Ruess Group

Your Shopware agency for successful e‑commerce projects

As a Shopware agency, we will develop effective shop concepts for you, and advise you on standard and add-on functions to optimise the user experience and, in particular, sales processes. The Shopware open source e-commerce platform has a steadily growing user base and features a flexible, easy-to-use interface as well as management-friendly solutions. Are you interested in finding out more about the advantages and disadvantages of Shopware and whether it is suitable for your company? We can offer you personalised advice! And we have summarised the most important aspects for you here.

Your conatct

What is Shopware?

Finding a suitable e-commerce platform is more difficult than you may think. First of all, you have to define your goals and look at available options. An agency can support you here. But the process takes time. Once the issues are clear, you can prepare or search for the most capable provider to suit your business strategy.

Before we look at the pros and cons of Shopware, let’s take a look at the history of the platform. Shopware dates back to 2004 and has its origins in Germany. It was founded by two brothers, a developer and a designer, Stefan and Sebastian Hamann. Their goal was to give every Shopware merchant the opportunity to create as distinctive a look & feel as possible.

Although much has changed over the years, the core of the platform has remained the same. Shopware is (to date) a perfect blend of technology and design, just like its founding brothers.

Although it is older than other similar platforms, it only recently became known beyond German and European borders. Nonetheless, more and more large companies are now choosing to create an online shop with Shopware. As an experienced Shopware agency, let us tell you why.

Shopware Website

The most well-known Shopware functions

We are talking about functions that usually persuade merchants to switch from other platforms to Shopware – based on our extensive agency experience. They could also be listed as advantages, but not all merchants want or need the same functions, do they? The following functions stand out in particular:

Customer streams

With the help of filters, users can be divided into categories. Users receive different content depending on their interests and their previous internet behaviour. Customer streams can be configured to show relevant content to the customer.

Product streams

Product streams – you can select items and manually link them to the main product. Product streams appear in important positions in your shop, such as the footer of your product page. These are category pages or product detail pages. This function has an automatic update option.

Drag & drop methods

You can edit the page, title and content using drag & drop. With this function, you can create standard e-commerce pages as well as pages aimed at increasing sales. You can move different components, such as products, banners and media.

Shopping Worlds

With this function, you can easily create impressive landing pages, product presentations and marketing campaigns – all on your own. Shopping Worlds help you capture your customers’ attention and draw them into compelling stories that end in a purchase – on any display or device.

Numerous Shopware extensions

The extension library is divided into categories that offer different functions. The extensions are intended to give merchants the opportunity to supplement Shopware’s standard functions. All installed extensions are easily managed via the extension manager.

Training and courses

Shopware guidelines, resources and training options are designed to help you get quickly started with the platform, refresh your knowledge in a particular area or simply train you for a new extension. Some Shopware tutorials offer certificates for completed sessions.

Shopware community

One of Shopware’s key advantages is its active, supportive community. Customers and developers help each other by sharing information and answering questions in forums and articles.

Integrated ERP solution

You can use Pickware in some paid Shopware tariffs. Pickware is an ERP solution that enables the connection between the POS system and warehouse management, which can be very helpful as your business grows.

Multiple shops

Shopware offers the option to manage multiple shops at the same time. Each shop can provide a customised experience based on product streams that respond to customer shopping behaviour. All you need to do is create product groups. When a potential shopper selects a specific filter, a personalised product stream will be displayed.

Stored Shopware master data

Shopware, as an e-commerce platform, stores all the information about your business that you provide to the system. All the information collected about a shop is called Shopware master data. This usually includes addresses, phone numbers, e-mails and other information that you have entered into the Shopware registration form.


Shopware’s self-administration mode can automate many mundane tasks that need to be performed on an e-commerce website. If you are a small shop merchant, this option will greatly simplify the management and maintenance of your business.

25+ different languages

Shopware is built to be multilingual. This function allows you to select different languages and display the currency of the respective language for all products in your online shop. This allows you to enter new markets with a page that is adapted to the language and currency of the respective country.

Shopware benefits that are valued the most

If we had to define Shopware, we would say that it is an open source e-commerce platform that focuses on stimulating the customer experience.

When we talk about the latest version (Shopware 6), we are dealing with an online shop platform that offers an ever-growing user base, a flexible and easy-to-use interface, and admin-friendly solutions where complexity is not necessary – also for B2B.

Let’s go through the 10 most important advantages of Shopware:

01. It is very, very easy to use!

When you say Shopware, we hear “ease of use”. Let's start with the control panel – clear, simple and intuitive. A menu that can be understood spontaneously, excellent organisation of the selected functions.

Shopware allows its users to define and optimise sales flows with different configurations, BUT without having to write a single line of code.

And yes, it’s true what they say – you don't need a web designer or web developer to create your first online shop – even we admit that as an agency.

02. It can be cloud-based!

You can use Shopware as a cloud-based solution or as a self-hosted platform. Running your shop in the cloud has its advantages. First of all, you benefit from a high level of security and availability. You can manage your shop from anywhere and all hosting, updates and maintenance are managed by Shopware.

03. Flexible, yet not at all complicated!

Shopware 6 was developed with e-commerce in mind – where flexibility and adaptability are fundamental for a market that evolves daily. The best part is that flexibility doesn’t come at the expense of complexity. So, if you want to have a small e-commerce shop at first, but then change your mind and expand your business to the big brand platform, Shopware is the best choice for you.

04. Made for scaling!

As we mentioned earlier, this platform is made for growth. Let’s assume that over time, your small Shopware online shop will evolve into a large, well-known e-store. You expect its functions, capacities and options to grow as well. And they will. No gimmicks.

05. Customer-oriented!

Actually, the main idea behind Shopware was the perfect customer experience – at all times. If you ask us, there’s no shame in always putting usability first. Satisfied customers are how your business can take off in the blink of an eye, and Shopware can easily follow that pace.

These days, user-friendliness is vital to ensuring better positioning on Google and increasing the time users spend on the page (which significantly increases the likelihood of a purchase).

06. SEO-friendly!

Yes, an e-commerce website that runs like a clock is nice, but are we on the first page of search engine results? Indeed, we could be. Shopware attaches great importance to optimisation for search engines, because we know that better organic visibility for your shop is decisive. Starting with URLs and metas, landing pages and optimised product descriptions, the built-in SEO tools with fine-tuned settings will support you in handling it all on your own.

07. Self-admin is possible!

Hosting your Shopware shop yourself gives you the opportunity to take control of your traffic and get a better idea of who your potential customers are. However, if you want to get comfortable with programming or web hosting in general, you’ll need to find a provider that can provide the hosting you need.

08. Speak Omnichannel!

Shopware is designed to serve as a hub for all retail activity, regardless of channel. So, with the Shopware e-commerce platform, you can reach customers on multiple levels through Omnichannel. True to the maxim: “Sell where your customers are”.

09. Combine commerce and content!

This CMS, called Shopping Experiences, consists of predefined blocks that offer endless combinations of texts, images, commerce components and videos. Each block is responsive by default, and you can easily customise it to suit the sales channel.

10. It offers open source tools!

Shopware offers open source tools that allow you to create a professional online shop yourself. With Shopware, you can start your e-commerce business project – without investing in licences and development tools that you might only use for a season.

The disadvantages

In addition to the advantages outlined above, there are also some disadvantages to consider.

These should, however, be seen more as limitations:

  • Some Shopware plans can be very expensive. Consider your annual budget before deciding on a plan. If you plan to expand your offering, this investment is to be expected, but if this is not the case, you need to prepare for this scenario as well.
  • The free version of this platform offers only basic features or functions (i.e. no additional support channel and no CMS extensions).
  • Premium plug-ins are charged extra. Not surprising, is it? According to Shopware, there are more than 3,500 free and paid plug-ins to choose from.
  • Poor accessibility of social media features in the shop system in a free Shopware tariff. But if you find you really need them, social media customisations can be purchased additionally.
  • Shopware is beginner-friendly, yes, but IT support is required. However, as an agency we will be happy to support you here!

The 10 best Shopware extensions

Shopware – an eCommerce platform that is versatile, intuitive and designed to manage thousands of products – has a large number of merchants who choose to customise their online shop with extensions.

You can select from a wide range of extensions to transform a standard  e-commerce website into something very powerful and adaptable to all business needs.

  • Custom Template Manager: A code editor for templates that extends the current storefront or document.
  • Migration Assistant: Establishes a connection between a data source and Shopware, guiding you sequentially through the migration process.
  • Mailchimp: Helps you create compelling e-mail campaigns and personalised product recommendations, track and measure business ROI, segment customers and more.
  • Soundcloud: Gives you the ability to offer multiple shipping methods and automatically connects to all major shipping companies. You can automate delivery, pick-up orders, send tracking notifications and automate the returns process.
  • Magento Migration Profile: When switching from Magento to Shopware, you can easily migrate your shop data with this plugin.
  • Stripe: For accepting payments from mobile devices. This also includes all debit and credit cards in over 135 currencies, Apple Pay for Web, Google Pay and other local payment methods.
  • CleverReach®: An e-mail marketing tool that enables simple, fast and direct communication with your customers.
  • SEO Professional: A solution that combines various SEO settings/optimisations in just one plug-in.
  • Security: Contains all the necessary functions to protect against security breaches and to secure your online shop.
  • Shopware Markets: Connects your online shop with the eBay and Amazon marketplaces – transferring data, processes and information.

Why is Shopware so popular?

Shopware doesn’t have to be expensive, and it offers simple and intuitive solutions for every step of your merchant journey.

From the Shopware roadmap, it’s clear that Shopware updates never stop. Every day, people are working on improving Shopware. At the heart of Shopware is a large open source community, which means there is always something new and exciting to discover. There are many reasons why Shopware is becoming increasingly popular every year, and here are just a few of them:

  • Reaching customers via Omnichannel
  • First-class shopping experiences thanks to high degree of customisability
  • CMS enhances the performance of the online shop
  • Strong security features that can be complemented with some great free security extensions
  • Support for multiple languages and currencies
  • Extensions cover organic and paid marketing solutions
  • Ability to automate daily tasks

Is Shopware suitable for my business?

It’s hard to know if Shopware is right for your business if you don't know what questions to ask.

Here are the most important ones:

  • Do you need low operating costs?
  • Would you appreciate advanced administrative controls and autonomy in creating and publishing products and related content?
  • Are you looking for a self-hosted solution?
  • Are you a retailer looking to implement your own technology roadmap?
  • Are you interested in constantly increasing the speed of your website and reducing the bounce rate?
  • Do you dream of fully functional administrative and technical support?
  • Do you want to stay in touch with your customers and build long-term relationships?

If you answered YES to more than 5 of these questions, you’re ready for Shopware.

In conclusion

Shopware is a great platform to start your online shop – whether you’re a large, medium or small business.

With this platform, your website will perform wonderfully, as you have a variety of topics and functions at your disposal. Marketing extensions provide the opportunity to promote products and attract new customers. So yes, you can say that Shopware is a fully customisable platform. With Shopware, you can increase customer loyalty and sales with minimal investment.

You don’t need to be afraid that by choosing Shopware you’ll be making the wrong decision and set your business back. On the contrary, you can only benefit. If you use all the possibilities and flexibility of this platform properly, you’ll see your business grow, and combining it with strategic marketing advice can only mean one thing for you – growth.

Your goal isn’t just to sell products.

The biggest challenge is to attract and retain customers and, most importantly, to justify the trust they place in you. Your focus should be solely on the customer. One thing is for sure – Shopware has caused a stir in the industry and is in no way inferior to the competition. As a Shopware agency, we will be happy to support you as a partner with our expertise.

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