Shop systems: 16 providers in comparison

free download of our shop software comparison

The requirements for a shop system depend on the specific needs of the business model. One of the most important criteria of a shop system is, of course, the range of functions: What are the front-end and back-end features? What options do I have for product display? Is there an intelligent search, which SEO functions can I use, which plugins can I install? In our shop system comparison, we have compared a total of 16 providers in 179 criteria distributed over 16 categories. The summary of the market overview is available for download.

summary of our shop system comparison as free download

By clicking on the download button, you agree that your company e-mail address and your company name may be used by (Digital Diamant GmbH) for advertising purposes, also by e-mail, and for market and opinion research. With your consent, you will also automatically receive the newsletter. The declaration can be revoked at any time via a link in every e-mail.

The shop system as the central engine of the online shop

Online retail has further established itself as an additional supply branch in the Corona pandemic. The growth of 16.8% in the 2nd quarter (source: bevh) shows this impressively. People in Germany spent over 20 billion euros online during this period. Of course, the established online retailers and large platforms are the main beneficiaries of this growth. But the pandemic and the accompanying extensive lockdown are acting as a digitization accelerator. More and more retailers who were previously “only” offline are deciding to either finally tackle the e-commerce project or significantly expand their existing efforts.

Those who want a piece of the pie should also have the appropriate basic equipment. For online retailers, this means a professional shop system. But which is the right one, the right shop software? Given the abundance of e-commerce solutions, the choice is certainly not easy. And there is no one-size-fits-all solution anyway. Our comparison shows: Each solution has its own features, applications, different interfaces, APIs and services. So anyone who wants to set up an online store or expand or optimize the one they already have should first define their personal requirements. For example:

  • How high is the budget? 
  • Which model should be used to create the shop? In a simple “Software as a Service (SaaS)” modular system? Or should it possibly be an “on-premise” e-commerce complete solution?
  • Is an enterprise resource planning system available? Is this compatible with the shop system of choice?
  • Do I already have programming and IT skills, or do I also need professional support?

Every company and every store operator must define their personal preferences and requirements for themselves. The list can be continued and extended here at will. The important thing is to determine decisive criteria in advance. What do I want? What do I need? Our shop system comparison uses 179 criteria to show you what the solutions can do.

Shop systems comparison: 179 criteria in 16 categories

In our shop system comparison, we put 16 solutions through their paces, in terms of functionality, costs, and deployment methods, and compared them in an editorial comparison. This comparison includes rental shop systems (SaaS solutions), purchasing systems (on-premise solutions), and dual-license models. We have not determined a “test winner”. Rather, we want to help you gain an overview and make a preliminary selection for your individual task.

Our studies, comparisons and market overviews are basically structured in a similar way and follow a common thread. For this purpose we have designed a questionnaire which, from our point of view, presents the most important functions and information of all shop systems in our shop systems comparison for interested parties, decision-makers and users. The analysis is based on 179 criteria, which we have divided into 16 different categories. The different categories present the various shop systems for your own online store in detail, examine the various functions, existing services of the providers and show legally relevant criteria as well as the price models of the individual software systems. The majority of all information here is based on self-reporting by the store system providers.

  • General information of the participating companies (company headquarters, website, number of employees & customers, target group, since when has the product been available?)
  • USP of the providers
  • References of the store system providers
  • Possibilities for cross-border commerce (to which countries within/outside the EU can merchants sell via the solution?)
  • Basic features of the store systems (e.g. user/authorization systems, can be installed on own server, SaaS/ASP, open source solution, plug-in capability, responsive design, preview function, multichannel capability, virtual goods, etc.)
  • Connection to marketplaces (to which marketplaces are there interfaces, e.g. Amazon, eBay,, Rakuten, Alibaba etc.)
  • Additional apps and plugins (social media apps, automation, PIM, event calendar, own community solution, display ad module, form builder, number of plugins in the store, number of free plugins, landing page builder)
  • Integrations of newsletter tools (Which newsletter tools can be integrated? E.g. Cleverreach, Elaine, Episerver, Evalnache, LianaMailer, Mailchimp, Mailjet, Newsletter2Go etc.)
  • Interfaces to ERP systems (which ERP systems can be connected, e.g. Afterbuy, JTL, Cateno, pixi, plentymarkets, SAP, etc.)
  • Integration of logistics service providers (e.g. DHL, DPD, Hermes, Parcel.One, Shipcloud, etc.)
  • Integration of PIM systems (e.g. AtroPIM, crossbase, pirobase PIM, etc.)
  • Integration of DAM systems (e.g. 4AllPortal, AtroDAM, eyebase, Frontify, etc.)
  • Integration of payment services (Which payment solutions are integrated? Which payment service providers are integrated?)
  • Legal criteria and company information (Is personal data anonymized? Does the provider offer a standard contract for commissioned data processing? Is the company certified [QMS, DIN]? Is effective protection against cyber attacks ensured?)
  • Additional services offered by the provider (Is there implentation support? Is there face-to-face or online training? Is there a manual? Is there a commuity support? And much more)
  • Price approach of the solutions (Price system, is there a free starter version? What are the setup costs? What are the time requirements? What is the minimum contract period? What is the cost of the software/implementation for beginners/experienced retailers/enterprise retailers?)

Shop systems 2022: What most solutions offer today

Today, the possible functions for one’s own online store are almost infinite. This is also evident in the solutions offered by various providers.

The software in our shop system comparison already has a large number of functions integrated as standard. This ranges from the options to ship worldwide – keyword: growing cross-border commerce – to numerous connectable marketplaces and installable plugins to more and more integrable payment methods and payment service providers (PSP). Common payment methods such as PayPal and Giropay, as well as various payment providers for invoice or installment purchases, are now generally available in shop system software so that customers can find a comprehensive range of payment options in the online store. After all, they expect no less for a good customer experience.

And the integration options of other, now central e-commerce systems such as a product information management (PIM) system and the connection of more and more marketplaces have become even more important, so providers have stepped up the pace here. For this reason, we have carried out a more detailed survey of shop system developers in our store system comparison, particularly in the area of PIM. The topic of digital asset management (DAM) has also become more important, so we have also made a more detailed query about connectable solutions here. By the way, you will also find extensive market overviews of both PIM systems and DAM solutions from us.

Shop systems comparison: We have compared these providers

Here we offer you a short overview of the providers we compared in the store systems comparison for your online store:


One of the most well-known shop software solutions is Afterbuy from the provider ViA-Online GmbH. The company comes from Krefeld and offers the shop software since 2002.

USP (according to their own statement): “SaaS cloud multichannel solution.”

References: Sportspar, Tepgo, Longboardshop, Taino Grills



CosmoShop comes from the eponymous provider CosmoShop GmbH from Eichenau. The company says it had a turnover of 1.5 million euros in 2021 and has 500 customers* and 15 employees.

USP (according to its own statement): “Full service provider, ecommerce manufacturer and agency.”

References: Generali, Rehau, Avia, Bayrische Versicherungskammer, Vodafone

Dynamicweb E-Commerce Suite

Behind the Dynamicweb E-Commerce Suite is the company Dynamicweb. The company has 150 employees and is based in Viby, Denmark, with over 4,000 customers. The store software has been on the market since 1999.

USP (according to its own statement): “Dynamicweb E-Commerce Suite is a cloud-based all-in-one solution with CMS, e-commerce, PIM and marketing tools in one application. This approach reduces the complexity of your IT stack and helps you create exceptional customer experiences.”

References: Euronics, Europcar, Flying Tiger, Hummel, Mann + Hummel, bellissa HAAS

ElectronicSales Commerce Solution

ElectronicSales GmbH from Parsberg has been offering the ElectronicSales Commerce Suite since 2004. The company has about 20 employees and serves about 400 customers with the store system solution.

USP (according to their own statement): “SaaS/Cloud solution with modular system for easy setup. Store operators can maintain the store completely themselves, without the need for technical expertise. – Very comprehensive B2B functions. – Very low project costs up to self-setup.”

References: Layer Großhandel, Omega Handelsgesellschaft m.b.H., Söhner Kunststofftechnik, Frings Informatic Solutions GmbH, Corpet Cork (natural flooring), Samaco



The shop software solution of e-matters GmbH from Hamburg. The software has been sold as a product since 2020. The company has 50 employees.

USP (according to its own statement): “Hublify is more than a shop system, namely a cloud-based commerce platform with which the most diverse business models can be quickly realized: from subscription commerce, own marketplaces for B2C and B2B to omnichannel software. With a headless commerce architecture, Hublify understands how to link data (via API) as a data hub to play out personalized content.”

References:, WEKA publishing group, manroland GOSS web systems, LENA Nachhaltigkeits GmbH,

IONOS MyWebsite Now Shop

Under the name IONOS MyWebsite Now Shop, IONOS has been offering its shop software solution since 1988. The company, based in Montabaur and Karlsruhe, employs around 4,000 people internationally and has 8.9 million customer contracts.

USP (according to its own statement): “Easy-to-use, professional store solution incl. personal contact person at support.”


Also one of the best-known shop systems is JTL-Shop from the JTL-Software-GmbH of the same name, based in Cologne Hürth as well as Hückelhoven. With 50,000 customers and 210 employees, the company has been offering JTL-Shop since 2008.

USP (according to its own statement): “Free merchandise management, large community and extensions for the products, Everything from one cell phone, Extensibility / individualization of the solutions.”

References: steel mill, Fynch-Hatton, Grillardor, Avides, r2-bike

modified eCommerce Shopsoftware

The modiefied UG (haftungsbeschränkt) & Co. KG has been offering the modiefied eCommerce shop software solution since 2013. The company, based in Berlin, says it has over 80,000 customers* and generated sales of 500,000 euros last year.

USP (according to its own statement): “All data remains on the merchant’s server (no cloud), as well as large helpful community.”


novomind iSHOP

novomind AG’s novomind iSHOP offers customers a choice of shop software from the Hamburg-based company that has been available for many years. The solution has been on the market for twelve years. With 500 employees, novomind AG is one of the larger shop software providers and, according to its own information, has 250 customers. In 2021, novomind generated sales of 49.3 million euros.

USP (according to its own statement): “Extensive feature set out-of-the-box (incl. CMS, OMS, search, etc.); Flexible architecture (coupled, headless and composable); Software and service from a single source.”

References: hagebau, OTTO, C&A, VW, Deutsche Post


Glarotech GmbH has been offering the shop software PepperShop since 2001. The company from Wil SG in Switzerland has about 5,550 customers, according to its own statement.

USP (according to own statement): “1. numerous interfaces/modules: PepperShop is modularly expandable and has extensive connections to strong partners. 2. one point of contact: Glarotech GmbH develops the core system, implements the customizations and operates the e-commerce system on its own infrastructure. 3. individual solutions: PepperShop can be customized to the customer’s needs with one project.”

References: Wernli, Magic X, Abacus, The Swiss Post, Elinchrom



One of the best-known shop software providers is plentysystems AG from Kassel with its plentyShop solution. The shop software has been on the market since 2001 and is further developed and distributed by a team of 230 employees.

USP (according to its own statement): “Integration into the e-commerce ERP plentymarkets, flexibility & customizability, connection to marketplaces.”

References: Dynamo Dresden, Josef Seibel,, Wacken Open Air


SAP Commerce Cloud

SAP has developed the SAP Commerce Cloud shop software for e-commerce. The Walldorf-based company says it has 2,500 customers for its Commerce Cloud.

USP (according to its own statement): “A single platform for all business models (B2B, B2C, B2B2C, D2C, marketplaces); rich e-commerce features for all customer requirements; integrations to SAP S/4HANA, SAP ERP and other SAP CX solutions; highly scalable and secure.”

References: Migros, Carrefour, Mercedes Benz, Aldi, Douglas


The Shopware shop software from Shopware AG is probably one of the best-known and most frequently used solutions in e-commerce. According to its own information, the company from Schöppingen has more than 100,000 customers. In 2021, shopware AG generated 40 million euros in sales. The Shopware shop software has been available on the market for 12 years.

USP (according to its own statement): “Shopware is open source and thus offers customers maximum flexibility and full control over their business processes.”

References: Borussia Dortmund, Philips, Jägermeister, Aston Martin and many more



The Dortmund-based SmartStore AG of the same name markets its shop software solution under the name Smartstore. The product has been available since 1999 and, according to the company, is used by around 25,000 customers* worldwide. The SmartStore AG team has 35 employees and generated sales of five million euros in 2021.

USP (according to its own statement): “Open source DXP enterprise composable commerce platform based on Microsoft .NET.”

References: Sacher, Tesla/bk World, Scheppach, Stihl KR, Shimadzu



WEBSALE AG has developed the sshop software WEBSALE V8s. According to the Nuremberg-based company, it serves 150 customers. The team consists of 40 employees. WEBSALE V8s has been available since 1996.

USP (according to its own statement): “Cloud power with on-premise flexibility”.

References: Krämer Pferdesport, Onlineprinters, Vet Concept, Seventyseven, Marriott



With xt:Commerce, the shop software solution of xt:Commerce GmbH has been available on the market since 2002. The company is based in Innsbruck, Austria.

USP (according to its own statement): “flexible, expandable, easy to use”.


Further comparisons, studies and market overviews from can be found here.


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