Back in June 2024 I wrote a little post called Ten Thousand Carts. Itsy was still in its testing phase, a handful of brave travel businesses were putting real bookings through it, and seeing that five-digit number felt like proof that I was on the right path.

Well, the counter just rolled over again. Over 100.000 carts have now been initiated in Itsy, and with a total of 3.5 Billion ISK in turnover so far, the ball is really rolling at Itsy HQ!

I'll be honest, I had to look at those numbers a couple of times before it sank in.

From ten to one hundred

A quick look back at how we got here:

• June 2024 – 10.000 carts, still in the testing phase
• October 2024 – Launching the thing, on my 50th birthday
• November 2024 – 20.000 carts, one month after launch
• November 2026 – 100.000 carts

The first ten thousand took the whole testing period. The last eighty thousand came in the two years since launch. That curve is the thing that makes me smile the most.

What is a cart, anyway?

Every cart is an end customer on a travel agency's website who picked a trip, chose their dates and travellers, and started a booking. Not every cart turns into a booking – some are just people dreaming about their next holiday, and that's perfectly fine – but every single one of them started its journey in Itsy.
One hundred thousand times, someone sat down and started planning a trip. That's a lot of dream vacations!

Not just about the numbers

When I hit ten thousand, Itsy was a promising tool with a small group of early adopters. Today it's the booking system that established travel agencies rely on every day, with Visitor and VERDI Travel, two of the largest agencies in Iceland, choosing Itsy as their platform.

The platform itself has grown up a lot along the way. Universal inventory, dynamic trips, the rates engine, booking channels and proper group handling across the whole system are all things that came directly from working closely with my clients and listening to what slows them down. The goal hasn't changed since day one: make travel agency software a pleasure to use.

Thank you

To every travel agency using Itsy, and to all the agents who log in every morning and put up with my questions and feature ideas: thank you. Your feedback is the reason the booking flow works the way it does, and your trust is the reason this number keeps going up.

And to the hundred thousand people who started planning a trip through Itsy – I hope you had a wonderful time.

What's next?

Next up is connecting Itsy to the outside world, so agencies can pull external hotel, flight and activity inventory straight into their trips. More on that soon.

Next stop: One million carts. I'll let you know when we get there.
... and if you run a travel agency and want to see what all the fuss is about, book a 15-minute demo and I'll show you around myself!