How solution25 Built Foleja’s Cross-Border Marketplace (20 to 30% Higher Conversions)

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Overview

Foleja is one of Southeast Europe’s fastest growing marketplaces, offering a unified platform where sellers from multiple countries can reach customers across borders. As their merchant base expanded, the company needed a scalable system capable of supporting thousands of users, multiple currencies, and regional logistics partners. The project was crucial because Foleja aimed to strengthen its position as a regional market leader while creating a seamless, high-performing buying and selling experience.

The Client’s Main Problem

Foleja operated in a fragmented environment where seller onboarding, payments, logistics, and product data were managed separately. This created bottlenecks that slowed down growth and increased operational costs. Sellers struggled with inconsistent onboarding flows, while buyers encountered issues related to currency handling and delivery tracking. The existing system could not support rapid expansion into new countries or categories, limiting Foleja’s ability to scale efficiently.

Challenges for solution25

  • Onboarding 1,000+ sellers with a unified verification and catalogue setup

  • Integrating multi-country payment systems with different compliance rules

  • Connecting logistics providers for cross-border delivery and real-time tracking

  • Maintaining fast load times within a high-traffic marketplace environment

  • Enabling multi-channel advertising tools without harming platform performance

  • Designing a modular architecture flexible enough for future expansion

  • Supporting native iOS and Android applications with synchronised data

Our Approach / How We Solved It

  • Built a modular Shopware 6 marketplace architecture capable of running multiple countries, currencies, and seller accounts

  • Created a streamlined seller onboarding system with automated verification, catalogue imports, and profile setup

  • Integrated regional and international payment gateways, ensuring secure transactions and correct currency handling

  • Connected local logistics partners with real-time tracking, shipping rates, and automated label generation

  • Developed native mobile applications for iOS and Android with synchronised product, order, and notification data

  • Enabled multi-channel advertising features for sellers, including marketplace ads and social campaign tools

  • Performed extensive performance testing, database optimisation, and caching to ensure a smooth buyer journey

  • Implemented continuous monitoring, error tracking, and update cycles to maintain long-term stability

The Result / Outcome

The upgraded marketplace delivered a significant transformation across Foleja’s operations. Seller onboarding became faster, more intuitive, and far less dependent on manual intervention. With over 1,000 sellers onboarded, the marketplace grew its catalogue rapidly and offered more product diversity across all countries. Payment handling became significantly more reliable, allowing customers to shop in their local currencies without confusion or friction.
Logistics and delivery tracking improved dramatically. Customers could follow their orders in real time, while sellers gained more transparency into shipping costs, delivery statuses, and return workflows. The addition of mobile applications created new engagement channels, driving more daily active users and increasing repeat purchases.
Overall, Foleja experienced a 20 to 30% increase in conversions, improved operational efficiency, and higher seller satisfaction. The scalable framework based on Shopware 6 now allows the company to expand into new regions without rebuilding or reconfiguring core components.

What We Learned / Key Takeaways

A strong marketplace depends on a smooth onboarding experience that empowers sellers to join quickly and start selling without technical obstacles. Cross-border payment handling must be implemented with precision to avoid friction for both buyers and sellers. Mobile-native experiences now play a critical role in user retention and can dramatically boost conversions in fast-moving markets. By integrating SAP for efficient ERP management and HubSpot for marketing automation, Foleja streamlined seller operations, improved customer engagement, and gained actionable insights to drive growth across multiple countries and marketplaces.
Multi-channel advertising is a significant advantage for marketplaces, enabling sellers to promote their listings more effectively. A modular architecture ensures that new countries, categories, or features can be added with minimal disruption. Finally, real-time logistics integrations are essential for customer satisfaction and reduce support requests related to shipping and delivery. The same lessons apply to UK merchants planning a marketplace or selling from the UK into the EU, where customs data, multiple currencies and carriers have to work together from day one.

Are you a UK business looking to build or scale a multi-country marketplace with stable architecture, fast onboarding and strong conversion performance? We work with UK merchants remotely from Bremen and Prishtina.
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