etailer

What etailer does

etailer Solutions GmbH, founded in 2013 and headquartered in Olpe, Germany, develops the etailer Suite, a modular Composable Commerce platform serving B2B, B2C, and D2C merchants in the DACH region. The platform comprises interchangeable modules — Shop, PIM, BI, Intelligent Search (microservice-based), Marketplace Integration, Testsuite, and Technical SEO — built on PHP and scheduled to migrate to a Symfony, Doctrine ORM, and API Platform architecture under the Q1/2026 Kronos release, enabling cloud and SaaS delivery. Differentiated by an "Update Guarantee" that migrates all customers to the latest version within approximately three months regardless of custom programming depth, etailer positions itself as a technology firm rather than an agency, emphasizing German engineering ("Made in Südwestfalen") and deep ERP integration with vendors including eNVenta, Microsoft, Oracle, IBM, and dicommerce.

etailer monetizes through tiered subscription contracts (Start, Professional, Enterprise, Custom) bundled with maintenance, complemented by professional services for implementation, project rescue, replatforming, individual programming, and technical SEO. An exclusive channel partnership with dicomputer delivers an automated beverage-wholesaler online shop starting at €349/month, while direct enterprise sales target mid-market and enterprise merchants across named reference accounts such as VBS Hobby Service, Fritz Berger, Bike-Discount, Fahrrad-XXL, PIKO, Maxiscoot, W+M Weissenseer Metallwaren, and Streetbuzz Distribution. In December 2023, StellaVent Capital GmbH acquired a majority stake, integrating etailer with portfolio peers Cross Commerce GmbH (ERP) and entitys.io (PIM) to form a unified DACH cloud commerce platform.

Go-to-market is sales-led and consultative, combining direct field engagement, content marketing via the company blog, SEO, email newsletters, social media presence, and event participation; customer success and project-rescue services are positioned as strategic differentiators for merchants burdened by legacy, non-updatable shop installations. The company is a member of Bundesverband IT-Mittelstand e.V. and has held CrefoZert creditworthiness certification annually since 2022, placing it in the top 2% of German firms on that measure.

Name

etailer

Legal name

etailer Solutions GmbH

Website

https://etailer.de

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

etailer Solutions GmbH, based in Olpe, Germany, develops the etailer Suite, a modular Composable Commerce platform for B2B and B2C merchants featuring Shop, PIM, BI, Search, Marketplace, and Technical SEO modules, with ERP integrations to eNVenta, Microsoft, Oracle, and IBM, sold via subscription contracts in the DACH region.

Ownership category

akta.pro rank

Headquarters

HQ city

Olpe

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. E-Commerce Platform Software: The core etailer Suite platform sold as subscription with maintenance fees. Includes Shop, PIM, BI, Search, and other modules. Customers sign maintenance contracts that guarantee updates to latest release.
2. Beverage Retailer Solution: Automated shop solution for beverage wholesalers (GFGH) starting at €349/month through dicomputer partnership. Includes full dicommerce integration, product images, descriptions, and mobile-optimized shop.
3. Professional Services: Implementation, customization, consulting, and support services for platform deployment, project rescue, and technical SEO optimization.
4. Project Rescue Services: Specialized services for rescuing failed shop implementations or modernizing non-updatable systems within 3 months.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

etailer provides the modular etailer Suite, a Composable Commerce platform combining Shop, PIM, BI, Intelligent Search, Marketplace Integration, Test Suite, and Technical SEO modules to power B2B, B2C, and D2C online retail. The company delivers professional services including implementation, project rescue for failed shop rollouts, individual programming, and digital transformation consulting, with all development performed in South Westphalia, Germany.

Product overview

etailer is a German e-commerce platform provider offering the modular etailer Suite, a Composable Commerce platform that combines Shop, PIM (Product Information Management), BI (Business Intelligence), Intelligent Search, Marketplace Integration, Test Suite, and Technical SEO as separate but interoperable modules. The platform supports B2B, B2C, and D2C commerce models and is built on a future-proof, update-guaranteed software framework developed entirely in South Westphalia, Germany. Key module-level products include the Intelligent Search (microservice-based with AI-powered semantics), Technical SEO Module, Pagespeed Optimization (including WebP support), Marketplace Integration, BI, and PIM. Beyond the core suite, etailer offers specialized vertical solutions such as the Beverage Retailer Online Shop for dicomputer customers, along with professional services including Digital Transformation, Replatforming/Migration, Individual Programming, and Support & Maintenance. The platform also supports AI-powered internationalization via DeepL integration.

Differentiator

Problem solved

Functional benefit

Products and services

• etailer Suite
• etailer Intelligent Search
• etailer Technical SEO Module
• etailer Pagespeed Optimization
• etailer System Integration / IT Consulting
• etailer Internationalization
• etailer Replatforming
• Beverage Retailer Online Shop (Getränke-Onlineshop)
• Digital Transformation Services
• Individual Programming
• Support & Maintenance

Quantifiable outcome

• Customers processed €500 million+ net through the framework annually
• +1 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration18 records

AI capability11 records

Feature10 records

Partnerships

Seven partnerships are on record, tiered core and strategic.

• DeepL SEcoreTechnology or IntegrationDeepL integration enables AI-powered automatic translation across the entire shop frontend. Supports translation of single fields, text blocks, and articles. Reduces translation time by enabling automated translation with quality sufficient for practical use, with native speaker review recommended for final corrections.
• dicomputer GmbHcoreChannel Partner/ Reseller/ DistributorStrategic partnership offering automated online beverage shop solution exclusively for dicomputer customers. dicomputer serves 400 customers with 5,000+ POS systems and offers etailer-powered shop as part of its 360-degree beverage trade solution. Solution starts at €349/month with 24-hour setup time.
• Nissen & Velten (eNVenta ERP)strategicTechnology or IntegrationSeamless integration between etailer Suite and eNVenta ERP from Nissen & Velten. Enables automated order processing, real-time inventory synchronization, optimized supply chain, and cost reduction through process optimization. Reference implementations available.
• Cross Commerce GmbHcoreStrategic or Co-development PartnerPart of StellaVent portfolio. Together with etailer and entitys.io forms the core of a new cloud-based platform for digital commerce in the DACH region.
• entitys.iocoreStrategic or Co-development PartnerPIM provider from StellaVent portfolio. Part of strategic platform alliance for digital commerce in the DACH region.
• PayPalstrategicTechnology or IntegrationPayPal Checkout integration providing comprehensive payment solution including credit/debit cards, direct debit, Sofort, Giropay, invoice purchasing, installment plans, and 10+ local payment methods for international growth.
• Trusted Shops SEstrategicTechnology or IntegrationE-commerce trust and compliance solutions partner. Data protection officer is provided by Trusted Shops SE at Subbelrather Straße 15c, 50823 Köln.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Shopware: DACH-native open-source e-commerce platform competing head-to-head with etailer for mid-market and enterprise merchants. Both offer modular/composable architectures, ERP integrations, and B2B/B2C capabilities; Shopware is the dominant local incumbent.
• OXID eSales: German enterprise e-commerce platform with strong footprint in B2B and B2C. Comparable customer base (mid-market German merchants), similar module-based architecture, and overlapping partner ecosystem (ERP integrators).
• Spryker: Composable commerce platform targeting enterprise and upper mid-market with a modular, API-first architecture. Competes for the same complex B2B/B2C deals etailer targets; deeper VC backing and broader feature set.
• Magento (Adobe Commerce): Widely deployed open-source e-commerce platform serving merchants of all sizes. Competes with etailer on extensibility, customization, and ERP integration; Adobe Commerce is the enterprise tier.
• commercetools: API-first headless commerce platform pioneering the composable commerce category. Targets enterprise merchants requiring maximum flexibility; competes in the same architectural paradigm as etailer Suite.
• BigCommerce: Public SaaS commerce platform with composable / headless capabilities. Competes with etailer for B2B/B2C merchants, with multi-tenant SaaS architecture that mirrors etailer's Kronos roadmap direction.
• Intershop: Long-established European enterprise e-commerce platform with deep B2B focus. Competes with etailer for complex B2B scenarios, multi-country deployments, and large European enterprise merchants.

Broad incumbents

• Salesforce Commerce Cloud: Global incumbent enterprise commerce platform with deep CRM and ecosystem integrations. Less specialized for DACH mid-market than etailer, but represents the alternative for large enterprise evaluations.
• Shopify: Global SaaS commerce leader increasingly moving up-market. Competes for SMB and lower mid-market deals etailer targets via the dicomputer partnership; aggressive pricing and ecosystem.

Regional players

• novomind: German commerce software vendor with focus on enterprise and customer service platforms. Overlap in DACH e-commerce platform market; comparable vertical specialization and integration-heavy approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=AA4F_acJJBU&si=uzEKoyyWiN_1YrHI
• Xx.com/etailer_de
• Facebookfacebook.com/etailersolutions
• LinkedInlinkedin.com/company/etailer-gmbh

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about etailer