10,000 Customers and €10M Revenue: G. Wurm’s B2B Growth with Shopware

From a hidden portal to an international growth engine – Who are G. Wurm?

The Cologne-based family business is a B2B wholesaler of seasonal decoration products such as those for Christmas, gifts and garden. For G. Wurm, the term ‘B2B’ is not just a trend or sales vertical, it’s about people. For 60 years they have prided themselves on the trust they build with ‘people who buy for a living’.

Before Shopware 6, G. Wurm were facing high complexity and maintenance with their current setup on Magento. As a result, they were growing more dependant on external resources and lacked flexibility for internationalisation and the B2B processes they needed. With the release of Shopware 6, and new ambitions on the horizon, G. Wurm wanted to be an early adopter with a Shopware-first approach. They wanted to avoid running 4-5 different tech stacks in parallel, reduce complexity and take ownership over their digital operations.

“We wanted a flexible system that could grow with us and handle complex B2B requirements while offering a modern B2C look and feel.” – Jonathan Roxlau, Head of Digital at G. Wurm

Making ecommerce central to growth

Before Shopware, G. Wurm’s was a traditional wholesale business running on Magento. The store was only available to existing customers and had reached its limits when it came to new customer acquisition for international growth.

When talking about goals, the team prioritized:

• Placing the online store at the centre of new customer acquisition

• Ability to build flexible landing pages and content in the frontend

• Ability to seamlessly expand into international markets

Choosing the right platform meant balancing complex B2B operations with a modern shopping experience that could win new customers:

“It was important for us to rely on a solution made in Germany with access to talented developers, a strong community, and the opportunity to learn and be inspired by the best Shopware customers. At the same time, we needed to cover complex B2B requirements such as tiered pricing, minimum order values, and different customer groups.” – Jonathan Roxlau, Head of Digital at G. Wurm

Why Shopware 6

When looking for the right ecommerce solution to make central to business, Jonathan mentions evaluating various solutions:

“As an early adopter of Shopware 6 we took a close look at alternative systems such as Magento 2, JTL, Shopware 5 and commercetools. Each of them had strengths, but none could deliver the flexibility we needed for our complex B2B case. Of course we see how Shopify is currently gaining market share, but for our requirements this setup is not an option.”

“Shopware convinced us because it is the ideal platform for a modern, international B2B shop while still leaving room for individual developments. From an economic perspective the licensing model was also the best on the market – transparent, fair and scalable.”

Discussing the key selling points that lead to the choice of Shopware, Jonathan said:

“We chose Shopware because the platform gives us exactly the balance of standard features and flexibility that we need. Made in Germany, with a strong community and a clear focus on professionalism. Shopware allows us to map complex B2B logics while at the same time creating a modern B2C experience. This has enabled us to future-proof our wholesale business with a powerful e-commerce channel.”

What was particularly significant in the choice of Shopware, was the team’s planned approach to legacy systems: “We didn’t want to run 4-5 different tech stacks in parallel but instead decided to follow a Shopware-first approach wherever possible.” With this, the team was able to consolidate processes, reduce complexity and make the store the true centre of their digital operations.

Thomas Wurm, CEO at G. Wurm, comments: “The decision for Shopware was a strategic investment in the future of our wholesale business. E-commerce is no longer just an additional sales channel but an integral part of our corporate strategy and a driver of international growth.”

The “Shopware-first” solution

Moving to Shopware marked the beginning of a complete transformation of G. Wurm’s business. What started as a hidden wholesale portal evolved into a modern ecommerce experience that supports both customer acquisition and international expansion.

When choosing between Shopware’s Rise, Evolve and Beyond plans, it was the choice of the Beyond plan that gave the team maximum flexibility. Jonathan recalls: “We didn’t want to limit our version of the perfect online shop by being restricted to certain plans or features. In particular, our heavy use of the Flow Builder made the Beyond plan the most suitable option for us.”

The Flow Builder lived up to the expectation and became a central tool in this digital transformation. The team was able to digitize crucial processes, such as quotations and onboarding, that were previously handled manually.

“In addition, we have developed many custom extensions: quotations that used to be sent as PDFs are now a fully digital experience in the shop. Complex B2B logics such as small order surcharges, minimum order values, payment options depending on delivery addresses, and tiered pricing are fully integrated. This makes Shopware the foundation for a seamless combination of standard features and tailor-made solutions.”

Equally important was the shift toward content-driven commerce. With Shopping Experiences, the team could design flexible landing pages and campaigns without relying on developers, ensuring faster execution and more relevant customer touchpoints.

Combined with the expansion from two to six language versions and the addition of modern payment options, the shop was positioned to serve international buyers with the same ease and professionalism as local customers.

The Results

The numbers speak clearly. Ecommerce turnover has grown from €3M to more than €10M, now accounting for over one third of total company revenue. Around 10,000 new B2B customers register in the shop every year, showing that it has become a true acquisition engine rather than a hidden side channel. Organic visibility has also surged by more than 1000 percent, ensuring that the brand can be discovered by customers across multiple markets.

The impact goes beyond metrics. Internally, teams save time through automation, while externally, customers benefit from a modern, seamless experience. Their success was recognised by the Shopware Visionary Awards 2025, for being one of three Shopware stores that lead, innovate, and shape commerce!

“Shopware has given us the freedom to shape ecommerce on our own terms. Today our online shop is no longer just an add-on but a central growth driver of our wholesale business.” – Jonathan Roxlau, Head of Digital