How Star Srl successfully scaled its cross-border e-commerce business on Amazon & other marketplaces

Star Srl is a leading Italian company with over twenty years of experience in the luxury eyewear sector. A key player in the European and global online market, Star stands out for its strong partnerships with all major industry leaders – including Luxottica, Safilo, Kering Eyewear, LVMH, Marchon, Marcolin, and De Rigo – as well as a wide range of independent brands. This allows customers to access an exceptional selection of eyewear, from top fashion houses to popular sports labels and emerging global designers.   Active on over 30 marketplaces, with top markets in Germany and the UK, Star continues to shape the future of online eyewear retail. Its official online shop, otticanet.it, serves customers worldwide.

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Challenges and objectives

Before adopting Lengow in 2017, Star faced growing challenges in managing its expanding marketplace presence. After launching its first marketplace in 2008 and joining Amazon Italy in 2015, it became increasingly clear that marketplaces were a key pillar of the company’s growth.

By 2017, Star had established a dedicated team to focus solely on marketplaces. However, as the number of active marketplaces multiplied, so did the complexity of managing them. Operations became fragmented, time-consuming, and inefficient - each platform required individual attention, leading to duplicated efforts and a lack of central oversight.

A major objective of the project was the expansion across all Amazon marketplaces, which was seen as crucial to Star’s strategy. But managing this scale without a unified solution was simply not feasible. The company needed a powerful, centralised tool to streamline and optimise operations across the board. That’s when Star made the strategic decision to partner with Lengow - a move that proved essential in successfully managing the complexity of nearly 30 marketplaces, including the full Amazon ecosystem.

Solutions by Lengow

To meet the demands of its growing marketplace strategy, Star turned to Lengow and its NetMarkets solution - a pivotal step in centralising and simplifying operations.

NetMarkets acts as a powerful bridge between Star’s internal systems and its marketplace ecosystem, streamlining product data, syncing orders, and managing errors in real-time. With seamless API integration tailored to Star’s custom back-ends, the solution supports the company’s complex needs, such as managing 10 distinct catalogues based on language and pricing, as well as handling brand-specific exclusions. The integration enables Star, for example, to efficiently manage an average of more than 3,500 Amazon orders per month across 16+ Amazon countries.

In addition to Amazon, Lengow also enables Star to operate smoothly on key marketplaces such as eBay, Cdiscount, Decathlon, Zalando, Worten, Kaufland, or Fruugo. Thanks to smart data transformation, automation, and extensive marketplace coverage, Lengow has allowed Star to scale its operations while ensuring optimal catalogue quality, accurate listings, and synchronised order flows - all through a single, unified platform.

Key benefits

Testimonial