Establishment of a powerful shop system for E/D/E distributors

With SHOPcloud360 powered by Intershop, Einkaufsbüro Deutscher Eisenhändler sets new standards.


With the digital shop platform SHOPcloud360, E/D/E offers an additional service element for e-commerce in the production connection trade (PVH). As an excellently scalable platform solution, the shop fits perfectly into the network landscape and is in line with the idea of bundling forces in PVH.

E/D/E (Einkaufsbüro Deutscher Eisenhändler GmbH) is Europe’s leading purchasing and marketing association with around 960 affiliated SME trading companies in the field of industrial B2B business and some 230 further retailers. These companies trade in tools, machinery and factory equipment, building fittings, building components, sanitation and heating, steel, fastening systems, welding technology, safety engineering, industrial engineering and PPE products. The majority of these member companies mainly supply commercial customers from industry, skilled crafts and trades and local authorities. The E/D/E Group also includes the subsidiaries ETRIS Bank GmbH, Toolineo GmbH & Co. KG, EDE International AG, ESH Euro Stahl-Handel GmbH & Co. KG, e + h Services AG, ZEDEV Einkauf und Service AG, eDC Haustechnik-Daten GmbH & Co. KG, DELCREDIT España S.A., DELCREDIT France S.A.S., PVH FUTURE LAB GmbH and EURO-DIY GmbH & Co. KG.
E/D/E Wholesale


Associated members

0 billion

Almost 10 billion euros trading volume in 2022



The challenge
  • Development of a central platform on which E/D/E members operate their own distributor shops.
  • Connection and networking of numerous systems (various ERP systems of distributors, PIM systems, order platforms, etc.) via the Intershop Integration Hub.
  • Setup of the latest Intershop version ICM 11 – one of the E/D/E members is the first distributor worldwide to go live with this version of the shop operating system.
  • Parallel to product development, the first distributors are already being brought onto the shop platform so that valuable user feedback can be used quickly for further product development. This means that the operation and development of SHOPcloud360 must be driven forward in parallel.
The result
  • First go-live in September 2023 with the distributor shop of E/D/E member Ullner und Ullner (MVP approach). The shop is currently being tested on selected end customers from craft and industry.
  • Standardized processes for efficient onboarding of additional distributor shops on SHOPcloud360 have been established between E/D/E and Intershop.
  • Implementation of the first expansion stage of SHOPcloud360 will start at the beginning of 2024.
"By combining Intershop's leading shop technology with our in-depth industry knowledge, we have created an e-commerce solution that strengthens the medium-sized PVH's competitive position."
Dr. Kai Wille Programm Director Digital Services E/D/E
Want to know more about topics mentioned? B2B Wholesale

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Peter Dietrich
Our specialist Peter Dietrich Vice President Sales DACH Phone