From Shopware to Shopify Plus: Stable Performance with a 10x Revenue Increase

Modernization of Infrastructure & Strategic Re-platforming for the Traditional Company Reisenthel

+100% conversion rate after the relaunch.
10x revenue growth (2020 vs. 2025)
6 international markets centralized
0% Downtime during traffic peaks
Quellen: Reisenthel at MIT25 Guide: Platform Migration to Shopify
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„When thousands of people visited our site simultaneously, our Shopware store regularly crashed. As a result, we lost out on potential revenue. We tackled this issue with tante-e and migrated from Shopware to Shopify – and were able to improve our conversion rate by over 100 percent."

Torsten Dittmann

Head of E-Commerce

Project at a Glance

reisenthel x tante-e

Migration: Shopware 5 → Shopify Plus
Modernization of Infrastructure & System Landscape
B2B Store

Profile: Reisenthel

reisenthel is a traditional company for bags and luggage, founded in 1971, that has transformed itself into a digital lifestyle brand. With a product range of over 1,000 SKUs, the brand now serves six international core markets.

The starting position

Pain points:

reisenthel was in a growth phase, which increasingly pushed the existing system to its limits. High-reach influencer campaigns caused sudden traffic spikes that regularly overloaded the Shopware 5 infrastructure. At the same time, support for Shopware 5 was expiring, which would have meant security vulnerabilities in the medium term without migration.

Aspiration:

What was needed was a robust, scalable platform that would remain stable even with high visitor numbers and allow for international scaling. At the same time, the internal team was to gain full independence: content and adjustments should be possible in the future without external developers. The goal was a low-maintenance setup that grows with the brand.

Expectations for tante-e as an agency:

reisenthel expected clear advice on platform selection as well as a seamless migration without interrupting ongoing business operations. In the course of our collaboration, we also recommended and closely involved the PIM and ERP partner eyond to ensure clean data and product logic as a foundation for scalability. The international setup via Shopify Markets also needed to be structured and permanently robust.

The Strategy

reisenthel requirement
Aunt E's performance
reisenthel requirement

Robust shop platform & easy creation of landing pages

Aunt E's performance

Migration from Shopware 5 to Shopify Plus

reisenthel requirement

Takeover of existing A/B tests, maximum creative freedom & brand conformity

Aunt E's performance

Development of a custom Shopify theme

reisenthel requirement

Seamless integration of PIM and ERP

Aunt E's performance

Integration of eyond as a CMS and product data source

reisenthel requirement

Internationalization in six languages

Aunt E's performance

Setting up an international presence via Shopify Markets with a clear URL and market structure

reisenthel requirement

Operational independence for the internal team

Aunt E's performance

Modular theme structure for independent shop administration, supplemented by training and documentation

Project Phases

Insights into the Collaboration with Reisenthel

Workshop at reisenthel

Personal meeting & joint kick-off as a basis for a common understanding of the requirements and the existing infrastructure

Wireframing of the Shop Structure

Defining the shop structure and appearance based on optimal UX and reisenthel's design guidelines, including proactive consulting and the application of proven frameworks.

Developing the Theme Design

Developing various design styles based on the briefing and brand language guidelines. Fine-tuning the final design with feedback. Subsequent rollout to all pages in close collaboration with the brand.

Phase 01

Concept phase

Phase 02

Material phase

Phase 03

Design phase

Phase 04

Implementation

Phase 05

Launch

Requirements Analysis
Workshop on system landscape analysis; requirements from A/B tests, definition of storefront modules, alignment of CMS and shop data structure.
Tool stack
Definition of the tool stack based on requirements; selection of UX-optimizing apps and necessary integrations as a basis for the technical setup
Shop architecture analysis
Definition of sitemap, navigation, and logic for collections and product pages.
Roadmap
Migration plan including technical requirements, milestones, and Shopware 5 transition.
Preparing the shop material
Preparation of all content: product data, images, texts, as well as design guidelines and storefront references under the guidance of tante-e.
Styling & CI
Definition of design principles based on the brand guidelines: colors, typography, and look & feel for clear brand presentation.
Wireframing
Definition of the framework for central funnel pages: clear structure and UX with a focus on conversion and brand management.
Custom Theme Design
Custom Shopify theme based on wireframes: combining UX best practices, A/B test learnings, and brand identity with a focus on targeted modernization.
System Integration
Integration of the new system landscape for the relaunch: Utilizing Shopify metafields for dynamic product data, coordinated with eyond (PIM/CMS) for clean data structures
Programming
Implementation of the Figma design into a high-performance Shopify theme with a modular, flexible architecture for easy extensions
Data Migration
Seamless customer transition through migration of order data via Matrixify, coupons via apps & GDPR-compliant setting of new passwords
Testing & QA
Comprehensive testing phase before launch: Testing of functions, integrations, and display for a stable go-live
Onboarding
Onboarding & Documentation for the Team: independent maintenance of shop, campaigns, products, categories, and storefront without external dependencies
Growth Retainer
Further Development in Growth Retainer: Focus on Page Speed, Cart Gamification, Klaviyo Integration, and B2B Shop
01 Concept phase
Requirements Analysis
Workshop on system landscape analysis; requirements from A/B tests, definition of storefront modules, alignment of CMS and shop data structure.
Tool stack
Definition of the tool stack based on requirements; selection of UX-optimizing apps and necessary integrations as a basis for the technical setup
Shop architecture analysis
Definition of sitemap, navigation, and logic for collections and product pages.
Roadmap
Migration plan including technical requirements, milestones, and Shopware 5 transition.
02 Material phase
Preparing the shop material
Preparation of all content: product data, images, texts, as well as design guidelines and storefront references under the guidance of tante-e.
03 Design phase
Styling & CI
Definition of design principles based on the brand guidelines: colors, typography, and look & feel for clear brand presentation.
Wireframing
Definition of the framework for central funnel pages: clear structure and UX with a focus on conversion and brand management.
Custom Theme Design
Custom Shopify theme based on wireframes: combining UX best practices, A/B test learnings, and brand identity with a focus on targeted modernization.
04 Implementation
System Integration
Integration of the new system landscape for the relaunch: Utilizing Shopify metafields for dynamic product data, coordinated with eyond (PIM/CMS) for clean data structures
Programming
Implementation of the Figma design into a high-performance Shopify theme with a modular, flexible architecture for easy extensions
Data Migration
Seamless customer transition through migration of order data via Matrixify, coupons via apps & GDPR-compliant setting of new passwords
Testing & QA
Comprehensive testing phase before launch: Testing of functions, integrations, and display for a stable go-live
05 Launch
Onboarding
Onboarding & Documentation for the Team: independent maintenance of shop, campaigns, products, categories, and storefront without external dependencies
Growth Retainer
Further Development in Growth Retainer: Focus on Page Speed, Cart Gamification, Klaviyo Integration, and B2B Shop

Implementation and Features

01

Custom Theme Design

The tante-e team developed a custom theme that perfectly reflects reisenthel's brand identity and optimally showcases the products through high-quality imagery and videos.

02

Efficient Content Management

Thanks to the new setup, reisenthel can easily integrate an external CMS. Metafields and metaobjects allow for automated and highly flexible input of product descriptions, among other things.

03

Optimized Product Presentation

A two-stage colour and size selection, as well as individual product pages with their own URLs for colour variants, enable an SEO-optimised and intuitive presentation of the extensive product range.

04

International Scaling

With Shopify Markets, reisenthel serves six core European markets (DE, EN, NL, FR, ES, IT) from a central instance.

01

Members

reisenthel uses Memberr as a loyalty and gamification tool to retain customers long-term through points and exclusive member benefits.

02

Shopify Translate & Adapt

reisenthel uses Shopify Translate & Adapt to offer its shop in multiple languages. The app integrates seamlessly with Shopify Markets and enables efficient translation management via CSV bulk import for the entire product range. This allows reisenthel to operate up to six language versions without technical overhead.

03

Reviews.io

With Reviews.io, reisenthel collects and displays product reviews directly on its product pages. The tool also supports multilingual review output, ensuring that reviews appear in the respective market language. This way, reisenthel consistently strengthens its social proof across all international markets.

04

Klaviyo

reisenthel uses Klaviyo for email marketing and retention, from automated flows to targeted campaigns for various customer segments. Additionally, custom events, such as an "Add to Cart" trigger, have been implemented to enable more precise tracking directly from the shop.

05

Gorgias

reisenthel uses Gorgias as its central customer service tool to manage inquiries from various channels in a bundled manner. This allows reisenthel to reduce its support volume and enables the team to provide faster, more consistent responses.

06

Selecty

With Selecty, reisenthel controls the geolocation pop-up that automatically redirects visitors to the appropriate market and language when they enter the shop. The market is determined by IP recognition and browser language, with the option for manual adjustment. This protects reisenthel from incorrect market assignments and noticeably improves the international user experience.

07

Shopify Flow

reisenthel uses Shopify Flow to automate recurring processes in its shop without development effort. This reduces manual tasks, notifies internal teams specifically, and improves the customer experience through faster, automated processes.

08

Accessibility Assistant

To meet the legal requirements of the Accessibility Strengthening Act (BFSG), reisenthel uses the Accessibility Assistant. The tool helps optimize the shop according to WCAG 2.1 AA and supports the implementation of alt texts, keyboard navigation, and contrast requirements.

09

Cookiebot by Usercentrics

reisenthel uses Cookiebot to obtain and manage user consent for cookies in a GDPR-compliant manner. The tool automatically blocks third-party scripts until explicit consent is given and can be linked with tools like Klaviyo and Google Analytics.

01

Conversion Optimization in the Cart

Gamification (progress bars for free gifts or shipping) and market-specific cross-sells effectively increase the average order value. A redesign of the Cart Drawer ensures that the checkout process functions reliably even with long product titles and discount codes.

02

B2B Integration

For business customers, a dedicated B2B area with its own login interface has been implemented. Functions such as specific price groups, bulk order logic, and pre-orders directly map the complex requirements of wholesale within Shopify.

03

Password protection

With an individual password page, reisenthel can specifically block the shop for exclusive promotional periods such as Black Friday. This allows early access campaigns to be controlled in a market- and segment-specific manner.

04

Individual Newsletter Signup

A fully configurable newsletter signup module replaces standard solutions: segment filtering, individual disclaimer texts per form instance, and the option to hide the module on specific URLs give reisenthel maximum control over lead generation.

05

Intelligent Contact Form Routing

Incoming contact requests are automatically assigned individual subject lines, which then route them internally to the respective responsible teams. This happens without manual effort and with clear accountability from the start.

06

Optimized loading times

Targeted page speed optimizations ensure fast loading times throughout the shop, directly impacting conversion rates, SEO ranking, and the perceived brand experience.

07

Checkout Extension: Delivery Date Validation

A native Checkout Extension validates delivery data and shipping groups in real-time directly before the purchase is completed. Customers thus always see the correct delivery information, both in the checkout and in the order confirmation.

08

Intelligent Delivery and Inventory Logic

To ensure clear communication, the shop displays future delivery dates directly. A complex "Delivery Groups" logic in the shopping cart also ensures that available items can be shipped immediately, while later deliveries are automatically grouped.

Laptop mit geöffneter Reisenthel Carrybag-Produktseite, Featureliste, Farbvarianten-Auswahl und Warenkorb-Button Laptopdisplay mit reisenhel Webshopmenü für Einkaufskörbe, Shopper und Highlight-Produkte

The results

Over 100% increase in conversion rate due to optimized stability and loading times.

100% operational autonomy for the team in maintaining products, landing pages, and campaigns

The migration to Shopify Plus with tante-e transformed reisenthel's unstable infrastructure into a high-performance e-commerce platform. Especially during Black Friday promotions, the system consistently proves its resilience, handling massive traffic peaks (1,000 orders per hour) without any downtime.

Reisenthel decided to establish a continuous collaboration with tante-e and with us as an extended e-commerce team to further develop their international business and B2B sales.

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