FIFA fans could hardly believe their eyes: In June 2023, the Ultimate Edition of FIFA 23 was suddenly available in the Epic Games Store in India for less than a dollar – instead of the usual £60.
A simple decimal error in the pricing caused bargain hunters to rejoice – while EA Sports suffered significant damage to its image and heavy losses.
This example illustrates that adaptive pricing in international e-commerce setups is a great opportunity – but it also carries enormous risks.
Even the smallest oversights can have far-reaching consequences when multiple markets, currencies and rules are active at the same time.
The key question is: How can these mistakes be avoided? And how can retailers use Shopware 6 in such a way that localisation becomes a strength rather than a weakness?
Shopware 6: Flexibility for international markets
For many retailers, it is an advantage that Shopware 6 is so consistently focused on localisation and flexible pricing. Products can be maintained on a country-specific basis, prices can be adjusted dynamically and content can be displayed in multiple languages.
A recent Visa study shows that 66 per cent of e-commerce companies see international sales as crucial to long-term success, with cross-border trade already accounting for an average of 31 per cent of sales (source: Visa Global Merchant E-Commerce Study, 2024).
This is exactly where Shopware 6 impresses with comprehensive localisation features – from flexible currencies and languages to separate product ranges for each region.
But it is precisely this flexibility that opens up new sources of error:
- Disparities in stock: A product is still available in the German shop, but has long been out of stock in Austria.
- Cross-channel rules: Discount campaigns are effective in one market but are not implemented in another as planned.
Traditional, manual monitoring often fails here due to the complexity involved – retailers only notice discrepancies when sales slump or customers complain.
Shopware 6 in action: Greater transparency for international retailers
Retailers who use Shopware 6 to serve multiple markets simultaneously quickly reach their limits without automation when it comes to keeping processes consistent across all countries.
This is exactly where specialised monitoring tools such as INTELLIFANT come in. Instead of overloading you with even more tables and evaluations, the system focuses on clear signals.
Automated alerts in Shopware 6 help to mitigate risks. Retailers can identify issues at an early stage, for example:
- if a discount is applied correctly in one market but not in another,
- if a price seems plausible in one currency but appears too low or too high in another,
- or if stocks vary from region to region, leading to overselling.
As soon as a deviation is noticed in your Shopware 6 data – be it a pricing error, a payment method failure or unsynchronised stock – you will receive a prompt alert by email.
The real benefit lies not only in the time saved, but also in the transparency across all markets. Retailers can control their international setups in a targeted manner – without having to constantly deal with uncertainties or expensive outliers.
Conclusion: Clarity in international online retail with Shopware 6 – how it works
Shopware 6 offers a strong technical basis for internationalisation: API-first, Rule Builder and localisation functions create the foundation for adaptive prices and multi-channel setups.
But the more complex a setup becomes, the greater the risk of errors. Combining it with an early warning system such as INTELLIFANT ensures that retailers are not drowned in a flood of data, but are specifically informed as soon as operational deviations occur.
This is how e-commerce will succeed internationally in 2025: locally relevant, globally scalable – and operationally stable.
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