Case Study

February 03, 2020

How Sport2000 fills the MACH idea with life

Sports advice at eye level – that is the mission of Sport2000, with over 3,500 stores in 22 member countries one of the leading European trade cooperations under the umbrella of the ANWR Group. The aim is not only to offer customers across Europe access to exclusive brands and the latest trends in the areas of bike, fitness, lifestyle, running, outdoor and skiing, but also to create a unique shopping experience through advice from enthusiastic athletes and with the support of innovative technologies to sell all customers the products that are perfectly tailored to their needs.


Shop system

MACH principle



Sales 2021


The association group wanted to completely reposition itself online and, within a very short time, set up a fully comprehensive online business system that could compete with best-practice benchmarks from the industry, offer customers real added value, and reflect the expertise of brick-and-mortar retailers across diverse platforms. At the same time, the aim was to offer specialist retailers a simple way of participating in the platform without great effort.

Source: 2022


The requirements were complex with regard to the integration of stationary retailers with their large number of more or less advice-intensive products from various sports and were hardly possible with common standard shop systems or only with complex individual developments. The association therefore decided on a MACH stack that combines various best-of-breed solutions.

Given the project requirements, the choice fell on an approach based on MACH principles: microservices-based, API-first, cloud-native SaaS and headless . This allows best-of-breed approaches to be used for every task in the process chain of the online shop. In addition, the tech stack is flexible and can be expanded and expanded quickly, the dependency on individual software providers is low, maintenance costs are reduced and the quality of the tools used is as high as possible.

Sport2000 e-commerce manager Tim Wiese quickly became enthusiastic about the idea. “I know how sluggish the monoliths are,” he says. “On the other hand, I also knew that connecting various modules to one another would lead to a large number of interfaces and, as a result, to problems as well.” However, the advantage of being able to act quickly and flexibly in the future and to be able to quickly get new ideas on the road ultimately outweighed the negative.

One of the major challenges in the project was preparing the data for hundreds of thousands of products, which are made available by various manufacturers in the most varied of structures and qualities, in such a way that they can be used in the shop. And this is where the advantages of being able to combine different best-of-breed approaches in a cloud-based manner become apparent. The first station to take the data is the P2C platform Productsup. There, the data is automatically sorted and cleaned using various rule values, so that in the end they are all available in the same structure and quality. The article data then flows into the cloud-based PIM Akeneo. There they are also automatically cleaned, categorized, merged, enriched with images and refined using various rules. From a certain degree of refinement, the data goes automatically and API-based via AWS into the underlying shop software commercetools. “Throughout the entire process, we can ensure that we have really clean item data in commercetools according to the highest quality standards,” explains Shopmacher CTO Manuel Ludvigsen-Diekmann. “And everything works fully automatically only according to rules”.

The link between the article data and the prices and stocks from the ERP system of the Sport2000 dealers is solved via a cloud-based tool developed by Shopmacher, which acts as a central interface. As soon as the salable products are available in commercetools, they are automatically forwarded to the cloud-based search engine Algolia. “This is a very powerful tool that offers users very fast and very smart search options in the frontend,” explains Ludvigsen-Diekmann. “For example, retailers can decide which attributes are searchable or how filters should be evaluated. In addition, Algolia can also learn and automatically suggest products.”

All data arriving in Algolia can automatically be used in Frontastic, which Sport2000 uses as a frontend-as-a-service solution to visualize the shop. In order to be able to generate dynamic content in addition to the static content that is orchestrated via Frontastic, Shopmacher also installed the headless CMS graphCMS, which the Sport2000 team uses to maintain the entire blog area, for example. Texts that are needed for the frontend flow interface-based in Frontastic and also in Algolia. Thus, this content is also visible for the shop search.

If users register in the shop and order products, the data goes the other way around in the cloud. They are recorded in commercetools and then automatically distributed to downstream backend systems such as CRM or ERP via the Shopmacher data distribution tool. The payment service provider Adyen and e-mail marketing also work cloud-based. “Basically, we’re running a fairly large round of processes with six to eight different tools,” says Ludvigsen-Diekmann. “And each tool is not a jack of all trades, but has a single task that it handles particularly well, and thus brings its benefits to bear. That’s the best-of-breed idea that focuses on one goal: to really radiate quality to the front.”


The hope that a best-of-breed approach to shop development could bring speed to the streets has been fulfilled. A stable and scalable framework for the new online presence was set up in a project period of just six months. In the coming months it will be a question of using this framework to make the group’s USP visible on the web. The concern about interface problems, which caused project manager Tim Wiese a bit of a headache at the beginning, turned out to be largely unfounded. Instead, the basis was laid to meet the online competition at least on an equal footing. Hardly anyone currently has a more modern tech stack on the market.





B2C online shop for sporting goods




Performance modules:

  • Consulting system architecture
  • Technical conception & requirements management
  • Implementation frontend and backend
  • Technical support and expansion since launch


  • Shop software: commercetools

  • Front end: Frontastic

  • Search engine: Algolia

  • P2C Platform: Productsup

  • PIM: Akeneo

  • CMS: graphCMS

  • Payment: Adyen

  • Hosting: AWS

  • 100% MACH in all components

  • Complex search and filter options

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