Paul Wiegand

Digital B2B transformation with modular architecture: Paul Wiegand establishes internationally scalable e-commerce setup with SHOPMACHER

About Paul Wiegand

The challenge

In addition, there were different ERP instances for different countries and customer groups, which made a standardized data structure and cross-channel automation practically impossible. The central task was therefore to develop a modern, modular IT architecture that enabled both centralized data storage and flexible adaptation to different market requirements – while remaining scalable and future-proof.

Clear Prioritization and Focus on Key Business Processes

Nekom forms the backbone of the system architecture and, as the central middleware, manages product data, customer master data, order processes and webshop documents. Thanks to the deliberately chosen architecture design, remarkable synergies between the store and middleware were achieved in several areas and central functions were implemented particularly efficiently – such as a client structure with several users per company account or the central management of technical documents such as PDF invoices. By bundling these processes in the middleware, the store remains deliberately lean and low-maintenance – without complex individual developments.

In addition, further functions were implemented with the help of Nekom and BigCommerce:

• Individual shipping rules: Shipping methods such as DHL Express can be automatically discounted or activated for each customer, depending on the order value. The technical restrictions were circumvented by manually creating all variants and controlling them via Nekom logic.
• Shopping cart mirroring in the list view: Customers can see directly which products they have already placed in the shopping cart – including quantity display. This function was added via a specially developed interface.
• Warehouse logic with zero stock: Products can always be ordered, even if they are out of stock according to the system inventory. The actual stock status is transmitted via a custom field and displayed in the store depending on the context (“available on request”).
• Registration: New customers first go through an approval process in Nekom before they are granted access to the shop. The user data is only restored after approval. When a registration request is sent, an e-mail is automatically sent to the shop management.
• B2B functions: Quick order lists, individual price calculations incl. graduated prices, EDI and OCI connection, location management and much more

In order to be able to react with maximum flexibility to customer-specific requirements in the checkout, the Shopmacher also implemented a self-developed and hosted checkout solution. Among other things, this architectural decision enables extended address processing and individual adjustments – tailored precisely to the customer’s business processes – and integrates seamlessly into the overall system with BigCommerce.

The Shopmacher have also solved the challenge of dealing with a large number of customer-specific prices. A separate API was developed here that accesses the ERP system directly. The pricing logic is orchestrated via the Amazon service IDABS – including intelligent caching to reduce the system load.

The project was launched in mid-2024. One year later, three stores are already live: Spain as MVP, Hydracraft as own brand and the main store Paul Wiegand.de in seven languages. Further subshops for France and the Netherlands are set to follow by 2025. Thanks to the modularity, specific market requirements could be addressed – such as different ERP backends, different shipping logics or country-specific price scales. The use of translation tools enabled flexible content maintenance.

Result

“Shopmacher didn’t just build us a new shop, they helped us to rethink our business model from a technical perspective,” praises Sebastian Ruhl, Head of Sales & Marketing at Paul Wiegand. “This combination of technical expertise and creative drive was a real game changer for us.”

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