F64 grows conversion by 53% on VTEX

F64 is a Romanian specialist retailer serving photography, video, audio-video, and creator communities. Its digital offer spans cameras, lenses, studio equipment, audio-video products, accessories, printing and editing products, and related gadgets. Around this core assortment, F64 provides specialist consultation, rentals, professional printing, servicing, and photography education, reflecting the high-consideration journey its customers take.

The company’s customer proposition combines a broad technical assortment with specialist support. This model makes digital commerce more than a transactional channel: the storefront must help customers identify the right equipment, access services, complete higher-value purchases, and receive their orders through a dependable experience.

In 2018, F64 shifted from its monolith commerce systems to modern SaaS platforms built for growth. By choosing VTEX, the retailer began a new chapter in its digital development, with greater flexibility to improve the customer experience and support its expanding business.

Today, more than 70% of F64’s orders are placed online, excluding click-and-collect, making digital commerce central to its customer experience and continued growth.

For a photo-video retailer, digital growth is not simply a question of attracting more sessions. The commerce experience must support complex product discovery, premium-order transactions, seasonal campaign peaks, and an expanding catalog, while preserving the knowledgeable, service-led character that customers expect from a specialist brand.

As the business grew, so did the operational workload behind the storefront. Campaign preparation for events such as Black Friday or Cyber Monday required significant overnight effort, and price adjustments and product recommendations were handled manually. In this context, the brand needed a platform capable of absorbing traffic peaks while maintaining predictable operating costs.

F64’s strategic requirement was therefore to build a commerce foundation that could support business growth, while allowing the flexibility to maintain and enhance the specialized customer experience.

F64 uses VTEX as the foundation of its omnichannel commerce operation. VTEX is offering a single real-time view of inventory across online, stores, and warehouses, enabling ship-from-store, click-and-collect, and store pickup. VTEX’s API-first architecture lets the merchant evolve the storefront and in-store experiences independently of the commerce engine, allowing them to maintain their differentiator.

Leveraging VTEX’s composable API first architecture, F64 management has decided to focus and invest in UI/UX, My Account, Checkout and post-purchase services.

These investments connect the customer-facing experience with the operational processes behind each order. This is particularly valuable in a category where customers balance product compatibility, performance, and price, and where consistent fulfillment matters as much as product availability.

“Migrating to the VTEX platform was a major step in our digital transformation. Over time, we’ve enhanced our customers’ experience by leveraging the platform’s advanced features, which have enabled us to connect more closely with them. This has helped us strengthen our position in the local market and focus more on the services we offer, all with the assurance of a platform that provides excellent business support.”

Long-term growth: 11.7% turnover CAGR, FY 2020 - FY 2025

F64’s digital development has accompanied sustained business growth. Between FY2020 and FY2025, the retailer’s annual turnover increased from EUR 19.14 million to EUR 33.29 million at constant currency, approximately 74% growth over five years, equivalent to a compound annual growth rate of 11.7%. Turnover increased every year, despite regional events that significantly reduced consumption.

Furthermore, F64 increased its conversion rate from 1.7% in 2018, at the start of its VTEX journey, to 2.6% by the end of August 2026. This represents a 52.9% increase in the conversion rate.

Operational efficiency

F64’s leadership also identifies cost predictability and the ability to manage peak sales more efficiently as important outcomes of the platform partnership. The team reports that campaign preparation work, which previously required an overnight effort, can now be completed in approximately one hour, while automated price alignments and recommendations have reduced manual effort. These operational improvements supported F64’s decision to renew its VTEX contract.

Growth through the peak season and beyond

F64 grew the number of orders by almost 8% in 2025, compared to the previous year.

F64 closed 2025 with almost 8% more orders than the previous year. November was once again its strongest month for gross merchandise value (GMV), with GMV increasing by 8.8% compared with November 2024 and average order value (AOV) rising by 13.4%.

The retailer carried that growth into the first half of 2026. Compared with the same period in 2025, order volume increased by more than 3%, extending the trend beyond the peak shopping season.

Since migrating to VTEX in 2018, F64 has deepened the partnership as it enters its next stages of growth: expanding into a marketplace model to increase catalog depth without inventory risk, launching multi-language storefronts to open cross-border revenue streams, and introducing semantic search and AI-driven content to further lift conversion on an expanding assortment.

The roadmap extends to cross-border pricing and enhanced B2B operations to capture the professional and studio segments, leveraging a composable architecture that enables F64 to move quickly on commercial opportunities.

VTEX sees this partnership as a technology foundation for F64’s continued growth and agility in an evolving market:

“We are happy to provide F64 with the commerce backbone and necessary support to grow their business. With VTEX, F64 benefits from an advanced digital commerce solution that allows it to adapt quickly to market changes and customer needs. The flexibility to react and rapidly improve user experience, increase conversion rate, and streamline operations assures F64 is able to scale its operations and explore new revenue streams and markets.”

For F64, VTEX is the commerce foundation behind an ongoing program of customer experience and operational improvements. Eight years into the partnership, with the contract renewed in 2025 for a further five years, F64 continues to scale on the same platform it chose in 2018.