Italian fashion retailer has grown from 2 to 4 marketplaces on one Magento backend with M2E since 2018
About the Company
- Company: GH-Stores (Gallery Holding S.p.A.)
- Industry: Fashion & Apparel
- Region: Italy / Europe
- E-commerce platform: Adobe Commerce (Magento 2)
- Marketplace channels: eBay, Amazon, Kaufland, Decathlon
- Integration solutions: M2E Pro (eBay, Amazon), M2E Kaufland Connect, M2E Mirakl Connect (Decathlon)
GH-Stores is the online store of Gallery Holding S.p.A., an Italian fashion group with 30 years in retail that runs about 160 physical mono-brand and multi-brand shops. Online, the company sells clothing, footwear, and accessories for men and women from Levi’s, Timberland, Napapijri, Calvin Klein, Reebok, and other brands.
The team keeps product data, prices, and stock in Magento, and all marketplace listings are built from that data. Since 2018, M2E has connected GH-Stores’ Magento setup to major online marketplaces.
Where It Started: eBay and Amazon with M2E Pro
GH-Stores began working with M2E by connecting its Magento store to eBay and Amazon through M2E Pro. The team publishes products to both marketplaces from Magento, and the extension updates prices and quantities there whenever they change in the catalog. Marketplace orders are imported into Magento for fulfillment.
Like most fashion retailers, GH-Stores manages its items as Configurable Products in Magento, where each size and color has its own stock. M2E Pro lists them on eBay and Amazon as variation listings and keeps the stock for each variation in sync with Magento.
GH-Stores’ new collections are added to listings without manual work because the team uses Auto Add/Remove Rules. Once a product appears in the Magento catalog or a selected category, M2E Pro adds it to the matching eBay or Amazon listing.
Adding Kaufland to the Same Magento Setup
GH-Stores was looking to expand to Kaufland, one of the largest online marketplaces in Europe. The company linked it through M2E Kaufland Connect, the extension for selling on Kaufland from Magento.
Their Kaufland listings follow the same logic as eBay and Amazon. The team creates listings from Magento products, and M2E syncs price and quantity changes. Kaufland orders are imported into Magento and processed together with orders from the other channels.
Since the team was already familiar with M2E, they added Kaufland without changing their routine in Magento.
Challenge: Fashion Catalog on a New Marketplace
As the Kaufland catalog grew and more orders came in from every channel, a few problems started taking up the team’s time.
1) No variation listings on Kaufland.
Due to technical limitations, M2E Kaufland Connect doesn’t support variation listings on Kaufland. Therefore, GH-Stores could sell its Configurable Products there only as separate Simple/Child Products, one for each size and color. Auto Add/Remove Rules didn’t add Child Products to Kaufland listings, so every variation had to be added manually.
2) Old Kaufland offers were difficult to remove.
The team wanted to take down Kaufland offers that didn’t have matching Magento products. M2E listed them as Unmanaged Items but could only stop offers linked to a Magento product. As a result, these offers stayed live without stock sync.
3) Failed orders had to be found manually.
This affected every channel, not just Kaufland. Warnings and errors from the M2E extensions were visible only in the logs. If an order from eBay, Amazon, or Kaufland couldn’t be created in Magento, someone had to spot it by checking each marketplace’s order page every day.
Solution: Adjusting M2E to the Team’s Needs
When GH-Stores reached out to M2E, the team helped resolve each issue.
- Child Products listed automatically
To work around the variation limitation, M2E extended Kaufland Auto Add/Remove Rules. If a rule picks up a Configurable Product, the extension adds each of its Child Products to the Kaufland listing as a separate Simple Product. New sizes and colors are now added without manual work.
For shoes and clothing, variation listings would still give shoppers a better experience, so the team sees this as a temporary workaround.
- Stopping Unmanaged offers
At GH-Stores’ request, M2E added the option to stop Kaufland offers directly from the Unmanaged Items grid. Linking an offer to a Magento product and moving it into a listing is no longer required. Offers with no Magento product, which the team couldn’t stop through M2E before, can now be taken down from Magento.
- Email alerts for failed orders and other issues.
The M2E support team helped GH-Stores set up email notifications for warnings and errors in the M2E extensions. If the extension can’t create a Magento order for a marketplace sale, the team receives an email about it.
Next Channel: Decathlon
In 2026, M2E released its Mirakl integration for Magento, and GH-Stores was among the first to use it. The company now sells on Decathlon marketplaces in 7 European countries. Based on feedback from the GH-Stores team, M2E added separate prices per market and support for discount prices. Read the full story in the Decathlon case study.
Results
GH-Stores now sells on 4 marketplaces: eBay, Amazon, Kaufland, and Decathlon. All of them are managed from Magento through M2E extensions.
The team’s workflow has remained consistent as the business has grown. Each new marketplace was connected to the existing Magento catalog, and the team continued to process orders in one place. What has changed is the amount of manual work. With the Kaufland updates and email alerts, the team spends less time on routine listing and order checks.
Looking Ahead
M2E is proud to have worked with GH-Stores for 8 years. In that time, GH-Stores has grown from 2 marketplaces to 4, and its feedback has helped improve M2E extensions for other merchants as well. Working with a retailer of this scale and experience helps the M2E team understand what established sellers need.
GH-Stores’ story also shows how M2E supports growth. A business can add new marketplaces to its existing Magento setup and keep the same workflow as it scales. M2E looks forward to growing together with GH-Stores as the company expands to new channels.
