From fans to customers: Storytelling lessons from ABBA The Museum’s webshop

E-commerce isn’t just about selling products—it’s about creating experiences. And when your brand is as iconic as ABBA, the stakes are even higher. How do you translate a legacy that spans decades into an online store that resonates with fans around the world?

Enter Tobias Hansson, the e-commerce manager at PopHouse Entertainment and part of the team behind ABBA The Museum’s global webshop. With awards like Site of the Month and Site of the Day under his belt, Tobias knows a thing or two about blending storytelling, functionality, and design.

I had the chance to sit down with Tobias on Click To Buy to unpack the strategies behind ABBA The Museum’s award-winning Shopify store. From deep fan research to balancing storytelling with sleek design, here’s everything you need to know to turn your store into a storytelling masterpiece.

Click To Buy, Episode 36:

To hear the full episode, catch it on Spotify or watch the video version on YouTube:

Here are the key takeaways from our conversation:

Tobias’s journey: From filmmaking to e-commerce

Tobias’s path to e-commerce began in the music and media industries, where he honed his skills in storytelling and connecting with audiences.

“I actually started off my career in the music and media industries. I did a lot of content creation, exploring my passion for storytelling in TV and film. Over the years, I transformed into e-commerce—first with my own company, selling plants online. That gave me hands-on experience in operations and strategy.”

This creative foundation shaped his approach to e-commerce, allowing him to bridge the gap between storytelling and online retail.

Bringing ABBA’s legacy to life online

When tasked with creating a webshop for ABBA The Museum, Tobias and his team knew they needed to reflect the band’s global impact while ensuring the site met modern e-commerce standards.

“We started by listening to the fans—the people who love ABBA. We conducted surveys, interviews, and user research to understand their expectations. From there, we built a project brief that prioritized their needs.”

Fan-centric design: Listening first

ABBA’s fans aren’t just customers—they’re superfans with deep emotional connections to the brand. Tobias knew that if the webshop was going to succeed, it had to reflect the fans’ needs and desires.

“It’s easy to say, ‘This is for the customers,’ but we truly mean it. We used data from surveys and interviews to guide every decision. For example, we tailored experiences for both desktop and mobile users, addressing specific needs for each group.”

The takeaway? Building for your audience starts with truly understanding them. For ABBA The Museum, this meant creating a site where fans could immerse themselves in the band’s legacy while enjoying a seamless shopping experience.

Storytelling in every element

Storytelling isn’t just a buzzword for Tobias—it’s baked into every element of the ABBA webshop. That’s why one standout feature of ABBA The Museum’s webshop is its “scrollytelling” approach, which weaves narrative into every page.

“We focused on storytelling because our research showed fans love details. Whether it’s the history of a product or the story behind its design, we included that everywhere—from the product pages to the checkout process.”

Example: Product collections

Each product is part of a larger collection tied to ABBA’s legacy.

“For example, the ‘Blue Cat Dress’ is more than a piece of merchandise. It’s tied to ABBA’s stage outfits, with details about the original designer and the tours where it was worn. These stories create an emotional connection for fans.”

By integrating storytelling, the webshop extends ABBA’s legacy beyond the museum, immersing fans in a universe they can take home.

Balancing form and function

Storytelling is important, but it can’t come at the expense of usability. Tobias’s team worked hard to keep the site clean and functional while still showcasing the products in the best light.

“We chose a black-and-white aesthetic to let the products shine. ABBA’s merchandise is colorful and vibrant, so this contrast helps the items pop while maintaining a sleek, uncluttered site.”

Mobile optimization was another key focus. Fans no longer need to leave the product page to find size guides or shipping details. Everything is integrated seamlessly into the shopping experience.

“We optimized the mobile experience and streamlined the checkout process. Before, users had to leave the page to find size guides or shipping info. Now, it’s all integrated seamlessly into the product and cart pages.”

Overcoming challenges: The weight of a legacy

Working with a brand as beloved as ABBA comes with its own set of challenges. For Tobias, the pressure to do justice to their legacy was real.

“With such an iconic history, there’s always the fear of getting it wrong. We had to ensure the site felt authentic while balancing the needs of a global fanbase. Localization was a significant hurdle—we started with Swedish, English, and German, but managing multiple languages and currencies was complex.”

Stakeholder management was another hurdle, but Tobias credits his team for keeping the project on track.

“Managing expectations across teams and external collaborators was tough. It took a lot of coordination, but we made it work by focusing on the shared goal of delivering an exceptional fan experience.”

Tobias’s Click-Worthy Tip

At the end of our conversation, I asked Tobias for his top tip for e-commerce brands looking to improve their Shopify stores. His advice? Focus on storytelling.

“It’s not just about showcasing a product—it’s about creating an emotional connection. Share the story behind the item. What inspires it? How does it tie to your brand’s heritage? Pair this with high-quality visuals to create an emotional connection with your audience.”

Final thoughts: Building your own legacy

ABBA The Museum’s webshop is more than an online store—it’s a celebration of the band’s history, designed to connect with fans on a deeper level. For Tobias, that connection is what makes the difference between a transaction and an experience.

If you’re inspired by their approach, start by asking yourself: What’s the story behind your brand? How can you bring that to life in your design, your products, and your customer journey?

Want to see storytelling in action? Check out ABBA The Museum’s webshop here.