Lightup's own catalogue feed tags 3,266 of its 4,510 products (72%) as not stocked. On those pages the first line under the price is "0 stk på lager som kan sendes idag", even on top products such as the Pure Up K2 floor lamp (3,750 kr), the Gloria pendant and the Magic table lamp. Only the second line says it ships in 3–5, 7–10 or 14–21 days. A shopper reads "zero in stock" before reading when it will arrive, while the homepage promises "Rask levering fra lager i Norge" and competitors show "Rask levering" and click-and-collect.
First action
Rewrite the stock line in the product template.
How to measure it
Add-to-cart rate, supplier items
- Now
- –
- Target
- +15%
- By
- 60 days
Steps
Map the cases
Stocked, supplier 3–5, 7–10 and 14–21 days.
E-commerce manager 1 day
Write the lines
Dispatch date plus delivery estimate.
E-commerce manager 1 day
Change the template
Hide "0 stk" for supplier items.
Shopify developer 2 days
Add the filter
"På lager – sendes i dag" in collections.
Shopify developer 2 days
A/B test
New vs old wording on top 200 products.
E-commerce manager 4 weeks
Train support
Same wording on chat and phone.
Customer service and sales 1 day
Why it works
Change the stock block on every product page: for stocked items show "På lager i Skien – sendes i dag før kl. 13"; for supplier items show only "Sendes innen 3–5 dager" with an estimated delivery date ("Hos deg ca. 28.–30. oktober"). Add a "På lager – sendes i dag" filter and badge in collections, and sort stocked items first where the products are equal. Test the new wording against the current one for four weeks.
Shoppers decide on certainty of delivery. Saying when it arrives, instead of that there are none, removes a reason to leave for a competitor, and helps the 1,006 stocked products stand out.
Ready to use
CopyStock line wording
Stocked: "På lager i Skien – sendes i dag (bestill før kl. 13)" Supplier 3–5 days: "Sendes innen 3–5 virkedager · hos deg ca. <dato>" Supplier 7–10 days: "Bestillingsvare – sendes innen 7–10 dager · hos deg ca. <dato>" Supplier 14–21 days: "Bestillingsvare – sendes innen 2–3 uker · vi varsler deg på e-post" Collection badge: "Sendes i dag"
Risks and how to handle them
Supplier dates slip
Show a range and email if the date changes.
Shoppers expect next-day
Keep the stocked filter visible.
Evidence
- Your cataloguePublic product feed (October 20, 2026): 4,510 products from 72 suppliers (Nordlux 428, NorDesign 332, SG Armaturen 248, Konstsmide 218, Louis Poulsen 159, Flos 150); 3,266 products (72%) carry the stock tag "Ikke_lager" and 1,006 "På_lager"; 4,216 can be ordered when out of stock; prices from 68 to 39,600 kr, median 1,448 kr.Source
- Your websiteProduct pages for not-stocked items open the buying box with "0 stk på lager som kan sendes idag", then "Forventet sendt fra vårt lager innen: 3-5 dager" (Pure Up K2 floor lamp, 3,750 kr, a top product), "7-10 dager" (Gloria pendant, 4,069 kr) or "14-21 dager" (Magic table lamp, 1,659 kr). The Magic page says "Lyspære ikke inkludert" (E27) but suggests no bulb, and its "Se også" box shows the Magic lamp itself.Source
- Your websiteHomepage: meta description "Sjekk vårt store utvalg lamper og belysning ... Rask levering fra lager i Norge"; "Lightup.no er en norsk nettbutikk med lager i Skien"; product pages carry "Ingen toll - Sendes fra vårt lager i Skien" and "Lampeeksperten på nett i 15 år"; a "Prismatch?" form asks shoppers where they saw a lower price; brands from Louis Poulsen and Flos to Nordlux and Philips Hue; the footer links Instagram, Facebook and Pinterest, and there is a YouTube channel.Source
- Competitor researchRivals' own homepages: Lampemagasinet, "Handle i nettbutikken eller i en av våre 17 butikker", "4.3/5 basert på 577 anmeldelser", "Frakt fra 99,-", "Klikk & hent i alle butikker"; Lampegiganten, "Lys opp ditt hjem med rett belysning", with "Butikker og showroom" and a notice of "Forlenget leveringstid" during an IT system update.Source