Strategy and platform choice
Markets, customers, catalogue and budget first, then the platform that fits them.
B2C stores built on your product data.
Online stores for manufacturers and brands, fed from your PIM and ERP, from launch to growth.
When a brand sells direct
A consumer store needs the same data as every other channel.
Shoppers expect complete product pages, a fast checkout and delivery they can track. Most store problems start earlier, in the data and the systems behind the store.
- Product content is copied into the store by hand, so it is late or out of date.
- Variants, sizes and colours are hard to show and hard to filter.
- You sell in several countries, languages and currencies from one catalogue.
- Your own store has to work alongside distributors and marketplaces.
- Every change to the current store is slow or expensive.
Our store work in numbers
70+ implementations, from PIM to store.
Figures from our own projects.
- 70+PIM and e-commerce implementations
- 10M+SKUs in our clients' systems
- 300+projects delivered
- 2010operating since
- 35+PIM implementations
- 30+experts and consultants
- Shopware, Medusa and VTEXwe implement B2C stores on all three
- Pimcore Platinum Partnerone of two Platinum partners in Poland
Sources: LemonMind, November 2026
Where it sits
One catalogue behind your store and marketplaces.
The PIM feeds the store with complete product pages in every language. ERP adds prices and stock and gets the orders back.
Sources
ERP
item codes, prices, stock
Photos and files
images, videos, manuals
into the PIM
Product data
PIM
Pimcore, Akeneo or Ergonode: one source of product content
- descriptions
- variants
- images
- translations
content
Sales
Online store
Shopware, Medusa or VTEX: catalogue, cart, checkout
prices and stock from ERP, orders back to ERP
sold in
Channels
- Your store
- Marketplaces
- Distributors
- AI agents
orders back to ERP
prices and stock from ERP
Compare
Which platform for your B2C store?
There is no single best platform. It depends on your catalogue, markets and how much control you want over code and hosting. All three can take product data from the same PIM; more on VTEX.
| Criterion | Shopware | Medusa | VTEX |
|---|---|---|---|
| Model | Open-source core with paid editions; your servers or the Shopware cloud | Open-source headless framework (MIT), on your servers or Medusa Cloud | SaaS; one version for all customers |
| Best for | Brands that want a ready store with rich content pages | Teams that want their own storefront and checkout logic | B2C, B2B, marketplace and physical stores on one platform |
| Storefront | Built-in storefront or headless | Built separately, for example in Next.js | Ready components or headless |
| Cost model | Free Community Edition; paid editions by plan | No licence fee; hosting and development | Fixed fee plus a share of sales value (GMV) |
Based on public vendor information as of November 2026. More in which platform to choose for an online store.
Shopware, Medusa or VTEX?
30 minutes, no obligation. We look at your catalogue, markets and budget and tell you which platform fits.
Scope
What a B2C store project covers.
Catalogue and product pages
Categories, variants, filters, photos and descriptions fed from your PIM, in every language.
Checkout, payments and delivery
Cart, payment providers, couriers and returns set up for each market.
ERP and marketplace integrations
Prices, stock and orders in sync with ERP, products sent to marketplaces.
Migration from your current store
Products, customers and orders moved, with redirects for old URLs to keep search traffic.
Maintenance and growth
Updates, security, performance and new features, see maintenance and infrastructure.
How the project runs
From the first workshop to a growing store.
- 01
Discovery and strategy
Customers, markets, catalogue, systems and how success is measured.
ResultA store concept and a platform choice. - 02
Design and prototype
Purchase paths, product pages and checkout, tested as a clickable prototype.
ResultApproved user journeys and design. - 03
Build and integrations
We build the store and connect the PIM, ERP, payments and delivery.
ResultA tested store with real data. - 04
Launch and growth
Launch in every market, then updates, performance work and new features.
ResultA live store and a plan for growth.
Case studies
Stores that sell from one source of data.
International e-commerce
Cumulus
An international online store for an outdoor brand, with a down sleeping bag configurator and ERP integration, launched in all markets at once.
Read case study
Subscription e-commerce
Learnetic
A subscription sales platform for Learnetic's educational products, with a price list in Pimcore and automatic access on the e-learning platform.
Read case study
European e-commerce
VTS Group
An online shop for an HVAC manufacturer, integrated with ERP and a courier system, taking orders across Europe in four languages.
Read case study
Product websites and shop
Flowair
A website and online shop for the Slim air curtain and a dedicated website for the Rooftop Cube, both built on Pimcore for an HVAC manufacturer.
Read case studyFAQ
Questions about B2C e-commerce.
What is the difference between B2C and B2B e-commerce?
B2C sells to consumers: one price list, a short checkout and online payments. B2B sells to companies, with buyer accounts, individual prices, quotes and approvals. Many manufacturers need both on the same product data; see B2B e-commerce.
Which platforms do you implement for B2C stores?
Shopware, Medusa and VTEX. We recommend one after a short analysis of your catalogue, markets, systems and budget. More in which platform to choose, part 2.
Do we need a PIM for a B2C store?
Not always. With a small catalogue and one market the store admin is enough. With many variants, languages or channels, a PIM should feed the store so every channel shows the same data.
Should a manufacturer open its own online store?
It can, if prices and service are planned so the store works alongside distributors. More in should a manufacturing company launch its own online store? and your own store and your distributors.
Can customers configure products in the store?
Yes. For Cumulus, LemonMind built a configurator for down sleeping bags inside the online store. See configurators and CPQ.
Can you move our current store to a new platform?
Yes. We move products, customers and orders, and set redirects for old URLs so search traffic is kept.
Do you maintain the store after launch?
Yes: updates, security, performance and hosting on Google Cloud, Azure or AWS. See maintenance and infrastructure.
How much does an online store cost?
It depends on the platform, the number of products, markets and integrations, and the quality of product data. We estimate it after a short analysis of your catalogue and systems.
Olgierd MrozikCEO, LemonMind
Start with your store
Let's look at your store and your catalogue.
In a free 30-minute call we look at your products, markets and systems and suggest the first step: a platform choice, a migration or a new store.
30 minutes. Google Calendar opens in a new tab.
- 2010 founded
- 300+ projects
- 70+ PIM and e-commerce implementations