ba&sh is, first and foremost, a story of friendship between two women, Barbara Boccara and Sharon Krief, who set out to build an international brand in their own image: warm and sunlit, dressing women everywhere. For 20 years, ba&sh has reinvented femininity to become, over time, a reference in the fashion industry and the embodiment of effortless French style.
With over 80% of its traffic happening on mobile, ba&sh wanted to deliver a smoother, higher-performing shopping experience at the decisive moment of checkout. To support its international growth and meet customer expectations across every market, the brand chose Qomit, the leading SaaS checkout platform.
"After benchmarking the different solutions on the market, we chose Qomit because it is highly specialized in mobile, which represents the largest part of our business." Marie de Gouvello, Head of Digital Performance at ba&sh.
Before working with Qomit, ba&sh managed its checkout entirely in-house, directly from the CMS.
With more than 15 sites operating its international markets, every single update to ba&sh's in-house checkout had to be replicated 15 times over.
⚠️ Managing the checkout was therefore complex, tying up teams across numerous screens, resulting in a particularly time-consuming process and significant technical constraints.
With Qomit, ba&sh can now rely on a turnkey solution that lets it optimize its checkout efficiently. Every improvement deployed benefits all of its markets at once, in a single click.
A concrete example? To serve user needs as closely as possible, ba&sh frequently adds new payment methods across its different sites. This was a particularly complex process within its internalized checkout. Today, Qomit lets ba&sh update its payment methods effortlessly, quickly covering new payment habits. As Marie de Gouvello explains: "With Qomit it's no longer an issue at all, and it's very fast!"
ba&sh started by deploying Qomit across all of its markets on mobile, then on desktop.
Throughout the implementation project, ba&sh monitored the improvement in its conversion rate market by market and by traffic source.
The outcome: concrete, measurable results driven by a simpler approach to checkout optimization and the rapid rollout of those benefits internationally.
While the first implementation phase focused on mobile, ba&sh then deployed its checkout on desktop as well, following Qomit's product evolutions 💡.
The goal? To offer a unified, omnichannel experience, and also to improve performance readability thanks to a consistent purchase journey, whatever the device.
💡 Did you know? Initially deployed on mobile only, Qomit now offers desktop checkout implementation as well. Our SaaS model lets us deliver regular updates and simplified deployment across every market and device, keeping you consistently at the cutting edge.
Brands operating internationally have to adapt to a range of local specificities. The format of contact forms and shipping addresses, in particular, varies from one country to the next. To deliver a quality user experience, ba&sh's checkout needed to account for these variations.
"On this point, Qomit has been quite proactive. They have real international expertise. As a result, they immediately gave us forms that met best practices, without us having to feed them our own market knowledge."
Thanks to its expertise in international best practices and its ability to anticipate how markets evolve, Qomit positions itself as a strategic partner for conquering new markets.
"You can tell the Qomit teams have a real grasp of international best practices. It shows on technical questions, of course, since they provide us with products tailored to the specificities of each market, but also in the way they support us. We are constantly working to win new markets with our offering, and the Qomit teams enrich our thinking with their own knowledge of international markets. That is absolutely essential to ba&sh's strategic reflection."
Outsourcing its checkout to Qomit allowed ba&sh to refocus on its core business: e-commerce and user experience. Now freed from managing the checkout, ba&sh's teams can deliver their messaging and showcase their collections to users in a personalized way.
💡 Far more than a checkout tool, Qomit aims to bring value to its clients and unlock their potential. The solution's SaaS model brings many advantages:
Optimizing checkout internationally, improving the conversion rate, unifying practices, adapting to local specificities, and freeing up teams to focus on ba&sh's strategic priorities: thanks to a shared vision, ba&sh and Qomit turned a constraint into a growth lever.
So why not rely on Qomit too, to turn your conversion and internationalization challenges into opportunities?