Agenda

Experience the future of digital commerce in the SCD Keynote – from AI and agentic commerce to the challenges of complex commerce in B2C and B2B. Discover how an open, scalable platform becomes the central commerce layer, and the role of performance, cloud, and intelligent services. You’ll also gain insights into the ecosystem – along with a hint of what’s coming next.

Many teams are working on complex Shopware projects — but not everyone is aware of the kind of support that can make these projects significantly easier and more efficient. In this session, the Shopware Consulting Team provides a practical overview of how services such as code reviews, architecture reviews, and performance analysis can improve project quality, reduce risks, and accelerate delivery. We’ll walk through real-world scenarios, show what these services actually look like in practice, and highlight where they create the most impact — whether you’re building, scaling, or optimising a Shopware project. With our dedicated PaaS offering, working hand in hand with Shopware consulting becomes an easy, highly integrated partnership. If you’re a partner or merchant working on demanding setups and want to avoid common pitfalls while improving your technical foundation, this session will give you a clear idea of how to get there.

In this session, we’ll share how we transformed a large, feature-rich Shopware 6 project into a more scalable, maintainable, and future-ready ecommerce platform. We’ll walk through how we identified opportunities to improve both operational workflows and customer experience, defined requirements for the next stage of the shop, and implemented a phased roadmap — from a lean MVP to value-driven enhancements. On the technical side, we’ll highlight how MACH-inspired principles like API-first integrations, microservices, cloud-native deployment on Shopware PaaS, and composable frontends can help increase flexibility, performance, and long-term growth.

Soon the first customer interacting with your brand will not be a human. It will be an AI agent. But machines don’t trust logos or marketing, they verify signals.

 In this masterclass, Trusted Shops presents TSAI, an open standard for verifying AI agents, giving brands the ability to identify trustworthy agents and defend themselves against malicious bots.

 At the same time, AI agents verify whether a business is legitimate through verifiable trust signals provided by the #trstd <protocol>, helping trustworthy brands become visible in AI-driven commerce.

Expect a demo showing how consumers are protected from fake websites and how businesses and AI agents verify each other before a single transaction happens.

 This session introduces the trust layer for the agentic economy. If you run a large brand, an online shop or a marketplace, it will give you the head start you need to be AI-agent ready.

In this session, the BPW Aftermarket Group shares how this vision became reality together with Webmatch, built on Shopware 6. Despite a highly fragmented system landscape, a centralized platform was created—capable of handling complex data structures while delivering an intuitive user experience. From orchestration via middleware to features like VIN-based vehicle identification, digital vehicle records, graphical parts identification, and powerful search: an honest look into a project where complexity wasn’t reduced—but made manageable.

Look at the world around you today. Everyone is racing to become an AI expert. Companies are cutting people to invest in AI. Agents are shopping online without humans. 1,000 people in tech are losing their jobs every single day. Just as you read this AI-driven companies such as DeepL, Meta and many are laying-off thousands of employees from their workforce.

But here's what nobody is talking about: Computer. Internet. Cloud. AI. Every lasting innovation sooner or later became infrastructure. And every time, certain companies prevailed not because they had the best technology, but because while innovating relentlessly, they never forgot what would remain constant beyond the hype.

In his opening keynote on the Commerce Stage, Efe von Thenen maps the e-commerce world as it shifts beneath our feet, cuts through the hype, and asks the one question that actually matters right now: when AI becomes infrastructure, what changes, what remains, and where is your place in the new world order?

Running Shopware in a highly available, distributed setup sounds straightforward until you actually do it.

In this talk, we share our experience building a scalable platform and why we identified the need for a PaaS using Kubernetes, including the architectural decisions, tooling, and challenges that come with running Shopware at scale.

What will define the next era of commerce? As consumer spending continues to shift online, growth is accelerating—but increasingly concentrated among a small number of markets and dominant players. At the same time, new challenges are emerging, international expansion is becoming essential, and marketplaces are strengthening their central role.

This session will kick off with a lightning talk by Dr. Friedrich Schwandt (ECDB), providing a concise “State of the Union in Commerce.” Building on these insights, a panel of industry experts—including Christina Schmitt (Forrester) and Dr. Kai Hudetz (IFH Köln)—will discuss the key dynamics shaping the future: evolving customer behavior, regional and category differences, and the strategies retailers need to stay competitive.

The conversation will also explore the growing influence of AI, from its current impact on shopping journeys to its longer-term transformative potential. Join us for a forward-looking discussion on the opportunities and challenges ahead.

In this masterclass, we’ll demonstrate how a central Shopware 6 platform can support complex B2B and D2C sales structures across multiple business units, target groups and international markets using HAILO as an example. We will focus on customer-specific pricing, permissions, product range logic, enquiry and direct purchase processes, and deep integration with SAP, product data, marketing, service and multichannel systems. This practical session will show you how to transform technical complexity into a scalable commerce architecture that connects sales, brand, and digital processes sustainably.

Each month, Shopware releases new features and functionalities designed to break new ground in digital commerce. In my talk, I'll introduce you to the cutting-edge solutions we've recently crafted to streamline and enhance your daily operations. I'll offer a sneak peek at forthcoming features and discuss how they're engineered to address your challenges. Additionally, you'll gain insights into future innovations poised to transform the ecommerce landscape. We're set for an in-depth exploration of the product. Don't miss out!

Most companies investing in AI don't fail because of the technology – they fail because of their data. Luisa Gröninger from basecom, a software and consulting company specializing in data and commerce, and Alexander Pohlers from Pöppelmann, one of Europe's leading plastic processing companies, take an honest look at where a mid-sized industrial company actually stands today. What does it take to make data truly agentic-ready across ERP, PIM, and commerce? Practical insights and concrete next steps for decision-makers.

AI-assisted coding has rapidly evolved from a novelty into a powerful everyday tool. But as generating code becomes easier, a deeper question emerges: if writing code is no longer the main bottleneck, what actually is? In this session, Daniel Nögel and Stefan Hamann take a pragmatic look at where AI-driven development truly stands in 2026. Drawing from real-world projects, both professional and personal, they share what worked, what failed, and what genuinely surprised them. The conversation explores how engineering is shifting from writing code to orchestrating systems, defining intent, and making better decisions. It highlights how non-deterministic systems are reshaping debugging, testing, and quality assurance, and why the real bottleneck is moving toward clarity, problem framing, and choosing the right things to build. Ultimately, this talk challenges common assumptions about the future of developers and offers a grounded perspective on how roles, teams, and required skills are evolving in an AI-first world.

Payments used to sit in the background – processed, reconciled, and largely overlooked. Today, they define how businesses perform. Conversion, customer experience, operational efficiency, growth – all are shaped by how payments are designed. Yet most businesses are running setups that were never designed deliberately – just stitched together over time.

In this session, Alexey Pronin (Shopware) and Susanne Steinward (PayPal) unpack what changes when you stop treating payments as a backend task and start designing them as a core part of your business. They’ll show how embedding payments into the platform transforms them from a technical necessity into a strategic control layer – unlocking transparency, performance, and scalability.

From architecture to real-world impact, this talk offers a clear perspective on how to rethink payments as a core business function. Because the future of commerce won’t be built around payments. It will be built through them.

Leadership in 2026 is a high-stakes balancing act: ambitious goals on tighter budgets, a growing number of channels, tools, and AI initiatives—and teams demanding more work-life balance, clear priorities, and an end to constant pressure. When is pressure productive, and when is it destructive? Why is saying “no” the most underrated leadership skill of our time? And how do you lead organizations that are expected to deliver, stay focused, and operate healthily all at once? In most companies, it’s not knowledge that’s lacking, but courage: the courage to focus, to scrap projects, to restructure teams, and to honestly acknowledge that a poorly executed “feel-good” culture often does more harm to employees than a clear performance-driven culture. Three top decision-makers from the beauty and commerce sectors offer candid insights into where they’ve recently prioritized, cut back, and taken a stand; where they should have been bolder; and how they balance high performance and well-being without veering into extremes.

Every developer has tried an AI coding agent. Far fewer teams have figured out how to make them work at scale, across people, projects, and production pressure.

This session walks through what we're doing at Upsun. Starting with Dispatch, our initiative to systematically embed AI agents into how we and our clients build software, we'll show you the real setup: which agents we use, why we use them together, and what the context landscape actually looks like when you move beyond a single developer with a chat window. The core of this talk is about team-level velocity. Not the individual "I wrote this in 10 minutes" kind, but the compounding kind that comes from shared context, consistent workflows, and agents that actually understand your codebase and your conventions. We'll talk about how we think about the human gate: where you keep a human in the loop, how you calibrate the trust dial over time, and why getting that wrong in either direction kills both speed and quality. We'll also get honest about the cost side. Agents burn tokens. Some tasks are worth it, some are not, and knowing the difference is a skill your team needs to develop. We'll share our framework for optimizing agent usage without sacrificing output quality. By the end, you'll have a concrete model for bringing AI agents from individual experiment to team infrastructure, on the cloud, at scale, an

In an era where garden enthusiasts demand expertise and timing, how does a traditional supplier of high-quality seeds and fertilizers scale personalized advice to thousands of customers? Most Shopware stores collect data daily that never actually reaches the marketing department. Purchase history, browsing behavior, configurator inputs; it’s all there, but remains unused. Schwarzenberger (Samen Schwarzenberger GmbH, Tyrol) has changed that. On their Shopware 6 site, customers configure individual seed mixes using a Custom Product Configurator. Every entry reveals something about the customer: area size, intended use, location, and experience level. Previously, this data lived in the shop and died there. Today, it flows in real-time into Custobar, where it is transformed into automated, personalized campaigns without the marketing team having to set each one up manually. In this session, we will show you the complete journey from the configurator click to the finished campaign.

What you will see:

• Vision for Change: How Schwarzenberger identified the need to transform their customer experience and what that meant for the evolution of their digital storefront.

• The Technical Bridge: How the experts at XeroGrafiX brought this vision to life on the website and identified Custobar as the missing piece to take their personalized communication to a professional level.

• The Data Engine: A deep dive into the integration of Shopware data (including unique insights from their custom Product Configurator) into Custobar.

Connecting your Shopware store to ERPs, CRMs, notification services, and third-party APIs often means stitching together generic middleware or writing custom integration code. Shopware Nexus changes that.

In this session we'll unveil Nexus, Shopware's native integration and automation platform. Nexus lets merchants and agencies design event-driven workflows visually – no code required – and run them reliably at scale. Whether it's syncing orders to your ERP in real time, sending Slack alerts on inventory changes, or orchestrating complex B2B approval flows across multiple systems, Nexus handles it from a single, Shopware-aligned surface. Whether you're a merchant tired of costly integration projects or an agency looking for a faster way to deliver them, this session will show you how Nexus fits into your stack.

For most merchants, payments are one of the most critical yet frustrating parts of running an online business. Multiple provider contracts, complex integrations, lengthy onboarding, compliance overhead – all before a single transaction is even processed. And once everything is set up, you're often left managing yet another system that feels disconnected from your actual store.

In this Masterclass, we take an honest look at the pain points that merchants face in today's payment landscape and ask a simple question: what would payments look like if they were designed around the way you actually work?

Join us to explore where the industry is headed, what truly frictionless payment experiences look like in practice, and how merchants can reclaim time and resources currently lost to unnecessary complexity.

In this session, Soner walks through how we approach Shopware development today — based on what actually works in real projects. He’ll cover a modern setup using shopware-cli and Docker for consistent local environments, composer-based extension management, and how we handle deployments with the deployment helper. You’ll also see how fixtures can be used to preconfigure installations or spin up staging environments from production. You will learn how we recommend setting up Shopware projects today, which tools we use, and how they help reduce friction across development, deployment, and operations. If you’re looking to clean up your workflow or rethink your setup, this session should give you a few solid ideas.

Payments are moving through three waves at once – and whoever only watches the first one will miss the next two.

We start with what should already be standard: fast checkouts, wallets, BNPL. Not a nice-to-have, not an upgrade, but the foundation. With the second wave around A2A, WERO, and SEPA Instant, Europe is building a new payments infrastructure. One that changes not just how customers pay, but when money arrives and how you plan around it. More control, less friction, but also a shift you need to understand before you can use it. The third wave closes things out: AI is changing commerce faster than regulation can follow. We'll show what's already usable today and how to position yourself before others even ask the question.

Three waves. One window. Your edge.

In this session, WOOOF and H1 show how the D2C dog food brand uses smart technology integrations to create a truly personalized customer journey across the Netherlands, Germany and Austria.

Hellopets, the company behind WOOOF, implemented a custom “dog account” within the existing Shopware customer account environment. This allows customers to easily add relevant information about their dog, such as name, breed and date of birth.

The session focuses on how this data is used in practice. You will see how pet information is seamlessly synchronized from Shopware to Klaviyo through a data API. This takes personalization far beyond standard ecommerce metrics and opens up new opportunities for highly targeted segmentation, automation and customer communication.

At the heart of the presentation are concrete examples of personalized campaigns that turn customer data into real business value. One of the key highlights is the successful “dog birthday” automation, triggered by the dog’s date of birth, which has proven to drive loyalty, engagement and repeat purchases.

This session is designed for merchants who want to take ecommerce personalization to the next level and get more value from their Shopware and Klaviyo stack. Whether you are just starting with personalization or already working with advanced customer journeys, this talk will give you practical ideas you can apply to your own business.

Shopware's HTTP cache has had well-known limitations: cache permutations that grew too huge, logged-in users and filled carts bypassing the cache entirely, and reverse proxy setups that required careful customisation. The 6.7 cache rework addresses these challenges systematically.

This deep dive is for engineers who've worked with Shopware's caching layer and want to understand how we rebuilt it from the ground up. We'll cover the core architectural decisions, the tradeoffs we made, why some changes had to break backwards compatibility, and what it means for how you build and deploy high-performance Shopware stores.

If you've ever debugged cache misses, fought with cache cookies, or wondered why certain routes just wouldn't cache: this session will give you the full story and the tools to finally take control.

In this session, we’ll take a look behind the scenes of a new content system in Shopware that aims to lay the foundation for more composable, extensible, and future-ready commerce. You’ll get a first glimpse into the current progress of this new system and explore the ideas and technical foundation that will power it. This is your chance to get early insights and be part of the conversation as we shape the future of content in Shopware.

There is no single answer when it comes to commerce infrastructure. In this panel, merchants share how they evaluated and chose between SaaS, PaaS, and self-hosted setups – based on their specific business needs. From flexibility and customization to performance, scalability, and total cost of ownership, this session highlights real-world trade-offs and what it takes to find the right setup for your growth.

As a traditional family-owned cosmetics company with roots in TV retail, staying close to evolving customer expectations has always been part of asambeauty’s DNA. Over the years, we have continuously built and expanded our e-commerce and development capabilities, steadily evolving our commerce platform landscape along the way - today operating and developing our digital commerce ecosystem.

This session shares the journey from Magento 1 as a classic monolith, through our first headless experiences with Magento 2, to a MACH-oriented composable commerce landscape built around Shopware. A hands-on and honest talk about technological evolution, organizational learnings, and the reality behind modern commerce platforms.

As the Shopware Community Day comes to a close, we celebrate what unites us: our community. Look forward to an emotional finale with the following highlights:

• Recap of the Day – A look back at what we experienced together

• Shopware Visionary Award 2026 – Celebrating the Bold

• Guess the Number – The big, interactive showdown: Team Community vs. Team Shopware