TL;DR. Boutique Papier, a fountain-pen-paper specialist in the 6th arrondissement of Paris, migrated from Squarespace Commerce to Ordiko to gain native multi-locale support and AEO surfaces. In 120 days, AI search citations grew 3.5x and EU organic traffic doubled.
Background
Boutique Papier is a stationery brand founded in 2020 by Camille Lefèvre and Antoine Charron. They specialize in fountain-pen-friendly paper — notebooks, loose sheets, and writing pads with weights between 80g/m² and 120g/m² and acid-free, archival construction.
The catalog is small but considered (185 SKUs). Average order value is €68. The customer base is split roughly 40% France, 25% Germany, 15% Italy, 10% Spain, 10% other EU/UK/US.
The challenge
By Q1 2026 Boutique Papier had outgrown Squarespace Commerce on three axes:
- Multi-locale. Squarespace's multi-language handling required a third-party plugin (~€40/mo) that didn't correctly emit per-entity hreflang. Pages frequently advertised translations that didn't exist, causing crawl errors and ranking suppression in Germany and Italy.
- AI search. Customers in Berlin and Milan increasingly reported that Perplexity and ChatGPT recommended American or British competitors when asked about fountain-pen-friendly paper. Boutique Papier had no llms.txt, no Markdown twins, no AI crawler controls. They were invisible to AI engines.
- Performance. PDP mobile LCP averaged 2.6s on Squarespace's Fluid Engine, kept above the 2.5s threshold by Squarespace's mandatory image-loading script. Lighthouse SEO scores hovered at 88; performance scores at 78.