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Sales channel

The sales channels offer you the possibility to connect different sales channels via a shop system. This can be the classic storefront on the one hand. But it is also possible to transfer data to comparison portals (e.g. or Google Shopping) or to integrate social shopping (e.g. Instagram).


In the menu of the Shopware Administration you will find the item Sales Channel. You can click on the plus symbol to create a new sales channel. Already created sales channels are displayed below the point Sales Channels and can be edited by clicking on them.

Customer assignment

In the settings under Shop > Login / Registration > Bind customers to Sales Channel you have the possibility to bind your customers to your sales channel.

If this option is activated, your customers can only log in to the sales channels in which they have registered. This also applies if the option should be deactivated later.

If the option Bind customers to Sales Channel is disabled, all customers who register now will be able to log in to all sales channels, even if the option is enabled later.

If a customer registers with the same e-mail address in two different sales channels with the option activated, they will be treated as two different customers. The customer exists twice in your system, but for different sales channels.

In your administration under Customers > Overview you can display the column for the sales channel via the list settings.

To do this, first open the list settings (1) and then activate the option for the sales channel (2).

Then the column Sales channel will appear, in which you can see for which sales channel your customer has registered.

Add a sales channel

To create a new sales channel, click the plus symbol next to the menu point Sales Channel.

In the pop-up window, you can choose whether you want to create a new Sales Channel with HTML storefront or a headless sales channel that only provides an API interface. You can also create a product comparison here. This is used to export your products to comparison portals and marketplaces. Further information about this function is available here.

General settings

Name (1): This is the name of the sales channel. It is used internally at all places where you can store settings for this sales channel.
Entry point main navigation (2): This is where the main navigation begins. In the standard Responsive Theme, the main categories correspond to the level below the category selected here.
Navigation Levels (3): Enter the number of levels to be displayed below the currently selected level in the main navigation. The maximum possible number of levels depends on the theme used.
Entry point footer Navigation (4): Enter the start category for the Footer Navigation here. In the Standard Responsive Theme, the level below this selected category contains the footer navigation items and the level below contains the clickable menu items. 
Entry point service Navigation (5): Here you specify the level at which the Service Navigation should start. In the standard Responsive Theme this category is displayed in the upper right corner.
The service menu has been moved to the bottom right in Shopware
Customer group (6): Enter the standard customer group of your sales channel here. New customers and unannounced visitors are assigned to this customer group.
Countries (7): Indicate which countries should be available in your sales channel and select a default country.
Languages (8): Indicate here which languages should be available in your sales channel and select a default language.

Payment and shipping

Payment methods (1): Specify here which payment methods should be available in your sales channel and select a default payment method. You can edit the available payment methods under Settings > Payment methods.
Shipping methods (2): Specify here which shipping methods should be available in your sales channel and choose a default shipping method. You can edit the available shipping methods under Settings > Shipping methods.
Currencies (3): Specify which currencies should be available in your sales channel and select a default currency. You can edit the available currencies under Settings > currencies.
Tax calculation (4): Establish how taxes should be calculated for orders in this sales channel.
An example to illustrate the different calculations:

  • Line by line (horizontal) calculation
    QuantityVAT rateNetGrossNet totalplus vatGross total
    571,49-5*1,49plus vat7,45+0,52

    QuantityVAT rateNetGrossNet totalplus vatGross total
  • Column by column (vertical) calculation
    QuantityVAT rateNetGrossplus vatNet totalplus vatGross total
    QuantityVAT rateNetGrossplus vatNet totalincl. vatGross total


The Hreflang metatag is important if there are several language versions of your shop. The tag is used to clearly assign the content to the respective language. It prevents Google from classifying multiple language versions of your shop as duplicate content.

After you have activated the option, all your domains are displayed in the drop-down menu. Then select the default domain here, which will serve as a fallback for all languages.


Please note that a self-hosted version differs from a cloud version in the domain settings.

Self-hosted instance

Under the item Domain you can create several domains for your sales channel, each with its own virtual URLlanguagecurrency and snippet set.
This is necessary if way you can create multiple language shops for one shop.

You can open the window for creating an additional URL by clicking the button Add Domain (1).

It is recommended that the domain be deposited with only one internet communication protocol (https:// or http://), otherwise duplicate content may be created.

Cloud Instance

In a cloud instance, a URL is already stored in the standard system. This is generated automatically when the instance is created.
If you want to use your own, individual domain, you can do this by clicking the button Add domain (1).
The prerequisite for this is that you have already added your own domain under Settings > System > Domains. Alternatively, you can reach the corresponding menu by clicking on the link Set up individual domain (2).

Information on how to set up your own domain can be found here

A server-side forwarding ensures that the connection is always established via https://.

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