From 1.16 BillionReactive Logs A Day To Proactive Insight: Storio Group And Dynatrace

How do you protect millions in revenue during your busiest hour of the year when your entire business depends on digital performance?

At Perform 2026, I caught up with Alex Hibbitt, Engineering Director responsible for the customer platform at Storio Group, to unpack what happens when observability moves from an engineering afterthought to a board-level priority. Storio Group was formed from the merger of Photobox and Albelli, bringing together multiple brands and five separate e-commerce platforms into one unified customer journey. That consolidation created opportunity, but it also exposed risk, especially during peak trading from Black Friday through Black Sunday and into the Christmas rush.

Alex shared what it really looks like when downtime is non-negotiable. At peak, Storio’s platform can generate up to 1.5 million euros per hour. A single poorly timed incident is not simply a technical problem, it is a direct threat to revenue and customer trust. Before partnering with Dynatrace, the team was relying heavily on centralized logging, processing over a billion log lines a day and depending on engineers to manually interpret signals. It was reactive, labor intensive, and left too much to chance.

What stood out for me was how cultural change led the transformation. Rather than imposing a new tool from the top down, Alex and his team built a maturity model engineers could relate to, created internal champions, and framed observability as risk management and business protection. The result was a reported 65 to 70 percent reduction in log costs, a 50 percent drop in mean time to detect overall, and up to 90 percent improvement for the most severe incidents.

We also explored how unifying logs, metrics, and traces into a single AI-driven platform helped Storio move from reactive firefighting to proactive detection. During one Black Sunday alone, three major issues were identified early enough to avoid an estimated 4.5 million euros in potential impact.

This conversation goes beyond tooling. It is about protecting customer experience, safeguarding revenue during peak demand, and building an engineering culture that embraces change. If your organization is wrestling with cloud costs, fragmented monitoring, or the pressure to deliver flawless digital performance under load, there are some powerful lessons here.

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