Upgrade shop.segger.com to Shopware 6
SEGGER manufactures its hardware products, such as the J-Trace, at its Monheim location and ships them globally. The only exception is for customers in the USA, who are supplied directly from the company’s Boston area office. Orders for hardware and software components, including those placed through the SEGGER online store, are processed in the in-house ERP system and shipped via UPS.
To replace the outdated online shop, which was based on Shopware 5 and no longer met current technological and business requirements, a new B2B shop was developed using Shopware 6.5. While retaining the previous layout, the existing data was successfully migrated, and the new shop was launched on schedule before the end-of-life for Shopware 5 at https://shop.segger.com. After launch, the shop was enrolled in our Continuous Upgrading Program.
Project duration | 2024 |
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Project Highlights
Layout Retention
Since a simultaneous content and technical relaunch of the main website (www.segger.com) was underway but not yet completed, the shop’s layout remained unchanged. The existing Shopware theme was also compatible with Shopware 6, which significantly reduced the time needed to develop the new shop.
Deployment Pipeline and E2E Testing
The SEGGER shop is fully supported by a Continuous Integration pipeline. All code changes are automatically tested, and code quality is continuously monitored. New releases and updates are deployed automatically, ensuring high operational reliability. Additionally, end-to-end (E2E) tests continuously monitor the shop’s functionality, ensuring smooth order processing at all times.
Checkout Process Optimization
SEGGER’s B2B shop primarily offers high-value products, leading to high average order values. Therefore, a smooth checkout process is essential. If an order is not completed, SEGGER’s sales team is notified, allowing them to follow up with potential customers and assist with completing the purchase.
B2B Focus
As the shop caters exclusively to B2B customers, functionality for B2C customers was disabled. Legacy data from Shopware 5 was adjusted, as the previous system did not strictly separate B2B and B2C customers.
UTM Tracking and Matomo Integration
To support online business growth, both our UTM Tracking extension and integration with Matomo were implemented. These systems provide comprehensive customer behavior analytics, allowing SEGGER to access key metrics even if one system is not available.
Shipping Costs and Minimum Order Surcharge
Shipping costs are determined by the destination country and shipping method. The multi-dimensional price matrix was created using rules in the Shopware backend. For orders below a certain value, a minimum order surcharge applies. In checkout, anonymous customers can view shipping costs by selecting the destination country and shipping method, while registered customers automatically see the shipping costs based on their delivery address.
Product Comparison
Given the minimal technical differences between SEGGER’s products, a product comparison feature based on Shopware’s product properties was integrated. This helps customers in their decision-making process, reducing sales inquiries and minimizing potential returns.
VAT Validation
For international orders within the EU, VAT identification numbers (VAT ID) are automatically validated through the official EU-API. This ensures that tax-free orders are only accepted with a valid VAT ID. The validation results are recorded in Shopware and can be exported for internal documentation purposes.
Excel Price Data Import to Shopware
A custom-developed module enables the import of price data from the ERP system. Special focus was placed on managing support extensions, which are integrated into the product variants in Shopware.
Redirects for Editors
An extension allows editors to set up redirects directly within the Shopware backend without requiring technical configuration on the web server. A statistics feature provides insights into redirect usage and highlights additional beneficial redirects.
Monitoring & Performance
To ensure global availability, the shop’s performance is monitored from multiple locations worldwide. Continuous E2E tests validate the shop’s functionality, ensuring that orders can be placed without interruption.
Continuous Upgrading
By enrolling the online shop in the Continuous Upgrading Program provided by Marketing Factory, the webshop undergoes continuous technological updates, allowing SEGGER to focus entirely on the content and strategic development of the shop.
Continuous Upgrading
SEGGER participates in the Continuous Upgrading Program by Marketing Factory. Automated testing and update processes run in the background without disrupting ongoing operations. Regular updates are provided regarding changes, and the existing documentation and manual are kept up to date.