CASE STUDY · BUDMIL
Fashion e-commerce for Hungary and Slovakia, each store tailored to its own market – with an AI assistant, automated marketing and a link to the retail network.
The project
From Budapest to Milan – 35 years in fashion, at home and across the region.
About the brand
budmil is a Hungarian fashion brand founded in 1990 – its name joins Budapest and Milan. It started out with sports and school bags; today it offers a wide range of casual clothing, bags and shoes, through its own stores and franchise partners in Hungary and neighbouring countries.
budmil is a long-standing client of ours. We develop both the Hungarian online store and the Slovak budmil.sk – each tailored to its own market, from the catalogue and checkout to customer service.
budmil in numbers
According to budmil's own figures.
1,990
founded
47
own stores across Hungary
180+
employees
6,300 m²
own logistics centre
The shopping journey
From browsing to basket – on desktop and mobile.
Categories and filters
Filter by size, colour, season and price. Product cards show the available sizes and colours at a glance, and add to basket in one click.
Product page
Colour and size pickers, a size chart, recommended products – and which store has the item in stock.
Blog and inspiration
Style and fabric guides that help shoppers decide – and bring in visitors from search.
On mobile
The whole purchase is easy on a phone, from browsing to payment – with the AI assistant just a tap away.
An AI assistant in the store
The budmil Chat Assistant is live in the online store. It helps shoppers find products by category, colour, size and price, manages the basket, answers questions about delivery, payment and stores, places orders and logs complaints – at any time of day.
Shoppers always know they are talking to a virtual assistant: the chat introduces itself as one.
AI behind the scenes – with people in control
AI prepares, the team decides.
Suggested replies for customer service
Incoming emails and customer feedback get a ready-made draft reply – a colleague reviews it, edits it if needed and sends it.
Smart prioritisation
Urgent and dissatisfied messages move to the top, so they get answered first.
Automatic matching
Emails are linked to the right order automatically – no more searching by hand.
Feedback at a glance
Customer reviews summarised, recurring themes highlighted – so it's clear what to improve.
What sells the product
Automations that work before and after the purchase.
Abandoned basket
An automatic reminder when items are left in the basket.
Recently viewed
Reminders about previously viewed items, and win-back messages for inactive customers.
Recommendations and upsell
Recommended and frequently bought together products on the product page and in the basket.
Coupons and gift cards
Campaign codes, discounts and gift cards to buy online.
Loyalty programme
Club card and loyalty discounts, online and in store.
Delivery and returns
Several couriers with automatic parcel tracking, and returns started online.
Two stores, two markets
budmil.eu and the Slovak budmil.sk are separate online stores, each tuned to its market: their own range and campaigns, local delivery and payment options, and local customer reviews on the Slovak site. The Hungarian store is also available in English.
We develop both, so what works on one benefits the other.
Screenshots: budmil.eu, budmil.sk. Brand data: budmil.eu/leiras/a-vallalatrol (in Hungarian).
WEBAPIX · CUSTOM DEVELOPMENT
Planning an online store for more than one country?
Catalogue, checkout, delivery, marketing automation and AI-assisted customer service – in one system.