Hob by Horse
Hob by Horse GmbH is a German digital agency delivering Shopware 6 e-commerce, TYPO3 web development, Akeneo PIM, and digital strategy services to enterprise and mid-market brands, primarily in the DACH region.
- Company typePrivate
- Founded2020
- HeadquartersOsnabrück, Germany
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Hob by Horse does
Hob by Horse GmbH is a German digital agency specializing in e-commerce and web development, headquartered in Osnabrück with a second office in Hamburg. The firm delivers a 360-degree digital commerce offering across four interconnected service pillars: Shopware 6 e-commerce implementation (where it holds Platinum Partner status with certified developer and template designer credentials), TYPO3-based web development and API programming, Akeneo PIM consulting and implementation, and digital strategy services including UX testing, persona development, and digital marketing conception. Technology capabilities extend to headless e-commerce architectures and PWA development, with custom API and interface programming forming the integration backbone of client projects.
The firm operates a pure professional services model, billing on a time-and-materials basis with monthly interim invoicing and reimbursable expenses (travel at €0.35/km, 2nd-class rail), supplemented by separate presentation/concept fees. Pricing is project-based and non-transparent; no public rate cards exist. The go-to-market is sales-led, direct to enterprise and mid-market clients, primarily in the DACH region, leveraging a portfolio of named clients including BVB, Alpha Industries, Babor, Lavera, Iris von Arnim, E3DC, L&T, Rasch, RedBull, AXA, Jung von Matt, and Bruno Banani. Distribution is exclusively direct via website inquiries, email, and phone, with two physical offices enabling regional face-to-face engagement.
Hob by Horse is privately held with no external investment or parent company, led by two managing directors, Sarah Lang and Niklas Zimmermann. The team is small (11-50 employees, estimated 15-30) and actively hiring across development, senior development, and marketing communications roles. The company has historically won the Shop Usability Award (IDZB) and was a 2014 Website of the Year finalist. Core operational signals indicate a steady, capacity-led scale-up rather than rapid hyper-growth.
Hob by Horse firmographics
Firmographics- Name
- Hob by Horse
- Legal name
- Hob by Horse GmbH
- Website
- https://hob-by-horse.de
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hob by Horse GmbH is a German digital agency delivering Shopware 6 e-commerce, TYPO3 web development, Akeneo PIM, and digital strategy services to enterprise and mid-market brands, primarily in the DACH region.
- Ownership category
- akta.pro rank
Where Hob by Horse is headquartered
LocationHeadquarters
- HQ city
- Osnabrück
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Hob by Horse business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Professional Services - Consulting: Digital consulting, strategy development, requirements management, and advisory services. Billed based on actual time spent with monthly interim invoices.
- Professional Services - Implementation: Implementation, development, and customization of e-commerce platforms, websites, and digital solutions. Billed based on actual time spent (tatsächlich angefallenem Aufwand).
- Workshop and Training Services: Impulse workshops, training sessions, and onboarding services. Presentation fees apply for concept development unless otherwise contractually agreed.
- Reimbursable Expenses: Travel costs (€0.35/km by car, 2nd class rail), accommodation, and meal expenses billed separately.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Time & Materials Consulting |
| Other | Pay-as-you-go | Implementation & Development Services |
| Other | One time/ perpetual license | Presentation/Concept Development Fee |
| Unit Pricing | Pay-as-you-go | Travel & Expenses |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Hob by Horse product offering
Product offeringCore offering
Hob by Horse GmbH is a German digital agency delivering end-to-end e-commerce and web development services for enterprise and mid-market brands. Its core offerings revolve around Shopware 6 e-commerce implementation (as a Platinum Partner), TYPO3-based web development, Akeneo PIM consulting and integration, and digital strategy services including UX testing, persona development, and digital marketing conception. Engagements are typically project-based and delivered through time-and-materials billing with monthly interim invoices.
Product overview
Hob by Horse GmbH is a digital agency specializing in e-commerce and web development services. The company operates as a services firm rather than a software product vendor, offering four interconnected service pillars: (1) Shopware 6 E-Commerce Implementation as their primary e-commerce offering, delivered as a Platinum Partner with certified developers and template designers; (2) Web Development & TYPO3 Services for content management and dynamic web solutions; (3) Akeneo PIM Consulting & Implementation for centralized product information management across marketplaces and B2B portals; and (4) Digital Strategy Services including target audience analysis, persona development, UX testing, and digital marketing conception. These services work together to deliver a 360° digital customer experience, with strategy informing e-commerce and web development decisions, and technical implementations enabling the strategic goals.
Differentiator
Problem solved
Functional benefit
Products and services
- Shopware 6 E-Commerce Implementation Services Full-service Shopware 6 e-commerce platform implementation for enterprise and mid-market brands, covering conceptualization, custom template design, plugin development, headless e-commerce architecture, interface programming, and ongoing support. Delivered as a Shopware Platinum Partner with certified developer and template designer credentials.
- Web Development & TYPO3 Services Custom web development services including TYPO3 CMS implementations, dynamic content delivery, automated landing page creation, and API development for scalable, future-proof digital presences across desktop and mobile.
- Akeneo PIM Consulting & Implementation Product Information Management services using Akeneo PIM, including implementation and setup, data migration and integration, modeling and structuring, process automation, training and onboarding, ongoing support, and interface development to centralize product data across channels.
- Digital Strategy Services Strategic consulting services for online shops and e-commerce projects, including target audience analysis, persona development, user stories, usability consulting, UX testing, impulse workshops, requirements management, speaker engagements, process analysis, and digital marketing conception.
Quantifiable outcome
- Usability Award recognition from IDZB for convincing user orientation and outstanding design quality
- +1 more outcomes
Companies that use Hob by Horse
Customer profileNamed customers17 records
Segments4 records
Ideal customer profiles4 records
Hob by Horse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature7 records
Hob by Horse partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopwarecorePlatinum Partner status of Shopware 6 e-commerce platform. Hob by Horse holds certified developer and certified template designer credentials for Shopware 6. Deep integration partnership enabling advanced e-commerce implementations for clients. Services include conception, Shopware implementation, support, headless e-commerce, and interface programming.
Scale indicators3 records
Recent moves6 records
Expansion highlights8 records
Hob by Horse competitors and assessment
Company assessmentDirect peers
- comwrap GmbH: comwrap is a Frankfurt-based digital agency focused on content-driven e-commerce and TYPO3/Shopware implementations. It is comparable in size and service mix to Hob by Horse, serving enterprise brands with strategy, PIM and headless commerce work.
- dkd Internet Service GmbH: dkd is a Frankfurt-based German digital agency specializing in TYPO3, Shopware and custom e-commerce development. It is a direct Shopware agency peer serving enterprise DACH clients with strategy, design and implementation services similar to Hob by Horse.
- Netresearch Gesellschaft für IT & Kommunikation mbH: Netresearch is a German e-commerce and TYPO3 agency with Shopware partnership credentials. It targets similar enterprise and mid-market clients with comparable web, PIM and digital commerce services and competes head-to-head for Shopware 6 projects.
- Elbcity GmbH: Elbcity is a Hamburg-based digital agency with Shopware and TYPO3 expertise, sharing Hob by Horse's northern German footprint. It offers comparable e-commerce, web and PIM implementation services to similar DACH mid-market clients.
- SHOPMACHER GmbH: SHOPMACHER is a Shopware-focused German e-commerce agency with deep Shopware 6 implementation credentials. It is a direct peer for Shopware 6 builds, headless commerce projects and PIM integrations in the DACH mid-market.
- sitegeist GmbH: sitegeist is a Hamburg digital agency specializing in TYPO3, Shopware and e-commerce strategy. It is a direct peer for enterprise Shopware 6 builds in northern Germany, with similar service pillars spanning strategy, design and platform implementation.
Broad incumbents
- valantic GmbH: valantic is a large European digital consulting and solutions provider with a dedicated e-commerce practice covering Shopware and adjacent platforms. It is a broader incumbent competing with Hob by Horse for enterprise digital transformation projects.
- TWT Interactive GmbH: TWT Interactive is a larger Düsseldorf-based German digital agency offering e-commerce, digital strategy and platform implementation. It competes with Hob by Horse for enterprise digital projects but operates with a broader portfolio of services and clients.
- AKQUINET AG: AKQUINET is a Hamburg-based German IT and digital services provider with e-commerce and Shopware capabilities. It is a comparable Hamburg-region peer serving enterprise clients, though it operates at larger scale and a wider service breadth than Hob by Horse.
- diva-e Digital GmbH: diva-e is one of the largest German e-commerce and digital agencies with deep Shopware expertise. It competes with Hob by Horse for mid-market and enterprise Shopware 6 builds, but operates at significantly greater scale across multiple German offices.
Market position
Strengths5 records
Weaknesses3 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hob by Horse social profiles
Digital presenceHob by Horse compliance and trust
Trust signalCompliance3 records
Hob by Horse financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hob by Horse leadership team
Management profileNumber of profiles
Profiles2 records
Hob by Horse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hob by Horse 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 Hob by Horse
What does Hob by Horse do?
Hob by Horse GmbH is a German digital agency delivering end-to-end e-commerce and web development services for enterprise and mid-market brands. Its core offerings revolve around Shopware 6 e-commerce implementation (as a Platinum Partner), TYPO3-based web development, Akeneo PIM consulting and integration, and digital strategy services including UX testing, persona development, and digital marketing conception. Engagements are typically project-based and delivered through time-and-materials billing with monthly interim invoices.
Is Hob by Horse a public or private company?
Hob by Horse is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hob by Horse founded?
Hob by Horse was founded in 2020. It employs 11 to 50 people.
Where is Hob by Horse based?
Hob by Horse is headquartered in Osnabrück, Germany, in the Europe region.
How does Hob by Horse make money?
Four revenue lines are on record. Professional Services - Consulting is the primary driver. The others are professional Services - Implementation, workshop and Training Services and reimbursable Expenses.
Who are Hob by Horse's main competitors?
Direct peers on record are comwrap GmbH, dkd Internet Service GmbH, Netresearch Gesellschaft für IT & Kommunikation mbH, Elbcity GmbH, SHOPMACHER GmbH and sitegeist GmbH. Broad incumbents are valantic GmbH, TWT Interactive GmbH, AKQUINET AG and diva-e Digital GmbH.
Does Hob by Horse have an API?
No public API is recorded for Hob by Horse.