Aschl digitizes B2B commerce with Shopware 6

Aschl: Stainless Steel Excellence for Europe

Since 1994, Aschl has been a leading specialist in innovative stainless steel drainage and piping systems. With over 35,000 customers across Europe and an inventory of more than one million items, the company stands for technical perfection and long-lasting, practical solutions.

Its portfolio serves a wide range of industries – from the food sector to the wellness industry. Aschl focuses on tailored solutions that combine functionality with elegant design. By transitioning to Shopware 6, the company is consistently digitizing its sales processes to future-proof complex B2B requirements such as customer-specific pricing and efficient ERP workflows.

From B2B Online Shop to Scalable B2B Platform

Flexible Shopware System for new B2B Customer Experiences

Aschl had been using a Magento 1 shop for many years and was already well established in digital sales. With the planned relaunch, the next step was to create a modern online shop based on Shopware that meets current standards and optimally supports specific B2B requirements.

A key objective was to build a system that is mobile-optimized, flexibly extensible, and accessible – while also reflecting Aschl’s brand identity in a contemporary design.

The Challenge

Aschl faced the task of migrating its existing Magento 1 shop to a modern platform, with the goal of future-proofing its digital foundation while accurately reflecting the specific requirements of the stainless steel trade.

A central requirement was to create a system that reliably supports:

• Customer-specific pricing

• A comprehensive tax matrix

• Flexible delivery options

At the same time, the new shop needed to reflect the company’s DNA in its design and significantly improve usability – from clearly structured product pages to accessible features for all users.

The Solution with Shopware 6

For the relaunch, Aschl chose Shopware, a platform that meets the latest standards while offering the flexibility for tailored B2B customizations.

Together with the implementation partner, a customized solution was created that excels both functionally and visually. Shopware combines backend flexibility with a clearly structured and high-performance storefront.

To ensure the shop not only performs technically but also simplifies daily operations, several high-value features were implemented:

• Customer-specific pricing is directly displayed in the shop

• Comprehensive tax matrix supporting complex requirements

• Flexible delivery options with partial and complete shipment selection

• Wishlist and printable shopping cart as practical tools for B2B purchasing processes

A key success factor: seamless integrations. Through direct connections to ERP and other systems, orders, pricing logic, and accounting data flow smoothly–efficiently and without friction.

All data from the previous Magento shop was migrated, complemented by SEO redirects to maintain existing visibility. The result: a shop that delivers both technically and operationally.

The Result: B2B Commerce that Combines Performance and Brand

Aschl now operates a Shopware-based shop that unites brand identity, B2B functionality, and modern eCommerce standards in one solution. The new platform creates a consistent brand experience – from product search to order completion.

Features such as customer-specific pricing logic, flexible delivery options, and practical B2B tools (wishlist & printable cart) provide real added value throughout the entire customer journey.

Thanks to a well-structured setup, seamless integrations, and a comprehensive tax matrix, the shop is not only powerful but also efficient in day-to-day operations – ideal for managing orders easily and scaling sales processes.

The new shop stands out with clear navigation, high performance, and an accessible design that appeals to all users – a digital presence that reflects Aschl’s DNA in a modern and distinctive way.

Lessons Learned

The collaboration with Aschl demonstrates how an established B2B shop can be technically modernized while also being enhanced in terms of content and user experience.

With a clear strategy, a comprehensive tax matrix, and a tailored design, a shop was created that successfully combines brand identity, usability, and complex B2B processes.

Shopware provides the ideal foundation: flexibly extensible, accessible, and future-proof. MSTAGE ensures that technology, design, and integrations work seamlessly together – simplifying operations while enhancing the customer experience.

The result: a high-performance, independently manageable online shop that digitally conveys Aschl’s brand DNA and gives the company greater freedom for future eCommerce growth.

Aschl is digitizing its sales with Shopware – creating a system that precisely maps complex B2B processes, delivers strong performance, and offers business customers a clear and efficient purchasing experience.