This case study presents a real project delivered by Codelivery agency. Due to a non-disclosure agreement (NDA), client-identifying details have been replaced with general industry information.
Client overview
Our client is a leading fashion retailer operating in the European market for over a decade. The company specializes in casual and business fashion, serving both individual customers and B2B segments. With a portfolio encompassing over 5,000 products across various clothing categories and partnerships with 50+ brands, the client has built a strong position in the competitive fashion e-commerce market.
The company serves customers throughout Europe, with primary markets in Germany, Austria, and Poland. Through an advanced logistics system and partner networks, they ensure fast delivery and comprehensive customer service.
Business challenge
The client approached us with critical challenges that threatened their competitiveness in the rapidly evolving online fashion market:
Legacy Platform Limitations
The existing Shopware 5 infrastructure was reaching end-of-life, creating significant operational risks. The platform’s outdated architecture couldn’t handle the complex product variations typical in fashion retail – different sizes, colors, materials, and seasonal collections. Managing over 5,000 SKUs with multiple variants became increasingly cumbersome and error-prone.
Performance and User Experience Issues
Mobile performance was particularly concerning, with page load times averaging 11 seconds on smartphones – critical in an industry where visual appeal and quick browsing are essential. Desktop performance wasn’t optimal either, with average load times of 6.2 seconds. These delays directly impacted the shopping experience, especially for fashion customers who typically browse multiple products before making decisions.
The conversion rate had stagnated at 1.3%, significantly below the fashion industry average of 2.8%. Cart abandonment rates reached 73%, with mobile users particularly affected by the poor performance.
Inventory Management Complexity
The client’s warehouse operations relied on JTL-WMS (Warehouse Management System), but the integration with their existing Shopware 5 store was limited and often required manual intervention. This created synchronization issues between inventory levels, product information, and order processing, leading to overselling incidents and customer dissatisfaction.
SEO and Marketing Limitations
The legacy platform’s SEO capabilities were insufficient for competing in the highly competitive fashion market. Core Web Vitals scores were poor, affecting Google rankings. The platform’s limited marketing automation features meant missed opportunities for personalized campaigns crucial in fashion retail.
Project Scope – Migration from Shopware 5 to Shopware 6 with JTL Integration
We were tasked with executing a comprehensive platform migration that would address all technical limitations while maintaining business continuity. The project’s complexity was heightened by the need to integrate JTL Connector for seamless warehouse management integration.
The scope included complete data migration, custom module development for fashion-specific requirements, JTL Connector implementation, and ensuring zero downtime during the transition period.
Solution delivered
Codelivery’s team of Shopware experts designed and implemented a comprehensive solution addressing every aspect of the client’s challenges:
Platform Migration
We executed a complete migration from Shopware 5 to Shopware 6, leveraging the modern API-first architecture for better scalability and integration capabilities. The new platform provided a solid foundation for future growth and feature expansion.
Advanced Caching Implementation
We deployed sophisticated caching mechanisms specifically optimized for fashion retail, including product image caching, variant-specific caching, and dynamic content optimization. This reduced mobile page load times from 11 seconds to 4.2 seconds and desktop performance from 6.2 seconds to 2.8 seconds.
Advanced Product Variant Management
We developed custom modules to handle complex fashion product structures, including size matrices, color variations, seasonal collections, and stock management across multiple warehouses.
Real-Time Inventory Sync
Configured JTL Connector to provide real-time inventory updates, preventing overselling and ensuring accurate stock levels across all sales channels.
Results
The migration and JTL integration delivered significant improvements across all key performance indicators:
Performance Improvements
- Mobile page load time: Reduced from 11 seconds to 4.2 seconds (62% improvement)
- Desktop page load time: Improved from 6.2 seconds to 2.8 seconds (55% improvement)
- Core Web Vitals: All metrics moved to “Good” status, improving Google search rankings
Business Impact
- Conversion rate: Increased from 1.3% to 2.6% (100% improvement)
- Cart abandonment rate: Decreased from 73% to 58% (21% improvement)
- Mobile conversion rate: Improved by 180% following mobile experience optimization
- Average order value: Increased by 23% due to better product discovery and cross-selling features
Operational Efficiency
- Genauigkeit der Bestandsaufnahme: Achieved 99.7% accuracy through JTL Connector integration
- Order processing time: Reduced by 65% through automation
- Manual intervention: Eliminated 90% of manual inventory updates
- Customer service inquiries: Reduced by 40% due to accurate product information and stock levels
SEO and Marketing Performance
- Organic traffic: Increased by 85% within 6 months
- Google Ads quality score: Improved by 35%, reducing cost-per-click
- Search ranking: Achieved top 3 positions for 70% of target fashion keywords
- Email marketing conversion: Improved by 45% through better integration and automation
JTL Connector Implementation Details
- Real-time synchronization: Inventory, pricing, and product data updates every 15 minutes
- Automatisierte Arbeitsabläufe: Order processing, stock level management, and customer data synchronization
- Multi-warehouse support: Seamless integration with multiple distribution centers
- Error handling: Comprehensive logging and alert system for integration issues
Custom Modules Developed
- Fashion Size Matrix Manager: Advanced size guide integration with variant management
- Seasonal Collection Manager: Automated seasonal product categorization and promotion management
- Brand Showcase Module: Enhanced brand presentation with dedicated landing pages
- Fashion Trend Integration: Dynamic content blocks for trending items and collections
Schlussfolgerung
This project demonstrates Codelivery’s expertise in complex e-commerce migrations within the fashion industry. By combining technical excellence with deep understanding of fashion retail requirements, we delivered a solution that not only resolved immediate technical challenges but also provided a scalable foundation for future growth.
The successful integration of JTL Connector with Shopware 6 created a seamless ecosystem that automated critical business processes while improving customer experience. The dramatic improvements in performance metrics and business KPIs validate our approach and highlight the importance of choosing the right technical partners for complex e-commerce projects.
Our ability to deliver comprehensive, end-to-end solutions while maintaining strict confidentiality requirements positions Codelivery as a trusted partner for fashion retailers facing complex technological challenges in the competitive e-commerce landscape.
