How BGA boosted conversion across Europe with localized checkouts

Higher conversion rates
across all markets
Easier operations
with one global checkout solution
Payment options that fit
each customer’s preferences

“We’ve seen conversions go up since switching to Kustom. Offering the payment methods that actually matter to our customers makes all the difference, and that’s why we’re confident using it across all our markets.”

Björn Andersson, CEO, BGA

Merchant
BGA
Business focus
Picture frames, posters and framing products
Markets
Europe

BGA is home to Europe’s largest selection of picture frames, along with posters, mirrors and photo albums. With physical stores in Sweden and Norway and online sales to all 29 European countries, BGA has become a go-to destination for home decor and personalised framing.

But selling across Europe comes with its challenges, especially when every market expects local payment options and a checkout experience that feels tailored for each customer.

Challenge

Fragmented payments and missing localization

Before Kustom, BGA’s checkout setup required a new integration every time a payment method was added. Managing multiple checkouts across markets took time, added complexity and made it hard to stay truly local.

In some countries, customers couldn’t find the payment options they expected, and when technical issues occurred, insight was limited. For a business where the checkout is central to the customer experience, that lack of control had a direct impact on conversion and cost efficiency.

Solution

One checkout built to scale across markets

BGA had used Klarna Checkout for years, but outside the Nordics they needed other checkout solutions to meet local expectations. When Klarna Checkout became Kustom, the picture changed. With broader support for local payment methods, currencies and languages, along with a clear plan for even deeper localisation, BGA could finally unify all markets under one checkout solution.

Kustom’s checkout enables BGA to:

Offer the right local payment methods for each market, for example Carte Bancaires in France, iDeal in Holland and MobilePay in Denmark.
Support local currencies and languages to give customers a checkout that feels familiar and trusted.
Simplify operations with one global and flexible setup.
Benefit from a clear roadmap for continued localization.
Work closely with a dedicated, responsive checkout partner.

Instead of offering every possible payment method, BGA focuses on the ones that matter most in each market — a strategy made simple with Kustom’s localized approach. 

With the right foundation in place, implementation was quick. BGA went live within a week and now delivers a consistent, reliable checkout experience across all markets, without the technical bottlenecks or costly integrations that slowed them down before.

“We were up and running within a week. The support from Kustom has been outstanding, always quick to respond and genuinely invested in helping us succeed.”
_{Björn Andersson, CEO, BGA}

Result

Higher conversions and less complexity

Since rolling out Kustom Checkout, BGA has seen a clear increase in conversion rates across markets, driven by higher card acceptance rates and localized payment options that build trust with customers.

The unified setup has also reduced internal admin and technical complexity. With fewer integrations to manage, the team can focus on what matters most: growing the business.

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The takeaway?

For BGA, localization isn’t about offering more payment methods, it’s about offering the right ones. Together with Kustom, they’ve built a checkout that feels local everywhere and scales with their ambitions, from Europe to the US. BGA’s story proves that success across markets comes down to the essentials: relevance, simplicity and a solution that grows with you.