FC Union Berlin: New fan shop with innovative jersey configurator

Thanks to the Shopify relaunch, FC Union Berlin offers its fans a modernized, personalized, and seamless shopping experience. The new shop features an optimized design and extensive customization options that will delight every Union fan.

Zwei Spieler im roten Adidas Union Berlin Trikot mit BERLIN Schriftzug und Fernsehturm Silhouette

Thanks to its new online shop and innovative jersey configurator, FC Union Berlin is setting new e-commerce standards for football fans.

To the shop

  • The initial situation

    FC Union Berlin, one of Germany's most traditional football clubs, enjoys a passionate and loyal fan base. However, the existing online shop was outdated and no longer met the requirements of modern e-commerce standards. It lacked the intuitive features and attractive presentation needed to optimally represent FC Union Berlin as a brand digitally.

  • The challenge

    The main goal was to create an online shop that not only visually embodies the club but also meets the needs of its fans. Particularly important was the integration of a jersey configurator, allowing fans to customize their jerseys. Furthermore, the shop had to offer a seamless user experience and function smoothly on both mobile and desktop devices.
  • Drei Smartphone-Bildschirme mit Union Berlin Heimtrikot Rot-Weiß, Auswärtstrikot Schwarz und Shopseite Saison 24/25

  • The solution approach

    To overcome these challenges, FC Union Berlin turned to tante-e, one of the leading Shopify Plus agencies in German-speaking countries. Together, they developed a strategy to modernize the store from the ground up and delight fans with new, innovative features.

The implementation

Unique custom design
The tante-e team optimized FC Union Berlin's predefined design for implementation with Shopify. The result was a shop with a customized, unique look that precisely captures the club's emotions and passion.

Integration of the jersey configurator
A special highlight is the new jersey configurator. Fans can customize their jerseys to their liking by choosing between various printing options, adding custom text, and even integrating competition logos. Thanks to the live preview, the customizations can be viewed directly in the browser.

Intuitive handling in the backend
The jersey configurator is implemented through the intelligent interplay of metafields and metaobjects. It can be easily added and customized as a block on the product page in the Theme Editor. The intelligent integration of the returns portal 8returns also reduces the administrative burden for employees by automatically excluding personalized jerseys from exchange.

Optimized shop structure and navigation:
The tante-e team designed the store structure according to proven e-commerce best practices. Intuitive filter and sorting options on the category pages allow fans to quickly find the products they're looking for. Mobile optimization ensures the store offers an excellent user experience on all devices.

Integration of high-quality visual content:
Professional photoshoots and a carefully selected selection of images are effectively integrated into the storefront. The Shopify store showcases FC Union Berlin fan merchandise in an authentic and vibrant way.

Shopify POS integration
Thanks to Shopify POS, the new online store is seamlessly connected to the physical fan shops, allowing employees to manage inventory and sales in a consistent manner.

The implementation

01

Unique custom design

The tante-e team optimized FC Union Berlin's predefined design for implementation with Shopify. The result was a shop with a customized, unique look that precisely captures the club's emotions and passion.

02

Integration of the jersey configurator

A special highlight is the new jersey configurator. Fans can customize their jerseys to their liking by choosing between various printing options, adding custom text, and even integrating competition logos. Thanks to the live preview, the customizations can be viewed directly in the browser.

03

Intuitive handling in the backend

The jersey configurator is implemented through the intelligent interplay of metafields and metaobjects. It can be easily added and customized as a block on the product page in the Theme Editor. The intelligent integration of the returns portal 8returns also reduces the administrative burden for employees by automatically excluding personalized jerseys from exchange.

04

Optimized shop structure and navigation:

The tante-e team designed the store structure according to proven e-commerce best practices. Intuitive filter and sorting options on the category pages allow fans to quickly find the products they're looking for. Mobile optimization ensures the store offers an excellent user experience on all devices.

05

Integration of high-quality visual content:

Professional photoshoots and a carefully selected selection of images are effectively integrated into the storefront. The Shopify store showcases FC Union Berlin fan merchandise in an authentic and vibrant way.

06

Shopify POS integration

Thanks to Shopify POS, the new online store is seamlessly connected to the physical fan shops, allowing employees to manage inventory and sales in a consistent manner.
Zwei Smartphonescreens Trikotpersonalisierung für 1 FC Union Berlin Ausweichtrikot und Warenkorbübersicht mit Flock Nummer und Logo Drei Smartphone-Bildschirme mit Union Berlin Heimtrikot Rot-Weiß, Auswärtstrikot Schwarz und Shopseite Saison 24/25 Mobile Ansichten dreier Union Berlin Onlineshopseiten Trikotpersonalisierung Kategorieseite Herren und Stadionstein Produktdetailseite

The results

FC Union Berlin's new online shop delights fans with its modern and user-friendly design. They can now easily and intuitively find and fully customize their favorite products. Thanks to Shopify's ease of use, employees can also flexibly manage the shop and add new collections without having to rely on external service providers.

Lessons Learned

The collaboration between FC Union Berlin and tante-e demonstrates the extent to which a customized design with individual features is possible with Shopify. The new store not only offers a seamless customer experience but also enables the club to effectively present its brand digitally and engage fans in a new way.

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