Speakers

Join us as we look back at where Shopware began and reveal how we're shaping the future of digital commerce. From smarter tools to bold ideas in B2B, AI, and community-driven innovation – this keynote sets the tone for what’s next.

Let’s redefine what’s possible. Together.

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:

• SCD Raffle – With a bit of luck, win one of our coveted community prizes

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

• The Power of Community – Award Ceremony: Shopware Visionary Award 2025

• The Final Look Forward – A glimpse into the next 25 years

• Community Game – A big, interactive finale with the entire community

An emotional ending that proves: The future is something we create together. Stronger Together – The Future We Create.

From shopping cart to genuine brand love? In this panel, three successful D2C brands talk about their journey from pure product sales to emotional customer loyalty. Christina Skoeries (camel active), Astrid Reintjes (MissPompadour) and Nicole Taupp (DRYKORN) will show how they scale their brands with Shopware, turn customers into loyal fans and use innovations such as Club Points, Click & Collect or AI image creation specifically for this purpose. A panel with real learnings instead of empty buzzwords – honest, practical and with the courage to express an opinion. Moderator Laura Kremer will guide you through 30 minutes of straight talk and exciting insights paired with a pinch of tongue-in-cheek.

From shopping cart to genuine brand love? In this panel, three successful D2C brands talk about their journey from pure product sales to emotional customer loyalty. Christina Skoeries (camel active), Astrid Reintjes (MissPompadour) and Nicole Taupp (DRYKORN) will show how they scale their brands with Shopware, turn customers into loyal fans and use innovations such as Club Points, Click & Collect or AI image creation specifically for this purpose. A panel with real learnings instead of empty buzzwords – honest, practical and with the courage to express an opinion. Moderator Laura Kremer will guide you through 30 minutes of straight talk and exciting insights paired with a pinch of tongue-in-cheek.

From shopping cart to genuine brand love? In this panel, three successful D2C brands talk about their journey from pure product sales to emotional customer loyalty. Christina Skoeries (camel active), Astrid Reintjes (MissPompadour) and Nicole Taupp (DRYKORN) will show how they scale their brands with Shopware, turn customers into loyal fans and use innovations such as Club Points, Click & Collect or AI image creation specifically for this purpose. A panel with real learnings instead of empty buzzwords – honest, practical and with the courage to express an opinion. Moderator Laura Kremer will guide you through 30 minutes of straight talk and exciting insights paired with a pinch of tongue-in-cheek.

From shopping cart to genuine brand love? In this panel, three successful D2C brands talk about their journey from pure product sales to emotional customer loyalty. Christina Skoeries (camel active), Astrid Reintjes (MissPompadour) and Nicole Taupp (DRYKORN) will show how they scale their brands with Shopware, turn customers into loyal fans and use innovations such as Club Points, Click & Collect or AI image creation specifically for this purpose. A panel with real learnings instead of empty buzzwords – honest, practical and with the courage to express an opinion. Moderator Laura Kremer will guide you through 30 minutes of straight talk and exciting insights paired with a pinch of tongue-in-cheek.

In his distinctive style, Efe von Thenen will kick off the Commerce Stage with four key lessons from countless in-depth conversations with founders, directors, and strategists across e-commerce – paired with insights from ECDB, one of the most comprehensive data platforms in the industry. In a time of cost pressure and efficiency focus, many keep optimising. But what if the rules are changing? Efe’s opening keynote invites you to rethink your e-commerce strategy, understand what customers truly value, and explore new growth opportunities.

B2B Digital Commerce is at a turning point: volatile markets, rising customer expectations, and technologies like AI and API-first architectures are pushing companies to rethink their strategies. In this panel discussion, Mark Casidsid (IDC), Laurien Jakobi (AGIQON), and Ludger Müller (STRACK NORMA) share real-world insights on how B2B leaders secure competitiveness through agility, ecosystem partnerships, and data-driven personalization. The conversation explores key trends shaping the industry, successful change management tactics, and where maintaining a human touch still makes all the difference.

As a significant player in the B2B pet food industry, Verena Kern recognized a bold opportunity to leverage her extensive market expertise in creating an emotionally-driven B2C startup. Together with pixolith and built on Shopware, they developed a dynamic, rapidly scalable composable ecosystem offering dog owners tailored nutritional solutions—from veterinarian-backed guidance, supplements, and recipes to the innovative "CookA": a fully integrated smart kitchen device. Rich in technical diversity featuring a recipe database, shopping lists, emotional content, loyalty programs, pet profiling, and internationalization, its core strength lies in a seamless subscription integration that effortlessly blends physical and virtual products. Courage, technology, and deep industry expertise converge, successfully bridging pet wellbeing and business transformation.

As a significant player in the B2B pet food industry, Verena Kern recognized a bold opportunity to leverage her extensive market expertise in creating an emotionally-driven B2C startup. Together with pixolith and built on Shopware, they developed a dynamic, rapidly scalable composable ecosystem offering dog owners tailored nutritional solutions—from veterinarian-backed guidance, supplements, and recipes to the innovative "CookA": a fully integrated smart kitchen device. Rich in technical diversity featuring a recipe database, shopping lists, emotional content, loyalty programs, pet profiling, and internationalization, its core strength lies in a seamless subscription integration that effortlessly blends physical and virtual products. Courage, technology, and deep industry expertise converge, successfully bridging pet wellbeing and business transformation.

AI and Spatial Commerce might sound like something built for fashion brands, gaming, or cutting-edge tech companies. But what if these technologies could unlock real potential for your shop – even in B2B, niche markets, or with complex products? In this masterclass, Julia and Marie will start with a short introduction to the key trends and use cases. Then it’s your turn: through a hands-on ideation session, we’ll explore together how AI and Spatial Commerce can create more engaging, future-ready shopping experiences – tailored to your industry and your customers.

B2B Digital Commerce is at a turning point: volatile markets, rising customer expectations, and technologies like AI and API-first architectures are pushing companies to rethink their strategies. In this panel discussion, Mark Casidsid (IDC), Laurien Jakobi (AGIQON), and Ludger Müller (STRACK NORMA) share real-world insights on how B2B leaders secure competitiveness through agility, ecosystem partnerships, and data-driven personalization. The conversation explores key trends shaping the industry, successful change management tactics, and where maintaining a human touch still makes all the difference.

What is technical debt, and why should you care? This talk explains the concept in simple terms and shows how it impacts project timelines, budgets, and maintainability, especially in Shopware-based systems. Learn how to spot it early, manage it effectively, and make smarter decisions for long-term project success.

AI and Spatial Commerce might sound like something built for fashion brands, gaming, or cutting-edge tech companies. But what if these technologies could unlock real potential for your shop – even in B2B, niche markets, or with complex products? In this masterclass, Julia and Marie will start with a short introduction to the key trends and use cases. Then it’s your turn: through a hands-on ideation session, we’ll explore together how AI and Spatial Commerce can create more engaging, future-ready shopping experiences – tailored to your industry and your customers.

For over ten years, 8mylez has been developing plugins for Shopware 5 & 6, gathering numerous best practices along the way, which they use internally as performance guidelines in their projects. In this talk, Daniel Wolf will share the most proven approaches that help developers – whether in agencies or working on store plugins – create faster and more efficient plugins. He will explore various aspects of performance: from frontend (PageSpeed) optimization to backend improvements in PHP and databases, all the way to server configuration and stability under high load. Building on the well-known Shopware performance tweaks list, he will take it a step further and provide additional insights into boosting performance. Together with you, he will analyze a prepared Shopware 6 shop, identify typical issues, and optimize it live. The interactive approach allows room for questions and offers a hands-on insight into the world of performance optimization.

Hey there! Join Jordan for a session on headless development for Shopware, where he'll walk you through his journey of building headless frontends over the past year. Jordan will share some handy tips and tricks, highlight common pitfalls to avoid, and talk about what worked (and what didn't) in getting projects off the ground. Whether you're just diving into headless development or looking to level up your skills, this talk is packed with insights to help you succeed in creating your own headless frontends.

B2B Digital Commerce is at a turning point: volatile markets, rising customer expectations, and technologies like AI and API-first architectures are pushing companies to rethink their strategies. In this panel discussion, Mark Casidsid (IDC), Laurien Jakobi (AGIQON), and Ludger Müller (STRACK NORMA) share real-world insights on how B2B leaders secure competitiveness through agility, ecosystem partnerships, and data-driven personalization. The conversation explores key trends shaping the industry, successful change management tactics, and where maintaining a human touch still makes all the difference.

Online shops face increasingly complex challenges: growing competition, limited resources, lack of marketing expertise, and fragmented strategies. In this 45-minute masterclass, participants will learn how affiliate marketing, as a performance-based channel, bridges the gap between efficiency, scalability, and risk reduction.

The session includes practical examples, cross-channel strategies (including content marketing, Google Shopping, and social media), and actionable insights for launching or optimizing affiliate activities -regardless of company size or industry.

Get started with affiliate marketing: This session demonstrates how to use affiliate strategies to centrally manage all key online marketing channels and achieve sustainable revenue growth - with zero financial risk.

More and more search queries are being made in AI large language models like ChatGPT, Gemini, Deepseek, etc. With the current growth rate, some projections say that ChatGPT is likely to overtake the Google search engine in just four years.

How to prepare? How to get mentioned by ChatGPT and their direct competitors?

In this Masterclass, Michel will provide real-life insights, research figures, and, most importantly, practical tips!

B2B Digital Commerce is at a turning point: volatile markets, rising customer expectations, and technologies like AI and API-first architectures are pushing companies to rethink their strategies. In this panel discussion, Mark Casidsid (IDC), Laurien Jakobi (AGIQON), and Ludger Müller (STRACK NORMA) share real-world insights on how B2B leaders secure competitiveness through agility, ecosystem partnerships, and data-driven personalization. The conversation explores key trends shaping the industry, successful change management tactics, and where maintaining a human touch still makes all the difference.

In this Masterclass, Christopher Henke (Sales Lead DACH at Mollie) discusses how unified commerce and continuously evolving payment technologies are revolutionizing the e-commerce landscape. Unified commerce goes beyond traditional omnichannel strategies by creating a fully integrated ecosystem where online and offline touchpoints are seamlessly connected. Christopher will show how Mollie's product portfolio enables retailers of all sizes to create successful unified commerce structures with minimal effort. In addition, important trends such as one-click payments, mobile-first checkout designs and the integration of flexible payment options such as Buy Now, Pay Later (BNPL) are explained. The interaction of these innovations in particular creates a seamless shopping experience, thus reducing the purchase abandonment rate and improving conversion.

Being relevant for your customers, communicating on a personal level with them and make them feel like you really know them. That is how you build long-term relationships with them. In theory … Yet in reality a lot of ecommerce companies don’t know how to do this or are struggling with the data and tools they have. In this Masterclass we will help you understand what you need to do to apply personalization across all channels including your Shopware store. It starts with seamless connections of datapoints. Once having established these connections, you create a 360 view of every browser, one-time buyer and repeat customer by tracking their behaviour. And finally, based on each profile or segment of profiles you build automated journeys to personalise the experience of your browsers, one-time buyers and repeat customers. If you think you are ready for this and you want to start with real personalisations, then we invite you to join us in this interactive Masterclass in which we will bring you:

1. A step by step plan for setting up a personalization strategy for the future. 

2. The top 5 personalizations every Shopware store should apply to increase conversions and to better engage with customers.

3. Successful case studies of ecommerce companies that are personalization champions.

4. Insights in what Predictive AI can do to personalize campaigns and drive conversions even further.

Being relevant for your customers, communicating on a personal level with them and make them feel like you really know them. That is how you build long-term relationships with them. In theory … Yet in reality a lot of ecommerce companies don’t know how to do this or are struggling with the data and tools they have. In this Masterclass we will help you understand what you need to do to apply personalization across all channels including your Shopware store. It starts with seamless connections of datapoints. Once having established these connections, you create a 360 view of every browser, one-time buyer and repeat customer by tracking their behaviour. And finally, based on each profile or segment of profiles you build automated journeys to personalise the experience of your browsers, one-time buyers and repeat customers. If you think you are ready for this and you want to start with real personalisations, then we invite you to join us in this interactive Masterclass in which we will bring you:

1. A step by step plan for setting up a personalization strategy for the future. 

2. The top 5 personalizations every Shopware store should apply to increase conversions and to better engage with customers.

3. Successful case studies of ecommerce companies that are personalization champions.

4. Insights in what Predictive AI can do to personalize campaigns and drive conversions even further.

Together with their digital agency BRANDUNG, RENO reveals how a true omnichannel strategy comes to life. From a central CRM system and Shopware as the commerce hub to a seamless customer journey – this talk shares practical insights into the digital transformation of a traditional retailer, including real use cases, tech deep dives, and measurable results.

Together with their digital agency BRANDUNG, RENO reveals how a true omnichannel strategy comes to life. From a central CRM system and Shopware as the commerce hub to a seamless customer journey – this talk shares practical insights into the digital transformation of a traditional retailer, including real use cases, tech deep dives, and measurable results.

From Shopware customer to co-creator: Wurm was one of the first B2B merchants to launch on Shopware 6 back in 2020. Today, we don’t just use the platform — we build on it. With €10M+ in annual online revenue, Shopware has become our toolbox for large orders (€75K+), quoting, marketing automation and customer support. In this session, we’ll share how we evolved into an in-house commerce unit — and why it’s time to share our proof of concept as an open invitation to take ownership in B2B digital commerce.

We set out to answer a critical question: How does Total Cost of Ownership (TCO) actually play out in the real world? To find out, we analyzed 100 Shopware customer case studies across industries, business models, and regions. In this session, we’ll reveal the top 5 most valuable lessons from that research.

How can you successfully migrate from a monolithic Shopware 5 system to a fully decoupled, API-driven architecture — including intelligent warehouse logistics, fulfillment, and real-time inventory tracking?

In this technical masterclass, you’ll learn how Möbel Rogg leverages Shopware 6, FactFinder, and Adobe DAM to build a scalable omnichannel commerce ecosystem that seamlessly connects online orders, in-store sales, and warehouse logistics.

• Custom Shopware Module – Typed Store and Admin API calls with automatic schema generation

• Headless Frontend – Dynamic product configuration ("Kombi-Box") for size, color & design

• FactFinder Integration – AI-powered product search and personalized recommendations

• Adobe DAM – Centralized asset management for high-resolution product visuals

• Advanced Warehouse & ERP Sync – Real-time inventory tracking across warehouses and retail locations

• Omnichannel Fulfillment – Order tracking, pickup scheduling, and ERP-based stock updates

• Social Shopping & Retargeting – Automated shopping feeds and personalized remarketing

Backed by a robust backend stack including Ametras ERP, and Shopware Warehouses, Möbel Rogg’s Shopware 6 transformation demonstrates how a modular, API-first approach can drive efficiency, scalability, and top-tier logistics.

Join us for a deep technical dive into the architecture, key integrations, and best practices behind this migration from a monolithic setup to an API-driven solution – including intelligent logistics and fulfillment processes.

How can you successfully migrate from a monolithic Shopware 5 system to a fully decoupled, API-driven architecture — including intelligent warehouse logistics, fulfillment, and real-time inventory tracking?

In this technical masterclass, you’ll learn how Möbel Rogg leverages Shopware 6, FactFinder, and Adobe DAM to build a scalable omnichannel commerce ecosystem that seamlessly connects online orders, in-store sales, and warehouse logistics.

• Custom Shopware Module – Typed Store and Admin API calls with automatic schema generation

• Headless Frontend – Dynamic product configuration ("Kombi-Box") for size, color & design

• FactFinder Integration – AI-powered product search and personalized recommendations

• Adobe DAM – Centralized asset management for high-resolution product visuals

• Advanced Warehouse & ERP Sync – Real-time inventory tracking across warehouses and retail locations

• Omnichannel Fulfillment – Order tracking, pickup scheduling, and ERP-based stock updates

• Social Shopping & Retargeting – Automated shopping feeds and personalized remarketing

Backed by a robust backend stack including Ametras ERP, and Shopware Warehouses, Möbel Rogg’s Shopware 6 transformation demonstrates how a modular, API-first approach can drive efficiency, scalability, and top-tier logistics.

Join us for a deep technical dive into the architecture, key integrations, and best practices behind this migration from a monolithic setup to an API-driven solution – including intelligent logistics and fulfillment processes.

What will effective communication and customer loyalty look like in 2025? In a world where ecommerce customers are exposed to a constant flood of information, marketers must not only think through their omnichannel strategy, but also make it flexible and future-oriented. In this Masterclass, we will shed light on the most relevant questions using exciting case studies of successful ecommerce brands:

• From data to action: Which data requirements are crucial for a successful omnichannel strategy and how is AI revolutionizing personalization?

• Orchestrating omnichannel: Why does email remain at the heart of successful communications and how is it efficiently combined with other channels to create deeper insights and stronger customer connections?

• Loyalty is Royalty: How do innovative channels like the mobile wallet become a game changer for marketing teams and how do loyalty programs need to be designed to drive true loyalty?

We set out to answer a critical question: How does Total Cost of Ownership (TCO) actually play out in the real world? To find out, we analyzed 100 Shopware customer case studies across industries, business models, and regions. In this session, we’ll reveal the top 5 most valuable lessons from that research.

In this Masterclass, we (ditegra GmbH) will share key insights from ifolor’s migration from Adobe AEM to Shopware 6. While transitioning the online store, we leveraged Shopware 6’s out-of-the-box features and extended them with custom solutions tailored to ifolor’s needs, particularly in campaign management. Our enhancements streamlined the handling of promotions and marketing automation, creating a more flexible and efficient system.

Join us to explore the challenges, solutions, and best practices we discovered, and gain inspiration for optimizing campaign management in your own Shopware 6 projects.

In this Masterclass, we (ditegra GmbH) will share key insights from ifolor’s migration from Adobe AEM to Shopware 6. While transitioning the online store, we leveraged Shopware 6’s out-of-the-box features and extended them with custom solutions tailored to ifolor’s needs, particularly in campaign management. Our enhancements streamlined the handling of promotions and marketing automation, creating a more flexible and efficient system.

Join us to explore the challenges, solutions, and best practices we discovered, and gain inspiration for optimizing campaign management in your own Shopware 6 projects.

In this Masterclass, we (ditegra GmbH) will share key insights from ifolor’s migration from Adobe AEM to Shopware 6. While transitioning the online store, we leveraged Shopware 6’s out-of-the-box features and extended them with custom solutions tailored to ifolor’s needs, particularly in campaign management. Our enhancements streamlined the handling of promotions and marketing automation, creating a more flexible and efficient system.

Join us to explore the challenges, solutions, and best practices we discovered, and gain inspiration for optimizing campaign management in your own Shopware 6 projects.

Deploying your Shopware projects doesn't have to be complicated. This workshop provides a step-by-step guide to setting up and automating deployments using Deployer. Participants will learn basics about Continious Deployment, how to configure Deployer, integrate it with Bitbucket, and build an automated deployment pipeline from scratch.

By the end of the session, attendees will have a solid understanding of deployment best practices and the skills to set up a basic deployment pipeline for their own Shopware projects.

This workshop is designed for developers with experience in Shopware and PHP. Familiarity with CI pipelines is beneficial but not required.

All participants are warmly invited to bring a laptop – this is not a requirement for attending the masterclass.

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!

Digital accessibility is no longer a “nice-to-have” feature; it’s becoming a critical standard for modern ecommerce. In this session, we’ll explore why accessibility matters for online businesses and how it impacts everything from user experience to SEO and legal compliance. You’ll gain insight into how Shopware is addressing accessibility across its platform and helping merchants create more inclusive storefronts.

To bring these ideas to life, we’ll dive into a real-world example: the case of Sawade, a Berlin-based confectionery brand with a long-standing heritage. As Sawade made its move into digital commerce, it placed a strong emphasis on accessibility, ensuring its online presence reflects the same level of care and quality as its physical stores. The result is a storefront that doesn’t just meet compliance standards but delivers a better experience for all users.

We’ll take a closer look at the technical solutions behind Sawade’s accessible implementation, discuss key challenges and lessons learned, and show what practical steps merchants and developers can take to improve accessibility in their own shops.

Soner from Shopware will show you how to maximize your efficiency as a developer and agency when updating projects in this workshop. From what you should know after the project pitch to what tools and best practices make updating Shopware a breeze, this workshop will boost your productivity.

All participants are warmly invited to bring a laptop – this is not a requirement for attending the masterclass.

The Shopware Acceptance Test Suite is an extension specially developed for conducting end-to-end and API acceptance tests in Shopware. It simplifies the testing process by providing ready-made fixtures, such as page objects for the storefront and administration. It also includes pre-built API clients, services and reusable test logic. The suite provides useful tools for creating test data, navigating pages and verifying UI and API behaviour with minimal configuration. Developers can easily install and configure the suite to run tests against any Shopware instance.

Sales enablement is not a developer's primary task. With Shopware build, you can quickly create, duplicate, and customize Shopware environments without the usual hassle. Whether you're testing, building demos, or supporting client projects, Shopware build streamlines your workflow so you can focus on coding. Phillip built Shopware build to make his life easier, and it might change yours too. In this session, you’ll get a first look at Shopware build: a tool to instantly create, duplicate, and customize Shopware environments. Less setup, more focus on what really matters.

This Masterclass will give you an overview of how to use the features included in the Shopware plans. Max and Maximilian from Shopware will highlight critical functionality, how to use them in real-world scenarios, and how the features can assist merchants or be an asset for developers.

This Masterclass will give you an overview of how to use the features included in the Shopware plans. Max and Maximilian from Shopware will highlight critical functionality, how to use them in real-world scenarios, and how the features can assist merchants or be an asset for developers.

Digital accessibility is no longer a “nice-to-have” feature; it’s becoming a critical standard for modern ecommerce. In this session, we’ll explore why accessibility matters for online businesses and how it impacts everything from user experience to SEO and legal compliance. You’ll gain insight into how Shopware is addressing accessibility across its platform and helping merchants create more inclusive storefronts.

To bring these ideas to life, we’ll dive into a real-world example: the case of Sawade, a Berlin-based confectionery brand with a long-standing heritage. As Sawade made its move into digital commerce, it placed a strong emphasis on accessibility, ensuring its online presence reflects the same level of care and quality as its physical stores. The result is a storefront that doesn’t just meet compliance standards but delivers a better experience for all users.

We’ll take a closer look at the technical solutions behind Sawade’s accessible implementation, discuss key challenges and lessons learned, and show what practical steps merchants and developers can take to improve accessibility in their own shops.

Digital accessibility is no longer a “nice-to-have” feature; it’s becoming a critical standard for modern ecommerce. In this session, we’ll explore why accessibility matters for online businesses and how it impacts everything from user experience to SEO and legal compliance. You’ll gain insight into how Shopware is addressing accessibility across its platform and helping merchants create more inclusive storefronts.

To bring these ideas to life, we’ll dive into a real-world example: the case of Sawade, a Berlin-based confectionery brand with a long-standing heritage. As Sawade made its move into digital commerce, it placed a strong emphasis on accessibility, ensuring its online presence reflects the same level of care and quality as its physical stores. The result is a storefront that doesn’t just meet compliance standards but delivers a better experience for all users.

We’ll take a closer look at the technical solutions behind Sawade’s accessible implementation, discuss key challenges and lessons learned, and show what practical steps merchants and developers can take to improve accessibility in their own shops.