Latvia
Estonia
Lithuania
The Body Shop
Founded in 1976 by Anita Roddick, The Body Shop has grown into one of the world’s leading ethical beauty brands, offering skincare, body care, haircare, fragrances, and cosmetics in more than 60 countries.
The Baltic franchise operates dedicated e-commerce stores for Latvia, Lithuania, and Estonia. Managing a large product catalog across three languages requires a technically sound website, a well-structured category hierarchy, and localized content that helps customers find the right products through organic search.
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In this case study:
About the project
The Body Shop Baltics wanted to strengthen its digital presence with an e-commerce platform that was easier to manage, easier to find through search, and better equipped to support customers across three Baltic markets.
Magebit was brought in to improve technical SEO, restructure the category architecture, expand multilingual content, and optimize the platform’s overall performance.
Client challenges
Strengthening a global beauty brand’s organic visibility across the Baltic markets required a long-term SEO strategy that improved site health, strengthened content, and supported three localized storefronts. Key challenges included:
- Resolving technical SEO issues, including duplicate canonicals, broken schema, hreflang implementation, and 404 errors.
- Simplifying a cluttered category structure with legacy categories, orphan pages, and inconsistent product-to-category linking.
- Managing localized content and metadata across 3 languages and 3 markets (Latvian, Lithuanian, and Estonian).
- Developing research-driven category content to improve visibility for high-intent search terms.
- Ensuring accurate product feeds and analytics to support Google Shopping and performance reporting.
- Delivering sustained organic growth through continuous optimization.
The role of Magebit
Where digital magic comes to life
Magebit developed and executed a multi-market SEO strategy across the brand’s Latvian, Lithuanian, and Estonian storefronts. The engagement focused on resolving technical issues, strengthening category visibility, and improving the site’s search performance.
- Strengthened technical SEO
Magebit resolved recurring technical SEO issues, increasing the site’s technical health score from the low 70s to the 90s. The team fixed duplicate canonical tags, broken schema, hreflang implementation, category URL and trailing-slash issues, and generated bulk 301 redirects for 404 pages across the Estonian and Lithuanian storefronts. - Optimized site architecture
Magebit restructured the category architecture by removing orphan and redundant categories, consolidating legacy pages, reorganizing top-level categories, and improving URLs and internal linking to make the site easier to navigate for both shoppers and search engines. - Expanded localized content
The team also developed research-driven category content across key product lines, updated pillar category pages, and created localized FAQ sections for the Latvian, Lithuanian, and Estonian storefronts to improve search visibility and support rich results. - Improved shopping visibility and reporting
Magebit managed Google Merchant Center and Meta product feeds, resolved GA4 reporting discrepancies against Magento sales data, audited redundant products across categories, and completed a European Accessibility Act audit of the site.
