Christina
How Werkzeugstore24 Scales its Marketplace Business with Channel Pilot Solutions Practical example of Successful Selling on Marketplaces
Many retailers want to grow. However, the greatest growth opportunity today lies not in their own shops, but in selling on marketplaces. Those who are present on multiple platforms achieve greater reach, reduce dependencies, and open up new countries significantly faster. One company that has pursued this path with particular success is Werkzeugstore24. And a crucial lever on this journey was the collaboration with Channel Pilot Pro.
💡 Note:
This blog post is a summary of our joint webinar with Christian Rudolph from Werkzeugstore24 and Viola Trabold from Kaufland Global Marketplace. You can find the entire video here.
From tool dealer to multichannel company
Werkzeugstore24 started in 2004 with a small product range and a lot of manual labor. Today, the company is a professional player in the pro segment – with brands like Bosch Blue, Makita, or Fein. In 2023, a complete strategic realignment followed with the clear goal: Massively expand and profitably scale sales on marketplaces.
The technical basis was first created for this:
- Switch to Shopware 6
- Building a Clearly Structured Data Model
- Focus on clean product data
- Preparing for internationalization
Why Channel Pilot Pro became the decisive growth lever
With the switch to Channel Pilot Pro, Werkzeugstore24 has moved from two channels (Amazon and eBay) to a true multichannel setup. Today, they sell on over 16 marketplaces – Tendency increasing.
Channel Pilot Pro particularly supports this through:
- Central control of all marketplaces
- Automated data processes
- Fast onboarding of new marketplaces
Another reason why selling on marketplaces works so well for Werkzeugstore24: new countries, new platforms, new segments – all of this is possible with just one click.
„You always have a fixed URL with us for your export. From that point on, your product data will be fully automatically exchanged with the marketplace.“
Eike Prien
Senior E-commerce Consultant, Channel Pilot Solutions
A success story: Collaboration with Kaufland Global Marketplace
Kaufland was one of the first marketplaces to go live after the channel pilot connection – and one of the most important. Why? Because Kaufland makes internationalization extremely easy:
- One account – up to seven countries
- Translation service
- Marketing options directly in the Seller Account
Werkzeugstore24 immediately seized this opportunity. With their existing translations, they were able to be among the very first go-live sellers immediately after Kaufland France launched.
This impressively shows how quickly selling on marketplaces can be, if a seller already has a clean database and the right technical infrastructure.
Efficiency Through Data – How Werkzeugstore24 Scales Without Additional Effort
What is particularly striking: The Werkzeugstore24 team consists of just 25 employees – including warehousing, support, purchasing, and management.
Nevertheless, they sell on 16+ marketplaces. Why does that work?
- because processes are automated
- because product data is cleanly structured
- because Channel Pilot Pro takes over routine work
Full control is particularly important here. Which products should be displayed where? With which pricing strategy? Which countries are allowed to receive which items, and which assortments perform best where? The result: Higher profitability, fewer errors, more reach.
„A new channel was no witchcraft. With you, it's really just a short email and the channel is activated.“
Christian Rudolph
Managing Director, Werkzeugstore24
Selling on Marketplaces: A Clear Competitive Advantage for 2025 and Beyond
Werkzeugstore24 is an example of many retailers: Selling on marketplaces is the fastest, lowest-risk, and most scalable growth path in e-commerce.
With Channel Pilot Pro, this path becomes not only possible but also efficient:
- less manual work
- Faster international marketplace launches
- higher data quality
- better visibility
This is exactly why Werkzeugstore24 is no longer just growing through the shop, but through a strong and global marketplace network.
Anyone who wants to grow in 2025 cannot avoid selling on marketplaces.
And anyone who wants to make that smart needs the right infrastructure. Here's the link to the full session as a video:
Christina
Head of Marketing
Christina leads marketing at Channel Pilot Solutions. Her focus is on lead generation and clear brand positioning. To achieve this, she works with her team across key areas such as SEA, SEO/AI Search, Content & Social, Events, as well as CRM and Lead Nurturing. Close coordination with Sales and Product Management is important to her – as is management based on clean KPIs and pragmatic priorities.
In her posts, Christina writes about e-commerce, marketplaces, and strategic developments in digital retail – especially where new technologies and AI are changing the rules of the game. When she's not working or writing, she loves being outdoors in nature.
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