Panini SpaThe omnichannel enterprise e-commerce platform with the maximum flexibility



The Panini Group, with headquarters in Modena and branches in Europe, USA, and Latin America, is a world-leader in the published collectible sector and one of the leading publishers of children’s magazines and books, comics, manga, and graphic novels, in both Europe and Latin America.
Its story started in 1961 by marketing the first collection of football players, and it has continued to grow to the present day. It is the multinational leader in comics publishing, with an agreement with Disney for the Italian market since October 2013, kids' magazines, and manga for Europe and Latin America.
Furthermore, it is the most important distributor of comics in Italian specialty bookstores, and it is engaged with various multimedia projects. In 2016 it achieved revenue in excess of 631 million euros, covering more than 120 countries with a workforce of over 1000 employees.

[Translate to Inglese:] Resto

The Project

The Panini Group wanted to replace its obsolete proprietary system, with limited editing capabilities, with a new multi-channel e-commerce platform for physical and virtual products. The system had to contribute significantly to strengthening the international presence, and thus it had to be particularly flexible in meeting local requirements. It also had to be based on software known throughout the world so it could be easily maintained and brought up to date from anywhere.



The enterprise platform, implemented by integrating TYPO3 and Magento, uses two market-leading and standard-setting open source software products. It is readily able to integrally manage e-commerce and editorial content even for about one hundred sites (country websites, product websites, and mini websites dedicated to specific projects, not always with e-commerce activation), with multi-lingual and multi-currency capabilities. Each website could have a different graphic layout, structural, functional, and marketing requirements, while supporting high traffic from around the world.

TYPO3 and Magento In One Platform

The new system, based on an integration of TYPO3 and Magento, provides maximum independence to each country's branch office, while also providing for centralized control. It has lowered maintenance costs, which has been noted in every single office.

A Single User Account for the Entire Panini World

During the migration from the old platform to the new integrated solution, the data for millions of user accounts were optimized and normalized to adapt them to the new infrastructure and to consolidate the corporate databases. User login is performed by an identity management system developed specifically for centrally managing users and single sign-on. It can be integrated with any application, such as a CMS, CRM, ERP, smartphone app, SmartTV, and so forth, via APIs.

Mix and Match E-Commerce and Editing Functionality

The e-commerce project we developed is based on flexibility and is adaptable to any device.
Each country's branch office can create his own websites, with complex structures that are customizable by section, single pages, landing pages, mini-sites, as well as the quantity and types of products for sale. The platform has a flexible content architecture that gives maximum creative freedom for flawless layouts, even for web pages with Non-Latin alphabets, i.e. Turkish, Cyrillic,...

A Single Customer Database for Targeted Marketing

Centralized informations about all customers, profiled in detail, with behavioral statistics and a single login account for the entire Panini world. This provides valuable input for targeted marketing, user groups campaigns, e-mail marketing, personalized discounts, up-selling and cross-selling.

Speed and Buying Experience

We optimized the user interface and thoroughly tuned the application (with multiple caching levels, Memcache integration, a content distribution CDN, and Varnish integration) to ensure the maximum page load speed and to provide the best technical base for the buying experience

Elasticsearch searches

Catalog indexed with Elasticsearch, integrating a search service with auto correction and auto suggestion functions. 

Content targeting

Catalog and contents displayed according to location and user characteristics and preferences


    • Multiple shipping locations
    • Origin-based shipping cost calculation
    • Split orders

Webformat has allowed Panini to enhance Magento e-commerce and TYPO3 content management features in a transparent and integrated manner.

Maurizio Campadelli
Web Manager
New Media Division Panini Group