Case Study: GO IN achieves a high-performance, user-friendly B2B shop handling millions of variants with Shopware

GO IN - Customer Case Study

GO IN, a Bavarian contract- and catering-furniture manufacturer with 40+ years’ experience, faced the challenge of relaunching its online B2B shop to handle extreme product complexity — roughly 650 base items, 15 wood options, 270 materials and in total millions of possible variants (GO IN offers 6,500 standard items and single-seat models with over a million versions). To meet a demanding 80‑page requirements list and modern B2B needs (merchant portal MyGoin, configurator, 3D data downloads), GO IN selected Shopware (Shopware Enterprise) as the platform for the relaunch.

Using Shopware (with implementation partner dasistweb), the team built a real‑time configurator with on‑the‑fly image generation and structural integrity checks, integrated Elasticsearch to offload MySQL and implemented lazy loading to keep pages performant. The result was a high‑performing, user‑focused B2B shop able to serve architects, dealers and hospitality clients, with measurable benefits in responsiveness and scalability — and recognition as the “Best B2B” online shop in the 2015 Shop Usability Awards.

GO IN

Stefan Leonhardt

Head of Sales and Marketing