Shopware B2B Store Redesign and Custom Plugin Development for Fergo Shop

User-Centric Storefront Redesign

FERGO’s previous site featured a deep, complex product hierarchy that required users to make multiple clicks to find specific valve variants. For a professional engineer, it wastes billable time. The problem worsened for procurement teams and project managers who need technical drawings for tenders or RFQs. When these assets are difficult to find, users turn to competitors whose data is just one click away.

To solve this, BelVG rebuilt the storefront with a “utility-first” philosophy, transforming the site into a functional tool for the B2B sector:

• Streamlined navigation. We implemented a three-level JavaScript mega menu. It allows users to bypass several layers of the 25,000-item catalog and jump directly to specific component categories.
• Search and filter precision. We integrated and configured Doofinder to provide instantaneous, technically accurate search results. Advanced filters on category pages further allow buyers to narrow down thousands of items by specific industrial parameters in seconds.

• Technical data hubs. Product pages were redesigned to act as comprehensive resource centers. Beyond expanded descriptions, we integrated 3D models and technical drawings, providing an immediate visual breakdown of complex parts.
• Document accessibility. We enabled direct, one-click downloads for multilingual technical PDFs and schematics. It ensures procurement officers have the necessary documentation for project approvals without needing to contact support.
• Conversion continuity. For non-standard or out-of-stock items, we added strategic contact blocks and related product sections. Thus, even if a specific part isn’t immediately available, the user is provided with a path to a custom quote or a suitable alternative.

The result: By reducing time-to-product and providing technical data without friction, FERGO saw nearly a third more orders and a significant improvement in user retention among their B2B client base.

Performance and Core Web Vitals Improvements for B2B Store

One of FERGO’s main goals was to improve Core Web Vitals to ensure faster, more stable page performance. The team used PageSpeed Insights to assess page load speed, interactivity, and visual stability. Based on this analysis, we identified the main performance issues and addressed them step by step:

• Installed a plugin that converts PNG and JPEG images to WebP, which reduced file sizes without manual effort.
• Implemented lazy loading for images below the fold, which improved initial load time.
• Added correct width and height attributes to all images, which prevented layout shifts during page load.
• Adjusted layouts and templates that slowed down rendering, which improved overall responsiveness.

These improvements led to faster load times, smoother interaction, and a more stable visual experience across the site.

Technical SEO and Industrial Engineering Visibility

In B2B industrial commerce, organic search works differently. Procurement managers and engineers search for specific part numbers, DIN standards, or material specifications rather than broad category terms.

When a store with 25,000+ SKUs has a weak technical foundation, search engines struggle to index long-tail queries, and high-intent buyers never find the products they need.

To ensure FERGO’s valves and accessories remained visible to professional buyers, BelVG implemented a technical SEO strategy focused on crawl equity and indexation accuracy:

• Installed a redirects plugin to maintain SEO-friendly URL structures when addresses change, preventing link equity loss.
• Corrected canonical tags for paginated listing pages to avoid duplicate content across page 2, 3, and beyond.

• Updated robots.txt to block low-value URLs from being crawled. These pages included account pages, filter parameters, and search queries.
• Fixed sitemap generation to include all important URLs, enabling search engines to discover and index pages correctly.
• Implemented 301 redirects to unify uppercase and lowercase domain versions, resolving a duplicate content issue.
• Rebuilt the FAQ into dynamic blocks, which added a further SEO benefit, as individual Q&A pairs are now indexable as structured content.

These refinements stabilized FERGO’s organic search performance and improved the rankings for specific technical terms.

Google Merchant Center Setup

FERGO sells products with multiple variants, such as different sizes and configurations, within the same product family. Without proper feed configuration, each variant appears as a separate, unrelated listing in Google Shopping, which reduces visibility and makes comparison harder for buyers.

The team configured the Google Merchant Center feed using a purchased Shopware plugin. It groups variants under a shared identifier so all options for a given product appear as a single result with selectable attributes. Each variant carries its own size, price, and image data, making it straightforward for buyers to find and compare the right option directly from the search results page.

Google Consent Mode V2

FERGO operates across European markets, where privacy regulations require explicit user consent before marketing tracking can activate. The team reworked the cookie consent setup to meet these requirements without creating unnecessary friction for users.

We updated the banner to present cookie preferences and an “Allow all” option on the first view. The Google Consent Mode V2 plugin was integrated with FERGO’s marketing setup via Google Tag Manager. It ensures that the company collects tracking data correctly and in line with current EU requirements.