Speakers

Sebastian Hamann has played a key role in shaping the evolution of ecommerce through his visionary mindset and entrepreneurial drive. Co-founding Shopware at just 15 years old with his brother Stefan, he has been instrumental in developing an impactful ecommerce platform for both B2B and B2C markets. Under his creative leadership, Shopware has set new industry standards, delivering scalable solutions that emphasize customer-centricity, operational efficiency, and technological innovation. Sebastian's strategic vision continues to influence the future of commerce, driving progress and inspiring excellence across the industry.

Since co-founding Shopware with his brother Sebastian at the age of 16, Stefan Hamann has been the visionary architect driving the platform's strategic growth. With his deep passion for technology and exceptional expertise, he leads the design of cutting-edge ecommerce solutions that convert complex business needs into competitive advantages. Stefan's technical mastery, boundless curiosity, and forward-thinking leadership have been central to positioning Shopware as a globally renowned open-source platform, celebrated for its innovation and transformative impact on the industry.

Laura Kremer is shaping the future of e-commerce by building effective brand communities. As Community Lead of eCom Unity, she is responsible for Europe's largest network of over 1,500 D2C e-commerce decision-makers and creates platforms and exclusive events that promote knowledge sharing and strategic partnerships between brands. As a LinkedIn Top Voice with one of the strongest networks in the industry, Laura is committed to bringing more women onto the stage and making their expertise visible.

Efe von Thenen is an entrepreneur, strategic advisor, keynote speaker, and moderator with 17+ years of experience in digital business and international organisations. He advises industry players like ECDB, one of the most comprehensive e-commerce data insight platforms worldwide, and works closely with leaders in e-commerce, SaaS, and digital transformation. Among others, Efe is well-known in the industry for his former role as CMO of ePages and as Chairman of the Advisory Board at the E-Commerce Berlin Expo. As a podcast host and community leader, he takes the pulse of the industry not only through the data insights, but also through honest conversations with the leading minds shaping it. As founder of Besser werden, Efe leads an exclusive community of industry pioneers that redefines success by connecting innovative business with purpose and balance.

Paul Krauss is a partner for AI at Team One, where his team supports companies in redesigning their service and business models through the lens of artificial intelligence with a focus on agent-based systems, personalization, and AI as infrastructure.

He has advised brands, merchants, and technology companies on personalization, smart content distribution, and future tech. Always at the intersection of business, data, and technology. Before joining Team One, he was a partner at ecodynamics and held senior positions on the agency side.

He lectures on AI in retail at the AI Transformation Institute (DFKI), publishes the magazine AI:D, and co-hosts the podcasts Platform Disco and Marketing Momentum.

Paul lives with his family in Stuttgart – and helps companies turn AI from hype into a real, scalable advantage.

Since 2017, I’ve been part of Wurm – a global B2B decor wholesaler – growing from agency partner to Head of Digital. With 10+ years in e-commerce, UX, SEO & performance marketing, I helped build a B2B shop that now generates €10M+ in annual pure online revenue, winning the Shopware Visionary Award in 2025. What drives me? Creating digital solutions that connect – and deliver.

Thomas Eiling is an experienced E-Commerce and software expert with over 15 years of professional practice in software development and the strategic advancement of digital business models.

He currently serves as the Director E-Commerce at OFFICE Partner GmbH, where he is responsible for the digital business strategy, customer journey optimization, and cross-functional collaboration for one of Germany’s top 100 online retailers.

Thomas also brings more than a decade of agency experience to the table and was previously responsible for Enterprise Development at Shopware.

Marie Reckendrees is a Product Manager at Shopware, driving initiatives around Shopping Experiences, Spatial Commerce and AI. With a background in design and a sharp sense for user needs, her work centers on deeply understanding merchants’ challenges and turning them into smart, scalable product solutions. Her mission: to create technology that delivers real value, feels intuitive, and unlocks new, immersive ways to experience commerce.

Heike Zellerhoff has been part of Shopware for almost 12 years and has been responsible for Analyst Relations since 2023. In this role, it is her job to build and maintain strong relationships with key industry analysts such as Gartner & Forrester to increase Shopware's visibility and credibility in the industry. Heike has also been active as host of the Shopware Community Day since 2020 and is looking forward to taking on this role again this year.

Jimmy Schoonenberg is Digital Project & Automation Manager at camel active, where he focuses primarily on e-commerce. With a broad perspective on a wide variety of e-commerce processes, he recognized the value of AI and automation early on and has since consistently integrated the latest technologies into his work. In his role, he develops workflows that significantly reduce manual effort in day-to-day operations. His focus is on integrating solutions into existing system landscapes that truly work in everyday e-commerce and deliver measurable time and cost savings.

Christoph Guthardt is Lead Developer in the E-Commerce team at blindwerk and also works as a freelancer. He designs and develops tailored (e-commerce) solutions, helping companies implement their digital business models in a technically sound and sustainable way. His studies in Business Informatics shaped his mindset: combining technical expertise with a strong sense for business models and user-centred development. His goal is to create software that is not only strategically aligned with the business but also technically scalable and future-proof – especially when it comes to complex projects.

Michael Pfeiffer, VP AI & Agentic Commerce at Shopware, is exploring how agentic systems will redefine commerce by 2030. Together with Stefan Hamann, he is shaping the Agentic Commerce Alliance into a global platform of partners collaborating to define the future of open commerce and deliver impact for merchants, shoppers, and developers.

With over a decade of global leadership experience spanning startups, major tech companies, and international agencies, Michael combines product, engineering, and business expertise to transform ambitious ideas into products and systems that scale. Previously at Automattic, he contributed to platforms serving millions through WooCommerce and WordPress. In addition to his corporate roles, Michael brings an entrepreneurial edge as the founder of community tech conferences and social entrepreneurship.

From developing Shopware 5 plugins in a newly founded startup to designing and consulting on complex Shopware 6 projects within a diverse team, Joshua has explored a wide range of topics over the past ten years.

He invests his remaining energy in submitting pull requests to various Shopware-related and independent projects.

At HEPTACOM, he drives internal development initiatives around tools, workflows, and feedback processes within the Shopware ecosystem.

In his role as Shopware Developer Evangelist, Niklas Dzösch is an important liaison between the developer community and Shopware – he is always available as a direct contact within Shopware for questions about the product and continuously brings feedback and ideas from external events back to Shopware developers. You can also find Niklas center stage in the Shopware Academy, where his online tutorials focus on helping developers understand the technology behind Shopware.

As a longtime Shopware employee, Moritz has experience in all kinds of areas of our business. As former person responsible for community management and service, he has learned to respond to the challenges and wishes of our customers. This perspective makes him the perfect fit for our product leadership team: As VP Product Management, Moritz is responsible for the product strategy, roadmap and innovation at Shopware. Together with his team he ensures that our products are tackling market & customer needs while incorporating the feedback from our various target groups.

Soner Sayakci, Principal Software Engineer, works on core technologies at shopware and is also part of FriendsOfShopware. As a Shopware employee and highly active community member, he passionately drives innovation and excellence while constantly trying new things.

Albert Scherman is Engineering Lead driving the vision and execution of Nexus, Shopware’s event-driven workflow and integration platform. Leading a cross-functional team across architecture, backend, frontend, and infrastructure, with a strong focus on scalability, security, and long-term maintainability. Passionate about clean system design, clear separation of concerns, and aligning technical decisions with product and business impact.

As the strategic head behind Shopware's newest innovations, Aaron not only helps shape the product vision, but is also responsible for the new “Services” area, which drives the realization of Agentic Commerce. Privately and professionally fascinated by the latest technological developments around topics such as generative AI, spatial computing or also humanoid robotics, Aaron regularly shares fresh inspiration - both internally and externally - and is passionate about discussing the social implications of these radical transformations.

Martin Lingens, Product Manager at Shopware, has built up expertise in digital business processes through his more than 20 years of experience in e-commerce and logistics. He has worked as the managing director of several companies in the areas of software development and fulfilment for industry-leading customers. He and his team are currently focusing on the further development of Shopware's core functions.

Philipp Schuch has been part of shopware AG for over 13 years, playing a key role in the company’s journey from its early days to becoming a professional software company.

A familiar face on stage, he regularly speaks at community events, sharing insights from the heart of Shopware’s product and its continuous evolution.

Known within the shopware community for his openness and practical perspective, Philipp is passionate about connecting technology, innovation, and real-world business value.

Today, as a Principal Software Engineer in the framework team, he contributes to the technical foundation at the core of Shopware’s main product.

Jonas Elfering is a principal engineer at shopware, working at the intersection of platform architecture, developer experience, and large-scale commerce systems. He focuses on shaping the technical direction of the platform, enabling teams to build scalable, maintainable solutions while supporting a thriving developer and partner community.

With a strong background in PHP and modern commerce architectures, Jonas is particularly interested in topics such as extensibility, performance, developer tooling, and the evolution of composable commerce platforms.

Outside of his work in technology, Jonas is also an active triathlete, bringing the same discipline and endurance from sport into his day-to-day work.

Patrick Derks is a software engineer at Shopware with over five years of experience building and operating Shopware in cloud environments. He spent three years working on Shopware’s AWS-based SaaS platform and now focuses on the PaaS initiative, contributing to the open-source Helm charts and Shopware Operator that enable running Shopware on Kubernetes.