New shop system for German online shop

  • With the conversion of the German online shop, migration of all shops to an identical system landscape has been successfully completed
  • Uniform technological basis with flexible shop and content management system makes it possible to respond even better to customer requirements, to realize synergies and to optimize IT resources
  • Important measure to further increase customer satisfaction and improve operational processes

Munich, April 3, 2017 –, one of the leading online retailers for baby and toddler products in Europe and for customers in China, has successfully migrated the German online shop to a uniform system landscape with the other shops (excluding feedo and bebitus).

Migration leads to a better shopping experience and serves to optimize processes

After the successful migration of the shops for Italy (, Switzerland (, China ( and last year, the German shop ( has now also been successfully migrated to the new shop environment. The fact that all these shops now run on the same technical foundations helps to increase quality for customers, to further standardize processes and to achieve technical and process-oriented synergy effects.
The new shop system improves the shopping experience for the customer due to faster loading times of the websites on all devices as well as new features in the invoice and shopping cart design. On small devices such as mobile phones, shopping at is now made much easier by an optimized orientation and more user-friendly presentation. The majority of customers already visit the website on mobile devices.
The advantage on the IT side is that features can be implemented much faster and scaled across countries due to the modern IT architecture based on micro-services as well as standardized and optimized processes. The conversion also has advantages for marketing, as campaigns can only be developed for one market and quickly rolled out to other markets and across all end devices. This saves both time and resources.

Alexander Brand, Co-CEO and co-founder: "The successful conversion to a uniform shop environment is a central component of our STAR program of measures. This is an important step to further increase customer satisfaction, as we can respond more quickly to the needs of our customers. In the coming weeks, we will integrate further new features into the shops to make shopping even easier for our customers, especially on mobile devices."