Euroflorist: The Pioneers of the Online Flower Delivery

It’s hard to imagine today, but in 1995, most businesses didn’t even have a website and secure online payments were a futuristic dream. The idea that someone could order flowers without physically visiting a florist was pretty … revolutionary. But that year, Euroflorist Sweden (the birthplace of the Euroflorist Group) launched one of the first 100 e-commerce websites in the world, placing themselves in the same pioneering class as Amazon (founded 1994, first online sale 1995) and eBay (founded September 1995).

 

Unlike many early websites, Euroflorist's shop didn’t just show products — it enabled transactions with credit card payments. This bold move showed customers they could trust Euroflorist with their sensitive information — setting a standard for security, professionalism, and innovation that we proudly maintain today.

When people ask who made flower delivery online possible — Euroflorist was there first.

To truly understand how much things have changed — and how much passion drives our evolution — you need to hear it from those who lived it. One of Euroflorist's longest-serving employees, Inger, shared her heartfelt memories of Euroflorist’s early digital days, especially the very memorable 14 February 2000 - the morning that changed everything in the flower delivery industry.

"Before 1995, if you wanted to send flowers for example to the USA, UK, or even another country, you had to physically walk into a local Euroflorist partner store and pay in cash," Inger recalls. "Euroflorist was the first company to let customers order through a computer and pay by credit card — without ever leaving home."

Before the website, orders were processed by telefax — and even earlier, by phone. Each order was manually relayed to florists, payments recorded manually. When Euroflorist went online, it wasn’t full automation overnight.
"On the surface, customers could browse, pick flowers, and pay by credit card. But behind the scenes, we still had to manually process payments using a credit card reader in the office. Every order confirmation landed in our inbox and had to be handled manually. Total change comes in small steps," Inger explains.

 

Online flower shopping wasn't very popular at first... And then, everything changed — literally overnight.

"It was Monday, February 14th, 2000 — Valentine's Day," she says.
"Between 1995 and 2000 we were used to less than 50 online-paid orders a day, which made for only a small percentage of our total orders sent through the Euroflorist's flower network. But that morning, we came to work, and we saw more than 400 weekend orders waiting in the inbox - while new ones were still coming! It felt like the Internet had exploded overnight! Everyone — from accounting to management — jumped in to help process the orders. The credit card terminal and fax machines were operating at full speed. And what's most important is that we made sure every Valentine’s Day flower order was processed."

 

That day was a turning point, not just for Euroflorist, but for the future of flower delivery.
"After Valentine’s 2000, online orders just kept growing. That was the day, we truly understood the power of Internet, and we could feel that times are changing. And honestly, the rest is history," says Inger with a smile.

From minimal beginnings to a smooth, mobile-first experience — the story of our website mirrors the digital evolution of e-commerce itself. Thanks to the Web Archive website we could take a peek on how flowers delivery service changed over time.

Although the visual design of most websites in the 1990s was... let’s say “basic,” — Euroflorist’s 1995 site offered something that truly stood out: secure online payments by credit card — a bold move that laid the foundation for modern flower e-commerce.

By 2005, Euroflorist's platform had matured significantly. Drop-down menus, product sorting by price or occasion, and more intuitive layout show how the experience was becoming more interactive and personalized.

With brighter colours, cheerful imagery, and improved product browsing, the 2015 version of the site feels much more welcoming. You can see the early hallmarks of modern UX: a clear navigation menu, better categorization, price filters, and improved checkout flow.

The 2015 site clearly embraces the mobile revolution. Buttons are touch-friendly and Trustpilot reviews are prominently featured to reassure visitors. Personalized categories like “For Her,” “Love & Romance,” and “Condolence Flowers” show how the site is emotionally tuned.

Today’s homepage (2025) reflects the very best in modern e-commerce design: fast-loading, mobile-optimised, and emotionally compelling. The aesthetic is calm, with soft colour palettes and a focus on seasonal collections.

Each version shows more than just aesthetic changes. It’s a story of constant evolution — a commitment to making it easier, faster, and safer for our customers to send emotions across the world.

Euroflorist has always evolved with the times — not just to look modern, but to serve flower loving customers better, faster, and more securely.

 

More than 41 million bouquets later, the flower delivery service Euroflorist still remains a name synonymous with trust, innovation, and heartfelt connections. From manually handled and faxed flower orders in 1990 to seamless mobile shopping in 2025, the leaders of the flower delivery have come a long way. And they’re not done yet!

 

Learn more about Eflorist IE: About Eflorist