BlueAlly scales B2B sales with Shopware’s flexible architecture

How Shopware helped BlueAlly unlock new opportunities

BlueAlly is a large-scale distributor of IT hardware and services, serving both self-service and sales-led customers. With a product catalog in the millions and hundreds of branded sub stores, their legacy systems were becoming increasingly difficult to manage.

Their Magento Open Source implementation had grown brittle. Customizations required to support their business logic created long development cycles and high maintenance overhead. With Magento’s future direction in question, BlueAlly began searching for a platform that could scale flexibly and deliver faster outcomes.

The Challenge: Flexibility, Scale, and Speed

BlueAlly needed a modern ecommerce solution that could:

• Support a large catalog and dozens of distinct sales channels

• Allow quick launches of custom sub stores or portals

• Empower their internal development team to collaborate on projects

• Offer strong B2B capabilities like custom catalogs, punchout, and sales-assisted flows

They also needed a partner they could trust, both in terms of technology and team culture.

The Solution: Shopware’s Open Architecture and B2B Tools

With guidance from their long-time partner, Bemeir, BlueAlly evaluated the Shopware 6 Beyond Edition. The platform’s API-first, PHP/Symphony-based architecture gave BlueAlly’s in-house team a fast learning curve. With native B2B features and a flexible multi-channel setup, Shopware quickly proved its value in both demos and live environments.

To help prove the platform’s potential, Bemeir and Shopware collaborated on a custom proof-of-concept that demonstrated:

• Custom catalogs across multiple sales channels

• Scalable infrastructure with Kubernetes on AWS

• Integration readiness with NetSuite and other backend systems

Following the POC, BlueAlly executives met with Shopware’s US and global teams at Shopware’s Shoptoberfest event. The partnership momentum, paired with clear technical viability, sealed the deal.

Shopware’s Role in Enabling Enterprise Growth

The impact of Shopware was felt almost immediately.

With their first custom sales channel launched in under 6 weeks, BlueAlly was able to win a major enterprise client by showcasing a tailored portal, which would have taken far longer on their legacy platform. This rapid success proved that Shopware was more than a cost of doing business: it was a growth tool that empowered their sales team with unique offerings.

The Results: New Revenue, Better Processes, and Stronger Teams

• $500K–$1M client deal closed via custom Shopware-powered portal

• 200+ sub stores planned on a single backend instance

• Custom integrations built for NetSuite and payment tools

• In-house team ramped up quickly, collaborating across POCs, certifications, and live deployments

• Fast time-to-market: First portal launched in ~30–45 days

Highlights of the rollout process included: 

Flexible Catalog Management and Personalization. Shopware’s sales channel system allows different product data, pricing, and layouts per client — supporting tailored portals and complex B2B workflows.

Developer-Friendly Framework and Fast Ramp-Up. Built on Symphony with well-documented APIs, Shopware enabled BlueAlly’s internal team to quickly onboard, pursue certifications, and collaborate directly on development.

Robust ERP and Infrastructure Integration. Direct NetSuite integration and Kubernetes-based hosting on AWS give BlueAlly control over performance, scalability, and system interoperability.

Strong Platform Support and Strategic Partnership. With joint proof of concept planning, load testing, and ongoing success support from Shopware, Bemeir, and Solution 25, the implementation reflects a highly collaborative partner ecosystem.

Why BlueAlly and Bemeir Chose Shopware

Bemeir had been tracking Shopware since 2019 and saw its API-first roadmap as a natural fit for complex B2B clients. But it was the relationship and responsiveness that solidified the recommendation.

Shopware supported Bemeir and BlueAlly across:

• Sales & strategy (joint proof of concept development and stakeholder presentations)

• Infrastructure testing (including a high-scale load test with over 1 million SKUs)

• Post-sale onboarding and documentation support

“Shopware has enabled us to bring our clients a scalable, flexible platform backed by a team. It feels like we’re all on the same side.” — Maier Bianchi, Founder & CEO, Bemeir

What’s Next

With the migration from Magento underway, BlueAlly plans to expand its use of Shopware for:

• Additional B2B sales portals

• A modernized central marketplace

• Streamlined microsite launches

• Deeper NetSuite automation and punchout capabilities

The Shopware platform has already proven its ability to win new business, and now it’s being adopted across the organization as a central piece of BlueAlly’s digital growth strategy.