Haypp Group is leading the global transition from smoking to reduced‑risk alternatives. Rooted in Scandinavia’s most innovative markets for smoke‑free products, the company combines e‑commerce leadership and regulatory expertise to create value for more than 1.1 million consumers. Today, Haypp Group operates around ten distinct e‑commerce brands across seven countries in Europe and the USA. This setup places high demands on warehouse operations, automation, and system reliability. To support its continued growth and complex logistics flows, Haypp Group chose Ongoing WMS as the warehouse management system for all its warehouses.
When searching for a new WMS, Haypp Group needed a solution that could support different warehouse configurations while offering flexibility across the entire customer journey.
“When evaluating the market for a new WMS, we looked for a solution that could handle our various warehouse setups while offering integration flexibility throughout our customer journey. Ongoing provided both the capacity and scalability required for our continued growth,” says Niklas Gustafsson, Global Head of Warehouses at Haypp Group.
Today, Ongoing WMS is used across all Haypp Group warehouses in Europe and the USA, supporting highly automated flows and standardized processes.
Haypp Group’s logistics operation is built around speed, automation, and reliability. Both inbound and outbound deliveries must run smoothly at scale. “Ongoing is used in all our warehouses in Europe and the USA. Our flows are highly automated, and Ongoing enables inbound and outbound deliveries to be handled quickly, securely, and in a standardized way,” Niklas says.
During 2025 alone, Haypp Group dispatched approximately five million orders, putting significant pressure on system stability. “This places high demands on system stability, and Ongoing has proven it can handle our volumes without issues,” he adds.
High order volumes and fast picking flows have also driven technical collaboration. Tianfu Yun, Software Engineer at Ongoing, was Haypp’s sole point of contact from the start and helped set up their unique workflows in Ongoing WMS. “Working with flows where a large number of orders need to be picked quickly requires some unique adjustments, which we’ve been able to support. Being able to get quick system adjustments has been a major advantage for Haypp,” Tianfu says.
One of the key advantages of Ongoing WMS for Haypp Group has been its ability to scale while allowing workflows to evolve over time. “The system helps us maintain a smooth and stable flow even during high order volumes, and the flexibility in functionality and customization allows us to quickly optimize our workflows as needs change,” Niklas explains.
From Ongoing’s perspective, standardization has been an important part of this journey. “Together, we’ve worked to standardize their logic to simplify processes and reduce duplicated code across systems. Haypp has been very receptive to this and encouraged it. This has made both the rollout of new systems this spring and the expansion of existing ones significantly smoother,” says Evelina Strömdahl, Software Engineer at Ongoing. After Tianfu, she has worked closely with Jesper Jönsson, also Software Engineer at Ongoing, to improve Haypp’s processes further.
This standardized approach allows functionality to be reused across warehouses and systems, making future expansions easier to implement.
Beyond the system itself, Haypp Group highlights the collaboration with Ongoing as a key part of the partnership. “The collaboration works very well. The team is solution‑oriented, responsive, and quick to provide feedback when we need support. When we have specific requests regarding features or adjustments, we always receive constructive help, and changes are often implemented much faster than we expect,” Niklas says.
Haypp Group has implemented Ongoing WMS across both migrated and newly launched warehouses. “We have both migrated from a legacy WMS and started new warehouses directly in Ongoing. In both cases, onboarding has been smooth and well‑organized. The entire team at Ongoing has a good understanding of our processes and guides us effectively through every step, making scaling and transitions significantly easier," Niklas adds.
The feeling is mutual: “Our contacts at Haypp are always a pleasure to work with. They listen carefully, while often bringing exciting ideas on how they want to improve their warehouse processes,” says Jesper Jönsson. “We’ve worked to ensure their Ongoing setup is as easy as possible to scale and apply to new warehouses. This makes it smooth for them to expand into new countries and gradually add automation equipment as their needs grow.”
To support transport administration and warehouse connectivity, Haypp Group uses Ingrid as their shipping platform and e-motions europe AB for warehouse automation, enabling inbound deliveries, inventory, picking, and packing.
“When it comes to automation, we mainly work with Pick‑to‑Light, packing machines, and conveyor systems via e‑motions. Overall, it’s been running very smoothly, with relatively few issues. I’d say Haypp is one of the customers who has driven the development of our automation API and standard automation flows the most,” Tianfu adds.
With Ongoing WMS as the foundation for its warehouse operations, Haypp Group has established a scalable, stable, and automation‑ready logistics setup that supports both current volumes and future growth. The combination of standardized processes, flexible workflows, and close technical collaboration enables Haypp Group to continuously optimize operations while maintaining high performance across all warehouses.
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