From online shop to customer-focused platform
Etribes is modernizing the technological basis of zooplus. We implemented the end-to-end development of a new brand shop platform (frontend & backend). In addition, we are responsible for implementing company-wide system components: from the Customer Data Platform (CDP) and marketing automation to the technical marketplace architecture for the overall business. This is how we combine powerful tech infrastructure with a modern brand experience.
zooplus — rethinking design & technology
As a strong partner, we are taking the zooplus system landscape to the next level. The focus is on the end-to-end development of a new brand shop platform: We are responsible for the complete technical implementation from frontend to backend. At the same time, we are integrating company-wide high-end technologies for marketing automation (Braze) and data management (Tealium) to technically unlock true personalization. At the same time, we manage the complex architecture integration for the marketplace business (Mirakl). The result is a robust, scalable platform that we modernize on the fly.
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zooplus grew strongly — but the front end consisted of a historically developed landscape with several separately developed React apps. When page changes occurred, many parts were reloaded: This slowed down speed, created inconsistencies in the experience and made innovations complex. Dozens of services were running in parallel on the backend to keep the shop running, while important data was spread across many silos.
We start with a uniform app shell architecture for all customer-related areas and implement it consistently: We implement a complete brand shop platform (frontend & backend) for a smooth, seamless shop experience. At the same time, we are establishing an internationally rolled out data and campaign base that enables marketing to use customer data sustainably and effectively.
Our contribution — from target architecture to implementation
Unified Frontend Architecture & App Shells:
In order to massively reduce loading times and development costs, we have replaced the monolithic structure with a modern React app shell architecture. Using Build-Time Composition and Server-Side Rendering (SSR), we optimize Core Web Vitals and SEO. At the same time, an intelligent ConText sharing for clean data management between teams — completely without legacy hacks
Develop a brand shop platform:
We implement the end-to-end development of a completely new shop instance. In doing so, we combine a powerful backend with a modern front end to create a seamless user experience. We integrate all core services, from complex product data logic to order management and payment, into a stable overall architecture that ensures long-term performance and scalability.
Enable personalization:
As a CDP, we rely on Tealium; it receives the most important signals from the shop and backend so that marketing can go online quickly and scale internationally. Braze is being introduced as marketing automation; selection and integration are also up to us. Lightweight integration services based on JavaScript connect customer actions in the shop with campaign use cases — for triggers, reminders, and testable journeys.
Marketplace architecture & integration:
In architecture, we form the technological bridge between the established legacy landscape and the new Mirakl logic. We identify cross-system data flows, resolve complex dependencies and define the target image for clean data storage. In this way, we ensure that the new platform architecture is performant and scalable despite heterogeneous legacy systems.
Marketplace architecture & integration:
In architecture, we form the technological bridge between the established legacy landscape and the new Mirakl logic. We identify cross-system data flows, resolve complex dependencies and define the target image for clean data storage. In this way, we ensure that the new platform architecture is performant and scalable despite heterogeneous legacy systems.
Implementation & collaboration
Program with milestones: Clear roadmap, synchronized across all disciplines. We precisely coordinate product, engineering, data and marketing to achieve goals on time.
Co-Delivery & Enablement: Etribes not only provides advice, we deliver code. We work deeply integrated into the teams, assume technical responsibility and ensure a sustainable handover through training.
Secure migration in live mode: Step-by-step rollouts and continuous monitoring instead of risky big bang. In this way, we guarantee that conversion and performance remain stable even during modernization.
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