This is a report on the development and implementation of the web shop “Urballa Ur”, a web application developed by nine students at Linköping university. The report illustrates the methodology and process with intention to answer the question “How can an online watch store be implemented to increase sales?”. During the process the agile method scrum has been used as a working method. A survey and a market plan was created and the results were used as a foundation for the backlog and implementation process. Additionally, a thorough theoretical study was conducted to found the report in academic research. The results of the study is discussed and the conclusion shows that, by creating a thorough backlog and a solid theoretical background, it is possible to develop a web shop with the requirements to answer the question.