Mediaset España — The group's first online store

One platform, six TV channels, sales from day one.

6

TV channels unified in a single ecommerce store

1

Single Magento backend for 6 brands

24h

Guaranteed deliveries with MRW

Project Overview

Six TV channels.
One online store, since 2012.

In 2012 Mediaset España wanted to launch the group’s first online store, able to absorb the massive traffic generated by on-air advertising across its six channels: Telecinco, Cuatro, Divinity, Boing, Factoría de Ficción (FDF) and Energy.

The challenge was not just technical: the platform had to support 6 completely different visual identities, one per channel, without duplicating the backend operation or multiplying maintenance.

Connecting The Dots designed an architecture of a single Magento serving six different storefront designs, integrated with Odoo for management and a local payment gateway with the lowest possible fees.

The content and SEO strategy exploited each channel’s seasonality from launch, to the point that organic traffic came to match the direct traffic generated by the TV campaigns.

The Challenge

Six channels, one launch, sales from day one.

Not just another vendor. A platform designed to absorb, from minute one, the traffic that only national television can generate.

On-air advertising on Telecinco, Cuatro, Divinity, Boing, FDF and Energy could generate hundreds of thousands of visits concentrated in very short peaks — the platform had to handle them without going down.

Traffic peaks from on-air advertising

Each channel needed its own visual identity — 6 in total — but running 6 different backends would have multiplied the group's cost and operational complexity.

6 identities, one backend

As a completely new launch, there was no customer base or sales history to rely on — the store had to generate revenue from the very first days.

Sales from day one, with no history

A store for merchandising and mass sales of official products needed frictionless payment and reliable logistics so as not to lose sales to distrust or delays.

Logistics and payment for mass sales

Our Approach

How we structured the project.

A unified architecture underneath, six brand experiences on top, and a frictionless checkout in between.

01

One architecture, six identities

We designed a single Magento backend serving 6 completely different storefront designs, one per channel, to run the whole catalogue, stock and orders from one place — integrated with Odoo for management and a local payment gateway negotiated with the lowest possible fees.

Magento

Odoo

Local payment gateway

Multi-brand

02

Frictionless checkout and logistics

Designed around the customer, not the internal operation: card, PayPal, cash on delivery and bank transfer so as not to lose sales to friction, with logistics integrated with MRW to guarantee 24h deliveries.

Card

PayPal

Cash on delivery

Bank transfer

03

Traffic and conversion from day one

Integration of YouTube and social media, a blog strategy and weekly campaigns exploiting the seasonality of each channel and its top-rated shows, plus cross-selling, up-selling, a bespoke CRM and training for Mediaset's in-house team.

SEO

Content

Cross-sell

Up-sell

CRM

Seasonality

Training

Results

From TV campaign to a business line of its own.

A new business area with its own cash flow and high margin — not just a sales channel, but an additional line for the group.

4

Payment methods

Card, PayPal, cash on delivery and bank transfer — maximum flexibility so as not to lose sales to friction.

SEO

Matched on-air traffic

Organic search came to generate as much traffic as the direct TV campaigns, reducing dependence on on-air advertising over time.

A launch designed to absorb from day one the traffic that only national TV advertising can generate — and a platform able to turn it into a new business line for the group.

Media group · Spain

Ecommerce Launch and Consolidation

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We work with brands and distributors across Spain and Europe. If you want to grow digital revenue with structure, seniority, and accountability — let's talk.

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