How can the differing requirements of B2B and B2C commerce be accommodated within a single eCommerce architecture? This is a challenge faced by many companies seeking to modernise their digital sales whilst organising their product data and processes effectively.
The EuroShop project demonstrates a concrete approach: NovaDB forms the central foundation for managing product information and digital media. Shopware 6 handles the commerce processes. elio manages the migration from Shopware 5 to Shopware 6 and subsequently operates the platform as a Platform-as-a-Service (PaaS).
In addition to commerce and product data management, the integration of the systems involved also plays a key role in modern system landscapes. Here, elio relies on synQup as its integration platform. As part of its partnership with Noxum, elio thus combines its own eCommerce and integration expertise with NovaDB.
Noxum and elio jointly demonstrated how these systems and capabilities can work together at the B2B Communication Days 2026.
Together at the B2B Communication Days 2026
On 7 October 2026, Noxum and elio presented the EuroShop project at the B2B Communication Days in Würzburg. On the Solution Stage, Norbert Klinnert, Managing Director of Noxum GmbH, and Sascha Vorderstemann, CEO and founder of elio GmbH, presented the joint project.
The presentation was entitled ‘Success Story: Scaling Complex B2B Processes with Shopware 6 PaaS by elio and NovaDB from Noxum’.
The focus was on a challenge familiar to many companies in the digital retail sector: a shared product range needs to cater for different business models. Whilst B2C customers primarily expect an intuitive shopping experience and straightforward ordering processes, business customers often require additional functions and more customised workflows. In this specific project, Noxum cites customer hierarchies, customised pricing and re-ordering processes as examples of B2B requirements.
Using EuroShop as an example, Noxum and elio demonstrated how these requirements can be brought together using a shared database and a commerce platform built on top of it.
One product range, different requirements
Anyone serving both end customers and business customers must reconcile differing requirements. The product range may be the same, but expectations regarding the ordering process are not.
In B2C commerce, the focus is on clear product presentation and a straightforward purchasing process. In B2B commerce, depending on the business model, factors such as customer-specific pricing, individual access rights or recurring orders come into play.
At the same time, product information and digital media should not have to be maintained separately for each sales channel. A centralised and reliable database helps to manage information consistently and make it available for various areas of application.
This is precisely where the architecture of the EuroShop project comes into play: Noxum handles centralised product data and media management using NovaDB PIM and NovaDB DAM. Shopware 6 forms the basis for the digital sales processes, whilst elio is responsible for the technical implementation of the Shopware migration and the subsequent PaaS operation.
In this way, product data management, commerce and technical operations are seamlessly integrated. B2B and B2C commerce can be built on a shared data foundation, whilst Shopware 6 addresses the specific requirements of digital sales.
For more complex integration scenarios, elio provides its own integration platform, synQup. It is designed to integrate NovaDB into existing IT infrastructures, thereby supporting the connection between specialised systems.
From Shopware 5 to Shopware 6: Taking a holistic approach to migration and data management
The further development of the eCommerce architecture at EuroShop involves the the transition from Shopware 5 to Shopware 6. This is not just about the technical modernisation of the shop platform. Equally important is the question of how product information and digital media are organised and made available to the connected sales channels.
With NovaDB PIM and NovaDB DAM , a centralised solution is available for this purpose. Product Information Management (PIM) supports the structured management of product information. Digital Asset Management (DAM) complements this by managing digital media. In the EuroShop project, NovaDB took on the role of the central data hub for the connected channels.
Together, PIM and DAM form the basis for organising product data and media centrally and making them available to the connected channels. This is particularly relevant when the same information is used across different business models and sales channels.
This offers several advantages for businesses:
Structured product information:
Product data is organised centrally and can be made available for various areas of application.
Consistent database:
A centralised management system supports the consistent use of product information across all connected channels.
Less repetitive maintenance:
A shared database can reduce the need for duplicate data maintenance and minimise the effort required for reconciliation.
Flexibility for different business models:
The same product information can serve as the basis for different digital sales processes.
The shop migration therefore also offers an opportunity to further develop data management and e-commerce in tandem.
NovaDB, synQup and Shopware 6: Clearly defined roles working together
A key component of a modern eCommerce architecture is the clear division of responsibilities between product data management, integration, commerce and platform operations.
With NovaDB PIM and NovaDB DAM, Noxum provides the foundation for the centralised management of product information and digital media. In the EuroShop project, NovaDB serves as the central data hub.
synQup complements elio’s portfolio as an integration platform. As part of its partnership with Noxum, elio utilises synQup’s integration capabilities to integrate NovaDB into existing IT infrastructures.
In the EuroShop project, elio is handling the migration from Shopware 5 to Shopware 6 and will subsequently operate the platform as a Platform-as-a-Service. Shopware 6 forms the commerce platform for the digital sales processes.
This highlights the fact that a modern commerce landscape consists of more than just a single shop system. Product data management, integration, commerce and operations must be thought through in a coherent manner. Which specific systems and interfaces are required for this depends on the existing IT landscape and the respective business processes.
What other companies can learn from the EuroShop project
The EuroShop project demonstrates why eCommerce modernisation should not stop at simply changing the shop system. Companies must also consider how product information is maintained and made available across systems. Equally important is the question of what requirements the various business models and sales channels entail.
Three aspects are particularly relevant here:
1. Plan the shop migration holistically
The switch to Shopware 6 offers an opportunity to review existing data structures and processes. Particularly in the case of extensive product ranges, it is important to clarify at an early stage how product information and digital media will be managed in future and made available across different channels.
EuroShop illustrates particularly clearly how these two issues can be directly linked: during the migration from Shopware 5 to Shopware 6, the need for a centralised solution for product information also arose. This led to the introduction of NovaDB PIM and NovaDB DAM.
A migration therefore affects more than just the shop platform; it also impacts the database, interfaces and processes on which digital sales are built.
2. Thinking of B2B and B2C on a common basis
Different requirements for digital sales do not necessarily mean that completely separate data structures are required.
A shared data foundation can help to keep product information consistent and utilise it across different business models. Which commerce functions and processes are built upon this depends on the specific business model and the particular requirements.
Companies should therefore not view product data management and the requirements of digital sales in isolation from one another.
Our success story from the tool trade.
3. Combining systems and expertise effectively
Modern eCommerce landscapes often consist of several specialised components. To ensure these work together reliably, their respective tasks must be clearly defined.
This is also evident in the way the solutions work together: NovaDB handles central product data and media management, Shopware 6 forms the commerce platform, and elio is responsible for migration and PaaS operations in the EuroShop project.
Furthermore, the elio portfolio includes synQup, an integration platform through which NovaDB can be integrated into existing IT infrastructures. Particularly in system landscapes featuring multiple specialised solutions, integration thus becomes an integral part of the overall architecture.
In this way, the expertise of Noxum and elio complements one another: NovaDB lays the foundation for product data management, whilst elio brings together expertise in commerce, integration and platform solutions.
Fazit: Eine gemeinsame Grundlage für komplexe E-Commerce-Anforderungen
Das EuroShop-Projekt verdeutlicht, wie sich Produktdatenmanagement und Commerce zu einer gemeinsamen E-Commerce-Architektur verbinden lassen. NovaDB PIM und NovaDB DAM schaffen die Grundlage für die zentrale Verwaltung von Produktinformationen und digitalen Medien. Shopware 6 bildet die Commerce-Plattform, während elio die Migration und den Betrieb als Platform-as-a-Service verantwortet.
Entscheidend ist dabei nicht allein die Shopplattform, sondern das Zusammenspiel von Datenmanagement, Integration, Commerce und technischem Betrieb. Mit synQup verfügt elio zusätzlich über eine Integrationsplattform für die Einbindung von NovaDB in bestehende IT-Infrastrukturen.
So entsteht ein Ansatz, bei dem unterschiedliche Systeme klare Aufgaben übernehmen und gemeinsam die Grundlage für digitale B2B- und B2C-Prozesse bilden.
Wie Noxum und elio ihre Kompetenzen verbinden, stand auch im Mittelpunkt ihres gemeinsamen Auftritts auf den B2B Communication Days 2026.
Are you planning to further develop your eCommerce architecture?
Whether it’s a Shopware 6 migration, centralised product data management or the integration of existing IT systems: the requirements of a modern eCommerce landscape are diverse. The key is to coordinate the right solutions and processes. Talk to us about your project. Together, we’ll explore how commerce, product data and interfaces can be effectively integrated, and which approach best suits your requirements.
