How Kesko Senukai Digital boosted search conversion by 22,9 - 69,3 % with LupaSearch

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The results

In just five months, Kesko Senukai Digital saw measurable gains:

22,9 - 69,3 %

Search conversion
growth

33,5 %

Revenue per session
growth

500 K

active SKUs ranked, filtered, and searchable with precision

Who is our client?

Kesko Senukai Digital is the digital backbone of the Baltics, running one of the region’s most advanced eCommerce platforms. Their product catalog spans everything from construction materials and electronics to everyday essentials. With innovation at the core of their strategy, Kesko Senukai Digital has become the go-to online destination for millions of shoppers across Lithuania and beyond.

About integration

Industry

Retail in the home improvement and DIY sector

Monthly traffic

7M visits

Platform

Custom

A/B test for 5 months

Nosto

Migration from

Nosto

6 Domains

1a.lt

1a.lv

1a.ee

senukai.lt

ksenukai.lv

k-rauta.ee

Key challenges

Multilingual complexity

Multilingual complexity: Estonian compounds, plurals, and subtle nuances often led to missed results.

Search usability drop-off

Especially on mobile, where speed and relevance were falling short.

Broad search terms

Popular brand queries like “Samsung” or “Bosch” needed smart subcategory suggestions and accurate filtering.

Seasonal and trend sensitivity

Customers expected timely results, like summer tires in April, not winter ones.

Zero-result queries

Required smarter handling with AI-driven synonym matching and better query
understanding.

Personalization

Needed to reflect real user behavior (e.g., an Apple fan searching "phones" shouldn't see Nokia first).

Solution

LupaSearch and Kesko Senukai Digital took a collaborative, agile approach to solve these issues. Key initiatives included:

AI-powered synonym engine & long-query understanding

Leveraging OpenAI to reduce zero-result searches and interpret complex queries.

AI-powered synonym engine and long-query understanding in LupaSearch ecommerce site search, reducing zero-result searches

Manual keyword testing

Focused improvements on high-traffic queries ensured control during the A/B phase.

Sales-data-based ranking

Prioritized in-demand, high-performing products without relying solely on passive AI learning.

Estonian language fine-tuning

Tailored the engine to handle compound words and plural/singular variations.

Intelligent subcategory filters

For generic terms like “Bosch,” search now smartly surfaces drills, kettles, dishwashers, etc.

Accessory vs. primary product distinction

Core items displayed first, accessories shown below.

Fast loading times

Especially improved for mobile users, boosting engagement and satisfaction.

Trend detection and exception handling

For example, “Stanley bottles” were prioritized over tools, reflecting current demand patterns.

Search UX compliance

Legal display requirements (e.g., VVTAT) were embedded directly into the search interface.

We saw LupaSearch evolve into a truly powerful tool—not just a plug-and-play engine, but a real partner. From handling Estonian linguistic nuances to delivering real-time seasonal relevancy and trend insights, the platform adapted quickly. The admin interface, performance, and intelligent ranking logic made a clear impact on both our business KPIs and the customer experience.

Jaunius Danielius
Head of Sales, Kesko Senukai Digital