practices 96, SEO 100 desktop. Mobile sits at 84 (Performance) / 96 / 96 / 100 — and that's the score as-is, with huge amounts of data, heavy pages, multiple complex third-party analytics tools, and a tailored website experience delivered differently to different user segments.
The team is the second headline. Zero in-house developers, down from 2–3. Business teams self-serve everything they used to ticket. Discount changes went from days to minutes; complex multi-condition, multi-segment campaigns that used to start as "can we even do this?" now ship in minutes from the no-code builder. Data insights run real-time on demand. Ad spend dropped 30–50% on the same yield through cleaner data and sharper targeting. Ten-plus writers were freed from drafting and lectoring as ML loops took over the typing work and wrote back into the system rather than producing passive charts.
And the operation now runs cross-border on a single storefront — one catalog, one inventory truth, locale-aware presentation per market.
What's next
CRM, OMS, ERP, PA, AI Builder, and Workflows are all in active migration. When the remaining cutovers complete, Laguna becomes the first company anywhere running the full oozmi suite in production at scale.
The commercial reframe matters more than the technical one. The cost story isn't "cheaper software." It's: the IT team, freed to build — not to fight old bugs. The 2–3 developers who used to maintain the legacy platform are gone, the seven separate marketing tools collapsed into one, and the business team is no longer a queue.