Miniature Market levels up its ecommerce experience with Shopware
Key facts:
Shopware Plan
Company
Features
Technical features
Benefits of Shopware:
Seamless migration of massive data volumes
Migrated extensive product, customer, and order data from Magento 1 to Shopware 6 while maintaining full business continuity.
Freedom to customize complex business logic
Shopware’s open architecture enabled tailored solutions for pre-orders, loyalty programs, and advanced shipping rules.
Operational efficiency through automation
Flow Builder and Rule Builder empower the Miniature Market team to manage promotions, shipping, and customer rewards without coding.
Scalable infrastructure for global growth
Self-hosted on Upsun, the platform easily supports a significant volume of traffic and orders across international markets.
Collaborative success with strong partners
Delivered in partnership with solution25 and leading technology integrations for payments, logistics, and customer experience.
What next?
A Legendary Brand Ready for a New Era
Miniature Market has been a cornerstone of the tabletop gaming community for over twenty years. Known globally among Dungeons & Dragons and Warhammer enthusiasts, the company has built a loyal customer base that expects speed, reliability, and a vast selection of games, miniatures, and collectibles.
As one of the most recognized board game retailers in North America, Miniature Market needed a modern ecommerce foundation to match its growing international demand. After years on Magento 1, the site faced performance, extensibility, and maintenance limitations. The brand required a platform capable of handling a massive migration of customers, products, and orders without losing its identity or disrupting sales.
Why Shopware Was the Right Fit
Miniature Market’s business relies on custom experiences that make gaming personal, such as pre-orders for upcoming titles, loyalty programs, and time-sensitive promotions. Off-the-shelf SaaS platforms could not provide the flexibility required to preserve this level of personalization.
Shopware 6 offered the perfect balance: an open, customizable framework that supports complex business logic while remaining user-friendly for non-developers. With Flow Builder and Rule Builder, the Miniature Market team could automate tasks like shipping restrictions, reward points, and pre-order notifications without writing a single line of code.
“Miniature Market’s user flow is so specific,” said Noara Bilalli, Chief Project Officer at solution25. “The rule builder saves a lot of time, plus you don’t need code, which makes life a lot easier for the client.”
Saving a Stalled Migration
solution25, a Shopware Platinum Partner, took over the project in early 2024 after an initial migration attempt lost momentum. Their first mission was to stabilize the project and bring it live in time for Miniature Market’s 20th anniversary, a symbolic milestone for the beloved brand.
The team completed one of the most complex Magento migrations ever executed for a Shopware store, transferring products, customers, orders, reviews, gift cards, coupons, preorders, URLs, and loyalty points.
Beyond the data migration, solution25 implemented over 45 active plugins and custom-developed features that elevated the customer experience, including:
- Loyalty program and gift cards to encourage repeat business.
- Coupon management and price alerts for dynamic promotions.
- Content scheduling for blog posts and campaigns.
Additionally, solution25 helped build an advanced pre-order system that allows fans to reserve upcoming releases while managing payment capture, stock visibility, and delivery timing automatically through Flow Builder. Customers can track preorder status in real time, receive automated updates when items become available, and seamlessly combine preorders with in-stock purchases.
All of this was powered by Shopware’s open-source architecture, hosted on Upsun for reliability and scalability.
A Connected Ecosystem of Integrations
To support Miniature Market’s high order volume and multi-system workflow, the store integrates with an advanced tech stack:
- ERP: Deposco via Patchworks iPaaS for inventory synchronization and order flow automation
- Payments: The Braintree App, which was the first live project featuring the app developed by Shopware in conjunction with PayPal
- Customer Engagement: Klaviyo for marketing automation and Zendesk for support
Each integration was designed to reduce manual processes and improve operational transparency across the business.
A Seamless Go-Live and a Vision for the Future
The project launched successfully in September 2025 on Miniature Market’s 21st anniversary. It was a proud moment for both teams, marking not only a technical achievement but also a shared passion for gaming and digital commerce.
The new platform now handles heavy daily traffic and consistent order volumes across international markets, supported by a future-proof foundation ready for ongoing performance optimization, UX improvements, and new feature rollouts.
With Shopware’s flexibility and solution25’s technical expertise, Miniature Market now has the scalability and creative freedom to continue delighting players worldwide.
Features used in this case
Discover the power of innovative Shopware features - the core of our unique solution. Experience which of these features our customer has successfully used in their own case. Dive deeper into the details and use this inspiration for your own project.
Rule Builder
Define rules using conditions with the Rule Builder. Control pricing, shipping costs, promotions, and other logic.
Discover more about Rule Builder
Flow Builder
Automate business processes with the Flow Builder in one intuitive interface. Create workflows for tasks triggered by events without writing code.
Discover more about Flow Builder
Advanced Search
Deliver fast, reliable search powered by Elasticsearch. Help customers find products quickly, even in large catalogs.
