Manufacturers with D2C
Direct sales for manufacturers, cleanly linked to your ERP
We build and integrate D2C shops on Shopware so that stock, prices and orders are right, your dealers stay on board and your brand also shows up in AI answers.
- 30 minutes
- no pitch
- reply within one business day
Shopware Silver Partner and Google PartnerTeams in Mönchengladbach and Düsseldorf
Where D2C gets stuck for manufacturers
D2C rarely fails because of the shop itself. The hard parts are data, retail partners, legal duties and visibility.
Data in silos
When ERP, PIM, shop and CRM do not talk to each other, stock, prices and orders do not match. In a survey of 200 consumer goods manufacturers in Germany, Austria and Switzerland with at least 250 employees, 56% name integrating D2C into existing sales structures as a hurdle and 60% name data protection and compliance.
Tension with retail
Selling direct puts you next to your own dealers. In the same survey, 34% name conflicts over price and margin, 32% inconsistent pricing and promotion strategies and 31% disputes over customer data.
Accessibility is mandatory
Since 28 June 2025, Germany's Accessibility Strengthening Act (BFSG) applies to online shops that sell to consumers. The shop must be accessible even if the products themselves are not covered by the law.
Fewer clicks from search
For informational queries with an AI Overview, organic click-through rate fell by 61% according to Seer Interactive. The analysis covered 3,119 queries from 42 of the agency's clients, June 2024 to September 2025.
Source: Seer Interactive, November 2025
Legacy systems
Shopware 5 has had no official security updates since 31 July 2024. Commercial long-term support from third parties buys time but does not replace a migration.
What we build for manufacturers
Building blocks you can use on their own or together. Each one leads to the matching service page.
- Shopware commerceNew build or migration, for example from Shopware 5 or OXID to Shopware 6. B2C shop and dealer portal run on one platform. We are a Shopware Silver Partner.
- ERP integration & custom softwareInterfaces for stock, prices, orders and returns. Where standard plugins fall short, we build custom extensions.
- AI agents & automationFor example for maintaining product data, as support in customer service and in order and returns processes.
- GEO: visibility in AI searchStructured product data, content that AI systems can cite, and monitoring of your visibility.
- Accessibility (BFSG)Review and implementation in the shop, from the first automated test to fixes in theme and content.
How we work
Four steps, from the first conversation to ongoing operations.
- 01
Assessment
In the intro call we look at accessibility, the data flow between ERP and shop and your visibility in AI search. You learn where to start first.
- 02
Concept
We define the target architecture for shop, ERP and product data, plus clear rules for the retail channel: prices, promotions and customer data.
- 03
Implementation
We build in sprints, with fixed contacts on both sides.
- 04
Operations & development
Maintenance, updates and ongoing optimisation, so shop and interfaces stay right after go-live.
What this can look like
Three typical starting points for manufacturers with their own shop and retail sales.
Example scenario
Dealer portal next to the B2C shop
A housewares manufacturer selling through specialist retail adds a dealer portal to its B2C shop on the same Shopware instance. Prices and stock come from the ERP.
Example scenario
Migration with AI product copy
A food manufacturer moves from a legacy system to Shopware 6. An AI agent drafts product copy from the PIM data, and a person approves it.
Example scenario
Getting named in AI answers
An outdoor brand checks whether it is named in AI answers and improves its structured product data for that.
Example scenarios, not customer references.
Read more
All articlesFrequently asked questions
Your question isn't here? Ask us directly
Is our online shop covered by the BFSG?
Online shops that sell to consumers have generally been covered since 28 June 2025. The only exemption is for micro-enterprises that provide services: fewer than 10 employees and annual turnover or balance sheet total of at most €2 million. This is not legal advice.
How do we avoid conflicts with our dealers?
By involving your dealers instead of going around them: for example with a dealer portal, clear rules for prices and promotions and services both sides use. We agree on the rules that fit your sales setup together in the concept phase.
Which ERP systems do you connect?
We connect common ERP systems such as SAP, Microsoft Dynamics, Xentral or Sage to Shopware and sync stock, prices, orders and returns. For special cases we build custom interfaces.
We are still on Shopware 5. How urgent is the switch?
There have been no official security updates since 31 July 2024. Commercial security updates from third parties such as safefive buy time but do not replace a migration. We plan the switch including data migration and ERP integration.
What is GEO and why does it matter for manufacturers?
GEO (Generative Engine Optimization) aims to get your brand named in the answers of AI systems. Click-through rates drop sharply for queries with an AI Overview. According to Seer Interactive, brands cited there get more clicks. That is only a correlation, though.
Where does your manufacturer shop stand?
Tell us how shop, ERP and retail sales work together for you today. We will tell you, with no obligation, where to start on accessibility, data flow and AI visibility.
