eCommerce Landscape
We compare eCommerce vendors for you at this point. We strongly orient ourselves on the German eCommerce Landscape, which we published in September 2020. This will give you a good initial overview of the diverse current German-language landscape.

To see the eCommerce landscape in full size, click here.

For more information on eCommerce, click here.

Based on some selected criteria you can sort according to your requirements. The selection of criteria varies from time to time.

All information in the table has been verified by the providers. To get more information about the providers, continue reading below or click on the provider in the table..


To other vendor comparisons:

The eCommerce vendor comparison

Anbieter eCommerce ToolFokus auf B2B oder B2COpen Source oder Proprietäre LösungDirekte Integration mit CRM-SystemenDirekte Integration mit E-Mail-Marketing-SystemenApp-Store vorhandenWo liegt die CloudAuch als Marktplatz/ Handelsplattform zu nutzenBestellfunktion für den Kunden auch über eine App
OptimizelyBeidesPOSKunde kann entscheiden
webadorB2CPOSin EU
nopCommerceB2BOpen Sourcekeine Cloud
ecoplanBeidesOpen Sourcein DE
Sana CommerceB2B und B2CPOSKunde kann entscheiden
CloudCartBeidesSaaSin der EU
OroCommerceB2BOpen SourceKunde kann entscheiden
itmXB2BPOSBasiert auf den Anwendungsfall des Kunden
plentymarketsB2COS = plentySHOP
POS = plentymarkets

eCommerce News

News matching the eCommerce vendor comparison

More information on the individual providers:


    • Integrated CRM products: with API
    • Integrated email marketing systems: MailChimp and Zapier
    • With API it is possible to use the tool also as a marketplace or trading platform




    • itmX crm suite is fully integrated (itmX sales, itmX service, itmX marketing incl. marketing automation)
    • The solution is fully integrated with SAP ERP and runs on a web server
  • Responsive design and optimized for use on desktop PC, tablet and phone. Additional offline availability for B2B with itmX product catalog. itmX product catalog is an offline capable product catalog for modern product presentation and order entry. Additional support for sales staff in visit planning, execution and follow-up.
  • The solution is available for the scenarios B2B, B2C, B2R and B2B2C.

More information can be found here:

or here:



    • Integrated CRM products: Cursor, Gedys Intraware, Salesforce, Sage and Cobra
    • Integrated email marketing systems: CleverReach, Inxmail, Rapidmail and Mailchimp


    • POS is based on the .net framework
    • Integrated CRM products: Salesforce, Microsoft, HubSpot, Marketo and transparent open interface
    • Integrated email marketing systems: Episerver Campaign, Salesforce, HubSpot, Marketo, Acoustic, Sendgrid and transparent open API


  • Themed apps:
    • Analytics & Customer Intelligence
    • Content Management
    • Customer Engagement
    • Data Feeds & Integrations
    • Digital Asset Management
    • ERP & CRM
    • Language & Translation
    • Marketing Automation
    • Payments, Faud and Tax
    • Product Information Management
    • SEO and Size Optimization
    • Site Management & Utilities
    • Templates & Blocks

Sana Commerce

    • Direct integration with SAP and Microsoft Dynamics ERP systems possible (out-of-the-box)
    • Integrated email marketing systems: Mailchimp and Dotmailer
  • Ca. 50 apps with the main topics: Languages, Content, PIM and Shipping


  • OroCommerce

    • Integrated CRM products: A full enterprise CRM is already included in the OroCommerce product (OroCRM). However, it is also possible to connect any desired CRM by means of open API.
    • Integrated email marketing systems: Through the CRM functionalities, email campaigns are possible directly in OroCommerce. However, you can also connect other systems. Standard interfaces are available, for example, to Mailchimp or dotdigital.
    • App store (Marketplace) with over 100 apps, v. a. integrations and extensions
    • .


    • Integrated CRM product: Greyhound
    • Integrated email marketing systems: sendinblue, mailchimp, simplyletter
  • App store with over 200 apps focusing on the topics:
    • Marketplaces
    • Fullfillment
    • Payment
    • Marketing
    • Legal & Finance
    • Shop extensions
    • Webshops
    • WaWis & ERP’s
    • Reporting & Analytics

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General informations about eCommerce

eCommerce, a second pillar besides the point of sale!

eCommerce and online marketing have become even more important through COVID. No matter whether in the business-to-business or business-to-consumer – area. Those who have not yet dared to take the step into the digital world, or are still cautiously advancing, are offered help through simple, effective measures and tools.

The first important steps to eCommerce are always:

Defining the target audience and goals

The very most important question – whether online or offline: “Who is my target audience?”  Specifically directed to eCommerce, this means: is the target group even reachable online? Is it interested in an eShop at all? Can you reach different target groups online than before with your products and services?

Other important questions are:

a)What are suitable products and/or services?

b)How can one market these successfully (incl. search engine optimization)?

c)Which tools are optimally suited for this purpose ?

d)And of course: test, test, test (again and again).

Product and/or service

Which products or which services are suitable to present digitally? How must the product line or service be adapted so that digital can be used? How do you present the goods/services online? What internal and external processes are necessary for this?

Assortment and products

How large is the online assortment? In the beginning, you certainly start with a part. E.g. start with 20 products or a handful of services – and then successively expand or enlarge. Think Big, Start Small!

Online, all important offer and product details must be available. Customers expect all questions about the product to be answered. Complete product information also makes it easier for customers to find the right product. And the most important questions about the product or service are covered by the Frequently Asked Questions (FAQ) function.

Online pure or multichannel?

A strategic question is: Do you do an online-only store without having a comparable offering in-store? Or do you complement or extend your store offering with the online offerings?

Depending on your future goals, business model and target audience, this is a good decision to make and implement.


Offering the right payment methods is also very important. The buyer must feel secure. Therefore, it would also be important to attach, for example, one of several “Trust Badge” to bring across the seriousness and maintain the confidence of the customer to the.


With online payment there are many variants: PayPal, credit card, invoice and some more. Again, depending on the target group, different procedures or methods should be selected. It rarely has to be all available on the market.


Logistics and shipping

The topic of shipping and logistics is unfortunately very often underestimated. Which suppliers do you work with? How do you keep products in stock? How do you control your warehouses? Simplified there are times 3 classical solutions:

a)100% own warehouse

b)X% own warehouse +y% supplier warehouse

c)0% own warehouse + 100% supplier warehouse

All variants make sense depending on the circumstances. The important thing is that there are few dependencies and that you do not face a wave of costs in the long term.

When sending the goods, it must be clarified which packaging, postage, delivery costs, etc. are calculated. Are these charged separately to the customer? Or are these included in the product price?

Are there minimum order values? What are the payment and delivery terms in general? How are promotions deviated from to achieve a higher response?

“The American Dream”

As part of the advertising budget, another question needs to be addressed: Do you want to offer and ship worldwide, national or regional (example: Click& Collect, delivery service). If “only” digital services are offered, worldwide is not a problem. If goods must be shipped or are carried out by staff services at or on the customer, the matter looks different.


Generally, the tip is: It is better to start regionally, because the advertising budget for worldwide and also national advertising is usually used up quickly and the company has no more air to breathe.

Therefore, everyone should ask themselves the general question: Does the corner store also have to ship their tea to New York and pay high shipping costs for it?

Key figures and controlling

Key figures are absolutely necessary for controlling the build-up and growth. In addition to newsletter signups and visitors, conversion to buying customers is likewise an important metric in eCommerce.

Of course, classic CRM metrics (RFMR) are elementary: How often does the customer buy in a year? How long does the customer relationship last? How many one-time customers are there who have not ordered for 6 months? And so on

Good thing needs because: Until an online store is successful, it takes time


Many companies are now considering taking the necessary step of digitization. But this does not change the fact: your (potential) customers must first learn and understand that there is now an online store from you. Communicate with the customer and bring them closer with every channel that you are now to be found in the digital world.

This means testing as much and as often as possible! And just do not blow the advertising budget too quickly. But again and again advertise, then serve the reactions, make sales and then again from the beginning. The learning loop, an important tip to conclude.


In consulting and in our lectures, we find again and again. There is too little investment in target group definition. The goals are fuzzy and too early the customer is confronted with an unfinished store. It is better to build up small and fine, slowly. The organization, i.e. your employees, must be empowered to tackle this new field. To do this, you should set up an experimental lab model, including a culture of error.

We have over 30 years of eCommerce experience. We know the levers and adjusting screws, of the above parameters.

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