FAQ on Changing Agencies: Why, How and What Should You Consider?

A Shopware agency change becomes necessary when the collaboration does not deliver the expected results, deadlines are regularly missed, communication is poor, or the agency lacks the expertise required for your goals. Further reasons include changing requirements (e.g. scaling, international orientation), a lack of transparency regarding costs and services, or a strategic realignment.

Yes, an orderly agency change is possible. Clear communication, clean handover processes, timely requests for all relevant access credentials and documents, as well as documented agreements on open tasks and ongoing contracts are important. A structured plan minimizes friction losses.

Keep all evidence of services and agreements. Request access credentials, source code, design assets, technical documentation and ongoing tasks. Review contracts for notice periods, liability and handover rights. Plan a handover with the new agency and set priorities to ensure short-term stability.

Good question! There are several clear signs that show it is time to change agencies. If your current agency no longer delivers the performance you need, or communication simply no longer works, you should consider changing agencies. If your agency also fails to keep pace with new technologies such as Shopware, TYPO3 or WordPress, that is a warning sign. Especially in e-commerce and B2B, you need to ensure that your agency delivers enterprise quality. If conversion rates stagnate, your SEO ranking falls, or support and maintenance leave much to be desired, that definitely justifies an agency change. You should also act if strategic topics such as online marketing, user experience or integration with your ERP system are being neglected. Changing agencies is not a defeat, but a strategic decision for your company growth.

A smooth agency change is absolutely possible if you plan it well! The key lies in a structured handover between the old and new agency. First have a detailed system analysis carried out so the new agency understands what it is taking over. Coordination between both parties is crucial – even if the old agency may not be enthusiastic about it. A clear schedule for the data move, system migration, and takeover of hosting, tracking and all interfaces is important. Document all access credentials, contracts and strategy documents – passwords should not simply be written down, but should be reset directly as part of the handover. A good new agency will guide you through this process and ensure that your shop, website or online presence continues to run efficiently throughout. With the right planning, switching to a new agency becomes a success!

Ending the collaboration with your previous agency should be handled professionally, even if it can sometimes be difficult. First, review your contract carefully: What notice periods apply? Are there clauses regarding the release of data or code? Communicate clearly and transparently why you want to change agencies – you do not have to justify yourself, but an open conversation often helps. Request all access credentials, files, designs, code and documentation in writing. This also includes analytics, tracking tools, hosting accounts and interfaces. Some agencies are cooperative here, others less so. Also clarify who owns what – agencies often hold rights to individually developed solutions. One important point: Make sure that all ongoing campaigns, SEO measures and online marketing activities are not simply discontinued. The handover should be structured so that your business does not suffer as a result.

The data move is often the technically most demanding part of changing agencies. Depending on the system – whether WordPress, TYPO3, Shopware or a custom solution, whether B2C or B2B – different challenges arise. A professional new agency will first carry out a system analysis to understand which data, structures and interfaces exist. The migration typically includes: databases, media files, configurations, user accounts, ERP integration, tracking codes and all custom developments. Particular care is required in e-commerce – product data, customer information and order histories must be transferred 100% correctly. A good approach is parallel operation or a staging system on which the migration is tested before it goes live. The new agency should also have a rollback scenario prepared in case something goes wrong. Allow enough time – a rushed data move often ends in chaos.
These are values based on experience – and as always, there is no rule without exceptions. In urgent cases, we have already successfully completed an agency change including moving the project to our high-performance servers within a single day. Even though long-term planning is impossible in such a case, our more than 30 years of experience enable us to deliver professional results even under such time pressure.

That is a legitimate concern! Your SEO ranking does not have to suffer when changing agencies if you approach it correctly. The old agency should hand over all SEO strategies, keyword lists, as well as complete documentation of the backlink profile and ongoing measures. The backlinks themselves remain unaffected and continue to point to your domain regardless of which agency supports you – as long as URLs and the domain remain in place or are cleanly redirected via 301. It becomes critical only for links based on personal contacts or paid placements by the old agency: these may disappear if the new agency does not continue the relationship.
Google also needs time to process changes – so do not expect immediate improvements. With the right expertise from your new agency, changing agencies can even be an opportunity to noticeably improve your SEO – especially if the previous agency no longer had the necessary competence.Google needs time to process changes, so do not expect immediate improvements. With the right expertise from your new agency, the agency change can even be an opportunity to take your SEO to the next level – especially if the agency no longer had the necessary competence.

The duration of an agency change depends heavily on the complexity of your online presence. For a simple WordPress website with online marketing support, you can expect 2–4 weeks. For more complex e-commerce solutions with Shopware, ERP integration and custom interfaces, the process can take 2–3 months. B2B projects with enterprise quality often take even longer. The timeline includes several phases: notice period with the old agency, selection of the new agency, system analysis, handover planning, migration, testing and go-live. Briefings, strategy workshops and coordination often run in parallel. If you are simultaneously planning a relaunch, an update or a platform migration, the time required increases accordingly. Our tip: Allow more time rather than too little. A rushed agency change leads to errors that may later cost you dearly. An efficient new agency will create a realistic schedule for you.
These are values based on experience – and as always, there is no rule without exceptions. In urgent cases, we have already successfully completed an agency change including moving the project to our high-performance servers within a single day. Even though long-term planning is impossible in such a case, our more than 30 years of experience enable us to deliver professional results even under such time pressure.

The costs of changing agencies vary enormously depending on what you need. First, costs may arise for properly ending the collaboration with the old agency – some still charge for handing over data or code. The new agency will charge for system analysis, migration, data transfer and setup. For simple projects, you can expect €2,000–5,000; for complex e-commerce systems with ERP integration and custom interfaces, it can also be €20,000–50,000. (Money-saving tip: Switch to HQ GmbH currently free of charge!)

• Review the contractual situation (term, notice periods, NDAs, rights to work results).
• Secure access: hosting, domain registrar, CMS admin, analytics, ad accounts, email provider, code repository.
• Request all files and assets: source code, backups, images, logos, font licenses, style guides.
• Document technical documentation and passwords and hand them over securely (reset the passwords after completion!).
• Document and prioritize open to-dos and ongoing campaigns.
• Define roles and contacts (old and new).
• Plan test and live environments and minimize transfer times where appropriate.
• Review security and data-protection aspects (GDPR, data processing agreement).

Yes. For a smooth agency change, you should designate dedicated contacts at both the old and the new agency. These people coordinate the handover, clarify technical questions and ensure that deadlines are met.

In principle, the hosting can remain in place if the provider is suitable from both a technical and contractual perspective. Advantages: no downtime risk from moving, faster handover. Disadvantages: limited control and dependence on the old agency’s access rights. Check the available access options (root, FTP, SSH, control panel) and the contractual terms. In the event of security or performance issues, a move may make sense.

Often yes. A coordinated handover reduces errors. Agree clear tasks, dates and escalation paths. If the old agency does not cooperate, document attempts to make contact and consider contractual steps or legal advice. In serious cases, thanks to our more than 30 years of experience in this field, we have always found a way to transfer the data to us securely and completely. Simply contact us about it. We will be happy to help.

Analyze the causes: goal definition, KPIs, resources, competencies or misunderstandings. Request concrete evidence of performance and proposals for improvement. If no improvement is in sight, plan the change and secure all relevant data and rights.

Look for references, case studies and reviews. Pay attention to industry knowledge, transparent processes, measurable KPIs and personal chemistry. Particularly in the field of e-commerce agencies, many years of experience often count far more than sheer size, promises on websites or expensive advertising. Obtain several offers and use a short briefing to assess responsiveness and consulting expertise.

Open to-dos should be documented, prioritized and assigned to a handover phase. Decide whether the new agency will take over the tasks or whether you will temporarily use internal resources. Clarify responsibilities and deadlines in writing.

First try formal requests by email with a deadline. Review contractual claims to the release of work results and access credentials. Document all communication attempts. If refusal continues, legal steps or involving a mediator may be necessary. Even in such cases, thanks to our more than 30 years of experience in this field, we generally find a way to transfer your data securely and completely. Simply contact us about it. We will be happy to help.

• Domain and hosting access credentials as well as admin login information for the shop or content management system.
• Source code, backups, deployment scripts and CMS export.
• Design files (PSD, Figma, Sketch), image material, logos and style guides.
• Technical documentation, API keys and integration descriptions.
• Analytics and tracking access, ad accounts, social media accounts.
• Invoices, proof of services and contract copies.
• Handover record with open tasks and responsibilities to ensure efficiency during the agency change.

Specialized agencies bring deeper expertise, established processes, better scalability and often faster problem solving. They can reduce technical debt, improve performance, develop targeted strategies and deliver measurable results.

The domain belongs to the holder of the domain registrar account. Reputable agencies always register the domain in your name (owner and Admin-C). Make sure that you or your company are entered as the registered holder (registrant). If the old agency controls the domain, request the transfer or obtain administrative access.

Measurable response times and the quality of answers are important criteria. Test availability before switching by making concrete inquiries. Look for transparency, proactive communication and the ability to provide technically sound solutions.

• Secure all access credentials and rights before the change.
• Review contracts and legal framework conditions.
• Plan a detailed handover with a time buffer.
• Ensure data security and backups.
• Communicate openly with internal stakeholders and customers.
• Document all steps and agreements made.
• Choose an agency with suitable references and clear KPIs.

This checklist supports the handover of online projects to the new agency and ensures an efficient, transparent transition — ideal for relaunches, migrations and data moves in e-commerce, B2B or enterprise-quality projects.

Before the move / handover:

• Domain & host access: Check and transfer access credentials, Auth/EPP codes and registrar account (hosting, domain transfer).
• Web server: SSH/SFTP access, FTP accounts, server IP, server login; clarify maintenance and support responsibilities (hosting, server, maintenance).
• Mail server: Check mail-server logins and MX records; review/take over redirects and aliases (mail, email, mailboxes).
• Admin/superadmin access: Securely hand over CMS/shop admin accounts such as TYPO3, WordPress or Shopware and change passwords.
• Backend access: Document API keys, database access, SSH accounts and ERP/CRM interfaces (ERP, interfaces).
• Google/Bing/Baidu/Yandex: Transfer webmaster & Search Console access and verify ownership (SEO, tracking).
• Google Merchant Center: Check access & feeds and ensure product data quality (e-commerce, shop, conversion).
• Google Business Profile (formerly Google My Business): Clarify access & permissions, location data, opening hours and reviews (online, Germany).
• Google APIs such as Maps, reCAPTCHA, Docs and Forms: Transfer API keys, usage limits and billing (integration, tracking).
• Google Ads & Google MCC account access: Document account access, invoices, remarketing lists, conversion tracking and budget transfer (online marketing, Google Ads, conversion).
• Google Tag Manager: Check container access, versions and tracking implementations (tracking, analytics).
• X (Twitter) Ads & Facebook Business/Ad Manager: Hand over advertising accounts, campaign rights and payment details (online marketing agency, advertising agency).
• Facebook roles: Review and reassign admins, advertisers and analysts (Facebook roles).
• Matomo/Analytics access: Review property access, data views, data protection and data processing agreement (analytics, data protection, data processing agreement).
• Payment service providers such as PayPal and other providers: Check account access, API credentials, payout data and billing (PayPal, payment service providers).
• Shipping service providers: Clarify fulfillment, tracking & API access, shipping profiles and interfaces (shipping service providers, integration).
• Invoicing programs: Check access to accounting/invoicing software, templates and recurring invoices (invoicing, ERP).
• Third-party add-ons / plugins / extensions: Check licenses, access credentials and compatibility list (WordPress, Shopware, TYPO3, plugins).
• Software licenses & consent tools such as Cookiebot or Usercentrics: Transfer or document license holders, keys and contractual partners (cookie consent, Usercentrics).
• Other integrations: Document API keys for CRM, PIM, payment, ERP and other interfaces (interfaces, system analysis).
• Data processing agreement with service provider: Clarify conclusion, contacts, terms and data-protection agreements (data processing agreement, data protection).
• Responsibilities & handover record: Clearly list who takes over what; agree response times and regular coordination (responsibilities, response times, regular coordination).
• Existing-system documentation: Create system analysis, architecture diagrams, technical documentation and access list (system analysis, documentation).
• Relaunch/migration planning: Plan schedule for relaunch, migration steps, rollback and fallback scenarios (relaunch, migration, update).
• Creative & strategic handover: Provide brand guidelines, campaign history and strategic recommendations for the new agency as well as creative input (strategy, creative input).
• Selecting the right agency & onboarding: Check criteria for the new agency, review competencies such as SEO, IT and expertise, find the ideal partner and define the onboarding process (agency selection, ideal partner, e-commerce agency).
• Communication & transparency: Ensure transparent communication with the old and new agency regarding timeline, budget and responsibilities (transparency, budget, responsibilities).
• Long-term support & maintenance: Clarify service levels, maintenance packages, support response times and monitoring (support, maintenance, response times).

After the move / handover

• Delete dev servers & test users: Remove test environments, staging instances, test accounts and dummy data.
• Delete local installations: Clean up local backups/instances and review permissions (local, backups).
• Delete backups: Review policies, delete or encrypt sensitive backups; clarify retention (backups, data security).
• Delete visitor and customer data: Document GDPR-compliant deletion or transfer of personal data (customers, data protection).
• Standing orders & direct debit authorizations: Stop/change payments to the old agency and review account information (termination, budget).
• Archive or delete email accounts / mailboxes: Review retention periods and regulate aliases, forwarding, signatures and mail archiving (email, mailboxes).
• Testing & quality assurance: Perform functional tests after handover, tracking/analytics checks and conversion tests (conversion, tracking, QA).
• Final acceptance & success criteria: Define KPIs such as revenue and conversion rate, reporting access and success measurement (revenue, conversion rate, reporting).
• Contract termination & follow-up: Record the end of collaboration with the previous agency in writing; review open invoices and the handover (termination, previous agency).
• Removal from messenger groups & collaboration tools: Clean up Slack, Teams, WhatsApp groups and project-management accounts (communication, transparent communication).

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