Hafish: Fresh food from Hanstholm directly to the customer's door
This is how Hanstholm Fisk & Skaldyr solved the difficult discipline: selling fresh, refrigerated food via webshop, with thermobox, date selector and day-to-day delivery to the whole country.
The challenge: fresh food via a webshop
Most e-commerce solutions are built for goods that can withstand a parcel shop and a few days of delay. Fresh seafood doesn't. When a customer in Copenhagen orders salmon on Monday, the item needs to be fresh when it arrives and the customer needs to know exactly when.
For Hanstholm Fish & Shellfish, this meant a new kind of webshop. Not just a beautiful catalog page, but an entire shopping experience where the customer can choose their own delivery day, where the package becomes a cold chain, and where recipes, season and quality are allowed to stand out.
Thermos, ice cream and a date of the customer's choice
When customers place an order on Hafiska, they choose a delivery date up to 30 days ahead. Packages are only packed a few hours before shipping, so the fish is as fresh as possible when it leaves Hanstholm.
The package is a food-grade thermobox with ice that stays cold for up to 48 hours. If the customer is not at home, the package can be left at the door and an SMS reveals that it has arrived without compromising quality.
- ✓Customer chooses delivery date up to 30 days ahead
- ✓Day-to-day when ordering before 13:00
- ✓Thermo box with ice, fresh for up to 48 hours
- ✓SMS notification when the package is delivered at the door
- ✓Delivery Tuesday-Friday, free shipping over 749 kr
The salmon fillet category with curatorially presented products and delivery time in focus.
Season and campaigns built into the webshop
Fish is a seasonal commodity and the calendar drives sales. Hafiska uses Shoporama's landing pages and menus to have dedicated pages for each season (Christmas, New Year, Easter, Whitsun, Pentecost, summer and company party) so customers can quickly find the right assortment for the occasion.
It all runs on Shoporama's built-in page designer, menu structure and categories, without the need for extra plugins or third-party tools.
The recipe blog connects the sea and the plate
For many customers, the biggest question isn't "where do I buy fish", but "what should I cook". Hafiska meets customers there with over 50 recipes that take the raw ingredient all the way to a finished dish on the table.
Each recipe has a clear list of ingredients, where the seafood used is linked directly to the products the customer can buy. This means that the journey from "I want to make fish and chips" to "I've put the cod in the basket" takes seconds and the customer is not left wondering about portion size, type or quality.
The same bridge also works the other way around: when a customer lands on a product page, recipes with that particular fish can be shown as inspiration. The raw product gets context and the inspiration gets its range.
Recipe page with ingredients, process and direct route back to the product.
An SEO strategy based on recipes, seasonality and structured data
One of the reasons Hafiska has succeeded in selling fresh food online is that the foundation for organic traffic is built right from the start. It's not just a webshop, it's a well-oiled SEO machine.
50+ recipes pull in Google traffic
A comprehensive blog with recipes, from fish and chips to pad thai with shrimp, captures searches from people looking to make dinner. Each recipe is linked to the products you need.
Seasonal pages ready for every holiday
Dedicated landing pages for Christmas, New Year, Easter, Whitsun, summer and company parties. When customers Google "fish for Christmas lunch", a page is ready and has been indexed well in advance.
Schema.org everywhere
FoodEstablishment and PostalAddress markup on every page makes Google understand Hafiska as a local food business. Product and Offer schema on product pages make them ready for rich snippets.
160+ URLs in sitemap, pure technical base
Sitemap with over 160 URLs, robots.txt that deliberately excludes cart, payment and receipt pages, pure H1 hierarchy, descriptive anchor texts and WebP images with caching. Google doesn't spend crawl budget on the wrong things.
The combination is classic but rarely executed well: recipes as top-of-funnel SEO, seasonal pages as mid-funnel, product pages with Product+Offer schema as bottom-funnel, and structured data that helps Google understand the full context. That's how you build an organic foundation that keeps paying off.
Behind the webshop: marketing automation and data
Hafiska is not just a pretty front. Behind the scenes, there's a strong setup that makes it easier to get orders in, customers back and finances up:
Klaviyo
Klaviyo is connected to the webshop so Hafiska can work with email marketing, flows and customer data.
Trustpilot
Trustpilot is integrated into the design so new customers can quickly see existing satisfaction.
Profit Metrics
Profitmetrics measures contribution margins across channels so Hafiska can see what actually makes money, not just what moves revenue.
Cookiebot
Cookiebot handles cookie consent so marketing tracking is only activated when customers agree.
What can other webshops learn from Hafiska?
Even refrigerated goods can be sold online
With well-thought-out logistics (thermobox, date picker, day-to-day), even fresh food can function as a webshop category. This opens up a market that is otherwise reserved for physical stores.
Content that both helps and sells
Recipes are not just a blog. They're top-of-funnel SEO that draws in Google traffic and a buying guide that directs customers to the products they need.
Season as dedicated landing pages
Christmas, Easter, summer, company party. Each season has its own landing page, ready when the customer Googles, ready when the email goes out, ready when the campaign runs.
Measure contribution margin, not just revenue
With Profitmetrics on top of Shoporama, Hafiska can see which channels and campaigns are actually making money and turn off those that are just moving revenue around.
Gelinde
The Hafiska webshop is built by Gelinde on their GelindePremium theme. Shoporama design and development with transparent pricing, free support and fast responses.
Do you sell anything that requires more than a regular parcel shop?
Fresh food, made-to-order items or anything that requires date management and cold chain. We're happy to talk about how you can get online without compromising on quality.