What Marmalade does

Marmalade GmbH is a German eCommerce consulting and implementation agency headquartered in Krefeld with an operational hub in Magdeburg (approximately 400 sqm on the seventh floor, housing ~30 employees across marmalade GmbH and Makaira GmbH). The company was founded in 2001 and operates as a privately held GmbH under managing directors Joscha Krug, Dr. Alexander Brunst, and Friedhelm Tauber, with no external venture funding disclosed. Marmalade is part of the ECOMMERCE ONE group. The firm specializes in strategy consulting, technical conception, implementation, and ongoing optimization of eCommerce platforms for mid-market and enterprise retailers in the DACH region, with primary platform expertise in OXID eShop, Shopify Plus, and Shopware, supplemented by TYPO3/WordPress CMS and Akeneo PIM. Beyond services, Marmalade operates Makaira GmbH as a wholly owned subsidiary producing the proprietary Makaira E-Commerce Marketing Suite, a cloud-based platform offering integrated search, bundle configuration, listing optimization, and headless CMS capabilities, with the Makaira Enterprise Cloud serving as a SPA frontend layer for headless OXID implementations via GraphQL APIs. Revenue is generated through a mix of professional services (strategy, implementation, ongoing operations) and the recurring Makaira subscription product, with custom project-based pricing and multi-year contracts; named clients include Sport Conrad (since 2015, outdoor goods with 100,000+ products), allnatura (since 2019, furniture/natural wood), Ludwig von Kapff (wine, subsidiary of Rotkäppchen-Mumm), and Taschen Verlag.

Name

Marmalade

Legal name

marmalade GmbH

Website

https://marmalade.de

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Marmalade is a German eCommerce agency and software firm that provides strategy, implementation, and ongoing optimization services for DACH mid-market and enterprise retailers across OXID, Shopify Plus, and Shopware, supported by its proprietary Makaira marketing suite.

Ownership category

akta.pro rank

Product category

eCommerce Consulting and Implementation Services

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Management Services (8741)

akta.pro primary industry

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

Keywords

• ECommerce consulting
• Online shop development
• Headless commerce
• Digital marketing platform
• Product information management

Headquarters

HQ city

Magdeburg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. eCommerce Consulting & Strategy Services: Strategic consulting for eCommerce, including strategy development, KPI analysis, and monitoring. Long-term advisory relationship model with clients.
2. Technical Implementation & Development: Custom eCommerce platform implementation, technical conception, and ongoing development services. Includes setup, pattern library creation, frontend development, and integration with backend systems.
3. Makaira E-Commerce Marketing Suite (Proprietary Product): Proprietary SaaS marketing suite licensed to eCommerce clients. Part of the marmalade Group product portfolio.
4. Shop Operations & Optimization: Ongoing shop operations support, legal compliance updates, market adjustments, search improvements via Elasticsearch, performance optimization, and SEO.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

marmalade GmbH is a German eCommerce agency that provides strategy consulting, technical implementation, and ongoing optimization of online shops built on platforms such as OXID eShop, Shopify Plus, Shopware, TYPO3, and WordPress. The firm also develops and licenses its own proprietary Makaira E-Commerce Marketing Suite, a cloud-based marketing, search, bundle-configuration, and headless CMS platform for online retailers. Services span planning, building, running, and continuously optimizing eCommerce operations for mid-market and enterprise retailers in the DACH region.

Product overview

Marmalade is an eCommerce agency offering a portfolio of services built around their proprietary Makaira E-Commerce Marketing Suite. The core offering combines strategy consulting, technical implementation of multiple eCommerce platforms (OXID eShop, Shopify Plus, Shopware, Akeneo PIM), and specialized services in Headless eCommerce architecture. Makaira serves as the marketing platform powering features like intelligent search, bundle configurations, and headless CMS for landingpage creation. The company provides end-to-end services from planning and building to running and optimizing online shops.

Differentiator

Problem solved

Functional benefit

Brands

• Makaira: E-Commerce Marketing Suite - a proprietary product of the marmalade Group that simplifies online marketing for online shops, offering features for product search, personalization, and landing page management.

Products and services

• Makaira E-Commerce Marketing Suite Proprietary cloud-based marketing and search platform licensed to eCommerce retailers. Offers module-based features including intelligent search, bundle configuration, listing optimization, and headless CMS capabilities for creating landingpages without programming effort. Developed by Makaira GmbH, part of the marmalade Group.
• OXID eShop Implementation Services End-to-end OXID eShop implementation, customization, and headless architecture services for retailers seeking a DACH-focused eCommerce platform. Includes frontend development, integration with backend systems, and ongoing development.
• Shopify Plus Implementation Services Enterprise Shopify Plus implementation services for brands seeking to scale on SaaS-based eCommerce. Covers process optimization, system integrations, and complex enterprise setups for DACH retailers.
• Akeneo PIM Integration Services Implementation and integration of Akeneo Product Information Management (PIM) to improve product data quality, centralize catalog management, and accelerate information sharing across sales channels for retailers with large product catalogs.
• Headless eCommerce Consulting Strategic consulting and technical implementation of headless eCommerce architectures that separate shop design (frontend) from system logic (backend). Enables retailers to modernize legacy systems step-by-step using GraphQL APIs rather than full rebuilds.
• eCommerce Strategy Consulting Strategic consulting services for eCommerce, including eCommerce strategy development, KPI analysis, and ongoing monitoring. Oriented around customer needs, competitive positioning, and digitalization factors to drive long-term online shop profitability.
• Shop Operations and Performance Optimization Ongoing managed services covering shop operations, legal compliance updates, market adjustments, search improvements based on Elasticsearch, performance optimization, and SEO to maximize sales for existing online shops.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• Makaira GmbHcoreStrategic or Co-development PartnerMakaira GmbH is part of the marmalade Group and develops the proprietary Makaira E-Commerce Marketing Suite. Both companies share the Magdeburg office (30 employees total across both entities). Makaira serves as the technology product arm while marmalade provides implementation services.
• OXID eSalescoreTechnology or IntegrationOXID eSales is the primary eCommerce platform partner. Marmalade holds the OXID Business Seal (certified partner status) and specializes in OXID implementations, headless OXID architectures, and ongoing OXID development. Key reference clients include Sport Conrad (OXID eSales EE) and allnatura.
• ShopwarecoreTechnology or IntegrationOfficial Shopware Solution Partner. Marmalade implements Shopware platforms for clients, with emphasis on Shopware's templating capabilities and easy landingpage creation.
• Shopify PlusmajorTechnology or IntegrationMarmalade increasingly implements Shopify Plus for enterprise clients. They highlight Shopify's SaaS model, high performance, scalability, and ease of use. Their enterprise team specializes in complex Shopify Plus implementations with integration to ERP, logistics, and payment systems.
• AkeneomajorTechnology or IntegrationMarmalade has implemented Akeneo PIM for clients (e.g., Taschen Verlag). They are an Akeneo Bronze Partner. Akeneo serves as the Product Information Management foundation for successful eCommerce in their projects.
• ECOMMERCE ONEminorStrategic or Co-development PartnerMarmalade is listed as 'Ein Unternehmen der ECOMMERCE ONE' (A company of ECOMMERCE ONE), indicating it is part of or affiliated with the ECOMMERCE ONE group.
• Rotkäppchen-Mumm Sektkellereien GmbHminorOthersParent company of Ludwig von Kapff GmbH, one of marmalade's clients. Ludwig von Kapff is a subsidiary focused on premium wine retail.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• AOE: AOE is a DACH-based digital and eCommerce agency with comparable services across enterprise platform implementation, headless commerce, and digital transformation. Both firms target enterprise retailers with complex multi-platform eCommerce needs, making AOE a directly comparable DACH eCommerce agency peer.
• Netresearch: Netresearch is a German eCommerce agency specializing in OXID, Shopware, and TYPO3 implementations for mid-market and enterprise retailers. It competes head-to-head with Marmalade for OXID/Shopware projects in DACH and serves similar client profiles.
• dmc group: dmc group is a German digital commerce consultancy delivering eCommerce strategy, platform implementation, and operations support. It competes with Marmalade for mid-market and enterprise DACH eCommerce engagements across major platforms.
• neofonie: neofonie is a Berlin-based digital agency offering eCommerce, content management, and search technologies for enterprise clients. It overlaps directly with Marmalade on enterprise eCommerce consulting, search technology, and CMS-driven commerce implementations.
• LIGANOVA: LIGANOVA is a German brand and commerce consultancy serving premium and enterprise retailers with brand-driven digital commerce solutions. It is comparable to Marmalade in DACH enterprise client base and full-stack commerce service offering, with stronger brand-strategy emphasis.

Broad incumbents

• valantic: valantic is a much larger European digital transformation and eCommerce consultancy covering strategy, technology, and operations across multiple verticals. As a broader incumbent, it overlaps with Marmalade's enterprise eCommerce services but operates at significantly greater scale and across geographies.
• Arvato (Bertelsmann): Arvato is Bertelsmann's global digital services and eCommerce arm offering platform implementation, customer experience, and supply chain services. It is a broad incumbent competing for the same enterprise retail clients that Marmalade targets, but at much larger scale and with bundled logistics capabilities.

Others

• commercetools: commercetools is a leading headless commerce platform provider used in many DACH enterprise builds. It is an ecosystem counterpart to Marmalade — Marmalade implements and integrates solutions like commercetools for clients rather than competing head-to-head, but they share the headless commerce conversation.
• OXID eSales: OXID eSales is the eCommerce platform vendor with which Marmalade holds Business Seal partner status. OXID is a core platform Marmalade implements, making it a critical technology partner/ecosystem peer rather than a direct competitor.
• Shopware AG: Shopware is a major DACH eCommerce platform vendor with which Marmalade is a Solution Partner. It sits in the Marmalade ecosystem as a technology partner whose platform Marmalade implements and extends, not a direct competitor.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/marmalade_web

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Marmalade