Hailo USA Inc.
As a leading manufacturer of ladders and waste bins, Hailo repeatedly sets benchmarks with pioneering innovations. The company from Haiger now sells its products in over 60 countries worldwide. To further drive internationalization and tap into the important US market, a dedicated Shopware 6 webshop tailored to American needs and offerings was launched.
Development of a US B2C webshop with its own inventory management and warehousing, adapted to cultural and legal specifics.
E‑commerce solution with a custom design and bespoke interfaces to incorporate US regulations and customer requirements.
Clear, streamlined design based on a Shopware 6 shop, with specialized tools for correct taxation at checkout as well as country‑specific payment and shipping options.
INTERNATIONALER E-COMMERCE USA
The US market offers enormous growth potential but presents specific challenges for internationally active companies. Differing customer expectations, cultural nuances, and complex legal and tax frameworks require a marketing and shop strategy that is precisely tailored to the United States.
In particular, pricing, service expectations, product presentation, and the accurate handling of fragmented sales tax structures are critical to achieving acceptance, building trust, and ensuring sustainable success in the market.
Development of an e‑business strategy for the US market
Adaptation of the Hailo shop design for US customers
Integration of a comprehensive sales tax tool
Provision of a Tax Compliance Management System (TCMS)
Integration of US‑specific payment providers and methods
Connection of dedicated systems for inventory management and warehousing
Integration of tracking and shipment monitoring for UPS and FedEx
SHOP SOLUTION FOR THE US MARKET
When rolling out a US online store, a number of framework conditions must be taken into account. Cultural differences, language barriers, legal requirements, as well as logistics, competition, payment processing, and customer service are just some of the key factors. A dedicated marketing strategy developed specifically for Hailo formed the foundation of the American shop solution.
The foundation was a detailed analysis of specific purchase incentives and US‑specific requirements for online stores and the products sold there. In addition, the project focused on core structures such as market and potential assessments, shipping and customs issues, local payment methods, as well as tax and legal specifics.
Shopware 6 is an ideal choice for international e-commerce projects, offering a fully scalable shop system with extensive features, high design flexibility, and granular configuration options. Thanks to its ability to be tailored to diverse requirements, it enables efficient and reliable cross‑border commerce.
Today, simply translating a website is no longer sufficient for many target markets. To tailor the user experience to each customer group, you also need to localize payment methods, shipping options, and store design.
To support this, Shopware provides a sub‑shop feature, which was also used to implement Hailo’s US storefront. This setup allowed the design, product range, domain, and additional administrative settings to be configured completely independently of the German main shop.
Shopware offers a wide range of plugins and interfaces that allow the functionality of an online shop to be expanded in virtually any direction. For Hailo, various plugins were used to connect a dedicated inventory and warehouse management system as well as US‑specific payment and logistics service providers.
Shopware offers a wide range of plugins and interfaces that allow you to extend your online shop’s functionality in virtually any direction. For Hailo, various plugins were used to integrate a dedicated inventory and warehouse management system, as well as US‑specific providers for payment and logistics.
The extremely complex taxation of U.S. e‑commerce— which can vary not only from state to state but even between neighboring districts in the same city—poses major challenges for online retailers.
To make the Hailo shopping experience both user‑friendly and legally compliant, burgdigital developed a dedicated sales‑tax configuration for the shop. As a first step, the sales‑tax compliance provider TaxJar was integrated into Shopware.
Using custom development, the shop now calculates the applicable sales tax dynamically at checkout, based on the customer’s location and the product category—even for mixed shopping carts.
SUCCESSFUL MARKET ENTRY IN U.S. E‑COMMERCE
Hailo is positioning itself in the U.S. market with high‑quality “Made in Germany” products. The US store designed by burgdigital operates independently from the main shop, with its own inventory management and warehousing. Legal requirements and regulatory specifications were handled reliably and with high performance through custom‑developed plugins and interfaces.
FREQUENT QUESTIONS – CLEAR ANSWERS
The US market differs significantly in customer expectations, payment methods, service standards, and legal and tax requirements. A successful shop solution therefore demands rigorous localization of marketing, UX, checkout, and all backend processes.
Simply copying European shop and marketing concepts to the US usually falls short. Different buying motives, competitive landscapes, and market dynamics require a strategy that is specifically tailored to the US market.
Sales tax in the US is not standardized and varies by state, city, and district. Online retailers are required to calculate and remit the correct rates in each case, which makes a technically robust tax integration essential.
In addition to clear market and competitive analysis, success depends on a localized shop architecture, suitable payment and shipping solutions, legally compliant processes, and a marketing strategy tailored to the US market.
FROM PRACTICE TO PERFORMANCE