Payments, variants and inventory management
Paceline integrates Mollie or Stripe for payments, builds product management with variants and options, and connects to your existing inventory or ERP system.
Build a custom webshop
A webshop that fits your catalogue and the way you work.
Shopify and WooCommerce fit 80% — but that remaining 20% costs you the most time. Paceline Software builds a webshop that aligns exactly with your products, process and customers.
Why “Paceline”?
A paceline is a group of riders taking short turns at the front: high pace, faster together than anyone alone. That's how we build software — short iterations, visible progress every week.
Tap the riders for an attack
No platform dependency, just your shop
You are not tied to the roadmap of an external platform. You manage your own webshop, with the features you need — and without monthly subscription fees.
From order to delivery
Order management, shipping integrations, invoice processing, customer emails — we build the full flow so an order moves smoothly from payment to delivery.
Services
Everything a web application needs
From first sketch to a running production environment — under one roof.
Custom web applications
Complete Rails applications that do exactly what your process needs — from a sleek web app to full-fledged business software. Not an off-the-shelf package that almost fits, but software that grows with your organisation.
Payments & webhooks
Stripe, iDEAL and Bancontact, including webhooks that process payment status reliably. From one-off payments to recurring invoicing flows.
Member & content platforms
Web applications with roles and permissions: from a coaching academy to a client portal. Everyone sees exactly what is meant for them.
Integrations & APIs
Connections with calendars (iCal), maps, PDF generation or your existing systems. Data flows automatically to where it's needed.
Hosting, deploys & maintenance
Docker containers on European servers — your data stays within the EU, no US cloud. With monitoring, updates and daily cloud backups that keep 30 days of snapshots, so your database is always safe — and changes go live in minutes, not months.
Websites & restyling
Got a site that feels dated? We bring it right back up to speed with a fresh, modern restyling built to the latest web standards — fast, accessible and pixel-sharp on every screen.
Modern UX without heavy frameworks
Fast, accessible interfaces built with Hotwire (Turbo + Stimulus). The smoothness of an SPA, without the complexity and maintenance burden.
Web shops & e-commerce
Full-fledged web shops in Rails: a product catalogue with variants and stock, a smooth cart and a secure checkout. Including a gated admin backend with two-factor authentication — from storefront to order fulfilment.
AI & MCP integrations
Make your data securely available to AI systems. Alongside classic REST APIs we build MCP servers (Model Context Protocol), letting assistants like Claude, Copilot and ChatGPT work directly with your application — under your control, with your roles and permissions.
Portfolio
Work that's live
No demos or mockups — from our own business software to websites for clients, all really in production.
MeSyncFlow
Business support software you configure yourself
Ruby on Rails
Hotwire
Multi-tenant
Workflows
View case: MeSyncFlow
View live
Club Academy
Website and learning environment for sports clubs
Ruby on Rails
Roles & permissions
iCal
Media
View case: Club Academy
View live
RouteFrame
From GPX ride to museum-grade poster
Stripe
PDF generation
Leaflet
i18n
View case: RouteFrame
View live
Red Hippo
A cinematic one-pager for a rock band
HTML/CSS/JS
One-pager
Cinematic
Responsive
View case: Red Hippo
View live
20+
years proven, future-proof
Full-stack
from database to interface
100%
built and managed in-house
Approach
Four turns to production
Clearly scoped, steady pace, always in sight of where we stand.
-
1
Getting to know you
Free and without obligation. All the room to go through your ideas, wishes and process — and explore together where software can make the difference.
-
2
Scope & quote
A clear scope with a fitting quote: a fixed price where possible, an honest time estimate where bespoke work needs room. You know upfront where you stand.
-
3
Building in short turns
Short iterations with visible results every week. Course corrections are always possible — keeping the direction sharp.
-
4
Launch & maintenance
Deploy to production, monitoring and further development. One point of contact, also after launch.
Frequently asked questions
When should you choose a custom webshop over Shopify or WooCommerce?
When your catalogue or order process is too specific for a standard platform, or you want more control over functionality and design yourself. Think configurable products, complex pricing rules, required ERP integration, or a B2B portal alongside your B2C shop.
Which payment methods can you integrate?
Paceline integrates with Mollie (iDEAL, credit card, Klarna, Bancontact and more) or Stripe. The choice depends on your market and preference.
Can you take over and improve an existing webshop?
Yes. Paceline takes over existing webshops. A technical analysis is the starting point, followed by step-by-step improvements or extensions.
How long does it take to build a custom webshop?
A webshop with standard functionality (products, variants, payment, order management) is live in six to ten weeks. Additional integrations or complex logic extend that.
About Paceline
Why work directly with the developer?
Paceline Software builds custom web applications from Someren, in the Eindhoven region — from modern websites to complex ERP and maintenance-planning (MJOP) systems — and brings that experience together in its own products like MeSyncFlow and RouteFrame. Small and independent, with deliberately few layers between you and the code.
Paceline Software
Software for the long run, built at pace.
-
Direct contact
You talk directly to the developer who builds your software. No account managers, no translation layers, no noise.
-
Proven technology
Ruby on Rails and Hotwire: mature, maintainable technology that has been running production for twenty years — and will be ten years from now.
-
One point of contact
From first pixel to deploy: one steady point of contact who oversees the whole project and is accountable for the result — no handoffs between departments.
Contact
Book an intro call
Briefly describe what you have in mind — we'll respond within one business day.
Prefer to email directly? info@pacelinesoftware.nl