Skatinger is launching local websites on the Connect Marketplace network for Italy, Slovenia and Croatia – connected by unified technology, yet adapted in language, content and marketing for each country.
On the Connect Marketplace network we are rolling out localized Skatinger websites for Italy, Slovenia and Croatia, each with its own domain (.it, .si, .hr), content in the local language and marketing campaigns aligned with buyer habits. This marks a new phase of growth for Skatinger, as we combine the advantages of a centralized platform with the flexibility of a localized approach. All stores operate exclusively on Connect Marketplace, ensuring unified technology, centralized data management and reporting, with the freedom for each country to develop its own pace and style.
We have also launched the skatinger.eu.com website, which serves as a central hub showcasing all our partners and collaborators, as well as a place where we present how we are searching for new partners across different countries. In this way we are building a network that goes beyond three countries – this is only the beginning of expansion into new markets and communities that share the same passion for water sports.
On the Connect Marketplace network we are rolling out localized Skatinger websites for Italy, Slovenia and Croatia, each with its own domain (.it, .si, .hr), content in the local language and marketing campaigns aligned with buyer habits. This marks a new phase of growth for Skatinger, as we combine the advantages of a centralized platform with the flexibility of a localized approach. All stores operate exclusively on Connect Marketplace, ensuring unified technology, centralized data management and reporting, with the freedom for each country to develop its own pace and style.
We have also launched the skatinger.eu.com website, which serves as a central hub showcasing all our partners and collaborators, as well as a place where we present how we are searching for new partners across different countries. In this way we are building a network that goes beyond three countries – this is only the beginning of expansion into new markets and communities that share the same passion for water sports.
Why separate but connected websites, and what gets localized
A single international webshop is often not enough to achieve true local relevance. Buyers make decisions based on language, cultural nuances, expected delivery times and familiar payment methods. That is why we are building three market-specific websites connected through a shared product database and centralized CRM. This provides two key benefits: access to unified processes in the background and full freedom to adapt content, offers and campaigns to the needs of each market. Behind the scenes we use the same platform, product catalog, content management system and analytics, which ensures consistency in specifications, images, video materials and user manuals. At the market level we localize language and tone of communication, featured collections, blog topics, customer stories, delivery and return conditions, as well as promotions. Technical details are displayed in centimeters, and safety recommendations and manuals are adapted to local regulations.
Local strategies: Italy, Slovenia and Croatia
The Italian market is characterized by a strong community of sea and outdoor enthusiasts. We emphasize blog guides such as choosing the right SUP board based on experience and sea conditions, video demonstrations of techniques and maintenance, and collaborations with local influencers and lifestyle communities that engage audiences along the coast and islands. The SEO strategy is aligned with Italian search queries and their variations, while social media combines educational short formats with engaging lifestyle stories. The communication tone is passionate and community-driven, with a strong emphasis on experience and enjoyment on the water.
Slovenian customers value precise technical data, comparisons and equipment recommendations based on real conditions of rivers and lakes. The focus is on comparison guides, model advantage tables and case studies from local destinations. We emphasize fast delivery and pick-up through partner points, while social media communication brings short tips, how-to content and safety guidelines. Special attention is placed on connecting with micro-influencers and outdoor enthusiasts who create authentic content from the field.
Croatia combines the sea and inland waters, so the content includes equipment selection guides, local destinations, regulations and safety advice. The focus is on video materials from the coast and lakes, educational series and lifestyle stories, while additional value comes from collaboration with local influencers and partners in the HoReCa sector – hotels, campsites and beach bars that can offer SUP boards, yoga platforms or water bikes for rent to their guests. In this way we build a bridge between end users and business partners, opening up additional sales and promotion channels for Skatinger.
SEO, content, social media and advertising
The foundation of digital growth is SEO. We build it through technically correct on-page optimization, structured data, logical architecture and fast loading. On top of this we develop local content clusters: in Italy, topics connected to the sea and regattas; in Slovenia, expert guides on types of waters and conditions; and in Croatia, a combination of coastal destinations, national parks and safety recommendations. Blogs are linked with collections and products to strengthen professional relevance and encourage purchasing decisions. Social media and the YouTube channel complement the strategy – short formats deliver quick tips and tricks, while longer videos showcase techniques, safety and real-life experiences. The plan also includes collaborations with trainers, instructors and clubs to further amplify reach. Advertising is managed per market, with ad groups aligned with local search terms. Search campaigns target high-intent queries, while display and video build awareness outside of peak season. Remarketing brings visitors back, and micro-conversions such as downloading guides or subscribing to newsletters fill the pipeline and open space for nurturing campaigns.
Operations, technology and customer value
The customer experience does not end with a click. Connect Marketplace enables local or regional warehousing and partner logistics for faster delivery within the EU, with centralized inventory oversight. Support is provided in local languages, documentation and manuals are clearly translated and adapted, and return and warranty policies are transparently presented. Each Skatinger website operates on the same system with a unified product database and multilingual content, allowing centralized management of prices, promotions and inventory while running independent campaigns per market. Reporting is unified with filtering options per country, enabling tracking of organic traffic, conversion rates, average cart value, acquisition cost, delivery time and customer satisfaction. Customers thus receive content and support in their own language, clear information, faster delivery and a simpler purchasing process, while the brand achieves greater visibility and long-term connection with its audience.
What comes next
The initial launch includes content migration, local guides and first campaigns, creating a strong foundation for growth. After that we establish a rhythm of monthly topics, seasonal collections and collaborations with local partners and influencers. But this is only the beginning – we plan systematic expansion into additional markets and languages, with the goal of making Skatinger a recognized brand throughout the region and across Europe. Everything is built on the same foundation: the unified technology of Connect Marketplace and local content that truly helps users. In the long run, we want to position Skatinger not only as a store for equipment, but as a partner and guide for active and safe enjoyment on the water, regardless of which country our customers are in.
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