The innovators behind the insights. Get ready to be inspired, challenged, and energized by the brightest minds shaping the future of commerce.
Founder & Co-CEO
Shopware
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.
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.
Founder & Co-CEO
Shopware
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.
Vibe coding turns glue work into grey matter for strategy. See how a lone dev and an LLM spun a 35-node workflow engine, real-time telemetry, and live Shopware connectors in weeks. We’ll map the numbers, pitfalls, and playbook you need to move teams from plumbing tasks to profit-generating features.
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.
CPTO
Shopware
Mark is a leadership figure with a passion for solving big problems that create emotional impact for real customers. At PlayStation, he led the development of SingStar, which became a cultural phenomenon with over 30 million units sold. He introduced features like a social network, video sharing, and a music store - well ahead of the competition. He later led the engine team that laid the groundwork for PlayStation VR. In 2012, he moved to Microsoft, founded Lift London, co-funded HoloLens in its early stages, and drove the development of new games and 3D technologies. In 2018, he joined Education First to help transform a traditional, sales-driven company into a product-led, digitally transformed organization. Today, he leads a global development organization, delivering software worldwide with a focus on engagement, retention, and regional compliance.
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.
Head of Online / E-Commerce
Bijou Brigitte
From code to customer journey: As a computer scientist with a UX background, former developer and long-standing PO, I´am now responsible for e-commerce at Bijou Brigitte. My strength? Combining tech and business - whether in store relaunches or omnichannel experiences that unite customer benefits and corporate goals.
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. Stefanie Trimpop (Bijou Brigitte), Christina Skoeries (camel active) and Astrid Reintjes (MissPompadour) 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.
CEO & Co-Founder
MissPompadour
Astrid is co-founder and managing director of MissPompadour and is responsible for production, logistics, purchasing and product development. She started her first self-employment at the age of 21. With the business idea of selling paint online and the founding of MissPompadour in 2019, she put all her eggs in one basket again together with her brother Erik and boyfriend Niklas Lütteken. The entrepreneur is 46 years old and a mother of four.
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. Stefanie Trimpop (Bijou Brigitte), Christina Skoeries (camel active) and Astrid Reintjes (MissPompadour) 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.
Head of E-Commerce
camel active
Christina Skoeries is responsible for the entire online area at camel active - from the web store and marketplaces to Amazon in the hybrid model. With a strong focus on data-driven strategies, automation, expansion, CRO & CRM, she consistently drives innovation. Her heart beats for scalable growth, strong teams, AI innovation & smart processes. She is also passionate about female empowerment.
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. Stefanie Trimpop (Bijou Brigitte), Christina Skoeries (camel active) and Astrid Reintjes (MissPompadour) 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.
Commerce Stage Host / Founder & CEO
Besser werden
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.
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.
Technical Product Manager
DRYKORN
As Technical Product Manager at DRYKORN, I combine technical expertise with strategic product management in eCommerce. I manage the development of digital features - from technical conception and UX-oriented design to the implementation and optimization of landing pages and platform functions. With over 10 years of experience in web development, agile leadership and cross-functional teamwork, I combine deep technical understanding with management expertise. My focus is on the effective interface between development, design and business - data-driven, user-centered and brand-compliant. Certified as a Scrum Product Owner (PSPO I) and Scrum Master (PSM I), I set agile processes in motion in a structured way.
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. Stefanie Trimpop (Bijou Brigitte), Christina Skoeries (camel active) and Astrid Reintjes (MissPompadour) 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.
CDO
DRYKORN
Korbinian Scherer combines a deep understanding of fashion with strong expertise in digital e-commerce. After studying Fashion and Design Management at AMD, he began his career in performance marketing, later worked as an E-Commerce & Online Marketing Manager, and is now Chief Digital Officer at DRYKORN. In this role, he drives the brand’s D2C strategy and leads its digital transformation.
How can brands balance powerful storytelling with a conversion-optimized e-commerce platform? In this talk, Korbinian Scherer (CDO, DRYKORN) reveals how the digital flagship store experience of the fashion brand manages to both inspire and sell. He shares insights on strategy and design – and offers practical tips for retailers who want to put their uniqueness front and center.
Founder & CEO
Kandu
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.
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. Stefanie Trimpop (Bijou Brigitte), Christina Skoeries (camel active) and Astrid Reintjes (MissPompadour) 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.
Senior Research Analyst, Worldwide Digital Commerce
IDC
Mark Casidsid is an industry analyst at IDC specializing in B2B digital commerce. Leveraging his extensive background in manufacturing, Mark provides market intelligence and in-depth insights into key B2B commerce trends encompassing themes such as customer experience, operational efficiency, and revenue generation. Prior to joining IDC, Mark led research initiatives at the World Manufacturing Foundation and held roles at EY and Pirelli as a competitive insights specialist, analyzing transformative trends in the automotive industry.
CEO
LuckyChef
A successful entrepreneur with extensive experience in the pet food industry: Verena founded K-PRO GmbH in 2008 and grew the company to 150 employees in 30 countries and an annual turnover of 200 million US dollars. In the process, she secured long-term partnerships with industry giants such as Royal Canin, Mars, Tyson and Mera Petfood. At LuckyChef, she has been leading the company's vision and strategy since 2022, driving innovation and ensuring the highest standards in product development and customer satisfaction.
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.
Field CTO
Platform.sh
Guillaume Moigneu, alias G/, is Principal Technology Advocate at Platform.sh, a cloud applications platform dedicated to simplifying application deployment and operations. With a focus on AI and Sustainability, he strives to make running apps seamless for every developer.
Who says you can't grow your profits while shrinking your carbon footprint? This talk explores how ecommerce businesses can scale successfully while implementing sustainable tech practices that are good for both the planet and your bottom line. Discover how small changes to your online store can reduce environmental impact and save on operating costs – because the only thing that should be heating up is your sales figures.
Product Manager
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.
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.
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.
Managing Director
IFH Köln
Dr. Kai Hudetz has been Managing Director of IFH KÖLN since August 2009 and an e-commerce expert for many years. He founded ECC KÖLN back in 1999 and has since advised numerous companies from retail and industry on the customer-centric transformation of business models. Based on clear forecasts about the future of retail, he encourages companies to take customers' needs seriously in the digital age. Kai is a popular speaker, moderator and author at top-level business events.
Project & Account Manager
AGIQON
Laurien has been passionate about B2B ecommerce for 7 years. For 4 years, she has been implementing complex webshop projects in the B2B environment as Project & Account Manager at AGIQON - for technical retailers, in mechanical engineering, in the hygiene sector, in the stationery industry or in the B2B decoration sector. As a result, she has extensive experience from strategic conception to successful implementation and is familiar with the current requirements and trends in B2B ecommerce.
CTO
web'n'sale
Jan Philipp Peter is the founder and CTO of web'n'sale. Since 2009, he has been working as a developer with Shopware (initially with version 3.0) and has been involved in numerous projects of varying complexity. In addition to conceptualizing new projects, continuous maintenance and optimization of Shopware platforms are central aspects of his work. Another key focus is leading e-commerce development teams, particularly using remote, nearshore, or offshore approaches, which has taken him to Southeast Asia for a period.
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.
Product Manager
Shopware
Julia is a Product Manager at Shopware, shaping the Inventory and Discovery domains with curiosity, creativity, and a sharp sense of user needs and technology. With her design background and innovative mindset, she loves exploring new paths, making complex topics tangible, and creating solutions. She’s driven by a desire to deliver real value to customers—and by the joy of inspiring others with fresh ideas.
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.
Shopware Architect
8mylez
Daniel has been part of 8mylez GmbH for around eight years. As a developer, he discovered his passion for performance in the Shopware universe early on and has been fully committed to optimizing loading times ever since. His goal: to make online stores as fast as possible - be it in terms of PageSpeed score, at server level or scaling under high load.
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.
Head of Development
basecom
Jordan Kniest is the Head of Development Shopware at basecom, where he collaborates with development teams various eCommerce sites, including both B2B and B2C sites. Over the past year, his primary focus has been on headless development, through which he gathered a ton of insights and learnings. In his free time, Jordan enjoys playing a round of CATAN or other board games, and when time permits, including a good video game.
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.
Manager Technique and Development
STRACK NORMA
Strack Norma GmbH & Co. KG has been developing and producing standard parts for tool and mold making for over 100 years at its plant in Lüdenscheid, North Rhine-Westphalia, from where it supplies customers all over the world. Founded in 1921, the fourth-generation family business is now one of the leading suppliers of standard parts in Europe.
Teamlead E-Commerce
Kienast Holding GmbH & Co. KG - RENO
Navina brings over 10 years of international experience in buying, with a career that spans across retail, purchasing, and e-commerce. At Lidl, she was responsible for developing global buying and campaign strategies, combining deep market understanding with operational excellence. Her expertise also includes the successful development and launch of two online shops for Kienast.
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.
Teamlead Digital Advertising
Brandung
With over 10 years of experience in both digital and traditional media, Viviane has driven impactful marketing strategies across various industries and international markets. Her global expertise is rooted in professional roles in Brazil, Canada, and Germany, bringing a strong cross-cultural perspective to her work. She holds deep expertise in Google Ads and performance-driven advertising, with a focus on omnichannel strategies that generate measurable results. Viviane’s versatile background spans e-commerce, NGOs, political campaigns, and lead generation, enabling her to adapt quickly and deliver value across a range of marketing challenges.
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.
Senior Frontend Developer and Consultant
Brandung
Daniel brings over 8 years of expertise within the headless development ecosystem, with a specialized focus on architecting and delivering composable commerce solutions. Throughout his career, he has successfully led numerous frontend development projects and initiatives.
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.
Head of Innovation
Shopware
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.
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.
Co-CEO
ADCELL
Gregor Janik is Co-CEO of the affiliate marketing network ADCELL (Firstlead GmbH), based in Berlin. Since joining the company in March 2018, he has played a key role in shaping the development of the network. He became part of the executive management team in 2019, taking responsibility for the company’s strategic direction and external positioning.
In his role, Janik focuses on the continued development of ADCELL’s technology and data capabilities to create strong, scalable connections between advertisers and publishers. His aim is to enable partners to drive sales efficiently and without risk, supported by secure tracking, a user-friendly interface, and award-winning support.
Together with his team, he fosters an innovation-driven environment that promotes long-term growth for advertisers, publishers, and agencies alike.
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.
Co-Founder & Commercial Director
h1
Michel Willems is co-founder of H1 Webdevelopment, a high-quality Shopware integration and premium extension partner, founded in 2004 and based in The Netherlands.
During his career, Michel has helped corporations like T-Mobile Netherlands and KPN and many SME’s. He founded Bimbimbikes, which became the world’s largest bike rental platform before it was taken over in 2020. He is a guest lecturer at various universities and a public speaker on e-commerce, digital marketing, and AI.
Based on his 25 years of experience in the field of ecommerce and digital marketing, Michel helps his clients execute successful B2B, D2C and B2C ecommerce strategies.
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!
Sales Lead DACH
mollie
As Sales Lead DACH at Mollie, Christopher Henke supports online payments that simply work. With more than 8 years of experience in online payments, he advises merchants and agencies on increasing sales and internationalisation and is an expert in checkout, process and conversion optimisation.
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.
Customer Success Manager Key Ecommerce Accounts
Spotler
As a marketeer & customer success manager working with a customer data platform for 13 years, Tristan has experience in all kinds of use cases. As former marketeer working with the tools form Spotler, he has learned to adapt to the challenges a marketeer haze connecting with customers. This makes him as a former marketeer the right combination to inspire and help companies in working with a customer data platform. Next to his day to day job he is also a marketing enthusiast and loves to see when companies create now way to market their product.
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:
A step by step plan for setting up a personalization strategy for the future.
The top 5 personalizations every Shopware store should apply to increase conversions and to better engage with customers.
Successful case studies of ecommerce companies that are personalization champions.
Insights in what Predictive AI can do to personalize campaigns and drive conversions even further.
CMO
Spotler
Mark van den Berg, as CMO of Spotler, is responsible for developing and executing the company’s marketing strategy. This means he leads the teams in the Netherlands, Germany, and the United Kingdom, focusing both on branding and brand awareness, as well as operational lead generation and demand generation tactics. His goal is to create impact and contribute to Spotler’s marketing, sales, and business objectives. Mark has nearly 25 years of experience in the marketing field and over 15 years of experience in the SaaS industry.
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:
A step by step plan for setting up a personalization strategy for the future.
The top 5 personalizations every Shopware store should apply to increase conversions and to better engage with customers.
Successful case studies of ecommerce companies that are personalization champions.
Insights in what Predictive AI can do to personalize campaigns and drive conversions even further.
Senior Analyst Relations Manager
Shopware
Terezia is part of the Product Marketing team at Shopware, where she leads the Analyst Relations program and acts as a bridge between Shopware and the industry analysts. She joined Shopware in September 2024, bringing several years of experience running AR programs—including for a major tech vendor in the commerce and retail space. Over the past four years, Terezia has become a trusted voice in the AR community and is recognized by organizations like Forrester AR Council, Spotlight AR, and the Institute of Influencer and Analyst Relations for her contributions to the AR community. In her work, Terezia focuses on bringing insights from analysts back into Shopware to inform strategic decisions and ensure Shopware is recognized as an innovator in the commerce landscape.
Head of Digital
G. Wurm
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. What drives me? Creating digital solutions that connect – and deliver.
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.
Analyst Relations Manager / Main Stage Host
Shopware
Heike Zellerhoff has been part of Shopware for almost 11 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.
Operations Manager
Crehler
Marcin 's been working at the intersection of technology and online retail for 15 years. Today, leads implementation projects, and in the past, managed day-to-day operations on the retailer’s side. His background in retail and hands-on experience with eCommerce tools allow him to bridge the gap between business needs and technical execution.
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.
Project Manager
Crehler
Project Manager with 7+ years of experience delivering complex digital projects. Expert in Agile, stakeholder alignment, and cross-functional team leadership. Proven track record in digital product delivery, strategic planning, and full project ownership.
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.
Founder & CEO
pixolith
Christoph Burchartz has been passionate about eCommerce for over 20 years. As founder & CEO of pixolith and as a speaker, his motto is clear: “Inspire enthusiasm every day and do the hot shit with awesome people!” Whether complex store solutions or inspiring talks - Christoph lives innovation, courage and enthusiasm, which in his career has led him to exciting projects with clients such as Stabilo, Paulmann Licht, Grohe, Vaillant, Loberon, Porsche and many more.
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.
Product Marketing Manager
Shopware
As a Product Marketing Manager, Adriana is responsible for the customer marketing activity at Shopware. Using her 10 years experience in customer-facing roles, she specialises in customer communications and engagement, bringing product-based customer stories to life.
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.
Solution Architect & Full-Stack Developer
best it
Rainer Kinzl has been part of the best it team for over 7 years, bringing deep technical expertise in building modern e-commerce platforms. As a Solution Architect, he guides clients through the migration to headless and API-driven architectures. With hands-on experience in systems like Shopware, Commercetools, Spryker and Storyblok, Rainer is the ideal expert for tackling complex digital challenges—from smart logistics integration to high-performance frontend solutions.
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.
Frontend Developer
best it
Gianluca Zicca is a seasoned Frontend Engineer with a passion for crafting high-performance, user-centric web applications. At BEST-IT, he brings years of experience in modern JavaScript frameworks like Nuxt and React to life – turning complex requirements into elegant, scalable solutions. Whether it’s integrating headless CMS platforms like Storyblok or optimizing Lighthouse scores at scale, Gianluca helps clients build fast, flexible, and future-proof digital experiences.
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.
CEO Germany
Brevo
Maximilian Modl is the Germany CEO of Brevo and an experienced entrepreneur in marketing, SaaS, and technology. As the former CMO of Newsletter2Go, he brings extensive expertise in digital communication to successfully position Brevo as an intuitive and powerful marketing platform and CRM suite. With a strong focus on business growth, go-to-market strategies, and sustainability, he uses his experience of founding and growing successful businesses to help brands create exceptional customer experiences.
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?
Senior Product Marketing Manager
Shopware
Corinna Bratt is a passionate Senior Product Marketing Manager at Shopware. With over five years of experience in B2B ecommerce, she specializes in sales enablement and go-to-market strategies, helping shape compelling product narratives that drive business growth.
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.
CEO
ditegra
Albert Riewe is the co-founder and managing director of ditegra, a specialized e-commerce agency focusing on tailored Shopware solutions and online marketing. With a degree in Business Administration and Engineering, Albert combines technical expertise with strong business acumen and brings extensive experience in project management and digital strategy development. In 2019, he founded ditegra GmbH together with his brother Sergej to provide customized digital solutions for small and medium-sized enterprises.
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.
CEO
ditegra
Sergej is the co-founder and managing director of ditegra, a leading e-commerce agency specializing in custom Shopware solutions and online marketing. With a background in Technical Computer Science, Sergej brings extensive experience in software development and technical project management. His entrepreneurial journey began during his university years, where he started freelancing and quickly built a dedicated customer base. In 2019, he co-founded ditegra alongside his brother Albert, focusing on delivering high-quality digital solutions to small and medium-sized enterprises. Sergej leads the technical development team, ensuring the successful implementation of innovative e-commerce platforms.
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.
Project Leader
ifolor
Miro Grenda is a Product Owner at ifolor, the Swiss market leader for personalized photo products, and responsible for the new ifolor ecommerce platform which is implemented using Shopware. Miro has more than 20 years of experience in the industry and is passionate about leveraging technology to create seamless and engaging user experiences.
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.
CTO
Winkelwagen
Fabian Blechschmidt is co-founder of safefive a company offering long term support for Shopware 5 and the CEO of Winkelwagen GmbH, an ecommerce agency focused on Shopware development. He works on improving customer experience and optimizing internal processes for businesses. Currently, Fabian is collaborating on a TYPO3-to-Shopware integration and has developed a payment plugin for an Estonian company. In his free time, he enjoys bouldering, even though he’s afraid of heights.
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.
VP Product Management
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.
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!
Product Manager Commerce Core
Shopware
Tim Jurchen is Product Manager at Shopware and has been working in the web hosting and e-commerce market for more than 10 years. Starting out at one of Germany's largest web hosters, he dedicated himself to agile working methods and was able to gain many years of experience as a product owner in online retail. He is currently responsible for various projects in the Data & Services department and is in the process of defining the Shopware services of tomorrow.
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.
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.
Principal Engineer
Shopware
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.
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.
Quality Engineer
Shopware
With more than three years of experience as a Quality Engineer at Shopware, Florian has developed a real flair for the continuous improvement of product quality. He is a key driver of automated testing initiatives and, as a developer, ensures that the testing tools are always up to date. Florian is also fully committed to manual testing and is not afraid to get his hands dirty.
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.
Senior Technical Enablement Manager
Shopware
With over four years of experience in customer support at Shopware, Philipp Weitkamp transitioned into the role of Senior Technical Enablement Manager in 2025. In this position, he ensures that the support and sales teams always have the necessary resources and up-to-date knowledge about Shopware to perform their tasks effectively. In addition to his work as Technical Enablement Manager, Philipp has been actively developing with .NET Core (C#/Blazor) for four years on Shopware build – a tool that further enhances and optimizes the work of the support and sales teams.
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.
Developer Evangelist / Tech Stage Host
Shopware
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.
Solution Architect
Shopware
As a Solution Architect, Max (a.k.a. Bäumi) operates at the intersection of IT and Sales, blending technical expertise with a strong customer focus. Driven by his passion for direct customer interaction, he develops practical solutions that tackle real challenges and create lasting value. His mission: to make complexity understandable and deliver sustainable results.
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.
Solution Architect
Shopware
Maximilian Forn is a Solution Architect at Shopware, combining deep technical expertise with a strong understanding of business processes. Acting as a bridge between Product and Sales, he analyzes individual requirements, develops tailored solution strategies, and supports merchants in making well-informed decisions for the future of their ecommerce business.
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.
Software Architect (Frontends)
Shopware
Patryk is a software architect and core team member of the Shopware Frontends team, focuses on creating developer-friendly solutions for tomorrow. Fan of simplicity.
Vibe coding turns glue work into grey matter for strategy. See how a lone dev and an LLM spun a 35-node workflow engine, real-time telemetry, and live Shopware connectors in weeks. We’ll map the numbers, pitfalls, and playbook you need to move teams from plumbing tasks to profit-generating features.
Principal Software Engineer
Shopware
Albert Scherman is a Principal Software Engineer at Shopware, bringing over a decade of experience in product development, backend engineering, and scalable architecture. His career spans global eCommerce and SaaS platforms, where he's led teams and built robust systems using PHP, REST, CI/CD, and microservices. Albert is passionate about clean code, continuous learning, and solving real-world problems with elegant solutions.
Vibe coding turns glue work into grey matter for strategy. See how a lone dev and an LLM spun a 35-node workflow engine, real-time telemetry, and live Shopware connectors in weeks. We’ll map the numbers, pitfalls, and playbook you need to move teams from plumbing tasks to profit-generating features.
PayPal has remained at the forefront of the digital payment revolution for more than 20 years. By leveraging technology to make financial services and commerce more convenient, affordable, and secure, the PayPal platform is empowering more than 429 million consumers and merchants in more than 200 markets to join and thrive in the global economy.
Mollie powers growth for over 250,000 businesses—from startups to enterprises—by making payments effortless. With seamless online and in-person payment solutions, we help businesses of every size scale with ease.
Profihost has been a leading provider of professional hosting solutions for e-commerce since 1998. As one of the largest independent hosting providers in the German-speaking area, we offer reliable managed hosting and customised shop solutions. Our high-performance hosting services - from shared hosting and cloud solutions to dedicated servers - provide the ideal basis for high-performance and reliable online shops. With our many years of experience, we support companies in securing their e-commerce success in the long term.
Brevo (formerly Sendinblue) is your all-in-one platform for building lasting customer relationships – powerful, intuitive, and GDPR-compliant. With the Customer Data Platform, Marketing Platform, Loyalty Platform, and Messaging API, Brevo gives you everything you need to reach and engage your customers effectively. Automate campaigns, strengthen customer loyalty, and send reliable transactional messages. Connect with your audience via Email, SMS, WhatsApp, Push, and Mobile Wallet with personalized messaging. Over 500,000 businesses rely on Brevo’s technology to scale their marketing and drive sustainable growth.
ADCELL is a powerful affiliate marketing network that provides online shops with free access to qualified distribution partners. Through performance-based marketing, ADCELL boosts reach and revenue – with secure tracking, strong support, and an intuitive interface. 0% risk – 100% success: ADCELL is the efficiency booster and unites all online marketing channels in one place.
Develop and scale web apps faster and more efficiently
Whether you have 1 or 1,000 applications: manage your fleet of websites without investing heavily in infrastructure management. Platform.sh offers hosting, CI/CD, automated updates, global 24/7 customer support, and much more!
As an international, owner-managed software company with more than 300 employees and offices in Germany, Romania and the U.S., basecom is a reliable partner for digital transformation. We support our customers from digital consulting to the planning, implementation and support of individual digitalization projects in the areas of e-commerce, PIM systems and digital experience. Together we develop innovative solutions for digital growth.
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