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Client case: Blue Ocean

Unifying shop, content & subscriptions into one platform

Blue Ocean consolidated a historically grown setup of Shopware 5 and TYPO3 into a modern headless architecture — powered by Shopware 6, Nuxt/Vue and Strapi, optimized for SEO, performance and tracking.

Client case: Blue Ocean

  • Customer

    Blue Ocean

  • Website

    https://www.blue-ocean.de

  • Scope

    DevelopmentMigrationHeadless / FrontendCMS (Strapi)Technical SEOTrackingPerformance optimization

The problem

Blue Ocean came to us with a clear goal: modernize and simplify their existing system landscape. At the time, their online presence was spread across multiple separate systems — an older Shopware 5 shop for e-commerce and a separate TYPO3 website for content such as magazines, press articles, subscriptions, sticker cards and more — distributed across two different domains.

This setup had grown historically, but it created several challenges. Users had to switch between domains during their journey, making the customer experience unnecessarily complex. At the same time, requirements like multilingual support, country setups (Germany, Austria, Switzerland) and future extensions were only possible with limited flexibility.

There was also clear technical potential for improvement: the SEO setup was not consistently clean, structured data (schema.org) was only partially implemented, performance was not optimal, and the Core Web Vitals could not reach their full potential. On top of that, both Shopware 5 and TYPO3 were no longer a future-proof foundation — with end-of-life timelines and decreasing support.

The starting point was therefore clearly defined: valuable content and a strong product and subscription model — but spread across multiple systems, with unnecessary complexity for users and limited technical scalability.

Before
Before – desktop 1
Before – desktop 2
Before – desktop 3
Before – desktop 4
Before – desktop 5
Before – desktop 6
Before – desktop 7
Before – desktop 8
Before – desktop 9
Before – desktop 10
Before – desktop 11
Before – desktop 12
Before – desktop 13
Before – desktop 14
Before – desktop 15
Before – desktop 16
Before – desktop 17
Before – desktop 18
Before – mobile 1
Before – mobile 2
Before – mobile 3
Before – mobile 4

The solution

Together with the Blue Ocean team, we made a clear strategic decision: unify all systems, modernize them, and move to a future-proof architecture.

The foundation was the migration from Shopware 5 to Shopware 6. At the same time, we deliberately chose a headless approach with Shopware Frontends. Shopware continues to run as the backend, while the frontend was implemented with Nuxt and Vue — fast, flexible and fully custom.

A key component was consolidating all content. Instead of a separate TYPO3 site, we now use a headless CMS called Strapi, where magazines, press articles, sticker cards and other content can be managed in a structured way. Thanks to the headless setup, everything feels like one cohesive experience — on a single domain, without any breaks.

On top of that, we:

  • designed and built a new experience for homepage, categories, product pages, subscriptions & checkout
  • implemented Blue Ocean’s branding, color concept and visual world consistently
  • rebuilt the full subscription flow
  • integrated an internal advertising system for E2B customers (ad slots across multiple pages)

In addition, we implemented technical SEO, schema.org, performance optimizations, and a complete tracking setup via Google Tag Manager — including cookie consent, Google Analytics and Shopware Analytics.

After
After – desktop homepage
After – desktop navigation
After – desktop category page
After – desktop product detail page
After – desktop stickers & cards
After – desktop press articles
After – desktop subscription
After – desktop off-canvas cart
After – desktop cart
After – desktop checkout
After – desktop checkout registration
After – desktop account registration
After – desktop form
After – mobile homepage

The result

Today, Blue Ocean has a modern, centralized platform that connects shop, content and marketing seamlessly.

The new setup delivers:

  • a significantly simplified customer journey
  • all content and products on one domain
  • faster load times and improved Core Web Vitals
  • clean SEO structures including complete schema.org coverage
  • flexible subscription models and internal advertising options

Shortly after launch, Google Search Console already showed first positive trends: fewer technical issues, better rankings and increasing clicks.

The new technical foundation is especially valuable. Thanks to the headless architecture with Shopware, Nuxt, Vue and Strapi, Blue Ocean is now significantly more flexible. New content, features or business models can be implemented faster — without the constraints of traditional CMS or storefront setups.

The collaboration was intensive, structured and truly collaborative over several months. We’re even more excited to present a shop today that provides a strong foundation for Blue Ocean’s continued growth — technically, visually and strategically.

Do you want to achieve your goals too?

Then arrange an initial meeting with us so we can find out together if we can help you with your project!

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