Since 2008, Sinful has been on a mission: to inspire people to have a more fun and playful sex life. As Northern Europe's largest e-commerce sex toy company, they've built something that goes well beyond a product catalogue - creating experiences, breaking taboos, and doing it all with a wink.
From their HQ and warehouse in Aarhus, they work every day with curiosity, openness, and a healthy dose of humor.
Along the way, the results have spoken for themselves: Gazelle Awards every year from 2015 to 2022, and the Danish Entrepreneurship Award for E-Commerce in both 2017 and 2018.
So, when something on the webshop isn't pulling its full weight, they notice, and do something about it.
For a long time, almost all of the recommendation action on Sinful's webshop was concentrated in one place: 'Similar Products' on the product detail page (PDP).
Not bad. But not exactly swinging its full potential yet either.
Because when someone's already staring at a product (comparing, considering, hovering over Add to Cart) that's a high-intent moment. That's not the time to show them something similar, but rather to help them discover what they actually want next.
In October 2025, Sinful and Relewise decided to spice things up. They swapped out the 'Similar Products' focus and introduced two recommendation types that actually match how real people shop:
The PDP started being a place where the customer journey continued - not stalled.
The numbers reflect what Sinful has always been good at: when they commit to doing something better, it shows.
Comparing April 2025 and April 2026, direct orders via Relewise grew from 6,070 to 26,994 - an increase of 345%.
At the same time, the share of identified orders driven directly by Relewise rose from 48.16% to 66.55%, showing that the new recommendation setup had a measurably stronger impact on buying behavior.
For a company that's spent nearly 17 years breaking taboos and making intimacy more accessible, this was a natural extension of that same mindset: don't settle for good enough.
The shift from "here's something similar" to "here's where other shoppers went, and here's what they bought together" made the PDPs work harder at exactly the right moment.
The type of recommendation, its placement, and what your shopper is actually thinking in that moment is a recommendation strategy. Sinful (with help from Relewise) got there by asking a simple question: could this be working harder?
Turns out, the answer was yes. Enthusiastically.