Krannich Group scales global B2B commerce with Shopware 6

The Challenge

Krannich Group’s digital commerce ecosystem had grown as quickly as its global footprint. With 35 subsidiaries, expanding product lines, and a customer base of more than 25,000 companies plus 12,000 sub-accounts, the team needed a platform that could handle real operational complexity without slowing business down.

To support its rapid growth, Krannich began looking for opportunities to streamline everyday tasks. Price handling was a key area, with nearly 60 million customer-specific prices that needed to be delivered quickly and at scale. A modern, intuitive buying experience was also essential. They also saw the potential to offer installers an even smoother buying experience, with faster navigation, clearer product data and a checkout that fits the way professionals work.

Krannich set out to rebuild its B2B commerce foundation to match the scale of its global operations: one platform, one core architecture, capable of supporting 8 sales channels, 11 languages, high traffic, and constant growth.

Why Shopware

Krannich evaluated how different ecommerce systems would handle their volume, the complexity of their B2B relationships, and the technical depth required. Shopware 6 stood out for its flexibility, performance, and openness – crucial for a business that relies on highly individual pricing, permission models, and efficient repeat ordering.

The team needed a platform they could shape around their processes rather than one that forced their processes to fit its constraints. Shopware’s API-first architecture, native B2B capabilities, and ability to support large multi-channel setups made it the most future-ready foundation for the global shop.

Trusted partner elio brought extensive experience in advanced B2B logic on Shopware, making their ability to design highly performant custom features a decisive factor.

The Solution

Krannich’s new platform is built on Shopware 6, using its flexible architecture and native B2B tools to bring all markets into one consistent system. Our rule-based pricing, permissions, multi-channel structure, and product data model give Krannich the control they need to run global B2B operations in a clear and predictable way.

The UX and UI were redesigned within Shopware’s Shopping Experiences to give installers a faster and more intuitive path through the shop. Navigation is faster, product data is clearer, and the entire interface is optimized for the way installers build projects.

Our partner elio added several focussed extensions that build directly on Shopware’s open ecosystem. These additions fit directly into Shopware’s out-of-the-box capabilities:

• B2B Switch-Cart
  Using Shopware’s cart and sales channel setup, buyers can keep multiple carts open, save and edit project configurations, and even connect external configurators. For installers working on several projects at once, this is a game changer.
• Price Calculation Matrix
  Shopware’s pricing and rule system calculates and returns around sixty million customer-specific prices in real time, ensuring accuracy even under heavy load.
• Product Specific Promotions
  Shopware’s promotion tools allow customer-specific and product-specific offers to appear with clear strike-through prices and visual indicators in listings and product detail pages.
• Customer Product Export
  Built on Shopware’s data model and permissions, customers can export the full product catalog with their individual prices while sensitive data remains protected.
• Dynamic live queries
  Shopware’s API-first design enables real-time updates during checkout, including delivery dates, shipping costs and insurance fees.

These capabilities sit alongside Shopware’s native B2B Components like employee management and order lists, creating an environment tailored for complex, high-frequency B2B purchasing.

The Results

Shopware 6 now provides the foundation for a system that stays responsive even with more than 20 page requests per second and roughly 500 orders per day. Its architecture and B2B capabilities keep performance stable and make future enhancements straightforward.

Krannich’s customers now benefit from a faster, cleaner, and more flexible buying experience. Internal teams gain a unified system that reduces complexity across all subsidiaries.

With Shopware 6 in place, Krannich has a scalable platform that supports its global growth while giving every buyer an experience that feels tailored to their needs.