is a German online marketplace that showcases, sells and services bicycles and e-bikes Customer Story

How simplified its online marketplace with flexible, composable architecture to supercharge growth.

How simplified its online marketplace with flexible, composable architecture to supercharge growth. logo
The leading digital marketplace brings more than 100 specialized dealers online and offers around 5,000 bicycles and e-bikes from over 50 top brands to enthusiastic cyclists. provides a platform for local dealers to reach a broader customer base with high-quality product images, videos, comparisons and detailed test reports. What’s more, local dealers can carry out test rides, purchases, adjustments, personalized on-site services and repairs in the comprehensive network. is a joint venture of BICO Zweirad Marketing GmbH and TEC The Enabling Company, a subsidiary of Hubert Burda Media Holding.
Commerce APIs
Response Time (SLA)
Days for Minimum Viable Product (MVP)
  • B2C
  • Retail
  • New Project
  • EMEA

The Challenge

Creating a minimum viable product (MVP) and launching an online marketplace for bicycles in under 100 days was an ambitious goal for In addition to developing a modern frontend quickly, they needed to connect the various ERP systems of specialized dealers to map and simplify the digital reservation and payment processes.

The Solution

While already benefited from commercetools Composable Commerce for its B2B online shop, the next step was to connect its multi-dealer structure and respective ERP systems within the platform. Thanks to the commercetools API-first solution, the company was able to implement multiple purchase options quickly, such as click & reserve and click & collect. This enabled a future-ready business model to scale product variations.

The headless shop approach and composable architecture provide the flexibility we need in our complex marketplace model. offers 6,000 different bicycle models to the end customer, broken down into 33,000 variants in frame shape, color and size. These are, in turn, offered by more than 150 different dealers for different purchase options (click & reserve, click & collect and purchase & shipping). We are now able to implement the resulting complex combinations in a simple, manageable buy box logic with the help of commercetools.
Georg Wagner

Head of Marketing, BICO Zweirad Marketing GmbH Customer Story

Why it was a success

The MVP launch provided a flexible infrastructure to power the different product combinations available on Implementing composable commerce has led to higher speed conversions and less complexity in managing product information in the backend. At the same time, customers gained the option to configure their dream bikes easily — an appealing customer experience that drives conversions up. 

After a successful MVP launch with the help of systems integrator kernpunkt, integrated a payment service by Unzer into its marketplace to streamline payment for local dealers. In addition, the team at developed a deeper integration into the retailers’ ERP systems for an optimized matching of products, availability and orders, reaping the benefits from the MACH architecture.

On top of backend changes, set up a magazine for biking enthusiasts available on its frontend. Powered by the headless CMS provider Contentful, this component enables the editors at TEC The Enabling Company, a subsidiary of media conglomerate Hubert Burda Media Holding, to create articles and landing pages independently from the IT team. Customer Story

commercetools features for


Profit from recurring payments for stable cash flows, plus higher customer loyalty, without effort.


Customers can shop however they want, online or offline, without any friction.


Developers can retrieve the exact data they want from any source to build customer experiences faster.

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