WEBSALE supports B2B business customers with customer groups, customer-specific pricing, and product assortments alongside B2C end consumers - all on a single backend. The question is not whether your backend can do it. The question is how you run multiple independent storefronts on this shared data foundation without maintaining a separate frontend codebase for each channel.

That is exactly what Laioutr solves as a Frontend Management Platform (FMP) on the WEBSALE Storefront API.

The WEBSALE Architecture as a Starting Point

WEBSALE AG has operated a SaaS commerce system for DACH mid-market businesses since 1999. The backend is API-first: the proprietary Storefront API (REST) fully decouples frontend and backend. Data is also accessible via S3, FTP, CSV, and JSON - for ERP connections, PIM systems, or B2B portals.

Particularly relevant for multi-storefront scenarios: WEBSALE maps customer hierarchies and customer groups via the API. This means:

• Customer group A (e.g., trade partners) sees net prices, minimum order quantities, no B2C products
• Customer group B (e.g., key accounts) sees negotiated contract prices, budget management features
• B2C customers see consumer prices, no B2B-specific fields

The API delivers context-dependent data - depending on the token or customer session used in the request. The frontend layer must resolve and render this correctly.

The Problem with Naive Frontend Architecture

The straightforward approach: one frontend for everything. The problems:

Mixed content: B2B customers see consumer marketing language. B2C customers see trade partner forms. Navigation and product presentation don't fit the respective audience.

No campaign independence: Marketing wants to run a Black Friday campaign for the B2C brand without confusing B2B customers. With a shared frontend and no storefront separation, that requires a developer ticket.

Multi-brand doesn't scale: If you operate two brands on one WEBSALE backend (e.g., house brand plus licensed brand), you want two visually distinct storefronts. With a shared frontend monolith, that is either over-engineering or compromise.

Separate codebases per channel: The pragmatic counter-approach - one frontend build each for B2B, B2C, each brand - works short-term but becomes a maintenance problem over time. An A11y fix, a performance improvement, a new component: replicated N times across codebases.

How Laioutr Solves Multi-Storefront on WEBSALE

Laioutr provides a concrete architecture for this scenario:

One Shared Component Pool, Multiple Storefront Instances

All storefronts share one component pool in Laioutr. Product card, navigation, search field, checkout step, form elements: built once, available in all storefronts.

Per storefront instance, you configure:

• A dedicated theme (colors, typography, spacing) via the Laioutr theme system
• Your own navigation and page structure in the visual editor (Studio)
• Your own content for landing pages, category pages, campaign pages

What you don't build multiple times: the core components. Deploy a bug fix once, it's active in all storefronts immediately.

API Context per Storefront

Each Laioutr storefront instance calls the WEBSALE Storefront API with its own context:

• B2B storefront: token for business customer session, renders net prices, customer group assortment, B2B form fields
• B2C storefront: token for consumer session, renders gross prices, B2C product selection, simplified checkout

The data comes from the same WEBSALE backend. The rendering context is separate.

Marketing Autonomy per Channel

In Laioutr Studio, the B2C brand's marketing team can work independently: build landing pages, set campaign banners, adjust category pages - without a developer ticket and without affecting the B2B storefront.

That is the core of the time-to-market advantage: storefront-level separation gives each team autonomy without impacting other channels.

Technical Prerequisites

For multi-storefront operation on WEBSALE, you need:

• WEBSALE with Storefront API (REST) enabled and customer group logic configured
• Laioutr with multi-storefront configuration (number of instances per your plan)
• EU hosting for all storefront instances included - no separate infrastructure effort

Use Case: Manufacturer with B2B Portal and B2C Shop

A concrete pattern we see frequently with WEBSALE operators:

Starting point: Manufacturer with their own WEBSALE backend. Operating two channels: trade partner portal (B2B, 800 active accounts, framework contracts, budget management) and direct-to-consumer (B2C, separate brand identity).

Previous setup: Two separate frontend systems. The B2B portal is an aging custom web application; the B2C shop is a WEBSALE template. Every update requires work in both places.

Laioutr scenario: One WEBSALE backend (the existing one), two Laioutr storefront instances. Shared component library. B2B instance with customer group API context, B2B-specific forms, and net price display. B2C instance with brand theme, campaign landing pages, and consumer checkout.

Result: A11y updates, performance improvements, new product card variants: built once, available in both instances. Marketing teams for both channels work independently in Studio.

Subscription and Contract Models on WEBSALE

WEBSALE supports subscription and recurring order models alongside standard purchases. If you have customer-group-dependent subscriptions or framework contracts, the Laioutr storefront renders the corresponding API data correctly - subscription intervals, contract pricing, delivery frequency selection.

This is particularly relevant for B2B scenarios with repeat customers: recurring orders with customer group conditions become configuration, not custom development.

Scaling: From Two to Many Storefronts

The architecture scales. If you operate B2B plus B2C today and add a third brand or a third market tomorrow, that costs one new storefront instance with its own theme and API context - not a new frontend development project.

For international scaling: WEBSALE can map multiple country/currency configurations on one backend. Laioutr sets up one storefront instance per market, with its own locale, theme, and navigation.

More on this in Composable Headless Frontend and on the Multi-Brand/Multi-Market product page.

The Bottom Line: One Backend, Full Channel Autonomy

WEBSALE is built as an API-first system for exactly this scenario: one backend, multiple frontend realities. Laioutr makes this approach practically actionable - without N separate frontend codebases, without compromises on brand identity or marketing autonomy.

The architecture is clear: customer group logic and pricing live in the WEBSALE backend. Storefront presentation, campaign content, and channel identity are managed per instance in Laioutr.

Ready for the next step? More on the WEBSALE integration or view pricing and instance configuration. Talk to us for an assessment of your multi-storefront setup.

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FAQ: Multi-Storefront with Laioutr on WEBSALE

Can Laioutr map multiple customer groups on the same WEBSALE backend?

Yes. Each Laioutr storefront instance calls the WEBSALE Storefront API with its own context and renders prices, assortment, and form fields according to the configured customer group.

Do I need a separate WEBSALE license for each storefront?

No. Multiple storefronts share one WEBSALE backend. The licensing question concerns only the WEBSALE backend contract - not the number of frontend instances.

How many storefront instances are possible with Laioutr?

This depends on your Laioutr plan. Pricing includes details on instance count. For enterprise setups with more than 5 storefronts, contact us directly.

Can I use a completely different design for each storefront?

Yes. Each instance has its own theme (colors, typography, spacing) and its own page structure. The shared component library provides the building blocks; the visual result per storefront is fully independent.

How long does it take to set up a second storefront?

With an existing Laioutr setup and WEBSALE backend with a configured API: typically 2-4 weeks for theme, navigation, and initial page structure. Faster if you reuse existing components.

Does Laioutr support subscription/recurring order models on WEBSALE?

Yes, provided the WEBSALE Storefront API delivers the corresponding data (subscription intervals, contract prices, delivery frequency). Laioutr renders this data in configurable components.