AXS increases its market share in Germany with the new acquisition.

Arndt Scheffler, founder of white label eCommerce.

Founded in 2012 by renowned German music and sports ticketing executive, Arndt Scheffler, white label eCommerce specializes in a white-label ticketing platform that allows music, sports, and festival event operators to ticket events through a simple self-service “autonomous” platform that can be custom branded. The company has a wide range of music and sports music clients across Germany.

AXS has made notable moves within the German market in 2024. In October, AXS announced it had reached an agreement with AEG’s Uber Arena in Berlin and Barclays Arena in Hamburg to service premium ticketing at both venues.

“The entire team is thrilled to become a part of a respected global business like AXS and the broader AEG team,” said Arndt Scheffler, Founder, white label eCommerce. “We know that our clients, employees and ultimately the entire German market will all benefit from the world-class platform and operations. Now we are expanding our existing portfolio and becoming part of a highly competent and financially strong sports and entertainment group. We’re excited about what lies ahead.”

“We’re honored to welcome white label eCommerce to the AXS global team. Their stellar reputation for client service, iconic list of clients, and forward-thinking technology aligns with our brand,” said Blaine Legere, President, International, AXS. “The white label team has a growing and diversified customer base, and is poised to play a meaningful role as we accelerate our business going forward.”

White label eCommerce has built a suite of software tools to allow customers to select a variety of experiences, from a fully white-labeled ticketing platform which includes website and marketing design templates, to a full-service model that enables payment and customer service options leading up and during the event. A flexible business model allows customers to run and operate their own box office, collect and process payments, market their events, or engage an account team to drive all aspects of ticketing, collections and settlement.

The newly formed AXS Germany team, which will be based in Hamburg and Berlin, consists of an experienced group of executives, developers, salespeople, and account managers. Current white label customers including music festivals (Wacken Open Air, Jazz Open Stuttgart, Ulmer Zelt), sporting events (including the handball series champion THW Kiel), live music shows, venues, and theatres (Die Fantastischen Vier, SIDO, 6K United) throughout Germany, will be serviced by the AXS Germany team.

Germany joins AXS’ growing global footprint which includes iconic venues, sports teams, festivals, and live events across U.K., France, Sweden, Japan, Australia, and New Zealand such as B.League, Swedish Elite Football, Venues New South Wales, American Express Presents BST Hyde Park, All Points East, The O2, OVO Arena Wembley, and Stockholm Live!