Shopify and Magento 2 eCommerce development in Pisa, Tuscany
HT&T Consulting is a digital agency based in Pontedera, in the province of Pisa.
For over 25 years, we have designed and developed eCommerce projects on Shopify / Shopify Plus and Magento 2 / Adobe Commerce for companies in Tuscany, Italy and Europe, from concept to go-live, with continuous development, SEO and growth.
“From zero to hero” success cases in Italy and Europe.
25+ years · Shopify & Magento 2 · Zero → Hero · Pisa · Tuscany · EU projects
What is eCommerce development on Shopify or Magento 2?
eCommerce development on Shopify / Shopify Plus or Magento 2 (Adobe Commerce) consists of designing, building and optimizing a scalable online store, integrated with business systems (ERP, PIM, CRM) and focused on conversion, performance and international growth.
The choice between Shopify and Magento depends on the complexity of the business model, B2B/B2C needs, mission-critical integrations, time-to-market and total cost of ownership (TCO).
Why HT&T: clear goals, clean execution, numbers on the table
We do not promise magic: we bring process, craft and measurement. We define realistic KPIs, release in sprints
and reduce time-to-value. From the first workshop to go-live, we take care of UX/CRO, tracking and scalability.
Our history is made of projects that move from zero to solid results, with attention to maintainability and total cost.
End-to-end services: from idea to growth
- Discovery & TCO: requirements, priorities, roadmap and effort/cost estimation.
- UX/UI & CRO: architecture, wireframes, visual design and A/B testing on key pages.
- Setup and development: custom themes, apps/modules, headless if needed.
- Integrations: ERP, PIM, DAM, WMS, CRM, payments, tax, marketplace.
- SEO & content: intent research, editorial plans, schema markup.
- Analytics & privacy: measurement, dashboards, consent and compliance.
- Go-live & SRE: performance, resilience, runbooks and growth plans.
- Continuous development: quarterly backlog, continuous optimizations.
Key data on eCommerce in Europe
Integration between eCommerce systems and management systems is now a competitive factor, not an optional improvement.
Why choose Shopify or Shopify Plus for a D2C eCommerce?
Ideal for multi-country D2C and rapid rollouts. We offer high-performing themes, Checkout Extensibility,
selected apps, B2B on Plus and event-driven integrations. We leverage the ecosystem to shorten releases and
keep costs predictable.
- Market setup, currencies, payment methods, taxation.
- Technical SEO on themes & content; rich results and schema.org.
- Storefront API / Hydrogen if headless is needed.
- Clean tracking and performance audits (CWV).
With the most recent releases, Shopify Plus natively integrates advanced B2B features, multi-level market management, extensible checkout through Checkout Extensibility and automation tools for catalogs, pricing and operational flows.
On the front of AI applied to eCommerce, Shopify has opened integration with generative models and conversational agents, making APIs and tools available that enable connection with systems such as ChatGPT to enable agentic eCommerce experiences: semantic search, purchase assistance, product configuration and guided customer journeys.
For multi-country D2C brands that want to scale in Europe while maintaining centralized governance, predictable costs and release speed, Shopify Plus is now one of the fastest solutions to bring to maturity.
“Time-to-market and scalability are now decisive factors in the success of an international eCommerce project.”
EU eCommerce Trends 2026
When is Magento 2 (Adobe Commerce) the most solid choice?
A sensible choice for complex B2B, articulated catalogs and specific processes. We are comfortable with custom modules,
approval workflows, multiple price lists, RFQs and governance on environments and security.
- Composable architectures, custom modules, API first.
- Robust integrations with ERP/PIM/WMS and legacy systems.
- Performance, caching and security hardening.
- Evolutionary roadmap and continuous regression testing.
Adobe Commerce (Magento 2) remains a solid choice in enterprise contexts
with needs for advanced dynamic pricing, multi-level approval workflows,
complex catalogs and deep integrations with legacy systems.
The Adobe Commerce Cloud version offers managed infrastructure,
security tools, automatic scalability and integrated enterprise services,
positioning itself as a structured alternative to Shopify Plus in high-complexity projects.
It is particularly suitable when the data model, business logic or B2B processes
require non-negotiable application and server-side control.
“In digital B2B, process complexity matters more than the platform.”
Observations on enterprise eCommerce projects
When to choose what (quick guidelines)
Scenario A — D2C growing across multiple countries
Shopify for time-to-market, lean governance, apps and optimized checkout.
Scenario B — B2B with custom processes and roles
Magento for freedom in data model, pricing and complex approvals.
Scenario C — Mission-critical integrations
It depends on the degree of non-negotiable server-side custom requirements and compliance needs.
Integrations, SEO & performance: what drives growth
We bring to production solid connectors towards ERP, PIM, DAM, WMS, CRM, marketplaces and payment systems.
Our activity of SEO
works on technical aspects, content and authority, with particular attention to local and national visibility. We use operational dashboards to monitor conversion rate, CWV, cart/checkout falloff and margins.
The goal is not “more pages”, but more revenue and better margins.
Agency in Tuscany (Pisa), projects across Italy and Europe
We are in Pisa — Pontedera — in the heart of Tuscany. Proximity to industrial districts allows us to
work side by side with SMEs and brands; our organization allows us to manage
national and international (EU) rollouts effectively.
If you are looking for an eCommerce partner in Italy able to speak the language of businesses,
you are in the right place.
Case studies: from “zero to hero” on Shopify & Magento 2
25+ years of eCommerce projects in Italy and Europe. Here are three typical (anonymized) examples with
impact on organic revenue, conversion rate and B2B operations.
Fashion · D2C · Shopify Plus
Replatforming & multicountry scale-up
- +48% organic revenue in 9 months
- +0.7 pt conversion rate
- 12 weeks to go-live (MVP)
From custom CMS to Shopify Plus: optimized catalog, local checkout for
IT/FR/DE/ES, PSP integration and retail media. “MVP → scale-up” roadmap.
Furniture · B2B · Magento 2
Dealer portal with approval workflows
- -35% average order time
- -28% pricing errors
- ERP & PIM integrated
Magento 2 (Adobe Commerce) with RFQ, roles/permissions, multiple price lists,
approvals and real-time stock/order synchronization.
Food & Beverage · EU · Shopify
Headless content + multilingual checkout
- +22% AOV with dynamic bundles
- +41% organic traffic
- 4 languages & 6 EU markets
Headless stack with content hub, Shopify storefront API and localized promotional bundles.
Privacy-safe tracking and growth dashboards.
We are an eCommerce agency in Tuscany (Pisa · Florence), active on projects in
Italy (Milan, Rome, Turin, Bologna) and Europe. We work in Italian and English
with mixed marketing + IT teams, on-site and remote.
How artificial intelligence is transforming eCommerce development
eCommerce is not just platform and checkout: it is structural integration with artificial intelligence systems.
Technical design must include semantic search engines, dynamic recommendations, real-time personalization and predictive models applied to pricing, stock and customer journey.
It is not about “adding a chatbot”, but about building an architecture capable of interacting with generative models, recommendation systems and advanced marketing automation tools.
We design stacks compatible with:
- Generative search and AI panels (AI Overview, answer engines)
- Recommendation engines based on behavior and CRM data
- Dynamic pricing and predictive margin models
- Advanced marketing automation with algorithmic segmentation
- Agentic eCommerce (conversational assistants connected to the shop via API)
The goal is not automation for its own sake, but to increase conversion, AOV and retention while maintaining control over data, security and governance.
eCommerce must be not only fast, but also interpretable and citable by AI engines.
HT&T Consulting
FAQ
Do you build both Shopify and Magento 2?
The choice depends on goals, complexity and TCO.
Can you manage projects end-to-end?
continuous development with quarterly backlog.
Do you have experience with advanced B2B?
On Shopify Plus we enable native B2B with lean governance.
Do you handle migrations or replatforming?
for a smooth transition.
How long does it take to go live?
incremental and measurable releases.
Can you integrate ERP, PIM, DAM and legacy systems?
and legacy systems, ensuring resilience, data consistency and security.
How do you handle SEO and performance (Core Web Vitals)?
CWV monitoring and A/B testing on key pages. Goal: organic growth and conversion.
Do you offer maintenance and continuous improvements post go-live?
SEO/CRO optimizations and operational support.
Shopify Plus or Magento 2 for a multicountry D2C?
Magento if highly custom processes/catalogs and deep control are required.
How much does an eCommerce project cost? How do you calculate TCO?
maintenance and people cost. We provide scenarios and roadmap based on priorities and budget.
Do you have “from zero to hero” case studies?
- Fashion D2C (Italy): replatforming to Shopify Plus with international setup and SEO optimization
- Furniture B2B/B2C (Tuscany): Magento 2 with roles, pricing lists and workflows
- Food & Beverage (Europe): headless + Shopify with multilingual checkout and bundles
Full case studies available on request.
Are you an eCommerce agency in Tuscany?
Do you manage international projects?
Do you offer an initial assessment?
Let’s talk
Do you have an eCommerce project to launch or scale? Tell us your goals and constraints:
we will reply with clear next steps.
Bibliography and sources
Official sources and technical documentation on eCommerce, platforms, analytics and European trends.