Kustom integrates Ingrid directly into checkout for smarter shipping choices

The checkout solution Kustom is entering into a strategic partnership with the delivery platform Ingrid, which is now integrated directly into Kustom's shipping selector. By connecting delivery data and checkout data about purchasing behavior, the merchant gets a significantly better overall picture of the purchase flow. Among other things, this gives merchants better opportunities to test, adapt, personalize and optimize shipping options in real time. This creates the conditions for higher conversion, increased delivery revenues and reduced returns. Adlibris is one of the first merchants to go live with the new solution.

The integration represents a strategic improvement for merchants using Ingrid and Custom. Previously, Ingrid's platform was handled as a separate integration outside of the checkout. Now, Ingrid's delivery intelligence is integrated directly into Kustom's shipping selector, creating a more cohesive purchase flow. For the first time, delivery decisions can be based on real-time signals from aggregated customer data. This means both an improved and more personalized user experience, and reduces technical complexity for the merchant.

Shipping options are a critical part of the customer journey and a common cause of abandoned purchases. The deepened partnership means Ingrid and Kustom’s data can be synchronized, giving merchants a better understanding of how shipping choices, delivery options and costs impact the purchase journey, and work more strategically with delivery to drive conversion, increase margins and reduce unnecessary returns.

– Ingrid and Kustom are both market leaders in their respective segments. When we connect experiences, we strengthen the value for the merchant. It's about more than a simpler flow. It's about being able to act on data that drives conversion and reduces returns. One plus one becomes three for our joint merchants, says Rasmus Fahlander, Product Manager at Kustom.

Merchants will continue to have separate agreements with Kustom and Ingrid. The pricing for Kustom's service will not be affected, but the overall cost of operation and maintenance can be reduced through a simpler technical structure. 

– We build Kustom so that merchants can focus on their business, not on connecting technology. That’s why we bring together market-leading functionality in an open ecosystem through partnerships. The deeper integration with Ingrid is a natural step to reduce complexity and strengthen business value for our merchants, says Kamjar Hajabdolahi, CEO at Kustom.

”Delivery has gone from an operational step to a critical part of the shopping experience. By integrating Ingrid’s delivery intelligence directly into Kustom’s checkout flow, merchants can for the first time test, optimize and act on delivery data where the purchase decision is actually made. It’s not just about offering more shipping options, but about using data to present the right option to each customer, which both increases conversion, improves margins and builds trust throughout the entire shopping journey,” says Susanna Grill Erntell, CEO at Ingrid.

The partnership has been developing over the past six months. The integration is available to Kustom merchants as an optional option in all markets where Ingrid is present. Adlibris will be one of the first merchants to implement the new approach. 

Custom Founder Kamjar Hajabdolahi has a minority stake in Ingrid through BLQ Invest, which is also the main owner of Kustom.