Makaira
Makaira GmbH is a German SaaS provider of a modular headless e-commerce marketing platform — combining search, personalization, recommendations, CMS, and A/B testing — that integrates with major shop systems for mid-to-large B2B and B2C online retailers across Europe.
- Company typePrivate
- Founded2019
- HeadquartersMannheim, Germany
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Makaira does
Makaira GmbH, founded in 2019 and headquartered in Krefeld, Germany, builds a modular headless e-commerce marketing platform for mid-to-large online retailers. The platform is built on a MACH-compliant architecture (Microservices, API-first, Cloud-native, Headless), with a React.js/Next.js-based decoupled Storefront, an ElasticSearch-powered search engine, an in-house Machine Learning personalization engine, a product recommendation engine with neural-network image similarity, an A/B testing module, a Feed Engine for channel syndication, a Pagebuilder/CMS, and a growing marketplace of add-on Apps (Product Finder, Blog, Content Generation, User Intent, Quick Start). It integrates as a frontend and marketing layer on top of existing shop systems — Shopify Plus, OXID eShop, Shopware, Magento, and Plentymarkets — rather than replacing them, preserving prior customer investment.
Makaira monetizes primarily through tiered monthly SaaS subscriptions: a Basic Suche package at 448 EUR/month, a Professional Storefront package at 2,146 EUR/month, an Enterprise package starting at 3,525 EUR/month with 24/7 support, and a one-time Startup Edition at 599 EUR targeting scaling merchants. Go-to-market is hybrid: direct enterprise sales via demo requests through HubSpot, a 60-day self-serve free trial with pre-populated test instances, and a certified agency/integration partner network (Kosmonaut, Dreikern, Cogniteer, Kuehlhaus, Shoplupe, and others). The company serves over 80 customer shops across verticals including fashion (MODEPARK RÖTHER), sporting goods (Sport Conrad), wine (Ludwig von Kapff, a Rotkäppchen-Mumm subsidiary), optician (Fielmann), publishing (TASCHEN Verlag), pet supplies (Hundeshop.de), home decor (K&L WallArt), and bedding (Bettwaren Shop), and operates as a subsidiary of the ECOMMERCE ONE group with a small internal team of 1-10 employees.
Makaira firmographics
Firmographics- Name
- Makaira
- Legal name
- Makaira GmbH
- Website
- https://makaira.io
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Makaira GmbH is a German SaaS provider of a modular headless e-commerce marketing platform — combining search, personalization, recommendations, CMS, and A/B testing — that integrates with major shop systems for mid-to-large B2B and B2C online retailers across Europe.
- Ownership category
- akta.pro rank
Makaira industry classification
Industry- Product category
- Headless Commerce Platform
- akta.pro primary industry
- Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)
Keywords
Where Makaira is headquartered
LocationHeadquarters
- HQ city
- Mannheim
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Makaira business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscriptions: Makaira operates primarily as a SaaS platform with tiered subscription packages. Pricing ranges from entry-level Basic package (448 EUR/month for Search module) to Professional Storefront package (2,146 EUR/month) and Enterprise package (starting at 3,525 EUR/month). Additional revenue comes from the Startup Edition (599 EUR one-time). Subscriptions include platform access, hosting, and varying levels of support (Basic to 24/7 for Enterprise).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic Paket 'Suche' - Entry-level search module for simple Composable Commerce setup |
| Subscription | Monthly | Professional Paket 'Storefront' - Full Storefront with PaaS for fast deployment and scaling |
| Subscription | Monthly | Enterprise Paket - Complete platform with 24/7 support for large-scale deployments |
| Subscription | Pay-as-you-go | Startup Edition - Full platform access for scaling businesses at low entry cost |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
Makaira product offering
Product offeringCore offering
Makaira provides a modular, headless commerce marketing platform that enables online retailers to run AI-driven search, product recommendations, and personalization in their storefronts. Its portfolio covers Search & Filter, Personalization, Recommendations, a Pagebuilder CMS, Promotions, an A/B-Testing module, a Feed Engine for shopping channels, and Smart Bundles, delivered through a MACH-compliant, API-first architecture with a React/Next.js Storefront.
Product overview
Makaira is a headless E-commerce marketing platform built on a modular, composable architecture. The core platform provides a headless Storefront (SaaS/PaaS) that serves as a decoupled frontend layer independent of shop system releases, and bundles essential E-commerce marketing functions including Search & Filter (Elastic Search), Promotions, Personalization/Machine Learning, A/B-Testing, Recommendations, and Feed Engine. The Headless CMS / Pagebuilder is available as a complementary core module for landing page and content management. Beyond the core modules, Makaira offers a marketplace of specialized Apps including Product Finder (Guided Selling), Blog App, Content Generation App (ChatGPT), User Intent App, Quick Start App, HubSpot CRM integration, Econda AI-based recommendations, Smartfit bike-sizing configurator, and Nexi Checkout payment integration. All modules integrate with major E-commerce platforms: Shopify Plus, OXID eShop, Shopware, Magento, and Plentymarkets.
Differentiator
Problem solved
Functional benefit
Products and services
- Makaira Platform Core modular, headless commerce marketing platform that lets retailers power storefront search, personalization, recommendations, content, and merchandising from a single API-first suite.
- Search & Filter ElasticSearch-based on-site search and product filter experience ("Such- und Filterergebnisse") for online retailers with large catalogs, providing keyword search, filtering, and merchandising within the Makaira platform.
- Personalisierung (Personalization) Machine-learning-driven personalization module ("Personalisierung, die wirklich verkauft") that adapts storefront content and product presentation to each visitor based on behavior.
- Recommendations AI-driven product recommendation engine including "Next Best Action" recommendations for cross-sell, upsell, and category-page suggestions on retailer storefronts.
- Pagebuilder / Headless CMS Pagebuilder-style headless CMS ("Content im Pagebuilder erstellen") that lets marketing teams create and manage landing pages, content, and storefront sections without developer involvement.
- Promotions Promotions module for running sales, vouchers, special offers, and campaign-driven merchandising rules across the storefront.
- A/B-Testing A/B-testing capability for storefront experiments to compare variations and optimize conversion on retail sites.
- Storefront Headless React.js / Next.js storefront implementation service/framework that retailers can adopt to render the customer-facing shop decoupled from their commerce backend.
- Feed Engine Automated feed engine that generates and optimizes product feeds for marketing channels such as Google Shopping, supporting performance marketing for retailers.
- Smart Bundles Bundling module that lets retailers define rule-based product bundles and shopping experiences such as "Outfit" or "Set" pages built on top of Makaira.
- Product Finder App Makaira-branded app that adds a guided product-finder experience to retailer storefronts, helping shoppers narrow down large product assortments through interactive questions and criteria.
- Blog App Makaira-branded blog app that lets retailers publish and manage editorial blog content directly from the Makaira platform as part of their content marketing.
- Content Generation App Makaira-branded app supporting automated content generation for retailer storefronts, used to scale product descriptions and marketing copy.
- User Intent App Makaira-branded app that interprets shopper intent signals (e.g., click, scroll, navigation) to dynamically adapt storefront behavior and recommendations.
- Quick Start App Makaira-branded onboarding app that accelerates the initial setup and integration of the Makaira platform for new retailer customers.
Quantifiable outcome
- Revenue increase of 3-19% through personalization (varies by customer)
- +4 more outcomes
Companies that use Makaira
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles1 record
Makaira technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability10 records
Feature9 records
Makaira partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core and minor.
- CloudinarycoreCloudinary partnership for Advanced Image Processing functionality. Enables automated image management including face-centering, responsive source-sets for different devices, and on-the-fly image transformations.
- ShopifycoreShopify Plus integration with pre-built module for Makaira features including Search, Storefront, and recommendations. Certified partner status with dedicated integration page.
- OXID eShopcoreDeep integration with OXID eSales with multiple customer implementations. Customers include Bettwaren Shop and Sport Conrad using Makaira Storefront with OXID.
- ShopwarecorePre-built integration with Shopware commerce platform. Listed as technology partner with integration module available.
- MagentocoreAdobe Magento integration with pre-built module for Makaira commerce features. Integration page and documentation available.
- PlentymarketscorePlentymarkets ERP/Shop integration with Makaira modules. Pre-built connector available for quick implementation.
- EcondacoreEconda Audience Relationship Platform (ARP) integration providing KI-based personalization recommendations. DSGVO-compliant cross-sell recommendations that can be displayed in shop, emails, apps, and display ads. Claims up to 50% conversion increase and 30% revenue increase.
- HubSpotcoreHubSpot CRM integration for seamless customer data management, marketing automation, and form embedding. Demo bookings handled via HubSpot meetings. Integration enables centralized customer data and personalized marketing.
- KosmonautminorCertified Storefront Partner and integration agency. Implements Makaira for clients including MODEPARK RöTHER project. Part of certified partner network.
- DreikernminorCertified integration partner with Makaira implementation expertise. Listed in agency partner network.
- TechnlinesminorIntegration agency partner certified for Makaira implementations.
- CogniteerminorCertified agency partner for Makaira e-commerce implementations.
- WebnsaleminorCertified integration partner in Makaira partner network.
- TowaminorCertified agency partner for Makaira implementations.
- WebwikingerminorIntegration partner in Makaira certified partner network.
- KuehlhausminorCertified agency partner for Makaira e-commerce projects.
- ShoplupeminorE-commerce consulting partner with Makaira implementation expertise.
- PageFrankminorPartner represented by Frank Sturm providing Makaira implementation support with long-term online shop and e-commerce experience.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Makaira competitors and assessment
Company assessmentDirect peers
- Bloomreach: Bloomreach is a composable commerce experience platform offering search, personalization, CMS, and marketing automation — covering the same functional surface as Makaira's full suite. Both target enterprise retailers undergoing headless/composable modernization.
- Algolia: Algolia provides AI-powered search and discovery APIs for e-commerce, directly competing with Makaira's Search & Filter module. Both serve enterprise and mid-market online retailers with ElasticSearch-class search infrastructure, ranking customization, and personalization.
- Searchspring: Searchspring provides ecommerce search, merchandising, and personalization tools — directly overlapping with Makaira's Search, Recommendations, and ML personalization offerings for online retailers.
- Constructor.io: Constructor.io provides AI-first product search and personalization for e-commerce, directly competing with Makaira's ML personalization and Search & Filter modules. Both emphasize ML-driven ranking and personalization for online retailers.
- Klevu: Klevu is an e-commerce search and product discovery platform serving mid-market and enterprise retailers, directly comparable to Makaira's Search & Filter and Personalization modules. Both focus on AI-driven onsite search optimization for online stores.
- Nosto: Nosto is an AI-powered personalization platform for e-commerce offering product recommendations, on-site personalization, and UGC — competing directly with Makaira's Personalization, Recommendations, and User Intent modules.
Broad incumbents
- Coveo: Coveo provides AI-powered search, personalization, and recommendations primarily for enterprise and B2B commerce. Both serve complex commerce environments with relevance-tuning, ML-driven ranking, and analytics-driven optimization.
- Storyblok: Storyblok is a headless CMS with visual editor that Makaira explicitly benchmarks against on price (claimed 30% cost advantage). Both compete for the headless CMS slot within composable commerce architectures for online retailers.
- Contentful: Contentful is a leading headless CMS platform explicitly named by Makaira as a competitive benchmark (claimed 30% cost advantage). Both offer enterprise headless content management and serve overlapping developer and marketing buyer personas in composable commerce deployments.
Emerging players
- Findify: Findify is a personalization and search platform for Shopify and other e-commerce platforms, competing with Makaira's modules in the SMB and mid-market segment. Both target Shopify-based merchants with AI-driven product discovery and personalization.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Makaira social profiles
Digital presenceMakaira financial estimates
Financial estimateRevenue estimate
Valuation estimate
Makaira leadership team
Management profileNumber of profiles
Profiles2 records
Makaira funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Makaira M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Makaira
What does Makaira do?
Makaira provides a modular, headless commerce marketing platform that enables online retailers to run AI-driven search, product recommendations, and personalization in their storefronts. Its portfolio covers Search & Filter, Personalization, Recommendations, a Pagebuilder CMS, Promotions, an A/B-Testing module, a Feed Engine for shopping channels, and Smart Bundles, delivered through a MACH-compliant, API-first architecture with a React/Next.js Storefront.
Is Makaira a public or private company?
Makaira is a private company. It is classified as corporate owned and is currently operating.
When was Makaira founded?
Makaira was founded in 2019. It employs 1 to 10 people.
Where is Makaira based?
Makaira is headquartered in Mannheim, Germany, in the Europe region.
How does Makaira make money?
One revenue line is on record: saaS Platform Subscriptions.
Who are Makaira's main competitors?
Direct peers on record are Bloomreach, Algolia, Searchspring, Constructor.io, Klevu and Nosto. Broad incumbents are Coveo, Storyblok and Contentful. Findify is listed as an emerging player.
Does Makaira have an API?
Yes. Makaira provides a public-facing API for frontend integrations. The platform's Frontend-API-Hub facilitates integration with headless services. Documentation is available at docs.makaira.io, including an API reference section at docs.makaira.io/reference/. The Storefront frontend is built with React.js and Next.js as a Single Page Application. Developer documentation is at docs.makaira.io/reference.
What industry is Makaira in?
Makaira's product category is Headless Commerce Platform. Its primary akta.pro industry code is BPAMAGAL, Omnichannel Commerce & Click-and-Collect Platforms.