FAQ on changing agencies: Why, how, and what to look out for?

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

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

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

Good question! There are a few clear signs that indicate it’s time for a change of agency. If your current agency no longer delivers the performance you need, or if the communication is simply no longer right, you should consider changing agencies. It’s also a warning sign if your agency isn’t keeping up with new technologies like Shopware, TYPO3, or WordPress. Especially in the e-commerce and B2B sectors, you need to ensure that your agency delivers enterprise quality. If conversion rates are stagnating, your SEO ranking is dropping, or support and maintenance leave something to be desired, that definitely justifies a change of agency. You should also act if strategic topics such as online marketing, user experience, or integration with your ERP system are 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 the structured handover between the old and new agency. First, have a detailed system analysis carried out so that the new agency understands what it is taking over. Coordination between both parties is crucial – even if the old agency might not be thrilled about it. A clear timetable for the data migration, the migration of systems, and the takeover of hosting, tracking, and all interfaces is important. Document all access data, contracts, and strategy documents – passwords should not simply be noted down but reset directly during the handover. A good new agency will guide you through this process and ensure that your shop, website, or online presence runs efficiently throughout. With the right planning, the change to a new agency will be a success!

Ending your collaboration with your previous agency should be a professional process, even if it’s sometimes difficult. First, carefully review your contract: What are the notice periods? Are there clauses regarding the handover of data or code? Communicate clearly and transparently why you want to switch agencies – you don’t have to justify yourself, but an open conversation often helps. Request all access credentials, files, designs, code, and documentation in writing. This also applies to analytics, tracking tools, hosting accounts, and interfaces. Some agencies are cooperative here, others less so. Also, clarify who owns what – often the agency has rights to individually developed solutions. An important point: Ensure that all ongoing campaigns, SEO measures, and online marketing activities are not simply discontinued. The handover should be designed so that your business does not suffer.

Data migration is often the most technically challenging 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 what data, structures and interfaces exist. The migration typically includes: databases, media files, configurations, user accounts, ERP integration, tracking codes and all custom developments. Caution is particularly advised 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. Plan enough time – a hasty data migration often ends in chaos.
These are empirical values – and as always, there is no rule without exception. In urgent cases, we have already successfully completed the agency change including the migration of the project to our high-performance servers within a single day. Even if long-term planning is impossible in such a case, our more than 30 years of experience enables us to deliver professional results even under such time pressure.

That’s a legitimate concern! Your SEO ranking doesn’t have to suffer when you change agencies if you approach it correctly. The old agency should provide you with all SEO strategies, keyword lists, and complete documentation of the backlink profile and ongoing measures. The backlinks themselves remain untouched and continue to point to your domain, regardless of the agency providing support – as long as URLs and the domain remain or are cleanly redirected via 301. It only becomes critical with links that are based on personal contacts or paid placements of the old agency: these may be lost if the new agency does not continue the relationship.
Google also needs time to process changes – so don’t expect immediate improvements. With the right expertise of your new agency, the agency change 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 don’t expect immediate improvements. With the right expertise of 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 the 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 also planning a relaunch, an update, or a platform migration, the time will be extended accordingly. Our tip: It’s better to plan for too much time than too little. A rushed agency change leads to errors that will cost you dearly later. An efficient new agency will create a realistic timeline for you.
These are empirical values – and as always, there is no rule without exception. 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 if long-term planning is impossible in such a case, our over 30 years of experience enable us to deliver professional results even under such time pressure.

The costs for changing agencies vary enormously, depending on what you need. First, there may be costs for the proper termination of the cooperation with the old agency – some still charge money for the handover of data or code. The new agency will charge for system analysis, migration, data transfer and setup. For simple projects, you can expect to pay 2,000–5,000 euros, while for complex e-commerce systems with ERP integration and custom interfaces, it can be 20,000–50,000 euros. (Money-saving tip: Switch to HQ GmbH now for free!)

• Check 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 and securely hand over technical documentation and passwords (reset passwords after completion!).
• Document and prioritize open to-dos and ongoing campaigns.
• Define roles and contact persons (old and new).
• Plan test and live environments, minimize transfer times if necessary.
• Check security and data protection aspects (GDPR, commissioned data processing).

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

The hosting can generally remain if the provider is technically and contractually suitable. Advantages: no risk of downtime due to relocation, faster handover. Disadvantages: limited control and dependence on the access rights of the old agency. Check the access options (root, FTP, SSH, control panel) and the contract conditions. In the case of security or performance issues, a relocation may be useful.

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

Analyze causes: goal definition, KPIs, resources, competencies, or misunderstandings. Request concrete performance records and suggestions 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. Especially in the area of e-commerce agencies, years of experience often count for much more than pure size, promises on websites, or expensive advertisements. Get several quotes and use a short briefing to check responsiveness and consulting competence.

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 inquiries by e-mail with a deadline. Check contractual claims for the release of work results and access. Document all communication attempts. If the refusal continues, legal action or the involvement of a mediator may be necessary. Even in such cases, thanks to our more than 30 years of experience in this field, we usually find a way to transfer your data safely and completely. Just contact us. We will be happy to help you.

• Domain and hosting access data 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), images, logos, and style guides.
• Technical documentation, API keys, and integration descriptions.
• Analytics and tracking access, ad accounts, social media accounts.
• Invoices, proof of performance, and contract copies.
• Handover protocol 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 solutions. They can reduce technical debt, improve performance, develop targeted strategies, and deliver measurable results.

The domain belongs to the owner 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 listed as the registered owner (registrant). If the old agency controls the domain, request the transfer or obtain administrative access.

Measurable response times and the quality of responses are important criteria. Test accessibility before switching by making specific inquiries. Pay attention to transparency, proactive communication, and the ability to offer technically sound solutions.

• Secure all access and rights before the change.
• Check contracts and legal frameworks.
• 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 handover – ideal for relaunch, migration and data migration in e-commerce, B2B or enterprise quality projects.

Before the move / handover:

• Domain & hoster access: Check and transfer access data, auth/EPP codes, 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, MX records; check/transfer forwards and aliases (mail, e-mail, mailboxes).
• Admin/superadmin access: Securely transfer CMS/shop admin accounts such as TYPO3, WordPress or Shopware and change passwords.
• Backend access: Document API keys, database access, SSH accounts, ERP/CRM interfaces (ERP, interfaces).
• Google/Bing/Baidu/Yandex: Transfer Webmaster & Search Console access, check ownership (SEO, tracking).
• Google Merchant Center: Check access & feeds, 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: Transfer advertising accounts, campaign rights, and payment information (online marketing agency, advertising agency).
• Facebook roles: Check and reassign admins, advertisers, and analysts (Facebook roles).
• Matomo/Analytics access: Check property access, data views, and data protection and AV contract (Analytics, data protection, AV contract).
• Payment service providers such as PayPal and other providers: Check account access, API credentials, payout data, and invoices (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 data, 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).
• AV contract with service provider: Clarify conclusion, contact persons, terms, and data protection agreements (AV contract, data protection).
• Responsibilities & handover protocol: Clear list of who takes over what; agree on response times and regular coordination (responsibilities, response times, regular coordination).
• Inventory 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 impulses (strategy, creative impulses).
• Selection of the right agency & onboarding: criteria check for the new agency, check competencies such as SEO, IT and expertise, find 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 level, maintenance packages, support response times and monitoring (support, maintenance, response times).

After the move / handover

• Deleting dev servers & test users: remove test environments, staging instances, test accounts and dummy data.
• Deleting local installations: clean up local backups/instances and check permissions (local, backups).
• Deleting backups: check policies, delete or encrypt sensitive backups; clarify retention (backups, data security).
• Deleting visitor and customer data: document GDPR-compliant deletion or transfer of personal data (customers, data protection).
• Standing orders & direct debits: end/change payments to old agency and check account information (termination, budget).
• Archive or delete e-mail accounts / mailboxes: check retention periods, regulate aliases, forwarding, signatures and mail archiving (e-mail, mailboxes).
• Test & 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 termination of cooperation with the previous agency in writing; check 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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