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TEC-HRO: worldwide ecommerce with PrestaShop since 2011.

We have supported TEC-HRO from its first PrestaShop 1.4 store in 2011 to the current relaunch on 9.2. Today, one store combines worldwide B2C sales, B2B features, five languages and automated processes, supported by SEO, paid search, Klaviyo and print.

Industry
Shooting sports · development, manufacturing and sales
Customers
Mainly consumers, plus specialist retailers · worldwide
Working together
Since 2011 · one store in five languages
Relaunch
PrestaShop 9.2 · expected October 2026
Since 2011Developing the online store together
Every yearRevenue growth at TEC-HRO

Since 2011, the first shared PrestaShop project has grown into an international store for consumers and specialist retailers. TEC-HRO has increased its revenue every year. We support this development with a store that grows with requirements, targeted marketing and automated processes that ease the team’s daily work.

TEC-HRO: shooting sports worldwide, from one store

TEC-HRO shooting equipment GmbH & Co. KG develops and manufactures shooting sports products and sells worldwide. The brand primarily serves consumers, but also supplies specialist retailers. Both groups buy through the same online store.

We have supported TEC-HRO since 2011, making it one of our longest-standing ecommerce clients. Our work combines store development and technical support with SEO, paid search, email marketing and print. We know how the store has developed over many years and bring that knowledge to each next step.

The starting point: changing requirements over many years

Our first shared store ran on PrestaShop 1.4. As the business grew, so did its requirements: trade customers needed faster ordering, international visitors needed suitable content and payment methods, and the team needed to spend less time on routine administration.

We therefore developed the store continuously rather than simply adding isolated features: from 1.4 through 1.5, 1.6 and 1.7 to the current relaunch on PrestaShop 9.2. The new store is expected to launch in October 2026.

B2B: faster ordering and suitable purchasing conditions

Retailers who already know the products need a short route to a complete order. We introduced a B2B quick-order form: enter product references, add quantities and build the order list quickly.

Trade registration connects store access with appropriate net price display. For cross-border EU orders, automatic VAT ID validation through VIES supports tax handling. Displaying a net price is not the same as making a tax-exempt supply: exemption also depends on the specific transaction and further conditions.

As a PrestaShop agency, we combine the predominantly B2C business with specialist retailers’ requirements.

International sales: five languages and suitable tax rules

The store offers German, English, Spanish, French and Italian. We integrated a ChatGPT connection for translation. Translated content is permanently stored in the shop database and delivered on the corresponding language pages.

This creates actual content for each language version, rather than translating pages afterwards in the browser. It provides a basis for search engines to index that content and consider it for searches in the relevant language. We also optimise SEO content, URLs and technical structure.

A delivery country selector supports suitable display and calculations for each destination. For relevant EU B2C distance sales, configured tax rules account for the destination country’s VAT. OSS enables consolidated reporting of these sales; it does not mean separate turnover thresholds for every EU country.

For context: EU information on the One Stop Shop.

Usability and checkout: from accessories to payment

Over the years, we have simplified many parts of product selection and ordering. Features implemented include:

  • Accessory groups on product pages: select suitable accessories and order them with the main product.
  • Google address suggestions at checkout and extended store forms.
  • Product reviews to support buying decisions.
  • Different payment methods, including PayPal, cards, Klarna, deferred payments, instalments and local methods for international customers, depending on the provider and country.
  • Social login using connected accounts including Google, Facebook, Amazon, TikTok, Twitter and PayPal.
  • Gift cards customers can design, print or email to a recipient.

In earlier PrestaShop versions, we used an additional one-page checkout that improved conversion. PrestaShop 9.2 now includes a native one-page checkout module; we are considering its integration in the upcoming relaunch. Technical reference: PrestaShop 9.2 release information.

Performance optimisation was also part of our work on older store versions. Our aim in conversion optimisation remains to make purchasing clear and as smooth as possible.

Automation: less manual work in daily operations

As orders grow, the processes behind the store become more important. Our support for TEC-HRO therefore extends beyond the customer-facing store.

  • Komfortkasse recognises incoming bank transfers and matches them to orders. Payment status updates automatically, removing manual reconciliation for correctly matched payments.
  • A DATEV integration supports monthly invoice transfers to the tax adviser. An additional Accounting Report helps analyse accounting data.
  • ZUGFeRD and XRechnung add structured electronic invoice formats.
  • Additional columns in order and product lists make relevant information visible directly in the admin.
  • Configurable CSV, Excel and XML exports prepare product data for ERP and marketing.
  • Shipping integration prints DHL labels from orders individually or in batches.
  • Store operator access to customer accounts supports service with specific enquiries.

For eligible second-hand goods, we also developed a module for margin taxation under section 25a of the German VAT Act. It implements this special tax treatment when the conditions apply.

SEO, paid search and Klaviyo: winning customers and bringing them back

We have supported TEC-HRO with SEO and paid search for many years. This includes content and URL optimisation and technical integration of Google Shopping and Merchant Center with an automated product feed. We configured advertising tracking through Google Tag Manager.

Email marketing developed too: traditional newsletters through Amazon AWS were followed by Klaviyo flows. These reconnect with visitors who left without buying and guide them back to the store. The measures have already contributed to improved conversions.

Today, we combine ongoing search engine optimisation, Google Ads management and Klaviyo support. GEO for AI-powered search results is a new addition. We assess individual measures in the context of the whole store and its marketing.

Content, campaigns and print: one brand across channels

We use Creative Elements for ongoing content work. The page builder lets both us and the TEC-HRO team create and extend content independently. A blog, extended forms and the option to add stylesheets in the admin provide further editorial and design tools.

For seasonal campaigns, we integrated an Advent calendar and a Black Friday mode with promotional messages and pop-ups.

We also support the brand beyond the store: we produce the TEC-HRO catalogue every year. We design its exhibition stand, mesh banners and roll-up displays too. Our graphic and print design supports digital sales and personal contact with the shooting sports community.

Security and required information: technical support for store operations

We integrated CAPTCHAs to protect forms from spam. Cloudflare now adds protection against bot attacks.

Technical support for consumer information and privacy includes cookie banners, warranty notices, withdrawal functionality and a GPSR module for product safety details. We provide the functionality and fields needed to maintain this information. Their use and the information entered must suit the range and specific sales situation.

Rules for payment-dependent discounts or charges can also be implemented technically. Charges are used only where permitted for the payment method and specific case.

What changed: solutions for each stage

Working together since 2011 does not mean keeping an unchanged list of modules. We have tried new approaches and replaced integrations when requirements changed.

Earlier solutions included a native app, Trusted Shops, connected Facebook and Instagram shops with automated feeds, and shipping through Shipcloud and Packlink. The current feed integration focuses on Google Shopping and Merchant Center.

The results: revenue growing year after year

TEC-HRO has increased its revenue every year over the course of our work together.

Progress is also visible in daily store operations:

  • Retailers can quickly assemble familiar products using quick ordering.
  • International customers find content in five languages within one store.
  • Payment reconciliation, invoice transfers, data exports and shipping labels reduce repetitive manual tasks.
  • The team can maintain content and campaigns more independently.

Growth reflects the combined contribution of TEC-HRO’s products, the company’s own work and our technical and marketing support.

Looking ahead: PrestaShop 9.2 and a new marketplace

The relaunch on PrestaShop 9.2 is provisionally planned for October 2026. It takes the store solution developed over many years into the next platform generation.

We have also created a marketplace for used shooting sports products for TEC-HRO, where users can sell their own items. This extends its offer with a platform for trade within the shooting sports community.

We continue supporting TEC-HRO with store development, SEO, paid search, GEO, Klaviyo and print. Our aim remains to develop solutions that fit the business and grow with its requirements.

Visit the store: TEC-HRO