No. 1 for customised shop-in-shop systems
Your partner for shop projects
We develop online shop-in-shop systems that integrate brands, implement specifications and scale. With technical depth, well thought-out architecture and a real understanding of eCommerce.
Shop-in-shop systems? The devil is in the detail
Would you like to integrate external brands or specific manufacturers into your online shop?
Then you know that every brand has its own ideas. Corporate design, filters, content, checkout - and suddenly standard solutions reach their limits.
A shop-in-shop system sounds simple. But in practice, it quickly becomes technically and organisationally complex: specifications for presentation, individual navigation, special rules for search or checkout. What you need isn't a DIY solution - but a system that thinks along with you and fits your business model.
We build shop-in-shop systems that fulfil these requirements - and don't collapse when the next manufacturer comes knocking.
Our services - customised for your shop-in-shop system
We know: A shop-in-shop system is not rocket science. But it does need a good technical foundation - and attention to detail. Because in the end, it's usually about expanding an existing shop in a meaningful way: with clear specifications from manufacturers, customised UX layouts, additional data fields or complex connections.
This is exactly where we come in.
Shop-in-shop or multishop?
Are you planning to map several brands, countries or target groups in one system? Then perhaps a multi-shop setup is more suitable. We can also provide support - and work with you to find the right model.
Consultancy - from the idea to the architecture
How can your shop be expanded to accommodate multiple brands or partners - without everything getting out of hand? Whether it's a simple shop-in-shop structure or complex multi-client capability: we help you find the right architecture, advise on system boundaries and also think directly about UX and data structures.
Development - customised extensions
We develop exactly what your system needs: customisable modules, sophisticated templates, clearly separated areas for each partner. Of course, we also implement design and UX specifications cleanly - from navigation to manufacturer-specific filters or checkout customisations.
Optimisation - when your system reaches its limits
You already have a shop-in-shop system, but it's getting slow? Or confusing? We analyse performance, templates and data structures - and turn it back into a stable, clean solution. We also take UX issues and manufacturer requirements into account.
Integration - so that everything talks to each other
When manufacturers need to maintain their content automatically, things get technical:
ERP connections, PIM interfaces, automated data flows - this is where things quickly become complex. We make sure that everything fits together, runs stably and is integrated into your existing setup.
Whether in B2C with high demands on design and brand management - or in B2B with complex product structures and integrations: We know both worlds. And we know what is important when it comes to implementation.
Your project deserves a strong partner.
Talk to us - we'll show you how requirements become real solutions.
Your shop-in-shop project in the best hands
We don't just develop technical solutions - we provide you with holistic support: strategically, technically and operationally. With our many years of experience as an eCommerce agency, a deep understanding of technology and an eye for the big picture, we are the right partner if you want your shop-in-shop project not just to "work", but to really grow.
Experience meets practice
We have been actively shaping e-commerce for over 20 years, developing not only online shops but also complex platform models. Our goal: shop-in-shop systems that run smoothly and scale not only today but also tomorrow.
Engineering instead of compromises
75% of our team are developers—not theorists, but implementers. For you, this means sound advice, well-thought-out architectures, and solutions that reliably meet even the most demanding manufacturer specifications.
Technology that grows with you
Over 1,000 e-commerce projects, more than 1,500 plugins developed—and customers ranging from SMEs to enterprises. Our systems hold up even when many partners, data streams, and processes are running simultaneously—whether in the front end, back end, or under the hood.
Partnership on equal terms
Many of our customers have been working with us for years—and continue to place their trust in us for follow-up projects, relaunches, and further developments. That's because we think proactively, take responsibility, and remain at your side even after go-live.
When manufacturers have complex, customised specifications, things get technically exciting. That's where we come in.
How we implement shop-in-shop systems in practice
Every shop-in-shop project starts differently - sometimes with a migration, sometimes with a specific manufacturer case. But in the end, it's always about turning an existing shop system into a platform that fulfils individual requirements - technically, visually and strategically.
Here we show you an example of what this can look like in practice.
From Shopware 5 to 6 - with a new look for Douglas
Cosmeticssuccess story
For Douglas Romania, we reorganised the webshop technically and visually with the help of Shopware 6 - including a shop-in-shop structure for integrated beauty brands. The aim was to modernise the brand presence, improve performance and enable individual brand experiences within the Douglas shop.
Overview of elio's services:
Migration from Shopware 5 to Shopware 6
Integration of FactFinder and Nosto
Shop-in-shop set-up for brand partners
Special features of the project- Design and UX specifications for each beauty brand
- Flexible content areas & brand stories
- Technical basis for scalable brand integration
Next case? Could be yours.
Our cases are more than just references - they are proof of how individual challenges are solved and opportunities utilised. Your story could be the next proof. Let's tackle it.
Realising a shop-in-shop together - how we work
A good project needs more than just technology - it needs a clear process, a real understanding of your requirements and a partner who thinks along with you. We accompany you step by step: from the initial idea to ongoing operation.
Your contact person
Do you have questions about our services or about elio? We are here for you! Simply write to us using the contact form and we will get back to you as soon as possible.
Contact options
Mo-Fr: 9am -5pm
Any questions? - FAQ
What exactly is a shop-in-shop system in eCommerce?
A shop-in-shop system makes it possible to create your own brand or manufacturer worlds within an online shop - with a customised look and feel, your own navigation, special filters, content or checkout rules.
This shop-in-shop system definition applies to both B2C and B2B - and can be technically realised in various ways. Together we will find the right architecture for your requirements.
For whom is a shop-in-shop system particularly worthwhile?
A shop-in-shop system is worthwhile for anyone who wants to work with several brands, manufacturers or partners under one roof - and needs to map their specific requirements in a technically clean way. Typical scenarios can be found in the fashion, beauty or technology sectors - both in B2B and B2C.
Can you expand an existing shop into a shop-in-shop system?
Yes, in many cases this is possible. Whether an extension to a shop-in-shop solution makes sense and can be implemented efficiently depends heavily on the shop system used. Shopware and HCL Commerce, for example, already offer functions with which a shop-in-shop can be realised relatively easily. We will work with you to find out what the situation is in your case - and whether an extension, new development or a combination is the right approach.
Why is elio the right partner for shop-in-shop system expansion?
Because we don't see shop-in-shop as an add-on module, but as a strategic system within the system. We know the challenges: customised templates, high-performance integrations, UX specifications from manufacturers. Our strength lies in the implementation of complex shop-in-shop solutions that scale in the long term and run stably - even under high load.
What is the difference between a shop-in-shop and a multi-shop system?
A shop-in-shop integrates different brands or manufacturers within a single shop - with individual displays and functional areas. A multi-shop system, on the other hand, consists of several independent shops, for example for different countries, brands or target groups, which are managed centrally.
If you are unsure which is better for you: We will be happy to advise you and show you specific shop-in-shop system examples from practice.
Which shop system is best suited for a shop-in-shop system?
This depends heavily on your goals - for example, whether manufacturers manage content themselves, how complex the data maintenance is or which systems need to be connected. We work system-open and implement shop-in-shop solutions based on Shopware, HCL Commerce or completely customised solutions. Shopware, for example, offers a strong basis with its worlds of experience and template logic - ideal for many shop-in-shop system advantages such as brand customisation and rapid scaling.
We provide you with technology-independent advice and develop the best shop-in-shop system - for your specific use case.