Shops that grow, load fast, and don’t need to be reinvented every season.
We build and optimise online shops for brands, manufacturers and merchants who actually want to grow revenue — with clear architecture, clean product data, technical SEO, an optimised checkout, ERP/PIM integrations and targeted AI workflows. No plugin tower that turns every update into a crisis.
- Shop architecture · performance · technical SEO · conversion
- ERP, PIM, CRM, payment and shipping integrations built properly
- Direct with the founder · based in Krefeld · NRW, DACH & EU
Why e-commerce brands and merchants work with p24.co.
Online shops rarely fail because of "not enough traffic". They fail because of unclear architecture, poor performance, dirty product data, a checkout that collapses under its own complexity, and integrations that were never really finished. p24.co works on the honest level: we build or rebuild the shop so it is fast on 4G, ranks cleanly, talks reliably with ERP/PIM/CRM, has a checkout that converts — and applies AI where it actually saves work, not as a marketing label.
Who we typically work with.
Our sweet spot is owner-led brands, manufacturers and merchants with 1–50 people in the DACH market that want serious growth — typically with six- to eight-figure shop revenue, several layers of assortment depth, and an ERP system in the background.
D2C brands and manufacturers with their own shop
Brands selling their own products directly, not dependent on marketplaces. Demanding branding, focused assortment per product, high expectations for detail, photography and story quality, clear margin maths per order.
Specialist merchants with deep catalogues
Specialist retailers with hundreds to tens of thousands of SKUs, variants, technical attributes and real advisory work. Here, product data quality, filter/category architecture and honest stock logic decide whether searches turn into orders.
B2B shops and hybrids
Manufacturers and wholesalers that need a serious B2B shop alongside field sales: customer-specific pricing, discount groups, order lists, re-orders, quote requests, ERP-driven availability. Often in parallel with a classic B2C presence.
International shops in DACH and the EU
Brands and merchants selling across multiple languages, currencies and tax regimes with local payment methods and shipping carriers. Focus: clean localisation, hreflang, EU shipping, OSS, correct VAT and a consistent brand voice.
Typical bottlenecks in e-commerce — and the levers we use.
We see these six symptoms in nearly every first conversation with shops that want to grow. For each one there is a measurable solution path we deliver in weeks, not quarters.
The shop is slow — especially on mobile and in category pages
LCP above 3.5s on 4G, huge hero images, dozens of third-party scripts, layout shifts in product lists. We analyse real field data (CrUX, RUM), reduce JavaScript, cut images properly, set up caching and edge delivery correctly, and bring Core Web Vitals into the green range demonstrably.
Product data is dirty, incomplete or scattered
Missing attributes, generic descriptions, inconsistent images, dimensions hidden in free text. We build an honest product data structure (PIM integration or a lean PIM substitute), clear required fields, a clean photo workflow and an editorial process so each product page actually serves the search intent.
Category and product pages are SEO-dead
Duplicate H1s, empty filter URLs, broken pagination, no schema, thin content. We set up category architecture, filter and variant logic, internal linking and structured data (Product, Offer, AggregateRating, BreadcrumbList) properly — and configure indexing rules per page type explicitly instead of leaving them to a plugin.
Checkout loses orders that were already in the cart
Too many fields, distracting steps, no visible trust signals, missing payment methods, poor error messages. We reduce fields, surface shipping and return information, integrate the right payment methods (Klarna, PayPal, Apple Pay, SEPA, invoice), and measure drop-off per step — then fix it.
ERP/CRM/shipping don’t talk cleanly to the shop
Wrong stock, duplicate orders, late status emails, manual returns. We build reliable integrations (ERP such as Xentral, JTL, Sage, Microsoft Dynamics; shipping such as DHL, DPD, GLS, Sendcloud, Shipcloud; payment such as Stripe, Mollie, Adyen) with clear contracts, idempotency and monitoring — not hand-soldered webhooks.
Marketing and content operations are chaotic
Product texts, landing pages, newsletters and campaigns live in five different tools, with no consistency. We build a clear content operation: maintainable CMS sections, landing pages for campaigns, AI-supported first drafts for product copy and descriptions (with human editing), clean UTM discipline and honest reporting.
Scope for e-commerce.
You can book individual building blocks — performance audit, technical SEO, checkout optimisation, ERP/PIM integration — or a coordinated stack for a rebuild or fundamental rework. Platform recommendations come after discovery, not by reflex.
Shop architecture and platform/stack decision
We evaluate platform options honestly against your reality: Shopify (Basic/Plus, Headless), Shopware 6, WooCommerce/WordPress, Commerce-Layer/medusajs or custom Next.js + headless commerce. Decision criteria: assortment complexity, B2B needs, internationalisation, tax/shipping logic, ERP reality, team skills, total cost of ownership.
Product data, catalogue quality and content operations
Data model (category, product, variant, attributes, bundles, sets), required fields, editorial workflow, PIM integration (Akeneo, Pimcore, Plytix) or lean alternatives. Image pipelines, alt-text, units, localisation. Editorial process for copy, including AI-supported first drafts with human editing.
Speed, Core Web Vitals and technical SEO
Audit of real performance (CrUX, RUM, Lighthouse), image pipelines (AVIF/WebP, responsive), edge caching, code splitting, third-party script diet. Clean URL structure, canonical URLs, hreflang, robots/sitemap rules, JSON-LD for Product/Offer/AggregateRating/BreadcrumbList, indexing rules per page type.
Category and product page structure
Architecture for category, sub-category, brand, use case and promo. Filter and variant logic with correct URLs, robust pagination and sorting patterns. Product pages with a clear hierarchy: image, variant, price, availability, shipping, trust, details, cross- and up-sell, reviews, FAQ.
Checkout, conversion and trust
A reduced checkout (ideally single-page or clearly three-step), the right payment methods (Klarna, PayPal, Apple/Google Pay, SEPA, card, invoice), visible shipping and return information, honest delivery times, trust signals (reviews, seals, guarantees). A/B testing where volume justifies it — otherwise clean heuristic-driven tuning.
ERP, API, payment, shipping, PIM and CRM integrations
Reliable integration with Xentral, JTL-Wawi, Sage, Microsoft Dynamics, SAP Business One; shipping via Sendcloud/Shipcloud/DHL/DPD/GLS; payment via Stripe, Mollie, Adyen, Klarna; PIM (Akeneo, Pimcore, Plytix); CRM/email (HubSpot, Klaviyo, Brevo, ActiveCampaign). With idempotency, retries, proper error handling and monitoring — not "works most of the time".
Analytics, tracking and honest reporting
Clean consent management, GA4 (or Matomo/Umami as a privacy-friendly alternative), server-side tracking where useful, clear conversion and funnel definitions. Reporting at business level (revenue, margin, repeat purchase, CAC, AOV, top categories), not vanity charts.
AI for catalogue, content, support and workflow automation
AI where it actually saves work: first drafts for product copy from attributes, automatic alt-texts and image descriptions, translation with managed glossaries, classification and tagging, internal-linking suggestions, first-line customer support replies with human handover, anomaly alerts (price, stock, conversion). Always with an audit trail and a human in the loop.
Marketing and landing page tracks
Campaign landing pages using the same design system as the shop, with clean conversion architecture and proper tracking. SEO landing pages for assortment themes, seasonality and local searches. Newsletter and lifecycle flows via Klaviyo/Brevo, cleanly wired into shop and CRM.
From discovery to first measurable impact — structured and in weeks.
Whether this is a rework of an existing shop or a complete rebuild: each phase ships a visible output and hands cleanly to the next.
- 01
Discovery, audit and platform decision
Week 1–2We assess your reality honestly: revenue, margins, assortment, ERP, shipping, payment, team. Performance, SEO, data and checkout audit of the current solution. Platform and architecture recommendation with clear reasoning — including total cost of ownership.
output → Audit report · architecture & platform recommendation - 02
Data & catalogue plan
Week 2–3Data model for categories, products, variants, attributes, bundles. Required fields, photo and editorial workflow, PIM integration (or substitute). Migration plan for existing product data, including cleanup. Which AI workflows ship first is locked in here.
output → Data model · migration & editorial plan - 03
Design system, category, product and checkout design
Week 2–5Design system for shop, category, product and checkout pages. Consistent tokens, components for filters, variants, price/shipping info, cross- and up-sell. Checkout designed for real conversion, not awards.
output → Design system · key pages · checkout design - 04
Build, integrations and automation
Week 3–10Implementation: shop, category/product/checkout flow, CMS surfaces for campaigns, localisation. ERP, PIM, shipping, payment and CRM integrations with idempotency and monitoring. AI workflows for copy, translation, classification and first-line support replies.
output → Build · integrations · AI workflows live - 05
QA, launch and SEO migration
Week 10–12Performance load and mobile tests, end-to-end checkout, tax and shipping scenarios, GDPR compliance, indexing and redirect plan. Go-live with a clean handover from the old solution, no SEO or conversion dip.
output → Launch checklist · redirect map · tracking plan - 06
Growth, optimisation and operations
From week 12First 90 days: measurable improvement in Core Web Vitals, conversion and margin KPIs. Backlog for category and product SEO, lifecycle marketing, more AI workflows, B2B extensions. Monthly business-level reporting — no vanity charts.
output → Growth backlog · reporting · operations routine
What a good e-commerce shop actually looks like.
A good shop is not measured by design awards. It is measured by a few honest KPIs: performance on real devices, technical SEO hygiene, conversion stability and maintainability across seasons.
Fast on real devices over real mobile networks
LCP under 2.5s, INP under 200ms, CLS under 0.1 — measured in field data, not just in the lab. Images in AVIF/WebP, no script sprawl, edge caching for static content, sensible pre-rendering or ISR where it pays off.
Clean technical SEO and controlled indexing
Clear URL structure, canonical URLs, hreflang, per-page-type indexing rules made explicit, robust pagination, JSON-LD for Product/Offer/AggregateRating/BreadcrumbList. Filter URLs are deliberately managed, not indexed by accident.
Product data that serves search intent
Every product page has attributes, dimensions, materials, what’s included, care, comparison and FAQ — not "lorem ipsum for SEO". Images consistent, alt-text in place, variants understandable, availability honest.
A checkout that converts stably and honestly
Reduced fields, clear shipping and return information, the right payment methods, honest delivery times, visible trust signals. Drop-off per step is measured and improved deliberately.
Integrations are reliable, not "works most of the time"
ERP, PIM, CRM, payment and shipping integrations with idempotency, retries, proper error handling, monitoring and alerts. Stock, orders and status emails are correct.
Maintainable — without an agency retainer
Assortment, product copy, categories, landing pages and images can be maintained by your team without asking us for every change. We leave a compact guide and stay available for bigger work — without a mandatory retainer.
Direct with the founder from Krefeld — reliable, technically honest, no plugin tower.
p24.co is run by Dimitri Kronich from Krefeld, Germany. You talk directly to the person who plans, builds and integrates — no account layer, no offshore subcontractors, no two-week response times. We prefer a few well-understood building blocks over a stack of half-fitting plugins that turn every update into a crisis.
- 01Direct with the founder — binding answers, short paths, technical honesty.
- 02Platform recommendation from your reality — Shopify, Shopware, WooCommerce, headless or custom.
- 03ERP, PIM, payment and shipping integrations with monitoring — not "works most of the time".
- 04Clean GDPR delivery, EU hosting, honest tracking setup.
- 05Communication in German, English and Russian — including multilingual brand and merchant teams.
Common questions from e-commerce projects.
Which platform do you recommend — Shopify, Shopware or something custom?
There is no universal answer. Shopify (including headless with Hydrogen/Next.js) shines when operational overhead must stay small and the product is clear. Shopware 6 plays its strengths in complex DACH assortments, multi-warehouse logic, B2B scenarios and close ERP integration. WooCommerce can fit when you already run a strong WordPress setup and the assortment is manageable. Custom headless is justified only with very specific workflows or high volume. We recommend after discovery, not by reflex.
We are migrating from an old platform. How do you avoid SEO and revenue dips?
With an explicit redirect plan (URL by URL, not a regex on the webserver), preserved critical URLs, a migration plan for product data and reviews, a parallel staging environment, performance and indexing pre-work, and a go-live outside the peak season. Plus tight monitoring for the first two weeks after launch.
What does a serious e-commerce project cost at p24.co?
A performance and SEO rework of an existing shop typically lands in the low to mid five-figure range (EUR), depending on depth. A full rebuild (architecture, design, ERP and PIM integration, localisation) is accordingly higher. We define the exact scope transparently after discovery — no mandatory retainer, no hidden follow-up cost.
How do you handle product data and PIM if we don’t have a PIM?
We assess honestly: some shops are fine with lean data discipline in the shop backend; others need a real PIM (Akeneo, Pimcore, Plytix). We recommend a tier that fits the assortment — not "go big just in case". When a PIM is introduced, we define the data model, required fields, editorial workflow and synchronisation with shop and ERP clearly.
We have an ERP (e.g. Xentral or JTL). How clean will the integration be?
We build the integration with explicit contracts (what syncs, in which direction, at what frequency), idempotency, retries, proper error handling and monitoring. Stock, orders, customers, prices and status updates are explicit, not implicit. Where standard connectors are good enough, we use them — where they’re not, we build lean middleware instead of a plugin pile.
How do you use AI for product copy — mass content or quality?
AI generates first drafts from attributes, dimensions, materials and source content — not hallucinated marketing prose. The final pass stays human, with a defined glossary, tone and mandatory fields (dimensions, what’s included, care). Translations also run AI-supported with a glossary and human review. Result: consistent, search-intent-aligned product copy without the mass-content look.
What about B2B requirements (customer pricing, order lists, invoice payment)?
B2B cases are covered depending on complexity by Shopware 6, Shopify Plus B2B, Adobe Commerce or custom headless. Typical building blocks: customer-specific price groups, discount tiers, order lists, re-orders, quote requests, account-based payment methods (invoice, prepayment, SEPA), ERP-driven availability. B2B alongside B2C in one system is feasible — when the data structure is clean.
How much can you realistically improve in a first sprint?
A focused first sprint (4–6 weeks) usually delivers: noticeably better Core Web Vitals, cleaned-up category and product SEO, a clearer checkout with less friction, an honest tracking baseline and a clean redirect/indexing plan. Bigger moves (platform switch, new PIM, new ERP contract) are multi-sprint projects and are planned accordingly.
Related services and topics
Let’s talk about growth, performance or reworking your shop.
Tell us briefly whether this is about a performance and SEO rework, a rebuild on Shopify/Shopware/headless, an ERP or PIM integration, or focused conversion work — and where the bottleneck currently hurts. You get an honest read directly from the founder, with no sales layer and no miracle promises.