Integrations · Adobe Commerce & Magento
Turn your European store views into stores that actually sell.
You have store views for the UK, Germany, France, the Netherlands and wherever else you are aiming, with currency handling, customer-specific pricing and a catalogue built to carry real complexity. None of that registers you for tax in those markets, puts stock inside the customs territory your customers live in, or gives you a Responsible Person with a European address. Expandly connects to the install you already run and takes on that side of it, for your trade orders and your direct customers at the same time.
Where we stand with Adobe Commerce
Magento Open Source and Adobe Commerce both
One of our long-supported carts. The connection works the same way on either edition, and on the heavily extended installs that are normal at this end of the market.
Built for complicated catalogues
Attribute-heavy products, deep variation sets, configurable products and multiple store views. Complexity in the catalogue is the reason a lot of brands are on this platform, and it is what our matching logic is designed around.
Trade and direct in one place
Your B2B orders and your consumer orders draw on one pool of stock, picked and packed to different requirements out of the same building.
The gap
A German store view doesn't put stock in Germany
A second store view takes an afternoon. It gives you a German-language storefront, euro pricing and a localised checkout, and the front end looks ready. It does not put stock inside the customs territory your German customer lives in, register you for German VAT, or satisfy the packaging obligations that apply from your first sale there. Those are the parts that decide whether the store view sells anything.
When the platform side is finished and the operational side has not started, the remaining work looks smaller than it is. German VAT registration runs 16 to 20 weeks after a complete submission. Producer responsibility, label review and a Responsible Person appointment sit alongside it. Stock has to move, clear customs and be put away before a single localised page earns you anything.
We take that work as a single job rather than five suppliers, and we do it without touching the platform you have already invested in.
Trade and direct
Two demand streams, one warehouse
Adobe Commerce is one of the few platforms where a brand genuinely runs both sides properly, with company accounts and trade pricing alongside a consumer storefront. Europe makes that harder, because the two streams want different things from a warehouse and both draw on the same stock.
Stream one
Your trade and wholesale orders
European retailers, distributors and marketplace resellers buying in volume, on their own terms, to their own packing requirements.
- Picked to a buyer’s specification, labelled and palletised where required
- Purchase orders, suppliers and goods-in handled in the same system
- Orders raised by phone or email brought in alongside the online ones
- Delivery inside the EU customs territory, so a trade buyer is not clearing your goods
Stream two
Your direct customers
Consumers buying from your store views and from any marketplace you sell on, expecting local delivery speeds and a local returns address.
- Picked, packed and dispatched locally from in-region stock
- Returns to a European address, assessed and restocked or reworked
- Carrier chosen per order against the promise made at checkout
- Consumer tax and product rules handled per market
Underneath both
One stock position, one catalogue and one set of registrations. A trade pallet leaving and a consumer parcel leaving both correct the same central figure, which is what keeps a wholesale order from selling stock your storefront has already promised.
Connecting
Installing it, and what moves afterwards
Adobe Commerce connects by a bridge file placed on your server, so there is no plugin in your extension list and nothing added to your upgrade path. Your developer will find it unremarkable, which is the point.
One file, then verified
An account-specific bridge file goes in your web root alongside the main index file. Install it yourself or give us FTP access, then confirm it by loading a URL on your own domain before anything connects.
Statuses and categories mapped
Your order statuses map one to one onto ours, and your store categories sync in so products keep the structure you already use. Names do not need to match, and mappings stay editable.
Then stock moves, not sales
An order on any channel comes into Expandly, which adjusts stock centrally and pushes the corrected figure to every other channel. Listings are mastered in Expandly and published out, and warehouse movements feed the same figure.
The part worth planning properly is your catalogue. Variation matching across channels depends on attribute names agreeing, so a configurable product whose colour attribute is named one way on your store and another way on a marketplace needs linking rather than merging. On a small catalogue that is a detail. On an attribute-heavy Adobe Commerce catalogue with deep variation sets it is a mapping exercise, and it is the piece we scope first because getting it wrong quietly breaks stock accuracy later.
What we handle
The European operation, off your platform
Registered and filed
VAT registration in every market you sell or hold stock in, with ongoing filing. Producer responsibility registrations, label review before anything prints at volume, and Responsible Person appointment for the EU and separately for the UK.
Stock in region
Inventory at our Netherlands warehouse for EU demand and our UK warehouses for UK demand, keeping the two customs regimes apart. Trade and consumer orders both ship from it, and returns come back to it.
One view across the estate
Store views, marketplaces and trade orders reported side by side, with cost price in the report so you read contribution rather than revenue. Orders, stock and filing deadlines raise alerts before they become problems.
Selling direct in Europe also asks things of the storefront itself: local payment methods, how a discount may be displayed, the German accessibility requirements, statutory returns and the trader information that has to appear with the product. Those land on your theme and your configuration rather than on us, and we go through the split with you and your developer on the review call.
Global Expansion Pathway™
Where your platform sits
Channel work belongs to the Omni-Channel stage of the Global Expansion Pathway™, delivered as the E-commerce Expansion Multiplier™, and inside that stage your own platform comes first. For an Adobe Commerce brand that ordering is usually already true in practice, which is an advantage: the catalogue and the customer relationships exist, so the value of getting the Compliance and Logistics stages right is realised immediately rather than after a build.
Questions
What Adobe Commerce teams ask
Does this add an extension to our install?
No. The connection is a bridge file on the server rather than a Magento extension, so there is nothing new in your extension list, nothing to reconcile at your next upgrade and no change to your deployment process.
We run several store views and websites. Does that work?
Yes, and how your catalogue is organised across them affects how products match to your other channels. Bring the structure to the call, because the mapping decisions are worth making deliberately rather than discovering during onboarding.
Can our B2B customers keep their own pricing and terms?
Those live in Adobe Commerce, where they already work, and nothing about connecting changes them. What we take on is the physical and fiscal side: the stock the order draws on, the pick and pack requirements, the customs position and the tax treatment of a cross-border trade sale.
How long until we are trading?
The connection is quick and the compliance work sets the pace. Netherlands VAT runs three to four weeks, the UK around eleven, Germany 16 to 20 after a complete submission. Catalogue mapping and translation run in parallel while those are in flight.
Find out what your store views actually need behind them
Thirty minutes on your catalogue, your markets and your trade and direct mix. Bring a developer if you want the mapping covered properly.
This page is general guidance and not advice on your brand’s specific position. Connection detail reflects our current integration and may vary with your edition, hosting and existing customisations. Tax, product and producer responsibility rules differ by market and change, so talk to our compliance team about how they apply to your products and markets before you make a filing, a registration or a launch decision.